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Powering informed decisions
Strategic social listening
Hair Care Insights – Sample Category Report
“Where to play and what...
Contents
Background 3
Objectives of the pilot 4
Research objectives 5
Methodology 6
Executive summary 7
Potential actions ...
Background
The purpose of this pilot was to illustrate how strategic social listening can power
informed decisions and ins...
Objectives of the pilot
The objective of the pilot was to show how the different applications / actions that
can be taken ...
Research objectives
The Unilever hypothesis was the starting point or “research need” that informed our
research brief. Un...
Methodology
 We gathered content across all social media (July-Sept 2014) using a combination
of phrases, key words and b...
Executive summary
Natural oils are a hot trend driving the frizzy hair sector, driven by a belief that
‘chemicals’ cause f...
Potential actions: Frizzy hair segment
Ideation / Product Use: Brands could incorporate popular hair care routines (CG, No...
Insight to action: Creative copy

OR
9
Where to play and what to say: right message right place
10
11
Where to play and what to say: right message right place
Strategic social listening
Insight
Twitter Insight
recommending a brand product
asking for advice/recommendation
describes using products
recommending a trea...
Brand Insight: Twitter
John Frieda
Keratin treatment
(salon)
Aveda
Pantene
Moroccan oil
Kerastase
other oils
Tresemme
orga...
Forum Insight
describes a hair routine
giving advice/recommendation
asking for advice/recommendation
recommending a brand ...
Brand Insight: Forums
John Frieda
other oils
keratin treatment
no shampoo method
coconut oil
argan oil
Pantene
max hydrati...
Frizzy: celebrity ‘role models’
Monica from Friends suffering
from frizz while on holiday is a
frequent example given by w...
 http://www.naturallycurly.com/curlreading/no-
poo/the-curly-girl-method-for-coily-hair/#!slide1
 http://thecurlyhairpro...
Linguistic insight
Further validation: proof of concept
 Using Relative Insights language analytics tool we gathered data from key forums
id...
Frizzy hair: linguistic insight from mumsnet.com
People with fizzy hair on mumsnet.com use more descriptive, less technica...
Frizzy hair: linguistic insight from naturallycurly.com
People with fizzy hair on naturallycurly.com use more technical te...
Non frizzy hair language
Amongst people that do not have frizzy hair the hair style is mentioned more
frequently. The conv...
Conclusions and considerations
The qualitative insight and linguistic analysis both agree that price was not an issue for ...
Appendix
Influencers
Passive views / active posts
Methodology
Influencers: UK
Jade Elliott is a celebrity fashion stylist and
beauty editor with 35.5K followers on Twitter
and a blog a...
Influencers: UK
Leo Bancroft is a hairdresser for ITV This Morning
and Chelsea FC.
He is active mainly on Twitter (44,414 ...
Influencers: UK
Faye is a beauty and fashion vlogger on
YouTube, where her channel, Faye’s Fix, boasts
21,951 subscribers....
Influencers: UK
Heather Katsonga-Woodward is a UK natural-hair
blogger who switched from ‘damaged relaxed hair’
to natural...
More people view (passive) than post (active)
Passive: NaturallyCurly.com receives 2 million unique visits monthly
Active ...
Strategic social listening methodology
 We used the following general terms and brand names related to
haircare and natur...
Linguistic analysis methodology
Identify relevant data sources. This is driven by the areas or high-level research questio...
