ten key trends bob pearson march 1, 2017 - sysomos march 1 2017... · storytizing with social...

Storytizing With Social Listening

Ten Key Trends

Bob Pearson

March 1, 2017

The advertising era is ending

• Traditional segmentation is not effective

• 5 vs. 5000 personas

• Primary research is not enough

• Conscious vs. subconscious

• Paid media is no longer a strong stand alone

• Earned, shared and owned are more impactful

• Email was never the right model for conversion

• .5% vs. 5-15%

• Lack of speed is a major issue

• Campaigns are too slow, trends are missed

The Storytizing era is beginning

• Audience architecture leads to real alignment

• We can follow our exact audience and listen/learn

• Shaping our reputation is based on relevance

• If our customers don’t care, muscle won’t make up for it

• The 1,9,90 model is the new “media platform”

• Media, influencers, interpreters and shapers

• Social channels are more powerful than most traditional media

outlets

• We can reach 1MM+ MDs in Facebook alone

• Patients and Providers are the new “cousins”

• They follow, learn and discuss health daily

3 Contents are proprietary and confidential.

#1 – Human patterns never lie

Machine learning will only accelerate this

potential


Our Brains Operate in Finite Terms

• A finite # of Q&A’s answers majority of queries

• Assume an average of 200-400 per brand

• A finite # of questions are asked about any issue

• Approximately 77

• A finite # of words drive the majority to your story

• Normally 15 words or phrases max

• A finite # of influencers drive share of

conversation

• Never more than 50


#2 – The 1,9,90 model is alive

We can reach all three groups as part of a

normal media strategy and understand how to

listen in different ways to each group


The 1,9,90 Model for Earned & Shared Media

1% CREATE Content

InfluencersIndividuals who drive ideas that fuel

conversations and are sharing with

current/potential customers.

Focus content and relationships here.

9% SHARE & REPACKAGE

9

AdvocatesIndividuals who carry a trend, and where

top influencers source ideas.

Important to surround with paid & earned

media.

90% LISTEN & LEARN

90

EnthusiastsConsumers who read, search and

consume trends online every day.

Important to listen, educate, share and

provide unique experiences.

1

#3 – We listen and align to our

actual audience

The emergence of Audience Architecture


Audience Architecture – Three Key Areas

FUTURE CUSTOMERSKNOWN AUDIENCE FINITE SET OF CUSTOMERS


Professional

With 100% accuracy, we know who we are

listening to. It is a finite audience and we can

listen to the entire audience or a statistically

valid panel.

A Specific Group Like-Minded

This is a specific group we care about and

want to understand how they think.

We define the audience and then build the

audience architecture to listen to them

We build the profile of who we are trying to

reach and then identify who fits this profile.

We then track, learn from and align with this

audience (current and future customers)

Travel journalists

Travel & Tourism

boards

Technology journalists

Key customers

Airline Partners

Industry groups

Travel Industry

Key influencers are often different than who we

view as important

WHAT IS POSSIBLE WHEN YOU KNOW YOUR AUDIENCE

Target GroupCRM

Demographics

Social Followers

Professional

Background

Psychographics

• Start with a verified group of people in

social media

• Improves signal/noise ratio

• Novel & unexpected findings/insights

Conversations Behavior

• Like a “custom search engine”

• Can look a all trending

conversations/topics– not just

those directly related to the

brand

• Identify new attitudes and

opinions

• IDs media, content, and

influencer networks

• Supports content-based

analytics/segmentation

• Reveals interests & intent that

might not be “socially desirable”

#4 – If you flip a model on its

head, you often find the new

model

How to deconstruct search and listen to the

right people


Precommerce Summit| March 2016

This network graph represents

an Algorithmic approach to

identifying topics and emerging

themes in Organic Search.

Each node in this graph

represents an organic search

keyword and the connections

denote clusters of keywords with

shared search results.

Color coding indicates similarity

between keyword phrases and

identifies common search

behaviors exhibited by users.

Showing the top 157 organic search keywords in the hyper-converged infrastructure space

and their relationships composed through shared search results.

SEARCH NETWORK

ANALYSIS


0

50

100

150

200

250

300

350

400

450

500

Causes and Treatment/Side Effects Early Stage/Treatment

Late Stage/Survival Rate Lung surgery

New Treatments Small Cell Lung Cancer

Smoking State of Cure

SEARCH OUTLET

DISCOVERY

This stacked bar chart

represents an Algorithmic

approach to identifying content

outlets, their areas of focus,

and their visibility in Organic

Search.

Visibility scores are based on

keyword volume and rank

position for each outlet.

Color coding for each outlet

describes areas of focus by

leveraging the topical

segmentation established by

network analysis.

Showing the top domains ranking in organic search for a sample of ~4,000 keywords in the

lung cancer space.


0

100

200

300

400

500

600

700

Causes and Treatment/Side Effects Early Stage/Treatment

Late Stage/Survival Rate Lung surgery

New Treatments Small Cell Lung Cancer

Smoking State of Cure

SEARCH INFLUENCER

DISCOVERY

This stacked bar chart

represents an Algorithmic

approach to identifying

influencers, their areas of focus,

and their visibility in Organic

Search.

Visibility scores are based on

keyword volume and rank

position for each outlet.

Color coding for each influencer

describes his/her areas of focus

by leveraging the topical

segmentation established by

network analysis.

Showing the top influencer mentions in organic search results for a sample of ~4,000

keywords in the lung cancer space.

