how social media understanding drives...
TRANSCRIPT
| Confidential | © 2010 NetBase Solutions. All Rights Reserved Worldwide.2
The Content Explosion
988 Exabytes per Year
=All books ever written
x16 million
420 PETABYTES of Web Content created every year
=
All Books Ever WrittenX
6,800
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A Fundamental Transformation
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A Fundamental Transformation
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A Fundamental Transformation
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Social Media Stats
users as of Feb 2010
Fastest growing segment: Females
Over Blogs
post/tweet daily
post brand opinions
trust peer reviews
trust ads
skip ads
Doubled reach of TV
in of the time
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Social Media Tools Spectrum
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Where is the ROI in Understanding Social Media?
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Innovation and Two Case Studies….
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Definition of Innovation
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Methods for Gathering Consumer Understanding
• Natural
• Immersive
• Descriptive
• Multi-method
• Adaptable
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Listerine: Negative Themes
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Develop a gentle version of Listerine.
New product could be called Listerine with Soothing Power.
Investigate one consumer’s idea of a peroxide-based mouthwash.
The biggest issue raised by consumers is that Listerine is too harsh.
This theme was 14% of negative comments.
Potential InnovationInsight
Opportunity: New Listerine with Soothing Power
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Listerine: Positive Themes
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Determine effectiveness of Listerine for toe nail fungus treatment.
Introduce a toe nail fungus treatment “from the makers of Listerine”.
The second most mentioned benefit of Listerine is that it can be used to treat toenail fungus.
This theme was 9% of positive comments.
Potential InnovationInsight
Opportunity: Toenail Fungus Treatment
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Determine effectiveness of Listerine as a mosquito repellent.
Publish a survival kit with Listerine listed as not only a mouth wash but also a mosquito repellent.
A commonly mentioned benefit of Listerine is that it can be used to repel mosquitoes.
This theme was 6% of positive comments.
Potential InnovationInsight
Opportunity: Mosquito Repellent
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Determine effectiveness of Listerine for acne treatment.
Introduce an acne treatment “from the makers of Listerine”.
Many consumers talk about using Listerine to treat their acne.
A few disputed the efficacy of this practice.
This theme was 4% of positive comments.
Potential InnovationInsight
Opportunity: Acne Treatment
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Include a grandfather figure in advertising creative.
Test whether emphasizing the masculinity of Listerine (e.g. its strong flavor) makes it more appealing to some consumers.
A few consumers talked about their emotional connection to Listerine.
Listerine tends to remind some people of their grandfathers.
Potential InnovationInsight
Opportunity: Listerine Reminds Me of Grandpa
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Opportunity: Education on Correct Use
Create new safety product inserts
Run safety ad campaigns
Build relationship with medical community
The wii has injuries associated with actual play
This theme was 21.60% of negative comments.
Potential InnovationInsight
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Expand the wii program to all the gyms in the Active franchise and others
Develop a rewards program for top performers within the competition: Active Tennis Match.
Bring in a new member category, the gamer
People are using the wii in fitness centers
This theme was 17% of positive comments.
Potential InnovationInsight
Opportunity: Gyms as Major Distribution Channel
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Expand the wii program to senior centers for physical fitness and social games they love
Write a new game to help the patient gain fine motor skill proficiency
Develop PR programs around stroke education
The wii is being used for stroke recovery
This theme was 10.81% of positive comments.
Potential InnovationInsight
Opportunity: Expand into New Markets
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Social Media is Here to Stay