Today’s connected consumer is intrinsically engaged with social media, and as marketers and researchers, the decisions we make cannot be focused solely on the product or service we are trying to sell. We are challenged to not only maintain a steady pulse on consumers within this ever-shifting ecosystem, but also to understand the very mechanics of the social dynamic itself, and how these external factors impact the attitudes and drivers shaping brand perception and purchase decisions. In this presentation, Menaka Gopinath, President of Ipsos Social Media Exchange (SMX) in North America, will share some of the key challenges brands face in an increasingly connected world, and a few ways in which we can more effectively explore and understand what’s now at play.

1. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Understanding the
Social Dynamic
+ Its Link to Your Business Decisions
Menaka Gopinath

2. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Fact:
Social media
interac<ons and
reac<ons are now a
cri<cal part of the
marke<ng mix.

3. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
• 81% of the US
popula<on has a social
networking profile as
of 2017.
• The number of
worldwide social media
users is expected to
grow to almost 3 billion
by 2020.
Source: Sta+sta
Today’s Consumer

4. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Today’s ConversaIons
15MM views within a few hours of airing
Source: Vox
#1 trending hashtag within an hour of tweeIng
Source: Tech Crunch

5. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Social Media Influence Runs Deep
0 25 50 75 100
Consumers Seeking
Guidance on Product
Recommenda<ons
From Friends
From Influencers
Amplifying Messages
56%
49%
20%
Source: Twi5er

6. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
CreaIng New Challenges…

7. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
… And OpportuniIes for Brands

8. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
The Importance of Cultural Capital
Source: Cracking Social: Harnessing the Contagious Crea+vity of Influencers, Ipsos Connect
Cultural capital is more
important than ever before.
You need to know what your
audience is thinking about,
before they’ve even
thought it themselves.

9. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Private, online communiIes
can help us mimic the social
dynamic to help us understand
how the broader social
environment might react.
Enter Online CommuniIes

10. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
EXPRESSING DISCUSSING CREATING ADVOCACY
ENTERTAININGCONNECTINGDISCOVERINGSHARING
ASK:
YOU ASK THEM
LISTEN:
THEY TELL YOU
CO-
CREATE:
WORK
TOGETHER
DISCUSS:
TALK TOGETHER
Leveraging the Tenets of Social Media

11. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Daily Life
What I Do
For HolisIc Understanding and
Cultural Relevance
• What’s their daily rou<ne?
• Where do they prefer to shop?
• What do they do for fun or leisure?
• What are their media preferences?
• How do they think about life?
• What do they value?
• What are their intrinsic mo<va<ons?
• What bothers or frustrates them?
MoIvaIons
Who I Want to Be
• What do they strive for?
• What do they want out of life?
• What maZers to them?
EmoIonal
Territories
How I Feel

12. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Crowdsource Concepts
PRODUCT NAMING
Community by its very nature leverages the wisdom of the crowd and allows us to not only co-
create concepts and iden<fy themes, but also vet feedback and discover watch outs before
products or campaigns go to market.
DISCOVER WATCH OUTS CO-CREATE AND VET
Leverage the community to co-
create and vote on user-
generated product names or test
exis+ng brand-generated ideas
Iden+fy points of convergence and
poten+al watch outs such as cultural
insensi+vi+es or improper innuendo
in the naming process

13. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
PACKAGING UPDATE
Community allows for a combina<on of prompted and unprompted conversa<on techniques which
helps yield learning about product updates as well as the potenIal of social media conversaIons
once they launch.
Assess Impact
STEP 2:
UNPROMPTED + PROMPTED DISCUSSIONS
If one member no+ced the change and brought it
up in a social forum, how would the other
members respond to it?
STEP 1:
2-PHASED PRODUCT TRIAL
If no one told them about the change,
would they no+ce it?

14. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Harness Social Influence
EARLY STAGE IDEATION
Community truly comes alive when member-to-member interac<on is rich and plen<ful. Whether in
the form of liking, commen<ng or vo<ng on others’ posts or ideas, peer reviews and social influence
help to generate, build on and corroborate ideas.
I think an ideal product could be a type of puff pastry
type product for the kids and a quiche type of product for
the adults. The quiche puff would come in more adult
flavors like ham & cheese, bacon & cheese, and others... I
think it should be able to be cooked in the microwave
with a sleeve, so it is not mushy or rubbery.”
“I love the idea of a quiche type
of product for the adults. I also
had the sleeve idea to prevent
mushiness. Great thinking!”
“I really like the "adult" version, and think it would be
great for kids as well - perhaps a healthier alterna+ve
than the sugary fruit versions?”

15. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Thank You!
Menaka.Gopinath@Ipsos.com
+1-310-736-3331 | www.Ipsos.com

16. Understanding the Social Dynamic
Menaka Gopinath, Ipsos Social Media Exchange
Opportunities &
Challenges in MR
Q & A
Ray Poynter
The Future Place
Menaka Gopinath
Ipsos SMX
Chair’s
Photo