1. expect great answersChocolate Covered ConversationsSocial Media Research Made ActionableSourabh SharmaSocial Media Research Expert @sssourabh @skimgroup

2. Blog Photo sssourabh.com Tumblr Facebook Page Flickr Instagr.amProfessional Pinterest LinkedIn Gentlemint Carbonmade Portfolio DudepinsSocial Ideas Facebook Formspring Twitter Stumbleupon Google+ Lookbook2 3. 90% of people trust online peer Over 30% of the worlds recommendations population is under 30. (delivered by 3 billion search96% of them are activequeries)on a social network.Only 14% trust advertisements Wikipedia has over 15 millionarticlesstudies show its more accurate than Encyclopedia Britannica78% of these articles are non-English3 4. 90% of people trust online peer Over 30% of the worlds recommendations population is under 30. (delivered by 3 billion search96% of them are activequeries) The unbiased social media context is aOnly 14% trust advertisementson a social network.valuable source of information.It WILL influence brand marketing decisions. Wikipedia has over 15 millionarticlesstudies show its more accurate than Encyclopedia Britannica78% of these articles are non-English4 5. Why social media research? 6. Choice modelingEthnography Focus group In depth interviewSocial Media ResearchProduct testingQuantitative surveysQualitative interviews Listen6 7. Social SocialClassicMediaMediaResearch Monitoring Research7 8. Marketers and researchersstrive to uncover the most current and candid thoughtsof consumers social media makes that possible like never before but with power comes responsibility8 9. Brands must respond to undercurrents ofdiscontentment or waning loyalty9 10. 90% of people trust online peer Over 30% of the worldsThe unbiased social media context is arecommendations population is under 30.(delivered by 3 billion search 96% of them are active valuable sourcesocial network.on a of information. queries) Only 14% trust advertisements It WILL influence brand marketing decisions.Wikipedia has over 15 million articlesstudies show its more accurate You MUST capitalize on this.than Encyclopedia Britannica 78% of these articles are non-English10 11. Chocolate Covered Conversations 12. Objective: Use social media conversations about brands to generate insights CommunicationConsumers Perceptions Triggers Campaigns12 13. Objective: Use social media conversations about brands to generate insights13 14. Social Media Research Methodology 15. Imcelebrating my18th birthday in Times Square! Publicly available IP tracking Allusion to demographics demographic data geographic datain verbatims15 16. 3. Customized analysis 1. Design Study 2. Fieldworkand output16 17. 1. Design Study Specification of products /brands / key words andthemes Receive: Listen: Brands Author Categories Date Themes Location Ideas Hashtags Objectives Context etc. Emotions Personality etc.17 18. 2. Fieldworksssourabhmisty new york morningand I had to still walk towork. luckily I had mysnickers!! #yum #love25 minutes ago Getting ready for our #socialmedia #webinar! 1 hour ago18 19. 2. Fieldwork Very Positive Consumer Words Positive Emoticons Location Neutral Associations Demographics Negative Psycographics Very Negative Usage context Decision making SentimentEmotions19 20. 3. Customized analysis and output Campaign effectivenessInnovation andCompetitive ideation comparisons Social MediaResearchNetnography Find productand flaws quickly psychographics Supplementtraditional research20 21. CompetitiveConsumerLandscape Persona ActionableRecommendations Perceived Platform Brand Identity Effectiveness your chocolateyour fansyour strategy21 22. Competitive Consumer LandscapePersona Actionable Perceived Brand PlatformRecommendations Identity Effectivenessyour chocolate your fansyour strategySocial media research goes beyondmonitoring 23. Hersheys packaging for70 KitKat squirrels Valentines % of Conversations that are Positive Hersheys Have a break special60 Halloween commercial special edition50403020SnickersNegativity towards used as tooKitKat chunky10 much sugarAnger over Twixproduct benchmarkcommercial 0 Time Sep Oct NovDec JanFeb Mar AprMay Jun Jul Aug Snickers HersheysButterfingerKitKatToblerone Twix23 24. Competitive ConsumerLandscapePersona ActionablePerceived Brand PlatformRecommendationsIdentity