4. LOOK BEYOND BRAND CONVERSATIONS TO UNDERSTAND CONSUMERS
People talk about what they care about, typically not brands
FOOD
CONVERSATIONS
HEALTH
CONVERSATIONS
CAR
CONVERSATIONS
Brand Mentions
Brand Mentions 11%
5%
No
Brand Brand
Mentions Mentions
No Brand Mentions No Brand Mentions 50% 50%
95% 89%
Lowest
share
of
Highest
share
of
brand
men2ons
brand
men2ons
In
the
most
of
our
online
anthropology
studies,
if
we
defined
our
data
universe
by
brand
men2ons,
we
would
miss
the
bulk
of
relevant
consumer
discussion,
including
insights
that
are
being
used
to
make
our
client
brands
more
relevant.
8. Sports
&
Fitness
Digital
Water
ParenAng
MulA-‐media
sites
Personal
blogs
Cooler
Personal
Finance
Entertainment/Pop
Environment
&
Culture
Philanthropy
Photo
sharing
sites
Micro-‐blogs
AutomoAve
Health
and
Food
&
DieAng
Wellness
Forums
and
Social
Networks
Message
Boards
Technology
Retail
&
Style
Travel
9. Challenge
A pharma company was
trying to understand how to
connect with patients
MQ Approach
Our analysis revealed very
different engagement and
needs with each different
media channel
Action
- The client re-organized all
of the channel planning
and strategy to better put
the right message in the
right place.
11. MAJOR
DATA
PROVIDER–
40%
VALID
MOTIVEQUEST
–
98%
VALID
Name count dupes spam not
e nglish valid Name count dupes spam not
e nglish valid
debian
and/or
kubuntu 5 4 1 Optibay
and
Bootcamp/VMware
Questions 13 13
Technical
Marketing
Update
2012
–
Week
25
–
#tmupdate5 4 1 VMWare
Fusion
for
MySQL
-‐
Backup
strategy 7 7
is
an
i Mac
going
to
be
worth
i t? 4 4 EBS
Installation
on
V mware
Too
Slow 6 6
RE:
Interesting
Buying
Experience
with
Dell 4 4 Brass
Bottom
Boys 5 5
RE:
MBPr
couple
use
questions. 4 4 Macbook
pro
with
retina
-‐
Don't
shoot
me 5 5
RE:
Red
Hat
CEO
Is
Ready
To
Squash
Microsoft,
V Mware,
a3 Oracle
nd
3 disallow
user
access
virtual
machines
without
ssl
certificate
4 4
cant
access
all
slices 3 2 1 VACL
&
V Mware 4 4
Enterprise
Sales
V eteran
Frank
Rauch
Leaves
HP 3 2 1
virtualising
application
server 4 4
ESXi
and
Network
Computer
Hardware 3 2 1
[D]aily
[S]ingles
[L]onely?
[R]ant
-‐
Part
5 3 3
HP
Enterprise
Sales
V eteran
Frank
Rauch
Leaves.
We
Got
Your
Memo.
3 2 1
[Resolved]
V MWare
Fit
Guest
Now
not
working
after
i nstalling
V Msvga2
3 3
RE:
Mac
or
PC
?
Laptop
or
Desktop? 3 1 2
Help
Choosing
between
2
builds! 3 3
RE:
virtualising
application
server 3 1 2
Unable
to
i nstall
V M
workstation
8 3 3
Windows
7
Ultimate
LastOS7
v2
Xtreme
(x64x86)
(2011) 3 2 1
Virtual
Learning
Environment
for
Networking? 3 3
Xrumer
7.0.12
Elite
and
Hrefer
3.85(VMWare) 3 1 2
Dell
vStart:
The
Simple,
Fast,
Smart
Path
To
V irtual
Infrastructure 1
2 1
VMware
V SA
disk
usage 3 3
[b]NYSE[/b]
V olume
More
Sym
Name
Last 2 1 1 0 About
V M
fusion 2 2
20%LifeTime|
Hostplate.com(1Gbps-‐NL)Unmetered:VMware
Windows
&
OpenVZ
Linux(SolusVM)
2 1 1 0 ASM
disk
i s
not
displaying 2 1 1
CBT
Nuggets
:
MCTS
70-‐403
SCVMM
&
70-‐652
Hyper-‐V 2 1 1 0 Cooler
Master
RC-‐692-‐KKN2
No
Power
Supply
ATX
Mid
Tower
Case
(Black)
2 1 1
FP
SoftPack
12.05.1
(MULTI32012) 2 1 1 0 DCNM 2 2
Mac
OS
X
Lion
10.7
Developer
Preview
(VMWare
Fusion
U2 pdate) 1 1 0 Error
1606 2 2
Mac
OSX
10.8
Mountain
Lion
DP
V Mware
Image 2 1 1 0 ESXi
V Ms
so
slow
i t's
almost
unusable 2 2
N36L
hard
drive
upgrade 2 2 Event
i d:6008
unexpected
shutdown
analysis2 2
New
Webmaster/SEO
Workstation
Build 2 2 Google
Compute
Engine
Ignores
V Mware,
Microsoft
Users
|
Faheem
Lab
2 2
Portable
soft
v.1.2.4.8
(05.2012) 2 1 1 0 hi
i am
not
able
to
run
the
other
softwares
i n
the
system
after
i nstaling
