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Visual Listening and Trendspotting
This document discusses how visual listening can provide better context and insights than text-based listening alone. It provides examples of how analyzing images for colors, objects, logos and gender can augment what is learned from text. Recent viral posts on Facebook and Instagram are used as examples where visual listening picked up on trends in slime, glitter and wall paint before they were widely discussed in text. The document advocates augmenting current text analysis with visual listening tools to gain a more complete understanding of conversations and trends.
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Visual Listening and Trendspotting
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- 3. OCT 20 OCT24 Then the media picked it up but glitter lovers didn’t care. Courtney Luper, a weight loss influencer from LakeWorth with 1.8 Million followers, posted the same collage on Facebook. NadineWade, a San Bernadino mother with 2.4K followers, posted a collage on Facebook. OCT 23
- 4. And by Oct25, Nadine’s photo had gone viral on Facebook Comments Reactions 41.8K 40K Shares 115K
- 5. And so did Courtney’s… Comments Reactions317K 149K Shares 178K
- 6. And it was🔥 on Twitter and Instagram too.
- 7. But Our VerbalListening Data Told A Different Story
- 8. WE WERE LISTENINGTO C O N T E X T
- 9. We Listened LikeThis – Text Analysis
- 10. We Listened LikeThis – Colors in Text
- 11. We Listened LikeThis – Furniture in Text
- 12. But Kept ComingBack To This
- 13. NOW WE’RE LISTENINGTO C O N T E X T
- 14. Now We AugmentThis
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- 16. We Analyze thePopularity of Colors Like This Color Identified in Images
- 17. Instead of This ColorIdentified in Text
- 18. We Get ABetter Read on Gender By Augmenting This Gender Identified in Text On average today information such as gender is known for < 10% of posts
- 19. With This Gender Identifiedin Images On average today information such as gender is known for < 10% of posts
- 20. So Our ContentLooks Like This
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- 22. And These TrendsAre Driving Product Development Too Glue for Slime Millennial Pink Spray Paint GlitterWall Paint
- 23. IT’S NOT JUSTABOUT WHAT YOU’RE LISTENING TO, IT’S ABOUT HOW YOU’RE LISTENING TO IT.
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- 25. LOGOS, COLORS, GENDER,SENTIMENT
- 26. AN EVEN MOREVISUAL TOMORROW
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- 31. WHAT WE’VE LEARNED ANDHOW TO DIY
- 32. HAVE A VISUALCONVERSATION TO LISTEN TO
- 33. HAVE VISUAL CONVERSATION •Find out how visual the conversation you’re listening to is • Start by comparing mention volume by source • If it’s predominantly visual, review and trial some visual listening tools
- 34. FIND THE RIGHT LISTENINGPARTNER
- 35. FIND THE RIGHTLISTENING PARTNER • Where does your data live? • Do they have visual listening capabilities? • If not, are they willing to grow with you? • Ask peers in and outside of your org for recommendations
- 36. BE A PARTOF THE 5 YEAR PLAN
- 37. MAKE YOURSELF APART OF THE 5 YEAR PLAN • ListeningVendor • Brand • Marketing • Sales • Category Management • R&D • Product Support • Quality
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Editor's Notes
- #4 Nadine Wade, a San Bernadino mother with 2.4K followers, posted a collage on Facebook. Courtney Luper, a weight loss influencer from Lake Worth with 1.8 Million followers, posted the same collage on Facebook
- #10 PREVIOUSLY, we were listening to verbal mentions of our brands, categories, competitors and customers as well as niche topics of conversation like when our customers tell us Natural Colored Christmas Trees or Glitter Slime are trending. We would drill into these conversations to understand mention volume, demographics, etc. substrates, surfaces, colors, weather and more.
- #11 We created custom listening “themes to drill into our data by substrate, surface, color, weather and more.
