Big data is the buzzword of the last few years, and the amount of available data is expected to grow exponentially in the next few years. What is big data? There are many types of data: sensors data, internet of things data, activity data, photos/pictures and conversation data. With social media listening, we are analysing the huge amount of conversation data. People are more and more expressive online, on social media. On Facebook: 41 000 posts every second. 1.8 million likes.Twitter: 278 000 tweets347 new blog posts3600 photos every second on Instagram We can learn from what they love, what they hate, what they need, their behavior, even how they feel... In this presentation, we show you the methodology to clear up the noise and find the relevant data to answer your questions. We also show you the results and the type of actionable insights you can find with a few case studies we have conducted recently, about telecommunication brands in Singapore, banks in Singapore, infant formula brands in Indonesia, Malaysia and Singapore, and the SEA Games in Singapore.

1. What is social media listening and
how to get actionable insights
about your customers?
Launch Event Presentation, 25 June 2015

2. AGENDASOCIAL MEDIA INSIGHTS
Tesla Insights June 2015
1. What is big data and social media listening?
2. Opportunities and challenges
3. Examples of insights from our case studies
4. Why to listen?
5. How to listen and clear up the noise?

3. Tesla Insights May 2015

4. Tesla Insights May 2015

5. WHICH DATA?
Tesla Insights 25 June 2015
Activity data Conversation data Photo & video image
data
Sensor data The Internet of Things
data

6. WITH SOCIAL MEDIA LISTENING, WE ANALYSE…
Tesla Insights 25 June 2015
Activity data Conversation data Photo & video image
data
Sensor data The Internet of Things
data

8. ONE OF THE OLDEST TECHNIQUES OF MARKET RESEARCH
Tesla Insights 25 June 2015
One of the oldest techniques of market research is the observation in-context.
Observation without moderating the conversation is how you get the most
accurate results, but it is time consuming. It needs patience and time to observe
and get the insights needed.

9. ONE OF THE OLDEST TECHNIQUES OF MARKET RESEARCH
Tesla Insights 25 June 2015
> 5 hours are spent on the internet every day in
Malaysia, Indonesia, Thailand, Vietnam and the
Philippines.
But today, the place where they spend most of their time and research for their next
purchase is not their kitchen or the supermarket…

10. ONLINE CONVERSATIONS CHARACTERISTICS
Tesla Insights 25 June 2015
SPEED ACCURACYHONESTY

11. Tesla Insights 25 June 2015
THE CHALLENGE = CLEAR UP THE NOISE

12. HOW TO CLEAR UP THE NOISE?
Tesla Insights 25 June 2015
Identify the reasons to switch to another brand
Identify the influencers which are impacting your reputation the most
Identify the most critical topics of conversation about your brand
Identify the most important channels to leverage for your brand
Identify the main concerns of the customers in your industry
Identify crisis before they spread
Evaluate the buzz generated by your latest campaign / sponsorship
….
The real question is : what insights are you looking for?

13. IDENTIFY THE REASONS TO SWITCH TO ANOTHER BRAND
Tesla Insights 25 June 2015
We have listened to the conversations about
the main banks in Singapore for 3 days in April.
 OCBC got 52% of the total amount of
negative mentions about banks.
 Result of a confusion about the new
conditions of their account 360,
announced 1st of April.
 OCBC could have created content to
reassure its customers.

14. IDENTIFY INFLUENCERS WHO CAN IMPACT YOUR
REPUTATION
Tesla Insights 25 June 2015
 We noticed that some influencers have created content analyzing the
new conditions of the 360 account…
 OCBC could have made it more visible to their confused consumers.

15. IDENTIFY THE MOST CRITICAL TOPICS OF CONVERSATION
Tesla Insights 25 June 2015
We have listened to the conversations about the main infant formula brands in
Singapore, Malaysia and Indonesia for 2 months.
Infant formula brands conversations in Malaysia
• Most of the mentions of the brands are neutral.
• We can notice an increase of negative mentions around the 1st of April, because
of a sponsored Facebook post from Dumex Dugro highlighting their product.
• Taxes increase was implemented in the country on 1st of April, so it was a bad
timing to post about the product without discounts or freebies.

16. IDENTIFY THE MOST IMPORTANT CHANNELS TO LEVERAGE
Tesla Insights 25 June 2015
Most influential conversation about
the brand SGM in Indonesia
Conversations about infant
formula brands in Singapore
• When talking about infant formula, the favourite channel in Indonesia is Twitter
(Jakarta is actually the Tweets capital of the world), while in Singapore Facebook is
the favourite platform.
• We notice that in both countries, the old good forums are still used a lot.

