Using Social Data to Predict Real Time Trends

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Using social data to predict real time trends
Joe Martin | Manager Adobe Digital Index
Andy Netzel | Senior Manager Social Marketing TTI Floor Care
#AdobeSummit

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Joe Martin
Sr. Analyst Adobe Digital Index
@joemarti
@Adobeindex
#AdobeSummit

Andy Netzel
Senior Manager, TTI Floor Care
@Andy216
#AdobeSummit

Welcome to Utah – A Local Skiers Guide

Welcome to Utah – A Local Skiers Guide
SnowBird
Big Emma (Easiest)
Gadzoom/Little Cloud (Moderate)
Mineral Basin (Moderate/Advanced)
Tram (Expert)
Alta
Sunnyside (Easiest)
Collins (Moderate/Advanced)
Sugarloaf (Moderate/Advanced)
Wildcat & Supreme (Expert)

Track social like a local

Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run – geo, emotion, and sentiment
4 | Black diamond run – identifying trends in multiple industries
5 | Back country double black – predicting real time trends with social buzz.

10+ years of social media
We are all experts right?

Key Takeaways
Basic brand monitoring
on your company and
its competitors
1 Creating predictions
from historical buzz for
future decisions
3Identify social buzz
trends to make
adjustments to
marketing
2

Agenda

© 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Green Circle Run – Sunnyside lift Alta
11

Green Circle Run – Survey
12
How many Oscars has Leonardo DiCaprio Won?
A.1
B. 2
C.None
D.3

How many Oscars has Leonardo DiCaprio Won?
A.1
B. 2
C.None
D.3
Monitoring the Oscars
13
Leonardo DeCaprio had nearly 3x more buzz than Matthew
McConaghey in 2014, but his first Oscar eluded him

The NBA
14
LeBron James edged out MJ
in player buzz before the
season… but…

The NBA
15
Michael lets his rings
do the talking

Brand monitoring demo
16

17
 Understand brand strength vs. competitors
 Monitor new and existing products buzz
 Track buzz around ad campaigns

Hoover and social
18
Nobody Wants To Tweet With Their Vacuum.

Hoover and social
19
 But LOTS of people tweet about their vacuum
 Especially when it breaks.

Green Circle – Instructor Tips
20
 Hypothesize – What can basic brand
monitoring show me about my brand
 Ideas
 Month-over-month and Year-over-year
growth/decline
 Growth after social push vs. average
day
 Brand strength vs. competitors
 Product strength vs. competitors
 Learn: What are people saying about my
brand?
 Act: How can you surprise and delight
those folks?

Agenda

Blue Square Run– Collins lift – Saddle Run
22

What country has the biggest soccer fans?
Answer:
Trick question.
Japan, USA, Brazil,
and UK tied for 12%
share of social buzz
The World Cup
23

Social buzz leading to real time and future decisions
24
Finding emerging markets for your brand – Indonesia, Malaysia, and
Nigeria also made the top 10 for the World Cup buzz.
 Where should you expand next?
 Social buzz is a real time survey inside the head of your consumer

Brazilians and the World Cup
25
 Who remembers how Brazilians felt about the World Cup before the games started?
 42% of social buzz from Brazilians expressed Sadness, Anger, or Disgust related to the World Cup before it started
 I lived in Brazil when I was 19, emotions can change…..and we can track it.

Brazilians and the World Cup
26
57% Joy, Admiration, Anticipation

Social sentiment can reveal a lot about your brand
27
 Make quick decisions around customer demands
 Respond to customers or trends
 Understand why brand has good sentiment or poor sentiment

Geo and Emotion Demo
28

Hoover reviews
29

Hoover reviews
30

Hoover Reviews
31

Hoover Reviews
32
But the story isn’t over…

Hoover Reviews
33

Hoover Reviews
34
Before we had a chance to craft our response,
we noticed a note by a familiar face.

Hoover Reviews
35
Conspicuous Consumer wasn’t just a happy customer.
She was now an advocate.

Hoover Reviews
36
1-1-Many
Team of 3 -> 500 Videos -> 1,000,000 views
Team of 125 -> 750,000 Calls -> 750,000 Affected

Blue square– Instructor Tips
37
 Hypothesize – what can I understand better
with geo, emotion, and sentiment social
analysis
 Ideas
 What international geos or regions to
expand into next
 Real time response to negative social buzz
 Benchmark for how consumers or
businesses perceive your brand or product
 Scale: Turn 1-to-1 interactions into a show-
don’t tell proof point.
 Leverage: Integrate social into non-social
arenas.

Agenda

Black Diamond Run – Sugarloaf lift at Alta
39

Retail and social
40
Identify trending products and tie to inventory levels. Ensure products are stocked

Automotive and social
41
Automotive Insight buzzed about 2015
models, the new Motortrend award
Adobe Digital Index most buzzed about
car of the year

Hoover and social
42
Save for Andy

Hoover and social
43

Black diamond – Instructor Tips
44
 Hypothesize – How can I use social buzz
to identify trends
 Ideas
 Travel – trending cities, beach-towns,
other tourist destinations
 Media – impact of advertising campaign
(Super Bowl)
 Retail – link social buzz to inventory
 Automotive – Adobe Digital Index 2015
most buzzed about vehicle award
 Listen: Targeted listening can become
your biggest ROI

Agenda

Backcountry Double Black Run
46
The Widow Maker

The movies and social buzz
47

Social buzz and the movies
48
 Movie profitability
 23 for 23 basing profitability off of social
buzz
 Advanced modeling can add predictive
elements for product launches
 Ex: Fitbit charge

The Super Bowl
49
Super Bowl war room

The Super Bowl
50
 Super Bowl war room picturesMy war room
 Algorithm based on total buzz, buzz growth vs
average day, international reach, positive sentiment,
spend efficiency.

The Super Bowl
51
My war room

The Super Bowl
52
#Likeagirl wins in our first ever Digital Index 2nd screen awards.
• Largest International reach: Nissan (55%)
• Largest buzz growth: Avocados of Mexico
(3000%)
• Most positive sentiment: Proctor &
Gamble

The Super Bowl
53
 Super Bowl war room picturesMy war room
 Creative statistics and formulas can create other
insights from social listening
 Compare products or services against each other
 Understand best events to advertise during or what
content is performing the best in the social sphere

Hoover and social
54

Instructor Tips
55
 Hypothesize – What advanced models
can I create with social buzz
 Ideas
 Predict success of products based off of
historical buzz (FitBit Charge)
 Algorithm to compare social buzz from
successful marketing campaigns to less
successful.
 Create buzz from your buzz.
 Learn: Buzz is more than just mentions,
look for ways to incorporate geo, emotion,
growth, and predictions into your social
strategy

Key Takeaways
on your company and
its competitors
1 Creating predictions
from historical buzz for
future decisions
3Identify social buzz
trends to make
adjustments to
marketing
2

Action Items
 Start tracking your brand and products now
 Identify emerging markets with buzz in new geos
 Monitor sentiment/emotion to engage consumers in real time or improve
products and services
 Look for new ways to use buzz – link to inventory levels, create new product
award, upsell opportunities,
 Create advanced models with historical buzz to project success of future
products or content
Track Social Like a Local!

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Using Social Data to Predict Real Time Trends

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