the
vmware7.1,the
system
i s
2 2
Re:
Beginner's
i nquiry
on
How
Oracle
V DI
product
works 2 1 1 Installing
CUEAC
on
V Mware
ESXi 2 2
RE:
Does
anybody
here
use
V iew? 2 2 loss
of
higher
screen
resolution
capabilities
with
l inux
6
2 2
RE:
Solved:
php
upload
restriction 2 1 1 Official
Minecraft
"VWVortex
Server" 2 2
SOFTPIR
WPI
Professional
02.12
x 32/x64
2012
Multilanguage 2 1 1 0 Remove
floppy
by
default 2 2
VMware
adds
Mozy
to
i ts
cloud
and
virtualization
e mpire2 1 1 0 RT
@GeorgeReese:
My
l atest
blog
e ntry:
The
2 ole
i n
the
V Mware
Whole
Cloud
Strategy
http://t.co/Fa7nxKdA
#clo
H 2
VMware
Fusion
v4.1.3.730298
Mac
OS
X 2 2 0 SAP
Events:
Running
SAP
on
V Mware
Infrastructure 2 2
VMware
Workstation
v8.0.2
Build
591240
Final/RePack
Lite/Unattended
EN-‐RU
(2012)
2 1 1 0 Those
l eap
seconds 2 2
Windows
7
Ultimate
LastOS7
v2
Xtreme
(x64x86)
2011 2 1 1 0 using
the
update
tools
on
a
virtual
machine
with
a
macbok
pro
2 2
Windows
7
x Dark
Deluxe
x 86
3.6
RG
ISOENG
2011 2 1 1 0 100 2 0 0 98
Wolfram
Mathematica
v8.0.4
(Mac
OSX) 2 1 1 0
Xrumer
7.0.12
Elite
and
Hrefer
3.85 2 1 1 0
求助啊,搞了两天了,EASY-‐UI+STRUTS一直没数据。。。。。。大牛们。。。 2 2 0
93 40 14 2 37
13. CAPTURING RELEVANT
40 M Conversations CONVERSATIONS
SEARCHING FOR WORDS LIKE:
Pickle
Full
Pickles
Dataset
Gherkin
Claussen
Clausen
Vlasic
Vlassic
Bubbies
Filtering Process
BaTempte
Pickled cucumber
FILTERING OUT NON-RELEVANT
CONTEXTS LIKE:
in a pickle
44,773 Pickle Mr. Pickles
Conversations
In a real pickle
spam and advertising
Pickle-Talk
NOTE: These are only portions of
the strings used.
14. FILTERING AND PAIRING AN ACTUAL BOOLEAN STRING, FOR CANON CAMERAS
((("Canon" OR canons) AND (camera OR cameras OR "point and shoot" OR "slr" OR "dslr"
OR mirrorless OR cam OR cams)) OR ((A1100 AND (Canon OR Canons OR camera OR
cameras)) OR A1100IS) OR ((A3000 AND (Canon OR Canons OR camera OR cameras))
returns will include “bacon”
AND and “cholesterol” OR A3000IS) OR ((A3100 AND (Canon OR Canons OR camera OR cameras)) OR A3100IS)
OR (A480 AND (Canon OR Canons OR camera OR cameras)) OR (A490 AND (Canon OR
Canons OR camera OR cameras)) OR (A495 AND (Canon OR Canons OR camera OR
cameras)) OR (D10 AND (Canon OR Canons OR camera OR cameras)) OR (G11 AND
(Canon OR Canons OR camera OR cameras)) OR (G12 AND (Canon OR Canons OR
bacon cholesterol camera OR cameras)) OR ("PowerShot" OR "powershots" OR "power shot" OR "power
shots") OR (S90 AND (Canon OR Canons OR camera OR cameras)) OR (S95 AND (Canon
OR Canons OR camera OR cameras)) OR ((SD1200 AND (Canon OR Canons OR camera
OR cameras)) OR "SD1200IS" OR ("sd 1200" AND (Canon OR Canons OR camera OR
cameras)) OR "sd 1200IS") OR (("SD1300" AND (Canon OR Canons OR camera OR
cameras)) OR "SD1300IS" OR ("sd 1300" AND (Canon OR Canons OR camera OR
cameras)) OR "sd 1300IS") OR ((SD1400 AND (Canon OR Canons OR camera OR
cameras)) OR "sd1400IS" OR ("sd 1400" AND (Canon OR Canons OR camera OR cameras))
OR "sd 1400IS") OR (("SD3500" AND (Canon OR Canons OR camera OR cameras)) OR
returns will include either
OR “bacon” or “sausage”
"sd3500 IS" OR ("sd 3500" AND (Canon OR Canons OR camera OR cameras)) OR "sd
3500IS") OR ((SD4000 AND (Canon OR Canons OR camera OR cameras)) OR "SD4000 IS"
OR "sd 4000 is" OR ("sd 4000" AND (Canon OR Canons OR camera OR cameras))) OR
("SD4500IS" OR (SD4500 AND (Canon OR Canons OR camera OR cameras)) OR ("sd 4500"
AND (Canon OR Canons OR camera OR cameras)) OR "sd 4500is") OR (("SD780" AND
bacon sausage (Canon OR Canons OR camera OR cameras)) OR "sd780IS" OR "sd 780IS" OR ("sd 780" AND