17. IDENTIFY THE CONCERNS OF CUSTOMERS IN YOUR INDUSTRY
Tesla Insights 25 June 2015
• Mothers are bullied for
switching from breast
feeding to formula. They
feel guilty about it.
• Mothers are looking f for
nutritional advice for their
kids.
•Other concerns: product
display, mispricing
problems from the
distributors.
• Price increase is a
dominant topic, with people
asking for giveaways,
freebies (measurement
scoop, for example) and
discounts. Moms are very
price sensitive and are
comparing the extra they
can get with another brand.
• Other concerns are the
unavailability of stocks
and the suitability of the
formula for the baby.
We have listened to the conversations about the infant formula in Singapore, Malaysia
and Indonesia for 2 months.

18. IDENTIFY CRISIS BEFORE THEY SPREAD
Tesla Insights 25 June 2015
Negative mentions in March about
telecommunication brands
We have listened to the
conversations about
telecommunication brands in
Singapore in March.
• After the influential blogger
Xiaxue published the brief of
the agency Gushcloud
asking bloggers to complain
about competitors of Singtel
online, the information has
been tweeted by her
followers and the news was
shared by the media.
• 4000 mentions referred to
the Gushcloud smear
campaign.

19. Tesla Insights 25 June 2015
We have listened to the conversations about the SEA Games and mentioning one of the
main sponsors from the 1st of May to 20 of June.
OCBC Aquatic Center
OCBC Square
OCBC Arena
EVALUATE THE BUZZ GENERATED BY YOUR LATEST CAMPAIGN
OR SPONSORSHIP

20. WHY TO LISTEN TO YOUR CUSTOMERS ONLINE ?
Tesla Insights 25 June 2015 “The Conversation Consumer” survey from IBM, 2015

21. WHY TO LISTEN TO YOUR CUSTOMERS ONLINE ?
IDENTIFY
AND FILL
NEEDS GAPS
CREATE
IMPACTFUL
CONTENT/
CAMPAIGNS
LEVERAGE
THE RIGHT
CHANNELS &
INFLUENCERS
IDENTIFY
CRISIS BEFORE
IT SPREADS
UNDERSTAND YOUR CUSTOMER BETTER

22. LISTEN ADDS VALUE EVERYWHERE
Tesla Insights 25 June 2015

23. America’s favorite salad
dressing brand was looking
for merchandising
opportunities around the
Super Bowl.
They wanted to get a better
understanding of how people
use their product, and if
there was any way to
capitalize during a big
sporting event like the Super
Bowl.

24. Using social media listening,
they found that several
customers were mixing their
product with hot sauce,
making a new concoction that
100% of commenters reacted
positively towards.
The brand decided to create
an in-store campaign that
paired their product with a
high affinity hot sauce for four
weeks around the Super
Bowl.
In the four week period that
the display was in-stores, the
brand sold a million dollars of
additional product.

25. The pairing and customer response was so positive
that the brand eventually launched a “spicy” version of
their dressing. The company also increased revenue
by $1,000,000 in 8 weeks

26. HOW TO LISTEN?
Tesla Insights 25 June 2015
HOLISTIC
APROACH
IN-DEPTH
LISTENING
SHAPE QUESTIONS TO CLEAR UP THE NOISE
BUT NOT TOO SPECIFIC TO DISCOVER THE UNKNOWN

27. DATA COLLECTION

28. HOW TO LISTEN?
Tesla Insights 25 June 2015
Identify the reasons
to switch to another brand
Evaluate the impact of
your latest campaign
VS
What to listen?
Mentions of your brand and the
competitors by customers
Where to listen?
Facebook, Twitter, forums
What is the noise?
News, media
Retweets
Bots
Marketing or sales messages
What to listen?
Mentions of your campaign by
customers and media
Where to listen?
Everywhere
What is the noise?
Bots

29. ANALYSIS & INTERPRETATION

30. PART OF OUR SOCIAL MEDIA STRATEGY
Listen Create Amplify

31. REFERENCES
Tesla Insights 25 June 2015

32. Thank you !
Let your customers decide your next move.
Go where they express emotions.
Let us help you refine the raw data into gold insights.
About Tesla Insights
We are offering actionable social media insights to help you connect with your customers main concerns, passions
and aspirations, in Asian markets.
Please do get in touch for more custom social media insights for your own needs:
www.teslainsights.com
insights@agencetesla.com