How to gain customer insight in social media? Joonas ROKKA November 28, 2012 email@example.com @jccnas
How to gain customer insight in SM? Nestle’s “Digital AcceleraDon Team” monitoring customer dialogue online
Listening customers in social media Is important because: – People spend a lot of Dme in social media, discussing their daily lives, interests and opinions Facebook is the biggest Dme-‐suck in the internet (17%), YouTube (10%) – 78% of consumers trust Word-‐of-‐Mouth in social media Only 14% trust ads – 34% of blog arDcles talk about products and brands That is more than 70 million blogs (ComScore, 2009, Jupiter Research, 2009, Fortune 2010, McKinsey 2012)
Need for a systema:c approach Many companies are extremely confused by the amount of informaDon in social media – They are unable to make use of it – They do not know how, what and where customers talk about their brands and products In other words, they risk being not customer centric!
Netnographic approach Netnography is a research process where social media is studied by analyzing member discussions, acDviDes, and ulDmately culture, via acDve parDcipaDon and observaDon It requires constant aaenDon and training It can be applied to study diﬀerent social media: – Facebook – Twiaer – Pinterest – Forums – Blogs etc. See: Robert Kozinets (2010) Netnography
Beneﬁts of Netnography Window into consumers’ everyday life and naturally occurring reality Faster, simple and less expensive than many other methods Up-‐to-‐minute informaDon You can study your customers on your sofa Basically everyone can use it! A managerial tool for studying – Customer values, aetudes, tastes, preferences, segments – Brand percepDons, meanings, aaributes
Case: Valio How netnographic insights were used in pracDce for creaDng a new product?
Insights from discussion forums #1 Forum dedicated to gym, training and bodybuilding… Surprising insight: Gym-‐goers are heavy users of Valio’s compeDng product -‐> Ehrmann quark! Important source for protein, yet product not opDmal for eaDng directly…
Netnographic insights turned into success Valio had never thought that quarks are highly valued among gym-‐goers – Important source for protein – Yet taste was poor – product was designed for cooking New products series exceed all expectaDons – One of the most successful product launches ever CollaboraDon with the community is ongoing