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Mining Social Media

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					Next Generation Marketing
      “Mind if I listen in?”

             THE NEW FRONTIERS
                OF SOCIAL MEDIA
                      ANALYSIS
“Markets are conversations.


We have better things to do than worry about whether you’ll
change in time to get our business. Business is only a part of
our lives. It seems to be all of yours. Think about it: who needs
whom?”


                    The Cluetrain Manifesto
Consumers are more informed, more
demanding than ever


                             • 92% of respondents
                               said they had more
                               confidence in
                               information they seek
                               out online than
                               anything coming from a
                               salesclerk or other
                               source
Why social media? That‟s where our best consumers are.
    A Large and Growing Population
        –    Over 184 million people currently maintain a blog...about 20% of the Internet
             population
        –    Over 60% read blogs
        –    75%+ worldwide


    Of Trend Setters
        –    74% with college degrees
        –    42% have graduate degrees


    That are More Diverse
        –    58% over age of 35
        –    19% English-speaking Hispanic
        –    51% of household incomes > $75K


    Sharing Opinions and Ideas
        –    Unaided, natural conversations
        –    Rich in content


    In Real Time
        –    There a million new blog posts every day

Source: Technorati, State of the Blogosphere, 2008 and Pew Research.
“Oh my gosh! I need to…”



• Start blogging!
• Seed those message boards!
• Send some influencers my new products!
• Find unhappy customers, make them feel better!
• Get consumers to create my ads for me!

… right!?!
The Answer…a resounding „maybe…‟


Be careful:


• The blogosphere doesn‟t like being manipulated:
And beware harnessing those
creatives out there…




Once it‟s out there, you can‟t take it back




                 Chevy Tahoe Apprentice Campaign
Here‟s one that really worked…
     Social media has many applications from tactical to
     strategic.


Web
                                                              Product Innovation
Intelligence
                                                      Consumer Insight

                                             Trend Insight


                                      Brand Insight


                          Blogger Outreach

Buzz &         Crisis Communication
Sentiment

               Tactical                                                  Strategic
If you have a crisis, definitely use it to listen
and outreach
   June 21, 2005
   Dell lies. Dell sucks.

                                                                 Jeff in-home
   I just got a new Dell laptop and paid a fortune for the four-year,Jarvis service.
   The machine is a lemon and the service is a lie.          BuzzMachine
   I'm having all kinds of trouble with the hardware: overheats, network doesn't
      work, maxes out on CPU usage. It's a lemon.
   But what really irks me is that they say if they sent someone to my home --
     which I paid for -- he wouldn't have the parts, so I might as well just send the
     machine in and lose it for 7-10 days -- plus the time going through this crap.
     So I have this new machine and paid for them to FUCKING FIX IT IN MY
     HOUSE and they don't and I lose it for two weeks.
   DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.
Lionel Menchaca, Dell.com



                                              Background
                                           Product technician
                                           Product review PR
                                            Knew everyone




      Message board and blogger outreach
Osaka, Japan
June 21, 2006
This audacious post set the tone for the blog
But the most powerful tool is listening

       Give me some examples
     Brand Analysis Case study:
     Do you REALLY know your customers?




11
CASE STUDY | Enabling your passionates


COMPANY
 BACKGROUND
  – Maker of pruning sheers
    for gardening and scissors
    for crafts

NEED
  – Wanted to build a
    marketing campaign to
    recruit brand advocates
    into an online
    community
ASSUMPTIONS
  – Knew Boomer Females
    were great target for
    sewing and crafts
Fiskars: Surprising findings


  SOLUTION
     – Baseline read for
       online chatter
     – Identify
       demographics

  FINDINGS
     – Found that Gen Y
       females were actually
       the right target
     – AND, big issue was
       online crafters could
       be „mean‟
Fiskars: Adjusting game plan

RESULTS
   – Adjusted strategy for new
     demographics and new
     voices
   – Created ambassador
     program which has helped
     grow Fiskateers to more
     than 6,000 active
     members
   – Invite-only; members
     agree to be supportive
   – In first 3 months,
     increased online mentions
     by 341%
   – Sales grew by 20%
Trend and Segmentation Analysis Case Study:
Are Consumers Buying Green?
     JDPA only company capable of                        Trend analysis
     analyzing more than 40 million blogs to
     identify all the ways people talk about
     sustainability…                           156,177




                                                         160%    98,148

                              71,882

               51,638

 37,944
       ay




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                 A




                                                 A
               2007                      2008
               Early 2007 was dominated by the Negators and
               the “I just don‟t know what to think…”crowd
                                                     ACTION

