Tns social media insights for growth
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Social Media has a strong influence on consumer behaviour and brand commitment. It is part of a new “word of mouth” culture where recommendations are not only given and received amongst family and friends - but amongst a much wider audience. New business models such as group buying, move far beyond a recommendation to an immediate call to action from friends. Consumers are now used to read other peoples’ comments and that influence their purchase decisions. There are also many consumers who write comments and want to influence companies in doing so. The consumer wants to be heard and enter into a dialog with companies as opposed to the former one-way communication. These trends show the importance of social media conversation and suggests that social media will gain even more importance in the future than it already does. TNS supports Clients in finiding new insights for Growth
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Tns social media insights for growth
- 1. Integrating Social Media Insights to drive growth Social Media Insights © TNS
- 2. Contents 1 Why social media matters 3 2 Finding insights from social media 8 3 TNS Social Media Insights 13 6 Why TNS 33 Social Media Insights © TNS TNS Social Media Insights 13 4 Integrating Social Media Insights 22 5 Case study: Driving growth by maximising online sales channels 26 2
- 3. 1 Why social media matters Social Media Insights © TNS
- 4. Social media has a strong influence on consumer behaviour and brand commitment 47% of online consumers write comments about products or brands 72% of online consumers read comments about products or brands Social Media Insights © TNS 4 Source: TNS Digital Life 2011, base global online population 29% agree that posting comments online is an effective way to influence companies 46% agree that reading comments by other people helps them make quick and easy decisions about products or brands
- 5. Ford Fiesta agents launched the new car model. United Airlines breaks guitars over 12m You Tube views Network outages cause a Twitter storm but O2 recover Social media has accelerated the speed and reach of word of mouth Social Media Insights © TNS the new car model. 60% nameplate awareness before one traditional ad ran over 12m You Tube views Twitter storm but O2 recover the situation 5
- 6. Social media influences growth Understanding how people talk online about companies, brands, products and services helps you drive growth by: 1. Building customer loyalty and improving online reputation by understanding people and the issues they have 2. Winning new customers by understanding consumer language and relevant topics in Social Media Insights © TNS consumer language and relevant topics in the consumer journey 3. Launching successful new products and services - generating insights through discussion of unmet needs 6
- 7. Stan Stanunathan VP, Marketing Insights and Strategy, Coca-Cola “Listening is a business imperative.. especially in a world of empowered consumers. Brands are (now) getting built in a very different way. Social Media Insights © TNS 7
- 8. 2 Finding insights from social media Social Media Insights © TNS
- 9. How does this impact Does the buzz change over time? Where do they talk? Own brand/category Competitor brands We need to listen to genuine consumer conversations What do consumers talk about? Social Media Insights © TNS this impact my business? Why do they talk? change over time? talk? How do they talk (sentiment)? 9
- 10. But finding meaningful insights in the ocean of social media buzz can be a challenge Social Media Insights © TNS What does it really mean? How can I best use it? What should I do? Too much information; what is relevant and what if I don´t find anything? 10
- 11. So, a focused approach is needed Hypothesis driven Focus on product, brand or industry Social Media Insights © TNS Confirm or disprove your hypotheses Identify relevant consumer topics, opinion and motivations A A A A AA Listen 11
- 12. To answer a multitude of questions Consumer understanding Brand and Brand protection and reputation management Competitor intelligence Product launch management Insights and idea generation Social Media Insights © TNS 12 Brand and communications evaluation Early warning system Issue management and trend scouting Product launch management Growing customer relationships Employer reputation management
- 13. 3 TNS Social Media Insights Social Media Insights © TNS
- 14. Category & market expertise Social Media expertise Social Media Our unique approach: finding meaningful insights to build the big picture and drive growth Social Media Insights © TNS Data integration Social Media Insights 14
- 15. We use the right tools and identify the insights freeing your resources Free tools e.g. Technorati, Socialmention, Google Licensed tools e.g. Alterian SM2, Visible Licensed tools and consultancy e.g. Alterian SM2 or Visible with TNS Full service agency TNS Social Media Insights © TNS 15 LowInternal resource and know howHigh HighExternal budgetLow TNS
