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Understanding	the	Social	Dynamic	
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Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 1 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 2 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 3 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 4 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 5 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 6 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 7 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 8 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 9 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 10 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 11 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 12 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 13 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 14 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 15 Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions Slide 16
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Today’s connected consumer is intrinsically engaged with social media, and as marketers and researchers, the decisions we make cannot be focused solely on the product or service we are trying to sell. We are challenged to not only maintain a steady pulse on consumers within this ever-shifting ecosystem, but also to understand the very mechanics of the social dynamic itself, and how these external factors impact the attitudes and drivers shaping brand perception and purchase decisions. In this presentation, Menaka Gopinath, President of Ipsos Social Media Exchange (SMX) in North America, will share some of the key challenges brands face in an increasingly connected world, and a few ways in which we can more effectively explore and understand what’s now at play.

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Moving Beyond the Bubble: Understanding the Social Dynamic and Its Link to Your Business Decisions

  1. 1. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Understanding the Social Dynamic + Its Link to Your Business Decisions Menaka Gopinath
  2. 2. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Fact: Social media interac<ons and reac<ons are now a cri<cal part of the marke<ng mix.
  3. 3. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR •  81% of the US popula<on has a social networking profile as of 2017. •  The number of worldwide social media users is expected to grow to almost 3 billion by 2020. Source: Sta+sta Today’s Consumer
  4. 4. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Today’s ConversaIons 15MM views within a few hours of airing Source: Vox #1 trending hashtag within an hour of tweeIng Source: Tech Crunch
  5. 5. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Social Media Influence Runs Deep 0 25 50 75 100 Consumers Seeking Guidance on Product Recommenda<ons From Friends From Influencers Amplifying Messages 56% 49% 20% Source: Twi5er
  6. 6. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR CreaIng New Challenges…
  7. 7. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR … And OpportuniIes for Brands
  8. 8. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR The Importance of Cultural Capital Source: Cracking Social: Harnessing the Contagious Crea+vity of Influencers, Ipsos Connect Cultural capital is more important than ever before. You need to know what your audience is thinking about, before they’ve even thought it themselves.
  9. 9. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Private, online communiIes can help us mimic the social dynamic to help us understand how the broader social environment might react. Enter Online CommuniIes
  10. 10. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR EXPRESSING DISCUSSING CREATING ADVOCACY ENTERTAININGCONNECTINGDISCOVERINGSHARING ASK: YOU ASK THEM LISTEN: THEY TELL YOU CO- CREATE: WORK TOGETHER DISCUSS: TALK TOGETHER Leveraging the Tenets of Social Media
  11. 11. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Daily Life What I Do For HolisIc Understanding and Cultural Relevance •  What’s their daily rou<ne? •  Where do they prefer to shop? •  What do they do for fun or leisure? •  What are their media preferences? •  How do they think about life? •  What do they value? •  What are their intrinsic mo<va<ons? •  What bothers or frustrates them? MoIvaIons Who I Want to Be •  What do they strive for? •  What do they want out of life? •  What maZers to them? EmoIonal Territories How I Feel
  12. 12. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Crowdsource Concepts PRODUCT NAMING Community by its very nature leverages the wisdom of the crowd and allows us to not only co- create concepts and iden<fy themes, but also vet feedback and discover watch outs before products or campaigns go to market. DISCOVER WATCH OUTS CO-CREATE AND VET Leverage the community to co- create and vote on user- generated product names or test exis+ng brand-generated ideas Iden+fy points of convergence and poten+al watch outs such as cultural insensi+vi+es or improper innuendo in the naming process
  13. 13. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR PACKAGING UPDATE Community allows for a combina<on of prompted and unprompted conversa<on techniques which helps yield learning about product updates as well as the potenIal of social media conversaIons once they launch. Assess Impact STEP 2: UNPROMPTED + PROMPTED DISCUSSIONS If one member no+ced the change and brought it up in a social forum, how would the other members respond to it? STEP 1: 2-PHASED PRODUCT TRIAL If no one told them about the change, would they no+ce it?
  14. 14. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Harness Social Influence EARLY STAGE IDEATION Community truly comes alive when member-to-member interac<on is rich and plen<ful. Whether in the form of liking, commen<ng or vo<ng on others’ posts or ideas, peer reviews and social influence help to generate, build on and corroborate ideas. I think an ideal product could be a type of puff pastry type product for the kids and a quiche type of product for the adults. The quiche puff would come in more adult flavors like ham & cheese, bacon & cheese, and others... I think it should be able to be cooked in the microwave with a sleeve, so it is not mushy or rubbery.” “I love the idea of a quiche type of product for the adults. I also had the sleeve idea to prevent mushiness. Great thinking!” “I really like the "adult" version, and think it would be great for kids as well - perhaps a healthier alterna+ve than the sugary fruit versions?”
  15. 15. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Thank You! Menaka.Gopinath@Ipsos.com +1-310-736-3331 | www.Ipsos.com
  16. 16. Understanding the Social Dynamic Menaka Gopinath, Ipsos Social Media Exchange Opportunities & Challenges in MR Q & A Ray Poynter The Future Place Menaka Gopinath Ipsos SMX Chair’s Photo

Today’s connected consumer is intrinsically engaged with social media, and as marketers and researchers, the decisions we make cannot be focused solely on the product or service we are trying to sell. We are challenged to not only maintain a steady pulse on consumers within this ever-shifting ecosystem, but also to understand the very mechanics of the social dynamic itself, and how these external factors impact the attitudes and drivers shaping brand perception and purchase decisions. In this presentation, Menaka Gopinath, President of Ipsos Social Media Exchange (SMX) in North America, will share some of the key challenges brands face in an increasingly connected world, and a few ways in which we can more effectively explore and understand what’s now at play.

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