How Brands are Monitoring Your Online Conversations - Michael Fisher SXSW


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It’s a reality that digital word of mouth is here; and it is here to stay. Millions of online conversations are happening, yet until now, brands have struggled to find a way to measure the quantity or quality of those interactions. Did you post on your friend’s Facebook wall asking if they want to grab a burger at Red Robin? Or tweet about what awful service you received while waiting on hold for 15 minutes with your credit card provider? Or comment on a blog a post about your desire to buy a new pair of True Religion jeans? Well, people are listening. And reacting -- more than ever before. Unlike in the past, brands are now faced with the ability to harness word of mouth via social media. Consumers are helping to shape that brand perception, whether they know it or not. So what are brands tracking today, and what should they be tracking? Knowing how advertising dollars successfully translate to the social world can be tremendously powerful information, for example. Is Snickers or Bud Light most successful with its SuperBowl commercial? Plenty of conversations happened online -- were you one of them? Michael Fisher will leverage his deep expertise on this subject to reveal how the content and conversations happening online today are often coordinated, measured, and analyzed across all channels. How can the consumer leverage this channel to connect with brands in a more one-to-one manner. and how can the brands successfully communicate back?

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How Brands are Monitoring Your Online Conversations - Michael Fisher SXSW

  1. 1. Best Practices in Social MediaMichael Fisher, SVP Sales & Marketing, Alterian
  2. 2. Agenda• Introductions and Overview• Why are We Here• The Resources to Make it Happen• Alterian Case Studies in Social Media• Wrap Up/Next Steps
  3. 3. Introductions and Overview
  4. 4. Why we are here Social Social Social Monitoring Intelligence Business Photo by Janine White
  5. 5. The Evolution from Monitoring to Social Business Proactive Risk Planning and Management in Measurement in Healthcare Mass Media Case Studies Consumer Driven Research Driven Innovation in Outreach in CPG Technology
  6. 6. Example 1: Proactive Risk ManagementRegulatory compliance in Pharmaceuticals• A multi-national pharmaceutical company conducting business in 130 countries worldwide.• Along with the FDA in the United States, each country has their own regulatory environment• Moving beyond Brand Awareness and Crisis Management into Proactive Risk Management for Adverse Events• Social Media Monitoring is a key component of the business and regulatory strategy
  7. 7. What is an “Adverse Event”• Four data elements of an adverse event – Identifiable reporter – Identifiable patient (such as: initials, sex, age) – Mention of the suspected drug or product causing the AE – Adverse event or fatal outcome• Reports can come from any source – Healthcare professionals – Consumers – Friends and family – Legal Issues – Social Media
  8. 8. Data Driven Process• Corporate Policy: All AE’s must be reported within 24 hours of initial awareness• Monitoring Social Media for indications of Adverse Events – Corporately controlled properties (websites, feedback forms, Facebook, corporate blogs, etc) – All other public social media platforms (Twitter, Facebook, Blogs)• Process designed to first identify candidates of an Adverse Event in Social Media using keyword taxonomy and alerts• Human review to identify the candidate meets the criteria for an AE• Also monitor for governmental affairs reasons; voice of the consumer for healthcare regulations• Social Media Monitoring has become integrated into every day business decision making
  9. 9. Example 2: Planning & Measurement in Mass Media
  10. 10. Example 3: Consumer-Driven Innovation Multi-Billion Dollar Technology Company • Primary Research indicated a brand perception issue – Product Release Cycle – Product Functionality • Goal was to understand key constituents to drive better product development and product release efforts • Developed a panel of users that were recruited to be part of an advisory council • Users opted in and provided behavioral, attitudinal, and demographic information as part of the survey • Questions were included specific to social media usage • Almost 1/3 of the panel volunteered their Twitter Handle
  11. 11. Social Media Usage Survey Results • Almost half of Partners use social content in their jobs, with the Hungry and Thriving mindstates using it the most and the Struggling mindstate using it the least. • When it comes to the most helpful types of social content, over half selected forums or user-generated tutorials/help. • On average, partners spend 4.3 hours per week online using social content as a part of their job. Most Useful Social Content Types Forums or User-generated Social Content Use Tutorials/Help 53% Professionally Online Videos 44% Shared links to content or articles 41%Adapting 48% Partner-to-partner connectionsCruising 41% (networking) 27%Complacent 41% 46% 54% Social Networking 26%Struggling 33% Client feedback 26%Hungry 55%Thriving 56% Audio or Video Podcasts 25% 0% 20% 40% 60% 80% 100% Yes No
  12. 12. The PremiseYou can learn more observing animals in the wild than at the zoo…
  13. 13. Results by Segment• Tracked a panel of 686 Twitter users for 6 months• Tweets were categorized by topics of interest related to Company Products.• The Thriving segment has both the most overall posts and the highest percent of posts on topic – On average only 2% of posts were on topic, for Thriving almost 6% were on topic.• The Struggling segment has the fewest total posts and the smallest percent of posts on topic.• Of the topics categorized, a competitor product was the 3rd most tweeted about product.
