Jason Falls Y'all Connect August 11, 2017 Birmingham, Alabama For more: http://yallconnect.com/videos/jason-falls-hacking-the-conversation-discover-insights-through-social-data-and-grow-your-business/ Most marketing campaigns are developed around guesswork. The brand or agency in question makes broad assumptions about audiences and their behaviors because qualitative market research is often cost prohibitive. But thanks to social technologies, every marketer now has access to cost-effective consumer research – that of online conversations – that can uncover the important insights that drive your customers to engage and even purchase. In this exploration of social listening and monitoring techniques, Jason Falls will explain the difference in monitoring versus listening, show examples of insights gained by analyzing online conversations and illustrate how you, too, can take the guesswork out of digital and even broad scale marketing campaigns.

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Hacking the
Conversation
JASON FALLS
Y’ALL CONNECT
AUGUST 11, 2017

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assume

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conversations

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monitoring vs. listening

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TRADITIONAL
• Structured
• Directed Feedback
• Subject Bias
• Time Consuming
• Costly
• Unstructured
• Unsolicited Feedback
• Without bias
• Real- to Near-Real-Time
• Cost efficient

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Product Experience Messaging
research is used for …

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Product
research is used for …

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Nursing Homes:
Negative Quality of Care Expounded

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Cheesecake Factory

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Cheesecake Factory

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research is used for …
Experience

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18%
62%
19%
1%
Quality of Care News Reaction Facilities Career/Job
Quality of Care conversations driven
exclusively by four (4) individuals
ranting about abuse by staff
members, insinuating, criminal
investigations and amplifying
negative news articles
key insight

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Assisted Living Facilities:
Negative Family Experience Expounded

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research is used for …
Messaging

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Market 2 Week Average Bad Grandpa Sex Tape
NY/LA 32.0% 19.0 37.7
Deep South 7.6 11.9 10.0
AA Markets 9.1 12.4 9.5
Hispanic Markets 7.1 9.0 9.9

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let’s do this now …

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categorize by product

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categorize by use case

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cross reference key topics

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code specific issues
Durability
Breakdown

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toolbox

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your road map

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keep assuming

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@ J a s o n F a l l sJ A S O N F A L L S . C O M j a s o n @ j a s o n f a l l s . c o m
www.conversationresearchinstitute.com
consumer insights to drive business decisions
jason falls