Spotter Insight Show 2010. Consumer insight and social media.

How to get consumer insight

from social media?Methodology and best practices

Insight Show 2010 – Wednesday, June 30th 2010

Nicolas Saintagne

Brand & Corporate Intelligence Director

T h e p o w e r t o u n d e r s t a n d

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1. From market research to conversation research?

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The Cluetrain Manifesto

Happy birthday to you!

• 10 years for a reference book

- Written in 2000 by 4 American experts in digital

marketing and Internet from Harvard's Berkman

Center for Internet & Society

- …a set of 95 theses for all businesses operating

within the newly-connected marketplace

- The first these:

« Markets are conversations. »

leads us to ask ourselves...

« If markets are conversations, is market

research becoming conversations

research ? »

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• S.O.S. Consumers talk to each others!!!

- The will to create and co-create content and to comment existing contents

These n 6

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

Social media changed everything...

...everybody told you about it!

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- Multiplication of influence and emerging opinions spots!

These n 9

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.



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These n 94

To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down.


- Duplication, propagation and sharing of information at an accelerating pace



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These n 83

We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.


- Consumers feel they are taking the power back from brands



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…but did they really change EVERYTHING?

What few people told you about...

• You and your consumers still live “IRL”. They keep on...

- Drinking and eating (maybe healthier products)

- Reading the news and watching TV (less offline, more online)

- Purchasing your products (maybe more online)

- Having holidays (more often and less longer)

- Using the Internet (far more with new usages appearing every year)

- Sleep (less and less)

- Etc.

They live differently but they still live IRL

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• You and your consumers still live “IRL”. You keep on...

- Having research about them (more and more online)

- Gathering them in focus groups (more and more online)

- Watching them live (more and more online)

- Monitoring and analysing their conversations (more and more I hope)

- Etc.

You do it differently but you still do it



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• You and your consumers still live “IRL”

- Your companies, institutions, agencies keep on needing insights from you,f

researchers, to understand their consumers

- Validate their strategies

- Test their products

- Assess their communication efforts

- Etc.

They ask you to do it differently (faster, cheaper, more targets,

increased ROI) but they still ask you to do it



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In the end, do you have to fear online conversations?

Online conversations are not a threat for marketers: those who can analyse them can get relevant insights on their consumers!

• Get it real, get it right!

- Conversations on the Internet are not an influencer hobby anymore

- More spontaneous, collective and free discourse

- Conversations are plenty, permanent and follow their own course

- A large part of them is about brands and products

A performing monitoring and analysis system can therefore be a

powerful and added value consumer insight tool

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2. How to build your socialmedia consumer insight tool?

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• Don’t worry, it is an easy way. All you have to do is:

1. Knowing your objectives

2. Identifying the right source typology

3. Collecting information ready for analysis

4. Building an operational and consistent reporting system

As for a classical research, methodology and technology have to

comply with your objectives...

But unfortunately, when a monitoring and analysis system is badly

designed, your objectives have to comply with the methodology and

technology you choose

The 4 steps to a successful project

A process very similar to standard research

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• Buzz, e-reputation, influence: so many words, so few meaning

- Lots of new magic words you don’t really understand: let’s go back to basics!

- What I need to know is:

1. How do my customers and prospects talk about my brand and its competitors

online? brand image issues

2. How do my customers and prospects use my products and competition

products? U&A issues

3. Are my customers satisfied with my brand and products? social CRM

issues

4. How can I offer better products and services to my customers strategic

planning and innovation issues

5. Do my customers appreciate my last ad/communication campaign ad

efficiency issues

6. Etc.

Know your objectives

What do I want to know and to which purpose?

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• Who is actually speaking and why should I analyse it?

- When listening to online conversations, you can listen and understand different

stakeholders:

- Your customers and your competitors’ customers

- Your employees and people who could join your company

- Your prospects or the general public talking about your brand and

products

- And also journalists, experts, gurus in specific communities: your digital

opinion leaders

- Etc.

