expect great answers Chocolate Covered Conversations Social Media Research Made Actionable Sourabh Sharma Social Media Research Expert @sssourabh @skimgroup
Nov 02, 2014
expect great answers
Chocolate Covered ConversationsSocial Media Research Made Actionable
Sourabh SharmaSocial Media Research Expert @sssourabh @skimgroup
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About SKIM
Cutting-edge research agency since 1979 and committed to providing great answers in marketing
Acknowledged strategic partner in pricing, communications, portfolio management and social media research
Serving clients in consumer goods, including personal care, foods and cosmetics, alongside healthcare, consumer health, telecom and finance
New York | San Francisco | Rotterdam | Geneva | London
90% of people trust online peer recommendations
(delivered by 3 billion search queries)
Only 14% trust advertisements
Wikipedia has over 15 million articles…studies show it’s more accurate than
Encyclopedia Britannica78% of these articles are non-English
Over 30% of the world’s population is under 30. 96% of them are active
on a social network.
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90% of people trust online peer recommendations
(delivered by 3 billion search queries)
Only 14% trust advertisements
Wikipedia has over 15 million articles…studies show it’s more accurate than
Encyclopedia Britannica78% of these articles are non-English
Over 30% of the world’s population is under 30. 96% of them are active
on a social network.The unbiased social media context is a valuable source of information.
It WILL influence brand marketing decisions.
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Why social media research?
Choice modelingEthnographyFocus group
In depth interviewProduct testing
Quantitative surveysQualitative interviews
.
Listen
Social Media Research
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Classic Research
Social MediaMonitoring
Social Media Research
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“Marketers and researchers strive to uncover the most
current and candid thoughts of consumers… social
media makes that possible like never before”
… but with power comes responsibility
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“Brands must respond to undercurrents of discontentment or waning loyalty”
90% of people trust online peer recommendations
(delivered by 3 billion search queries)
Only 14% trust advertisements
Wikipedia has over 15 million articles…studies show it’s more accurate than
Encyclopedia Britannica78% of these articles are non-English
Over 30% of the world’s population is under 30. 96% of them are active
on a social network.
The unbiased social media context is a valuable source of information.
It WILL influence brand marketing decisions.
You MUST capitalize on this.
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Chocolate Covered Conversations
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Objective: Use social media conversations about brands to generate insights
PerceptionsConsumers Triggers Communication Campaigns
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Objective: Use social media conversations about brands to generate insights
Social Media Research Methodology
Publicly available demographic data
IP tracking geographic data
Allusion to demographics in verbatims
“I’m celebrating my 18th birthday in
Times Square!”
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1. Design Study 2. Fieldwork 3. Customized analysis and output
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Receive:• Brands• Categories• Themes• Ideas• Objectives• etc.
1. Design StudySpecification of products /
brands / key words and themes
Listen:• Author• Date• Location• Hashtags• Context• Emotions• Personality• etc.
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sssourabh
misty new york morning and I had to still walk to work. luckily I had my snickers!! #yum #love25 minutes ago
Getting ready for our #socialmedia #webinar!1 hour ago
2. Fieldwork
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2. Fieldwork
• Very Positive • Positive• Neutral • Negative• Very Negative
Sentiment
• Location • Demographics• Psycographics• Usage context• Decision making
Consumer• Words• Emoticons• Associations
Emotions
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Social Media Research
Campaign effectiveness
Competitive comparisons
Netnography and
psychographics
Supplement traditional research
Find product flaws quickly
Innovation and ideation
3. Customized analysis and output
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your chocolate your fans your strategy
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
Social media research goes beyond
monitoring
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug0
10
20
30
40
50
60
70
Snickers Hersheys Butterfinger KitKat Toblerone Twix
Time
KitKat squirrels “Have a break”
commercial
Negativity towards KitKat “chunky”
productAnger over Twix commercial
% o
f Con
vers
atio
ns th
at a
re P
ositi
ve
Hershey’s packaging for
Valentines specialHershey’s
Halloween special edition
Snickers used as “too much sugar” benchmark
Discern your brand’s
competitive environment
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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Is volume (of conversation) an indicator of popularity?
Is monitoring for positive or negative conversations enough?
Who are my key competitors based on social media alone?
