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To Listen Is To Know
Using Social Media and Search To Unlock Consumer Insights
Frank CotignolaTwitter: @fco24www.frankcotignola.com
2
Why Listen When I Can
Ask?
3
Will Consumers
Really Tell You What Is On
Their Minds?
4
The Many Benefits of Listening
• Unedited conversations• Ability to trend• Huge sample sizes• Infinite number
of topics• 24/7 opinions• Global reach
2011 2012 2013 2014 2015 2016%
5%
10%
15%
20%
25%
30%
35%
40%
45%
29.6%32.3%
34.7%36.5% 38% 39.2%
Internet Users (% of Population) Worldwide 2011-2016
Source: eMarketer http://goo.gl/EBguq
55
What’s Possible Using Social Media Listening?
Market Structure
New Product Ideas
Brand Positioning
Forecasting Track Ad Effectiveness
Research Neglected
Topics
Retail Opportunities
Competitive Analysis
66
No Way!Inertia and the “Threat of the
New”
Are These Really My
Consumers?
Tell Me the Demographics
Who Has Time To Read All Of
This?
“What Does This Tell Me That I Don’t Already
Know?”
77
What Do I Listen For?
Where Do I Look?
How Do I Make Sense
of It All?
Well, Maybe I’ll Give It a Try?How Do I Get Started? But….
8
First, Where To Go
1. Social Media Conversations2. Search Behavior
99
Then, Start By Looking At
Examples
Food In the Morning
11
“Morning/Food” averages 30-50k posts per month, more than half positive
4/1/1
2
4/12/1
2
4/23/1
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5/4/1
2
5/15/1
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5/26/1
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6/6/1
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6/17/1
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6/28/1
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7/9/1
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7/20/1
2
7/31/1
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8/11/1
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8/22/1
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9/2/1
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9/13/1
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9/24/1
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10/5/1
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10/16/1
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10/27/1
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11/7/1
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11/18/1
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11/29/1
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12/10/1
2
12/21/1
2
1/1/1
3
1/12/1
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1/23/1
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2/3/1
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2/14/1
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2/25/1
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3/8/1
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3/19/1
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3/30/1
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10,000
20,000
30,000
40,000
50,000
60,000
0
10
20
30
40
50
60
70
80
90
100
Net Sentiment Posts
Source: NetBase Insight Composer 52 w/e 4-6-13)
12
“Eggs,” “Coffee,” and “Fruit” Top Morning/Food Mentions
Share of Top 50 Mentions When Morning/Food Is Discussed
not eaten
breakfast
hours
eating breakfast
night
meal
Good morning
lunch
next morning
bed
evening
dinner
eggs
coffee
fruit
early morning
first thing
- 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0
7.4
6.7
5.3
5.2
5.0
4.4
4.2
4.0
4.0
3.7
3.6
3.5
2.9
2.5
2.5
1.8
1.7
% of Mentions For Morning/Food
Source: NetBase Insight Composer 52 w/e 4-6-13
Although, more talk about“not eaten”
13
hard to eat
breakfast
morning
hectic
rough
time
think of you
difficult to eat
cereal
slow
not go well
much less stressful
food
- 5.0 10.0 15.0 20.0 25.0
20.8
17.0
13.0
9.8
7.9
4.9
4.8
4.1
4.0
4.0
3.6
3.2
3.0
Share of Dislikes
Why morning and food may be difficultHow can this be overcome?
Source: NetBase Insight Composer 52 w/e 4-6-13
14
“Not eat” is almost as important as “eat”
Source: NetBase Insight Composer 52 w/e 4-6-13
15
Which brands are associated with “morning/food?”
Source: NetBase Insight Composer 52 w/e 4-6-13
Wheaties
McDonalds
Nutella
Taco Bell
Egg McMuffin
taco bell
KFC
Doritos
Special K
hot cheetos
ihop
each morning
cinnamon toast crunch
a slice
Mac
Starbucks
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% 50.0%
44.1%
12.2%
7.6%
3.3%
3.1%
2.9%
2.7%
2.6%
2.4%
2.4%
2.4%
2.4%
2.1%
2.0%
2.0%
1.9%
1.9%
1.9%
% Share of Brand Mentions Morning Food
16
Twitter dominates, females almost 2/3rds of conversations
Source: NetBase Insight Composer 52 w/e 4-6-13
17
Morning/Food on PinterestVariety
Source: Pinterest, “Morning Food”
What About Chocolate In the Morning?
19http://goo.gl/NgnvE
20
Chocolate Searches: Rising, Holiday Peaks
Source: Google Trends http://goo.gl/cUi8y
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Cake, Cookies, Recipes Most Popular Chocolate Searches
Source: Google Trends http://goo.gl/cUi8y
22
Chocolate conversations: increase from Halloween through peak of Valentine’s Day
Number of Conversations By Month
Positive/Negative Sentiment
Source: NetBase Insight Composer 52 w/e 4-6-13
Positive Negative Neutral
16.3
2.9
80.8
23
Time of day not a factor in top Chocolate conversations
Share of Top 100 Chocolate Mentions
hot chocolatecake
chocolate milkchocolate cakedark chocolate
coffeecookies
Chocolate chipwhite chocolate
recipeCup
Vanillachocolate barstrawberries
milkEating chocolate
Peanut ButterIce Cream
dessertcandy
Eggsmilk chocolate
box of chocolateschocolate factory
sugarFlavors
Barchocolate covered
butter
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0%
8.5%4.4%
3.6%3.4%
3.4%3.0%
2.9%2.8%
2.7%2.7%
2.6%2.5%
2.4%2.0%2.0%1.9%
1.9%1.9%1.8%
1.6%1.3%1.3%1.3%1.3%
1.1%1.1%
1.0%1.0%1.0%
Source: NetBase Insight Composer 52 w/e 4-6-13
24
Even when you focus on “chocolate” and “morning,” chocolate only represents less than 10% of the top 100 conversations
Share of Top 100 Chocolate/ Morning Mentions
Source: NetBase Insight Composer 52 w/e 4-6-13
hot chocolatecoffee
breakfasteggs
Good Morningchocolate milk
cookiescake
chocolate cakeEaster
dark chocolatemilk
vanilladinner
tealunch
chocolate chipStrawberry
White Chocolatecup
peanut buttereating chocolate
chocolate eggsFruitbed
Chocolate Bar
0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% 9.0% 10.0%
8.7%5.7%
4.1%3.7%
2.8%2.7%
2.6%2.1%2.0%2.0%2.0%
1.9%1.9%1.9%1.9%1.8%
1.7%1.7%
1.6%1.5%1.5%
1.4%1.3%1.2%1.2%
1.1%
Chart Title
Series1
25
“Not eat” almost as large as “eat”
Source: NetBase Insight Composer 52 w/e 4-6-13
26
Chocolate on PinterestCandy, Cakes, and Keyboards
Source: Pinterest, “Chocolate”
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Cholesterol
http://www.raw-milk-facts.com/cholesterol_primer_T3.html
28http://consumer.healthday.com/Article.asp?AID=656146
CHOLESTEROLDespite nuts’ benefits, 28 other words are mentioned more frequently
Source: NetBase Insight Workbench 52 w/e August 2011
“Nut” is #29
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“Nut” Mentions, Cholesterol Conversations
CHOLESTEROLWhile the word on nuts is getting out, there aren’t enough conversations
Source: NetBase Insight Workbench 52 w/e August 2011
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IN THE END…
…Interpretation and Judgment…Listening can both enhance (and substitute for) asking