Thank you
andrew.nelson@precise.co.uk
@AIFNelson
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Strategic social listening in action, Unilever Case Study

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A sample category report illustrating how organic consumer generated content in social media can power more effective marketing and enable better consumer understanding

Published in: Data & Analytics
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Strategic social listening in action, Unilever Case Study

  1. 1. Powering informed decisions Strategic social listening Hair Care Insights – Sample Category Report “Where to play and what to say” andrew.nelson@precise.co.uk
  2. 2. Contents Background 3 Objectives of the pilot 4 Research objectives 5 Methodology 6 Executive summary 7 Potential actions 8 Strategic social listening insight 12 Linguistic analysis insight 20 Conclusions and considerations 25 Appendix Hair care influencers (UK) Passive / active More details on the methodology 26
  3. 3. Background The purpose of this pilot was to illustrate how strategic social listening can power informed decisions and inspire actions for consumer insights, R&D and marketing teams. Kantar Media created a research brief to investigate a hypothesis from Unilever’s former R&D Director of Hair Europe (Inge Terpstra). The following presentation illustrates how strategic social listening can be used to:  Segment consumer insight  Identify habits, trends and who is driving these  Understand consumer language  Know what to say and where to play
  4. 4. Objectives of the pilot The objective of the pilot was to show how the different applications / actions that can be taken for R&D, Consumer Insight and Marketing teams, more specifically:  Ideation: Gathering insights to inform and inspire decisions, new products and test hypothesis  Product use: Focusing on insight around product experiences  Deployment: Inform content marketing, messaging and tactics for different consumer segments
  5. 5. Research objectives The Unilever hypothesis was the starting point or “research need” that informed our research brief. Unilever has been implementing natural formulations only to find out that consumers did not always recognise that their products were more natural than other products that make “naturally inspired claims.” Research objectives: Insights to identify trends, habits and language used by women with Frizzy Hair. Identify the different consumer angles to inform messaging and tactics by segmenting insights. The pilot focused on women with frizzy hair and aimed to answer the following key questions:  Are natural oils a hot trend amongst the fizzy hair segment?  What other trends / habits are emerging from the frizzy hair segment?  Which brands are mentioned in connection with natural/organic or natural oils?  Are “trend setters” and “influential individuals” advocating natural oils and natural & organic products? Frizzy Curly Straight Dyed Damaged Afro
  6. 6. Methodology  We gathered content across all social media (July-Sept 2014) using a combination of phrases, key words and brands in connection with hair care and natural or organic hair care.  We then combined these terms to focus on one segment “fizzy hair.”  Within the frizzy hair data set we qualitatively evaluated a sample of mentions for themes and sentiment towards products.  We also identified influential consumers based on Reach, Relevance, Resonance, and Activity. Using social media as a source of insight we applied qualitative research techniques at scale on conversations between women with frizzy hair.
  7. 7. Executive summary Natural oils are a hot trend driving the frizzy hair sector, driven by a belief that ‘chemicals’ cause frizz and natural products are more effective. The focus was invariably on whether the product / solution actually works to eliminate frizz. Women with frizzy hair are prepared to pay a premium for a solution that works. Effectiveness trumps price. Whether the product works was the most important feature. Price appeared to be seen as a mark of quality. People with frizzy hair describe or recommend an entire hair care routine, incorporating the use of products but also washing, styling, and drying techniques that are believed to reduce and manage frizz. The CG method or Curly Girl method featured most frequently for frizzy hair. Glycerin free gels and wet gels also appealed to women with frizzy hair. Women with frizzy hair use more technical terms (Flaxseed gel, FSG) and DT’s (Deep Treatments). Humidity was mentioned frequently as a problem. Terms such as Hair Canopy (the mass of hair in the centre) or “taming medusa hair” were used to describe their problems. John Frieda’s Frizz-ease range or salon keratin treatments, both seen as effective
  8. 8. Potential actions: Frizzy hair segment Ideation / Product Use: Brands could incorporate popular hair care routines (CG, No-Poo or Max Hydration) into content marketing aligning brands around consumer routines. Brands could also consider developing a range of products to support consumers following the no poo, CG or max hydration method. Deployment: Brands could use these insights to test the performance of Adwords and PPC campaigns. Insights can also be used to modify messages that appear below the paid adverts to appeal more to people with frizzy hair. For instance “effective” instead of “best” treatment for frizzy hair. Hair Care For Frizzy Hair www.tresemme.co.uk/Hair-Tips Effective treatment for frizz. Hair Care For Frizzy Hair www.tresemme.co.uk/Hair-Tips Glycerin free treatment for frizzy hair Ideation: Brands could mimic popular features used by consumers on other social networking sites to increase owned media engagement. Consumers could take a quiz to understand their hair type on the landing page, directing users to the right product and routine for their hair. PANTENE Pro-V - pantene.co.uk www.pantene.co.uk/ Frizz control that works Deployment: To increase ROI from advertising target the frizzy hair segment with messages and content focusing on the key message that “it works” timing marketing to run prior to when humidity levels rise in certain markets. Focus campaigns on popular YouTube videos & forums. Mumsnet & Naturallycurly display banner adverts should carry different images and messages.
