going deep with social: methods to listen and engage with customers for unique in-depth insights
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Going Deep with Social:Methods to Listen and Engage with
Customers for Unique In-Depth Insights
Rich Ullman & Edward Oh
November 13, 2009
[email protected] / [email protected]
social network analysis software
http://www.ripple6.com/http://www.ripple6.com/ -
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Our Agenda
Go beyond the initial step of listening on the web to seehow simple, yet comprehensive solutions can help youto gain insights from some of the most relevantconversations among your customers. You'll learn
about nimble, cost-effective methods that can bequickly deployed and integrated with your overallresearch plans. How do you generate rich qualitativeinsight on the discussions that are most relevant toyou? How can you paint more vivid, lifelike pictures
of your audience by understanding how they areconnected and the context of conversations
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Our Agenda
Go beyond the initial step of listening on the web to seehow simple, yet comprehensive solutions can help youto gain insight from some of the most relevantconversations among your customers. You'll learn
about nimble, cost-effective methods that can bequickly deployed and integratedwith your overallresearch plans. How do you generate rich qualitativeinsight on the discussions that are most relevant toyou? How can you paint more vivid, lifelike pictures
of your audience by understanding how they areconnected and the context ofconversations
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Going Deep: Agenda
1. Introduction
2.The Social Landscape
3.Listening and Engagement Opportunities
4. Integrating the Opportunities
5.Summary
6.Q&A
7.
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Who is Ripple6?
Founded 2006
A wholly-owned, independentlyoperated subsidiary of Gannett.Co., Inc. (as of 11/2008)
Sister Companies Point Roll,ShopLocal, USA Today, HSSports, BNQT
Social Platform; StrategicInnovation Partner
Partners include Procter & Gamble,Gannett , Meredith, Unilever
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Going Deep: Agenda
1.Introduction
2.The Social Landscape
3.Listening and Engagement Opportunities
4. Integrating the Opportunities
5.Summary
6.Q&A
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Social Networks: More and More Time
Source: Nielsen Online; August 2009.
3x faster
1 in 6 minutesPeople arespending more timeon social nets
And time spent
continues to grow
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A Look at Online Community Members
Visit Their Community at Least Once Per Week
Age Under 20
91.5%
Age Over 50
87.5%
Source: e-Marketer USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"
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The Audience Returns; They are Engaged
54% Log into their community at least once a day
71% Say their community is very or extremelyimportant to them
56% Meet their online counterparts in person
55% Feel as strongly about their online
communities as they do about their real-world communities
Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"
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Going Deep: Agenda
1.Introduction
2.The Social Landscape
3.Listening and Engagement Opportunities
4. Integrating the Opportunities5.Summary
6.Q&A
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What is Listening?
The study of naturally occurring conversations,behaviors and signals that may or may not be guided,that brings the voice of peoples lives in to the brand.
Authentic, unfiltered thoughts Guided by other people or organizations
Consumer reactions from the inside
Not just focused on online conversations
Brands are in a learning relationship over time; bothimprove when each listens and responds to the other.
The ARF Foundation Series: Foundations of Listening: Putting Listening to Work.
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Three Core Opportunities via Social Nets
1. Listening
Put your earto the ground
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The Enhanced Ear to the Ground
Search Engines Google, TechnoratiMedia Monitors Meltwater NewsAlert Services TweetBeep,Text Analyses Lexalytics, Radian6,
Buzzmetrics, ScoutLabs
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The Enhanced Ear to the Ground
1. Listening
Put your earto the ground
Reputation Management
Proactive Monitoring
Listening
Engaging
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Go Beyond Listening: Engage!
1. Listening
Put your earto the ground
2. Customer
Communities
Panels forongoing feedback
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The Back Yard Transformative Communication
Anonymous hits
People, conversations,connections
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Private Backyard: The Salon
Objective
Measure the flow of word-of-mouthmessages to understand itscorrelation with purchase intent.
Execution
Community of users
Ripple Analytics Measures
Relationships
Participation
Conversations
Flow of messages
WOM influence on purchases
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Public Backyard: Dont Bring Them to Yours
Where They:Go regularlyHave rich profilesHave trusted networksShare information in networks
Affinity Networks Provide aProper Context for Brands toInteract.
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4 Quick Learnings from the Backyard
1. There is aWelcome Mat for
Marketers.
2. Transparency
and honesty are thekey to keeping it
there.
3. Relevance is thekey to buildingrelationships.
4. Remember theyare people.
Emotion makes adifference.
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Find Relevance.
1. Listening
Put your earto the ground
2. Customer
Communities
Panels forongoing feedback
When?
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The Opportunity to Dig Deep
1. Listening
Put your earto the ground
2. Customer
Communities
Panels forongoing feedback
3. CustomResearch
Event DrivenOpportunities
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Custom Research: Post Cereals
4 week qualitative researchstudy embedded in a socialnetwork.
90+ moms / 70 topics
The platform allowed us to reachout to moms in a way that wasconvenient and comfortable for
them. It created honestconversations and feedback about
our brand which allowed for solidinsights.
Greg LanidesBrand ManagerGrape Nuts
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Brand-less and conversational
Used to gain insights on how tostructure the Suave BrandCommunity
Tested Brand Community nameprior to launching thecommunity
Social Insights Week One:
31 conversations
1,800+ comments
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Suave: Social Insights + Brand Community
Private Research Group
Discover brandadvocates
Develop knowledge forstrong brand
community
Spread the word and developawareness of salon qualityproducts from Suave
Community fostersparticipation and ownershipof the brand, creating trust
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Advertising Agency: New Business Pitch
Objective
Proof of concept on product fornew business pitch
Execution
Embedded Study in AffinitySocial Network
Recruited in 48 hours
Delivered actionable insightson 15 questions
Start to finish in 1 week
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Going Deep: Agenda
1.Introduction
2.The Social Landscape
3.Listening and Engagement Opportunities
4. Integrating the Opportunities5.Summary
6.Q&A
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Integration. Putting Each Part to Work.
1. Listening
Put your earto the ground
2. Customer
Communities
Panels forongoing feedback
3. CustomResearch
Event DrivenOpportunities
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Ripple6 Social Insights: Options
Create a stand-alone research community andleverage existing social networks to
complement panel
Build a stand-aloneresearch community
Operate research projectswithin an existing socialnetwork
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Social Insights: Multiple Types of Interactions
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Many Interactions Equals
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Ripple Analytics
Actionable insights that enable you to understand yourcommunity and your audience.
How dopeople prefer to communicate?
What do they find important or valuable?
What kinds of relationships are forming?
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Ripple Analytics Demo
One Brief Example
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Ripple6 Social Insights
Application
Concept, Communications, A&U, Website Design,IHUT
Packages
Smart Start Build your community/network
Research Base
Open Platform
Research Methodology Integration
Services agnostic
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Q&A
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Going Deep with Social:Methods to Listen and Engage with
Customers for Unique In-Depth Insights
Rich Ullman & Edward Oh
November 13, 2009
i h@ i l 6 / d@ i l 6