Social Media Marketing Research:<br />Monitoring, Mining, & Measuring <br />The Social Space For Marketing Insights<br />P...
Agenda:<br />Social Media Marketing Research Overview<br />Nuts And Bolts Of Social Media Research<br />The Three M’s <br ...
What Is Social Media Marketing Research?<br />Social Media Marketing Research is tapping into the millions of digital conv...
Benefits Of Social Listening<br /><ul><li>Raw and Unfiltered Conversations
Trendable across Months and Years
Vast Sample Sizes
An Infinite amount of Topics
Opinions generated 24/7</li></li></ul><li>Where Does Social Media Research Fit In?<br />Source: JD Power Web Intelligence<...
Social Research Transcends All Functions<br />Source: Netbase<br />
Nuts & Bolts Of Social Listening<br />
Social Research Begins With Key Words<br />Brand<br />Your brands, business units, or product offerings<br />Names of spec...
Phrases that define the markets you serve
Larger industry keywords or categories
Professional organizations you belong to or that fit your business profile
Names of thought leaders in the industry you serve</li></ul>Competitors<br /><ul><li>Names of competitive companies, brand...
Stakeholders in those companies
Buzz around competitive campaigns or promotions</li></li></ul><li>Two Approaches To Data Gathering<br />Source: MotiveQues...
Key Words Into Search Terms<br />Source: MotiveQuest<br />
Looking Out For Context “Gotchas”<br />Source: MotiveQuest<br />
Monitoring For Brand Defense<br />
Who Owns Your Brand?<br />
14<br />Who Owns Your Brand?<br />“You Don’t Own Your Brand….<br />Your Customer Does….”<br />And If It’s Their Brand,<br ...
Monitoring For Brand Defense<br />
Monitoring For Brand Defense<br />“	What we didn’t get was the passion this very loyal small group of consumers have. That...
Monitoring Is The First Step Towards Engagement<br />
Mining For Brand Opportunity<br />
Mining For Brand Opportunity<br />Digital Brand Essence & Positioning<br />Developing Social Content<br />Keyword Strategi...
Digital Brand Essence<br />Source: JD Power Web Intelligence<br />
What Can Brand Conversations Tell You?<br />Source: JD Power Web Intelligence<br />
200<br />180<br />160<br />140<br />131<br />125<br />117<br />120<br />112<br />110<br />108<br />108<br />104<br />98<br...
95% Of Conversations Unbranded<br />BRAND MENTIONS IN CONVERSATION: 10/08-09/09<br />n= 192,055<br />Brand Mentions<br />5...
Listening For Tension To Find Unmet Needs<br />“Dinnertime is very tough in our house, as my husband eats no (and I repeat...
Needs Lead To New Products…<br />Source: Nielsen Online<br />
…OrAlternate Product Usages<br />Breakfast For Dinner<br />BACON DRIVERS (MOMS) - 10/08-09/09<br />MOMS’ TOP USAGE OCCASIO...
16% of bacon-for-dinner conversation is bacon in dinner recipes.
8% of bacon-for-dinner conversation is BLTs.</li></ul>SHARE OF MOMS’ BACON CONVERSATION<br />Source: MotiveQuest<br />
Listen For Passion To Find Emotion<br />“I love the bacon craze that has hit … My last meal on earth, I want channel 4’s b...
Map And Track Emotions Over Time<br />OM Categories<br />CATEGORY COMPARISON: EMOTIONS EXPRESSED ACROSS CATEGORIES:  10/08...
Follow Conversations In Unlikely Places<br />WHERE BACON CONVERSATION IS HAPPENING: <br />TYPE OF ONLINE COMMUNITIES<br />...
Measuring What Good Looks Like<br />
Count What’s Worth Counting<br />“Everything that can be counted does not necessarily count; everything that counts cannot...
Social Has A Lot Of Things To Count<br />
Metrics That Match The Mission<br />The Reason We Are Going Social Is To…<br />…Generate Sales Leads<br />…Establish Bette...
