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Listening For Insights                    The Power of Social Media ListeningFrank CotignolaTwitter: @fco24
What Is Social Media   Listening?
Using Social Media Conversations andSearch to Understand Consumer Behavior
What It Isn’t….
Asking
Listen to What  Consumers Are SayingThen See Where Your Brand Fits Into the Conversation
I Won’t Do It Because It’s….                    Not Representative                   Missing Demographics                 ...
Show Value Through    Examples                     8
How we usually look at the economy  US Unemployment/Gas Prices UNEMPLOYMENT	      GAS	  PRICES	  Source:	  Wolfram	  Alpha...
Using social media to assess the economy  Comments, negative buzz lower than YAG  Gas	  Prices	  Unemployment	            ...
Has the economy improved since last year?                                                                                 ...
Where are people talking about the Economy?Source:	  NetBase	  52	  Weeks	  Ending	  July	  5,	  2012	  
Unemployment searches have shown an uptick recently	                                                                      ...
Dessert recipe searchesPeak during Christmas, increasing since 2009Source:	  Google	  Insights	  for	  Search	  
Dessert recipes on PinterestSource:	  Pinterest,	  “Dessert	  Recipes”	  
Desert Recipe conversations peak around Christmas, most  are positive                    Number of Conversations By Month ...
Strong positive emotions, likes expressed for dessertrecipes                  Likes vs. Dislikes                          ...
What are people saying online about “dessert recipes?”Source:	  NetBase	  52	  Weeks	  Ending	  July	  5,	  2012	  
Is there any overlap between dessert and cookies on Twitter?                                      103/day                 ...
Snacking conversations Majority female, brands not mentionedSource:	  NetBase	  52	  Weeks	  Ending	  July	  5,	  2012	  
“Need” is the top snacking behaviorSource:	  NetBase	  52	  Weeks	  Ending	  July	  5,	  2012	  
Little overlap on Twitter between “cookies,” “snacks,” and“snacking”Source:	  Twi1erVenn	  
“Snacks” ≠”Cookies” ≠brand mentionsSource:	  Social	  Men8on	  
Hot Peppers
Hot Peppers         Summer Conversation Spikes, 3:1 PositiveSource:	  NetBase	  Insight	  Composer	  52	  W/E	  6-­‐8-­‐12...
Hot Peppers         Strong and Delicious                                                                                  ...
Hot Peppers         Strong Positive Emotions                                                                              ...
Hot PeppersNorth America, Summer Months Dominate SearchSource:	  Google	  Insights	  For	  Search	  
Hot PeppersHow Can I Use Them?Source:	  Google	  Insights	  For	  Search	  
IN THE END…Interpretation and Judgment
Thank	  you!	  Frank	  Co8gnola	  @fco24	  www.frankco8gnola.com	  
Listening for Insights: The Power of Social Media Listening - StampedeCon 2012
Listening for Insights: The Power of Social Media Listening - StampedeCon 2012
Listening for Insights: The Power of Social Media Listening - StampedeCon 2012
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Listening for Insights: The Power of Social Media Listening - StampedeCon 2012

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At StampedeCon 2012 in St. Louis, Frank Cotignola of Kraft Foods presents: Social media “listening research” has emerged as a powerful alternative to more traditional, “asking research.” through a number of examples, you’ll find out how to research important brand topics, provide in-depth insights to new product development, segment analysis and broader topics that you might not previously have had the funds to research. Using a mixture of “paid” and “unpaid” tools, you’ll learn how to use this unique method for your important research questions.

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Transcript of "Listening for Insights: The Power of Social Media Listening - StampedeCon 2012"

  1. 1. Listening For Insights The Power of Social Media ListeningFrank CotignolaTwitter: @fco24
  2. 2. What Is Social Media Listening?
  3. 3. Using Social Media Conversations andSearch to Understand Consumer Behavior
  4. 4. What It Isn’t….
  5. 5. Asking
  6. 6. Listen to What Consumers Are SayingThen See Where Your Brand Fits Into the Conversation
  7. 7. I Won’t Do It Because It’s…. Not Representative Missing Demographics Not My Consumers Too Much to Read Time Consuming Not What I’m Used To 7
  8. 8. Show Value Through Examples 8
  9. 9. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT   GAS  PRICES  Source:  Wolfram  Alpha  h1p://www.wolframalpha.com/  
  10. 10. Using social media to assess the economy Comments, negative buzz lower than YAG Gas  Prices  Unemployment   #  of  Comments   Posi8ve  Sen8ment   Nega8ve  Sen8ment  Food  Prices  Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  11. 11. Has the economy improved since last year? PosiBves   2H 2011 NegaBves   ~90,000 1H 2012 ~19,000Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  12. 12. Where are people talking about the Economy?Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  13. 13. Unemployment searches have shown an uptick recently   #13  (Actual  Unemployment  Rank)   #9   #1   #32   #27   #5   #22   #14   #19   #41  Source:  Google  Insights  for  Search,  Wolfram  Alpha  
  14. 14. Dessert recipe searchesPeak during Christmas, increasing since 2009Source:  Google  Insights  for  Search  
  15. 15. Dessert recipes on PinterestSource:  Pinterest,  “Dessert  Recipes”  
  16. 16. Desert Recipe conversations peak around Christmas, most are positive Number of Conversations By Month Positive/Negative Sentiment 5000   600   Nega8ve   4500   Count   500   4000   Posi8ve   Count   3500   400   3000   2500   300   Christmas  Peak   2000   200   1500   1000   100   500   0   0  Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  17. 17. Strong positive emotions, likes expressed for dessertrecipes Likes vs. Dislikes Positive vs. Negative EmotionsSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  18. 18. What are people saying online about “dessert recipes?”Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  19. 19. Is there any overlap between dessert and cookies on Twitter? 103/day 72/daySource:  Twi1erVenn  
  20. 20. Snacking conversations Majority female, brands not mentionedSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  21. 21. “Need” is the top snacking behaviorSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  22. 22. Little overlap on Twitter between “cookies,” “snacks,” and“snacking”Source:  Twi1erVenn  
  23. 23. “Snacks” ≠”Cookies” ≠brand mentionsSource:  Social  Men8on  
  24. 24. Hot Peppers
  25. 25. Hot Peppers Summer Conversation Spikes, 3:1 PositiveSource:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  26. 26. Hot Peppers Strong and Delicious Hot  Peppers   Likes  vs  Dislikes   burn up stomach bug discomfortcause extreme irritation warmth look spicy delicious kick fresh -80 -60 -40 -20 0 20 40 60 80 100Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  27. 27. Hot Peppers Strong Positive Emotions Hot Peppers Positive vs. Negative Emotions not like hatenot good no fannot want favorite great good like love -­‐200   0   200   400   600   800   1000   1200  Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  28. 28. Hot PeppersNorth America, Summer Months Dominate SearchSource:  Google  Insights  For  Search  
  29. 29. Hot PeppersHow Can I Use Them?Source:  Google  Insights  For  Search  
  30. 30. IN THE END…Interpretation and Judgment
  31. 31. Thank  you!  Frank  Co8gnola  @fco24  www.frankco8gnola.com  

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