how to gain customer insight in social media?
TRANSCRIPT
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How to gain customer insight in social media?
Joonas ROKKA
November 28, 2012 [email protected] @jccnas
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How to gain customer insight in SM?
Nestle’s “Digital AcceleraDon Team” monitoring customer dialogue online
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Listening customers in social media
Is important because: – People spend a lot of Dme in social media, discussing their daily lives, interests and opinions Facebook is the biggest Dme-‐suck in the internet (17%), YouTube (10%)
– 78% of consumers trust Word-‐of-‐Mouth in social media Only 14% trust ads
– 34% of blog arDcles talk about products and brands That is more than 70 million blogs
(ComScore, 2009, Jupiter Research, 2009, Fortune 2010, McKinsey 2012)
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Need for a systema:c approach
Many companies are extremely confused by the amount of informaDon in social media – They are unable to make use of it
– They do not know how, what and where customers talk about their brands and products
In other words, they risk being not customer centric!
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Netnographic approach
Netnography is a research process where social media is studied by analyzing member discussions, acDviDes, and ulDmately culture, via acDve parDcipaDon and observaDon
It requires constant aaenDon and training It can be applied to study different social media:
– Facebook – Twiaer – Pinterest – Forums – Blogs etc.
See: Robert Kozinets (2010) Netnography
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Rouxbe.com
Tastespotting.com
Example: Foodie communi:es
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Benefits of Netnography
Window into consumers’ everyday life and naturally occurring reality
Faster, simple and less expensive than many other methods Up-‐to-‐minute informaDon
You can study your customers on your sofa Basically everyone can use it! A managerial tool for studying
– Customer values, aetudes, tastes, preferences, segments
– Brand percepDons, meanings, aaributes
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Case: Valio
How netnographic insights were used in pracDce for creaDng a new product?
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Insights from discussion forums
#1 Forum dedicated to gym, training and bodybuilding…
Surprising insight: Gym-‐goers are heavy users of Valio’s compeDng product -‐> Ehrmann quark! Important source for protein, yet product not opDmal for eaDng directly…
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Valio Quark (Crème Fraîche)
Stable and profitable (cooking) product Facing fierce compeDDon from Ehrmann quark Typical generic product
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Netnographic insights turned into success
Valio had never thought that quarks are highly valued among gym-‐goers
– Important source for protein – Yet taste was poor – product was designed for cooking
New products series exceed all expectaDons – One of the most successful product launches ever
CollaboraDon with the community is ongoing