Alexi Giorgi e Valeria Severini di Freedata Labs hanno esposto il tema durante il webinair del 9 luglio 2014, illustrando come sia possibile prevedere e indirizzare le decisioni di acquisto grazie a uno scrupoloso uso del social listening.
A partire da una richiesta giunta da un cliente, viene analizzato il lancio in Giappone di un prodotto innovativo
Craft Your Legacy: Invest in YouTube Presence from Sociocosmos"
Social Listening: come sfruttare la social intellingence per guidare le data-driven decisions
1. pioneers in social media
Moving Beyond Social
Listening: Using Social
Intelligence to Power
Data-Driven Decisions in
the Enterprise
@alex178ita
@valesev
@freedatalabs
VALERIA SEVERINI valeria.severini@freedatalabs.com LONDON, 7 MAY 2014
2. SDL partner since 2011 for Italy and EMEA
Some of our main Clients are : Ferrari, Prada,
Manfrotto, Illva Saronno, Nestlé, Continental,
SAP, TNT POST…
2
About Freedata Labs
We are a Digital Company, specialised in
Social Intelligence and Social Media
Marketing
Based in Italy and the UK
Web site : www.freedatalabs.com
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
3. Client’s Goal
After the successful launch in Japan, in
April 2013 the client took into
consideration the opportunity of launching
interactive robots in two European
Countries.
A Southern Country A Northern Country
The Blue Country The Green Country
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4. What the client Asked Us
Monitoring the Japan
launch/campaign
In which of the two countries
should we launch the
product?
Which country do we expect
to be the most successful?
What can be the best digital
strategy for each country?
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5. Our Response
You need a Social
Intelligence service!
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6. Why a Social Intelligence Service?
Social Intelligence Services help us:
Understand the key success
factors in a new product
launch
Discover which could be the
best story to engage
customers
Forecast the possible impact
of a new product launch
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7. The Customer’s Journey
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8. Where does the Customer’s Journey
Start? An interest in Robotics
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9. Visualizing the customer
journey landscape
SDL Customer Commitment
Framework
We used the Customer
Relevance Score is used to:
• Identify the content and messages
that inspire engagement and
interaction around Robotics
• Temperature check on the energy
of the community around the
robotic product
• Identifying the campaign levers
that the client can pull to drive
engagement
• Provide a way to prioritize market
opportunity for a publishing
product
SDL INNOVATE | Using Social Intelligence to Power Data-Driven
Decisions
9
10. The Customer’s Journey by
Country and Channel
One keyword Three countries All the web channels
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11. The overall robotics landscape in
metrics
• Highest engagement with the
topic of robots/robotics over
time
• Evidence of slight decline
• Only market with an upward
trend in the interest
• Sustained volume of
conversations
• No evidence of growth in the
online community
Customer Relevance Score shows us:
Japan has the most vibrant
community around robots and
robotics so good first entry point
Blue, although less active than
green has seen interest grow over
the last 12 months
There is more sharing in the green
market but the trend is stagnated
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12. Time Series Total Results:
Japan
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350
300
250
200
150
100
50
0
2012 2013
Timeframe of the analysis: May 2012 - April 2013
13. Total Results: Japan
May 2012 - April 2013
Digital Channel % results
Mainstream Media 10%
Blog 41%
Forum 2%
Twitter & Ameblo 47%
Social Network 0,3%
Video/Photo Sharing 0,2%
Total 100%
10%
47%
41%
% Results
.349% 2%
.221%
Mainstream Media Twitter
Blog Social Network
Forum Video/Photo Sharing
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14. Time Series: the Client & the
Robot
Pre-Launch Post-Launch
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 14
45
40
35
30
25
20
15
10
5
0
Mainstream Media User Generated Contents
15. The overall robotics landscape in
metrics – where next?