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Incr
easi
ng P
assi
on
Increasing Positivity of Sentiment
Sustainbrand equity
Rebrand
Reposition Revitalize
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Snickers
Hershey's
Butterfinger
KitKat
Twix
Toblerone
Incr
easi
ng P
assi
on
Increasing Positivity of SentimentSize of Bubble: Volume of conversationsSentiment: Continuum of negative to positive perceptions/sentimentPassion: Conversations that are extreme
Understand your perceived
competitive positioning
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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Are consumers identifying with my brand’s positioning?
Which competitors are positioned like my brand?
I am positioning my product as ___. Is this how it is perceived?
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CANDYSnickers
KitKatTwix
DAIRY / CANDY
Butterfinger
SNACKToblerone
Hersheys Snickers Kitkat Toblerone Butterfinger Twix0%
20%
40%
60%
80%
100%
Snack
Candy
Dairy
Snickers’ : is it really a snack?
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McDonald's Fruit & Maple Oatmeal: Healthier than an Egg McMuffin?
Examiner.com, Health Section, January 2011
“What is healthier a Snickers bar or a toast with butter like 5 inches? They’re both mostly sugar and fat. Neither is healthy.”
Forum postDecember 2010
Strategy: Satisfying snack
Buzz: A candy, and a benchmark for high sugar
“High fructose corn syr-YUM-p – while I certainly like chocolate, I will always pick sour candy over the Snickers bar.”
BloggerNovember 2010
“I’ve eaten Snickers before track practice!“
Facebook userApril 2011
“Snickers satisfies. Eat one snickers before your big lift.”
Forum commentApril 2011
“Feeling like such a fatty eating a snickers”
Facebook userSeptember 2010
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“The Snickers Halloween commercial is creepy.”
Twitter user November 2010
Brand ManagementMarketing
ManagementListening to Consumers
“I wonder how they cast people to be in a Snickers commercial, do they just drive by the Rescue Mission & pick up some guys?”
Facebook user November 2010
Delve into a consumer’s subconscious for your
perceived online brand identity
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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How can I go deeper than the surface of conversational themes?
There is just so much being said online. How can I get my head around it?
Emotional benefits
Functional benefits
Personality elements
A human characteristic used to describe the
brand.
Dr Jennifer Aaker
The desired efficacy of a product.
The way the brand makes the consumer feel.
Plutchik’s primary emotions
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Conscious and subconscious
consumer perceptions
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Hersheys Snickers Toblerone Twix Kitkat Butterfinger
Taste (Savor)
New
Looks Good (Sight)
Not too sweet
Sound
Price
Feels Good (Sensation)
Different
Scent
Functional benefits
Incr
easi
ng o
rder
of i
mpo
rtanc
e by
buz
z
Increasing Volume of Buzz
Strength
Weakness
Neutral
No mentions
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Hersheys Snickers Toblerone Twix Kitkat Butterfinger
Appreciation
Happiness
Anticipation
Surprise
Reputation
Trust
Energetic
Caring
Pride
Incr
easi
ng o
rder
of i
mpo
rtanc
e by
buz
z
Strength
Weakness
Neutral
No mentions
Emotional benefits
Increasing Volume of Buzz
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Hersheys Snickers Twix KitKat Butterfinger TobleroneFunny
GenerosityKindness
ConscientiousnessIntelligence
HonestyFashionable
CreativityExciting
SexyAgreeablenessDetermination
CourageMysterious
Incr
easi
ng o
rder
of i
mpo
rtanc
e by
buz
z
Personality elements
Strength
Weakness
Neutral
No mentions
Increasing Volume of Buzz
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“That stack of Hershey’s bars is calling my name! Thank you Hershey’s! “
BloggerNovember 2010
“The last time I recall eating a Hershey’s bar, it tasted dreadful.”
Google Buzz userJuly 2011
“I open the wrapper and I’m immediately greeted by a smell of vomit. I take a bit and it TASTES like vomit.”
Noseeker Forum postJune 2011
“Thanks to Hershey’s, I’m feeling better.“
Facebook userDecember 2010
“Just had three mini Hershey’s. Thanks for the motivation!.“
Twitter userDecember 2010
“Hershey’s chocolate is gross. Milk chocolate bars are gritty and taste weird.”