  9. 9. Insight to action: Creative copy  OR 9
  10. 10. Where to play and what to say: right message right place 10
  11. 11. 11 Where to play and what to say: right message right place
  12. 12. Strategic social listening Insight
  13. 13. Twitter Insight recommending a brand product asking for advice/recommendation describes using products recommending a treatment giving advice/recommendation recommending a natural product products don't work coupons/deals/competitions/selling/ma… review wants to try advert complimenting hair prize winner passing mention doesn't use products Types of mention Negative Neutral Positive 39% 10%7% 17% 14% 3% 6% 4% Types of contributor Frizzy Afro Curly stylist/salon seller brand blogger other  Twitter provides a Q&A platform for consumers at different stages of their journey. Tweets around frizzy hair and natural formulations were most likely to be recommendations and advice to use certain products or requests for recommendations.  Very few frizzy haired women considered the natural or organic credentials of a product to be the deciding factor on whether to buy. The focus was invariably on whether the product actually works to eliminate frizz and fly- aways, for a variety of types of frizzy hair including Afro, curly, and straight but frizzy.  The price was also rarely a factor, with less than 2% of mentions even mentioning the cost of a product.  Around a third of tweets were from users with a vested interest in selling a product, such as online sellers, salons, stylists, or brands’ Twitter handles.
  14. 14. Brand Insight: Twitter John Frieda Keratin treatment (salon) Aveda Pantene Moroccan oil Kerastase other oils Tresemme organic/natural no shampoo Kerasilk Aussie Bumble & Bumble  The most mentioned brand for frizzy hair was John Frieda’s ‘Frizz-ease’ range, which was hailed as highly effective for various types of frizzy hair.  Closely followed by a Keratin treatment or ‘Brazilian blow-out’, usually done in a salon. This treatment was recommended for its lasting results.  Moroccan oil and other natural oils (coconut, olive, argan,…) were also prominent. While ‘natural’, these products were recommended based on effectiveness, not for their organic/natural credentials.
  15. 15. Forum Insight describes a hair routine giving advice/recommendation asking for advice/recommendation recommending a brand product products don't work recommending a treatment price conscious describes using products passing mention coupons/deals/competitions/selling/ marketing/spam recommending a natural product Negative Neutral Positive Mixed  On forums, the conversations were more in depth giving more context to the insights found in Twitter.  Price was again rarely a barrier, in fact, it seemed to be seen as a mark of quality. The higher the price of a product, the more effective it was believed to be, with forum users advising one another to choose the more expensive option.  Notably, the most prominent type of mention of natural or other hair products were lengthy and detailed descriptions of hair care routines, but again with a focus on effectiveness.  Routines often incorporated a range of other products and washing, drying, and styling techniques that are believed to reduce frizz, such as using conditioner instead of shampoo, drying hair with a t-shirt instead of a towel, brushing with a wide-tooth comb or fingers, no touching after applying products, braiding at night …  Most routines are personal, but some have a wide following, such as the ‘curly-girl’ method and the ‘no- poo’ (no-shampoo) method.
  16. 16. Brand Insight: Forums John Frieda other oils keratin treatment no shampoo method coconut oil argan oil Pantene max hydration method Redken Wen Bumble and Bumble Shea Dove Fructis Deva curl Aussie TRESemme  Like on Twitter, John Frieda’s ‘Frizz-Ease’ range was the brand most mentioned, the salon keratin treatment came highly recommended.  However, natural oils, when taken together, were by far the most discussed products on forums.  Many forum users subscribed to the belief that hair care products containing sulfates, alcohols, silicones, and other ‘unpronounceable chemicals’ cause frizzy hair, leading to a tendency towards using ‘natural’ products and methods because they are seen as effective.  Well-known hair care methods such as the no-poo and CG method were also widely discussed, with users sharing tips and experiences.  Many forum users were aware of and used the acronyms describing hair as one of several types, ranging from 2A to 4C.
  17. 17. Frizzy: celebrity ‘role models’ Monica from Friends suffering from frizz while on holiday is a frequent example given by women with frizzy hair to describe their problem (especially when going to Florida, Disneyland, or on a holiday). Curly haired social media users complained that the curls on the model in the Frizz-Ease advert did not look ‘real’.
