maritz 2014 loyalty social survey for loyalty expo

Proprietary and Confidential © 2014 Maritz & Evolve24 1

2014 LOYALTY SOCIAL SURVEY

Without doubt:Social Media is the largest

source of consumer insight. Ever!

So we asked: How can we use social to feed insights into loyalty strategy ?....Then, we did

Yet, only 17% of companies are really strategic about its

usage


The world’s largest focus group….

PLUS 152 Million Blogs & 5+ Million Forums

70 Million Active Users

240 Million+Total Users

500 MillionTweets daily

241MillionActive Users

1 Billion Users Monthly

1.2 BillionActive Users

400 Million Active Users

1 Billion Users Monthly


Social Intelligence


The mining of conversations in the social grid to provide insight into what consumers are saying to each other and the level of emotion and sentiment associated with those interactions.

Decline in Trust


Globally, trust in business to do

what is right is only at 50%.

Trust in business leaders to tell

the truth is just 18%.

Edelman Trust Barometer, 2013

Social Intelligence vs. Traditional Data

• Behavioral Data:‒What are customers doing?

• Market Research Data:‒What are customers intending?

• Social Intelligence Data: ‒What are customers sharing & feeling?


StructuredData

UnstructuredData


What’s the

volume &

sentiment?

What’s the

emotion?

Who’s Moving the message?

How fast is it moving?

Methodology: PRECISE™ Method

10

Sentiment

Emot

ion

Manage CarefullyHigh Emotion Negative Sentiment

MonitorLow Emotion Negative Sentiment

Highest OpportunityHigh Emotion Positive Sentiment

Table StakesLow Emotion Positive Sentiment

Health Benefits

How to read the emotion x sentiment scatter plot


Two industry verticals analyzed:

Methodology

Dat

a Sc

ope

Consumer Goods: Food Industry Consumer Services: Hospitality Industry

Loyalty conversations about the companies in the hospitality industry as well as their key outlets.

Loyalty conversations about the top 50 grossing companies in the CPG industry as well as their key products.

Timing & Sample Size

Data Sources

More than 65,000 conversations from October 1 to December 31 2013 were analyzed using PRECISE Methodology

Content in this study was aggregated from publically available Blogs, Forums, Facebook, and Twitter.


#1 What do consumers

care about most when discussing brand loyalty?

All Conversations by Topic/Tone/Emotion



What are the major CPG topics

related to loyalty that consumers are

talking about in social?


What are the major Hospitality topics related to loyalty

that consumers are talking about

in social?


CPG: What is top of mind? Rank = Emotion + Sentiment + Volume + Velocity + Influence

CPG Food Rank OrderTopic RankFamily – Work Balance 1Television 2US Politics 3Religion 4Healthy Eating 5Video Games 6Sports 7Art & Entertainment 8Cancer Research 9Music 10Meal Plans 11Specialized Diets 12Snack Ideas 13Banned Food Ingredients 14Health Supplements 15Spiritual Health 16Recommended Recipes 17Social Media 18

CPG Food Rank OrderTopic RankInvestments 19Thanksgiving Dinner 20GMOs and Organic Foods 21Asian Cuisine 22Alternative Medicine 23Pregnancy 24Health Insurance 25Gardening 26Disneyland Christmas 27Alternative Energy Sources 28Shopping Prices 29Baking 30Halloween Candy 31Giveaways 32Desserts 33GMO Foods 34Coupons 35


Hospitality Rank OrderTopic RankVacations 1Women’s Rights 2US PoliticsTelevision 4Politics/Social Issues 5LGBT Issues 6Budget Negotiations 7UK Politics 8Religion 9Family Life 10US Economy 11Sports 12Animal Rights 13Sea Travel 14Health Insurance Coverage 15College Sports 16Federal Reserve & Banking 17US Government 18

Hospitality Rank OrderTopic RankTravel Questions & Discussion 19Film 20Music 21Literature 22Investments 23Pets 24Thanksgiving 25Nuclear Energy 26Theatre 27Video Games 28Holidays 29Fine Art 30Choosing Airlines 31Food & Beverage 32Disneyland & Disneyworld 33Black Friday & Cyber Monday 34Social Media 35Hotel Rewards Programs 36

HOSPITALITY: What is top of mind?Rank = Emotion + Sentiment + Volume + Velocity + Influence

So What?

• The breadth of topics corresponding to loyalty references is complex

• Consumers don’t separate brand loyalty from the rest of their lives

• The best loyalty conversations will be holistic

• Human-to-human is the way forward for loyalty dialogues


H2h graphic


#2 How do consumers feel about

mercenary loyaltyofferings?

