Maritz 2014 Loyalty Social Survey for Loyalty Expo
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Maritz 2014 Loyalty Social Survey for Loyalty Expo

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Presentation was made at the 2014 Loyalty Expo by Barry Kirk of Maritz Motivation Solutions and Yazir Phelps fron evolve24. This presentaiton is based on a listening survey done by evolve24 for the ...

Presentation was made at the 2014 Loyalty Expo by Barry Kirk of Maritz Motivation Solutions and Yazir Phelps fron evolve24. This presentaiton is based on a listening survey done by evolve24 for the Expo.

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Maritz 2014 Loyalty Social Survey for Loyalty Expo Maritz 2014 Loyalty Social Survey for Loyalty Expo Presentation Transcript

  • Proprietary and Confidential © 2014 Maritz & Evolve24 1 2014 LOYALTY SOCIAL SURVEY
  • Proprietary and Confidential © 2014 Maritz & Evolve24 2
  • Proprietary and Confidential © 2014 Maritz & Evolve24 3
  • Without doubt: Social Media is the largest source of consumer insight. Ever! So we asked: How can we use social to feed insights into loyalty strategy ?....Then, we did Yet, only 17% of companies are really strategic about its usage Proprietary and Confidential © 2014 Maritz & Evolve24 4
  • The world’s largest focus group…. PLUS 152 Million Blogs & 5+ Million Forums 70 Million Active Users 240 Million+ Total Users 500 Million Tweets daily 241Million Active Users 1 Billion Users Monthly 1.2 Billion Active Users 400 Million Active Users 1 Billion Users Monthly Proprietary and Confidential © 2014 Maritz & Evolve24 5
  • Social Intelligence Proprietary and Confidential © 2014 Maritz & Evolve24 6 The mining of conversations in the social grid to provide insight into what consumers are saying to each other and the level of emotion and sentiment associated with those interactions.
  • Decline in Trust Proprietary and Confidential © 2014 Maritz & Evolve24 7 Globally, trust in business to do what is right is only at 50%. Trust in business leaders to tell the truth is just 18%. Edelman Trust Barometer, 2013
  • Social Intelligence vs. Traditional Data • Behavioral Data: ‒What are customers doing? • Market Research Data: ‒What are customers intending? • Social Intelligence Data: ‒What are customers sharing & feeling? Proprietary and Confidential © 2014 Maritz & Evolve24 8 Structured Data Unstructured Data
  • Proprietary and Confidential © 2014 Maritz & Evolve24 9 What’s the volume & sentiment? What’s the emotion? Who’s Moving the message? How fast is it moving? Methodology: PRECISE™ Method
  • 10 Sentiment Emotion Manage Carefully High Emotion Negative Sentiment Monitor Low Emotion Negative Sentiment Highest Opportunity High Emotion Positive Sentiment Table Stakes Low Emotion Positive Sentiment Health Benefits How to read the emotion x sentiment scatter plot
  • Two industry verticals analyzed: Methodology Proprietary and Confidential © 2014 Maritz & Evolve24 11 DataScope Consumer Goods: Food Industry Consumer Services: Hospitality Industry Loyalty conversations about the companies in the hospitality industry as well as their key outlets. Loyalty conversations about the top 50 grossing companies in the CPG industry as well as their key products. Timing & Sample Size Data Sources More than 65,000 conversations from October 1 to December 31 2013 were analyzed using PRECISE Methodology Content in this study was aggregated from publically available Blogs, Forums, Facebook, and Twitter.
