Going Deep with Social: Methods to Listen and

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Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. …

Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.

• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations

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  • Ripple6 is for companies interested in creating meaningful and measurable connections with people in social networks.Ripple6 provides a full suite of social media solutions that drive measureableresults against business goals.The Ripple6 solution enables companies to connect with consumers to develop conversations and relationships in and across social networks.Ripple6 helps marketers run accountable social marketing programs.
  • Things are changing very quickly. You need to adapt.Nielsen data August 2009. In March it was 1 in 11. in Aug 2008; it was 1 in 15.Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. Nielsen ReportMember communities have overtaken personal email to become the world’s fourth most popular online use, after search, portals, and PC software apps. Accounts for 10% of all internet time. 67% of users do it, as compared with 61% last year.  Time spent on social network and blogging sites growing 3x faster than other activities. Increased by 18% in a year. 45 billion minutes total. One minute of every 11 spent online is spent in social networks, up from 1 in 15 in 2007.  Shift in ages to older users. Covers all demographic groups. 
  • Source: USC Annenberg School Center for the Digital Future, "The 2008 Digital Future Project-Year Seven" as cited by Marketing Charts, July 7, 2008
  • From USC’s School for the Digital Future.Points to the real need for “GETTING AT HOW THE INSIDE FEELS.”ON A LIMB: Interpersonal Communications now happen online as often as they do offline.More than half of online community members (54 percent) log into their community at least once a day, and 71 percent of members said their community is very important or extremely important to them. Fifty-six percent of members reported meeting their online counterparts in person. 55 percent -- say they feel as strongly about their online communities as they do about their real-world communities.
  • An organization we trust.Aiming to drive some real change in how marketers engage.“Putting Listening to Work.”Report with lots of good information.Similar to our White Paper. “9 Best Practices for Listening and Engaging in Social Networks.”Replace brand and consumer with husband and wife. Sea change of communication has affected the playing field.
  • It’s something that we’ve always done as marketers, be it through PollingMedia MonitoringQuantitative Surveys of interest.Focus groups and qual.
  • You can search or you can have the search find you.Opportunities abound for tools to deliver you this information and aim to make sense of it.What about the 99% of the Internet that you don’t care about?How do you filter to know that its coming from a highly impactful individual? A big megaphone.Most importantly, how do I know what’s really INSIDE this person or persons to make sense of what I hear?
  • The enhanced “ear to the ground” services provide benefit to turn the cacophony down a little.Makes sense to move from simply a Knowledge Center focused on Reputation Management and into a place to hear what THEY ARE SAYING… and not just what YOU WANT TO HEAR.
  • In the same way that Listening tools BEGIN to put a face on reputation management….Customer communities put a more clear face on what is happening on the web into perspective.
  • Many other examples of Large Scale Communities built specifically for ResultsCreated a community of 25,000 users, where they could measure relationships and participation among members via Ripple Analytics.Developed an understanding of Community Leaders, their trial of products, influence upon others, and specifically what was said about the product when it was recommended.
  • Here is where you can really generate insight into what they feel on the inside.
  • Private Research Group used to identify advocates and gather opinions about a public brand communityAdvocates used to seed the public community and communicate directly with the brand, providing honest feedbackCommunity fosters participation and ownership of the brand, creating trust
  • Discussion — Create posts and conversations to communicate with members, or allow members to create their own conversations.Media — Use photos and video to engage members, gauge response to stimuli, or provide direction. Use photos to expose and test packaging, messages, storyboards or more.Calendar — Plan ongoing activities with the group or synch with their personal calendars.Private Messaging — Quickly and easily engage members in deeper probes on a one-to-one basis.The “Observation Room” — A separate, private group for the research team to share their opinions and insights, suggest probes for the researcher, and further enhance the team’s learning.
  • Tremendous data can be generated Tools for analysis are critical to successFiltering conversations is not convenient, it’s required.Cross reference with rich social data
  • Here’s one small example… from a conversation that we had with a major beverage manufacturer earlier this week.

