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Advanced Text Analytics and Strategies That Influence Consumers
WORDSOF WISDOM:
David Richeson
Chief of Digital Innovation & Influence
Marina Maher Communications
M A R I N A M A H E RC O M M U N I C A T I O N S
#SMW2017
Can we use data from social media conversation
to understand how to motivate your audience by
knowing exactly what they crave, fear, hate or
love?
By the end of this session, you’ll understand:
What advanced text analytics is.
How it can improve the way you market your
product, service or idea.
How you might apply these principles to drive
real influence and behavior change.
The next 45 mins (Prepare to nerd out a bit.)
1. The Fundamentals Of Influence
2. Advanced Text Analytics:
The Basics
3. A Look At Two Brands That
Implemented This Strategy
4. Rules Of Thumb
In Short: To Get Person “A” To Think/Do/Say “B”
Our job is to influence people to
take a specific, desired action.
BA
HOW DO WE GET INSIDE THE CIRCLE?
CREATED BRAND CONTENT
CO-CREATED CONTENT
USER-GENERATEDCONTENT
PAID SOCIAL AMPLIFICATION
PAID SEARCH
NATIVE ADVERTISING
EARNEDPLACEMENTS
Target Share of Needs States (based on conversation volume)
General Shampoo User Share of Needs States
Adventure 52%
Fun & Excitement
22%
Self 8%
Fashion 18%
Family & Home Life
34%
Self & Relationships
29%
Health 10%
Beauty 17%
Inspiration Driven Information Driven
Spas
Family
FashionTrends
BeautyTrends
HomeDecor Health & FitnessTravel
OutdoorActivities
DiningOut
Apparel/AccessoriesShopping
Yoga PersonalGroomingLuxury Autos
PersonalTechnology
BestsellerNovels
High Content Engagement
Gardening
Why they’re switching away from our brand.
100 110 120 130 140 150 160 170I don’t believe HE does what it says
I don’t really trust the HE brand
Isn’t the competitor brand better
I always use the highly rated brands
I don’t think the HE scent is that good
I’m looking for something better
I use HE once in a while
It’s not really a brand I care to use
I’m ready for a change
I only buy HE on sale
It’s too expensive
My needs have changed
Dandruff came back
Effectiveness
Still itchy hair
Price
Long-lasting bottle/package
Brand I trust
Scent
Recommended to me
Extra volume
Thicken my hair
Dry scalp
Natural ingredients
Healthier scalp
Long-lasting scent
MEN WOMEN181
171
144
140
138
133
122
121
117
114
114
114
109
109
177
154
148
121
109
139
127
129
130
98
129
120
119
114
Why they’re switching away from our brand.
-How do I get rid of dandruff?
-What are the best products?
3500
3000
2500
2000
1500
1000
500
0
Men Women Men Women Men Women
Research Comparison Purchase Trial Advocacy
Dandruff Shampoo Path to Advocacy, Men vs. Women
3500
3000
2500
2000
1500
1000
500
0
Men Women
3500
3000
2500
2000
1500
1000
500
0
Men Women
3500
3000
2500
2000
1500
1000
500
0
3500
3000
2500
2000
1500
1000
500
0
-Will this replace my regular
shampoo?
-Is it good for anti-itch?
-Do I need to go to a
dermatologist?
-I want to try it first
-This shampoo is expensive
-My dandruff came back
-I hate the scent
-Makes my scalp dry
-I recommend/love the product
-I will always use it
Share of Top Emotions in the Laundry
Conversation, 2015
2%3%5%
8%
11%
18%
22%
31%
Stress
Fear
Satisfaction
Joy
Boredom
Acceptance
Displeasure
Sadness
Acceptance26%
Satisfaction39%
Fear
Joy7%
Unconventional14 %
Fun22%
Emotional Shifts Along YBF
Decision Path or Pods
100%
80%
60%
40%
20%
0%
Problem Recognition InformationSearch
Comparison ofCompetitive Set
Purchase Post-Purchase
Fear
Apprehension
Acceptance
Trust
Surprise
Annoyance
Anger
Anticipation
Joy
The data helps tell us
how to talk in ways that overcome
barriers and even prompt advocacy.
BA
ENGAGEMENTSAMPLIFY
ENDORSEMENTS
For our client’s Olympic program,
we needed to understand the
emotional drivers that could instigate
sharing to dominate the conversation.
