O slideshow foi denunciado.
Seu SlideShare está sendo baixado. ×

The Community Enthusiast: Source code revealed

Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio
Anúncio

Confira estes a seguir

1 de 23 Anúncio

Mais Conteúdo rRelacionado

Diapositivos para si (12)

Quem viu também gostou (6)

Anúncio

Semelhante a The Community Enthusiast: Source code revealed (20)

Mais recentes (20)

Anúncio

The Community Enthusiast: Source code revealed

  1. 1. www.empowerresearch.com The Community Enthusiast: Source Code Revealed Debjani Deb Managing Partner EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower 1
  2. 2. Historically, market research involves collecting, analyzing & generating insights from qualitative & quantitative data Depth Interviews Paired Depths Triads Face-to-Face Interviews Mini-Groups Telephone Interview Focus Groups Omnibus Survey Observation Online Survey Workshops Postal and Self- Completion Survey Time Consuming $ Expensive EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 2
  3. 3. Of late, social media has emerged as a rich repository of spontaneous user sentiments on category and brands 66% 14% 21% 31% Of online 14% either publish a 21% post ratings or 31% post updates Americans now use blog/ web page or comments in social networking social media upload video/ audio online forums sites HOW MANY TURN TO SOCIAL MEDIA WHEN MAKING PURCHASES Travel Apparels Personal Care Food/Beverages Groceries 28% 26% 18% 26% 17% Sources: www.sanfranciscosentinel.com, www.blogs.forrester.com, Knowledge Networks – May 2010 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 3
  4. 4. “ Social media listening isn't only replacing some survey research but also making it harder to do by changing consumer behavior and expectations. "The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research," she said. "If I have something to say to that company now, there are lots of ways to say it.“ "But we need to get away from the notion that being representative of something is the only way to learn," she said. "I still hear people say, 'That social-media thing, that's not really going to pan out.' We will learn enormously whether [social-media samples are] representative or not." “ Joan Lewis Global Consumer and Market Knowledge Officer, P&G EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 44
  5. 5. However, understand the pros and cons Pros Cons Spontaneous primary opinion Data is highly unstructured reflecting behaviour attitude and May not get specific response to interest questions we seek to answer You can tap “latent” needs/ Origin of declaration often unidentified opinions that have been expressed Represents only that population pro actively that is online and chooses to You save on costs express an opinion You save on time Conclusion Social Media can be an agent for deriving deep insights if one can convert unstructured data to a structured form EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 5
  6. 6. Market is moving from a pure tool based listening to insight generation Tool Generated Community Listening Listening  Garbage in –  Like a focus garbage out group, the first  Understands stop for online content but not research Context  Triggered instead of being True Insights from spontaneous World at Large 2 Research Benefits  Going to where the 1 DISCUSSION is  NOT biasing by asking the question EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 6
  7. 7. So how does one enable focused community based learning? Tools for aggregating across communities of interest Methodology and processes to harness online opinions with statistical significance Insight generation and learning through human analysis EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 7
  8. 8. Patterns and Perception key to bringing structure to the unstructured EmPower uses pattern recognition tool for Pattern iterative search string Perception Recognition refinement and Identification human/analyst analysis for theme identification Topics of Pattern Sub topics within discussion around Human recognition Brand / Category / analysis Brand / Category / tool Stakeholders Stakeholders Perception or themes : What is in the consumer’s mind share for Brand / Category EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 8
  9. 9. 3 ways of using community based learning 1 Precursor to traditional research 2 Alternative to traditional research 3 Augment traditional research EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 9
  10. 10. Applications are seen across different types of communities Advocacy Groups Stakeholder Communities 4 Event Communities Hobby Ethnic Integrating 2 Communities 7 Community Communities Data Influencer 1 5 9 Groups Ideation Forums 3 8 Enquiry Forums 6 EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 10
  11. 11. 1: learning about target audience hobbies for better engagement strategy Top hobbies / interests Client Music Global leader in aerated beverages Movies Their need Sports To identify top online platforms to engage target segment Communities Inbound Visitors Solution Yahoo!Music 119825 7.4M Identify top online Allmusic 11603 391K communities of interest and understand behavior in these communities 41% 26% 19% 41% discuss 26% expressed 19% liked a new beverages in health concerns flavor and Impact online from aerated recommended to 30% increase in target communities beverages friends segment engagement
