Understanding How to Use Social Insights Predictively Using Social Media and Search To Unlock Insi ghts Frank Cotignola Frank Cotignola

Defining Social Media Listening

How to Understand Consumers Via 1. Social Media Conversations 2. Search Behavior 3. Integration With Other Data

What Is the Usual Social Media Listening Path? 4

We Listen Only For Brands 5

Why Is This An Issue? According to past studies, most conversations (approximately 90%) don’t involve brands If you are listening only for your brand, you are missing out on most of the richness and opportunity that social media listening provides 6

What Should We Be Doing? Listen for conversations around brands (categories, times of day, etc.) Then see where your brand fits into the conversation 7

The Many Benefits of Listening Unedited conversations Ability to trend Huge sample sizes Infinite number of topics 24/7 opinions Global reach Source: eMarketer 8

9 What’s Possible Using Social Media Listening? 9

10 Things to Consider Inertia and the “Threat of the New” Are These Really My Consumers? Tell Me the Demographics Who Has Time To Read All Of This? “What Does This Tell Me That I Don’t Already Know?” 10

11 Start By Looking At Examples 11

Still Pretty Bad Positive vs. negative behaviors about the economy Source: NetBase 52 Weeks Ending September 1, 2012

Improving Sentiment, But Still Negative Top Sources of Buzz 14 Source: NetBase January 3, 2013,

Mixed Messages Source: NetBase January 3, 2013, 15

While Government Dominates, Still a Job/Taxes Focus 16 Source: NetBase January 3, 2013,

Joy Extremely Positive Sentiment, 300k Discussions Per Month 18 Number of Mentions May 2012-May 2013Net Sentiment May 2012-May 2013 Source: NetBase 52 w/e 5/12/13

What’s Discussed When “Joy” Is Mentioned 19 Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

Joy Likes and Dislikes 20 Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions Share of Likes May 2012-May 2013 Share of Dislikes May 2012-May 2013

Where Is “Joy” Discussed? 21 Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

Females Dominate “Joy” Conversations 22 Source: NetBase 52 w/e 5/12/13 Based on 14 million mentions

“Joy” Searches Peak During December Holidays 23 Source: Google Trends

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Chocolate Searches: Rising, Holiday Peaks Source: Google Trends 26

Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Trends 27

Chocolate conversations: increase from Halloween through peak of Valentine’s Day Number of Conversations By Month Positive/Negative Sentiment Source: NetBase Insight Composer 52 w/e

Time of day not a factor in top Chocolate conversations Share of Top 100 Chocolate Mentions Source: NetBase Insight Composer 52 w/e

Even when you focus on “chocolate” and “morning,” chocolate only represents less than 10% of the top 100 conversations Share of Top 100 Chocolate/ Morning Mentions Source: NetBase Insight Composer 52 w/e

“Not eat” almost as large as “eat” Source: NetBase Insight Composer 52 w/e

Chocolate on Pinterest Candy, Cakes, and Keyboards Source: Pinterest, “Chocolate” 32

Cholesterol 33

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CHOLESTEROL Despite nuts’ benefits, 28 other words are mentioned more frequently Source: NetBase Insight Workbench 52 w/e August 2011 “Nut” is #29

“Nut” Mentions, Cholesterol Conversations CHOLESTEROL While th e word on nuts is getting out, there aren’t enough conversations Source: NetBase Insight Workbench 52 w/e August

IN THE END… … Interpretation and Judgment …Listening can both enhance (and substitute for) asking 37

Thank you! Frank 38