  • #1 What do consumers care about most when discussing brand loyalty? Proprietary and Confidential © 2014 Maritz & Evolve24 12
  • All Conversations by Topic/Tone/Emotion Proprietary and Confidential © 2014 Maritz & Evolve24 13
  • What are the major CPG topics related to loyalty that consumers are talking about in social? Proprietary and Confidential © 2014 Maritz & Evolve24 14
  • What are the major Hospitality topics related to loyalty that consumers are talking about in social? Proprietary and Confidential © 2014 Maritz & Evolve24 15
  • CPG: What is top of mind? Rank = Emotion + Sentiment + Volume + Velocity + Influence Proprietary and Confidential © 2014 Maritz & Evolve24 16 CPG Food Rank Order Topic Rank Family – Work Balance 1 Television 2 US Politics 3 Religion 4 Healthy Eating 5 Video Games 6 Sports 7 Art & Entertainment 8 Cancer Research 9 Music 10 Meal Plans 11 Specialized Diets 12 Snack Ideas 13 Banned Food Ingredients 14 Health Supplements 15 Spiritual Health 16 Recommended Recipes 17 Social Media 18 CPG Food Rank Order Topic Rank Investments 19 Thanksgiving Dinner 20 GMOs and Organic Foods 21 Asian Cuisine 22 Alternative Medicine 23 Pregnancy 24 Health Insurance 25 Gardening 26 Disneyland Christmas 27 Alternative Energy Sources 28 Shopping Prices 29 Baking 30 Halloween Candy 31 Giveaways 32 Desserts 33 GMO Foods 34 Coupons 35
  • Proprietary and Confidential © 2014 Maritz & Evolve24 17 Hospitality Rank Order Topic Rank Vacations 1 Women’s Rights 2 US Politics Television 4 Politics/Social Issues 5 LGBT Issues 6 Budget Negotiations 7 UK Politics 8 Religion 9 Family Life 10 US Economy 11 Sports 12 Animal Rights 13 Sea Travel 14 Health Insurance Coverage 15 College Sports 16 Federal Reserve & Banking 17 US Government 18 Hospitality Rank Order Topic Rank Travel Questions & Discussion 19 Film 20 Music 21 Literature 22 Investments 23 Pets 24 Thanksgiving 25 Nuclear Energy 26 Theatre 27 Video Games 28 Holidays 29 Fine Art 30 Choosing Airlines 31 Food & Beverage 32 Disneyland & Disneyworld 33 Black Friday & Cyber Monday 34 Social Media 35 Hotel Rewards Programs 36 HOSPITALITY: What is top of mind? Rank = Emotion + Sentiment + Volume + Velocity + Influence
  • So What? • The breadth of topics corresponding to loyalty references is complex • Consumers don’t separate brand loyalty from the rest of their lives • The best loyalty conversations will be holistic • Human-to-human is the way forward for loyalty dialogues Proprietary and Confidential © 2014 Maritz & Evolve24 18 H2h graphic
  • #2 How do consumers feel about mercenary loyalty offerings? Proprietary and Confidential © 2014 Maritz & Evolve24 19
  • Proprietary and Confidential © 2014 Maritz & Evolve24 20
  • Proprietary and Confidential © 2014 Maritz & Evolve24 21
  • Rewards Proprietary and Confidential © 2014 Maritz & Evolve24 22 Hospitality: Rewards Conversation Scatter Coupons & Deals CPG: Coupons & Deals Conversation Scatter
  • So What? • What: Rewards /coupons/deals are definitely part of the equation ‒ But not the biggest denominator. They show on the same spot on the scatter plot in 2 different unrelated industries. • So What: They are loyalty table stakes ‒ You have to have them, but they are not the highest factor to influence behavior. ‒ If this is the only factor on the map that you can influence, then put full force behind it ‒ If there are others factor on the map you can touch, be cautious not to focus too much on these lower emotion topics. ‒ Last, but not least, dig deeper on those conversation ‒ some topics within it with higher emotional scores and you need to understand what those are. Proprietary and Confidential © 2014 Maritz & Evolve24 23
  • #3 What loyalty elements drive high emotion & sentiment? Proprietary and Confidential © 2014 Maritz & Evolve24 24
  • How do they stack up compared to the rest? Proprietary and Confidential © 2014 Maritz & Evolve24 25
  • CPG: Which one represents the biggest opportunity? Proprietary and Confidential © 2014 Maritz & Evolve24 26 Convenience & Efficiency Pop Culture Healthy Living Beliefs & Traditions Coupons & Deals 1 2 3 4 5 Ranking based on PRECISE Methodology:
  • How do they stack up compared to the rest? Proprietary and Confidential © 2014 Maritz & Evolve24 27
  • Hospitality: Which one represents the biggest opportunity? Proprietary and Confidential © 2014 Maritz & Evolve24 28 Beliefs & Traditions Entertainment & Attractions Rewards 1 2 3 Ranking based on PRECISE Methodology:
