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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......

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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  • 1. Listening For Insights The Power of Social Media ListeningFrank CotignolaTwitter: @fco24
  • 2. What Is Social Media Listening?
  • 3. Using Social Media Conversations andSearch to Understand Consumer Behavior
  • 4. What It Isn’t….
  • 5. Asking
  • 6. Listen to What Consumers Are SayingThen See Where Your Brand Fits Into the Conversation
  • 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. Show Value Through Examples 8
  • 9. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT   GAS  PRICES  Source:  Wolfram  Alpha  h1p://www.wolframalpha.com/  
  • 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. 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. Where are people talking about the Economy?Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 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. Dessert recipe searchesPeak during Christmas, increasing since 2009Source:  Google  Insights  for  Search  
  • 15. Dessert recipes on PinterestSource:  Pinterest,  “Dessert  Recipes”  
  • 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. Strong positive emotions, likes expressed for dessertrecipes Likes vs. Dislikes Positive vs. Negative EmotionsSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 18. What are people saying online about “dessert recipes?”Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 19. Is there any overlap between dessert and cookies on Twitter? 103/day 72/daySource:  Twi1erVenn  
  • 20. Snacking conversations Majority female, brands not mentionedSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 21. “Need” is the top snacking behaviorSource:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 22. Little overlap on Twitter between “cookies,” “snacks,” and“snacking”Source:  Twi1erVenn  
  • 23. “Snacks” ≠”Cookies” ≠brand mentionsSource:  Social  Men8on  
  • 24. Hot Peppers
  • 25. Hot Peppers Summer Conversation Spikes, 3:1 PositiveSource:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  • 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. 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. Hot PeppersNorth America, Summer Months Dominate SearchSource:  Google  Insights  For  Search  
  • 29. Hot PeppersHow Can I Use Them?Source:  Google  Insights  For  Search  
  • 30. IN THE END…Interpretation and Judgment
  • 31. Thank  you!  Frank  Co8gnola  @fco24  www.frankco8gnola.com