- #12 Furniture
- #13 Photos Photos are shared in over 60% of the conversation about every one of our categories
- #19 We are able to get a better read on gender With visual listening, we Previously we were able to associate 3 times as many mentions with Gender compared to text-only analysis Where previously, we assumed the conversation about IWC was predominantly led by males, the visual data begins to turn the tables
- #20 Using visual queues, we found 3 times as many indicators for Gender Identification in our visual data
- #23 Glitter Glue, Glitter Wall Paint, Millennial Pink
- #26 Colors We can detect over 140 colors within a set of images and report how popular those colors are. We can track the popularity of colors over time to tell you what colors are hot right now in any of the conversations we're listening to. Look for these 4 on-trend finishes at your local hardware in the next year Logos Images with the Rust-Oleum logo pictured in them can now be detected and counted as brand mentions, even if "Rust-Oleum" is not verbally mentioned WHY THIS MATTERS: People are saying less and showing more! With mobile technology giving anyone the power to be a photographer, many of the conversations about our categories are becoming more visual than verbal every year. Now we can know when we show up in a conversation, even if our brand name is not mentioned. Demographics People pictured in images are detected and their gender is identified. Celebrity Mentions are also detected WHY THIS MATTERS: Consumer privacy settings often prevent us from being able to truly understand the who is talking about us and our categories. This new visual listening feature help enhance the accuracy of our demographic reporting and empower us with the intell we need to create Gender smart content Sentiment Happiness and sadness of people in photos as well as emojis in posts WHY THIS MATTERS: Sometimes consumers don't say what's on their mind, they show it. Like this 😍or this 😠. This new feature will help enhance our reporting so we can understand what consumers love, loathe and need.
- #28 Where there’s a surface there’s a Rust-Oleum Metal, Plastic, Wood, Concrete, Grass, Furnishings (Chairs, desks, beds, dressers, tables etc.)... We will be the first of Sprinklr's clientele (they work with all of the biggest and best brands in the World) to know what surfaces are gaining and losing popularity and when. WHY THIS MATTERS: This will help shed light on where coatings can be used and shed light on surfaces we never thought about coating before. I think this could have a lot of implications for a lot of people but in short this will equip us with the intel that we need to continue ensuring that where there's a surface, there's a Rust-Oleum. And making sure that consumers know they can use our products on those surfaces. TIMING: Q2 FY18 We began working with Sprinklr to map out the programming needs for the implementation of this feature in June.
- #29 Using visual queues, we were able to find 3 times as many indicators for Gender Identification in our visual data We want to further augment our data to get a better read on the Demographics– using profile names, bios, and images to enhance known user demographics; on average today information such as gender is known for < 10% of posts.
- #31 Coatings are reactive to the environment so we can listen to common consumer challenges to proactively educate them, identify areas where we can improve instructions to Peeling, leaking, wrinkling, exploding, etc... WHY THIS MATTERS: This will allow us to detect common user errors, challenges, or application issues before they become a problem for us as a company. TIMING: Q3 FY18 We have already begun working with product support and Sprinklr to begin determining the feasibility of issue detection.
- #33 Not everyone has visual data and that’s okay. If you do, analyze your data visually. You’ll never know what you’re missing until you do We started with a trial and immediately knew it was for us
- #34 Not everyone has visual data and that’s okay. If you do, analyze your data visually. You’ll never know what you’re missing until you do We started with a trial and immediately knew visual listening was for us.
- #36 We did research other options and had several convos with other socialmedia.org members about visual listening before we decided on Sprinklr For us it made sense with our data already living in Sprinklr but who knows… This may be something that evolves Sprinklr has been a great partner, open to help build custom solutions for our needs
- #38 I got most of my verbal listening ideas like Substrates, wood species and colors from brand managers talking about their 5 year plan at an annual brand plans meeting. I immediately began verbally listening to these things that they said they wanted to test and design solutions for. I found a ton of insight to share with them and as soon as I did, this opened a line of communication that wasn’t there before. I quickly began earning seats at tables I hadn’t sat at before. Social listening is part of the product development process at Rust-Oleum because I found a place in the plan for it to fit. Then it was just a matter of proving that to your stakeholders. Understand their process, their plan and where your social listening capabilities can help.