Understanding and influencing the social audienceHow consumer behaviour trends can revolutionise your ROI 08 February 2012James Withey and Gaelle Bertrand, Precise

The Registry, Royal Mint Court, London EC3N 4QN T +44 (0)20 3301 4490 www.precise.co.uk

Image courtesy of jot.punkt from Flickr

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Understanding and influencing the social audience

Agenda

The case for understanding more

How the social audience is typically understood

Understanding more about the social audience

What do you want to understand?

The case for understanding more

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ROI is king

3 Image courtesy of Googlisti from Flickr

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The value of social insight is currently under-appreciated

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Audience understanding… Consumer understanding…

8 Image courtesy of Hohumhobo from Flickr

An active audience.

9 Image courtesy of Pablo/T from Flickr

Applicability right across a business

How the social audience is typically understood

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‘...Information gently but relentlessly drizzles down on us in an invisible, impalpable electric rain’. Hans Christian von Baeyer

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9 Image courtesy of Hampton Roads Partnership from Flickr

It starts with monitoring

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anyone EXPERTISE expert

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A plethora of data mining technologies

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Trend in Coverage by Social Media Type: 6 – 16 July

Blogs Micro-Media Forums Comments Facebook Video / Images

Message board/forum

Microblog

Social Network

News Website

Topline analysis outputs

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Pure automated sentiment – flip a coin!

Image courtesy of ImagesOfMoney from Flickr

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Scary good or scary bad?

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Tracking influencers

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Wouldn’t it be more important to understand the themes of the conversations regarding your brand and, more than that, what is driving those themes?

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Not (just) social data. Social insight.

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Understanding more about the social audience

“All truths are easy to understand once they are discovered. The point is to discover them.”Galileo

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Understanding more…

About mums’ attitudes to their children’s diet and exercise

About how the battle between mobile handset brands and OS brands might be won

About what drives customer churn between mobile networks

About how customers spontaneously recount their experiences of a supermarket’s customer pledges

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Mums’ attitudes to their children’s diet and exercise

What we did

Social media exploration focusing on conversations about family health within

online forums during summer 2011.

Mothers talking about their children’s health

A series of topics around eating and exercise e.g. Five a Day, P.E.

Images courtesy of bgotlisab and jeffreyw from Flickr

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What to eat or what not to eat, that is the question...

Mums either feel clear about what exercise children should be doing, or delegate responsibility to schools

But they are not clear on what to feed their children in order to achieve a healthy balance

Spotlight on 5-A-Day

Mums are unsure about what constitutes 5-A-day and seek advice on the subject.

Mums understand the principle…but are unclear about it in practice.

Fat Exercise Sugar Salt Obesity Cholesterol 5 A Day

11%13% 13%

11%

24%

15% 14%

27%29% 30% 29%

42%

33%

41%

Share of conversation mentioning children across topics

Across Total Social Web

On Mums' Fo-rums

“The "five a day" thing. Wonderful spin and sciency stuff - but what does it actually mean? Unless I've totally missed it, there's never been an explanation. Five peas, five cabbages, or what?”

“It was overwhelming how many people thought that potatoes were one of your five a day, and I work with people in professional careers who can't identify certain fruits and vegetables”

“If tinned fruit counts as one

of a five a day, surely tinned

veg does too?”

So what?

• There is a huge opportunity for brands to help mums navigate through the confusion of conflicting

information

Battle of the mobile brands

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What we did

• Analysed all conversations around the top

5 mobile handset brands + Android

• To understand users’ relationships with

these brands

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Lower Share of Voice

Low positive reputational impact Strong positive reputational impact

Low negative reputational impactHighly Negative Conversations

Higher Share of Voice

NS: +5

NS: Net Sentiment

NS: +4 NS: +4

NS: -14

NS: +21

NS: +10

Highly Positive Conversations

Quantitative mapping by favourability and share of voice

Leader Challenger

Battle of the mobile brands

General preference (Apple or Android)

Switching/want to switch (Apple or Android)

Android's robustness

Better Capabilities (Apple or Android)

Unsure which to get/which is better

Apple battery life is better than Android's

Android and iPhone not compatible

Other conversations

33%

15%

13%

11%

8%

6%

6%

7%

Themes of conversation about Apple & Android

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“Might make some of yall mad buuut, Android > iPhone ahah#TeamAndroid.”

