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Precise social brands_slideshare


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Precise social brands_slideshare

  1. 1. Understanding and influencing the social audienceHow consumer behaviour trends can revolutionise your ROI 08 February 2012James Withey and Gaelle Bertrand, PreciseThe Registry, Royal Mint Court, London EC3N 4QN T +44 (0)20 3301 4490 courtesy of jot.punkt from Flickr
  2. 2. Understanding and influencing the social audienceAgendaThe case for understanding moreHow the social audience is typically understoodUnderstanding more about the social audienceWhat do you want to understand?1
  3. 3. The case for understanding more2
  4. 4. ROI is king3 Image courtesy of Googlisti from Flickr
  5. 5. 4
  6. 6. The value of social insight is currently under-appreciated6
  7. 7. Audience understanding… Consumer understanding…7
  8. 8. An active audience.8 Image courtesy of Hohumhobo from Flickr
  9. 9. Applicabilityright acrossa business9 Image courtesy of Pablo/T from Flickr
  10. 10. How the social audience is typically understood6
  11. 11. ‘...Information gently but relentlessly drizzles down on us in an invisible, impalpable electric rain’. Hans Christian von Baeyer7
  12. 12. It starts withmonitoring9 Image courtesy of Hampton Roads Partnership from Flickr
  13. 13. A plethora of data mining technologies 500 £ 0 anyone EXPERTISE expert13
  14. 14. Topline analysis outputs Trend in Coverage by Social Media Type: 6 – 16 July500450400350300250200150100 50 0 06-Jul-11 07-Jul-11 08-Jul-11 09-Jul-11 10-Jul-11 11-Jul-11 12-Jul-11 13-Jul-11 14-Jul-11 15-Jul-11 16-Jul-11 Blogs Micro-Media Forums Comments Facebook Video / Images Message board/forum Microblog Social Network News Website 11
  15. 15. Pure automated sentiment – flip a coin!13 Image courtesy of ImagesOfMoney from Flickr
  16. 16. Scary good or scary bad?14
  17. 17. Tracking influencers17
  18. 18. Wouldn’t it be more important to understand the themes of the conversations regarding your brand and, more than that, what is driving those themes?16
  19. 19. 17
  20. 20. Not (just) social data. Social insight.18
  21. 21. Understanding more about the social audience19
  22. 22. “All truths are easy to understand oncethey are discovered. The point is todiscover them.”Galileo22
  23. 23. Understanding more…About mums’ attitudes to their children’s diet and exerciseAbout how the battle between mobile handset brands and OS brands might be wonAbout what drives customer churn between mobile networksAbout how customers spontaneously recount their experiences of a supermarket’scustomer pledges21
  24. 24. Mums’ attitudes to their children’s diet and exercise What we did  Social media exploration focusing on conversations about family health within online forums during summer 2011.  Mothers talking about their children’s health  A series of topics around eating and exercise e.g. Five a Day, P.E.24 Images courtesy of bgotlisab and jeffreyw from Flickr
  25. 25. What to eat or what not to eat, that is the question...  Mums either feel clear about what exercise children should be doing, or delegate responsibility to schools  But they are not clear on what to feed their children in order to achieve a healthy balance Spotlight on 5-A-Day  Mums are unsure about what constitutes 5-A-day and seek advice on the subject.  Mums understand the principle…but are unclear about it in practice. Share of conversation mentioning children across topics “If tinned fruit counts as one 42% 41% of a five a day, surely tinned 30% 33% veg does too?” 29% 29% Across Total 27% Social Web “It was overwhelming how 24% many people thought that “The "five a day" thing. potatoes were one of your 15% 14% 11% 13% 13% 11% Wonderful spin and sciency five a day, and I work with On Mums stuff - but what does it actually people in professional Forums mean? Unless Ive totally missed careers who cant identify it, theres never been an certain fruits and explanation. Five peas, five vegetables” Fat Exercise Sugar Salt Obesity Cholesterol 5 A Day cabbages, or what?” So what? • There is a huge opportunity for brands to help mums navigate through the confusion of conflicting information25
  26. 26. Battle of the mobile brandsWhat we did• Analysed all conversations around the top 5 mobile handset brands + Android• To understand users’ relationships with these brands26
  27. 27. Battle of the mobile brands Leader Challenger Quantitative mapping by favourability and share of voice Low positive reputational impact Highly Positive Conversations Strong positive reputational impact NS: +21 NS: +10 NS: +5 NS: +4 NS: +4 Lower Share of Higher Share of Voice Voice NS: -14 Low negative reputational impact Highly Negative Conversations NS: Net Sentiment27
