5 ways innovative brands leverage social data insights (1)

5 Ways Innovative Brands Leverage Social Data Insights

December 9, 2014

Copyright ©2014 Visible Technologies, Inc. All rights reserved.2

Agenda

1. Introduction

2. 5 Ways Innovative Brands Leverage Social Data Insights

3. Q and A / Wrap Up


Our Speakers

Caitlin Jamali – Lead Research AnalystCaitlin leads a research team that supports a large multinational financial services brand. Her background is in market research, specializing in brand health, media effectiveness and consumer insights.

Michelle Vangel – VP ResearchMichelle enjoys helping clients solve business problems and inform strategy with insights from social data. She

leads a talented team of researchers who build narratives with social data using proven methodologies

and data frameworks.


Big Data Needs Big Thinking

5 Ways Innovative Brands Leverage Social Data Insights


1. Use Metrics/KPIs as a FoundationApplying Structure to Unstructured Data

• A foundational framework for analysis serves as a consistent data set for gauging shifts over time in core KPIs

• Foundational quantitative data views can point to areas of interest for deep dives into segmentations or particular hot topics, emerging themes, or business questions


Scorecards with cross-tabs add depthSentiment and share shouldn’t be your only focus


CONTENT UNIVERSE

The flexibility of layering pre-made and custom filters against the content universe

is what leads to extracting focused Insights

Sentiment• Positive• Neutral• Negative

Branded & Unbranded Content Across Channels and Content Sources

Dat

a Fi

lte

rs Media Channel

• News• Blogs• Forums• Facebook• Twitter• Surveys

Purchase Driver• Cost• Ease of Use• Path to Purchase• Quality

Audiences• Students• Commuters• Retirees• Employees• Tourist

Behavior• Ask a question• Referral• Switching• Detractor

OTHER• Themes• Influencers• Issues

Product Type• Mobile phone• Laptop• Tablet• E-reader

2. Layer Segmentations For ContextSample data framework


The addition of organic, online consumer conversation provides candid descriptions of

an individual’s purchase path and unbiased opinions, delivers in-depth insight into

why consumer opinions shift and can fill in the missing pieces to the puzzle.

. Social insights narrow the gap

WHAT PEOPLE DO

It’s more than what people say…Social can also tell us what people think and what they do


What people say is important…What they think and what they ultimately do is key

“Bye-Bye free checked bags…JetBlue announced it will cut legroom and begin charging fees for checked bags…”December 1, 2014CTNNow.com

“’JetBlue will no longer offer ‘Free First Checked Bag’. Boo. I fly JetBlue for the extra legroom. I will strictly be flying Southwest or Virgin now!”December 3, 2014Lipstickalley.com

“’JetBlue will charge for bags’…I don’t mind this. I usually have the best service on their planes with their staff…”December 2, 2014Facebook.com

say. think. do.


• Brand health attributes

• Decision journey

• Audience segmentations

• Behavioral segments

• Media Channels

• Product categories

• Reputation drivers

• Life stages

Sample segmentationsCustomized to each client’s needs

• Passions

• Purchase funnel

• Mindsets /Affinities

• Seasons

• Holidays

• Attitudinal segments

• Purchase drivers

• Advertising spots

• Patient journey


3. Use ad hocs, benchmarks and deep dives to supplement foundational analysisDrill down into business questions that surface


Traditional survey-based trackers allow a consistent framework to monitor brand health…

Positive

Neutral

Negative

Over a 20 week period

…while online listening provides a means to observe how brands are being talked about in an unfiltered environment

When paired together, this ‘unfiltered’ consumer voice uncovers emerging issues not ‘asked’ about in survey research, and can also serve as a diagnostic tool bringing in an additional layer of depth.

4. Use social to augment/supplement other research modalitiesSocial can fill the gaps and inform strategy


Curate based on:

• Demographic / psychographic profile

• Mindsets/Personas

• Influence, Klout

• Purchase Funnel

• Key Stakeholders (investors, employees, partners)

Focus groups for product lines – Consumer, B2B, specific lines

• Focus groups for audiences – investors, moms, students

• Focus groups for PR/AR/IR – high-reach pubs, key commentators

Examine Key Groups in aggregate

Create your own focus groupsSimple, scalable, insightful


Focus Group Examples


• Clients are using social analysis to discover and better understand segmentations within social discussion, including the words they use and topics and themes that surface most often.

• These insights help the client better understand the consumer and create content that resonates.

5. Inform content and messaging strategyUnderstand your target’s unmet needs and the way they talk


Results that Deliver Business Impact

Data You Can Trust Industry Experts

Leading Technology

+Deeper Insights

The Visible Difference


The Breadth Of Our Work

We look at the forest … We look at the trees …

…and everything in between

An ethnography on

Moms for a large

financial services

company

Multinational study

on cold and flu

treatments for a

wellness company

An analysis of

trends in baking

for a large spice

company

Comparative

analysis of Twitter

strategies of retail

banks in Mexico

Measurement of

Olympic

sponsorship

campaign for a

large insurance

company

A behavioral

analysis of

breakfast goers for

a multinational QSR

company

An analysis of

unmet needs in

haircare for a large

CPG company

Global customer

service analysis

for call center

optimization for a

credit card

company

A comparative

analysis of CEO

attributes and

perceptions for a

large telecom

company

A study on holiday

shopping trends

and behaviors for

a large retailer

A study on female

purchase drivers

for high-end

beauty products

An analysis of

seasonal impact

on cooking habits

for a large CPG

company

Proven methodologies that adapt to each project.


Next Steps

• Have a question comment about something in this webcast?• Michelle Vangel [email protected]• Caitlin Jamali [email protected]

• To discuss a demo or more information, contact us at [email protected], or “Demo Request“ on our website

• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.

mailto:[email protected]

http://www.visibletechnologies.com/

5 ways innovative brands leverage social data insights (1)

Social Media

visible technologies

unstructured data

data points

data frameworks

social data insightsdecember

social data insightsq

social data insightscopyright

focus copyright