Integrating Social Media Insights to drive growth

Transcription

1 Integrating to drive growth

2 Contents 1 Why social media matters 3 2 Finding insights from social media 8 3 TNS 13 4 Integrating 22 5 Case study: Driving growth by maximising online sales channels 26 6 Why TNS 33 2

3 1 Why social media matters

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 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 Source: TNS Digital Life 2011, base global online population 4

5 Social media has accelerated the speed and reach of word of mouth United Airlines breaks guitars over 12m You Tube views Network outages cause a Twitter storm but O2 recover the situation Ford Fiesta agents launched the new car model. 60% nameplate awareness before one traditional ad ran 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 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. 7

8 2 Finding insights from social media

9 We need to listen to genuine consumer conversations Competitor brands Own brand/category What do consumers talk about? Does the buzz change over time? How does this impact my business? Where do they talk? Why do they talk? How do they talk (sentiment)? 9

10 But finding meaningful insights in the ocean of social media buzz can be a challenge Too much information; what is relevant and what if I don t find anything? What does it really mean? How can I best use it? What should I do? 10

11 So, a focused approach is needed Hypothesis driven Focus on product, brand or industry A A A A A A Confirm or disprove your hypotheses Identify relevant consumer topics, opinion and motivations Listen 11

12 To answer a multitude of questions Consumer understanding Brand protection and reputation management Insights and idea generation Competitor intelligence Brand and communications evaluation Product launch management Early warning system Growing customer relationships Issue management and trend scouting Employer reputation management 12

13 3 TNS

14 Our unique approach: finding meaningful insights to build the big picture and drive growth Social Media expertise Social Media Insights Category & market expertise Data integration 14

15 We use the right tools and identify the insights freeing your resources Free tools Licensed tools Licensed tools and consultancy Full service agency e.g. Technorati, Socialmention, Google e.g. Alterian SM2, Visible e.g. Alterian SM2 or Visible with TNS TNS TNS Low External budget High High Internal resource and know how Low 15

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 Define necessary actions resulting from insights, inform implementation strategy and outline next steps 16

17 Insightful results are gained in a three step process 1 Find relevant messages 2 Store, check, clean, analyse, classify text found Opinion portals Social networks Online news Forum 3 Report and understand, actionable insights and present recommendations Blogs Twitter Internet Social bookmarks 17

18 Search terms are adjusted in a multi-step process to find the right insights Target group Industry, market Competitors Brand 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 18

19 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 Automated coding TNS manual coding Negative Positive Neutral 19

20 The frequency of listening depends on your needs Snapshot Continuous Tracking Analysis of conversations over a fixed period of time - typically results for several months to balance seasonality Real-time analysis over the medium or long-term, results reflect buzz over time Provides an overview of current social media 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 Provides continuous tracking of marketing activities etc. Important early warning system Input for customer service management Strongly recommended for brands with continuously high 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 to guarantee correct understanding Meaningful dashboards Actionable summary reports 21

22 4 Integrating

23 Our experts understand the broader context and how to integrate social media Stakeholder Management Brand & Communication Retail & Shopper Innovation & Product Development 23

24 Example: an integrated approach to online reputation management Published (online) Corporate reputation, opinion and issues drivers and impact Identify Evaluate Manage (Digital) channels for communications TRI*M Corporate Reputation TNS Digital Life 24

25 should inform social media marketing strategy 1. Social media snapshot & assets 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 Development/adjustment of social media strategy Check to what extent objectives have been achieved (including all departments involved) Social media optimisation circuit Which departments are engaged in social media Target groups (what proportion of customers can/will be reached?) Social media objectives, definition of KPIs - snapshot or continuous tracking Link social media data and other available market research insights Check of performance on KPIs 4. Implementation and use 3. Comprehensive analysis of social media and other research data 25

26 5 Case study: Driving growth by maximising online sales 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? 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. 27

28 Tracking the volume of conversations and key triggers st July 2010: Amazon.de launches grocery sales Floating average of posts decreases after launch peak

29 And where the conversations happen Online press Blog Message board/forum Microblog Wiki Social network Video/photo sharing 29

30 Interpreting the important topics 30

31 And how people really feel about each topic Manual coding guarantees we correctly understand messages and sentiment "I really like the broad range from diverse companies on the internet New: Amazon now sells food and thus ruins the last corner stores! Finally! I don t need to leave my house anymore! 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 You can t be spontaneous! I want to cook NOW but my tomatoes will be delivered tomorrow?! Amazon started selling food! Very negative Negative Neutral Positive Very positive 31

32 Understanding pros and cons discussed by consumers Pros Cons 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 queues Creates new jobs May help reduce environmental pollution by delivering to several households at once No experience of freshness (touch, smell, feel) Delivery time Delivery times may be problematic Fresh food may spoil Delivery cost 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 32

33 6 Why TNS

34 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 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

35 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. 35

36 Precise plans for growth We never leave you with insights alone 36