1. Social Media Marketing Research: Monitoring, Mining, & Measuring The Social Space For Marketing Insights Paul M. Banas – Kraft Foods Consumer Insights & Strategy

2. Agenda: Social Media Marketing Research Overview Nuts And Bolts Of Social Media Research The Three M’s Monitoring For Brand Defense Mining For Brand Opportunity Measuring What Good Digital Marketing Looks Like

3. What Is Social Media Marketing Research? Social Media Marketing Research is tapping into the millions of digital conversations occurring daily throughout the social space in order to discover consumer insights.

5. Trendable across Months and Years

6. Vast Sample Sizes

7. An Infinite amount of Topics

9. Social Research Transcends All Functions Source: Netbase

10. Nuts & Bolts Of Social Listening

12. Phrases that define the markets you serve

13. Larger industry keywords or categories

14. Professional organizations you belong to or that fit your business profile

16. Stakeholders in those companies

18. Key Words Into Search Terms Source: MotiveQuest

19. Looking Out For Context “Gotchas” Source: MotiveQuest

20. Monitoring For Brand Defense

21. Who Owns Your Brand?

22. 14 Who Owns Your Brand? “You Don’t Own Your Brand…. Your Customer Does….” And If It’s Their Brand, What Are They Saying About It?

23. Monitoring For Brand Defense

24. Monitoring For Brand Defense “ What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.” – Tropicana Executive Source: Nielsen Online

25. Monitoring Is The First Step Towards Engagement

26. Mining For Brand Opportunity

27. Mining For Brand Opportunity Digital Brand Essence & Positioning Developing Social Content Keyword Strategies For SEO/SEM “White Spaces” for New Product Development Ongoing Tracking of Digital KPIs Alternate Product Usage

28. Digital Brand Essence Source: JD Power Web Intelligence

29. What Can Brand Conversations Tell You? Source: JD Power Web Intelligence

30. 200 180 160 140 131 125 117 120 112 110 108 108 104 98 100 80 60 47 40 20 0 Oscar Mayer Brand A Brand B Brand C Brand D Comparing Brand Sentiment SIM Score SIM SCORES FOR OM’s NATURAL COMPETITION Q1 (2010) Q2 (2010) SIM SCORE

31. 95% Of Conversations Unbranded BRAND MENTIONS IN CONVERSATION: 10/08-09/09 n= 192,055 Brand Mentions 5% No Brand Mentions 95% COLD CUTS CONVERSATION = 4% BRANDED BACON CONVERSATION = 2% BRANDED HOT DOG CONVERSATION = 6% BRANDED Source: MotiveQuest

32. Listening For Tension To Find Unmet Needs “Dinnertime is very tough in our house, as my husband eats no (and I repeat, NO) vegetables. Any attempt I make at hiding them in things is always thwarted by his dissecting of his food before he eats it.” “What does [cooking bacon] do to the inside of your oven? Grease splatters? …I've been wanting to try this, but have been concerned about how greasy the oven would get.” “[My daughter] goes to school every day and I have to prepare hot/cold lunch for her but it is extremely difficult when she doesn’t eat the normal kid’s favorite sandwiches..”

33. Needs Lead To New Products… Source: Nielsen Online

35. 16% of bacon-for-dinner conversation is bacon in dinner recipes.

36. 8% of bacon-for-dinner conversation is BLTs.SHARE OF MOMS’ BACON CONVERSATION Source: MotiveQuest

37. Listen For Passion To Find Emotion “I love the bacon craze that has hit … My last meal on earth, I want channel 4’s bacon explosion...” “Woke to DH cooking Bacon – love to wake up that way!” “BACON ROCKS! They should serve it for breakfast, lunch and dinner. YUM!” 27

38. Map And Track Emotions Over Time OM Categories CATEGORY COMPARISON: EMOTIONS EXPRESSED ACROSS CATEGORIES: 10/08-09/09 Hybrid Cars Financial Services Cellular Source: MotiveQuest

39. Follow Conversations In Unlikely Places WHERE BACON CONVERSATION IS HAPPENING: TYPE OF ONLINE COMMUNITIES Source: MotiveQuest 29

40. Measuring What Good Looks Like

41. Count What’s Worth Counting “Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted” Albert Einstein

42. Social Has A Lot Of Things To Count

43. Metrics That Match The Mission The Reason We Are Going Social Is To… …Generate Sales Leads …Establish Better Customer Service …Engender Consumer Loyalty …Address A PR Situation …Shift Brand Perceptions …Increase Consumer Involvement With Brand

44. Social Involvement Pyramid Relationship with the Brand

46. Reach

47. Brand Mention AmplificationCan’t stop here – it’s like building a house, your not done just because you’ve dug the foundation Awareness

48. Awareness Number of Impressions/Reach of All Brand Conversations by Day People Reached Via Social Media

50. Number of Submissions (Simple Response)

51. “Likes”

52. Coupon Take Rate‘Push Button” Engagement: More than being simply Aware, but a step below true Engagement Participation

53. Participation Promotional Submissions By Source

55. % Sharing

56. # of Repeat Comments/LikesConsumers Spending More of Their Own Time And Social Capital To Interact with Brand Engagement

57. Engagement Average Daily Active Users Fan Page Engagement Ratio TOTAL Brand Facebook Fan Base (“Likes”)

59. Net Promoter Score

60. # Social Recommendations to FriendsAdvocacy

61. Advocacy

62. What About ROI? Viewer Viewer Viewer Viewer Viewer Viewer Viewer Viewer Viewer NOL ‘Unified’ 1x1 pixel tag Ad Server NOL NetSight Meter Campaign Exposure DB Nielsen Panelists Source: Nielsen Online 43

63. Thank You…. Any Questions?