Why they shared similar content.
2%3%8%
11%
16%
26%
34%
Thanking my mom/remembering mom
Beauty of perseverance/courage
Made me cry
Provide inspiration to someone else
Reconnecting with a family member
What is the music
Can relate on personal level
Emotions tied to sharing similar content.
300
250
200
150
100
50
0
Be
st
Gre
at
Am
azin
g
Pro
ud
Str
on
g
Go
od
Hard
Alive
Aw
eso
me
Str
on
ge
r
Be
au
tifu
l
Hap
py
Insp
irin
g
Tru
e
Yo
un
g
Irra
tio
nal
To
ug
hlo
ve
Th
an
kfu
l
Excit
ing
Cra
zy
Incre
dib
le
Po
ssib
le
Ind
ep
en
dan
t
Nic
e
Re
al
Sp
ecia
l
Un
co
nd
itio
nal
Co
nfi
de
nt
Wo
nd
erf
ul
Imp
ort
an
t
Pe
rfe
ct
Em
oti
on
al
Co
mp
ass
ion
ate
We also looked at Mother’s Day content.
Thanking Mom
What I am doing with mom on MD
What I am buying mom for MD
Remembering mom
First-time mom acknowledgements/advice
Describing how mom inspired me
Talking about childhood memory
Sharing cartoon/video that mom appreciates
Thanking dad/grandparents
Comparing mom to a celebrity
Sharing famous quote about motherhood
Discussing why mom punished me
We created an emotional connection with our demographic,
introducing them to the video in a meaningful way that
resulted in mass sharing and positive sentiment.
300
250
200
150
100
50
Be
st
Gre
at
Am
azin
g
Pro
ud
Str
on
g
Go
od
Ha
rd
Ali
ve
Aw
eso
me
Str
on
ge
r
Be
au
tifu
l
Ha
pp
y
Insp
irin
g
Tru
e
Yo
un
g
Irra
tio
nal
To
ug
hlo
ve
Th
an
kfu
l
Excit
ing
Cra
zy
Incre
dib
le
Po
ssib
le
Ind
ep
en
dan
t
Nic
e
Re
al
Sp
ecia
l
Un
co
nd
itio
nal
Co
nfi
de
nt
Wo
nd
erf
ul
Imp
ort
an
t
Pe
rfe
ct
Em
oti
on
al
Co
mp
ass
ion
ate
Thank You Mom Conversation Emotions
The content went viral and the client became the top Olympic
sponsor in conversation volume and sentiment at 100 days out,
with a 52% share of voice among global Olympic sponsors.
Olympics Sponsor Conversation Landscape During Sochi
Net Sentiment
Comp
Comp
Comp
Avg
. Daily
Me
ntio
ns
800
700
600
500
400
300
200
100
0
-100
Olympics Sponsor Conversation Landscape,
April 27 - May 10 (11am)
-5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0%
Previous Olympics
Conversation
Sentiment
Ho
urly
Me
ntio
ns
200
150
100
50
0
Comp
Client
Client
Current Olympics
Conversation
Comp Comp Comp Comp
0% 1% 2% 3% 4% 5% 6%
#1 branded conversation in the Olympics conversation (52% share of voice) among all global sponsors
73% more efficient: goal $.15 CPV; we delivered $.04 CPV
406% increase in sentiment
3,621% increase in conversation volume
This technique has yielded
incredible results on other
programs:
Leading Deodorant:
• Content engagement rate average: 15 - 20%
• Increased sales by 20% while blunting growth
of new competitor in the market
Leading Shampoo:
• Content engagement rate average: 14%
• Increased sales by 7%
Comprehending language
yields consistent results.
Start every program with some type of social listening. Keep an
open mind about what you’ll learn- you may find things that are
counterintuitive to what you thought.
Spend 70% of your time listening. 30% talking. Adapt as the
conversation changes. Be willing to change your strategy
accordingly.
Be willing to go outside your social channels to find your
audience - wherever they are.
1. Find me afterwards in the Speaker AMA
Lounge
2. Email me for the slides if interested
3. Follow me on Twitter
4. I’ll be at SXSW. Let’s talk over a beverage
@dricheson
dricheson@hellommc.com
What can you do?
M A R I N A M A H E RC O M M U N I C A T I O N S
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