• Only market with an upward
trend in the interest
• Sustained volume of
conversations
• No evidence of growth in the
online community
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16. Visualizing the content relevance
journey
The Customer Commitment Dashboard allows us to explore how
active the robotics community is and which stages of sharing are
evident in each market. There are 8 key journey stages:
Content
Discovery: An
individual
encounters content
on earned, owned
or paid media
SCORE:
Ease of finding
relevant content
Content
Promotion: Active
sharing and
advocacy of content
around
subject/brand or
product
SCORE:
Ease of sharing
relevant content
It starts with discovery and ends with active, vibrant sharing
Brands that want to tap into an existing community or
market landscape can see exactly where they need to focus
to ensure that campaigns will get to the community and will
result in sharing / driving earned media
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 16
17. Analysing the strength of
engagement with Robotics
Size of balls = volume of conversations taking place
Score = ease of engagement at each stage of the journey Size of balls = volume of conversations taking place
Score = ease of engagement at each stage of the journey
Blue market has the most vibrant community:
Highest volume – c9,300 per month v’s 5,500 per month
The ease of sharing across the community is significantly better = all sharing experiences are rated more positively than in the
green market
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18. Key opportunities to optimise for
success in the customer journey
CRS: Content Relevance Journey Types
• The final stage of the landscape analysis = how to optimize based on the types of experiences customers are
seeking
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19. Focus for Blue
• Self Interested is the dominant journey in
the Blue Robotic community
• CONTENT OPTIMIZATION
REQUIREMENTS:
• Easy to consume content across all
channels
• Analytical focus in materials
• Facts, figures and comparisons
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 19
20. Focus for Green
• Broadcasting is the dominant journey in the
Green Robotic community
• CAMPAIGN OPTIMIZATION
REQUIREMENTS:
• Opportunities to share
• Social communities to engage through
• Ability to show / share activities
• Amplification of user generated content
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21. What are the main topics of
conversations ?
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22. Main Topics Across Countries
Science: all references to the scientific use of robots such as in surgery, space
engineering, other applications. Includes cybernetics and robotics sciences.
Commerce: all references to purchase or sales of robot.
Home: all references to the domestic applications of robots (kitchen robots, home
cleaning robots, etc.)
Toys: all references to robots as toys.
Movies (and cartoons): all references to films where robots are in the plot. Includes
comments about animation movies and cartoons («anime»)
Books: all references about books talking about robots. Includes comics and manga
Military: all results about robots associated to war, weapons, military technology
Negative: includes all results with a negative tone about robots, such as negative
comments, negative metaphors («cold as a robot»), all texts where the users express
fear or hostility towards robots.
Pet: all references to robots associated with feelings like tenderness, love, care,
pampering, all texts where robots are considered as companion animals
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23. Importance of the Topics by Country
May 2012 - April 2013
23
Movies/cartoons
Toys
Commerce
Science
Negative Military
Home
Pet
Books
25%
20%
15%
10%
5%
0%
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
24. Content Emotions
24
Content Emotion DESCRIPTION
ACHIEVE Emotions related to achievement of objectives and personal fulfillment
ANGER
Expressions representing a mood of anger, hate and violence. The words of the category represent the manifestation of the mood and
sometimes its causes as in the case of "enemies" or "punishment"
ANXIETY Emotions related to an anxious state of mind caused by fear, anxiety, apprehension
BODY Emotions related to elements, characteristics and problems of the human body
DEATH Emotions related to the death phenomenon in terms of objects and places connected with the burial, memorial events or death causes.
FAMILY Emotions related to family linkages
FRIENDS Emotions related to close friendship, business and sentimental relationships between individuals
HOME Emotions about the home and the different types of humans and animals habitation
INGEST Emotions related to the nutrition field, especially drinking, eating, places and related problems
LEISURE Emotions about the use of free time
MONEY Emotions about the monetary and financial field
RELIGIOUS Emotions related to the worship
SADNESS Emotions relating to acts, causes SDL INNOVATE | Using Saoncdi aml aInntiefellsigtaetniocne otfo t Pheo wsaedrn Deassta m-Doroivden Decisions
25. 25
Content Emotions by Country
25%
20%
15%
10%
5%
0%
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
26. Segmentation by Talking Style: Big Five
Traits, Content Emotions, Topics
The linguistic elements of the analyzed texts that allow us to identify
the “Content Emotions" are also used to define the “talking style”
that characterize of each result. To do this, Freedata Labs leans to
the theory of the "Big Five Traits”, which identifies five key factors in
the characterization of human social behavior.
Using as variables the Big five traits, Content Emotions, and Topics
Freedata Labs runs a Correspondence Analysis to define the two
main axis underlying the world of Robots.
The first axis is: Functionality against Emotionality
The second axis is: Separation (the machine’s independence to
man) against Fusion (the overlapping of man and machine)
Once a Cartesian plane using these two axes has been defined,
Freedata labs analyses the relative position of each observed
variable for each country.
