1. Insights and opportunities in social media January 26, 2011

2. Questions from Last Week?

3. Reading

4. Listening vs. Market Research

5. Representativeness in Listening

6. Two Ways to Listen Pros and Cons

7. Information vs. Insight

8. What do you get from listening?

9. Your listening plan

10. Social Media Monitoring

11. The value of social monitoring is its ability to collect and aggregate naturally occurring consumer sentiment towards a brand in real time Captures the authentic voice of the customer Reveals what you don’t know – but should Provides timely insights into the wants needs and motivations of the audience Delivers results at the speed of the market Offers both qualitative & quantitative potential Less expensive than traditional methods Can complement focus groups and surveys

12. Characteristics of Social Media Research Observational Participants are unaware of research presence Direct consumer language Consumers use their own slang and descriptive, colorful language Unfiltered and Un-moderated No survey moderator interrupts the conversation Real emotions, content posted without a lot of restraints Real-time Commentary occurs as soon as an event unfolds Data accessible on short notice

13. Comparing Social Media research with traditional approaches

19. The tool then crawls the internet (blogs, forums, social networks, discussion boards, product review sites, etc.) locating postings based upon the topics.

20. The noise is then filtered, volume/influence measured and sentiment determined.

21. We then layer this information into other data (e.g., search, segmentation analysis, etc.) to gain insights and optimize.

22. Recommendations are made as to where and whom to engage in dialogue.How it works 16

23. Have I been successful? What is the summary? What have I been doing? How efficient am I? What’s still open/left to do? Measuring Impact (when we monitor)

24. A distinction 18

25. Another distinction 19

26. Getting started in monitoring Determine your goals: There may be many and they may seem disparate, but could be covered with a single solution. Determine the process that best suits your organization. Review 3-4 top leaders. There are tons of tools, so narrow it down. They all collect. They all rate and sort. Some do cool things around rating and sorting. All should have reporting. None of them (really) do insights and actions Do a trial. 20

27. Advocates and influencers

28. The Advocacy Bell Curve Pop Size Antagonists Apathetics Advocates

29. Popularity Activity Connectivity Engagement Pervasiveness Drivers Credibility 23

30. Scenario 1 Your company is launching a new product that is out of the norm for what they usually do (e.g. Gatorade is starting to sell shoes) and you need to generate credibility.

31. Scenario 2 Your company is launching a new product that is close to what they already do (e.g. Cadbury has come out with a new candy bar) and you need to generate excitement.

32. Scenario 3 The spokesperson for your company’s recent (and successful) ad campaign was just arrested for drug possession. Your company sells children’s educational videos.

33. Scenario 4 You’ve just opened up a new restaurant and you need to get the word and excitement out about it.

34. Scenario 5 People in your loyalty program are either inactive or, worse, are even starting to opt out. You need to refresh and rejuvenate your list.