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Listening for Insights: The Power of Social Media Listening - StampedeCon 2012

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Listening for Insights: The Power of Social Media Listening - StampedeCon 2012

At StampedeCon 2012 in St. Louis, Frank Cotignola of Kraft Foods presents: Social media “listening research” has emerged as a powerful alternative to more traditional, “asking research.” through a number of examples, you’ll find out how to research important brand topics, provide in-depth insights to new product development, segment analysis and broader topics that you might not previously have had the funds to research. Using a mixture of “paid” and “unpaid” tools, you’ll learn how to use this unique method for your important research questions.

At StampedeCon 2012 in St. Louis, Frank Cotignola of Kraft Foods presents: Social media “listening research” has emerged as a powerful alternative to more traditional, “asking research.” through a number of examples, you’ll find out how to research important brand topics, provide in-depth insights to new product development, segment analysis and broader topics that you might not previously have had the funds to research. Using a mixture of “paid” and “unpaid” tools, you’ll learn how to use this unique method for your important research questions.

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Listening for Insights: The Power of Social Media Listening - StampedeCon 2012

  1. 1. Listening For Insights The Power of Social Media Listening Frank Cotignola Twitter: @fco24
  2. 2. What Is Social Media Listening?
  3. 3. Using Social Media Conversations and Search to Understand Consumer Behavior
  4. 4. What It Isn’t….
  5. 5. Asking
  6. 6. Listen to What Consumers Are Saying Then See Where Your Brand Fits Into the Conversation
  7. 7. I Won’t Do It Because It’s…. Not Representative Missing Demographics Not My Consumers Too Much to Read Time Consuming Not What I’m Used To 7
  8. 8. Show Value Through Examples 8
  9. 9. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT   GAS  PRICES   Source:  Wolfram  Alpha  h1p://www.wolframalpha.com/  
  10. 10. Using social media to assess the economy Comments, negative buzz lower than YAG Gas  Prices   Unemployment   #  of  Comments   Posi8ve  Sen8ment   Nega8ve  Sen8ment   Food  Prices   Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  11. 11. Has the economy improved since last year? PosiBves   2H 2011 NegaBves   ~90,000 1H 2012 ~19,000 Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  12. 12. Where are people talking about the Economy? Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  13. 13. Unemployment searches have shown an uptick recently   #13  (Actual  Unemployment  Rank)   #9   #1   #32   #27   #5   #22   #14   #19   #41   Source:  Google  Insights  for  Search,  Wolfram  Alpha  
  14. 14. Dessert recipe searches Peak during Christmas, increasing since 2009 Source:  Google  Insights  for  Search  
  15. 15. Dessert recipes on Pinterest Source:  Pinterest,  “Dessert  Recipes”  
  16. 16. Desert Recipe conversations peak around Christmas, most are positive Number of Conversations By Month Positive/Negative Sentiment 5000   600   Nega8ve   4500   Count   500   4000   Posi8ve   Count   3500   400   3000   2500   300   Christmas  Peak   2000   200   1500   1000   100   500   0   0   Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  17. 17. Strong positive emotions, likes expressed for dessert recipes Likes vs. Dislikes Positive vs. Negative Emotions Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  18. 18. What are people saying online about “dessert recipes?” Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  19. 19. Is there any overlap between dessert and cookies on Twitter? 103/day 72/day Source:  Twi1erVenn  
  20. 20. Snacking conversations Majority female, brands not mentioned Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  21. 21. “Need” is the top snacking behavior Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  22. 22. Little overlap on Twitter between “cookies,” “snacks,” and “snacking” Source:  Twi1erVenn  
  23. 23. “Snacks” ≠”Cookies” ≠brand mentions Source:  Social  Men8on  
  24. 24. Hot Peppers
  25. 25. Hot Peppers Summer Conversation Spikes, 3:1 Positive Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  26. 26. Hot Peppers Strong and Delicious Hot  Peppers   Likes  vs  Dislikes   burn up stomach bug discomfort cause extreme irritation warmth look spicy delicious kick fresh -80 -60 -40 -20 0 20 40 60 80 100 Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  27. 27. Hot Peppers Strong Positive Emotions Hot Peppers Positive vs. Negative Emotions not like hate not good no fan not want favorite great good like love -­‐200   0   200   400   600   800   1000   1200   Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  28. 28. Hot Peppers North America, Summer Months Dominate Search Source:  Google  Insights  For  Search  
  29. 29. Hot Peppers How Can I Use Them? Source:  Google  Insights  For  Search  
  30. 30. IN THE END… Interpretation and Judgment
  31. 31. Thank  you!   Frank  Co8gnola   @fco24   www.frankco8gnola.com  

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