  14. 14. Potential Influence• 77% of Tweets by the Thriving segment had 501 or more followers.• The Thriving segment has the most Influence potential, followed by Hungry.• The Struggling segment has a very small sample size; over 48% of Tweets have less than 50 followers; 43% have between 501 and 1000 followers. Highlighted Cells Indicate high proportion of Tweets
  15. 15. Sentiment by Segment• Most Tweets are neutral.• The Thriving and Complacent segments are the most positive.• The Struggling segment is the most negative• Only the Struggling segment had more negative than positive tweets.
  16. 16. Statistical Profile• The Thriving Segment has the largest number of posts• All results from the top 10 attributes are statistically significant.• This Segment is characterized by having more followers when compared to the others.• Products 4 and 6 are hugely over-indexed for the Thriving segment• They are over-indexed from Virginia.• This group has the best influence potential. The rows are highlighted in green are statistically significant, in red are not statistically significant.
  17. 17. Example 4: Research Driven Outreach for CPG Multi-National CPG • Goal is identify the top family-minded female social media users in the UK • Facilitate sharing of product information • Want to drive trust of key brands • Want to engage for trials of new brands • To drive revenue
  18. 18. The social media research methodology Demographic Benchmark SSM data set Report development Refresh SSM Demographic Q1 Report development data setVirtual Social Media Data Analytics:ethnography: Measurement: Identifying and Refresh Demographic SSM Q2 Report developmentDiscovery & Theme extracting a data setlearning validation to target data set ‘define’ target reaching back demographic over 18 months On-going tracking cycle
  19. 19. Virtual Ethnography Identified what mothers talk about online
  20. 20. Keywords and Themes • Relationships • DH (Dear Husband) • Step Parents/ Exes and their partners • Travel • Rules for custody• Social issues • Money • Rules for introducing • Family friendly • Campaigns & political • Budgeting new partners to kids locations lobbying • Offers and deals • Benefits - child and family • Letting off steam • Young peoples • Instant outlet • Children’s activities issues • Local is key • Consumer advice • Searching for allies • Womens issues • Seeking recommendation • Seeking emotional • School holiday • Local issues • Purchase locations validation activities • Child specialist purchases across all verticals• Working • Schooling • Food and Nutrition • Time management • Exams • Recopies • Work Life balance • Teenage Parenting • Pressure, Stress • Specialist Seasonal dishes • Social and Behavioural Issues• Returning to work after a career break • Revision techniques / Support • Dealing with Allergies • Emotional support • Drugs • Finding a school • Faddy / Fussy eaters • Talking to children about drugs • Legal rights • Admissions • Quick and easy options • Working practices • Dealing with impact • Bullying • Information • Child care entitlements • Underage drinking • Reassurance of moral / disciplinary stance • Risks and impacts of drinking • How to stop / manage kids drinking • • Boyfriends/girlfriends • Setting and enforcing rules • Downtime / Social Time • Technical support • Teenage sex • Funnies & Banter • Advice • More confident to • Safe Sex and Contraception • Domestic bliss • Products to use ask peers than • Teenage pregnancy - fears, coping, • Social Gaming • Specialised cleaning professional discussing • Celebrity gossip needs • Instant help • Support to challenge situations • Fashion and beauty (inc skin and • Stain removal • Security and parental controls • Fashion and clothing makeup) • Health related to cleaning • Viruses • Dressing too maturely • TV and film reviews products • Firewalls • How to talk to teenagers about it • Book clubs - reviews and • Selections of PC/Laptops • Risks discussions • Selections of games consoles • Piercing and tattoos
