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Conceptual Categorization and Identification of Consumer
Types
Marketing
efficiency
analysis
Identification of
trends
Monitoring of
competitors 345
Identification of
conceptual audiences 1
In-Depth Analysis of Social Media
Identification of
consumer motivation
s2
Everyone is OnlineData obtained from TIM & the rating committee 2011/2012
Teens 65+
Internet use by age
Secular jews
Christians and Druze
Traditional and Religious
Jews
Muslims
Orthodox Jews
90%
82%
75%
70%
36%
Internet use by sectors
80% of Israel’s
Population
97% 50%
Integration of Quantitative Accuracy with Qualitative AbundanceStatistics & Interpretation of
findings
Family Visits on Holidays
Family Vaca-tions
Business Travel
Academic Vis-its
IndependentTravelers
Women 35 - 45
Teens
Men25 - 50
Women45 - 65
Adults
Demographic Social Media Analysis
Conceptual Analysis
Understanding WHY and not just WHATIdentifying motivations & needs
What am I looking for?
To feel desired
Taking time for myself
To be a good mother
To keep moving forward
To feel adventurous
To feel young
To challenge
myself
To start something new
To be updated
To free the inner child
What am I looking for?
To get the value for my
money
Understanding WHY and not just WHATIdentifying motivations & needs
0
1000
2000
3000
4000
5000
6000
-
500,000,000
1,000,000,000
1,500,000,000
2,000,000,000
2,500,000,000
3,000,000,000
3,500,000,000
תוכן גולשים מכירות שוק הגלידות באלפי ש"ח
Month
ly n
um
ber
of
convers
ati
ons
Sale
s M
illio
ns
of
NIS
User Con-tent
Ice Cream Sales in Millions ofNIS
Seasonal Consumption & SeasonalDiscourse Comparison of Online Conversation & Ice
Cream Sales
Correlation:
0.82
Conceptual Audience Segmentation
Foodies/ Culinary Fans
Mothers and their children
DietTeens & 20+Middle of the race/Personal Consumption
Age 30-40, men & women
Everybody likes ice cream
Understanding MotivationsWhy people buy? How they chose? When do they use
the product?
Middle of the race
Nostalgia
Comfort foodRomanc
e, Sex
Ultimate Treat
Comparison of Target Audience Online Conversation and Ice Cream
Sales
Focus on Target Audiences
100 120 140 160 180 200 220 240 260 280 300 -
100,000,000
200,000,000
300,000,000
400,000,000
500,000,000
600,000,000
700,000,000
800,000,000
Number of monthly conversations of relevant target audiences
Sa
les
in M
illio
n o
f N
IS
Correlation
0.91
Segmentation by target audiences increases
correlation
Representative Quotations
A private moment“During night time, when
everyone is asleep and all lights are out, I treat myself by eating a bowl of ice cream”
Comfort Food“There is nothing ice
cream cannot fix…and if it can’t, I probably didn’t have enough of it” "Pure Indulgence
“You think I’ll eat organic ice cream? Do I look like a goat to you? If I’ll eat it, it’ll have cream and nuts and cherries on top”
Middle of the Race
Operative Recommendations for Marketing
How Do You Use the Information?
Low
High
Weak
Strong
Connection to the Brand
Marketing Potential
Expanding variety
Emphasizing heath values
Emphasizing creativity
values
OpportunityNot in the
spotlight
PR for the Pension Market
Research Focus
<Conversation characteristics
<Audience groups
<Consumer conceptions
<Attitude towards insurance companies
<Competitor’s strategy (products and marketing)פנסיה
המצב הבטחוני
בנקים
*האח הגדול
44689
47042
159146
185229
Social Media LeadingTopics, 2013
Thousands of conversations during 2013
During broadcast period of the TV*show
Big*Brother
Banks
SecuritySituation
Pension
Conversation volume over social networks,forums and blogs, over a year
Pension Raises Constant Interest
09/2
012
09/2
012
09/2
012
10/2
012
10/2
012
10/2
012
11/2
012
11/2
012
12/2
012
12/2
012
12/2
012
01/2
013
01/2
013
02/2
013
02/2
013
02/2
013
03/2
013
03/2
013
04/2
013
04/2
013
04/2
013
05/2
013
05/2
013
06/2
013
06/2
013
06/2
013
07/2
013
07/2
013
08/2
013
08/2
013
08/2
013
050
100150200250300350400450500
Da
ily n
um
be
r o
f co
nve
rsa
tio
n
An increase in the conversation
volume, influenced by rising focus on the issue in the news & media
Insights based on content analysis: popular conversation
topics
Topics Related to Pension
תכנון פיננסי נכון
הקניית תחושת ביטחון
לילדים/הרחבת המשפחה
נפילת קרנות הפנסיה בבורסה
פיטורין מעבר בין מקומות
עבודה/מקום עבודה חדש
פרישה לגמלאות
דאגה להורים בהגעתם לגיל
הפרישה
מעבר לעצמאות
העסקה במשק בית
דאגה בעת שהילדים מתחתנים
אחר Sense ofsecurity
Correct fi- nancial planning
Retirement Concerns ofParentsretiring
Transitionto inde-pendence
Concerns re-garding mar-riage of kids
Other Householdemploy-ment
Gettingfired
Collaps-ing pen- sionfunds
Switch-ing jobs
Nowadays, the public associates between the capital market situation and the personal pension
terms
Segmentation of Audiences & InterestsYounger men are slightly more interested in discussing
pension
56% of the conversations are
between men
60% of the conversations conducted by people ages 25-35
9,000 Conversation
during the yearRegarding tax exemptions
2,000 Conversations around rights
awarded when reaching
retirement age
Conclusion
So - what do you do with social media analysis?
Planning of
targeted marketi
ng activitie
s
Identification of
“anchor”
audiencesthat
influence sales
Precise tool for
predicting sales
123
2015All Rights Reserved
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.info@meidata com. .www meidata com
The Noun סמלילים:Project
Tom Haugomatאיורים: