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Listening for Insights: The Power of Social Media Listening - StampedeCon 2012
- 1. Listening For Insights The Power of Social Media Listening Frank Cotignola Twitter: @fco24
- 2. What Is Social Media Listening?
- 3. Using Social Media Conversations and Search to Understand Consumer Behavior
- 4. What It Isn’t….
- 5. Asking
- 6. Listen to What Consumers Are Saying Then See Where Your Brand Fits Into the Conversation
- 7. I Won’t Do It Because It’s…. Not Representative Missing Demographics Not My Consumers Too Much to Read Time Consuming Not What I’m Used To 7
- 8. Show Value Through Examples 8
- 9. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT GAS PRICES Source: Wolfram Alpha h1p://www.wolframalpha.com/
- 10. Using social media to assess the economy Comments, negative buzz lower than YAG Gas Prices Unemployment # of Comments Posi8ve Sen8ment Nega8ve Sen8ment Food Prices Source: NetBase 52 Weeks Ending July 5, 2012
- 11. Has the economy improved since last year? PosiBves 2H 2011 NegaBves ~90,000 1H 2012 ~19,000 Source: NetBase 52 Weeks Ending July 5, 2012
- 12. Where are people talking about the Economy? Source: NetBase 52 Weeks Ending July 5, 2012
- 13. Unemployment searches have shown an uptick recently #13 (Actual Unemployment Rank) #9 #1 #32 #27 #5 #22 #14 #19 #41 Source: Google Insights for Search, Wolfram Alpha
- 14. Dessert recipe searches Peak during Christmas, increasing since 2009 Source: Google Insights for Search
- 15. Dessert recipes on Pinterest Source: Pinterest, “Dessert Recipes”
- 16. Desert Recipe conversations peak around Christmas, most are positive Number of Conversations By Month Positive/Negative Sentiment 5000 600 Nega8ve 4500 Count 500 4000 Posi8ve Count 3500 400 3000 2500 300 Christmas Peak 2000 200 1500 1000 100 500 0 0 Source: NetBase 52 Weeks Ending July 5, 2012
- 17. Strong positive emotions, likes expressed for dessert recipes Likes vs. Dislikes Positive vs. Negative Emotions Source: NetBase 52 Weeks Ending July 5, 2012
- 18. What are people saying online about “dessert recipes?” Source: NetBase 52 Weeks Ending July 5, 2012
- 19. Is there any overlap between dessert and cookies on Twitter? 103/day 72/day Source: Twi1erVenn
- 20. Snacking conversations Majority female, brands not mentioned Source: NetBase 52 Weeks Ending July 5, 2012
- 21. “Need” is the top snacking behavior Source: NetBase 52 Weeks Ending July 5, 2012
- 22. Little overlap on Twitter between “cookies,” “snacks,” and “snacking” Source: Twi1erVenn
- 23. “Snacks” ≠”Cookies” ≠brand mentions Source: Social Men8on
- 24. Hot Peppers
- 25. Hot Peppers Summer Conversation Spikes, 3:1 Positive Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 26. Hot Peppers Strong and Delicious Hot Peppers Likes vs Dislikes burn up stomach bug discomfort cause extreme irritation warmth look spicy delicious kick fresh -80 -60 -40 -20 0 20 40 60 80 100 Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 27. Hot Peppers Strong Positive Emotions Hot Peppers Positive vs. Negative Emotions not like hate not good no fan not want favorite great good like love -‐200 0 200 400 600 800 1000 1200 Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 28. Hot Peppers North America, Summer Months Dominate Search Source: Google Insights For Search
- 29. Hot Peppers How Can I Use Them? Source: Google Insights For Search
- 30. IN THE END… Interpretation and Judgment
- 31. Thank you! Frank Co8gnola @fco24 www.frankco8gnola.com