  28. 28. Team vs. Team : 2 to 1So what? droid try to “Why does “Might make some of yall mad compete with iPhone. buuut, Android > iPhone Painting Apple as representing the status quo and its users as ‘following the herd’ could help #teamiphone.” ahah#TeamAndroid.” reinforce Android’s position as a percieved challenger (in spite of its market share) “Twitter on iPhone is so much “Man im addicted to dis game called temple run its only in Reinforcing the sense that iPhone, so dominant within conversations, is more ubiquitous than better than android.. the apple app store so if u got a #TEAMIPHONE” droid cnt get it... #TeamIphone” it actually is, and eroding the exclusivity that is such an important driver of the brand Themes of conversation about Apple & Android General preference (Apple or Android) 33% Switching/want to switch (Apple or 15% Android) Androids robustness 13% “Hate Android? Open your minds Better Capabilities (Apple or Android) 11% ios sheep! Apple is over rated over priced and bought primarily cos Unsure which to get/which is better 8% peeps think its cool and they must have 1” Apple battery life is better than 6% Androids Android and iPhone not compatible 6% Other conversations 7%28
  29. 29. Should I stay or should I go? What we did • Analysed a sample of 800 tweets mentioning a consideration or an intention to leave or join one of the mobile networks, from a total of 6,000 sent in the UK over six months during 2011 • To provide an insight into the drivers of customer churn between mobile networks29
  30. 30. Propensity for churn based on stated Twitter intentionsIntention to join / leave based on social media conversations Key Joining Consider Joining Leaving Consider Leaving Highest intention to leave Share of conversations Highest intention to join30
  31. 31. Drivers of churn Drivers of customer experience and churn “Edinburgh sucks!!!! Theres no 3G in the centre on Vodafone and no medium for Network coverage me to vent about the total dicks that are here!” Dissatisfied with level of service “Vodafone are so lovely to me... I am on pay as you go and in April they told me they wont take money for my Better tariff or cost/expense internet service until July.” Balanced Attractive add ons/features “@TomDavenport Negative @feemcbee From £25 per month. Im switching when iPh5 appears. Orange charge Positive £5 on top of my £45 per Phone offers available month. 3 is £35 all in.” 0% 5% 10% 15% 20% Percentage of ConversationsSo what? Being able to get an early warning of the changes in perceptions of service that drive churn is key for service-led brands in a category with a relatively high propensity for churn31
  32. 32. How customers spontaneously experience Asda’s pledges What we did  Evaluated the degree to which Asda’s five customer pledges are reflected in social discussions about the brand32
  33. 33. Customer Pledges in all social media conversations about Asda by Sentiment Percentage of All Social Media Conversations Every Day Low Prices Always Available “I took some cat food back to Asda once because the cat showed his displeasure by picking up mouthfuls and throwing it round Quality You Can Trust the room. Well, I took back the other unopened can anyway. They not only refunded but said I should have brought the Happy To Help opened can back as well. I also got a letter from Head Office!” Best For New Positive Negative Neutral 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% So what? Being able to track the customer experience delivery in real time gives early warnings of changes in performance.33
  34. 34. To conclude: understanding more from the social audienceBy researching the content created by your social audience you can: Understand consumer attitudes, needs and behaviours to drive experience strategy Understand perceptions of a brand and track brand values or image statements Understand reactions to any campaign or event and implement learnings Understand how consumers relate to the broader category your brand operates within, to identify opportunities to drive relevance and difference Hone in on unmet needs and unrevealed issues to drive innovationThese are only a few example of how powerful understanding your social audience can be.Who has the responsibility for deepening your understanding within your business of yoursocial audience?34
  35. 35. Who has the responsibility for deepening the understanding of your social audience within your business ?35
  36. 36. What would you like to understand?Q&A36
  37. 37. Thank you.James Withey and Gaelle Bertrand,; 207 7264 6316; +44 207 7264 4649 Image courtesy of jot.punkt from Flickr