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Douwe Rademaker Festival of NewMR 2017

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The Internet is bustling with consumer conversations about new products, brand experiences, and unmet needs. Not surprisingly, marketers are eager to tap into this treasure trove of consumer insights and are turning to social listening as their go-to tool. While social listening can “hear” online conversations, its focus is on information gathering. Social intelligence goes beyond listening to include qualitative measurement, interpretation and strategy. We will present a case study on how social intelligence was used to evaluate a brand in crisis, enabling us to gain insights into the impact of the crisis on the brand’s image and positioning in the market.

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Douwe Rademaker Festival of NewMR 2017

  1. 1. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Springboarding from Social Listening to Social Intelligence Douwe Rademaker
  2. 2. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Marketers now have unprecedented access to consumer‘s organic, unfiltered, unsolicited feelings
  3. 3. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 The struggle lies in making sense of all the social data
  4. 4. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Proven frameworks help us uncover deeper insights
  5. 5. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 SOCIAL DATA CAN HELP CREATE A DYNAMIC MARKET STRUCTURE AND BRAND EQUITY SCORE SOCIAL DATA MARKET STRUCTURE BRAND EQUITY
  6. 6. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 In 2015, Volkswagen was tangled in an emissions scandal… A<er EPA Tes@ng found emissions much lower during standard tes@ng than during on-road performance, Volkswagen eventually admiFed that 11 million of its vehicles were equipped with SOFTWARE USED TO CHEAT ON EMISSIONS TESTS.
  7. 7. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 …resulVng in a backlash across media plaWorms NEWS REPORTS SATIRE INTERNET MEMES
  8. 8. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 We looked at the VW image before and aXer the scandal
  9. 9. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Being menVoned with other brands infers a relaVonship
  10. 10. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 (PRE-SCANDAL) VW BRIDGES GAP BETWEEN US AND EURO BRANDS AND COMPETES WITH PREMIUM US BRANDS
  11. 11. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 (POST-SCANDAL) VW STRONGER POSITIONED WITH EURO BRANDS AND LOSING CONNECTION TO US BRANDS (AND CONSUMERS)
  12. 12. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 SCANDAL RESULTED IN A MORE NEGATIVE BRAND ASSOCIATION NETWORK, EXPACTATION IS THAT IT WILL BE SHORT-LIVED
  13. 13. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 PRE-SCANDAL POST-SCANDAL CHANGES IN A BRANDS ASSOCIATIVE NETWORK IMPACTS ITS ‘BRAND DENSITY SCORE’ 85 50 48 1O0 78 55 52 105 PRELIMINARY ANALYSIS
  14. 14. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Social findings were consistent with in-market impact Source: autoguide.com “how-much-has-dieselgate-affected-vw-sales” FINDINGS •  Spike in VW men@ons and nega@ve sen@ment post-scandal •  Frequency of men@ons returns to normal levels rela@vely quickly •  Impact of VW’s posi@on in market appears to be minor MARKET IMPACT •  Sales declines related to affected diesel models VW stopped selling •  Perceived to be impossible that VW could s@ll be chea@ng •  Rebates and strong reputa@on helped weather the storm
  15. 15. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 FOUR BENEFITS ON-DEMAND CAN BE DONE ANY TIME, DON’T NEED A SURVEY 1 2 3 4 UNLIMITED SCOPE NO LIMITS ON NUMBER OF BRANDS – FROM 10 TO 1000+ FULLY FLEXIBLE ZOOM-IN OR ZOOM-OUT ON MARKET/COMPETITIVE SET TIME PERIOD ANALYSIS UNDERSTAND TRENDS OR IMPACT OF SPECIFIC EVENTS
  16. 16. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 IN SUMMARY SOCIAL DATA PROVIDES ACCESS TO ORGANIC CONSUMER DATA PROVEN FRAMEWORKS ESSENTIAL IN MOVING FROM DATA TO INTELLIGENCE TRUE FORESIGHTS COME FROM INTEGRATION OF SOCIAL INTELLIGENCE WITH OTHER INSIGHTS
  17. 17. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Thank You! Douwe.Rademaker@Ipsos.com www.Ipsos.com
  18. 18. Springboarding from Social Listening to Social Intelligence Douwe Rademaker, Ipsos Festival of #NewMR 2017 Q & A Andrew Jeavons Mass Cogni@on Douwe Rademaker Ipsos

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