  18. 18.  http://www.naturallycurly.com/curlreading/no- poo/the-curly-girl-method-for-coily-hair/#!slide1  http://thecurlyhairproblems.tumblr.com/cgmet hod  http://www.britishcurlies.co.uk/articles/article/t he_cg_method_to_great_curls/  http://www.nopoomethod.com/  http://thecrunchymoose.com/one-year- without-shampoo/  http://www.instructables.com/id/How-to-Go- No-Poo/ Pinke Cube  http://maxhydrationmethod.com/the-max- hydration-method-regimen/  http://www.longhaircareforum.com/showthrea d.php?t=733423&page=25#post20562731  http://forum.blackhairmedia.com/the-max- hydration-methodfrom-my-other- post_topic368937_page249.html#10991139 Popular hair routines/methods
  19. 19. Linguistic insight
  20. 20. Further validation: proof of concept  Using Relative Insights language analytics tool we gathered data from key forums identified by Kantar Media that discussed hair care (frizzy hair & non frizzy).  The tool analysed 1.5 million mentions around fizzy hair and non frizzy hair going back 10 years form the key sources identified from social listening (naturallycurly.com & mumsnet.com).  We then compared the language used by people with frizzy hair vs non frizzy on each site.  Finally, we identified any similarities / differences with the insights from social listening. For the first time strategic social listening was combined with a language analysis tool (originally designed for crime-fighting) to investigate the findings. For this secondary piece of research we partnered with Relative Insight.
  21. 21. Frizzy hair: linguistic insight from mumsnet.com People with fizzy hair on mumsnet.com use more descriptive, less technical terms than people on naturallycurly.com and are more focused on the outcomes / results.  Results and Appearance are the main focus of conversation. The desired result is more curls not frizz.  Terms such as “lovely, “sleek”, “amazing”, “shiny”, “gorgeous” to describe the results post product or action (blow dry, rinsing out, separating curls or detangling).  Brands, the range of product i.e Frizzease and where they are purchased are mentioned more frequently, Boots, Tescos, Asda, Avon, Sainsburys, L’Oreal, Body Shop, Dove, Bumble, Superdrug. People reference the product by the colour of the bottle.  Cost / price is not an issue, effectiveness is key “costs a fortune, but worth it’ vs ‘I use the cheap one.”
  22. 22. Frizzy hair: linguistic insight from naturallycurly.com People with fizzy hair on naturallycurly.com use more technical terms than people on mumsnet.com. People on naturallycurly.com are investigating, experimenting, searching for and trying to figure out how to manage their frizz.  Glycerin free gel and wet gels. People afraid it might damage hair or remove colour or cause frizz, hence references to “glycerin free”. Some want soft gels as hard gels can leave a “gunky feeling.” Others want hard hold gel to “help with frizz.”  The weather, in particular humidity appears frequently “ruining hairstyles” leading to “frizz balls”.  Natural oils are mentioned with people referencing, aloe, Jojoba, Vegetable Glycerin and Shea Butters.  The CG method is frequently discussed  Cost / Price was not an issue so long as “it works”
  23. 23. Non frizzy hair language Amongst people that do not have frizzy hair the hair style is mentioned more frequently. The conversations are less about finding solutions or managing ones hair, instead focusing on ones cut and length of hair. Once the hair reaches a certain length it can be a problem, hearing of ways to manage hair growth featured more frequently with people with non-frizzy hair. What colour to go with and how to grow colour out were topics discussed by the non-frizzy segment. Price, especially cheaper products were considered more often than those with frizzy hair, where effectiveness was more important than price.
  24. 24. Conclusions and considerations The qualitative insight and linguistic analysis both agree that price was not an issue for women with frizzy hair. Effectiveness trumps price. This segment are willing to pay a premium for something that works. Consumer language identified in the qualitative research and linguistic analysis found similar patterns. This combined approach gives credence to our recommendations on what to say and where to play. The insights can be used to inform message testing research and digital campaigns. Repeat this analysis framework for each hair type to inspire new product development and inform existing digital marketing messages and tactics. There are differences and similarities between North America and UK markets . Market segmentation should also be considered.
  25. 25. Appendix Influencers Passive views / active posts Methodology
  26. 26. Influencers: UK Jade Elliott is a celebrity fashion stylist and beauty editor with 35.5K followers on Twitter and a blog about style and beauty, Style and stillettos. Her blog is hosted on Tumblr and has short updates with large glossy images. She also runs give-aways and competitions. Jade has launched her own line of make up, Iconic London.
