Talk given at the Social Media CRM seminar at Rouen Business School organized by Markets, Brands and Experiences Research group.

1. How
to
gain
customer
insight
in
social
media?
Joonas
ROKKA
November
28,
2012
jrk@rouenbs.fr
@jccnas

2. How
to
gain
customer
insight
in
SM?
Nestle’s
“Digital
AcceleraDon
Team”
monitoring
customer
dialogue
online

3. Listening
customers
in
social
media
 Is
important
because:
– People
spend
a
lot
of
Dme
in
social
media,
discussing
their
daily
lives,
interests
and
opinions
 Facebook
is
the
biggest
Dme-­‐suck
in
the
internet
(17%),
YouTube
(10%)
– 78%
of
consumers
trust
Word-­‐of-­‐Mouth
in
social
media
 Only
14%
trust
ads
– 34%
of
blog
arDcles
talk
about
products
and
brands
 That
is
more
than
70
million
blogs
(ComScore,
2009,
Jupiter
Research,
2009,
Fortune
2010,
McKinsey
2012)

4. Need
for
a
systema:c
approach
 Many
companies
are
extremely
confused
by
the
amount
of
informaDon
in
social
media
– They
are
unable
to
make
use
of
it
– They
do
not
know
how,
what
and
where
customers
talk
about
their
brands
and
products
 In
other
words,
they
risk
being
not
customer
centric!

5. Netnographic
approach
 Netnography
is
a
research
process
where
social
media
is
studied
by
analyzing
member
discussions,
acDviDes,
and
ulDmately
culture,
via
acDve
parDcipaDon
and
observaDon
 It
requires
constant
aaenDon
and
training
 It
can
be
applied
to
study
different
social
media:
– Facebook
– Twiaer
– Pinterest
– Forums
– Blogs
etc.
See:
Robert
Kozinets
(2010)
Netnography

6. Example:
Foodie
communi:es
Rouxbe.com
Tastespotting.com

7. Benefits
of
Netnography
 Window
into
consumers’
everyday
life
and
naturally
occurring
reality
 Faster,
simple
and
less
expensive
than
many
other
methods
 Up-­‐to-­‐minute
informaDon
 You
can
study
your
customers
on
your
sofa
 Basically
everyone
can
use
it!
 A
managerial
tool
for
studying
– Customer
values,
aetudes,
tastes,
preferences,
segments
– Brand
percepDons,
meanings,
aaributes

8. Case:
Valio
How
netnographic
insights
were
used
in
pracDce
for
creaDng
a
new
product?

9. Insights
from
discussion
forums
 #1
Forum
dedicated
to
gym,
training
and
bodybuilding…
Surprising
insight:
Gym-­‐goers
are
heavy
users
of
Valio’s
compeDng
product
-­‐>
Ehrmann
quark!
Important
source
for
protein,
yet
product
not
opDmal
for
eaDng
directly…

10. Valio
Quark
(Crème
Fraîche)
 Stable
and
profitable
(cooking)
product
 Facing
fierce
compeDDon
from
Ehrmann
quark
 Typical
generic
product

11. Netnographic
insights
turned
into
success
 Valio
had
never
thought
that
quarks
are
highly
valued
among
gym-­‐goers
– Important
source
for
protein
– Yet
taste
was
poor
–
product
was
designed
for
cooking
 New
products
series
exceed
all
expectaDons
– One
of
the
most
successful
product
launches
ever
 CollaboraDon
with
the
community
is
ongoing