Social Involvement Pyramid<br />Relationship with the Brand<br />
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Social Media Marketing Research: Monitoring, Mining, & Measuring the Social Space for Marketing Insights

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Transcript of "Social Media Marketing Research: Monitoring, Mining, & Measuring the Social Space for Marketing Insights"

  1. 1. Social Media Marketing Research:<br />Monitoring, Mining, & Measuring <br />The Social Space For Marketing Insights<br />Paul M. Banas – Kraft Foods <br />Consumer Insights & Strategy<br />
  2. 2. Agenda:<br />Social Media Marketing Research Overview<br />Nuts And Bolts Of Social Media Research<br />The Three M’s <br />Monitoring For Brand Defense<br />Mining For Brand Opportunity<br />Measuring What Good Digital Marketing Looks Like<br />
  3. 3. What Is Social Media Marketing Research?<br />Social Media Marketing Research is tapping into the millions of digital conversations occurring daily throughout the social space in order to discover consumer insights.<br />
  4. 4. Benefits Of Social Listening<br /><ul><li>Raw and Unfiltered Conversations
  5. 5. Trendable across Months and Years
  6. 6. Vast Sample Sizes
  7. 7. An Infinite amount of Topics
  8. 8. Opinions generated 24/7</li></li></ul><li>Where Does Social Media Research Fit In?<br />Source: JD Power Web Intelligence<br />
  9. 9. Social Research Transcends All Functions<br />Source: Netbase<br />
  10. 10. Nuts & Bolts Of Social Listening<br />
  11. 11. Social Research Begins With Key Words<br />Brand<br />Your brands, business units, or product offerings<br />Names of specialized services you offer<br />Names or terms around specific campaigns<br />Key stakeholders in your organization<br />Nicknames, abbreviations, or misspellings of any of the above<br />Category/Industry<br /><ul><li>Terms related to verticals you specialize in
  12. 12. Phrases that define the markets you serve
  13. 13. Larger industry keywords or categories
  14. 14. Professional organizations you belong to or that fit your business profile
  15. 15. Names of thought leaders in the industry you serve</li></ul>Competitors<br /><ul><li>Names of competitive companies, brands, products, and services
  16. 16. Stakeholders in those companies
  17. 17. Buzz around competitive campaigns or promotions</li></li></ul><li>Two Approaches To Data Gathering<br />Source: MotiveQuest<br />
  18. 18. Key Words Into Search Terms<br />Source: MotiveQuest<br />
  19. 19. Looking Out For Context “Gotchas”<br />Source: MotiveQuest<br />
  20. 20. Monitoring For Brand Defense<br />
  21. 21. Who Owns Your Brand?<br />
  22. 22. 14<br />Who Owns Your Brand?<br />“You Don’t Own Your Brand….<br />Your Customer Does….”<br />And If It’s Their Brand,<br />What Are They Saying About It?<br />
  23. 23. Monitoring For Brand Defense<br />
  24. 24. Monitoring For Brand Defense<br />“ What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.” – Tropicana Executive<br />Source: Nielsen Online<br />
  25. 25. Monitoring Is The First Step Towards Engagement<br />
  26. 26. Mining For Brand Opportunity<br />
  27. 27. Mining For Brand Opportunity<br />Digital Brand Essence & Positioning<br />Developing Social Content<br />Keyword Strategies For SEO/SEM<br />“White Spaces” for New Product Development<br />Ongoing Tracking of Digital KPIs<br />Alternate Product Usage<br />
  28. 28. Digital Brand Essence<br />Source: JD Power Web Intelligence<br />
  29. 29. What Can Brand Conversations Tell You?<br />Source: JD Power Web Intelligence<br />
  30. 30. 200<br />180<br />160<br />140<br />131<br />125<br />117<br />120<br />112<br />110<br />108<br />108<br />104<br />98<br />100<br />80<br />60<br />47<br />40<br />20<br />0<br />Oscar Mayer<br />Brand A<br />Brand B<br />Brand C<br />Brand D<br />Comparing Brand Sentiment<br />SIM Score<br />SIM SCORES FOR OM’s NATURAL COMPETITION<br />Q1 (2010)<br />Q2 (2010)<br />SIM SCORE<br />
  31. 31. 95% Of Conversations Unbranded<br />BRAND MENTIONS IN CONVERSATION: 10/08-09/09<br />n= 192,055<br />Brand Mentions<br />5%<br />No Brand Mentions<br />95%<br />COLD CUTS CONVERSATION = 4% BRANDED<br />BACON CONVERSATION = 2% BRANDED<br />HOT DOG CONVERSATION = 6% BRANDED<br />Source: MotiveQuest<br />
  32. 32. Listening For Tension To Find Unmet Needs<br />“Dinnertime is very tough in our house, as my husband eats no (and I repeat, NO) vegetables. Any attempt I make at hiding them in things is always thwarted by his dissecting of his food before he eats it.”<br />“What does [cooking bacon] do to the inside of your oven? Grease splatters? …I've been wanting to try this, but have been concerned about how greasy the oven would get.”<br />“[My daughter] goes to school every day and I have to prepare hot/cold lunch for her but it is extremely difficult when she doesn’t eat the normal kid’s favorite sandwiches..”<br />
  33. 33. Needs Lead To New Products…<br />Source: Nielsen Online<br />
  34. 34. …OrAlternate Product Usages<br />Breakfast For Dinner<br />BACON DRIVERS (MOMS) - 10/08-09/09<br />MOMS’ TOP USAGE OCCASIONS - 10/08-09/09<br /><ul><li>48% of bacon-for-dinner conversation is bacon-and-eggs (mom calls bacon “breakfast for dinner” 8% of the time).
