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SXSW 2014: The Art and Science of Social Listening
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SXSW 2014: The Art and Science of Social Listening

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How can marketers, social strategists, and creative minds get the most out of social listening and generate actionable insights? ...

How can marketers, social strategists, and creative minds get the most out of social listening and generate actionable insights?

Most companies know social listening is important - Forrester Research estimates companies will spend $1.6 billion on social brand tracking by 2014 - but few know how to transform it into social intelligence and, more importantly, turn the listening into acting.

Through science and a good dose of art, marketers can turn social listening into a powerful tool for extracting deep consumer insights, informing the course of a strategy, optimizing & course correcting, inspiring creative ideas, and even sparking innovation.

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SXSW 2014: The Art and Science of Social Listening SXSW 2014: The Art and Science of Social Listening Presentation Transcript

  • 1Proprietary & Confidential. © 2014 R/GA All rights reserved. / The Art and Science of Social Listening
  • 2Proprietary & Confidential. © 2014 R/GA All rights reserved. / Anne Taillandier Kristin O’Halloran #ArtSciSoc
  • 3 Social listening is the process of analyzing online conversations and creating actionable insights to inform business decisions.
  • 4Proprietary & Confidential. © 2014 R/GA All rights reserved. / Agenda Landscape Use Cases Exercise 1 Define Topics Exercise 2 Build Query Exercise 3 Categorize Case Studies Methodology
  • 5Proprietary & Confidential. © 2014 R/GA All rights reserved. / Staggering volume of data created
  • 6Proprietary & Confidential. © 2014 R/GA All rights reserved. / Every minute Facebook posts uploaded to Instagram 3,600 photos 278,000 tweets 100 hours Video uploaded to YouTube 2.5MM
  • 7Proprietary & Confidential. © 2014 R/GA All rights reserved. / Content lives everywhere
  • 8Proprietary & Confidential. © 2014 R/GA All rights reserved. / “Finding and acting on insights gleaned from online and social discussions requires the right combination of a clear objective, business planning, technology, and, most importantly, people to do the work.” - "Roles And Responsibilities For Social Intelligence" Forrester report. August 2013
  • 9Proprietary & Confidential. © 2014 R/GA All rights reserved. / 80% 59% 58% 51% 30% 22% 19% 45% 23% 23% 21% 10% 10% 8% Facebook YouTube Google+ Twitter LinkedIn Instagram Pinterest Accounts Active Social sources % of the global internet audience
  • 10Proprietary & Confidential. © 2014 R/GA All rights reserved. / 80% 59% 58% 51% 30% 22% 19% Different adoption rates Source:GWI Social is where GlobalWebIndex presents the very latest figures for social media adoption and usage across more than 30 global markets. In this edition, we draw on data from our Q4 2013 wave of research, released in January 2014 % of the global internet audience
  • 11Proprietary & Confidential. © 2014 R/GA All rights reserved. / Different genders 56% 44% 39% 61% 60% 40% 62% 38% 62% 38% 48%52% 67% 33% MaleFemale
  • 12Proprietary & Confidential. © 2014 R/GA All rights reserved. / And age range 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64
  • 13Proprietary & Confidential. © 2014 R/GA All rights reserved. / Geographic differences Latin America Europe Middle East & Africa Asia Pacific 48% 27% 8% 51% 25% 11% 52% 28% 10% 43% 18% 6% 55% 24% 12% North America
  • 14Proprietary & Confidential. © 2014 R/GA All rights reserved. / Tools
  • 15Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  • 16Proprietary & Confidential. © 2014 R/GA All rights reserved. / http://www.youtube.com/w atch?v=57dzaMaouXA
  • 17Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  • 18Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  • 19Proprietary & Confidential. © 2014 R/GA All rights reserved. /
  • 20Proprietary & Confidential. © 2014 R/GA All rights reserved. / Reviews Ecommerce Sites Blog/Forum
  • 21Proprietary & Confidential. © 2014 R/GA All rights reserved. / Research If available supplement with Primary or Secondary research. It can be used to help inform the listening, or after to help validate insights from listening • Audience & Usability Studies • Focus Groups • Questionnaires • Panels • Longitudinal Studies
  • 22Proprietary & Confidential. © 2014 R/GA All rights reserved. / Everybody is doing it but different levels of maturity
  • 23Proprietary & Confidential. © 2014 R/GA All rights reserved. / Different levels of maturity Monitoring Listening Intelligence
  • 24Proprietary & Confidential. © 2014 R/GA All rights reserved. / Monitoring Keep a pulse on all conversation specific order to identify both positive and negative conversations along with the appropriate method of dissemination and response Customer Service Corporate Communications Planning Crisis Management Competitive Tracking
  • 25Proprietary & Confidential. © 2014 R/GA All rights reserved. / Listening Deeper understanding of conversations about a given topic or brand. Include proactive efforts, such as market research or marketing measurement. Strategy Definition Concepting and Ideation Creative Development Tactical Planning Success Measurement
