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Listening For Insights
                    The Power of Social Media Listening




Frank Cotignola
Twitter: @fco24
What Is Social Media
   Listening?
Using Social Media
 Conversations and
Search to Understand
 Consumer Behavior
What It Isn’t….
Asking
Listen to What
  Consumers Are Saying

Then See Where Your Brand
 Fits Into the Conversation
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
Show Value Through
    Examples

                     8
How we usually look at the economy
  US Unemployment/Gas Prices




 UNEMPLOYMENT	
  




    GAS	
  PRICES	
  




Source:	
  Wolfram	
  Alpha	
  h1p://www.wolframalpha.com/	
  
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	
  
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	
  
Where are people talking about the Economy?




Source:	
  NetBase	
  52	
  Weeks	
  Ending	
  July	
  5,	
  2012	
  
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	
  
Dessert recipe searches
Peak during Christmas, increasing since 2009




Source:	
  Google	
  Insights	
  for	
  Search	
  
Dessert recipes on Pinterest




Source:	
  Pinterest,	
  “Dessert	
  Recipes”	
  
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	
  
Strong positive emotions, likes expressed for dessert
recipes
                  Likes vs. Dislikes                                    Positive vs. Negative Emotions




Source:	
  NetBase	
  52	
  Weeks	
  Ending	
  July	
  5,	
  2012	
  
What are people saying online about “dessert recipes?”




Source:	
  NetBase	
  52	
  Weeks	
  Ending	
  July	
  5,	
  2012	
  
Is there any overlap between dessert and cookies on Twitter?



                                      103/day




                             72/day




Source:	
  Twi1erVenn	
  
Snacking conversations
 Majority female, brands not mentioned




Source:	
  NetBase	
  52	
  Weeks	
  Ending	
  July	
  5,	
  2012	
  
“Need” is the top snacking behavior




Source:	
  NetBase	
  52	
  Weeks	
  Ending	
  July	
  5,	
  2012	
  
Little overlap on Twitter between “cookies,” “snacks,” and
“snacking”




Source:	
  Twi1erVenn	
  
“Snacks” ≠”Cookies” ≠brand mentions




Source:	
  Social	
  Men8on	
  
Hot Peppers
Hot Peppers
         Summer Conversation Spikes, 3:1 Positive




Source:	
  NetBase	
  Insight	
  Composer	
  52	
  W/E	
  6-­‐8-­‐12	
  
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	
  
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	
  
Hot Peppers
North America, Summer Months Dominate Search




Source:	
  Google	
  Insights	
  For	
  Search	
  
Hot Peppers
How Can I Use Them?




Source:	
  Google	
  Insights	
  For	
  Search	
  
IN THE END…



Interpretation and Judgment
Thank	
  you!	
  


Frank	
  Co8gnola	
  
@fco24	
  
www.frankco8gnola.com	
  

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

  • 1. Listening For Insights The Power of Social Media Listening Frank Cotignola Twitter: @fco24
  • 2. What Is Social Media Listening?
  • 3. Using Social Media Conversations and Search to Understand Consumer Behavior
  • 6. Listen to What Consumers Are Saying Then See Where Your Brand Fits Into the Conversation
  • 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. Show Value Through Examples 8
  • 9.
  • 10. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT   GAS  PRICES   Source:  Wolfram  Alpha  h1p://www.wolframalpha.com/  
  • 11. 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  
  • 12. 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  
  • 13. Where are people talking about the Economy? Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 14. 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  
  • 15.
  • 16. Dessert recipe searches Peak during Christmas, increasing since 2009 Source:  Google  Insights  for  Search  
  • 17. Dessert recipes on Pinterest Source:  Pinterest,  “Dessert  Recipes”  
  • 18. 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  
  • 19. Strong positive emotions, likes expressed for dessert recipes Likes vs. Dislikes Positive vs. Negative Emotions Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 20. What are people saying online about “dessert recipes?” Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 21. Is there any overlap between dessert and cookies on Twitter? 103/day 72/day Source:  Twi1erVenn  
  • 22.
  • 23. Snacking conversations Majority female, brands not mentioned Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 24. “Need” is the top snacking behavior Source:  NetBase  52  Weeks  Ending  July  5,  2012  
  • 25. Little overlap on Twitter between “cookies,” “snacks,” and “snacking” Source:  Twi1erVenn  
  • 26. “Snacks” ≠”Cookies” ≠brand mentions Source:  Social  Men8on  
  • 28. Hot Peppers Summer Conversation Spikes, 3:1 Positive Source:  NetBase  Insight  Composer  52  W/E  6-­‐8-­‐12  
  • 29. 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  
  • 30. 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  
  • 31. Hot Peppers North America, Summer Months Dominate Search Source:  Google  Insights  For  Search  
  • 32. Hot Peppers How Can I Use Them? Source:  Google  Insights  For  Search  
  • 34. Thank  you!   Frank  Co8gnola   @fco24   www.frankco8gnola.com