You need to define the voices you are interested in and how to assess

their actual weight: a sampling logic...

Know your objectives

What do I want to know and to which purpose?

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• Do I monitor online media ?

- For a consumer oriented project, journalists’ voice

might not be interesting: in a corporate perspective,

they are

- However, comments made by readers on articles can be

a relevant consumer source

- The collection and filtering methodology has to be

precise: time frame for collection, content relevance, etc.

Identify and score your sources

Defining the best sources to listen to my stakeholder communities

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• Do I monitor blogs?

- Blogs remain appropriate sources especially experts

blogs on products, markets or sectors

- For blogs, a specific work has to be done before

monitoring to define their relevance, their content

quality, their ability to get comments, their number of

followers, their information update frequency

- Here again, comments on initial posts can be monitored



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• Do I monitor forums, bulletin boards and consumer

review platforms?

- Far more than blogs, these are crucial consumer

information sources

- They can gather thousands of messages on specific

products which make them really complex to monitor: as

for comments, strict monitoring rules have to be

defined as far as content quality and relevance are

concerned



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• Do I monitor video platforms?

- The real issue is in fact: can my brand and products get

user generated videos and can videos I post on these

platforms get comments?

- Here the statistics and the content of each video can

be interesting, as well as comments posted (very useful

for ad testing for instance)



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• Do I monitor Facebook and other social networks?

- Social networks are at the heart of Internet

consumption for a lot of users (more used than emails

amongst younger audience for instance)

- In that perspective, monitoring them can be as crucial

as monitoring forums

- For ethical reasons, the monitoring has to be limited to

public discourse and communities: public status

updates, public groups and fan pages, etc.



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• Do I monitor Twitter ?

- The status update platform is interesting for 3 reasons:

1. Analysing the tweets’s content (for instance in

store instant feedback)

2. Identifying relevant information users tweet and

retweet

3. Being alerted on new topics



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• Information is one thing. Data definitely another…

- The use of raw monitoring information is limited as far as marketing outputs

are needed: it’s like trying to get relevant insights out of raw quantitative data

or verbatims

- Between collection and analysis, as for a standard research, a process both

technical and human should allow the researcher to:

1. Validate information relevance

2. Structure it in specific clusters

3. Qualify its global meaning

4. Deepen its meaning with qualitative approach

Collect ready for analysis information

The structuring issue: from information to analytical data

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• Getting rid of the « noise » in conversations to make sure the analysis focuses

on useful content and to understand who is actually speaking about what


Validation of information relevance

To be kept when focusing on

purchase decision process

To be kept when focusing on

purchase decision process as

well as brand/product image

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• A readable structure for accessing, searching and sharing the data with

accurate scenarios for machine clustering assisted by human validation.


Structuring the information according to a monitoring plan

de XXXX

XXX de

XXXX

XXX

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Qualifying general meaning of the information

• Tone and sentiment analysis generated via text mining process + human

control and input to understand language specificities and subtleties


Ironic

Sarcastic

Very sarcastic

Mocking

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Deepen the meaning of information through a qualitative approach

• Same kind of process than in standard qualitative research requiring full involvement

of analyst in the process as well as deep knowledge of project objectives

In that phase, text mining resources are expert analyst tools


Comparison with other product

Emphasis on brand

Interest in product specs

Appreciation of the product whereas criticism on the design

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Building an operational and consistent reporting system

Designing and sharing deliverables

• Building operational deliverables to understand complex information: a new

kind of insights requires an understandable and credible delivery format if you

want end users to accept and use it as they do with standard research

• This means that you will have to share your views with end users in order to:

1. Define the right metrics: visibility, impact, brand image, etc.

2. Define the right format: email alerts, trend dashboards, in depth reports, etc.

3. Define the right timing for delivery

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• A few output examples

Trend of conversation over time

64% (-)

6% (-)

10% (-)

6% (-)

7% (-)

4% (-)

3% (-)

Share of voice(m-1)