  • 26Proprietary & Confidential. © 2014 R/GA All rights reserved. / Intelligence Full integration of social data into existing business strategies and technologies. This stage is an opportunity to automate the insights process and integrate and distribute social data across the organization. Product or Service Whitespace Brand Identity Audience Definition
  • 27Proprietary & Confidential. © 2014 R/GA All rights reserved. / Find trends that happened during last year’s All Star Week to help inform creative concepting and messaging for our sponsorship campaign Case Study: All Star Week – The Ask
  • 28Proprietary & Confidential. © 2014 R/GA All rights reserved. / The Homerun Derby is the most viral social timeframe during All-Star Week
  • 29Proprietary & Confidential. © 2014 R/GA All rights reserved. / Insight Prioritize an activation around Home Run Derby Gamify the conversation that ties in with Home Run Derby conversations Action
  • 30Proprietary & Confidential. © 2014 R/GA All rights reserved. / Methodology /01 Definition /02 Topics /03 Query /04 Categorize /05 Insights
  • 31Proprietary & Confidential. © 2014 R/GA All rights reserved. / /01 Definition
  • 32Proprietary & Confidential. © 2014 R/GA All rights reserved. / Typical starting point Do millennials like us? Can you do listening on sports? How do people talk about premium liquor?
  • 33Proprietary & Confidential. © 2014 R/GA All rights reserved. / There is no magic button
  • A place to gain qualitative insights from samples of conversations Dependent on human interpretation Relies on a relative estimation of the volume of conversation A place that you can ask specific questions directly to an audience An automated machine-based analysis A research tool that can be controlled IS NOT IS
  • 35Proprietary & Confidential. © 2014 R/GA All rights reserved. / The brief WHY WHAT WHERE WHO HOW
  • 36Proprietary & Confidential. © 2014 R/GA All rights reserved. / WHY Why are we doing this? What are the marketing or business objectives?
  • 37Proprietary & Confidential. © 2014 R/GA All rights reserved. / WHO Who is our audience? Are we focusing on specific geographies? Are we listening in different languages? What research do we have on the audience? Who are the celebrities endorsers?
  • 38Proprietary & Confidential. © 2014 R/GA All rights reserved. / WHERE What channels are we considering?
  • 39Proprietary & Confidential. © 2014 R/GA All rights reserved. / What is the category or competitive set? What are past campaigns or hashtags used? What research do we have on the topic/category? What themes, if any, are being considered? Are we using this for product development? WHAT
  • 40Proprietary & Confidential. © 2014 R/GA All rights reserved. / HOW How will we use the insights? What is the desired outcome?
  • 41Proprietary & Confidential. © 2014 R/GA All rights reserved. / How do people talk about romance? Case Study: Romance – The Ask
  • 42Proprietary & Confidential. © 2014 R/GA All rights reserved. / The Brief Understand online conversations about romance to inform social content, creative, and messaging for a global digital campaign – for the re-launch of a CPG body spray Women 18-24 in the USA and Argentina A list of social networks and websites that are relevant for the campaign Competitive set extends to celebrity fragrances that appeal to young women Fodder for our creative digital development A list of recommended topics and issues for conversation calendar/messages Top influencers and key opinion leaders to inform partnership ideas WHY WHO WHERE WHAT HOW
  • 43Proprietary & Confidential. © 2014 R/GA All rights reserved. / But romance is broad
  • 44Proprietary & Confidential. © 2014 R/GA All rights reserved. / /01 Definition /02 Topics /03 Query /04 Categorize /05 Insights
  • 45Proprietary & Confidential. © 2014 R/GA All rights reserved. / /02 Topics
  • 46Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics The approach
  • 47Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics Brief
  • 48Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics Brief Research
  • 49Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics Brief Research Brainstorm
  • 50Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics Brief Research BrainstormShare
  • 51Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topics Brief Research BrainstormShare Hypotheses
  • 52Proprietary & Confidential. © 2014 R/GA All rights reserved. / How do people talk about romance? Case Study: Romance – The Ask
  • 53Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: romance - defining topics Romance Gestures Most common gestures Most creative gestures With negative associations Fragrance Role of fragrance in romance Association of fragrance with attraction Specific scents mentioned in connection with romance Technology Romantic gestures that involve technology Impact of technology on romance Use of technology in response to great romantic gestures
