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expect great answers Chocolate Covered Conversations Social Media Research Made Actionable Sourabh Sharma Social Media Research Expert @sssourabh @skimgroup
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MRA Webinar on Social Media Research: Chocolate Covered Conversations

Nov 02, 2014

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Our social media research expert Sourabh Sharma was invited to give a webinar by the Marketing Research Association (MRA) on how to make social media research actionable
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Page 1: MRA Webinar on Social Media Research: Chocolate Covered Conversations

expect great answers

Chocolate Covered ConversationsSocial Media Research Made Actionable

Sourabh SharmaSocial Media Research Expert @sssourabh @skimgroup

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Blog• sssourabh.com• Facebook Page

Professional• LinkedIn• Carbonmade Portfolio

Social• Facebook• Twitter• Google+• Lookbook

Photo• Tumblr• Flickr• Instagr.am• Pinterest• Gentlemint• Dudepins

Ideas• Formspring• Stumbleupon

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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

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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.

4

Page 5: MRA Webinar on Social Media Research: Chocolate Covered Conversations

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?

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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”

Page 11: MRA Webinar on Social Media Research: Chocolate Covered Conversations

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.

11

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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

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Social Media Research Methodology

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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

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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

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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

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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

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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?

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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

Twitter

Forums

Traditio

nal N

ews

Other S

ocial

Netw

ork

Tumblr

Reddit

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

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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.

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Her-shey's

Snickers

Incr

easi

ng P

assi

on

Increasing Positivity of Sentiment

53

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

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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