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Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
Presentation: How to Use Social Listening to Drive Innovation
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Presentation: How to Use Social Listening to Drive Innovation

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This month at Social Media London, our UK MD, Catriona Oldershaw, discussed how to use social listening to drive innovation. …

This month at Social Media London, our UK MD, Catriona Oldershaw, discussed how to use social listening to drive innovation.

The Social Web is the World’s Largest un-Focus Group. It encapsulates all the key challenges of big data (Volume, Velocity, Variety and Veracity). But within this chaotic mess of unsolicited, unstructured, prolific and real-time conversations lie nuggets of insight that can trigger huge innovations in marketing, product development, and customer service.

Catriona shared real-life examples of how brands are using insights gained from global social media monitoring to innovate in different ways – whether it’s using social conversations as the fuel for marketing creativity, concept testing new ideas, being a Fast Follower or coming up with completely new product lines or service offerings.

Don't hesitate to share your thoughts and feedback with us!

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  • 1. HOW TO USE SOCIAL LISTENING TO DRIVE INNOVATION Catriona Oldershaw, Managing Director UK Social Media London 23 July 2013
  • 2. • New Zealander • Trained as a lawyer • Switched to PR & Marketing • Worked both agency and client-side • Loved the account growth & team management aspects of being an Associate Director • Became Managing Director of Synthesio UK in Sept 2010 @CatrionaTweets @Synthesio WHO AM I?
  • 3. WHY, AT PARTIES, I PREFER NOT TO TELL PEOPLE I WORK IN SOCIAL MEDIA …. @Synthesio #SMLondon
  • 4. Synthesio présentation | Septembre 2009 | 4 #1 190 50 200 100% COUNTRIES MONITORED LANGUAGES ANALYZED GLOBAL CLIENTSGLOBAL LISTENING VENDOR, FORRESTER SYNTHESIO IN A NUTSHELL YEAR TO YEAR GROWTH SINCE 2006 NEW-YORK AUSTIN BERLIN PARIS LONDON SINGAPORE 75 Employees Across 6 Offices
  • 5. Synthesio présentation | Septembre 2009 | 5 SOCIAL MEDIA MONITORING BASICS What is Social Media Monitoring? The act of using a tool to monitor what is being said on the internet It’s also known as … Social Listening, Online Analytics, Buzz Analysis, Social Media Measurement, Social Intelligence, Social Media Management Done well, it produces “Social Intelligence”: “The management and analysis of data from social media sources, to activate, recalibrate and optimise business programmes.” How Do Social Media Monitoring Tools Work? • They continuously crawl sites and index them • Once sites are indexed, they can then be searched • Most tools use some form of search query, that the user writes, to find mentions of specific words and phrases • It will then bring these ‘mentions’ (aka ‘verbatim’) back into the tool’s interface, ready to be analysed by the user
  • 6. Synthesio présentation | Septembre 2009 | 6 DATA IS THE NEW OIL @Synthesio #SMLondon
  • 7. Synthesio présentation | Septembre 2009 | 7 DATA IS THE NEW SOIL @Synthesio #SMLondon
  • 8. Synthesio présentation | Septembre 2009 | 8 Share of R&D budget in total sales (%) Shareofsalesgeneratedby productslaunchedinthelast5years(%) Aerospace 0% 10% 20% 30% 40% 50% 60% 70% 0% 1% 2% 3% 4% 5% 6% 7% 8% 9% 10% 11% Pharmaceuticals Electrical engineering and Electronics Automotive OEMs and Suppliers Chemicals and Resources Financial Institutions Logistics and Services Public and Professional Services Telecommunication, IT and Media Utilities Efficient Innovators High Intensity Innovators Low intensity innovators Low Leverage Innovators Construction and Equipment Consumer goods and food Engineering and Manufacturing Inter-industry average Inter-industry average Investment Outcome WHY INNOVATION IS IMPORTANT Chart courtesy of Dr Michael Natusch
  • 9. Synthesio présentation | Septembre 2009 | 9 Special people sitting in special rooms coming up with special ideas and then pushing these new inventions down the pipe to passive consumers THE OLD ‘PUSH’ MODEL OF INNOVATION "If I’d asked my customers what they wanted they’d have said a faster horse" Attributed to Henry Ford
  • 10. Synthesio présentation | Septembre 2009 | 10 Ideas are now flowing back up the pipe from consumers, who are often ahead of the producers The whole domain of creativity is expanding: innovation is now cumulative and collaborative THE NEW ERA OF CREATIVE COLLABORATION “Creativity is just connecting things.When you ask creative people how they did something, they feel a little guilty because they didn't really do it,they just saw something.It seemed obvious to them after a while.That's because they were able to connect experiences they've had and synthesize new things.” Steve Jobs
  • 11. Synthesio présentation | Septembre 2009 | 11 SOCIAL LISTENING EXPANDS THE COLLABORATIVE TALENT POOL Social listening enables creative people to not just draw from their own experience, but to tap into the experiences of thousands If you want to understand the tiger, don’t go to the zoo, go to the jungle! @Synthesio #SMLondon
  • 12. Synthesio présentation | Septembre 2009 | 12 • The Social Web is the World’s Largest Un-Focus Group & encapsulates all the key challenges of big data: • VARIETY: Completely unstructured: • Unsolicited - consumers drive the topics • Video, photos, free-ranging text • Proliferation of sources globally • VOLUME: Huge volumes • VELOCITY: Real-time • VERACITY: ‘Unproven’ in the minds of many CEOs • It should always be calibrated with other data points: one random tweet should never form the sole basis for a multi-million dollar new product development strategy … THE CHALLENGES
  • 13. Synthesio présentation | Septembre 2009 | 13
  • 14. Synthesio présentation | Septembre 2009 | 14 Oh dear!
  • 15. Synthesio présentation | Septembre 2009 | 15 CASE STUDIES
  • 16. Innovation in selling cars to the Indian consumer
  • 17. Innovation in beauty product development
  • 18. Innovation in meeting the needs of smartphone users
  • 19. Innovation in meeting the needs of urban runners
  • 20. Innovation in paint colour testing for DIY’ers
  • 21. Innovation in overcoming barriers to purchase
  • 22. Innovation in PR & community engagement
  • 23. Synthesio présentation | Septembre 2009 | 23 OUR BLOG OUR RESEARCH CLIENT STORIES LEARN MORE ABOUT US AT SYNTHESIO.COM

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