This document discusses listening to consumers through social media research. It highlights various social media platforms that can be used to listen, as well as qualitative and quantitative research methods. Examples are given showing how brands can monitor sentiment about their products on social media and craft strategies based on consumer insights. The importance of listening to consumers and taking action in response is emphasized throughout.

1. expect great answers
InnoCos 2012: Day 2
Listen to your consumers
@skimgroup
@sssourabh
Sourabh Sharma | SKIM
#innocos

2. … and much more

3. Blog Photo
• Sssourabh.com • Tumblr
• Facebook Page • Flickr
• Instagr.am
Professional • Pinterest
• LinkedIn • Gentlemint
• Carbonmade Portfolio • Dudepins
Social Ideas
• Facebook • Formspring
• Twitter • Stumbleupon
• Google+
• Lookbook
3

4. Watch Communicate Listen
4

5. Choice modeling
Ethnography
Focus group
In depth interview
Social Media Research
Product testing
Quantitative surveys
Qualitative interviews Listen
5

6. 90%of people trust online peer recommendations
14% trust advertisements
6

7. Craft a
Monitor and
strategy based
assess your
on your
brand
consumers
Listen
7

8. Monitor and assess your brand
8

10. 10

11. “Is this ad “Won’t be using Nivea
offensive to aftershave anymore.
anyone else Let’s see how they do
out there?” WITHOUT my UN-
CIVILED DOLLARS”
“The ad has to be
trashed. I’m not buying
a NIVEA product as
long as this terrible ad
is on the air.”
11

12. August 18th: August 19th:
Launch ad Nivea issues
apology
12

13. What does social media show us?
Short Strong brand
Power of an attention activities by Strong
apology? span of marketing brand?
consumers? team?
13

14. Craft a strategy based on
your consumers
14

15. 15

16. Toblerone
Butterfinger
Increasing Passion
KitKat
Hershey's
Twix Snickers
Increasing Positivity of Sentiment
Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
16

17. 55
Christmas Valentines
50 Halloween
45
40
% Positive
35
30
25
20 Time
Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug
17

18. Functional
elements
Hersheys Snickers Toblerone Twix Kitkat Butterfinger
Taste (Savor)
Increasing importance
New
Looks Good (Sight) Strength
Not too sweet
Neutral
Sound
Weakness
Price
No mentions
Feels Good (Sensation)
Different
Scent
Increasing volume of conversation
18

19. They purchase it
in grocery or Their children
mass retailers eat it in school
It is mainly
eaten by their
They talk men or their
mostly on blogs children
Young and middle
(US) They eat it at home
aged women talk
about on holidays and
other occasions
19

20. Go beyond social media listening… take action
What
triggers
consumers?
Campaign Uncover
Product
Concept material ideas for the
development
generation next
ideas
innovation
Market
needs
Campaign
effectiveness
20

21. Watch Communicate Listen
21

22. expect great answers
@skimgroup
@sssourabh
#innocos
22