BRAND

COMP 1

COMP 2

COMP 3

COMP 4

COMP 5

COMP 6



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0,34

0,48

-0,26

0,33

0,17

0,65

0,57

BRAND

COMP 1

COMP 2

COMP 3

COMP 4

COMP 5

COMP 6


Conversation about products: Sentiment analysis

Le PRODUIT 1 reste en tête desproduits les plus évoqués sur Internetavec dans le registre positif beaucoupde fans qui déclarent leur amour ouleur impatience avant de le retrouver:«verbatims »

En négatif, on revient sur PRODUIT 1comme symbole d’un produit nonéquitable: «verbatims »

Sur les autres PRODUITS, on note lesévocations positives sur le PRODUIT 2:«verbatims »

Enfin sur PRODUIT 3, est abordée lacampagne de publicité « CAMPAGNE1 »: «verbatims »



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Les rapports hiérarchiques sont jugés comme très autoritaires et sans compassion. L’affaire de XXXX participede cette perception:

« Bon à savoir: à XXXX, on est payé - mal - à être l'esclave de ses chefs. » Employé – Post - plumedesanges.over-blog.com – 28/05/09

« Peu importe le fait de ne pas être apprécié, un directeur n'a pas à te parler ainsi, c'est absolument inadmissible, comment tu veux motiver les équipes dans cesconditions la... et même.. est-ce que le directeur qui t'a dit ça s'est mis à ta place et aurait aimé qu'on lui parle ainsi ? » Employé – Commentaire - forum XXXX –08/07/09

« Moi ca fait 8 mois que j'y suis on me crie toujours autant dessus et pas seulement le directeur mais aussi quelques collègues qui je crois ne m'apprécient pas tellementmais je ne suis pas là pour faire copine copine mais pour faire mon boulot mais qu'est-ce que ca fout une mauvaise ambiance! » Employé – Commentaire - forum XXXX– 08/07/09

A contrario, les évocations de rapports francs et amicaux entre employés sont très nombreuses:

«C'est vraiment un bon moment à passer avec les membres de l'équipe de gestion. Des bon délire "» Employé – Commentaire - forum XXXX – 08/07/09

« On rit beaucoup aussi, en se disant que pas marrant tous les jours d'être caissière, certes, mais que parfois, elles doivent bien rigoler quand même. Comme nous chezXXXX, finalement » Employé – Post- paperblog.fr – 29/06/09

Entre employés, on constate l’expression d’un lien qui se crée dans et face à des conditions de travail difficiles. Le paradoxe relationnel direction/collègues s’exprime d’une double manière: avant tout par la « mise à distance » de ceux qui évoluent, choisissent de le faire et adhérent aux valeurs managériales afférentes sur lesquels l’équipier occasionnel ne veut pas se projeter. Dans quelque cas aussi, ce paradoxe découle d’une évolution de carrière d’un collègue qui le fait passer d’un statut « ami » à un statut « ennemi ».


In depth qualitative analysis



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3. As a conclusion

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- …you need to keep track of your customers and be where they are

and talk

- …you can access a fully new information that could be complex or

costly to access with standard MR methodologies

- …you can listen and learn to optimize your marketing decisions with a

special focus on digital activities

An Internet monitoring and analysis consumer insight project can be useful because...

As a conclusion

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- …you control its perimeter: objectives, sources and needs for analytics

- …you go beyond monitoring: don’t simply hear and know, listen and learn

- ...you correctly evaluate the importance of human work required

- …you make it collaborative: by sharing objectives, deliverables issues in

order to trigger interest for this new consumer insight information

- …you have an operational use of data: the most beautiful mapping or the

most powerful automatic reporting tool don’t bring value if they don’t

answer your key questions

An Internet monitoring and analysis consumer insight project is successful when...

As a conclusion

Spotter Insight Show 2010. Consumer insight and social media.

Business

consistent

social media

standard research

analysis system

social networks

relevant insights

employ commentaire

market research