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Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. • How do you generate rich qualitative insight on the discussions that are most relevant to you? • How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
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Going Deep with Social:Methods to Listen and Engage with
Customers for Unique In-Depth Insights
Rich Ullman & Edward Oh
November 13, 2009
[email protected] / [email protected]
social network analysis software
Our Agenda
• Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Our Agenda
• Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insight from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans. How do you generate rich qualitative insight on the discussions that are most relevant to you? How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Going Deep: Agenda
1. Introduction
2. The Social Landscape
3. Listening and Engagement Opportunities
4. Integrating the Opportunities
5. Summary
6. Q&A
Who is Ripple6?
• Founded 2006
• A wholly-owned, independently operated subsidiary of Gannett. Co., Inc. (as of 11/2008)
• Sister Companies – Point Roll, ShopLocal, USA Today, HS Sports, BNQT
• Social Platform; Strategic Innovation Partner
• Partners include Procter & Gamble, Gannett , Meredith, Unilever
Going Deep: Agenda
1. Introduction
2. The Social Landscape
3. Listening and Engagement Opportunities
4. Integrating the Opportunities
5. Summary
6. Q&A
Social Networks: More and More Time
Source: Nielsen Online; August 2009.
3x faster
1 in 6 minutesPeople are spending more time on social nets
And time spent continues to grow
A Look at Online Community Members
Visit Their Community at Least Once Per Week
Age Under 20
91.5%
Age Over 50
87.5%
Source: e-Marketer’ USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"
The Audience Returns; They are Engaged
54% Log into their community at least once a day
71% Say their community is very or extremely important to them
56% Meet their online counterparts in person
55% Feel as strongly about their online communities as they do about their real-world communities
Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"
Going Deep: Agenda
1. Introduction
2. The Social Landscape
3. Listening and Engagement Opportunities
4. Integrating the Opportunities
5. Summary
6. Q&A
What is Listening?
• “The study of naturally occurring conversations, behaviors and signals that may or may not be guided, that brings the voice of people’s lives in to the brand.”
– Authentic, unfiltered thoughts– Guided by other people or organizations– Consumer reactions from the inside– Not just focused on online conversations
• “Brands are in a learning relationship over time; both improve when each listens and responds to the other.”
The ARF Foundation Series: “Foundations of Listening: Putting Listening to Work.”
Three Core Opportunities via Social Nets
1. Listening
Put your ear to the ground
The Enhanced “Ear to the Ground”
Search Engines Google, TechnoratiMedia Monitors Meltwater NewsAlert Services TweetBeep, Text Analyses Lexalytics, Radian6,
Buzzmetrics, ScoutLabs
The Enhanced “Ear to the Ground”
1. Listening
Put your ear to the ground
Reputation Management
Proactive Monitoring
Listening
Engaging
Go Beyond Listening: Engage!
1. Listening
Put your ear to the ground
2. CustomerCommunities
Panels for ongoing feedback
The Back Yard – Transformative Communication
Anonymous hits People, conversations,
connections
Private Backyard: The Salon
Objective• Measure the flow of word-of-
mouth messages to understand its correlation with purchase intent.
Execution
• Community of users• Ripple Analytics Measures
• Relationships• Participation • Conversations• Flow of messages
• WOM influence on purchases
Public Backyard: Don’t Bring Them to Yours
Where They: •Go regularly•Have rich profiles•Have trusted networks•Share information in networks
Affinity Networks Provide a Proper Context for Brands to Interact.
4 Quick Learnings from the Backyard
1. There is a Welcome Mat for
Marketers.
2. Transparency and honesty are the
key to keeping it there.
3. Relevance is the key to building relationships.
4. Remember they are people.
Emotion makes a difference.
Find Relevance.
1. Listening
Put your ear to the ground
2. CustomerCommunities
Panels for ongoing feedback
When?
The Opportunity to Dig Deep
1. Listening
Put your ear to the ground
2. CustomerCommunities
Panels for ongoing feedback
3. Custom Research
Event Driven Opportunities
Custom Research: Post Cereals
• 4 week qualitative research study embedded in a social network.
– 90+ moms / 70 topics
“The platform allowed us to reach out to moms in a way that was convenient and comfortable for
them. It created honest conversations and feedback about our brand which allowed for solid
insights.”
Greg LanidesBrand ManagerGrape Nuts
Custom Research: Co-create a Community
• Brand-less and conversational
• Used to gain insights on how to structure the Suave Brand Community
• Tested Brand Community name prior to launching the community
• Social Insights Week One:– 31 conversations– 1,800+ comments
Suave: Social Insights + Brand Community
• Private Research Group– Discover brand advocates– Develop knowledge for
strong brand community
• Spread the word and develop awareness of salon quality products from Suave
• Community fosters participation and ownership of the brand, creating trust
Advertising Agency: New Business Pitch
Objective• Proof of concept on product
for new business pitch
Execution• Embedded Study in Affinity
Social Network
• Recruited in 48 hours
• Delivered actionable insights on 15 questions
• Start to finish in 1 week
Going Deep: Agenda
1. Introduction
2. The Social Landscape
3. Listening and Engagement Opportunities
4. Integrating the Opportunities
5. Summary
6. Q&A
Integration. Putting Each Part to Work.
1. Listening
Put your ear to the ground
2. CustomerCommunities
Panels for ongoing feedback
3. Custom Research
Event Driven Opportunities
Ripple6 Social Insights: Options
Create a stand-alone research community and leverage existing social networks to
complement panel
Embedded
Hybrid
Independent
Build a stand-alone research community
Operate research projects within an existing social network
Social Insights: Multiple Types of Interactions
Discussion Media Calendar
Private Messaging
Observation Room
Many Interactions Equals…
Ripple Analytics
Actionable insights that enable you to understand your community and your audience.
How do people prefer to communicate?
What do they find important or valuable?
What kinds of relationships are
forming?
The Social Conversation: 11/10/2009
• Soda
9,383 messages • Brand 1
6,494 messages• Brand 2
1,002 messages• Brand 3
36 messages• Bottled water
1,792 messages• Spring water
72 messages
• Fructose corn syrup
519 messages
Food for thought…
Post: “My DH recycled my Sunday newspaper before I could figure out the best prices on <Brand 1> products and <Brand 2> water. Can anyone point me in the right direction?”
Reply: “<Brand 1> is 5 for $12 at Biggs. I think it is the best price this week. Definitely a stock up price for me!”
Ripple Analytics Demo
One Brief Example…
Ripple6 Social Insights™
• Application– Concept, Communications, A&U, Website Design,
IHUT
• Packages– Smart Start – Build your community/network – Research Base
• Open Platform– Research Methodology Integration – Services agnostic
Summary
• Interpersonal Communication is no longer in person.
• Going Deep is about getting inside how they feel.
• Listening is not monitoring.
• Comfortable consumers provide honest, rich insight.
• Analytics tools are not helpful, they’re required.
• Integration leads to agility.
Q&A
Going Deep with Social:Methods to Listen and Engage with
Customers for Unique In-Depth Insights
Rich Ullman & Edward Oh
November 13, 2009