  27. 27. Influencers: UK Leo Bancroft is a hairdresser for ITV This Morning and Chelsea FC. He is active mainly on Twitter (44,414 followers), where consumers ask him direct hair care and hair routine questions, which he answers with general advice and by recommending products and hair care tools from his own product line. He also posts advice, tips, and photos around styling hair, often using positive hashtags such as #loveyourhair. He has a website and Facebook page for his own product line and salon.
  28. 28. Influencers: UK Faye is a beauty and fashion vlogger on YouTube, where her channel, Faye’s Fix, boasts 21,951 subscribers. She was shortlisted for the Cosmopolitan Best Vlog award in 2014. She also uses Twitter, Blogger, Facebook, and Instagram but has less followers there. She most often talks about style and fashion, but also reviews beauty and hair products on occasion.
  29. 29. Influencers: UK Heather Katsonga-Woodward is a UK natural-hair blogger who switched from ‘damaged relaxed hair’ to natural Afro hair. She markets her own free e- book on how to grow long natural hair and her own range of products based on natural oils. Aside from her own range, she also gives many instructions on how to make DIY natural products. She provides tips and styling how-to’s on her Twitter, blog, and YouTube channel. She reaches most of her fans with links to her videos and blog posts on Facebook where she has 415,384 likes, and on Pinterest, where she has 21,308 followers.
  30. 30. More people view (passive) than post (active) Passive: NaturallyCurly.com receives 2 million unique visits monthly Active members: 192,705 Views
  31. 31. Strategic social listening methodology  We used the following general terms and brand names related to haircare and natural or organic haircare: "aussie" "dove" "elvive" "fructis" "head shoulders"~1 "herbal essences" "john frieda" "natural oil" "natural oils" "no poo" "no shampoo" "organic" "pantene" "product" "products" "silicone" "silicones" "suave" "sulfate" "sulfates" "sulphate" "sulphates" "sunsilk" "timotei" "treatment" "treatments" "tresemme" "vo5“  We then combined these with terms specific to the 6 consumer segments: Frizzy, Curly, Straight, Dyed, Damaged, Afro.  For frizzy hair, we added the terms: “frizzy hair” and “frizz”.  Within the Frizzy segment, we took a random representative sample of Twitter mentions and a random sample of forum mentions and evaluated each mention for relevance, sentiment towards hair products, topic of conversation, hair type of user and brand or product mentioned.  We also identified several potentially influential users based on Reach, Resonance, Relevance and Activity (number of followers, recommendations by consumers and frequency of relevant posts).
  32. 32. Linguistic analysis methodology Identify relevant data sources. This is driven by the areas or high-level research questions of interest to the client. Any digital text can be used as input to the process such as (but not limited to): forum posts, social media data, promotional emails, digitized mail drops, web site content, etc. Best results are obtained when comparative data sources are available (e.g. out-bound brand language, frizzy hair discussions compared to non-frizzy hair discussions, etc). Processing the data. The data collected in Step 1 (Frizz) is processed by the Relative Insight language analysis engine that builds language models around the words/phrases, grammar, style and semantic topics contained within the input data. By examining the language at multiple levels, rather than just the words used, a much richer and deeper understanding of the content can be extracted. Perform comparisons. The language models produced in Step 2 (non Frizz) can be compared with each other to surface statistically significant language characteristics that are associated with each data source. The language models can also be compared with standard language data sets created by Relative Insight, for example, language collected from a range of data sources that represent “standard” English use, or language collected from forums typically used by mums to represent “mum” language. Analyse the comparisons. Relative Insight uses a data-driven approach for their analysis that allows the data collected to determine the direction of analysis. This means that unexpected findings can be discovered that the client was completely unaware to even look for. The analysis process involves exploring the language characteristics surfaced via the comparisons in Step 2 and interpreting their significance in terms of the original areas and research questions set out by the client. Presentation of the results. Relative Insight can produce a report and/or a presentation containing their findings. This includes an overview/justification of the data sources used, an outline of the process applied, an executive summary of the insights found, a more detailed explanation of the insights (thIs includes a series of graphs providing evidence of these insights), and potential actions or next steps on how these insights can be used.
  33. 33. Thank you andrew.nelson@precise.co.uk @AIFNelson

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