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27. The World of Robots: Four Roles
27
emotionality
Books
functionality
Separation
(man-machine)
Fusion
(man-machine)
Commerce
Toys
Negative
Movies
Science
Home
Commerce
Negative
Toys
Movies/cartoons
Science
Home
Commerce
Books
Negative
Toys
Science
Home
Military
Robots as…
Entertainers
Tools
Pets
Substitutes
Emotionality
Functionality
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions
28. From Segmentation to Influencers
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29. Conclusions: Blue or Green ?
The Blue country is more likely to be the best country in which to launch the
robot.
The Blue country showed un upward trend in engagement with Robotics (the
CRS Score) and much higher volume of conversations
It is focused on science but also on films and books portraying a positive
emotional perception of Robots (achieve, leisure).
The Digital strategy must be focused on Digital PR along with the
engagement of Blogger and Twitter Stars from each relevant segment:
Robots as Substitutes (Science), Robots as Pets (Movies and Cartoons) ,
Robots as Entertainers (Books). Social media sites like Twitter, Facebook and
YouTube will support the launch.
The existing customer journey we observed means the content strategy
needs to focus around facts, figures, comparisons and learning experiences
to engage the existing community. Story telling about robots and robotics will
drive discovery of the topic and continue to fill the customer funnel
SDL INNOVATE | Using Social Intelligence to Power Data-Driven Decisions 29
Hinweis der Redaktion
Thanks Jo and welcome to everyboday also from me and Valeria ...Today we will show you how social intelligence can power data-driven decisions in a project we worked for with De Agostini
First of all a few words on who Freedata Labs is ....
Because of its high-demand and the huge success, the company is looking to launche Robi in new markets, possibly Italy, UK, US, France and Spain, Russia .
SDL’s Customer Commitment Framework (CCF®) enabled us to gain near real time insight from social data.
The methodology and measurement framework allows you to listen, analyze and react to customer needs in near real time.
It allows you to adopt a data-driven approach to decision making, strategic planning and campaign execution.
There are 3 outcomes that the Customer Commitment Dashboard allows you to visualize – the likelihood to buy (PRODUCT COMMITMENT SCORE), Emotional commitment to your brand (THE BRAND COMMITMENT SCORE) and content relevance through the lens of sharing behavior – (CONTENT RELEVANCE SCORE).
Customers Relevance Score is the metric on which we focused to assess the overall landscape for Robi the Robot.
We needed to understand which markets have an active robotics community and collect robust data to make recommendations on where Robi was likely to be most successful and how the marketing strategy could capture latent interest in robotics.
We did this by understanding how active the community is and the key contents that generated conversations.
Our targets were articles, comments, posts, conversations published ion the web, mentioning «robot» in any possible context for each country or /language.
The Customer Commitment Framework ONLY listens to conversations that indicate that someone is on a journey e.g. we only listen to conversations that matter.
Using key words that indicate a behavior e.g. whether they are discovering content or already broadcasting content, allowed us to score conversations on a scale of 1 -100.
A score of 100 means high propensity to share, highly active and highly influential community.
.
So the overall analysis for the three markets over two years clearly shows that Japan is the ideal first market. There is a well established, active community and interest and engagement with Robotics is high (CRS scores in approx 70).
The conversations around Robots have no significant trend, although there is a clear peak in decemeber of 2012, when Robi the Robot was launched and another, lower, high-point in May of 2012 during the Fukushima emergency.
In general the average number of conversation is of 100 results per day.
The main digital channel in Japan is Microblog, including Twitter , Ameblo and Blogs.
These are the places where influencers of the Robot enjoy discussing and sharing posts, ideas, images and their passion and emotions around Robots. So Robots in Japan is a very talkable subject.
The launch has been supported by Digital Pr activities on mainstream media, but a relevant buzz on users generated content amplified the effect.
As you can see the share of voice of Robi the Robot inside the world of robots growths quickly especially in the user generated contents.
But the key question for De Agostini was: where next?
So we used the Customer Commitment Dashboard to dive more deeply into the landscape.
If you remember – we saw in a previous slide that the for the Blue market, although a little lower in overall engagement with the robotics subject was showing a steady upward trend in interest.
The next level of analysis we did was looking at the sharing journey end to end.
There are 8 stages on the sharing journey defined by CCD.
