How to gain customer insights in social media
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How to gain customer insights in social media

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Talk given at the Social Media CRM seminar at Rouen Business School organized by Markets, Brands and Experiences Research group.

Talk given at the Social Media CRM seminar at Rouen Business School organized by Markets, Brands and Experiences Research group.

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How to gain customer insights in social media How to gain customer insights in social media Presentation Transcript

  • How  to  gain  customer  insight  in   social  media?   Joonas  ROKKA  November  28,  2012  jrk@rouenbs.fr  @jccnas  
  • How  to  gain  customer  insight  in  SM?   Nestle’s  “Digital  AcceleraDon  Team”  monitoring  customer  dialogue  online  
  • Listening  customers  in  social  media     Is  important  because:   –  People  spend  a  lot  of  Dme  in  social  media,  discussing   their  daily  lives,  interests  and  opinions     Facebook  is  the  biggest  Dme-­‐suck  in  the  internet  (17%),   YouTube  (10%)   –  78%  of  consumers  trust  Word-­‐of-­‐Mouth  in  social  media     Only  14%  trust  ads   –  34%  of  blog  arDcles  talk  about  products  and  brands     That  is  more  than  70  million  blogs  (ComScore,  2009,  Jupiter  Research,  2009,  Fortune  2010,  McKinsey  2012)    
  • Need  for  a  systema:c  approach   Many  companies  are  extremely  confused  by  the   amount  of  informaDon  in  social  media   –  They  are  unable  to  make  use  of  it   –  They  do  not  know  how,  what  and  where  customers   talk  about  their  brands  and  products     In  other  words,  they  risk  being  not  customer   centric!  
  • Netnographic  approach      Netnography  is  a  research  process  where  social   media  is  studied  by  analyzing  member  discussions,   acDviDes,  and  ulDmately  culture,  via  acDve   parDcipaDon  and  observaDon    It  requires  constant  aaenDon  and  training    It  can  be  applied  to  study  different  social  media:   –  Facebook   –  Twiaer   –  Pinterest   –  Forums   –  Blogs  etc.  See:  Robert  Kozinets  (2010)  Netnography  
  • Example:  Foodie  communi:es   Rouxbe.comTastespotting.com
  • Benefits  of  Netnography   Window  into  consumers’  everyday  life  and  naturally   occurring  reality   Faster,  simple  and  less  expensive  than  many  other  methods   Up-­‐to-­‐minute  informaDon   You  can  study  your  customers  on  your  sofa   Basically  everyone  can  use  it!   A  managerial  tool  for  studying   –  Customer  values,  aetudes,  tastes,  preferences,  segments   –  Brand  percepDons,  meanings,  aaributes  
  • Case:  Valio  How  netnographic  insights  were  used  in   pracDce  for  creaDng  a  new  product?  
  • Insights  from  discussion  forums   #1  Forum  dedicated  to  gym,  training  and  bodybuilding…   Surprising  insight:  Gym-­‐goers  are  heavy  users  of  Valio’s     compeDng  product  -­‐>  Ehrmann  quark!  Important  source   for  protein,  yet  product  not  opDmal  for  eaDng  directly…  
  • Valio  Quark  (Crème  Fraîche)   Stable  and  profitable  (cooking)  product   Facing  fierce  compeDDon  from  Ehrmann  quark   Typical  generic  product  
  • Netnographic  insights  turned  into  success   Valio  had  never  thought  that  quarks  are  highly  valued   among  gym-­‐goers   –  Important  source  for  protein   –  Yet  taste  was  poor  –  product  was  designed  for  cooking   New  products  series  exceed  all  expectaDons   –  One  of  the  most  successful  product  launches  ever   CollaboraDon  with  the  community  is  ongoing