  • 54Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: romance - defining topics Romance Gestures Most common gestures Most creative gestures With negative associations Fragrance Role of fragrance in romance Association of fragrance with attraction Specific scents mentioned in connection with romance Technology Romantic gestures that involve technology Impact of technology on romance Use of technology in response to great romantic gestures
  • 55Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: romance - defining topics Romance Gestures Most common gestures Most creative gestures With negative associations Fragrance Role of fragrance in romance Association of fragrance with attraction Specific scents mentioned in connection with romance Technology Romantic gestures that involve technology Impact of technology on romance Use of technology in response to great romantic gestures
  • 56Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: romance - defining topics Romance Gestures Most common gestures Most creative gestures With negative associations Fragrance Role of fragrance in romance Association of fragrance with attraction Specific scents mentioned in connection with romance Technology Romantic gestures that involve technology Impact of technology on romance Use of technology in response to great romantic gestures
  • 57Proprietary & Confidential. © 2014 R/GA All rights reserved. / Exercise 1: Define Topics (15 min topic discussion, 10 min answer presentation) The Assignment: • Define 3-5 key topics that will guide the listening about one of the questions below (listed on page 4) • Page 5 will show you the romance example we just went over and a few tips on how to get started • The brief for your assigned topic can be found on page 6 1. How are people talking about (American) Football online? 2. Can you find insights about how people talk about Cooking? 3. What do people say about Bourbon?
  • 58Proprietary & Confidential. © 2014 R/GA All rights reserved. / /01 Definition /02 Topics /03 Query /04 Categorize /05 Insights
  • 59Proprietary & Confidential. © 2014 R/GA All rights reserved. / /03 Query
  • 60Proprietary & Confidential. © 2014 R/GA All rights reserved. / Searches text strings or verbatims Uses a mix of keywords and phrases Connected using boolean logic Carefully written to deal with special cases What is a query?
  • 61Proprietary & Confidential. © 2014 R/GA All rights reserved. / Verbatim text string “#SXSW” “SXSW Music” “Indie Pop Rock” “Wild Ones”
  • When topics are broad, use phrases to focus in on a particular subject you’re looking for. Use natural language of the channel Examples: “I want to buy…” “my favorite…” “I love…” Clear, decisive, words that will accomplish what you’re looking for Examples: #hashtags Brand Name Adjectives Nouns Keywords Phrases
  • 63Proprietary & Confidential. © 2014 R/GA All rights reserved. / Uses boolean logic Chicken AND Waffles Chicken OR Waffles (includes Chicken AND Waffles) Chicken AND NOT Waffles Chicken Waffles Chicken Waffles Chicken Waffles
  • 64Proprietary & Confidential. © 2014 R/GA All rights reserved. / Special cases What do you do when your brand is an actual word: “Target,” “Dove,” ”Clear,” “Impulse”? How about a payment method: “MasterCard”
  • 65Proprietary & Confidential. © 2014 R/GA All rights reserved. / Special cases What do you do when your brand is an actual word: “Target,” “Dove,” ”Clear,” “Impulse”? How about a payment method: “MasterCard” Solution: Use boolean logic such as “AND” and “NOT” And additional parameters, such as “NEAR”
  • 66Proprietary & Confidential. © 2014 R/GA All rights reserved. / Tips and tricks to get started Think about how the audience would post about the topic Consider source of conversations, you may need different queries for different channels Comb through Twitter or another channel taking broad strokes to get basic understanding how people speak Conduct small focus groups to understand how people talk about the topic Circulate ideas with others to get a second pair of eyes
  • 67Proprietary & Confidential. © 2014 R/GA All rights reserved. / It’s not a quick process Iterate Iterate Iterate
  • 68Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: keywords and phrases Romance (Romantic gestures) Romance and fragrance Romance and technology Most common gestures Most creative gestures With negative associations Role of fragrance in romance Association of fragrance with attraction Specific scents mentioned in connection with romance Romantic gestures that involve technology Impact of technology on romance Use of technology in response to great romantic gestures
  • 69Proprietary & Confidential. © 2014 R/GA All rights reserved. / Case study: keywords and phrases Romance (Romantic gestures) Romance and fragrance Romance and technology “the most romantic thing my boyfriend/he” “I love/like it when my guy/boyfriend” “It’s so sweet when a guy” “so romantic when he/a guy/my boyfriend” “scent” “smell” “fragrance” “perfume” “smelling good” AND Romance (Romantic gestures) OR date, dinner, going out, getting ready, dancing, clubbing, party Romance (Romantic gestures) AND “tweet” “post” “Facebook” “blog “ “text” “call” “tag” “picture” “status”
  • 70Proprietary & Confidential. © 2014 R/GA All rights reserved. / Exercise 2: Build a query (20 min query building, 10 minutes questions) Build query based on one of the topics defined in the earlier exercise as explained on page 7 Brief: Football Topic: Tailgating Brief: Cooking Topic: Entertaining Brief: Bourbon Topic: Cocktail Recipes
