Discover how we leverage the power of the CROWD to know more about customers. Gnoto's system understands images and videos they post on social networks

1. Crowdmobile
Visual Listening
September 2015
www.gnoto.com
gnoto.com
February 2016

2. Summary
1. Problem
2. Solution and Outcomes for Consumer Products/Services Co’s
3. Use Cases and Outcomes

3. problem
3+ billion photos and
videos
posted per day
Social media and
audience insight
tools were built for a
text world
Marketers and
consumer
researchers are
flying blind in a new
era of visual
communication

4. solution – visual content insights
Gnoto’s system, using a combination of artificial
intelligence and crowdsourcing, mines the photos a
brand’s followers post on social media (Instagram,
Twitter, etc) to uncover key insights that are hidden in
visual content.

5. Demographic
s-female
-age 25-30
Interests
-running
-healthy living
Lifestyle
-active
-mother
-female
-age 1-5
-family
Persona
-adventurous
mom
-outdoors
use case – marketing optimization
Use case – Uncover key
behavioristic and psychographic
data of your customers without
expensive focus groups. Also see
how your product is used “in the
wild” from social media photos.
Outcome – On-going and
immediate customer insights at
a price point that is more cost-
effective than a focus group or
consultant-led market research
projects.

6. Use case - Track the
appearance of an
activity or product
over time for a user
group (eg young men)
Frisbee Ping pong Bean bag toss
Outcome – identify emerging
trends or track the impact of
a marketing campaign
use case – marketing optimization and innovation
research (ex what activities are emerging w/ target consumers?)

7. Near-term, major changes in buying habits are reflected in the visual content above
Use case – Track life
changes of followers and
their impact on consumer
buying habits
Outcome – Identify direct digital marketing
opportunities (chicken sandwiches for new
dads) or see how a life change impacts specific
product/service usage
use case – revenue generation via targeted offers

8. Indoor, Bar, Work, Men
Outdoor, Bar, Friends,
Girls
Indoor, Bar, Couple
Use case – Track consumer
consumption habits,
including data on
associated activities, where
product/service is used,
and with whom
Outcome – more targeted
marketing content, early
indications of emerging
product/consumer trends
Outdoor, Bar, Friends,
Girls
use case – innovation/consumer research (example is for coffee but
could also be done for other food consumption)

9. 1. Source follower images via Instagram API
2. Profile more than 60,000 images across 10 categories
3. Deliver scalable insights on scene, theme, influencers, etc
Gnoto Solution
Who are their Instagram followers? What content should
Lavazza share with their followers?
Lavazza Problem
Armed with this information, marketers have actionable
behavioristic and psychographic data to:
1. Build accurate buyer personas
2. Develop the right content
3. Track campaign ROI impacts
Outcome
Scene
Cooking
Holidays
Fashion
Other
Sports
Home
Nature
Workplace
Other
Street
Image Theme
case study – Lavazza Coffee

10. brand receives data that’s hidden in visual content

11. solution – visual content insights
Gnoto’s software is used to address simple but hard
questions like:
1. What digital content should we create to get the
best social media engagement?
2. What activities and interests are becoming popular
amongst different types of consumers?
3. How does a specific marketing campaign impact the
content of photos/videos that followers are posting?

12. why does this solution matter?
Credit: Altimeter Group,
2016
Gnoto’s solution
delivers quantifiable
value to each of the
key business areas
highlighted in the
boxes to the right

13. 4 use cases and 10 problems solved
Use Cases Problem
Brand Health 1. Tracking brand mentions or products that appear in photos is difficult when there is no hashtag
Marketing Optimization 1. Conducting consumer research on activities, interests, values is manual and time-consuming
2. Measuring brand lift after a campaign is a manual art and not science with visual content
3. Identifying brand/product affinities is a manual process and only selectively done
4. Identifying emerging consumer micro-segments often happens too late
5. Identifying/measuring the impact of influencers & brand ambassadors is a manual process
6. Measuring the content, by theme, your audience is natively posting is expensive/manual
Revenue Generation 1. Identifying desire/aspiration/intent in consumers from the visual content they post is nearly
impossible today. Brands miss key revenue opportunities.
2. Brands miss opportunities associated with key ”life stage” moments that appear in visual
content and can lead to new brand affiliations
Innovation 1. Obtaining “in the wild” product/new feature feedback from consumers is expensive and manual

14. outcomes
Brand – Get the whole picture on brand health (not just
hashtags) and respond early to potential negative situations
Marketing – Lower consumer research expenses while increasing
speed, automation and consistency by which key data is sourced on
consumer trends, brand affinities, brand ambassadors, and more
Revenue – Identify and act on revenue opportunities that are
normally lost and buried in visual content
Innovation – Lower costs to obtain customer feedback while
capturing a world of innovative ideas directly from users