Listen InHow To Gain Insights From ConversationsFrank CotignolaTwitter: @fco24www.frankcotignola.com
What IsSocial MediaListening?https://commons.wikimedia.org/wiki/File%3AEar.jpg
How to Understand Consumers Via1. Social Media Conversations2. Search Behavior3. Integration With Other Data
How Do We UsuallyGo About It?4
We Listen Only ForOur BrandsAnd We There5https://commons.wikimedia.org/wiki/File%3ASTOP_sign.svg
Why Is This An Issue?• Most conversations (approximately90%) don’t involve brands• Missing most of the richness andinsight...
What Should We Be Doing?• Listen for conversations aroundbrands (categories, times ofday, etc.)• Then see where your brand...
8Things to ConsiderInertia and the“Threat of theNew”Are TheseReally MyConsumers?Tell Me theDemographicsWho Has TimeTo Read...
9Start By Looking AtExamples9
Understand the EconomyBefore the Next Data Release
More “Strong” Than “Weak”But Barely….Source: NetBase 52 Weeks Ending June 1, 201323%9%7%7%4%4%3%3%3%2%strongrecoverdo well...
Not Much Change Over Past ThreeMonthsSource: NetBase Three Months Ending June 1, 201321%10%9%6%5%4%3%3%2%2%strongavoid tri...
Sentiment Turns Negative Over the PastMonth13Source: NetBase 52 W/E 5-26-130100,000200,000300,000400,000500,000600,000Numb...
Where Is the Economy Discussed?Source: NetBase 52 W/E 5-26-13
“U.S Economy” Searches Have Been Fairly SteadyOver the Past Three Years After Peaking in 2009Source: Google Trends
What/Where Is Being Searched On the“Economy”Source: Google Trends
Who Owns Economic Discussions?What Is the Emotional State of the“Economy”?17Source: NetBase 52 W/E 5-26-13
While net sentiment has improvedrecently, it remains negative18Source: NetBase 52 W/E 5-26-13050,000100,000150,000200,0002...
Unemployment searches havemoderated since 2011Source: Google Trends
IN THE END……Interpretation and Judgment…Listening can both enhance (andsubstitute for) asking20
Thank you!Frank Cotignola@fco24www.frankcotignola.com 21
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Listen In: How to Gain Insights from Conversations by Frank Cotignola of Mondelēz International - Presented at Insight Innovation eXchange North America 2013

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Social Media and search behavior has forever changed the way we gather and interpret consumer insights. Through detailed examples, you’ll discover how to use social media and search data to uncover important insights that you can use in new product development, category “white space” analysis, and other broad trends that impact the consumer marketplace. Using a mixture of “paid” and “unpaid” tools, you’ll learn how social media and search data can help you uncover valuable consumer insights.

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Listen In: How to Gain Insights from Conversations by Frank Cotignola of Mondelēz International - Presented at Insight Innovation eXchange North America 2013

  1. 1. Listen InHow To Gain Insights From ConversationsFrank CotignolaTwitter: @fco24www.frankcotignola.com
  2. 2. What IsSocial MediaListening?https://commons.wikimedia.org/wiki/File%3AEar.jpg
  3. 3. How to Understand Consumers Via1. Social Media Conversations2. Search Behavior3. Integration With Other Data
  4. 4. How Do We UsuallyGo About It?4
  5. 5. We Listen Only ForOur BrandsAnd We There5https://commons.wikimedia.org/wiki/File%3ASTOP_sign.svg
  6. 6. Why Is This An Issue?• Most conversations (approximately90%) don’t involve brands• Missing most of the richness andinsight that social media listening canprovides6
  7. 7. What Should We Be Doing?• Listen for conversations aroundbrands (categories, times ofday, etc.)• Then see where your brand fitsinto the conversation7
  8. 8. 8Things to ConsiderInertia and the“Threat of theNew”Are TheseReally MyConsumers?Tell Me theDemographicsWho Has TimeTo Read All OfThis?“What Does ThisTell Me That IDon’t AlreadyKnow?”8
  9. 9. 9Start By Looking AtExamples9
  10. 10. Understand the EconomyBefore the Next Data Release
  11. 11. More “Strong” Than “Weak”But Barely….Source: NetBase 52 Weeks Ending June 1, 201323%9%7%7%4%4%3%3%3%2%strongrecoverdo welldo betteravoid triple-dip recessionhealthyfasterstablejobwork for everyoneEconomy “Likes”17%9%5%5%4%4%4%4%3%3%weakrecessionfall apartshamblestagnantdebilitate itsluggishnot do wellmess up economyhow badEconomy “Dislikes”Positive: 53%Negative: 47%
  12. 12. Not Much Change Over Past ThreeMonthsSource: NetBase Three Months Ending June 1, 201321%10%9%6%5%4%3%3%2%2%strongavoid triple-dip recessionrecoverdo welldo betterhealthystablefasterperk upcompetitiveEconomy “Likes”18%7%4%4%4%3%3%3%3%3%weakrecessionfall apartshamblehit economynot do wellstagnantdebilitate itshow signslowEconomy “Dislikes”Positive: 53%Negative: 47%
  13. 13. Sentiment Turns Negative Over the PastMonth13Source: NetBase 52 W/E 5-26-130100,000200,000300,000400,000500,000600,000Number of “Economy” Mentions(30)(20)(10)0102030Net Sentiment on the “Economy”
  14. 14. Where Is the Economy Discussed?Source: NetBase 52 W/E 5-26-13
  15. 15. “U.S Economy” Searches Have Been Fairly SteadyOver the Past Three Years After Peaking in 2009Source: Google Trends
  16. 16. What/Where Is Being Searched On the“Economy”Source: Google Trends
  17. 17. Who Owns Economic Discussions?What Is the Emotional State of the“Economy”?17Source: NetBase 52 W/E 5-26-13
  18. 18. While net sentiment has improvedrecently, it remains negative18Source: NetBase 52 W/E 5-26-13050,000100,000150,000200,000250,000Number of “Unemployment” Mentions(45)(40)(35)(30)(25)(20)(15)(10)(5)0Net Sentiment on “Unemployment”
  19. 19. Unemployment searches havemoderated since 2011Source: Google Trends
  20. 20. IN THE END……Interpretation and Judgment…Listening can both enhance (andsubstitute for) asking20
  21. 21. Thank you!Frank Cotignola@fco24www.frankcotignola.com 21

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