- 16. An established approach for success Clear understanding of the business issues through kick-off workshops Precisely define the project objectives, research questions and KPIs Specification of the company processes, i.e. who are the users of Social Media Insights Validate findings for the entire target group with other methodologies Ensure insights are integrated with other information Social Media Insights © TNS Ensure insights are integrated with other information Define necessary actions resulting from insights, inform implementation strategy and outline next steps 16
- 17. Insightful results are gained in a three step process Social networksOpinion portals 3 Report and understand, actionable 2 Store, check, clean, analyse, classify text found 1 Find relevant messages Social Media Insights © TNS 17 Social bookmarks Online news Blogs Forum Internet Twitter 3 Report and understand, actionable insights and present recommendations
- 18. Search terms are adjusted in a multi-step process to find the right insights Brand Competitors Industry, market Target group Social Media Insights © TNS 18 If there are no results on your brand or topic, we use an iterative process to define best search terms across competitors, industry topics or target groups
- 19. 40 24 Precise manual coding guarantees correct sentiment analysis Accurate content analysis requires more than software. Technology evolves daily, but computers will never replace humans when interpreting messages and sentiment. 617 Social Media Insights © TNS 3677 TNS manual coding Automated coding Negative Positive Neutral 19
- 20. The frequency of listening depends on your needs Real-time analysis over the medium or long-term, results reflect buzz over time Provides continuous tracking of marketing activities etc. Important early warning system Analysis of conversations over a fixed period of time - typically results for several months to balance seasonality Provides an overview of current social media buzz Useful post-test on marketing activities or Continuous TrackingSnapshot Social Media Insights © TNS Important early warning system Input for customer service management Strongly recommended for brands with continuously high levels of buzz Useful post-test on marketing activities or launches Recommended as a start point for social media monitoring and for brands with low levels of buzz Start your social media monitoring prior to any social media activity 20
- 21. In a solution customised for your objectives Consultancy to define the objectives, topics, select the right tools and implementation Manual content analysis and data cleaning by our experts guarantees relevance Manual coding ensures accurate sentiment analysis Local native speakers interpret posts Social Media Insights © TNS 21 Local native speakers interpret posts to guarantee correct understanding Meaningful dashboards Actionable summary reports
- 22. 4 Integrating Social Media Insights Social Media Insights © TNS
- 23. Our experts understand the broader context and how to integrate social media Stakeholder Management Brand & Communication Retail & Shopper Innovation & Product Development Social Media Insights © TNS Retail & Shopper Innovation & Product Development 23
- 24. Example: an integrated approach to online reputation management Identify Evaluate Manage (Digital) channels for communications Corporate reputation, drivers and impact Published (online) opinion and issues Social Media Insights © TNS 24 Social Media Insights TRI*M Corporate Reputation TNS Digital Life
- 25. Social Media Insights should inform social media marketing strategy Social Media Insights - snapshotDevelopment/adjustment of Which departments are engaged in social media Target groups (what proportion of customers can/will be reached?) Social media objectives, definition of KPIs 2. Context, strategy and target groups Volume, places and type of ongoing social media discussion about category, product, brand or competitors Existing social media assets Internal media maturity Guidelines 1. Social media snapshot & assets Social media optimisation circuit Social Media Insights © TNS 25 3. Comprehensive analysis of social media and other research data Social Media Insights - snapshot or continuous tracking Link social media data and other available market research insights Check of performance on KPIs Development/adjustment of social media strategy Check to what extent objectives have been achieved (including all departments involved) 4. Implementation and use circuit
- 26. 5 Case study: Driving growth by maximising online sales channels Social Media Insights © TNS channels
- 27. Understanding social media conversations to grow online sales Objectives What are the important topics regarding online grocery purchase being discussed on social media? Where do consumers talk about purchasing day-to-day products? What is the sentiment of the posts? How can these insights help me refine our online grocery commerce strategy? Social Media Insights © TNS 27 KPI’s Pinpoint topics with minimum of 60% positive buzz to develop the online offer. Identify 10 websites with most conversations about online grocery shopping.