Transcript

  • 1. Going Deep with Social:Methods to Listen and Engage with Customers for Unique In-Depth Insights
    social network analysis software
    Rich Ullman & Edward Oh
    November 13, 2009
    rich@ripple6.com / ed@ripple6.com
  • 2. Our Agenda
    Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
  • 3. Our Agenda
    Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insight from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
  • 4. Going Deep: Agenda
    Introduction
    The Social Landscape
    Listening and Engagement Opportunities
    Integrating the Opportunities
    Summary
    Q&A
  • 5. Who is Ripple6?
    Founded 2006
    A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)
    Sister Companies – Point Roll, ShopLocal, USA Today, HS Sports, BNQT
    Social Platform; Strategic Innovation Partner
    Partners include Procter & Gamble, Gannett , Meredith, Unilever
  • 6. Going Deep: Agenda
    Introduction
    The Social Landscape
    Listening and Engagement Opportunities
    Integrating the Opportunities
    Summary
    Q&A
  • 7. Social Networks: More and More Time
    People are spending more time on social nets
    1 in 6 minutes
    And time spent continues to grow
    3x faster
    Source: Nielsen Online; August 2009.
  • 8. A Look at Online Community Members
    Visit Their Community at Least Once Per Week
    Age Over 50
    87.5%
    Age Under 20
    91.5%
    Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008
    Digital Future Project-Year Seven"
  • 9. The Audience Returns; They are Engaged
    54% Log into their community at least once a day
    71% Say their community is very or extremely important to them
    56% Meet their online counterparts in person
    55% Feel as strongly about their online communities as they do about their real-world communities
    Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008
    Digital Future Project-Year Seven"
  • 10. Going Deep: Agenda
    Introduction
    The Social Landscape
    Listening and Engagement Opportunities
    Integrating the Opportunities
    Summary
    Q&A
  • 11. What is Listening?
    “The study of naturally occurring conversations, behaviors and signals that may or may not be guided, that brings the voice of people’s lives in to the brand.”
    Authentic, unfiltered thoughts
    Guided by other people or organizations
    Consumer reactions from the inside
    Not just focused on online conversations
    “Brands are in a learning relationship over time; both improve when each listens and responds to the other.”
    The ARF Foundation Series: “Foundations of Listening: Putting Listening to Work.”
  • 12. Three Core Opportunities via Social Nets
    1. ListeningPut your ear to the ground
  • 13. The Enhanced “Ear to the Ground”
    Search Engines Google, Technorati
    Media Monitors Meltwater News
    Alert Services TweetBeep,
    Text Analyses Lexalytics, Radian6, Buzzmetrics, ScoutLabs
  • 14. The Enhanced “Ear to the Ground”
    1. ListeningPut your ear to the ground
    Reputation Management
    Proactive Monitoring
    Listening
    Engaging
  • 15. Go Beyond Listening: Engage!
    1. ListeningPut your ear to the ground
    2. CustomerCommunitiesPanels for ongoing feedback
  • 16. The Back Yard – Transformative Communication
    People, conversations,
    connections
    Anonymous hits
  • 17. Private Backyard: The Salon
    Objective
    • Measure the flow of word-of-mouth messages to understand its correlation with purchase intent.
    Execution
    • Community of users
    • 18. Ripple Analytics Measures
    • 19. Relationships
    • 20. Participation
    • 21. Conversations
    • 22. Flow of messages
    • 23. WOM influence on purchases
  • Public Backyard: Don’t Bring Them to Yours
    Where They:
    • Go regularly
    • 24. Have rich profiles
    • 25. Have trusted networks
    • 26. Share information in networks
    Affinity Networks Provide a Proper Context for Brands to Interact.
  • 27. 4 Quick Learnings from the Backyard
    3. Relevance is the key to building relationships.
    1. There is a Welcome Mat for Marketers.
    2. Transparency and honesty are the key to keeping it there.
    4. Remember they are people. Emotion makes a difference.
  • 28. Find Relevance.
    1. ListeningPut your ear to the ground
    2. CustomerCommunitiesPanels for ongoing feedback
    When?
  • 29. The Opportunity to Dig Deep
    1. ListeningPut your ear to the ground
    2. CustomerCommunitiesPanels for ongoing feedback
    3. Custom ResearchEvent DrivenOpportunities
  • 30. Custom Research: Post Cereals
    4 week qualitative research study embedded in a social network.
    90+ moms / 70 topics
    “The platform allowed us to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.”
    Greg LanidesBrand ManagerGrape Nuts
  • 31. Custom Research: Co-create a Community
    Brand-less and conversational
    Used to gain insights on how to structure the Suave Brand Community
    Tested Brand Community name prior to launching the community
    Social Insights Week One:
    31 conversations
    1,800+ comments
  • 32. Suave: Social Insights + Brand Community
    Private Research Group
    Discover brand advocates
    Develop knowledge for strong brand community
    Spread the word and develop awareness of salon quality products from Suave
    Community fosters participation and ownership of the brand, creating trust
  • 33. Advertising Agency: New Business Pitch
    Objective
    • Proof of concept on product for new business pitch
    Execution
    • Embedded Study in Affinity Social Network
    • 34. Recruited in 48 hours
    • 35. Delivered actionable insights on 15 questions
    • 36. Start to finish in 1 week
  • Going Deep: Agenda
    Introduction
    The Social Landscape
    Listening and Engagement Opportunities
    Integrating the Opportunities
    Summary
    Q&A
  • 37. Integration. Putting Each Part to Work.
    1. ListeningPut your ear to the ground
    2. CustomerCommunitiesPanels for ongoing feedback
    3. Custom ResearchEvent DrivenOpportunities
  • 38. Ripple6 Social Insights: Options
    Operate research projects within an existing social network
    Build a stand-alone research community
    Create a stand-alone research community and leverage existing social networks to complement panel
  • 39. Social Insights: Multiple Types of Interactions
  • 40. Many Interactions Equals…
  • 41. Ripple Analytics
    Actionable insights that enable you to understand your community and your audience.
    What kinds of relationships are forming?
    How do people prefer to communicate?
    What do they find important or valuable?
  • 42. The Social Conversation: 11/10/2009
    Soda 9,383 messages
    Brand 1 6,494 messages
    Brand 2 1,002 messages
    Brand 3 36 messages
    Bottled water 1,792 messages
    Spring water 72 messages
    Fructose corn syrup 519 messages
  • 43. Food for thought…
    Post: “My DH recycled my Sunday newspaper before I could figure out the best prices on <Brand 1> products and <Brand 2> water. Can anyone point me in the right direction?”
    Reply: “<Brand 1> is 5 for $12 at Biggs. I think it is the best price this week. Definitely a stock up price for me!”
  • 44. Ripple Analytics Demo
    One Brief Example…
  • 45. Ripple6 Social Insights™
    Application
    Concept, Communications, A&U, Website Design, IHUT
    Packages
    Smart Start – Build your community/network
    Research Base
    Open Platform
    Research Methodology Integration
    Services agnostic
  • 46. Summary
    Interpersonal Communication is no longer in person.
    Going Deep is about getting inside how they feel.
    Listening is not monitoring.
    Comfortable consumers provide honest, rich insight.
    Analytics tools are not helpful, they’re required.
    Integration leads to agility.
  • 47. Q&A
  • 48. Going Deep with Social:Methods to Listen and Engage with Customers for Unique In-Depth Insights
    Rich Ullman & Edward Oh
    November 13, 2009
    rich@ripple6.com / ed@ripple6.com