#5 – The arrival of multi-

dimensional algorithms

Reality is not linear. Neither is listening


Key drivers of change in polling

• Subconscious behavior more important to measure in highly

emotional/partisan issues

• The “non-behavior” e.g. silence, apathy, decrease in intensity is

often more important than what we say

• Narrowcasting is leading to overinterpretation of what real trends

actually are

• Highly partisan and/or even fake news has a cumulative impact

even if we think it does not

• A new set of peers are emerging as influencers (the

interpreters)


The Trump Algorithm

• Trump – his followers

• Appointees & Surrogates – their followers

• Congress & Staffers – same

• Normative Data Sets – 1MM twitter users; journalists,

healthcare policy experts, Wall Street leaders, African

American pastors, NGOS for X issue

• Antagonists

• Media

A multi-dimensional view centered on subconscious behavior


#6 – We can understand the

language of the neighborhood

What are the “new cookies” and new alerts?


How does language change & what matters?

20

#7 – The era of

microsegmentatation has

started

The era of BS has ended


DISCOVERING NEW ADDRESSABLE AUDIENCESBased on social content-based segmentation

ENTREPRENEURIALLY-MINDED WATER FILTER CUSTOMERS WINE-DRINKING SPORTS FANATICS

#8 – Content is undergoing a

makeover

Data science is exposing what is really

happening


DISCOVERING “HUMAN TRUTHS” FOR EACH AUDIENCE

“…and I have the

same problem”

“you'll be okay I promise”

“Sometimes you have to

accept the truth that love's

just from one side”

“Just wish you would say something..”

“That is totally me...”

“Yes, I’m in love with him, I

don’t want him to know I

care. Not again.”

“Damn I hate this kinda

feeling”

20% Teen Toxins are openly navigating their emotional teenage journeys. They

don't just wear their hearts on their sleeves, they wear them online.

0 4

NATURAL LOOK ARTISTIC LOOK

EVERYDAY

CLASSIC

NEUTRAL

CONVENTIONAL

ARTISTIC

EDGY

COLORFUL

UNCONVENTIONAL

LEGENDNATURAL / NUDE

LOOK

EVENING GLAM

LOOK

ARTISTIC COSPLAY

LOOK

0 4

SCORE = 2

+1 Heavy

+1 Colorful

SCORE = 4

+1 Artistic

+1 Edgy

+1 Colorful

+1 Unconventional

SCORE = 0

0 = Everyday

0 = Classic

0 = Neutral

0 = Conventional

Methodology

FINDING HIGHLY RELEVANT PARTNERSHIP OPPORTUNITIESM

EN

TIO

NS

01

00

,000

1 #health budget #climatechange flavor

2 #fitness deal #solarenergy refreshing

3 #healthy discount #electricpower practice

4 #nutrition savings #alternativeenergy tasty

5 #weightloss affordable #green refresh

HEALTH VALUE ENVIRONMENT WATER TASTE

36K

19K

10.2K

72*

Hydration conversation

makes up slightly less 1%

of the overall health

conversation, and sugary

drinks and sports drink

conversation comprises just

over 1%.Plastic and recyclable bottle

conversation makes up 0.5%

of environmental conversation.

Broader recycling

conversation makes up 10%.

Spokesperson Audience Conversation on Key Messaging Pillars

#9 – Historical listening is

driving predictive

Patterns over time tell us what is likely to

happen


FORECASTING MARKET TRENDS

Digital and social metrics provide

predictive value, often above and

beyond traditional market research and

brand tracking…

… and influencers provide the strongest

predictive signals

29

0

2

4

6

8

10

12

14

16

18

20

Influencer Monitoring (tracking influencer commentary +

malware pilot e.g. Vulnerability OR Malware OR Hack)

TAG Monitoring (once Signal Analysis highlights viable

word DEDICATED word tracking deployed)

DEPLOY TAG

INVESTIGATE TRIGGER

Tracking mentions by influencers on Vulnerability + Malware + Hack. Anything

above a base threshold is investigated for semantic footprint and then specific

TAG track is deployed.

MOBILE SECURITY

1

23

Trend Tracking Through Data Deviation Analysis

False Positive

(No semantic TAG found)

1

WireLurkerStagefright

XcodeGhost

Future language learned by Listening to the Influencers todayComparing Top 25 Influencers to Top 25-100 Influencers:

Trend for Top 10 influencers is opposite to that of the Bottom 50 influencers. Top 100

influencers produce similar content at the beginning and then diverges into different

topics over time.

Comparing Words Used by Top 25 Influencers to Bottom 50 Influencers:

With Greek yogurt terms, it took around two months for words used by the Top 25

influencers to be adopted by the Bottom 50 influencers.

• Predict the exact time when a topic will peak in conversation amongst the follower population

by analyzing the top influencer’s topical conversation and cadence

#10 – Geolocation is the new

community organizer


IDENTIFYING CATEGORY INFLUENCERS

Partner with a fitness expert (Claudia Molina or other identified

influencer) and have her do a few special classes, making them at times

that people can do with friends and family

Geo-location insights Associated

Tactics:

Influencers

@molinaclaudia

Periodista,Nutricionista y Experta

Entrenamiento Fisico en Univision

139k followers

@Basheerah_Ahmad

Fitness Expert on Dr. Phil

368k followers

Find a class that is super popular with

this group, and have a local sports

team member (from Dodgers or

Kings) come in and join the work out

as a surprise

Have a fitness influencers (TBD) host

a work out on Venice beach, and

tweet out to her followers. Give away

Secret deodorant at this event?

@Tony_Horton

Creator of P90X

158K followers

Santa

Monica

Beach

Angle City Personal Training, Burn Fitness

TWITTER ACTIVITY HOUSEHOLD -vs- WORK/PLAYLatina

Millennial

Twitter Activity

Hispanic

Households

Latina Millennial

Geotagged tweet

How well are we really

listening to our customers?


ten key trends bob pearson march 1, 2017 - sysomos march 1 2017... · storytizing with social...

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