Effectiveness your chocolate your fansyour strategyDiscern your brandscompetitive environment 25. Is volume (ofIs monitoring for positive or conversation) an negative conversations enough? indicator of popularity? Who are my key competitors based on social media alone?25 26. Sustain Increasing Passion Rebrand brand equityReposition RevitalizeIncreasing Positivity of Sentiment26 27. TobleroneIncreasing Passion Butterfinger KitKatHersheysTwixSnickers Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme27 28. Competitive Consumer LandscapePersona Actionable Perceived Brand PlatformRecommendations Identity Effectivenessyour chocolate your fansyour strategyUnderstand your perceivedcompetitive positioning 29. I am positioning my product as___. Is this how it is perceived? Are consumers identifying with my brands positioning?Which competitors arepositioned like my brand?29 30. SNACKToblerone 100% 80% Snack 60% CANDY Candy Snickers 40%KitKat 20% Dairy Twix0%HersheysSnickers KitkatToblerone Butterfinger Twix DAIRY / CANDYButterfinger Snickers : is it really a snack?30 31. Strategy: Satisfying Buzz: A candy, and a benchmark for snack high sugarMcDonalds Fruit & Maple Oatmeal:Healthier than an Egg McMuffin?Examiner.com, Health Section, January 2011 High fructose cornWhat is healthier a Snickers Snickers satisfies. Ive eaten Feeling like such a syr-YUM-p while Ibar or a toast with butter like Eat one snickers Snickers before fatty eating a certainly like 5 inches? Theyre both before your big lift. track practice!snickerschocolate, I willmostly sugar and fat. Forum commentFacebook userFacebook user always pick sour Neither is healthy. April 2011April 2011September 2010candy over the Forum post Snickers bar.December 2010Blogger November 201031 32. MarketingListening to Brand Management ConsumersManagement The Snickers Halloween commercial is creepy.Twitter userNovember 2010 I wonder how they cast people to be in a Snickers commercial, do they just drive by the Rescue Mission & pick up some guys? Facebook userNovember 201032 33. Competitive Consumer LandscapePersona Actionable Perceived Brand PlatformRecommendations Identity Effectivenessyour chocolate your fansyour strategyDelve into a consumers subconscious for yourperceived online brand identity 34. There is just so much being said online. How can I get my head around it? How can I go deeper than the surface of conversational themes?34 35. Conscious and subconsciousconsumer The way the brand makesthe consumer feel. perceptionsEmotional Plutchiks primary emotions benefits The desired efficacyof a product. PersonalityFunctionalelements benefits A human characteristicused to describe the brand.Dr Jennifer Aaker35 36. Functionalbenefits Hersheys Snickers Toblerone Twix Kitkat ButterfingerTaste (Savor)New Increasing order of importance by buzzStrengthLooks Good (Sight)Not too sweet Neutral SoundWeaknessPrice No mentionsFeels Good (Sensation)DifferentScentIncreasing Volume of Buzz36 37. Emotional benefitsHersheys Snickers TobleroneTwixKitkat ButterfingerAppreciation Increasing order of importance by buzz HappinessStrengthAnticipation Surprise NeutralReputationWeakness TrustNo mentions EnergeticCaring PrideIncreasing Volume of Buzz37 38. Personality elementsHersheys Snickers TwixKitKatButterfinger TobleroneFunnyGenerosity Increasing order of importance by buzzKindnessConscientiousnessStrength Intelligence Neutral Honesty Fashionable WeaknessCreativity No mentions Exciting SexyAgreeablenessDetermination Courage MysteriousIncreasing Volume of Buzz38 39. Appreciation symbolizes gratefulnessThat stack of Hersheys The last time I recallbars is calling my name! eating a HersheysThank you Hersheys! bar, it tasted dreadful. BloggerGoogle Buzz userNovember 2010July 2011 Thanks toI open the wrapper and Im immediately Hersheys, Im feelinggreeted by a smell of vomit. I take a bit better.and it TASTES like vomit.Facebook user Noseeker Forum post December 2010 June 2011 Just had three mini Hersheys.Hersheys chocolate is gross. Milk Thanks for the motivation!. chocolate bars are gritty and taste weird. Twitter userYelp! Review December 2010 March 2011 but lack of humor and poor taste perceptions lower happiness39 40. Trust builds a solid reputation To my secret admirer, if youd like to give