Social Media Marketing Research: Monitoring, Mining, & Measuring the Social Space for Marketing Insights
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The document provides an overview of social media marketing research, focusing on monitoring, mining, and measuring social media conversations. It discusses monitoring social media for brand defense, mining conversations for brand opportunities like new product ideas, and measuring various metrics to determine what constitutes effective digital marketing. Key aspects include tracking brand sentiment, uncovering unmet consumer needs, mapping emotions over popular topics, and measuring different levels of social involvement from awareness to advocacy. The overall goal of social media research is to discover consumer insights from online conversations.
![Listening For Tension To Find Unmet Needs“Dinnertime is very tough in our house, as my husband eats no (and I repeat, NO) vegetables. Any attempt I make at hiding them in things is always thwarted by his dissecting of his food before he eats it.”“What does [cooking bacon] do to the inside of your oven? Grease splatters? …I've been wanting to try this, but have been concerned about how greasy the oven would get.”“[My daughter] goes to school every day and I have to prepare hot/cold lunch for her but it is extremely difficult when she doesn’t eat the normal kid’s favorite sandwiches..”](https://image.slidesharecdn.com/chicagoamaanatomykraftfoodsdec82010-101209101823-phpapp01/85/Social-Media-Marketing-Research-Monitoring-Mining-Measuring-the-Social-Space-for-Marketing-Insights-32-320.jpg)
Social Media Marketing Research: Monitoring, Mining, & Measuring the Social Space for Marketing Insights
- 1. Social Media Marketing Research:Monitoring, Mining, & Measuring The Social Space For Marketing InsightsPaul M. Banas – Kraft Foods Consumer Insights & Strategy
- 2. Agenda:Social Media Marketing Research OverviewNuts And Bolts Of Social Media ResearchThe Three M’s Monitoring For Brand DefenseMining For Brand OpportunityMeasuring What Good Digital Marketing Looks Like
- 3. What Is Social Media Marketing Research?Social Media Marketing Research is tapping into the millions of digital conversations occurring daily throughout the social space in order to discover consumer insights.
- 4. Benefits Of Social ListeningRaw and Unfiltered Conversations
- 5. Trendable across Months and Years
- 7. An Infinite amount of Topics
- 8. Opinions generated 24/7Where Does Social Media Research Fit In?Source: JD Power Web Intelligence
- 9. Social Research Transcends All FunctionsSource: Netbase
- 10. Nuts & Bolts Of Social Listening
- 11. Social Research Begins With Key WordsBrandYour brands, business units, or product offeringsNames of specialized services you offerNames or terms around specific campaignsKey stakeholders in your organizationNicknames, abbreviations, or misspellings of any of the aboveCategory/IndustryTerms related to verticals you specialize in
- 12. Phrases that define the markets you serve
- 13. Larger industry keywords or categories
- 14. Professional organizations you belong to or that fit your business profile
- 15. Names of thought leaders in the industry you serveCompetitorsNames of competitive companies, brands, products, and services
- 16. Stakeholders in those companies
- 17. Buzz around competitive campaigns or promotionsTwo Approaches To Data GatheringSource: MotiveQuest
- 18. Key Words Into Search TermsSource: MotiveQuest
- 19. Looking Out For Context “Gotchas”Source: MotiveQuest
- 20. Monitoring For Brand Defense
- 21. Who Owns Your Brand?
- 22. 14Who Owns Your Brand?“You Don’t Own Your Brand….Your Customer Does….”And If It’s Their Brand,What Are They Saying About It?
- 23. Monitoring For Brand Defense
- 24. Monitoring For Brand Defense“ What we didn’t get was the passion this very loyal small group of consumers have. That wasn’t something that came out in the research.” – Tropicana ExecutiveSource: Nielsen Online
- 25. Monitoring Is The First Step Towards Engagement
- 26. Mining For Brand Opportunity
- 27. Mining For Brand OpportunityDigital Brand Essence & PositioningDeveloping Social ContentKeyword Strategies For SEO/SEM“White Spaces” for New Product DevelopmentOngoing Tracking of Digital KPIsAlternate Product Usage
- 28. Digital Brand EssenceSource: JD Power Web Intelligence
- 29. What Can Brand Conversations Tell You?Source: JD Power Web Intelligence
- 30. 2001801601401311251171201121101081081049810080604740200Oscar MayerBrand ABrand BBrand CBrand DComparing Brand SentimentSIM ScoreSIM SCORES FOR OM’s NATURAL COMPETITIONQ1 (2010)Q2 (2010)SIM SCORE
- 31. 95% Of Conversations UnbrandedBRAND MENTIONS IN CONVERSATION: 10/08-09/09n= 192,055Brand Mentions5%No Brand Mentions95%COLD CUTS CONVERSATION = 4% BRANDEDBACON CONVERSATION = 2% BRANDEDHOT DOG CONVERSATION = 6% BRANDEDSource: MotiveQuest
- 32. Listening For Tension To Find Unmet Needs“Dinnertime is very tough in our house, as my husband eats no (and I repeat, NO) vegetables. Any attempt I make at hiding them in things is always thwarted by his dissecting of his food before he eats it.”“What does [cooking bacon] do to the inside of your oven? Grease splatters? …I've been wanting to try this, but have been concerned about how greasy the oven would get.”“[My daughter] goes to school every day and I have to prepare hot/cold lunch for her but it is extremely difficult when she doesn’t eat the normal kid’s favorite sandwiches..”