                  Negator                        Social                 Activist
                   22%                                                   9%
                                               Personal
                                    Rejecter                  Shifter
                                     14%                       8%
DISAGREEMENT




                                                                                   AGREEMENT
                                                  Uncertain
                                                    24%
                                    Skeptic                    Idler
                                     12%                        5%

                  Apathetic                                             Guilty
                   (not measured)                                        6%

                                                   INACTION
               By late 2007, momentum had swung to
               agreement
                                                    ACTION

                  Negator                       Social                  Activist
                   17%                                                   10%
                                              Personal
                                   Rejecter                   Shifter
                                    12%                        16%
DISAGREEMENT




                                                                                   AGREEMENT
                                                  Uncertain
                                                    9%

                                   Skeptic                     Idler
                                    11%                        13%
                                                                        Guilty
                  Apathetic
                  (not measured)                                        14%

                                                  INACTION
               Concern about the environment continued to
               gain steam in early 2008
                                                     ACTION


                  Negator
                                                 Social                   Activist
                   14%                                                     8%
                                               Personal

                                    Rejecter                    Shifter
                                      8%                         19%
DISAGREEMENT




                                                                                     AGREEMENT
                                                    Uncertain
                                                      10%

                                    Skeptic                     Idler
                                     13%                        15%

                  Apathetic                                               Guilty
                   (not measured)
                                                                          13%

                                                   INACTION
               By late last year, more than 7 out of 10 were
               concerned, and almost half were actively
               doing something about it
                                                     ACTION

                                                 Social
                   Negator                                                Activist
                     3%
                                                                           18%
                                               Personal
                                    Rejecter                    Shifter
                                      5%
                                                                 27%
DISAGREEMENT




                                                                                     AGREEMENT
                                                    Uncertain
                                                      10%

                                     Skeptic
                                      10%                       Idler
                                                                21%
                   Apathetic                                              Guilty
                   (not measured)
                                                                           6%

                                                   INACTION
Consumer Analysis Case Study:

CPG company segments its consumers
The need to understand consumers has
never been greater

                           •   “The bottom 20% of customers can
                               drain profits by at least 80%
                           • … while the top 20% can generate
                             150% of a company‟s profit.”
                           • Categorizing customers by
                             demographics or geography or
                             product purchases doesn‟t give
                             managers a clue as to where the
                             high opportunity needs are
                             lurking
                           • Study that upper crust, delicately
                             breaking it into sub-segments that
                             share the same needs

                               Larry Selden
                               Professor emeritus
                               Columbia University
Consumer Segmentation
Authors Defined by Attitudes & Behaviors Around Snacking

                     Frequent Snackers                                               Infrequent Snackers
                                             Health                 Calorie                    As
    Grazer            Balancer                                                                        Indulger
                                              Nut                   Counter                  Needed

    18%                 16%                  16%                       8%                     24%      18%




 JDPA used proprietary technology to create Organic Customer
 Segmentation models from more than 40,000 blog posts… at a fraction of
 the cost of classic ethnographic research
   *Percentages based on a randomized sample of 5% of blog authors discussing personal “snacking”
     Let’s dig even deeper…
     Tribe Analysis




28
We can do a topic search…

                                              “I ordered Dominos last night…”



                                                1) Find the relevant conversations




              Post                              2) Analyze the themes of conversation,
                       Post                       positive/negative/neutral, topics
   Post
          Post                  Post

Post                 Post
       Post                   Post
              Post                     Post     3) Learn about who these people are
                        Post                       that are talking
                                                    • Male/Female
                                                    • Gen Y, Gen X, Baby Boomer
                                                    • Segmentation
…or, use Tribe Analysis to find the people we‟re most
interested in, THEN learn all the things they talk about

                                              “Dude, finals are next week and I
                                              gotta cram …”


                                                1) Find the authors in the Tribe
                                                     •       GenY – College
                                                     •       GenY – Teen
                                                     •       GenY – Early Career
                                                     •       High Net Worth
              Post
                                                     •       Active Moms…
   Post                Post
                                Post            2) Find the comments those authors
          Post
                                                  made about anything
Post                 Post
       Post                   Post
              Post                     Post     3) Assess across a wide variety of
                        Post                       topics:
                                                    a. Media Usage
                                                    b. Attitudes
                                                    c. Behaviors
Student Demographics
& Discussion
Student Author Profile
Undergrads Make Up 60% Of The Authors