me chocolates, IdThose mini snickers bars are just not big like a box of mini Snickersenough. Im still hungry! please. Thank you! Product review commentFacebook userOctober 2010February 2011Got mini Snickers bars & God bless you for buyingthere was no information for Snickers last night. They areeyesight issues. really doing the trick. Facebook user Twitter user February 2011February 2011One day the store was giving outchocolate, and on another they were Snickers the best decision ofgiving away Twizzlers because of that my life! I firmly believe this!the store sold fewer Snickers bars.Facebook userForum CommentMarch 2011August 2011 but low generosity and sizes are not preferred40 41. Competitive Consumer LandscapePersona Actionable Perceived Brand PlatformRecommendations Identity Effectivenessyour chocolate your fansyour strategy Identify your online consumers41 42. Who is talking about me online?Can I identify anything aboutshopping behavior? What is the best social media platform for my marketing team to focus on?42 43. Gender Age Large SmallestHersheys41%59% proportion ofHersheys 47%41% youthfemalessegmentSnickers53% 47% LargestSnickers60%31%proportion of malesTwix 48%52%Twix67%25% Largest youthsegment Kitkat47%53% Kitkat64% 31% Butterfinger40%60% Butterfinger 60%29%Toblerone47%53%Toblerone63% 21%0% 20% 40% 60% 80% 100%0% 20% 40% 60% 80% 100%Male Female 6543 44. 40% Hersheys Snickers 20% 0%44 45. They purchase it in grocery orTheir childrenThey talk mass retailerseat it in schoolmostly on blogs (US)It is mainlyeaten by their men or their children Young and middle aged women talk They eat it at homeabout on holidays andThey talk often onother occasions Twitter (Brazil)45 46. They purchase it at fast foodjoints or vending machines Guys between 18 - 35 talk about Snickers It is for them ortheir friends They eat it during work They talk mostly on Facebook46 47. Competitive ConsumerLandscapePersona ActionablePerceived Brand PlatformRecommendationsIdentity Effectiveness your chocolate your fansyour strategy Social media allows you to develop actionable recommendations47 48. Now what?48 49. Communication Consumers Perceptions TriggersCampaignsCANDY+SNACK+DAIRY49 50. A sleek, stylish andconscientiouschocolate triggersbar, Hersheysguarantees your true appreciation and drivesanticipation, especially around the holiday seasons.50 51. A no frills honestnutty chocolate triggersbar, Snickers is known for generating surprisewith new flavors andsizes that you cantrust for a solid taste.51 52. RebrandSustain Increasing PassionIncreasing Passion SnickersHersheysRepositionRevitalize Increasing Positivity of SentimentIncreasing Positivity of Sentiment52 53. development Reposition (Recommunicate)Revitalize Utilize promotions or larger portions Develop indulgent and taste driven for generous associations, in messaging, and introduce humor toseasonally changing artwork as a new evoke happiness. look. For the long run, develop tasty Work on lowering sugar perceptions seasonal flavors, given success in through product development or promotions over holidays.emphasis of other nutrition (e.g. nuts).53 54. Conclusions: use social media research? 55. Purchase PositiveLeverage Conversations Market BrandMarketing and perception AlignBrandRecommendanalysisManagement PositivePerceptionsIdentify55 56. 56 57. Social media: an honest and real-time view of your brand.Use ItStand alone /ConceptCampaign Netnography complementary generationeffectiveness study Ultimately, another way to understand those who matter most: Your Consumers57 58. Further reading http://www.skimgroup.com/publication-socialmediaresearch-quirks58 59. contact us or follow us online!Sourabh SharmaSocial Media Research Experts.sharma@skimgroup.com@sssourabh@skimgrouplinkedin.com/ facebook.com/ twitter.com/ youtube.com/ skimgroup.comcompany/skimskimgroup skimgroupskimvideos 60. About SKIM Cutting-edge research agency since 1979 Committed to providing great answers in marketing Acknowledged strategic partner in pricing, communications, portfolio management and social media research Serving clients in consumer goods, including personal care, foods and cosmetics, alongside healthcare, consumer health, telecom and finance Offices in New York, San Francisco, Rotterdam, Geneva and London60