- 33. Needs Lead To New Products…Source: Nielsen Online
- 34. …OrAlternate Product UsagesBreakfast For DinnerBACON DRIVERS (MOMS) - 10/08-09/09MOMS’ TOP USAGE OCCASIONS - 10/08-09/0948% of bacon-for-dinner conversation is bacon-and-eggs (mom calls bacon “breakfast for dinner” 8% of the time).
- 35. 16% of bacon-for-dinner conversation is bacon in dinner recipes.
- 36. 8% of bacon-for-dinner conversation is BLTs.SHARE OF MOMS’ BACON CONVERSATIONSource: MotiveQuest
- 37. Listen For Passion To Find Emotion“I love the bacon craze that has hit … My last meal on earth, I want channel 4’s bacon explosion...”“Woke to DH cooking Bacon – love to wake up that way!”“BACON ROCKS! They should serve it for breakfast, lunch and dinner. YUM!”27
- 38. Map And Track Emotions Over TimeOM CategoriesCATEGORY COMPARISON: EMOTIONS EXPRESSED ACROSS CATEGORIES: 10/08-09/09Hybrid CarsFinancial ServicesCellularSource: MotiveQuest
- 39. Follow Conversations In Unlikely PlacesWHERE BACON CONVERSATION IS HAPPENING: TYPE OF ONLINE COMMUNITIESSource: MotiveQuest29
- 40. Measuring What Good Looks Like
- 41. Count What’s Worth Counting“Everything that can be counted does not necessarily count; everything that counts cannot necessarily be counted”Albert Einstein
- 42. Social Has A Lot Of Things To Count
- 43. Metrics That Match The MissionThe Reason We Are Going Social Is To……Generate Sales Leads…Establish Better Customer Service…Engender Consumer Loyalty…Address A PR Situation…Shift Brand Perceptions…Increase Consumer Involvement With Brand
- 44. Social Involvement PyramidRelationship with the Brand
- 45. Social Involvement PyramidAwareness:Consumer passively receiving messages about the brand Impressions Served
- 46. Reach
- 47. Brand Mention AmplificationCan’t stop here – it’s like building a house, your not done just because you’ve dug the foundationAwareness
- 48. AwarenessNumber of Impressions/Reach of All Brand Conversations by DayPeople Reached Via Social Media
- 49. Social Involvement PyramidParticipation:A simple effort to interact with the brand Click Through Rate (CTR) On Content
- 50. Number of Submissions (Simple Response)
- 51. “Likes”
- 52. Coupon Take Rate‘Push Button” Engagement: More than being simply Aware, but a step below true EngagementParticipation
- 53. ParticipationPromotional Submissions By Source
- 54. Social Involvement PyramidEngagement:Greater and/or more frequent effort to engage with the brand and share content with others Avg. Daily Active Users/Fan Base
- 55. % Sharing
- 56. # of Repeat Comments/LikesConsumers Spending More of Their Own Time And Social Capital To Interact with BrandEngagement
- 57. EngagementAverage Daily Active UsersFan Page Engagement RatioTOTAL Brand Facebook Fan Base (“Likes”)
- 58. Social Involvement PyramidAdvocacy:The consumer is committed to the brand and is speaking (unsolicited) on behalf of the brand with other consumers Positive UGC on Brand’s Behalf
- 61. Advocacy
- 62. What About ROI?ViewerViewerViewerViewerViewerViewerViewerViewerViewerNOL ‘Unified’1x1 pixel tagAd ServerNOL NetSightMeterCampaign Exposure DBNielsen PanelistsSource: Nielsen Online43
- 63. Thank You…. Any Questions?