pipeline 2011 presentation draft 4

Expanding your connection to the consumer: How social media can impact the innovation process

Malcolm De LeoChief Evangelist

NetBase SolutionsJune 1st, 2011

| Confidential | © 2011 NetBase Solutions. All Rights Reserved Worldwide.22

The Content Explosion

988 Exabytes per Year

=All books ever written

x16 million

420 PETABYTES of Web Content created every year

=

All Books Ever WrittenX

6,800


Social Media is a Fact of Life in 2011

users as of Jan 2011

Fastest growing segment: Females

Over Blogs

post/tweet daily

post brand opinions

trust peer reviews

skip ads

Source: “Socialnomics”

of Internet users are on social media

are on social media


How does social media impact our lives?

Social MediaInfluence

Political

Corporate

Personal


Industry Leaders Speak about Social Media…

“Should you do social media? That’s like someone asking if they should buy a light bulb after electricity was invented.”

Dana Anderson SVP Marketing

Kraft Foods

“Traditional survey research needs to evolve and transform. The future of market research is increasingly about listening to what consumers are already saying.”

Stan Sthanunathan VP Strategy and Global Insights

Coca-Cola

“The only way to stay on top of your online brand equity is to track buzz, net sentiment, and passion – the three distinct facets of your social media P&L.”

Tom Wagner VP of Consumer Insights & Brand Planning

Taco Bell


What is the Social Media P&L? What is the Social Media P&L?

BuzzTotal Brand Mentions(100 % of data)

SentimentPositive/Negative Mentions(~20% of data)

PassionLove, Like, Dislike, Hate(~2 % of data)


How Social Media fits into a Product Development Context

Broad SamplingLow High

Netnography

Dep

th o

f Ins

ight

Low

High

In-depth interviews

Focus Groups

Ethnography

Test Marketing

Surveys (intercept)

Surveys (online)

Surveys (phone)

In-store observations

Articulation

Lower Bias

Transparent


The Importance of Natural Language Processing

The iPhone has never been good.

The iPhone has never been this good.

Natural Language Processing creates accuracy


Social Media and the PRD lifecycle…


ProductTracking

Track Issues, Opinions & Sentiment

Competitive Landscaping

On Demand, Anytime,Anywhere

InnovationDiscovery

Identify the Next Big Thing

Issue Management

Sentiment, Passion, etc.

Attribute Assessment

Test Development Approach

Launch Planning

Comparison & Tracking

TrackBuildExplore

Idea Gen – Concept Dev. Assess - Commercialize Launch


A Few Social Media Focused Questions…

PringlesAfter the Launch

Keeping an eye on the social media store


An Overview of the Pringles Brand…


A deeper look at the conversation

Over 240 Re-

tweets

150 Re-Tweets


What could you do with information?

If you’re Pringles…• Is this torture real for consumers?• What would relieve it?

If you’re a competitor…• Create a “torture campaign”• Make Peter Griffin your spokesman

Total time to generate this insight15 minutes

ListerineCreating Innovation

Developing new ideas


How does my Social Media PNL compare?


Listerine Brand Audit: Why do they like it?


Listerine Brand Audit: Why don’t they like it?


Potential Actions

Insight

Social Media Data in Action….Developing Insights.

Develop a gentle version of

Listerine.

New product could be called

Listerine with Soothing Power.

Investigate one consumer’s idea

of a peroxide-based mouthwash.

(hint: use illumin8)

The biggest issue raised by

consumers is that Listerine is too

harsh.

This theme was 14% of negative

comments.

Listerine is too strong for me that it sometimes had a tendency to hurt the sides of my mouth.

Listerine is too strong for me that it sometimes had a tendency to hurt the sides of my mouth.

There isn't the sting that you get from Listerine, but you do feel.There isn't the sting that you get from Listerine, but you do feel.

The listerine likely irritated it, it has a high alcohol content.The listerine likely irritated it, it has a high alcohol content.

@lordtrilink Listerine is oral death.@lordtrilink Listerine is oral death.

Sometimes... when the listerine is too strong and I want the "sting" to stop.Sometimes... when the listerine is too strong and I want the "sting" to stop.

It's pretty cool, and normally one can find peroxide for less than a dollar a bottle, whereas Listerine is quite expensive and burns while peroxide does not.

It's pretty cool, and normally one can find peroxide for less than a dollar a bottle, whereas Listerine is quite expensive and burns while peroxide does not.

JK The alcohol in the listerine could cause soreness if you do it for too long though.JK The alcohol in the listerine could cause soreness if you do it for too long though.

Listerine might be a little harsh.Listerine might be a little harsh.

Feb

2010

August 2010


What are the key takeaways/actions

• WHY Social Media as part of an innovation strategy? It faster, cheaper and less biased Social Media is now the elephant in the

room The suggestion box is public Your market research wears no clothes

anymore

www.NetBase.com

Twitter: @innovationmuseBlog: innovationmuse.blogspot.com

[email protected]@yahoo.com

Thank You!

http://www.netbase.com/

mailto:[email protected]

mailto:[email protected]

pipeline 2011 presentation draft 4

Documents

social media confidential

social media data

social media impact

data confidential

social media fits

social media pl

social media pnl

accuracy confidential