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Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Springboarding	from	Social	
Listening	to	Social	Intelligence	
Douwe	Rademaker
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Marketers	now	have	
unprecedented	
access	to	consumer‘s	
organic,	unfiltered,	
unsolicited	feelings
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
The	struggle	lies	in	making	
sense	of	all	the	social	data
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Proven	frameworks	help	us	
uncover	deeper	insights
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
SOCIAL	DATA				CAN	HELP	CREATE	A		
DYNAMIC	MARKET	STRUCTURE	
AND	BRAND	EQUITY			SCORE	
SOCIAL	DATA	
MARKET	STRUCTURE	
BRAND	EQUITY
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
In	2015,	Volkswagen	was	tangled	
in	an	emissions	scandal…	
	
A<er	EPA	Tes@ng	found	emissions	much	lower	
during	standard	tes@ng	than	during	on-road	
performance,	Volkswagen	eventually	admiFed	
that	11	million	of	its	vehicles	were	equipped	with		
SOFTWARE	USED	TO	CHEAT	ON	EMISSIONS	TESTS.
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
…resulVng	in	a	backlash	
across	media	plaWorms	
NEWS	REPORTS	 SATIRE	 INTERNET	MEMES
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
We	looked	at	the	VW	image	
before	and	aXer	the	scandal
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Being	menVoned	with	other	
brands	infers	a	relaVonship
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
(PRE-SCANDAL)		
VW	BRIDGES	GAP	
BETWEEN	US	AND	EURO	
BRANDS	AND	COMPETES	
WITH	PREMIUM	US	
BRANDS
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
(POST-SCANDAL)		
VW	STRONGER	POSITIONED	
WITH	EURO	BRANDS	AND	
LOSING	CONNECTION	TO	US	
BRANDS	(AND	CONSUMERS)
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
SCANDAL	RESULTED	IN	A	
MORE	NEGATIVE	BRAND	
ASSOCIATION	NETWORK,	
EXPACTATION	IS	THAT	IT	
WILL	BE	SHORT-LIVED
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
PRE-SCANDAL	 POST-SCANDAL	
CHANGES	IN	A	BRANDS	
ASSOCIATIVE	NETWORK	
IMPACTS	ITS	‘BRAND	
DENSITY	SCORE’	
85	
50	
48	
1O0	
78	
55	
52	
105	
PRELIMINARY	ANALYSIS
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Social	findings	were	consistent	
with	in-market	impact	
Source:	autoguide.com	“how-much-has-dieselgate-affected-vw-sales”	
FINDINGS
•  Spike	in	VW	men@ons	and	nega@ve	
sen@ment	post-scandal	
•  Frequency	of	men@ons	returns	to	
normal	levels	rela@vely	quickly	
•  Impact	of	VW’s	posi@on	in	market	
appears	to	be	minor	
MARKET
IMPACT
•  Sales	declines	related	to	affected	
diesel	models	VW	stopped	selling	
•  Perceived	to	be	impossible	that	VW	
could	s@ll	be	chea@ng		
•  Rebates	and	strong	reputa@on	
helped	weather	the	storm
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
FOUR	BENEFITS	
ON-DEMAND	
CAN	BE	DONE	ANY	TIME,	DON’T	NEED	A	SURVEY	1
2
3
4
UNLIMITED	SCOPE	
NO	LIMITS	ON	NUMBER	OF	BRANDS	–	FROM	10	TO	1000+	
FULLY	FLEXIBLE	
ZOOM-IN	OR	ZOOM-OUT	ON	MARKET/COMPETITIVE	SET	
TIME	PERIOD	ANALYSIS	
UNDERSTAND	TRENDS	OR	IMPACT	OF	SPECIFIC	EVENTS
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
IN	SUMMARY	
SOCIAL	DATA	PROVIDES		ACCESS	
TO	ORGANIC	CONSUMER	DATA	
PROVEN	FRAMEWORKS	ESSENTIAL	IN	
MOVING	FROM	DATA	TO	
INTELLIGENCE	
TRUE	FORESIGHTS	COME	FROM	
INTEGRATION	OF	SOCIAL	
INTELLIGENCE	WITH	OTHER	INSIGHTS
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Thank	You!	
	
	
	
	
Douwe.Rademaker@Ipsos.com	
www.Ipsos.com
Springboarding	from	Social	Listening	to	Social	Intelligence	
Douwe	Rademaker,	Ipsos	
Festival of
#NewMR 2017
	
	
Q	&	A	
Andrew	Jeavons	
Mass	Cogni@on	
Douwe	Rademaker	
Ipsos

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