  35. 35. 16% of bacon-for-dinner conversation is bacon in dinner recipes.
  36. 36. 8% of bacon-for-dinner conversation is BLTs.</li></ul>SHARE OF MOMS’ BACON CONVERSATION<br />Source: MotiveQuest<br />
  37. 37. Listen For Passion To Find Emotion<br />“I love the bacon craze that has hit … My last meal on earth, I want channel 4’s bacon explosion...”<br />“Woke to DH cooking Bacon – love to wake up that way!”<br />“BACON ROCKS! They should serve it for breakfast, lunch and dinner. YUM!”<br />27<br />
  38. 38. Map And Track Emotions Over Time<br />OM Categories<br />CATEGORY COMPARISON: EMOTIONS EXPRESSED ACROSS CATEGORIES: 10/08-09/09<br />Hybrid Cars<br />Financial Services<br />Cellular<br />Source: MotiveQuest<br />
  39. 39. Follow Conversations In Unlikely Places<br />WHERE BACON CONVERSATION IS HAPPENING: <br />TYPE OF ONLINE COMMUNITIES<br />Source: MotiveQuest<br />29<br />
  40. 40. Measuring What Good Looks Like<br />
  41. 41. Count What’s Worth Counting<br />“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted”<br />Albert Einstein<br />
  42. 42. Social Has A Lot Of Things To Count<br />
  43. 43. Metrics That Match The Mission<br />The Reason We Are Going Social Is To…<br />…Generate Sales Leads<br />…Establish Better Customer Service<br />…Engender Consumer Loyalty<br />…Address A PR Situation<br />…Shift Brand Perceptions<br />…Increase Consumer Involvement With Brand<br />
  44. 44. Social Involvement Pyramid<br />Relationship with the Brand<br />
  45. 45. Social Involvement Pyramid<br />Awareness:<br />Consumer passively receiving messages about the brand<br /><ul><li> Impressions Served
  46. 46. Reach
  47. 47. Brand Mention Amplification</li></ul>Can’t stop here – it’s like building a house, your not done just because you’ve dug the foundation<br />Awareness<br />
  48. 48. Awareness<br />Number of Impressions/Reach of All Brand Conversations by Day<br />People Reached Via Social Media<br />
  49. 49. Social Involvement Pyramid<br />Participation:<br />A simple effort to interact with the brand<br /><ul><li> Click Through Rate (CTR) On Content
  50. 50. Number of Submissions (Simple Response)
  51. 51. “Likes”
  52. 52. Coupon Take Rate</li></ul>‘Push Button” Engagement: More than being simply Aware, but a step below true Engagement<br />Participation<br />
  53. 53. Participation<br />Promotional Submissions By Source<br />
  54. 54. Social Involvement Pyramid<br />Engagement:<br />Greater and/or more frequent effort to engage with the brand and share content with others<br /><ul><li> Avg. Daily Active Users/Fan Base
  55. 55. % Sharing
  56. 56. # of Repeat Comments/Likes</li></ul>Consumers Spending More of Their Own Time And Social Capital To Interact with Brand<br />Engagement<br />
  57. 57. Engagement<br />Average Daily <br />Active Users<br />Fan Page <br />Engagement Ratio<br />TOTAL Brand Facebook Fan Base (“Likes”)<br />
  58. 58. Social Involvement Pyramid<br />Advocacy:<br />The consumer is committed to the brand and is speaking (unsolicited) on behalf of the brand with other consumers<br /><ul><li> Positive UGC on Brand’s Behalf
  59. 59. Net Promoter Score
  60. 60. # Social Recommendations to Friends</li></ul>Advocacy<br />
  61. 61. Advocacy<br />
  62. 62. What About ROI?<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />Viewer<br />NOL ‘Unified’<br />1x1 pixel tag<br />Ad Server<br />NOL NetSight<br />Meter<br />Campaign Exposure DB<br />Nielsen Panelists<br />Source: Nielsen Online<br />43<br />
  63. 63. Thank You…. Any Questions?<br />

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