  • 71Proprietary & Confidential. © 2014 R/GA All rights reserved. / Exercise 2: Tips Tips Use a search engine to explore the topic to get a sense of the current discussion themes Go to Twitter or Statigram and search on relevant word/topic or hashtag
  • 72Proprietary & Confidential. © 2014 R/GA All rights reserved. / /01 Definition /02 Topics /03 Query /04 Categorize /05 Insights
  • 73Proprietary & Confidential. © 2014 R/GA All rights reserved. / /04 Categorize
  • 74Proprietary & Confidential. © 2014 R/GA All rights reserved. / Get your bearings
  • 75Proprietary & Confidential. © 2014 R/GA All rights reserved. / Technique Read through sample of posts (~200) and start broad with broad categories Identify irrelevant mentions Categories may be an attribute or a tone, not a just keyword One post may fit into multiple categories, and that’s okay Once you hit a large enough number of posts with a similar category, you can consider sub-categories
  • 76Proprietary & Confidential. © 2014 R/GA All rights reserved. / Technique Read through sample of posts (~200) and start broad with broad categories Identify irrelevant mentions Categories may be an attribute or a tone, not a just keyword One post may fit into multiple categories, and that’s okay Once you hit a large enough number of posts with a similar category, you can consider sub-categories TIP: Basic categories to start with: • Pro or Con • Brand(s) Mentioned or not • Pre/During/Post purchase or experience • Intent to purchase/experience • Aspirational (I wish…, I would kill to…) or realistic
  • 77Proprietary & Confidential. © 2014 R/GA All rights reserved. / Sample the conversation Verbatim #Random but it is so cute when a guy sings to you even when he can't sing ! I find it so cute when a guy gives his girl forehead kisses Love it when my guy makes dinner for me. I get to sit and be lazy ;-) Ladies if a guy pauses his video game to text you back. That's love. I love when guys go out of their way to open the door for me it makes me smile I absolutely love when my boyfriend posts status' about me. It makes me feel special! And let's the world know he belongs to me. #inlove I think it's cute when a guy texts me every morning just to tell me good morning. =)
  • 78Proprietary & Confidential. © 2014 R/GA All rights reserved. / Sample the conversation Verbatim Quality Topic #Random but it is so cute when a guy sings to you even when he can't sing ! 2 gesture I find it so cute when a guy gives his girl forehead kisses 2 gesture Love it when my guy makes dinner for me. I get to sit and be lazy ;-) 2 gesture Ladies if a guy pauses his video game to text you back. That's love. 2 tech I love when guys go out of their way to open the door for me it makes me smile 1 gesture I absolutely love when my boyfriend posts status' about me. It makes me feel special! And let's the world know he belongs to me. #inlove 2 tech I think it's cute when a guy texts me every morning just to tell me good morning. =) 2 tech
  • 79Proprietary & Confidential. © 2014 R/GA All rights reserved. / Sample the conversation Verbatim Quality Topic Category #Random but it is so cute when a guy sings to you even when he can't sing ! 2 gesture sings I find it so cute when a guy gives his girl forehead kisses 2 gesture physical touch Love it when my guy makes dinner for me. I get to sit and be lazy ;-) 2 gesture cooks Ladies if a guy pauses his video game to text you back. That's love. 2 tech proof I love when guys go out of their way to open the door for me it makes me smile 1 gesture manners I absolutely love when my boyfriend posts status' about me. It makes me feel special! And let's the world know he belongs to me. #inlove 2 tech in front of others I think it's cute when a guy texts me every morning just to tell me good morning. =) 2 tech sends message
  • 80Proprietary & Confidential. © 2014 R/GA All rights reserved. / Sample the conversation Verbatim Quality Topic Category Sub Category Hashtag #Random but it is so cute when a guy sings to you even when he can't sing ! 2 gesture sings brave #random I find it so cute when a guy gives his girl forehead kisses 2 gesture physical touch kiss Love it when my guy makes dinner for me. I get to sit and be lazy ;-) 2 gesture cooks dinner Ladies if a guy pauses his video game to text you back. That's love. 2 tech proof video game I love when guys go out of their way to open the door for me it makes me smile 1 gesture manners opens door I absolutely love when my boyfriend posts status' about me. It makes me feel special! And let's the world know he belongs to me. #inlove 2 tech in front of others facebook #inlove I think it's cute when a guy texts me every morning just to tell me good morning. =) 2 tech sends message text
  • 81Proprietary & Confidential. © 2014 R/GA All rights reserved. / Exercise 3: categorize (10 min categorization, 10 min answer sharing) Brief: Bourbon Topic: Cocktail Recipes Go through each post (p13-16) and assign 2-4 categories per post in the worksheet on page 17. Remember, categories can be any attribute that describes or is related to the post After you’re done, identify the 2-4 overall recurrent categories that emerge. Categories do not need to be perfectly aligned at first, it’s an iterative process.
