The Power of Social Media Listening
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The document discusses how social media listening can provide insights into consumer behavior by analyzing conversations and search trends on social platforms. It is not about directly asking consumers questions, but rather listening to what they are openly sharing. The value of social media listening is shown through examples analyzing topics like the economy, dessert recipes, snacking, and hot peppers. Trends on search engines and social media around these topics reveal seasonal spikes, demographic differences, and emotional sentiment that can offer brands new perspectives on these subjects.
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The Power of Social Media Listening
- 1. Listening For Insights The Power of Social Media Listening Frank Cotignola Twitter: @fco24
- 2. What Is Social Media Listening?
- 3. Using Social Media Conversations and Search to Understand Consumer Behavior
- 5. Asking
- 6. Listen to What Consumers Are Saying Then See Where Your Brand Fits Into the Conversation
- 7. I Won’t Do It Because It’s…. Not Representative Missing Demographics Not My Consumers Too Much to Read Time Consuming Not What I’m Used To 7
- 8. Show Value Through Examples 8
- 10. How we usually look at the economy US Unemployment/Gas Prices UNEMPLOYMENT GAS PRICES Source: Wolfram Alpha h1p://www.wolframalpha.com/
- 11. Using social media to assess the economy Comments, negative buzz lower than YAG Gas Prices Unemployment # of Comments Posi8ve Sen8ment Nega8ve Sen8ment Food Prices Source: NetBase 52 Weeks Ending July 5, 2012
- 12. Has the economy improved since last year? PosiBves 2H 2011 NegaBves ~90,000 1H 2012 ~19,000 Source: NetBase 52 Weeks Ending July 5, 2012
- 13. Where are people talking about the Economy? Source: NetBase 52 Weeks Ending July 5, 2012
- 14. Unemployment searches have shown an uptick recently #13 (Actual Unemployment Rank) #9 #1 #32 #27 #5 #22 #14 #19 #41 Source: Google Insights for Search, Wolfram Alpha
- 16. Dessert recipe searches Peak during Christmas, increasing since 2009 Source: Google Insights for Search
- 17. Dessert recipes on Pinterest Source: Pinterest, “Dessert Recipes”
- 18. Desert Recipe conversations peak around Christmas, most are positive Number of Conversations By Month Positive/Negative Sentiment 5000 600 Nega8ve 4500 Count 500 4000 Posi8ve Count 3500 400 3000 2500 300 Christmas Peak 2000 200 1500 1000 100 500 0 0 Source: NetBase 52 Weeks Ending July 5, 2012
- 19. Strong positive emotions, likes expressed for dessert recipes Likes vs. Dislikes Positive vs. Negative Emotions Source: NetBase 52 Weeks Ending July 5, 2012
- 20. What are people saying online about “dessert recipes?” Source: NetBase 52 Weeks Ending July 5, 2012
- 21. Is there any overlap between dessert and cookies on Twitter? 103/day 72/day Source: Twi1erVenn
- 23. Snacking conversations Majority female, brands not mentioned Source: NetBase 52 Weeks Ending July 5, 2012
- 24. “Need” is the top snacking behavior Source: NetBase 52 Weeks Ending July 5, 2012
- 25. Little overlap on Twitter between “cookies,” “snacks,” and “snacking” Source: Twi1erVenn
- 26. “Snacks” ≠”Cookies” ≠brand mentions Source: Social Men8on
- 27. Hot Peppers
- 28. Hot Peppers Summer Conversation Spikes, 3:1 Positive Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 29. Hot Peppers Strong and Delicious Hot Peppers Likes vs Dislikes burn up stomach bug discomfort cause extreme irritation warmth look spicy delicious kick fresh -80 -60 -40 -20 0 20 40 60 80 100 Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 30. Hot Peppers Strong Positive Emotions Hot Peppers Positive vs. Negative Emotions not like hate not good no fan not want favorite great good like love -‐200 0 200 400 600 800 1000 1200 Source: NetBase Insight Composer 52 W/E 6-‐8-‐12
- 31. Hot Peppers North America, Summer Months Dominate Search Source: Google Insights For Search
- 32. Hot Peppers How Can I Use Them? Source: Google Insights For Search
- 33. IN THE END… Interpretation and Judgment
- 34. Thank you! Frank Co8gnola @fco24 www.frankco8gnola.com