  12. 12. 2: better stakeholder segmentation by listening to focused online communities Yummy Mummy: 1 Client Highly emphasized on nutritional aspects of food World’s leading baby Coach Mom: care brand 2 Encourages leading disciplined life at an early age Sponge Mom: Their need 3 Put their own needs aside for kid’s welfare Customized campaign messaging targeted at Gen-Y Economy Mom: moms 4 Discounts, coupons attracted economy mothers Green Mom: 5 Identified to be environment-conscious Solution DIY Mom: Analyzing chatter in Gen-Y 6 Moms prefer doing things themselves for their kids mom communities revealed 8 different segments of moms Ever Connected Mom: 7 Mothers who are updated with modern technology Impact Safety Mom: A new campaign which 8 Always on the lookout for prevention of diseases led to 12% sales growth
  13. 13. 3: learning about communities which influence your target segments Client Activities & World’s leading male Lifestyle grooming brand Gaming Music Their need To engage influencers at point Technology of market entry (POME) Social Action Solution Relationships Quantify influence parameters Self like awareness, engagement, Actualization impact etc. to gauge Work-life Celebrities influence balance Personal fulfillment Peers Parental Influence Impact 16% increase in POME customer base
  14. 14. 4: tracking impact on brand equity and consideration by advocacy groups / communities Increase in Awareness Sentiment Client A leading confectionary manufacturer Negative Their need Sentiment Gauge impact on brand reputation owing to online campaign by environmental Week 1 Week 2 Week 3 Week 4 advocacies First timers Solution Loyalist Track brand KPIs in correlation with brand loyalty to measure impact of the campaign Switchers Impact Increased awareness led to 37% more first-timers
  15. 15. 5: understanding ethnic cultural values and nuances by studying corresponding communities Client Need states A leading CPG Why ? With Whom ? How ? company Their need • Gifting • Family • Eaten with milk To learn about Chinese need • Leisure – Children during breakfast states related to cookies • Friends and before • Nutritional value going to bed at Solution night Listening to Chinese communities for associations of cookies and how they vary by occasions Impact Re-branded their cookies as gifts for occasions
  16. 16. 6: alert mechanism for better handling of customer service queries and sales opportunities Sales alerts Service alerts Client Global leader in data storage solutions Their need Utilizing online queries for sales and service fulfilments Engagement alerts ENABLE ACTION Determine Solution  Pain areas related to customer services Monitor technology forums  The most important product attributes for and define rules for auto alert exceeding end user expectations mechanism Develop  Strategies that addresses enduring Impact customer service needs and expectations Client C-SAT went up by a staggering 42%
  17. 17. 7: expectation management by listening to niche communities on event / launches Client Hi One of world’s top Pharma company Their need Measure euphoria around their new drug launch Competition drug in Awareness Solution pipeline Quantify sentiments , awareness and benchmark against competitor’s pipeline drug Launched drug Impact Lo -Ve Sentiments +Ve Early alert on competitor’s much greater popularity
  18. 18. 8: idea generation and white-space identification by listening to category discussion communities Beauty Client Green World’s largest wellness Ecosystem company Nature Moisturizing Spa Their need Glowing Skin Environmental Identifying new opportunities Exfoliate Manicure in the health and wellness Regular space Shower Cleansing Hands H1N1 Hygiene Healthcare Meditation H1N1 Solution Cholera Chinese Regular Security Shower Listening to category Medicines discussions on new emerging Vaccination OTC drugs associations of wellness Impact Naturopathy Energy Drinks Spiritual Revamped product R&D as per new associations
  19. 19. 9: understand voice of your customers by integrating internal data with community based listening Client Client Competitor Global leader in currency cards Their need 33% Unhappy about Quantify customer experience Service verification 59% and identify improvement charges areas Solution Safe 26% transactions Integrate internal IVR, sales, Security won customer service data with social media 58% confidence feedback premium cards 30% Respect provided 48% were admired Impact Sentiments (%) 3 major CE improvement areas were identified
  20. 20. Benefits of listening to online communities over traditional research Cross-Stakeholder Re-scoping Solutions Flexibility Lesser Cost Global Reach Unbiased Social Insights Media Real-time Research Insights Lesser Agile and Execution De-risked Time EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 20
  21. 21. Primary research vs. social media costing: an illustrative case Understanding physician opinion/issues faced on COPD category Project Scope in UK, Germany, France, Spain and Italy. Primary Research Elements Social Media Research Elements Sample Size = 200 Sample Size = 200 Component Complexity Component Complexity Sampling High Sampling High Questionnaire Design High Questionnaire Design NA Questionnaire Administration High Questionnaire Administration NA Honorariums Honorariums NA Data Analysis Medium Data Analysis High Approx Cost $ 40,000 Approx Cost $ 20,000 Approx Execution Time 8 -10 weeks Approx Execution Time 4 - 6 weeks
  22. 22. What is needed to kick-start your online community led research Well-defined research problem that fit 1 the criteria 2 Adequate conversation volumes Understanding of possible shortcomings 3 and cross functional buy-in A reliable methodology for harnessing 4 data with statistical significance EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower 22
  23. 23. www.empowerresearch.com Retail/CPG Advertising Communications/ High Tech/ Pharmaceuticals Financial Public Relations Telecom Health Care Services Contact Information Debjani Deb ddeb@empowerresearch.com EmPower Research LLC. All Rights Reserved. Listen. Learn. EmPower Listen. Learn. EmPower 23 23

×