  • 82Proprietary & Confidential. © 2014 R/GA All rights reserved. / /01 Definition /02 Topics /03 Query /04 Categorize /05 Insights
  • 83Proprietary & Confidential. © 2014 R/GA All rights reserved. / /05 Insights
  • 84Proprietary & Confidential. © 2014 R/GA All rights reserved. / What is an insight? Findings Example Universal Truth A statement that is always true under all circumstances The Earth is round Observation A remark, statement, or comment based on something one has seen, heard, or noticed New Yorkers are crazy Data Point An finding based on factual data On average, there are 178 sesame seeds on each McDonalds BigMac bun Insight Clear or deep perception of a situation People enjoy talking about cats
  • 85Proprietary & Confidential. © 2014 R/GA All rights reserved. / Thought starters Timing Does the conversation spike or change based on time of day? When are the conversations happening most? Seasonality, moments? Are there key moments that happen during an event? Sources Where are conversations occurring most? Do the conversation topics change based on where they are happening? Content Are there popular hashtags? Is there an association to a specific brand(s)? Can we tell the motivation behind the conversations? What pop-culture references are associated (TV shows, singers, trends...)? What was unexpected? Influencers Who is driving these conversations?
  • Insights Actions
  • 87Proprietary & Confidential. © 2014 R/GA All rights reserved. / Understand online conversations about romance to inform social content, creative, and messaging for a global digital campaign – for the re-launch of a CPG body spray Case Study: Romance – The Ask
  • Romance is not about the grand gestures! Few mentions of teddy bears, red roses, or boxes of chocolate.
  • 89Proprietary & Confidential. © 2014 R/GA All rights reserved. / It’s about the everyday small gestures: small notes, compliments, sweet physical touch, cooking for her
  • Insight It’s about the small gestures Focus creative development on small romantic gestures. Informed authentic imagery and messaging with categories. Steer clear of clichés. Action
  • 91Proprietary & Confidential. © 2014 R/GA All rights reserved. / Women value romantic gestures done in front of his or her friends
  • Insight Women value romantic gestures done in front of his or her friends Enable her to brag by making the idea shareable and around “proof of romance” Action
  • Women need help inspiring men to be more romantic
  • Men need help and guidance on how to be more romantic
  • Insight Women need help inspiring men to be more romantic Men need help and guidance on how to be more romantic Enable her to share her wishes with him. Enable him to get a peek into what she is thinking. Action
  • 96Proprietary & Confidential. © 2014 R/GA All rights reserved. / Although a luxury cosmetic brand has an e-commerce site, its website sales are low. The brand wanted to understand the perception of their brand and site online The Ask
  • 97Proprietary & Confidential. © 2014 R/GA All rights reserved. / Social influencers are recommending Amazon & Sephora as destinations for product purchases
  • Insight People don’t know you can shop on the brand site Use SEO, paid media, and influencer outreach to increase visibility and awareness of branded ecommerce site Action
  • 99Proprietary & Confidential. © 2014 R/GA All rights reserved. / Women say they become passionate advocates after sampling products
  • Insight Sampling works to drive adoption Incorporate sampling strategy in campaign development – in digital and social Action
  • 101Proprietary & Confidential. © 2014 R/GA All rights reserved. / Definition
  • 102Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topic Query Categorization Definition
  • 103Proprietary & Confidential. © 2014 R/GA All rights reserved. / Topic Query Categorization Definition Insights
  • 104Proprietary & Confidential. © 2014 R/GA All rights reserved. / Business Impact Topic Query Categorization Definition Insights
  • 105Proprietary & Confidential. © 2014 R/GA All rights reserved. / Art + Science
  • 106Proprietary & Confidential. © 2014 R/GA All rights reserved. / Anne.Taillandier@rga.com Kristin.OHalloran@rga.com #ArtSciSoc