(Canon OR Canons OR camera OR cameras))) OR (("SD940" AND (Canon OR Canons OR
camera OR cameras)) OR "sd940IS" OR ("sd 940" AND (Canon OR Canons OR camera OR
cameras)) OR "sd 940is") OR ((SD960 AND (Canon OR Canons OR camera OR cameras))
OR "sd960IS" OR ("sd 960" AND (Canon OR Canons OR camera OR cameras)) OR "sd
960IS") OR (("SD980" AND (Canon OR Canons OR camera OR cameras)) OR "SD980 IS" OR
("sd 980" AND (Canon OR Canons OR camera OR cameras)) OR "sd 980IS") OR ((sx120
AND (Canon OR Canons OR camera OR cameras)) OR "sx120is") OR (("SX130" AND
(Canon OR Canons OR camera OR cameras)) OR sx130is) OR (("SX20" AND (Canon OR
AND returns will include Canons OR camera OR cameras)) OR sx20is) OR (("SX200" AND (Canon OR Canons OR
camera OR cameras)) OR sx200is) OR (("SX210" AND (Canon OR Canons OR camera OR
NOT “bacon” but not “kevin” cameras)) OR "sx210is") OR (("SX30" AND (Canon OR Canons OR camera OR cameras))
OR SX30IS) OR((Rebel OR Rebels) AND (EOS OR Canon OR Canons)) OR (t1i OR t1ief OR
t1iefs) OR (t2i OR "t2ief" OR t2iefs) OR ("rebel x") OR ("Rebel XS") OR (EOS OR EOSs) OR
bacon kevin ("EOS 1D" OR (Canon AND 1D)) OR ("EOS-1Ds" OR (Canon AND 1Ds)) OR ("EOS-50D" OR
(Canon AND 50D)) OR ("EOS-5D" OR (Canon AND 5D) OR 5D2) OR ("EOS-60D" OR (Canon
AND 60D)) OR ("EOS-7D" OR (Canon AND 7D) OR 7D2))
15. NET POSITIVE
SENTIMENT
Bacon
20%
Video Game Consoles
Hybrid Cars
Automotive
10%
Airlines
Insurance
Neutral
Cell Carriers
Financial Services
Gas Companies
NET NEGATIVE
SENTIMENT
16.
Visa
was
a
prominent
sponsor
of
the
2008
Olympics
with
its
“Go
World”
campaign.
Unfortunately,
a
third
party
brand
monitoring
company
hired
to
gauge
results
of
the
campaign
reported
plumme2ng
brand
sen2ment.
Visa’s
agency
asked
us
for
a
second
opinion.
We
found
225
non-‐brand
linguis2c
excep2ons
to
the
word
“visa”.
(H-‐1B,
issued
visa,
issuing
visa,
etc).
Carefully
stripping
out
these
false
posi2ves
showed
that
Visa’s
sen2ment
actually
rose
during
the
Olympics.
“Visa has these new Olympic commercials I really like. Morgan Freeman is
the narrator and when has he not brought 100 % class to something? Plus,
the stories range from gold medal wins to people with good losing attitudes
and are quite inspirational.”
18. Challenge
Pickle Brand X had no money
for big media they needed
social to work hard
MQ Approach
We used linguistic correlations
to understand what pickle
lovers where most passionate
about.
Action
- Identified all sorts of new
ways to market,
merchandise and
innovate in the category
- Brand X growth beat both
the category and the
competition, growing 0.4
share points (while the
leading competitor lost
0.8).
20. Learn Management’s Goals and
Hypotheses
Research Millions of
Reiterate and Retest With
Conversations
Saved Data
Generate Insights, Ideas, Trends,
Metrics, Implications
Kickoff Data Harvest Data Analysis Final Report Follow-Ups
22. IT’S TIME TO LOOK BEYOND MEASURMENT AND START UNDERSTANDING
If brands want to connect with the consumer they must dig deeper
Marketing Sales
Problems
25. Challenge
Ram had a great product but
poor sales
MQ Approach
We used archetypal analysis
to identify category
positioning and opportunities
Action
- Repositioned Ram against
the rebel archetype
- 12 months later Ram was
the fastest selling vehicle in
the US
28. Great social media researchers have specific skills… but research
departments can help foster the right priorities as well.
BALANCE
OF
LOGIC
&
INTUITION
PATTERN
RECOGNITION
CREATIVE
EXPERIMENT
DESIGN
PERSISTENCE
&
STUBBORNNESS
29. Neil
Beam
Director
of
Client
Rela2ons
nbeam@mo2vequest.com
573-‐489-‐3363
@neilbeam