Maritz partnered with evolve24 to conduct a first-of-its-kind social intelligence study of the U.S. loyalty landscape, providing intriguing and revealing loyalty insights from the world's largest focus group -- the American consumer. The study analyzes consumer conversations across the digital social grid (Facebook, Twitter, blogs, forums, social news outlets) to find out what really drives brand loyalty.

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2014 LOYALTY SOCIAL SURVEY

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4. Without doubt:
Social Media is the largest
source of consumer insight.
Ever!
So we asked:
How can we use social to
feed insights into loyalty
strategy ?....Then, we did
Yet, only 17% of companies
are really strategic about its
usage
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5. The world’s largest focus group….
PLUS 152 Million Blogs & 5+ Million Forums
70 Million
Active Users
240 Million+
Total Users
500 Million
Tweets daily
241Million
Active Users
1 Billion
Users Monthly
1.2 Billion
Active Users
400 Million
Active Users
1 Billion
Users Monthly
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6. Social Intelligence
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The mining of conversations in the
social grid to provide insight into
what consumers are saying to each other
and the level of emotion and sentiment
associated with those interactions.

7. Decline in Trust
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Globally, trust in business to do
what is right is only at 50%.
Trust in business leaders to tell
the truth is just 18%.
Edelman Trust
Barometer, 2013

8. Social Intelligence vs. Traditional Data
• Behavioral Data:
‒What are customers doing?
• Market Research Data:
‒What are customers intending?
• Social Intelligence Data:
‒What are customers sharing & feeling?
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Structured
Data
Unstructured
Data

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What’s the
volume &
sentiment?
What’s the
emotion?
Who’s
Moving the
message?
How fast
is it moving?
Methodology: PRECISE™ Method

10. 10
Sentiment
Emotion Manage Carefully
High Emotion
Negative Sentiment
Monitor
Low Emotion
Negative Sentiment
Highest Opportunity
High Emotion
Positive Sentiment
Table Stakes
Low Emotion
Positive Sentiment
Health Benefits
How to read the emotion x sentiment scatter plot

11. Two industry verticals analyzed:
Methodology
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DataScope
Consumer Goods: Food Industry Consumer Services: Hospitality Industry
Loyalty conversations about the
companies in the hospitality
industry as well as their key
outlets.
Loyalty conversations about the
top 50 grossing companies in the
CPG industry as well as their key
products.
Timing &
Sample Size
Data
Sources
More than 65,000 conversations from October 1 to December 31
2013 were analyzed using PRECISE Methodology
Content in this study was aggregated from publically
available Blogs, Forums, Facebook, and Twitter.

12. #1 What do consumers
care about most
when discussing brand loyalty?
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13. All Conversations by Topic/Tone/Emotion
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14. What are the major
CPG topics
related to loyalty
that consumers are
talking about
in social?
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15. What are the major
Hospitality topics
related to loyalty
that consumers are
talking about
in social?
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16. CPG: What is top of mind?
Rank = Emotion + Sentiment + Volume + Velocity + Influence
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CPG Food Rank Order
Topic Rank
Family – Work Balance 1
Television 2
US Politics 3
Religion 4
Healthy Eating 5
Video Games 6
Sports 7
Art & Entertainment 8
Cancer Research 9
Music 10
Meal Plans 11
Specialized Diets 12
Snack Ideas 13
Banned Food Ingredients 14
Health Supplements 15
Spiritual Health 16
Recommended Recipes 17
Social Media 18
CPG Food Rank Order
Topic Rank
Investments 19
Thanksgiving Dinner 20
GMOs and Organic Foods 21
Asian Cuisine 22
Alternative Medicine 23
Pregnancy 24
Health Insurance 25
Gardening 26
Disneyland Christmas 27
Alternative Energy Sources 28
Shopping Prices 29
Baking 30
Halloween Candy 31
Giveaways 32
Desserts 33
GMO Foods 34
Coupons 35

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Hospitality Rank Order
Topic Rank
Vacations 1
Women’s Rights 2
US Politics
Television 4
Politics/Social Issues 5
LGBT Issues 6
Budget Negotiations 7
UK Politics 8
Religion 9
Family Life 10
US Economy 11
Sports 12
Animal Rights 13
Sea Travel 14
Health Insurance Coverage 15
College Sports 16
Federal Reserve & Banking 17
US Government 18
Hospitality Rank Order
Topic Rank
Travel Questions & Discussion 19
Film 20
Music 21
Literature 22
Investments 23
Pets 24
Thanksgiving 25
Nuclear Energy 26
Theatre 27
Video Games 28
Holidays 29
Fine Art 30
Choosing Airlines 31
Food & Beverage 32
Disneyland & Disneyworld 33
Black Friday & Cyber Monday 34
Social Media 35
Hotel Rewards Programs 36
HOSPITALITY: What is top of mind?
Rank = Emotion + Sentiment + Volume + Velocity + Influence

