Social Media as aData Point in 360 Planning& MeasurementMay 25th, 2010First Presented at The ARFs 360Measurement Workshop in Chicago
Quick OverviewCase studies will illustrate the following: How social media, when quantified in aggregate at a more granular, issue-based level, can provide the foundation for brand decision makers to obtain unique, directional insights on entire product categories in a story-telling fashion. Design effective communication strategies based on issue or passion-based insights. Monitor entire product categories • Stay ahead of ever- evolving consumer attitudes and behaviors • Measure pre- and post-changes in social media “thought- leadership” on issues that drive the category (a new 360 data point)
Listening Analytics Methodology Using advanced technologies like NLP (Natural Language Processing) and machine learning, GeeYees proprietary solution is able to quantify social media content through generating tag data (similar to that of "coding" techniques) on three dimensions at the sentence level: subject, topic, and sentiment (along with other inherent attributes of social media content such as URL, author information, post time, etc.). When people communicate in social media, particularly in forums, blogs, and social utility sites, they mention multiple subjects and issues and often do not explicitly refer to the subject or product feature/issue. For example: • Implicit Subject. “This phone has a great battery life.” The subject is not explicitly mentioned but our solution will pick it up nevertheless. • Implicit Product Feature/Issue. “This camera is too large.” Here the feature “Size” is not mentioned but our solution will detect it as such. • Context-dependent. “This battery life is ‘long’” is a positive sentiment whereas “This movie line is ‘long’” is a negative sentiment.
Leading Smart PhonesCase StudyApple iPhone vs RIM Blackberry Storm vs Palm Pre vs Google HTC G1
Smart Phone Case Study Background Analysis done by a marketing research firm • At time of study, neither of these companies were clients of the firm Social Media Study Time Frame: 1/2/08 – 8/22/09 8,106 Sites Discovered 309,854 Opinions on the Subjects and Issues
Visualizing Product Positioning & Emerging Trends Consumers associate Palm Pre with Multimedia, iPhone with Applications, Blackberry Storm with Display Screen, and Web Browsing with G1.
Quantifying Sentiment at Issue-based Level Although Apple has a strong lead in volume for Applications buzz, Google’s HTC G1 outperforms on ratio of Positive/Neutral to Negative comments. Palm Pre has its highest positive/neutrals in the Web Browsing category, and highest negatives in Display Screen.% Positive / Neutral% Negative
Pharma Case Study Background• Analysis done by a management consulting firm Directional insight led to customer recommendation for product development• Social Media Study Time Frame: 11/3/05 – 5/27/08• 514 Sites Discovered• 123,624 Opinions on the Subjects & Issues
Visualizing the Side Effect RelationshipsHelps Direct Marketing Communications Negative opinions under issues “discovered” reveal that users are unhappy with the way certain drugs have to be administered.
Tropicana Case StudyCo-Presented With a Marketing Research Firm atMRA’s First Outlook in San Diego, November 2009
Background During a period roughly from early January to late February of 2009, Tropicana Orange Juice’s long- standing package was replaced with a new design supported by a large media campaign. By March 2009, public outcry and negative publicity about the new package focused on the reintroduction of the traditional packaging. The switch back occurred so quickly that much of the supporting advertising for the new packaging was still in rotation after the new packaging itself was being taken off the shelves.
Before the Redesign, Passions “Discovered” onTropicana are Generally Positive and Focused on Ingredients and Price
While New Package is in Stores, Comments Shift More Negative And Focus On Confusion In-Store and Packaging Issues
After Relaunch Of Old Packaging, the Tone of Comments Becomes More Balanced, but the Focus Continues on Package-Related Comments
Finding Out from Voice of Customer “Why” & “How It’s Said”
Additional Takeaways Social Media is one data point amongst others for optimal brand decision making. Remember, social media is directional and traditional marketing research is representative. Relevant social media data is essential (i.e. don’t want edible fruits showing up in the Apple & Blackberry smart phone measurement). Social media provides 360 measurement opportunities for brand engagement “opt-ins” (as well for pre- and post-changes in “thought leadership”) on issues that resonate with consumers and drive the category.