                                     Findings & Observations
   Scholastic Level Author Profile
            12/1/07-9/30/08
                                     • Scholastic conversation is
                                       predominantly lead by
                                       undergraduates, as they make
                                       up 60% of blog and board
                        Graduates      authors
         Under             40%
       Graduates                     • Graduate students make up
          60%                          40% of the overall blog and
                                       board authors indicating that
                                       Grad Students are actively
                                       participating in online scholastic
                                       discussion
Overall Discussion
Student Topic Tree
                                                          Scholastic Postings
                                                                  9,300 Blogs
                                                                 2,400 Boards




                                        Studying                                     Time Management
                                                                                           35%                           Multi-
                                            52%
            Tests                                                                            .                           tasker
            22%                                                                                                 Short
                                                                     Procrastinato
                                                                                            Forward              Cutte
                                        Study              Flash            r
                                                                                             Thinkers              r         Online
                    Guides              Groups             Cards
                                                            2%
                                                                                                                             Course
     Self            9%                    1%
                             Professo
                                                                                                                               s
                                                                                                    Homework                  .001%
                                  r                               Text                                    15%
                  Peers                                          Books                                                    Test
                                                   Used
                                                                   5%           Shared           Online                    Prep
                               Blackboard
                                   .001%                      New                                           Groups
                                        Class
                                        Material
                                           s
Top 20 Schools mentioned online include Public and Private


                                                   Ontario Canada
Student Segmentation
Student Segmentation

 Forward Thinkers    Multi-taskers
       31%               32%           Findings & Observations
                                       • Procrastinators make up 42% of
                                         the posters, heavily discussing
                                         their guilt for not studying or their
                                         upcoming plans for cramming
                                       • Forward Thinkers make up 31% of
                                         the dialog, often providing advice
                                         and planning scholastic activity
                                       • Multi-taskers account for 23% of
                                         the posters, often venting about
     Short-cutters                       work load and struggles in balance
         3%
                                       • Short Cutters only make up 3% of
                                         the overall authors, indicating that
                     Procrastinators     they are not looking for advice or
                          42%            resources online
Procrastinators By Choice vs Ill-equipped

                                 STRESS ACHIEVERS

  Procrastinators: 42%           Philosophy
                                   I Learn When I Need To Perform
                                 Needs
                                 • Turn key class resources that help me
                                   cram


                                 WELL INTENTIONED
                                 Philosophy
                                   I Learn Not At My Full Potential
                                 Needs
                                 • I need to learn how to be a good student
                                   and need resources to keep me on track
Forward Thinker Segment Differs In Motivations &
Resource Needs
                                 FEARFULS
Forward Thinkers: 31%            Philosophy
                                   I Learn Out Of Fear Of Failing To Be The Best

                                 Needs
                                 • Help them stay smart and showcase their
                                   knowledge


                                 SCHOLARS
                                 Philosophy
                                   I Learn In Order To Feed My Hunger For
                                   Knowledge
                                 Needs
                                 • Resources that help them discover new things
                                   to learn
Multi-taskers Are Looking For Resources To Stay Organized
                               SELF MAKERS
 Multi-taskers: 32%            Philosophy
                                 I Learn To Better My Future
                               Needs
                               • Ways to stay organized and on top of
                                 scholastic requirements and schedule


                               HOUSE HOLD BALANCERS
                               Philosophy
                                 I Learn to Better My/Families Future
                               Needs
                               • Resources that can help them maximize
                                 their studying time and help them keep
                                 them on schedule
Short Cutters Need Reliable Resources To Make The Grade
                               UNINSPIRED
                               Philosophy
   Short Cutters: 3%
                                 I Learn Things That Interest Me
                               Needs
                               • Reliable study resources


                               LINE PUSHERS
                               Philosophy
                                 I Learn To Get By
                               Needs
                               • Reliable study resources
Student Segmentation
Procrastinators By Choice vs Ill-equipped
                                    STRESS ACHIEVERS

     Procrastinators                Philosophy
                                      I Learn When I Need To Perform
                                    Behaviors/Attitudes
                                    • Perform best under pressure and wait
                                      until the last minute to fulfill my
                                      scholastic responsibilities – studying,
                                      homework
                                    WELL INTENTIONED
                                    • Utilize class study guides and notes to
                                    Philosophythe test information
                                      help retain
                                     I Learn
                                    Needs Not At My Full Potential
                                    • Turn key class resources that help me
                                    Behaviors/Attitudes
                                      cram
                                    • Want to be good students but get
                                      distracted and off track
                                    • Admire to the students that have good
                                      study habits
                                    • Heavily rely on peers for notes, study
                                      guides and cramming groups
Contact information




        Janet Eden-Harris
               VP
   J.D. Power and Associates
       janeteh@jdpa.com

				
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