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Getting Ahead of Demand
Wednesday, September 19, 2012
Frank CotignolaTwitter: @fco24
www.frankcotignola.com
Social Media Listening Defined
Understanding Consumers
1. Social media conversations
2. Search behavior
What It Isn’t
(But What It May Lead To)
Asking
Listen to What Customers Are Saying
Does Your Brand Fit Into
The Conversation?
Putting Theory Into Practice
Chocolate
Chocolate Searches Peak During Valentine’s Day, Christmas
Source: Google Insights for Search
Cake, Cookies, Recipes Most Popular Chocolate Searches
Source: Google Insights for Search
There Have Been More Than 17 Million Chocolate Conversations Over the Past Year, With the Peak at Valentine’s DayNumber of conversations by
month
Valentine’s Day Peak
Positive/negative sentiment
Source: NetBase 52 weeks ending September 1, 2012
‘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
Cake Dark Chocolate
Source: NetBase 52 weeks ending September 1, 2012
Dark Chocolate Is Good for You & Reduces Stress, While Chocolate Cake Helps You
Lose Weight!
Increased Interest in Dark Chocolate (via Search)
Source: Google Insights for Search
Dark Chocolate Benefits, Recipes Are Top Searches, Taste Is an Issue
Source: Google Insights for Search, NetBase 52 weeks ending September 1, 2012
Dark Chocolate Likes: Health BenefitsDark Chocolate Dislikes: Taste
Source: NetBase 52 weeks ending September 1, 2012
Chocolate• Searches peak during Christmas,
Valentine’s Day• Cakes, cookies, recipes most searched• Conversations peak during Valentine’s
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
Forecasting the Economy
Where Is the Economy Discussed?
Source: NetBase 52 weeks ending July 5, 2012
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 sentimentabout the economy
Source: NetBase 52 weeks ending September 1, 2012
The Economy Is Being ‘Destroyed’Positive vs. Negative Behaviors About the Economy
Source: NetBase 52 weeks ending September 1, 2012
Unemployment
Gas prices
Using Social Media to Assess the EconomyComments, Negative Buzz Lower Than YAG
# of Comments Positive Sentiment
Negative Sentiment
Source: NetBase 52 weeks ending September 1, 2012
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
Gluten Free
Gluten FreeLikes: Taste / Dislikes: Expense, Taste
Gluten free “Likes”
Gluten free “Dislikes”
Source: NetBase Insight Workbench 52 weeks ending August 2011
Gluten FreeTop Searches: Recipes
Source: Google Insights for Search
Taste (Likes) Taste (Dislikes)
Gluten FreeTaste Is Polarizing
Source: NetBase Insight Workbench 52 weeks ending August 2011
Hot Peppers
Hot PeppersSummer Conversation Spikes, 3:1 Positive
Source: NetBase Insight Composer 52 weeks ending June 8, 2012
Hot PeppersStrong & Delicious
Source: NetBase Insight Composer 52 weeks ending June 8, 2012
Hot PeppersStrong, Positive Emotions
Source: NetBase Insight Composer 52 weeks ending June 6, 2012
Hot PeppersNorth America, Summer Months Dominate Search
Source: Google Insights for Search
Hot Peppers:How Can I Use Them?
Source: Google Insights for Search
In the End…
• Social media can provide insights on their own
• They can also enhance “asking” research
Thank you!
Frank Cotignola@fco24
www.frankcotignola.com