Jennifer Neeley Lindsay - Can Sentiment equal Success?
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This document discusses how companies can use sentiment analysis of social media to improve products and business outcomes. It provides the example of Kraft Foods, which analyzed sentiment about "sliders" or mini burgers on social media. This identified positive themes like them being shareable at social events and kid-friendly. It also discusses Nielsen research finding that CEOs want to efficiently use "listening programs" to understand customers. The document advocates measuring social media engagement as a key performance indicator and providing helpful, on-topic responses to improve sentiment.
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Jennifer Neeley Lindsay - Can Sentiment equal Success?
- 1. Can Sentiment Equal Success? Presented By Jennifer Lindsay Principal, Jennifer Lindsay Digital @jennifered me@jenniferlindsay.com +1 (415) 633-6131
- 3. “Central Concern” • According to Nielsen, one of the central concerns of CEOs today is using a ‘listening program’ efficiently and effectively. • Case Study: The Power of Listening: How KRAFT Leverages Social Media Insights for New Product Development
- 4. From Worry To Wins Problems Solutions • Often the first time the C-level is seeing actual customer feedback. • Lack of control over what’s said. • Often do not have context. • Reporting tools lack analysis of what sentiment means. • Not tied to a KPI – seen as immeasurable. • Review customer comments over time. • Realize that outreach done correctly often levels conversations. • Look at the actual conversation. • Seek sentiment analysis. • Make effort central to a KPI.
- 6. Results of the Deep Dive When Kraft focused in on conversations specifically around “sliders” or mini burgers, they found some common themes and “Positive Triggers” across audiences to help focus their thinking. • Sharability: Social networking helped highlight the fact that sliders are more likely to be enjoyed at a social function, a happy hour or similar events. • Kids Love ‘Em: Parents of picky eaters found it a fun dinner option. • Multiple Meal Satisfier: Sliders can be consumed as an appetizer, snack or light dinner.
- 8. Case Study KPI: Advocate and influence SMB customers through engagement. • Ambassador: Engaged in discussions in a meaningful, yet relatable manner. • Encouraged a connection – a reciprocal relationship – with customers. • Earned honors, such as “best answer” in heavily trafficked SMB communities on answers sites.
- 10. Advantages • Comprehensive collection of engageable content from customers in communities, social networks, blogs and forums. • Target engagement by community. • Filter data by solution area, sentiment, language, geography and more. • Workflow and engagement management. • Ability to collaborate on engagement as a team. • Tracking engagement activity.
- 11. Challenges • Successful posting rates vary depending on the sites being engaged on. • There can be a delay in seeing your content post to target site. • Bringing in the data you want and exclude the data don’t want, such as spam. • Complicated mix of keywords and phrases required. • Limits on the amount of data you can manage in tools.
- 12. Conflicting Goals? Monitoring • Includes company and competitor Web sites • Focus on brand and customer discussions • Content may not be engageable • Analysis more important than volume • Infrequent refinement of content Engagement • No engagement on company or competitor Web sites • Focus on customer discussions • Content must be engageable • Engageable content volume must increase • Consistent refinement CONFLICT
- 13. Defining Success Acquiring high-quality, engageable content is an art form. We looked to refine for content with the following characteristics: • On topic • Engageable (respond in meaningful way) • Doesn’t include competitive points of view • Outside of company properties • Current content • U.S.-based • English-only
- 14. Types of Engageable Content There are three types of conversations we looked to engage in during the pilots: • General Inquiry: These are questions that are company-specific, and where there are specific Web sites we can send users to for more information or for the answer to their question. • Support Question: While the Ambassador’s goal and expertise is not in product support, they do send customers where they can get support. If it is apparent that a link to a Web site is not going to solve the problem, they escalate the problem to ensure timely resolution. • Response to Comment: The bulk of the Ambassador’s engagement lies in this category. These are generally non-company-specific inquiries that can influence a purchasing decision by assisting a key influencer.
- 15. Questions? Presented By Jennifer Lindsay Principal, Jennifer Lindsay Digital @jennifered me@jenniferlindsay.com +1 (415) 633-6131
Editor's Notes
- There is general concern around sentiment because it’s often the first time C-levels see what actual people are saying about their company or products
- Central to any scalable engagement initiative is a social media listening tool. These tools help understand the context and content of posts that are driving the results. The advantages of using a social media listening tool are:
- Some of the challenges you could encounter by using a social media monitoring tool:
- Listening and monitoring efforts are inherently different than engagement-focused use of social media monitoring tools. When using the same tool to do both, conflict is likely. No matter the goals, expect ongoing refinement and iterations. It’s a normal part of working with a social media monitoring tool.
- Filtering for High-Volume of Engageable Content