This document discusses the rationale for organizations like UNICEF to listen to social media. It outlines two views of how organizations can manage by listening to naturally occurring signals from rich, dynamic data sources. Listening provides competitive advantages by helping focus on the right information, extract relevant signals rapidly, and adapt organizational behavior accordingly. The document also provides examples of how major brands use social media listening to achieve marketing objectives like understanding mindsets, discovering customers, improving products and increasing sales. It describes common types of listening research and tools used, and stresses the importance of analysis strategy, triangulation of data sources, and storytelling to apply findings effectively.

1. July 26, 2012
Listening to Social Media
Rationale and Relevant Cases for Unicef
Presented to: UN Global Pulse/Unicef
Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The
Advertising Research Foundation
Email: srappaport@thearf.org
Phone: +1 646-465-5783

2. 2 Views of Managing Organizations
2

3. Gain Competitive Edge through Listening
The ability to capture, interpret and act upon signals
from rich and dynamic data
The study of naturally occurring signals
words, behaviors and emotions
To bring the voice of people’s lives into the organization

4. Advantage therefore accrues to companies that
can focus on the right information, extract the
relevant signals, process them rapidly, and
modulate their organization’s
behavior accordingly.

5. Brands Use Listening to Achieve Many
Standard Marketing Objectives
» Understand mindsets » Rebrand or reposition
» Discover new customers » Address public issues
» New product development » Manage reputation
» Shape and sharpen messaging » Provide customer care
» Improve existing products » Increase loyalty and customer
value
» Increase Sales
» Gauge effectiveness
5

6. Major Types of Listening Research
Type Typical Uses Some
Provders
Social »Deep understanding of environment Lexalytics,
Research Clarabridge,
»Consumer insight SAS, IBM,
H Converseon,
»Brand/consumer relationship H
NM Incite
i i
»Marketing, media, advertising implications
g g
h Social »Tracking brand and competitor mentions Brandwatch,
e Media Netbase, h
Monitoring »Customer service outreach Sysomos, e
r
Radian 6 r
»Sentiment
V
a »PR C
l o
»Social media campaign metrics (basic)
u s
e Search- »Quick reads on a wide variety of topics Google t
based Insights,
»Alerting Google
Alerts

7. Sharpen T Mhe essages You Put Out:
Gillette Fusion
Great first year sales … replacements, not so
Changed messaging … due to listening

8. Troubleshoot and F P
ix rogram Problems
Put product in an online community to stimulate trial and
usage, and feedback
Discovered problems … Findability, Bad Flavor
Discovered opportunities … Larger package size
Responded by … Standardizing location in supermarket,
pulling bad flavor, offering bigger size to feed families
Considered to be the most successful launch in Heinz history

9. Final Thoughts
» Know why you’re listening … and what you want to learn.
» Many tech solutions … many promises
» Analytic strategy is key … use questions to guide your analysis
» Get many viewpoints on your findings
» Use several data sources … triangulate … for confidence
» Tell stories that bring your findings to life
»

10. July 26, 2012
Listening to Social Media
Rationale and Relevant Cases for Unicef
Presented to: UN Global Pulse/Unicef
Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The
Advertising Research Foundation
Email: srappaport@thearf.org
Phone: +1 646-465-5783