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social media netnography presentation IBM information on demand, nov 2010

Word-of-mouth is the key driver of growth. Managing it is the challenge for the future. By observing, facilitating and joining the conversation you can actually lead it. This presentation is about the first step: how to observe conversations on social media.<br><br>

stevenvanbelleghem
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social media netnography presentation IBM information on demand, nov 2010

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Presentation Transcript

  1. Social Media Nethnography Managing and Mining the Consumer Conversation

  2. @steven_insites @nielsamz

  3. Word of mouth

  4. The belief Word-of-mouth is THE driver of growth

  5. INTEGRATION of WOM in all marketing activities The goal

  6. MANAGE word-of-mouth

  7. The BIG worLd of mouth test!

  8. The BIG worLd of mouth test! You use social networks at least weekly (e.g. Facebook, Twitter, LinkedIn) 1

  9. The BIG worLd of mouth test! You sometimes check online buzz about your brand 2

  10. The BIG worLd of mouth test! You have automated systems to monitor buzz about your brand(e.g. Google Alert, Tweetdeck) 3

  11. The BIG worLd of mouth test! Do you perform in-depth analyses of social media for you brand / business? 4

  12. The BIG worLd of mouth test! You participate in online conversations 5

  13. A revolutionimpliesCHANGE

  14. Bestseller ‘The Conversation Manager’ Available on Amazon The first interactive management book for iPad, download available

  15. NeedforRADICAL change

  16. As a manager As a brand As a peer Observe Facilitate Join

  17. limitations of interview based techniques

  18. Would not we want to do this?

  19. Life Caching User Generated Content

  20. Social media netnography

  21. Tapping into online conversations Social Media Nethnography Social Media Dashboards / Monitoring exploratory for enhanced quality

  22. Social Media Nethnography Traditional research SURVEY/ TOPIC GUIDE DEVELOPMENT what do we want to ask SAMPLING selection of sources/situations you want to observe SAMPLING selection of participants we want to talk to DATA COLLECTION with the aid of research blogs or webscraping DATA COLLECTION using pre-defined research tools, traditional ones or innovative ones FRAMEWORK DEVELOPMENT what do we want to observe? which conversations interest us? ANALYSIS answering questions that were predefined TOP-DOWN & BOTTOM-UP ANALYSIS Combination of quantitative & qualitative analysis techniques + text analytics

  23. TWO core principles

  24. Analysis process

  25. Sentiment analysis Sentiment of theconversation Sentiment of abrand / topic Sentence level Conversation level 'I had a terribleday. I drank some Lipton tea and feltbetter 'I had a terrible day. I drank some Lipton tea and feltbetter 1 positive – 1 negative 1 positive

  26. Insight generation What is my target group concerned about? What are trends in the market? What are your blind spots? Brand analyses What is the share-of-voice and sentiment of my brand online? What is my online brand positioning? How do my competitors perform? How is the impact of my advertising affecting online buzz? Advertising impact How is the impact of my advertising affecting online buzz? Product How is a new product launch evaluated? How is a new product diffusing in the market? Customer Experience How are different touch points evaluated? What are reasons to switch? How strong is recommendation behaviour / referral value?

  27. 81.861

  28. Major diseases when getting older? Top 20 discussed diseases physical psychological

  29. Emotions aboutaging concerns across disease states Friends Decision Sentimeter Safety Religion Active Eating Diagnosis Professional Transport • Finding right treatment not easy • Never ending Clothes Housing Dog Payment Personal care Law Diseases Identity Treatment Telephone call Guilt Buzz volume

  30. Alzheimer DrugsSentimeter All posts Posts about AH Drugs Posts about Aricept Posts about Namenda Posts about Reminyl Comparison with sentiment across brands Significantly higher No significant difference Significantly lower 60° 24° 9° 12° 66° N=81861 N=878 N=644 N=235 N=193

  31. 39.812

  32. 30 information segmentsbottom-up segmentation Diagnosis Health care Driving Confused Helpful Brand C Side effects Problem Seizures Job Having pain Control normal behaviour School Wishes for thefuture night Awareness & knowledge Husband Satisfaction Important Scared Headache Difficult Treatment Children Food & drinks Dosage Brand A Budget Brand B

  33. 25% Natural & medical language about seizures Learn what consumers tell each other Find hidden patterns – blind spots Optimize online marketing strategy

  34. Natural explanations seizure types PETIT MAL • Also called ‘absence’ • People just stand and starevacantly • My mind was wandering, blank, in a daze • When asked to speak, would talk then just goblankand lose my entire train of thought and having no idea what I had implied • My eyes would blink rapidly and then I would go blank as if I were daydreaming and mymindwouldbeshot

  35. Hormones, birth control, pregnancy & Brand A 94% of the conversations about hormones & Brand A are related to Pregnancy Is Brand A safe during pregnancy? Brand A controls seizures Hormones Seizures From the research that I have done on pregnancy and seizures, I found Brand B and Brand A to be listed as the safe meds to be on. Seizures successful controlled Control unsuccessful Add birth control He told me that it was pretty safe, but that there was not enough participation in research for it to be approved to be taken during pregnancy by the FDA. If you do decide to get pregnant and still stay on Brand A I recommend that you join the pregnancy registry. Here is the information: … . The website is http://www.Brand A.com/pc/livin...h_epilepsy/women2.asp Brand A limits effects birth control Birth control is barrier Wish to start a family Successful pregnancy not clear when ovulating

  36. Online Brandscape How are the different brands evaluated online?

  37. Share brands in total amount of conversations Total sample = 1327 About brands = 327

  38. BrandsSentiment & performance analysis % Emotionality % Positive % Negative Average rating review sites N = 101 73% 68% 28% 2,69 1,75 N = 48 90% 81% 52% N = 39 79% 64% 1,1 41% N = 36 78% 78% 3 25%

  39. BrandsIn-depth analysis B&J % Emotionality % Positive % Negative Average rating review sites • Strengths • Different&uniqueflavours • Strong fanbaseonline: ‘the best’, ‘delicious’, B&J rules. However, fan base is less for the brand in general than for specificflavours. • Weaknesses • Too expensive for part of the consumers to consume it on a regular base • Known for • Quality of ice cream and perceived equal to Haägen Dasz • Corporate social responsibility: press releases about attempts to reduce impact of produding ice cream on the environment are spread & discussed • Vermont & cows N = 101 73% 68% 28% 2,69

  40. 71.230

  41. Information needs 1 2 Input for future broadcasting Evaluation of specific aspects of the show

  42. Answers to questions you did not ask Answers without asking questions

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