- 28. Tracking the volume of conversations and key triggers 400 500 600 700 800 900 Floating average of posts decreases after launch peak 1st July 2010: Amazon.de launches grocery sales Social Media Insights © TNS 28 0 100 200 300
- 29. And where the conversations happen 3000 4000 5000 6000 Social Media Insights © TNS 29 0 1000 2000 Online press Blog Message board/forum Microblog Wiki Social network Video/photo sharing
- 30. Interpreting the important topics Social Media Insights © TNS 30
- 31. And how people really feel about each topic 1 4 28 Manual coding guarantees we correctly understand messages and sentiment And how people really feel about each topic “You can´t be spontaneous! I want to cook NOW but my “New: Amazon now sells food and thus ruins the last corner stores!“ "I really like the broad range from diverse companies on the internet.” “Finally! I don´t need to leave my house anymore! Amazon now sells food! ” Social Media Insights © TNS 5512 Very negative Negative Neutral Positive Very positive I want to cook NOW but my tomatoes will be delivered tomorrow?!” Amazon now sells food! ” “My kids are a pain in the neck in the supermarket! That´s why I buy many things on the internet.” “Amazon started selling food!“ 31
- 32. Understanding pros and cons discussed by consumers Broad range from diverse companies Particularly good for specialty and foreign food Service for seniors and people with limited mobility Time saving and avoiding stress for working people and families No experience of freshness (touch, smell, feel) Delivery time Delivery times may be problematic Fresh food may spoil Delivery cost Little transparency/ not sufficient ConsPros Social Media Insights © TNS 32 working people and families No queues Creates new jobs May help reduce environmental pollution by delivering to several households at once Little transparency/ not sufficient information on products Established shops may go broke Difficult to complain or ask questions No spontaneity when cooking Maybe environmental pollution due to large number of delivery trucks Product range currently too limited
- 33. Why TNS ? Integrating social media insights to drive growth For relevant, actionable, business focused results we: Ensure we understand your business issues and the questions you need to address Find the right conversations by using the right approaches, meticulously; checking and cleaning search terms, reading original posts and adding new topics Manually code sentiment analysis to guarantee the right interpretation Social Media Insights © TNS 33 Our experts interpret social media insights in the context of your business issues and integrate them with other insight platforms to deliver actionable recommendations Offer implementation workshops to build actionable strategies Run social media projects worldwide with local market and category experts and tools
- 34. What our clients say Large German bank “Through the social media monitoring project we identified a security issue. The data enabled our PR department to address this issue quickly and thus we avoided damage to the brand´s reputation.” Social Media Insights © TNS 34 reputation.”
- 35. Precise plans for growth – We never leave you with insights alone Social Media Insights © TNS 35
- 36. To get further info, please contact Cristina Colombo - Stakholder Practice Head cristina.colombo@tnsglobal.com Social Media Insights © TNS 36 cristina.colombo@tnsglobal.com 11/3 Via Bolama, – 20126 Milano 18, Corso Vitt. Emanuele II, – 00186 Roma - Tel. +39.02.27.07.21 (central. unif.) – tns.italia@tnsglobal.com www.tns-global.com
- 37. Per informazioni: Cristina Colombo - Stakholder Practice Head cristina.colombo@tnsglobal.com Via Bolama, 11/3 – 20126 Milano Corso Vitt. Emanuele II, 18 – 00186 Roma Tel. +39.02.27.07.21 (central. unif.) – tns.italia@tnsglobal.com www.tns-global.com SocialMediaInsights ©TNS TNS – Precision Growth