InnoCos Europe 2012: Chairman SKIM about Social Media Research

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Mini Kalivianakis, our SKIM Director Consumer Research Europe, was asked to fulfill the role of the Chairman on the 2nd day of the InnoCos 2012 event in Geneva. At InnoCos, senior executives from the cosmetics and personal care industry gathered to discuss key issues on front-end innovation, new product development and high-growth markets. Mini kicked off the inspiring conference day with a short presentation about the high potential of social media research for any well-known brand. Find out more about social media research at http://www.skimgroup.com/webinar-socialmediaresearch.

Business Technology

expect great answers

The Impact of Digitalization and Social Media

SKIM | International Market Research
Mini Kalivianakis | Director Europe Consumer Research

Keep your eyes open: Communicate: Listen:
Trends (Private) Communities Data mining
Open innovation Blogs
Face Book Page
Sales Channels

4

Data Mining: Use social media conversations
about brands to generate insights

Communication
Campaigns
Consumers Triggers

Perceptions

5

1. Design Study 2. Fieldwork: Internet 3. Output and
(specify key words) scanning Analysis

mmmini

@ Kit Kat
Beautiful day, enjoying
@ Positive
@ Passion – 5(6) the Male (age)Geneva 
@
lake of
@ Anticipation Feeling beautiful with my
@ Twitter
@ Desire #Chanel lipstick!!
25 minutes ago

Getting ready for
#SKIM @ Innocos
1 hour ago

6

Garoto
Toblerone

Butterfinger
Increasing Passion

Increasing Passion
KitKat Lacta KitKat

Twix
Hershey's

Twix Snickers Hershey’s

Increasing Positivity of Sentiment Increasing Positivity of Sentiment

Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
7

Personality
elements

Hersheys Snickers Twix KitKat Butterfinger Toblerone
Funny
Generosity
Increasing order of importance by buzz

Kindness
Conscientiousness Strength

Intelligence
Neutral
Honesty
Fashionable Weakness
Creativity No mentions
Exciting
Sexy
Agreeableness
Determination
Courage
Mysterious
Increasing Volume of Buzz

8

http://www.skimgroup.com/webinar-socialmediaresearch

9

INNOCOS:
Capturing…. Consumer Imagination

through digitalization!

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