  21. 21. Social Media Searches "cooking for allergies" 1 Diet 1. Childrens health ("kids" or "children") and "obesity" 2 Health ("mother" or "mum") and "cleaning" ("mother" or "mum") and "housework" Household 3 2. Domestic issues ("kids" or "children") and "housework" cleaning ("kids" or "children") and "chores" "DD" and ("parent" or "family") 4 Family group 3. General family issues "DS" and ("parent" or "family") 5 Health 4. Mothers issues "DH" and "family" and "kids" "DC" and ("parent" or "family") 6 Back to work "mother" and "breast cancer" and "children" 7 Stay at home "daughter" and "cervical cancer" "Mum" and "anxiety" 8 Work "mum" and "stress" "mother" and "anxiety" 9 Bullying 5. Universal parenting issues "mother" and "stress" ("mother" or "mum") and " back to work" 10 Contraception "Stay at home mum" "working mum" 11 Discipline (“mum” or “mother”) and (“home working” or “working from home”) "children" and "bullying" 12 Divorce "son" and "bullying" 13 Family friendly "daughter" and "bullying" "daughter" and "the pill" 14 Fostering ("kid" or "children") and "discipline" 15 Holidays "Child" and "custody" and "Boyfriend" "Child" and "custody" and "girlfriend" 16 School "divorce" and "children" and "custody" "family" and "friendly" 17 Sex "fostering" and ("children" or "kids") 18 Travel ("Kids" or "children") and "holidays" "family" and "holidays" 19 Work ("kids" or "children") and "tuition fees" 20 Budgeting "Finding" and "Primary School" "Finding" and "Secondary School" 21 Let off steam 6. Social release "daughter" and "boyfriend" and "sex" "son" and "girlfriend" and "sex" 22 Socialising "teenager" and "sleeping together" 23 Always ultra 7. Target brands "daughter" and "facts of life" "son" and "facts of life" 24 Duracell "children" and "games" and "car journeys" "children" and "entertain" and "car journeys" 25 Fairy "working mother" ("mother" or "DH") and "let off steam" 26 Gillette ("mum or "Mother" or "DH") and "scream" 27 Lenor ("mum" or "mother" or "DH") and "scream" ("mum" or "mother" or "DH") and "rant" 28 Max factor ("mum" or "mother" or "DH") and "moan" "meeting other parents" 29 Olay "mother" and "Always Ultra" and "pads" "mum" and "Always Ultra" and "pads" 30 Oral b "Managing" and "Family" and "Budgets" "living on a budget" and "children" 31 Pampers "Saving money" and "family" and "Kids" "mum" and "Duracell" 32 Pantene "mother" and "Duracell" "mum" and "Fairy Liquid" 33 Pringles "mum" and "Fairy washing powder" 34 Feminine hygiene 8. Target categories "mum" and "Fairy dishwasher tablets" "mother" and "Fairy Liquid" 35 Hair care Role and theme "mother" and "Fairy washing powder" "mother" and "Fairy dishwasher tablets" "mother" and "Gillette" 36 Household cleaning development "mum" and "Gillette" "mum" and "Lenor" 37 38 Laundry Skin care "mother" and "Lenor" "mum" and "Max Factor" Technology "mother" and "Max factor" 39 9. Mothers and technology support "mum" and "Olay" "mother" and "Olay" 40 Alcohol 10. Parenting teenagers "mother" and "Oral B" "mum" and "Oral B" 41 Depression "mother" and "pampers" 42 Drugs "mother" and "Pantene" "mum" and "pantene" 43 Exams "kids" and "pringles" 44 Fostering ("mother" or "mum") and "sanitary towel" ("mother" or "mum") and "hair care" 45 Piercing ("mother" or "mum") and "stains" "family" and "stain removal" 46 Sex "kids" and "stain removal" 47 Sexualisation "kids" and "washing powder" "kids" and "fabric softner" 48 Tattoos ("mother" or "mum") and "skin care" 86 unique, defining 11 aggregate categories search terms
  22. 22. Finding the “Super Mums” Analytical Process • Ran all keywords and themes for Christmas Period 2010 • Focused on blogs and message boards/forums • Collected 105,000 conversations from a 6 week period – Blogs/Forums/Message Boards (no Twitter or Facebook) – and - most active sites • In Analytics environment, focused on authors and domains • Created a “Family Score” for each conversation • Identified top 600 females and their top domains • Created a data set of conversations from 600 “Super Mums” for key time periods (summer and holiday seasons) • Tracked activity and categories of conversations for “Super Mums”
  23. 23. Initial Results Net Sentiment Score: 108 Universal parenting issues 102 General family issues Being a mother (role) 79 Mothers health 104 Teenage parenting 14 Domestic issues 99 Childrens health 66 Social release 29 Mothers & Technology 99 Target categories 104 Target brands 99 0 5000 10000 15000 20000 25000 Winter Summer
  24. 24. Questions?Michael Fishermfisher@alterian.com708-267-6954