Yelp! ReviewMarch 2011
Appreciation symbolizes gratefulness…
… but lack of humor and poor taste perceptions lower happiness
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“To my secret admirer, if you’d like to give me chocolates, I’d like a box of mini Snickers please. Thank you!“
Facebook user February 2011
“Got mini Snickers bars & there was no information for eyesight issues.”
Facebook user February 2011
“Those mini snickers bars are just not big enough. I’m still hungry!”
Product review comment October 2010
“God bless you for buying Snickers last night. They are really doing the trick.“
Twitter userFebruary 2011
“Snickers… the best decision of my life! I firmly believe this!“
Facebook userMarch 2011
“One day the store was giving out chocolate, and on another they were giving away Twizzlers … because of that the store sold fewer Snickers bars.”
Forum CommentAugust 2011
Trust builds a solid reputation and evokes surprise…
… but low generosity and sizes are not preferred
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Identify your
online consumers
Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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Can I identify anything about shopping behavior?
What is the best social media platform for my marketing team to focus on?
Who is talking about me online?
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Toblerone
Butterfinger
Kitkat
Twix
Snickers
Hershey's
0% 20% 40% 60% 80% 100%
47%
40%
47%
48%
53%
41%
53%
60%
53%
52%
47%
59%
Male Female
Toblerone
Butterfinger
Kitkat
Twix
Snickers
Hershey's
0% 20% 40% 60% 80% 100%
63%
60%
64%
67%
60%
47%
21%
29%
31%
25%
31%
41%
<18 18-34 35-64 >65
Largest proportion of
males
Smallest youth
segment
Largest youth segment
Gender AgeLarge
proportion of females
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Blogs
Faceb
ook
Other
Forums
Traditio
nal N
ews
Other S
ocial
Netw
ork
Tumblr
Other W
ebsit
es
Busine
ss W
ebsit
es
Videos
Youtub
e0%
20%
40%
Hershey's
Snickers
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They talk mostly on blogs
(US)
They talk often on Twitter (Brazil)
They purchase it in grocery or
mass retailers
It is mainly eaten by their men or their
children
They eat it at home on holidays and other occasions
Their children eat it in school
Young and middle aged women talk
about
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Guys between 18 - 35 talk about
Snickers
They talk mostly on Facebook
They purchase it at fast food joints or vending machines
It is for them or their friends
They eat it during work
Social media allows you to develop actionable recommendations
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Competitive Landscape
Perceived Brand Identity
Consumer Persona
Platform Effectiveness
Actionable Recommendations
your chocolate your fans your strategy
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Now what?
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CANDY+
SNACK+
DAIRY
PerceptionsConsumers Triggers Communication Campaigns
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triggers
A sleek, stylish and conscientious chocolate bar,
Hershey’s guarantees your true
appreciation anddrives anticipation, especially around
the holiday seasons.
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triggers
A no frills honest nutty chocolate bar, Snickers’ is known
for generating surprise with new flavors and sizes
that you can trust for a solid taste.
Her-shey's
Snickers
Incr
easi
ng P
assi
on
Increasing Positivity of Sentiment
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SustainRebrand
Reposition RevitalizeIncr
easi
ng P
assi
on
Increasing Positivity of Sentiment
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RevitalizeDevelop indulgent and taste driven messaging, and introduce humor to
evoke happiness. For the long run, develop tasty
seasonal flavors, given success in promotions over holidays.
Reposition (Recommunicate)Utilize promotions or larger portions
for generous associations, in seasonally changing artwork as a new
look. Work on lowering sugar perceptions
through product development or emphasis of other nutrition (e.g. nuts).
development
Conclusions: use social media research
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Marketing and Brand
Management
Brand perception
analysis
Positive Conversations
Positive Perceptions
Alig
n
Leve
rage
Mar
ket
Purchase
Recommend
Identify
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Social media: an honest and ‘real-time’ view of your brand. Use It
Concept generationNetnography Campaign
effectiveness
Stand alone / complementary
study
Ultimately, another way to understand those who matter most: Your Consumers
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Further reading
http://www.skimgroup.com/publication-socialmediaresearch-quirks
twitter.com/skimgroup
facebook.com/skimgroup
linkedin.com/company/skim
youtube.com/skimvideosskimgroup.com
contact us or follow us online!
Sourabh SharmaSocial Media Research [email protected] @sssourabh @skimgroup