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Frank Cotignola Twitter: @fco24 frankcotignola

Understanding How to Use Social Insights Predictively Using Social Media and Search To Unlock Insi ghts. Frank Cotignola Twitter: @fco24 www.frankcotignola.com. Defining Social M edia Listening.

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Frank Cotignola Twitter: @fco24 frankcotignola

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  1. Understanding How to Use Social Insights PredictivelyUsing Social Media and Search To Unlock Insights Frank Cotignola Twitter: @fco24 www.frankcotignola.com

  2. Defining Social Media Listening

  3. How to Understand Consumers Via1. Social Media Conversations2. Search Behavior3. Integration With Other Data

  4. What Is the Usual Social Media Listening Path?

  5. We Listen Only For Brands

  6. Why Is This An Issue? • According to past studies, most conversations (approximately 90%) don’t involve brands • If you are listening only for your brand, you are missing out on most of the richness and opportunity that social media listening provides

  7. What Should We Be Doing? • Listen for conversations around brands (categories, times of day, etc.) • Then see where your brand fits into the conversation

  8. The Many Benefits of Listening • Unedited conversations • Ability to trend • Huge sample sizes • Infinite number of topics • 24/7 opinions • Global reach Source: eMarketer http://goo.gl/EBguq

  9. What’s Possible Using Social Media Listening? 9

  10. Things to Consider 10

  11. Start By Looking AtExamples 11

  12. Understand the Economy Before the Next Data Release

  13. Still Pretty BadPositive vs. negative behaviors about the economy Source: NetBase 52 Weeks Ending September 1, 2012

  14. Improving Sentiment, But Still Negative Top Sources of Buzz Source: NetBase January 3, 2013,

  15. Mixed Messages Source: NetBase January 3, 2013,

  16. While Government Dominates, Still a Job/Taxes Focus Source: NetBase January 3, 2013,

  17. Joy

  18. JoyExtremely Positive Sentiment, 300k Discussions Per Month Number of Mentions May 2012-May 2013 Net Sentiment May 2012-May 2013 Source: NetBase 52 w/e 5/12/13

  19. What’s Discussed When “Joy” Is Mentioned Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

  20. Joy Likes and Dislikes Share of Likes May 2012-May 2013 Share of Dislikes May 2012-May 2013 Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

  21. Where Is “Joy” Discussed? Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

  22. Females Dominate “Joy” Conversations Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

  23. “Joy” Searches Peak During December Holidays Source: Google Trends

  24. What About Chocolate In the Morning?

  25. http://goo.gl/NgnvE

  26. Chocolate Searches: Rising, Holiday Peaks Source: Google Trends http://goo.gl/cUi8y

  27. Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Trends http://goo.gl/cUi8y

  28. Chocolate conversations: increase from Halloween through peak of Valentine’s Day Number of Conversations By Month Positive/Negative Sentiment Source: NetBase Insight Composer 52 w/e 4-6-13

  29. Time of day not a factor in top Chocolate conversations Share of Top 100 Chocolate Mentions Source: NetBase Insight Composer 52 w/e 4-6-13

  30. Even when you focus on “chocolate” and “morning,” chocolate only represents less than 10% of the top 100 conversations Share of Top 100 Chocolate/ Morning Mentions Source: NetBase Insight Composer 52 w/e 4-6-13

  31. “Not eat” almost as large as “eat” Source: NetBase Insight Composer 52 w/e 4-6-13

  32. Chocolate on PinterestCandy, Cakes, and Keyboards Source: Pinterest, “Chocolate”

  33. Cholesterol http://www.raw-milk-facts.com/cholesterol_primer_T3.html

  34. http://consumer.healthday.com/Article.asp?AID=656146

  35. CHOLESTEROL Despite nuts’ benefits, 28 other words are mentioned more frequently “Nut” is #29 Source: NetBase Insight Workbench 52 w/e August 2011

  36. CHOLESTEROL While the word on nuts is getting out, there aren’t enough conversations “Nut” Mentions, Cholesterol Conversations Source: NetBase Insight Workbench 52 w/e August 2011

  37. IN THE END… …Interpretation and Judgment …Listening can both enhance (and substitute for) asking

  38. Thank you! Frank Cotignola @fco24 www.frankcotignola.com

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