RAPPAPORT: Listening to Social Media Rationale and Relevant Cases for UNICEF
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  • 1. July 26, 2012Listening to Social MediaRationale and Relevant Cases for UnicefPresented to: UN Global Pulse/UnicefPresented by: Stephen D. Rappaport, Knowledge Solutions Director, TheAdvertising Research FoundationEmail: srappaport@thearf.orgPhone: +1 646-465-5783
  • 2. 2 Views of Managing Organizations 2
  • 3. Gain Competitive Edge through Listening The ability to capture, interpret and act upon signals from rich and dynamic data The study of naturally occurring signals words, behaviors and emotions To bring the voice of people’s lives into the organization
  • 4. Advantage therefore accrues to companies that can focus on the right information, extract the relevant signals, process them rapidly, and modulate their organization’s behavior accordingly.
  • 5. Brands Use Listening to Achieve ManyStandard Marketing Objectives» Understand mindsets » Rebrand or reposition» Discover new customers » Address public issues» New product development » Manage reputation» Shape and sharpen messaging » Provide customer care» Improve existing products » Increase loyalty and customer value» Increase Sales » Gauge effectiveness 5
  • 6. Major Types of Listening Research Type Typical Uses Some Provders Social »Deep understanding of environment Lexalytics, Research Clarabridge, »Consumer insight SAS, IBM,H Converseon, »Brand/consumer relationship H NM Incitei i »Marketing, media, advertising implicationsg gh Social »Tracking brand and competitor mentions Brandwatch,e Media Netbase, h Monitoring »Customer service outreach Sysomos, er Radian 6 r »SentimentVa »PR Cl o »Social media campaign metrics (basic)u se Search- »Quick reads on a wide variety of topics Google t based Insights, »Alerting Google Alerts
  • 7. Sharpen T Mhe essages You Put Out:Gillette Fusion Great first year sales … replacements, not so Changed messaging … due to listening
  • 8. Troubleshoot and F P ix rogram Problems Put product in an online community to stimulate trial and usage, and feedback Discovered problems … Findability, Bad Flavor Discovered opportunities … Larger package size Responded by … Standardizing location in supermarket, pulling bad flavor, offering bigger size to feed families Considered to be the most successful launch in Heinz history
  • 9. Final Thoughts» Know why you’re listening … and what you want to learn.» Many tech solutions … many promises» Analytic strategy is key … use questions to guide your analysis» Get many viewpoints on your findings» Use several data sources … triangulate … for confidence» Tell stories that bring your findings to life»
  • 10. July 26, 2012Listening to Social MediaRationale and Relevant Cases for UnicefPresented to: UN Global Pulse/UnicefPresented by: Stephen D. Rappaport, Knowledge Solutions Director, TheAdvertising Research FoundationEmail: srappaport@thearf.orgPhone: +1 646-465-5783