The presentation describes Meidata's unique Social Media analysis method "Opensee" and discusses the benefits gained when social media is used in order to understand markets.

1. Social
Meida
Analysis
January 2015

2. Conceptual Categorization and Identification of Consumer Types
Marketing
efficiency
analysis
Identification
of trends
Monitoring
of
competitors 3
4
5
Identification
of
conceptual
audiences
1
In-Depth Analysis of Social Media
Identification
of consumer
motivations 2

3. Everyone is Online
Data obtained from TIM & the rating committee 2011/2012
Teens 65+
Internet use by age
90%
82%
75%
70%
36%
Secular jews
Christians
and Druze
Traditional
and…
Muslims
Orthodox
Jews
Internet use by
sectors
80%of
Israel’s
Population
97% 50%

4. Integration of Quantitative Accuracy with Qualitative Abundance
Statistics & Interpretation of findings
Family
Visits on
Holidays
Family
Vacations
Business
Travel
Academic
Visits
Independent
Travelers
Women
35 - 45
Teens
Men
25 - 50
Women
45 - 65
Adults
Demographic Social Media
Analysis
Conceptual Analysis

5. Understanding WHY and not just WHAT
Identifying motivations & needs
WhatamIlookingfor?
To feel desired
Taking time for
myself
To be a good
mother
To keep moving
forward
To feel
adventurous
To feel young

6. To challenge
myself
To start
something new
To be updated
To free the inner
child
WhatamIlookingfo
To get the value
for my money
Understanding WHY and not just WHAT
Identifying motivations & needs

7. Example:
Ice Cream
Market

8. -
500
1,000
1,500
2,000
2,500
3,000
3,500
0
1000
2000
3000
4000
5000
6000
SalesMillionsofNIS
Monthlynumberofconversations
‫גולשים‬ ‫תוכן‬ ‫ש‬ ‫באלפי‬ ‫הגלידות‬ ‫שוק‬ ‫מכירות‬"‫ח‬User Ice Cream Sales in Millions of NIS
Seasonal Consumption & Seasonal Discourse
Comparison of Online Conversation & Ice Cream
Sales
Correlation:
0.82

9. Conceptual Audience Segmentation
Foodies /
Culinary Fans
Mothers
and their
children
DietTeens & 20+Middle of the race/
Personal Consumption

10. Identification of Target Audiences
7%
9%
35%30%
19%Focus
on older
groups

11.  Age 30-40, men & women
 Everybody likes ice cream
Understanding Motivations
Why people buy? How they chose? When do they use the
product?
Middle of the
race
Nostalgia
Comfort
foodRomance,
Sex
Ultimate
Treat

12. Comparison of Target Audience Online Conversation and Ice Cream Sales
Focus on Target Audiences
-
100
200
300
400
500
600
700
800
100 120 140 160 180 200 220 240 260 280 300
SalesinMillionofNIS
Number of monthly conversations of relevant target audiences
Correlation
0.91
Segmentation
by target
audiences
increases
correlation

13. Representative Quotations
A private moment
“During night time, when
everyone is asleep and all lights
are out, I treat myself by eating a
bowl of ice cream”
Comfort Food
“There is nothing ice cream
cannot fix…and if it can’t, I
probably didn’t have
enough of it”
"Pure Indulgence
“You think I’ll eat organic ice
cream? Do I look like a goat to
you? If I’ll eat it, it’ll have
cream and nuts and cherries
on top”
Middle of the Race

14. Operative Recommendations for Marketing
How Do You Use the Information?
Low
High
Weak
Strong
Connection
to the
Brand
Marketing
Potential
Expanding
variety
Emphasizing
heath values
Emphasizing
creativity values
Opportunity
Not in the
spotlight

15. Example:
The
Pension
Market

16. PR for the Pension Market
Research Focus
<Conversation characteristics
<Audience groups
<Consumer conceptions
<Attitude towards insurance companies
<Competitor’s strategy (products and
marketing)45
47
159
185
‫פנסיה‬
‫הבטחוני‬ ‫המצב‬
‫בנקים‬
‫הגדול‬ ‫האח‬*
Social Media Leading Topics,
2013
Thousands of conversations during 2013
*During broadcast period of the TV show
Big Brother*
Banks
Security
Situation
Pension

17. Conversation volume over social networks,
forums and blogs, over a year
Pension Raises Constant Interest
0
50
100
150
200
250
300
350
400
450
500
Dailynumberof
conversation
An increase in the
conversation
volume, influenced
by rising focus on
the issue in the
news & media

18. Insights based on content analysis: popular conversation topics
Topics Related to Pension
‫נכון‬ ‫פיננסי‬ ‫תכנון‬ ‫תחושת‬ ‫הקניית‬
‫ביטחון‬
‫לילדים‬/‫הרחבת‬
‫המשפחה‬
‫קרנות‬ ‫נפילת‬
‫בבורסה‬ ‫הפנסיה‬
‫פיטורין‬ ‫בין‬ ‫מעבר‬
‫מקומות‬
‫עבודה‬/‫מקום‬
‫חדש‬ ‫עבודה‬
‫פרישה‬
‫לגמלאות‬
‫להורים‬ ‫דאגה‬
‫לגיל‬ ‫בהגעתם‬
‫הפרישה‬
‫לעצמאות‬ ‫מעבר‬ ‫במשק‬ ‫העסקה‬
‫בית‬
‫בעת‬ ‫דאגה‬
‫שהילדים‬
‫מתחתנים‬
‫אחר‬Sense of
security
Correct
financial
planning
Retirement Concerns of
Parents
retiring
Transition to
independenc
e
Concerns
regarding
marriage of kids
OtherHousehold
employment
Getting
fired
Collapsing
pension
funds
Switching
jobs
Nowadays, the public
associates between the
capital market situation
and the personal pension
terms

19. Segmentation of Audiences & Interests
Younger men are slightly more interested in discussing pension
56% of the
conversations are
between men
60% of the conversations
conducted by people ages
9,000
Conversation during
the year
Regarding tax
exemptions
2,000
Conversations
around rights
awarded
when reaching
retirement age

20. Conclusion
So - what do you do with social media analysis?
Planning of
targeted
marketing
activities
Identification
of
“anchor”
audiences
that influence
sales
Precise tool for
predicting
sales
123

21. 2015
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‫סמלילים‬:The Noun Project
‫איורים‬:Tom Haugomat