Rewards


Hospitality: Rewards Conversation Scatter

Coupons & Deals

CPG: Coupons & Deals Conversation Scatter

So What? • What: Rewards /coupons/deals are definitely part of the equation

‒But not the biggest denominator. They show on the same spot on the scatter plot in 2 different unrelated industries.

• So What: They are loyalty table stakes

‒You have to have them, but they are not the highest factor to influence behavior.

‒ If this is the only factor on the map that you can influence, then put full force behind it

‒ If there are others factor on the map you can touch, be cautious not to focus too much on these lower emotion topics.

‒ Last, but not least, dig deeper on those conversation

‒ some topics within it with higher emotional scores and you need to understand what those are.



#3 What loyalty elements drive

high emotion & sentiment?


How do they stack up compared to the rest?


CPG: Which one represents the biggest opportunity?

Convenience & Efficiency

Pop Culture

Healthy Living

Beliefs & Traditions

Coupons & Deals

1

2

3

4

5

Ranking based on PRECISE Methodology:


How do they stack up compared to the rest?


Hospitality: Which one represents the biggest opportunity?

Beliefs & Traditions

Entertainment & Attractions

Rewards

1

2

3

Ranking based on PRECISE Methodology:

So What?

• What: In both industries there are many factors that register as high emotion/positive sentiment

‒ They are the ones that offer the biggest opportunities to make an emotional connection with consumers and influence behavior.

‒Tradition, for example, is one those and it is one that shows on both of these industries in about the same spot on the scatter plot.

• So what: Identify those areas you can influence

‒ You can't win in all of them so pick the ones you can be best at,

‒Then dig deeper, learn more from what consumers are saying

‒ Invest in incorporating those areas into your loyalty strategy.



#4 How are key loyalty conversations

connected?

Consumer Products Hospitality

How are key conversations connected?


Convenience& Efficiency

Healthy Living

PopCulture

Beliefs &Traditions

Coupons & Deals

Rewards

Entertainment & Attractions

Beliefs &Traditions

So What? • What: When looking at those high emotion / positive sentiment topics, keep

in mind that while some of them are mutually exclusive within the loyalty conversation others are highly connected.

‒ In hospitality there is high degree of overlap between rewards and tradition

‒Can be interpreted as travelers use their reward points for holidays vacations.

• So What: Connections among some of these topics can be "interpreted" in some ways

‒No need to "interpret," you can "dig deeper" into the conversation and find out what topics intersect to understand how to leverage those factors together for maximum results in targeting your audience.



#5 Where are the social loyalty conversations

taking place?

Hospitality

Consumer ProductsWhere is the social conversation taking place?


Average Emotion

CPG: Where is the social conversation taking place?


BlogForumFacebookTwitter


BlogForumFacebookTwitter

Hospitality: Where is the social conversation taking place?

So What?

• What: The level of emotion for the different topics in the loyalty landscape is consistent across channels with the exception of Twitter

‒Twitter skews highly neutral. Blogs and Forums exhibit the highest volume of conversations accounting for over 85% of the volume in hospitality and over 65% in CPG.

• So What: These channels are powerful, don't ignore them.

‒Perception is reality on today's social enable world and what happens in these channels is impacting how consumers think about your brand.

‒Gather intel from these channels and proactively look for opportunities to influence the conversation.



#6 How well are leading brands aligning to what

consumers care about?


Hospitality: Brand Heat Map

Average Opinion

So What? • What: Some brands are better aligned to what matters most to customers

‒ In the hospitality space United stands out in a negative way in Tradition because of customer services issues at the holiday period

‒While all airlines have cancellations, United handled them poorly during this time and generated a lot of high emotion / negative

• So What: Keep your finger on the pulse, measuring your positioning on a regular basis.

‒ Consumer perception is dynamic and you need to understand what drives the shifts in it.

‒ While what matters to consumers may not change every month, the actions you take (or don't take) affect how consumers feel about your brand or program.

‒You need to continuously measure the effectiveness of your programs in touching what matters most to your customers and dig deep to understand what is working and what is not.



1. “Snapshot in Time” Principle• Keep refreshing!

2. Focus on the Positives• High sentiment/emotion/volume

3. Make SI Part of Your Consumer Insight Strategy• Your organic data set to use with your structured data

Social Intelligence: Best Practice Tips

maritz 2014 loyalty social survey for loyalty expo

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