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Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola Twitter: @fco24 www.frankcotignola.com
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Social Media Listening Defined
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Understanding Consumers 1.Social media conversations 2.Search behavior
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What It Isnt (But What It May Lead To)
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Asking
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Listen to What Customers Are Saying Does Your Brand Fit Into The Conversation?
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Putting Theory Into Practice
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Chocolate
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Chocolate Searches Peak During Valentines Day, Christmas Source: Google Insights for Search
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Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Insights for Search
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There Have Been More Than 17 Million Chocolate Conversations Over the Past Year, With the Peak at Valentines Day Number of conversations by month Valentines Day Peak Positive/negative sentiment Source: NetBase 52 weeks ending September 1, 2012
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Cake/Chocolate Cake & Hot Chocolate Are the 2 Most Popular Chocolate Topics Discussed Source: NetBase 52 weeks ending September 1, 2012 Share of top 50 mentions when chocolate is discussed
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CakeDark Chocolate Source: NetBase 52 weeks ending September 1, 2012 Dark Chocolate Is Good for You & Reduces Stress, While Chocolate Cake Helps You Lose Weight!
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Increased Interest in Dark Chocolate (via Search) Source: Google Insights for Search
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Dark Chocolate Benefits, Recipes Are Top Searches, Taste Is an Issue Source: Google Insights for Search, NetBase 52 weeks ending September 1, 2012
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Dark Chocolate Likes: Health Benefits Dark Chocolate Dislikes: Taste Source: NetBase 52 weeks ending September 1, 2012
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Chocolate Searches peak during Christmas, Valentines Day Cakes, cookies, recipes most searched Conversations peak during Valentines Day (roughly 17 million / year) No one topic dominates chocolate conversations However, hot chocolate, cookies, cakes, dark chocolate popular Dark chocolate discussions center around health benefits, taste an issue
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Forecasting the Economy
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Where Is the Economy Discussed? Source: NetBase 52 weeks ending July 5, 2012
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The Number of Conversations About the Economy Has Increased Since April: Negative Comments Outnumber Positive Number of conversations by month discussing the economy Increase since April 2012 Positive/negative sentiment about the economy Source: NetBase 52 weeks ending September 1, 2012
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The Economy Is Being Destroyed Positive vs. Negative Behaviors About the Economy Source: NetBase 52 weeks ending September 1, 2012
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Unemployment Gas prices Using Social Media to Assess the Economy Comments, Negative Buzz Lower Than YAG # of CommentsPositive Sentiment Negative Sentiment Source: NetBase 52 weeks ending September 1, 2012
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Source: Google Insights for Search, Wolfram Alpha Unemployment Searches Have Shown An Uptick Recently #13 (Rank) #9 #1 #32 #27 #5 #22 #14 #19 #41
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Gluten Free
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Gluten Free Likes: Taste / Dislikes: Expense, Taste Gluten free Likes Gluten free Dislikes Source: NetBase Insight Workbench 52 weeks ending August 2011
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Gluten Free Top Searches: Recipes Source: Google Insights for Search
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Taste (Likes) Taste (Dislikes) Gluten Free Taste Is Polarizing Source: NetBase Insight Workbench 52 weeks ending August 2011
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Hot Peppers
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Hot Peppers Summer Conversation Spikes, 3:1 Positive Source: NetBase Insight Composer 52 weeks ending June 8, 2012
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Hot Peppers Strong & Delicious Source: NetBase Insight Composer 52 weeks ending June 8, 2012
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Hot Peppers Strong, Positive Emotions Source: NetBase Insight Composer 52 weeks ending June 6, 2012
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Hot Peppers North America, Summer Months Dominate Search Source: Google Insights for Search
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Hot Peppers: How Can I Use Them? Source: Google Insights for Search
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In the End… Social media can provide insights on their own They can also enhance asking research
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Thank you! Frank Cotignola @fco24 www.frankcotignola.com
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