18. So What?
• The breadth of topics corresponding to loyalty references is complex
• Consumers don’t separate brand loyalty from the rest of their lives
• The best loyalty conversations will be holistic
• Human-to-human is the way forward for loyalty dialogues
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H2h
graphic

19. #2 How do consumers feel about
mercenary loyalty
offerings?
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22. Rewards
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Hospitality: Rewards
Conversation Scatter
Coupons & Deals
CPG: Coupons & Deals
Conversation Scatter

23. So What?
• What: Rewards /coupons/deals are definitely part of the equation
‒ But not the biggest denominator. They show on the same spot on the scatter
plot in 2 different unrelated industries.
• So What: They are loyalty table stakes
‒ You have to have them, but they are not the highest factor to influence
behavior.
‒ If this is the only factor on the map that you can influence, then put full force
behind it
‒ If there are others factor on the map you can touch, be cautious not to focus
too much on these lower emotion topics.
‒ Last, but not least, dig deeper on those conversation
‒ some topics within it with higher emotional scores and you need to
understand what those are.
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24. #3 What loyalty elements drive
high emotion &
sentiment?
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25. How do they stack up compared to the rest?
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26. CPG: Which one represents the biggest opportunity?
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Convenience & Efficiency
Pop Culture
Healthy Living
Beliefs & Traditions
Coupons & Deals
1
2
3
4
5
Ranking based on
PRECISE Methodology:

27. How do they stack up compared to the rest?
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28. Hospitality: Which one represents the biggest opportunity?
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Beliefs &
Traditions
Entertainment
& Attractions
Rewards
1
2
3
Ranking based on
PRECISE Methodology:

29. So What?
• What: In both industries there are many factors that register as high
emotion/positive sentiment
‒ They are the ones that offer the biggest opportunities to make an emotional
connection with consumers and influence behavior.
‒ Tradition, for example, is one those and it is one that shows on both of these
industries in about the same spot on the scatter plot.
• So what: Identify those areas you can influence
‒ You can't win in all of them so pick the ones you can be best at,
‒ Then dig deeper, learn more from what consumers are saying
‒ Invest in incorporating those areas into your loyalty strategy.
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30. #4 How are key
loyalty conversations
connected?
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31. Consumer Products Hospitality
How are key conversations connected?
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Convenience
& Efficiency
Healthy
Living
Pop
Culture
Beliefs &
Traditions
Coupons
& Deals
Rewards
Entertainment
& Attractions
Beliefs &
Traditions

32. So What?
• What: When looking at those high emotion / positive sentiment topics, keep
in mind that while some of them are mutually exclusive within the loyalty
conversation others are highly connected.
‒ In hospitality there is high degree of overlap between rewards and tradition
‒ Can be interpreted as travelers use their reward points for holidays
vacations.
• So What: Connections among some of these topics can be "interpreted" in
some ways
‒ No need to "interpret," you can "dig deeper" into the conversation and find
out what topics intersect to understand how to leverage those factors
together for maximum results in targeting your audience.
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33. #5 Where are the social loyalty
conversations
taking place?
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34. Hospitality
Consumer Products
Where is the social conversation taking place?
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Average Emotion

35. CPG: Where is the social
conversation taking place?
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Hospitality: Where is the social
conversation taking place?

37. So What?
• What: The level of emotion for the different topics in the loyalty landscape
is consistent across channels with the exception of Twitter
‒ Twitter skews highly neutral. Blogs and Forums exhibit the highest
volume of conversations accounting for over 85% of the volume in
hospitality and over 65% in CPG.
• So What: These channels are powerful, don't ignore them.
‒ Perception is reality on today's social enable world and what happens in
these channels is impacting how consumers think about your brand.
‒ Gather intel from these channels and proactively look for opportunities to
influence the conversation.
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38. #6 How well are leading brands
aligning to what
consumers care about?
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39. Hospitality: Brand Heat Map
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Average Opinion

40. So What?
• What: Some brands are better aligned to what matters most to customers
‒ In the hospitality space United stands out in a negative way in Tradition
because of customer services issues at the holiday period
‒ While all airlines have cancellations, United handled them poorly during this
time and generated a lot of high emotion / negative
• So What: Keep your finger on the pulse, measuring your positioning on a regular
basis.
‒ Consumer perception is dynamic and you need to understand what drives
the shifts in it.
‒ While what matters to consumers may not change every month, the actions
you take (or don't take) affect how consumers feel about your brand or
program.
‒ You need to continuously measure the effectiveness of your programs in
touching what matters most to your customers and dig deep to understand
what is working and what is not.
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1. “Snapshot in Time” Principle
• Keep refreshing!
2. Focus on the Positives
• High sentiment/emotion/volume
3. Make SI Part of Your Consumer Insight Strategy
• Your organic data set to use with your structured data
Social Intelligence: Best Practice Tips

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