  • So What? • What: In both industries there are many factors that register as high emotion/positive sentiment ‒ They are the ones that offer the biggest opportunities to make an emotional connection with consumers and influence behavior. ‒ Tradition, for example, is one those and it is one that shows on both of these industries in about the same spot on the scatter plot. • So what: Identify those areas you can influence ‒ You can't win in all of them so pick the ones you can be best at, ‒ Then dig deeper, learn more from what consumers are saying ‒ Invest in incorporating those areas into your loyalty strategy. Proprietary and Confidential © 2014 Maritz & Evolve24 29
  • #4 How are key loyalty conversations connected? Proprietary and Confidential © 2014 Maritz & Evolve24 30
  • Consumer Products Hospitality How are key conversations connected? Proprietary and Confidential © 2014 Maritz & Evolve24 31 Convenience & Efficiency Healthy Living Pop Culture Beliefs & Traditions Coupons & Deals Rewards Entertainment & Attractions Beliefs & Traditions
  • So What? • What: When looking at those high emotion / positive sentiment topics, keep in mind that while some of them are mutually exclusive within the loyalty conversation others are highly connected. ‒ In hospitality there is high degree of overlap between rewards and tradition ‒ Can be interpreted as travelers use their reward points for holidays vacations. • So What: Connections among some of these topics can be "interpreted" in some ways ‒ No need to "interpret," you can "dig deeper" into the conversation and find out what topics intersect to understand how to leverage those factors together for maximum results in targeting your audience. Proprietary and Confidential © 2014 Maritz & Evolve24 32
  • #5 Where are the social loyalty conversations taking place? Proprietary and Confidential © 2014 Maritz & Evolve24 33
  • Hospitality Consumer Products Where is the social conversation taking place? Proprietary and Confidential © 2014 Maritz & Evolve24 34 Average Emotion
  • CPG: Where is the social conversation taking place? Proprietary and Confidential © 2014 Maritz & Evolve24 35 Blog Forum Facebook Twitter
  • Proprietary and Confidential © 2014 Maritz & Evolve24 36 Blog Forum Facebook Twitter Hospitality: Where is the social conversation taking place?
  • So What? • What: The level of emotion for the different topics in the loyalty landscape is consistent across channels with the exception of Twitter ‒ Twitter skews highly neutral. Blogs and Forums exhibit the highest volume of conversations accounting for over 85% of the volume in hospitality and over 65% in CPG. • So What: These channels are powerful, don't ignore them. ‒ Perception is reality on today's social enable world and what happens in these channels is impacting how consumers think about your brand. ‒ Gather intel from these channels and proactively look for opportunities to influence the conversation. Proprietary and Confidential © 2014 Maritz & Evolve24 37
  • #6 How well are leading brands aligning to what consumers care about? Proprietary and Confidential © 2014 Maritz & Evolve24 38
  • Hospitality: Brand Heat Map Proprietary and Confidential © 2014 Maritz & Evolve24 39 Average Opinion
  • So What? • What: Some brands are better aligned to what matters most to customers ‒ In the hospitality space United stands out in a negative way in Tradition because of customer services issues at the holiday period ‒ While all airlines have cancellations, United handled them poorly during this time and generated a lot of high emotion / negative • So What: Keep your finger on the pulse, measuring your positioning on a regular basis. ‒ Consumer perception is dynamic and you need to understand what drives the shifts in it. ‒ While what matters to consumers may not change every month, the actions you take (or don't take) affect how consumers feel about your brand or program. ‒ You need to continuously measure the effectiveness of your programs in touching what matters most to your customers and dig deep to understand what is working and what is not. Proprietary and Confidential © 2014 Maritz & Evolve24 40
  • nd Confidential © 2014 Maritz & Evolve24 41 1. “Snapshot in Time” Principle • Keep refreshing! 2. Focus on the Positives • High sentiment/emotion/volume 3. Make SI Part of Your Consumer Insight Strategy • Your organic data set to use with your structured data Social Intelligence: Best Practice Tips
  • Proprietary and Confidential © 2014 Maritz & Evolve24 42