“Man im addicted to dis game called temple run its only in the apple app store so if u got a droid cnt get it... #TeamIphone”

“Why does droid try to compete with iPhone. #teamiphone.”

“Twitter on iPhone is so much better than android..

#TEAMIPHONE”

“Hate Android? Open your minds ios sheep! Apple is over rated over priced and bought primarily cos peeps think its cool and they must have 1”

So what?

Painting Apple as representing the status quo and its users as ‘following the herd’ could help

reinforce Android’s position as a percieved challenger (in spite of its market share)

Reinforcing the sense that iPhone, so dominant within conversations, is more ubiquitous than

it actually is, and eroding the exclusivity that is such an important driver of the brand

Team Teamvs. : 2 to 1

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What we did

• Analysed a sample of 800 tweets

mentioning a consideration or an intention

to leave or join one of the mobile

networks, from a total of 6,000 sent in the

UK over six months during 2011

• To provide an insight into the drivers of

customer churn between mobile networks

Should I stay or should I go?

Intention to join / leave based on social media conversations

Highest intention to leave Share of conversations Highest intention to join

Key

JoiningConsider JoiningLeaving Consider Leaving

Propensity for churn based on stated Twitter intentions

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Drivers of customer experience and churn

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Phone offers available

Attractive add ons/features

Better tariff or cost/expense

Dissatisfied with level of service

Network coverage

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Percentage of Conversations

Se-ries1

Balanced

Negative

Positive

“Edinburgh sucks!!!! There's no 3G in the centre on Vodafone and no medium for me to vent about the total dicks that are here!”

“Vodafone are so lovely to me... I am on pay as you go and in April they told me they won't take money for my internet service until July.”

“@TomDavenport @feemcbee From £25 per month. I'm switching when iPh5 appears. Orange charge £5 on top of my £45 per month. 3 is £35 all in.”

So what?

Being able to get an early warning of the changes in perceptions of service that drive churn is key for

service-led brands in a category with a relatively high propensity for churn

Drivers of churn

How customers spontaneously experience Asda’s pledges

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What we did

Evaluated the degree to which Asda’s five customer pledges are reflected in social

discussions about the brand

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So what?

Being able to track the customer experience delivery in real time gives early warnings of changes in

performance.

Best For New

Happy To Help

Quality You Can Trust

Always Available

Every Day Low Prices

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

Customer Pledges in all social media conversations about Asda by Sentiment

Positive Negative Neutral

Percentage of All Social Media Conversations

“I took some cat food back to Asda once because the cat showed his displeasure by picking up mouthfuls and throwing it round the room. Well, I took back the other unopened can anyway. They not only refunded but said I should have brought the opened can back as well. I also got a letter from Head Office!”

By researching the content created by your social audience you can:

Understand consumer attitudes, needs and behaviours to drive experience strategy Understand perceptions of a brand and track brand values or image statements Understand reactions to any campaign or event and implement learnings Understand how consumers relate to the broader category your brand operates within, to

identify opportunities to drive relevance and difference Hone in on unmet needs and unrevealed issues to drive innovation

These are only a few example of how powerful understanding your social audience can be.

Who has the responsibility for deepening your understanding within your business of your social audience?

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To conclude: understanding more from the social audience

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Who has the responsibility for deepening the understanding of your social audience within your business ?

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What would you like to understand? Q&A

Thank you.James Withey and Gaelle Bertrand, Precisejames.withey@precise.co.uk; gaelle.bertrand@precise.co.uk+44 207 7264 6316; +44 207 7264 4649

Image courtesy of jot.punkt from Flickr