InnoCos Conference: Chairman's Opening
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This document discusses listening to consumers through social media research. It highlights various social media platforms that can be used to listen, as well as qualitative and quantitative research methods. Examples are given showing how brands can monitor sentiment about their products on social media and craft strategies based on consumer insights. The importance of listening to consumers and taking action in response is emphasized throughout.
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InnoCos Conference: Chairman's Opening
- 1. expect great answers InnoCos 2012: Day 2 Listen to your consumers @skimgroup @sssourabh Sourabh Sharma | SKIM #innocos
- 2. … and much more
- 3. Blog Photo • Sssourabh.com • Tumblr • Facebook Page • Flickr • Instagr.am Professional • Pinterest • LinkedIn • Gentlemint • Carbonmade Portfolio • Dudepins Social Ideas • Facebook • Formspring • Twitter • Stumbleupon • Google+ • Lookbook 3
- 4. Watch Communicate Listen 4
- 5. Choice modeling Ethnography Focus group In depth interview Social Media Research Product testing Quantitative surveys Qualitative interviews Listen 5
- 6. 90%of people trust online peer recommendations 14% trust advertisements 6
- 7. Craft a Monitor and strategy based assess your on your brand consumers Listen 7
- 8. Monitor and assess your brand 8
- 10. 10
- 11. “Is this ad “Won’t be using Nivea offensive to aftershave anymore. anyone else Let’s see how they do out there?” WITHOUT my UN- CIVILED DOLLARS” “The ad has to be trashed. I’m not buying a NIVEA product as long as this terrible ad is on the air.” 11
- 12. August 18th: August 19th: Launch ad Nivea issues apology 12
- 13. What does social media show us? Short Strong brand Power of an attention activities by Strong apology? span of marketing brand? consumers? team? 13
- 14. Craft a strategy based on your consumers 14
- 15. 15
- 16. Toblerone Butterfinger Increasing Passion KitKat Hershey's Twix Snickers Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme 16
- 17. 55 Christmas Valentines 50 Halloween 45 40 % Positive 35 30 25 20 Time Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 17
- 18. Functional elements Hersheys Snickers Toblerone Twix Kitkat Butterfinger Taste (Savor) Increasing importance New Looks Good (Sight) Strength Not too sweet Neutral Sound Weakness Price No mentions Feels Good (Sensation) Different Scent Increasing volume of conversation 18
- 19. They purchase it in grocery or Their children mass retailers eat it in school It is mainly eaten by their They talk men or their mostly on blogs children Young and middle (US) They eat it at home aged women talk about on holidays and other occasions 19
- 20. Go beyond social media listening… take action What triggers consumers? Campaign Uncover Product Concept material ideas for the development generation next ideas innovation Market needs Campaign effectiveness 20
- 21. Watch Communicate Listen 21
- 22. expect great answers @skimgroup @sssourabh #innocos 22