Once again, we used keywords to indicate if someone is at a specific stage of the journey, this means that when posting on a subject you use different terms if you are just discovering a new topic rather than you are an expert and confident to broadcast what you know and think.
So the journey starts with discovery, move through a series of phases where people are more deeply connected to the subject and eventually are projected into an influential and active participation in the community.
We used this to identify where we have the most clear opportunities and to guide our messaging strategy.
So when you visualize the customer journey for the Blue and Green markets.
Blue market has the most vibrant community:
Highest volume – approx 9,300 per month compared to 5,500 per month
The ease of sharing across the community is significantly better = all sharing experiences are rated more positively than in the green market
So on the surface it looks like the Blue market would be the easiest to enter.
The next stage of the data driven analysis was to look at how to optimize the content and messaging for the different markets.
The Customer Commitment Dashboard help you to prioritize marketing activity based on the main types of content consumptions that is going on in the market.
For the Content Relevance Score, there are 4 journey types –
Exploration – about discovery & intrigue,
Magnetism – about capturing people with the WOW factor.
Self interested – about understanding, analyzing and being confident in what you know
Broadcasting – all about enabling people to share, show off their knowledge and drive the conversation
So what did the Blue and Green Markets looked like?
The Blue market was dominated by the ‘Self-Interested’ journey – the community wants facts, figures, experiences and access to knowledge.
It shows that the community is the middle of the journey – mainly focused on education – a great opportunity for De Agostini.
The Green market is all about broadcasting your knowledge.
What do you know, what you can you share.
Successful marketing needs to be socially driven and about building and supporting the EXISTING community to maximize opportunities.
As many of you that have to build social communities and strategy know – it takes time and investments.
On balance – we felt that the opportunity looks greater and potentially simpler in the Blue market.
But this was the beginning of our analysis – we now had a robust data view of the potential markets – now it was time for us to go deeper into the underlying conversations and work out how to best tackle the opportunity through a content strategy.
Through an in depth analysis of the texts, we identified nine main «Topics».
Using appropriate keywords, all results have been automatically assigned to one or more topics (some texts could not be associated to a specific issue). The Topics, valid in all the three countries, are:
In Japan the ooncept of Robot is associated with entertainment , movies , cartoons , books, toys and pets.
All subjects which are easy to talk about .
In The Blue Country science is the most important topic followed by movies and cartoons; books and toys are not relevant.
The Green Country is very different since all the topics have almost the same relevance, so none of the topics is really important. Conversation on robot are connected with military environments, with home machine and scientific discussion,
so it seems to appear a very functional way to talk abour robot.
To enrich the quantitative analysis of the extracted web results, we associated with each text one or more «emotions»: the content emotions are defined using predefined dictionaries defined by psycometrics specialists.
Using these special dictionaries, all the texts analyzed were associated with one (or more) "basic emotions", to characterize the tone of the conversation and provide useful information.
The incidence of the various emotions provides a general picture of the feelings of the users when talking about the analyzed subject.
In the Japanese web the main emotion is associated with Body (arms, legs, head). Second in rank is Leisure.
In the Blue Country we see two main emotions associated with the conversations about robots: Leisure and Achievement
And in the Green Country, In addition to the Body emotion (same as in Japan), we see a different association: Anger (and violence), much more relevant here than Leisure or Technical Achievement. So we have tre different emotional profile emerging for each country
The two dimensions define four roles : first Robots as entertainer, Robots as Pets, Robots as tools and Robot as Substitutes.
In Japan the world of robots is deeply present in the cultural background and therefore widely discussed, interpreted, developed, felt and lived without prejudices.
From science to manga, from pets to home appliances, robots are present in everyday life and are as common and natural in the Japanese vision as food is in Italy.
In Blue Country the imaginary about robots is quite clearly polarized across the linear contrast of emotion and function, without ever living fully the roles of robots as entertainer, pet, tool, useful substitute. Movies, Books, Toys and Negative are the more emotionally charged topics.
In The Green Country the culture of robots is definitely functional: the emotional/affective component is not discussed. People talk about robots with rationality, and in a very «cold» way, ranging from science, treated almost like a curiosity issue for amusement and short readings, to toys, approached almost as a scientific discipline.
The digital Pr and influencers engagement activity starts from ranking top domains and influencers by segment.
Segmentation is an optimization procedure to maximize the engagement results with a predefined number of influencers.