Words of Wisdom
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Advanced Text Analytics and Strategies that Influence Consumers
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Words of Wisdom
- 1. Advanced Text Analytics and Strategies That Influence Consumers WORDS OF WISDOM: David Richeson Chief of Digital Innovation & Influence Marina Maher Communications M A R I N A M A H E R C O M M U N I C A T I O N S #SMW2017
- 2. Can we use data from social media conversation to understand how to motivate your audience by knowing exactly what they crave, fear, hate or love?
- 3. Yes. We can. (With a little help from big data.)
- 6. By the end of this session, you’ll understand: What advanced text analytics is. How it can improve the way you market your product, service or idea. How you might apply these principles to drive real influence and behavior change.
- 7. The next 45 mins (Prepare to nerd out a bit.) 1. The Fundamentals Of Influence 2. Advanced Text Analytics: The Basics 3. A Look At Two Brands That Implemented This Strategy 4. Rules Of Thumb
- 8. Let’s dial it back to the fundamentals. How are people influenced? 1
- 9. World Of Communications Has Changed:
- 10. First Principles: WHAT IS OUR PURPOSE AS MARKETERS?
- 11. In Short: To Get Person “A” To Think/Do/Say “B” Our job is to influence people to take a specific, desired action. BA
- 12. But barriers exist between A and B. And that’s where we come in. BA
- 13. But it’s not so easy anymore...
- 14. Welcome to the Opt-In World TODAY’S REALITY
- 15. HOW DO WE GET INSIDE THE CIRCLE? CREATED BRAND CONTENT CO-CREATED CONTENT USER-GENERATED CONTENT PAID SOCIAL AMPLIFICATION PAID SEARCH NATIVE ADVERTISING EARNED PLACEMENTS
- 16. AND BREAK DOWN BARRIERS TO ACTION. A B
- 19. Okay, so how do you begin? How do you decipher what your audience really believes? 2
- 20. What does this tell you?
- 21. We need to use statistical analysis to find themes in the data.
- 22. Turning unstructured data into structured data.
- 23. WHAT CAN WE DISCOVER FROM THIS TYPE OF ANALYSIS?
- 24. We can understand desires and interests.
- 25. Target Share of Needs States (based on conversation volume) General Shampoo User Share of Needs States Adventure 52% Fun & Excitement 22% Self 8% Fashion 18% Family & Home Life 34% Self & Relationships 29% Health 10% Beauty 17%
- 26. We can find what they are interested in.
- 27. Inspiration Driven Information Driven Spas Family Fashion Trends Beauty Trends Home Decor Health & Fitness Travel Outdoor Activities Dining Out Apparel/Accessories Shopping Yoga Personal GroomingLuxury Autos Personal Technology Bestseller Novels High Content Engagement Gardening
- 28. We can find what may make them switch brands.
- 29. Why they’re switching away from our brand. 100 110 120 130 140 150 160 170 I don’t believe HE does what it says I don’t really trust the HE brand Isn’t the competitor brand better I always use the highly rated brands I don’t think the HE scent is that good I’m looking for something better I use HE once in a while It’s not really a brand I care to use I’m ready for a change I only buy HE on sale It’s too expensive My needs have changed
- 30. Dandruff came back Effectiveness Still itchy hair Price Long-lasting bottle/package Brand I trust Scent Recommended to me Extra volume Thicken my hair Dry scalp Natural ingredients Healthier scalp Long-lasting scent MEN WOMEN 181 171 144 140 138 133 122 121 117 114 114 114 109 109 177 154 148 121 109 139 127 129 130 98 129 120 119 114 Why they’re switching away from our brand.
- 31. We can discover barriers to trial and advocacy.
- 32. -How do I get rid of dandruff? -What are the best products? 3500 3000 2500 2000 1500 1000 500 0 Men Women Men Women Men Women Research Comparison Purchase Trial Advocacy Dandruff Shampoo Path to Advocacy, Men vs. Women 3500 3000 2500 2000 1500 1000 500 0 Men Women 3500 3000 2500 2000 1500 1000 500 0 Men Women 3500 3000 2500 2000 1500 1000 500 0 3500 3000 2500 2000 1500 1000 500 0 -Will this replace my regular shampoo? -Is it good for anti-itch? -Do I need to go to a dermatologist? -I want to try it first -This shampoo is expensive -My dandruff came back -I hate the scent -Makes my scalp dry -I recommend/love the product -I will always use it
- 33. HOW DO WE UNDERSTAND THEIR UNDERLYING EMOTIONS?
- 34. Share of Top Emotions in the Laundry Conversation, 2015 2%3% 5% 8% 11% 18% 22% 31% Stress Fear Satisfaction Joy Boredom Acceptance Displeasure Sadness Acceptance 26% Satisfaction 39% Fear Joy 7% Unconventi onal 14 % Fun 22%
- 35. Emotional Shifts Along YBF Decision Path or Pods 100% 80% 60% 40% 20% 0% Problem Recognition Information Search Comparison of Competitive Set Purchase Post-Purchase Fear Apprehension Acceptance Trust Surprise Annoyance Anger Anticipation Joy
- 36. Cool. So how can brands use this data? 3
- 37. The data helps tell us how to talk in ways that overcome barriers and even prompt advocacy. BA ENGAGEMENTS AMPLIFY ENDORSEMENTS
- 38. Let’s share an example of how it all works.
- 39. For our client’s Olympic program, we needed to understand the emotional drivers that could instigate sharing to dominate the conversation.
- 40. Why they shared similar content. 2%3% 8% 11% 16% 26% 34% Thanking my mom/remembering mom Beauty of perseverance/courage Made me cry Provide inspiration to someone else Reconnecting with a family member What is the music Can relate on personal level
- 41. Emotions tied to sharing similar content. 300 250 200 150 100 50 0 Best Great Amazing Proud Strong Good Hard Alive Awesome Stronger Beautiful Happy Inspiring True Young Irrational Toughlove Thankful Exciting Crazy Incredible Possible Independant Nice Real Special Unconditional Confident Wonderful Important Perfect Emotional Compassionate
- 42. We also looked at Mother’s Day content. Thanking Mom What I am doing with mom on MD What I am buying mom for MD Remembering mom First-time mom acknowledgements/advice Describing how mom inspired me Talking about childhood memory Sharing cartoon/video that mom appreciates Thanking dad/grandparents Comparing mom to a celebrity Sharing famous quote about motherhood Discussing why mom punished me
- 44. We created an emotional connection with our demographic, introducing them to the video in a meaningful way that resulted in mass sharing and positive sentiment. 300 250 200 150 100 50 Best Great Amazing Proud Strong Good Hard Alive Awesome Stronger Beautiful Happy Inspiring True Young Irrational Toughlove Thankful Exciting Crazy Incredible Possible Independant Nice Real Special Unconditional Confident Wonderful Important Perfect Emotional Compassionate Thank You Mom Conversation Emotions
- 45. The content went viral and the client became the top Olympic sponsor in conversation volume and sentiment at 100 days out, with a 52% share of voice among global Olympic sponsors. Olympics Sponsor Conversation Landscape During Sochi Net Sentiment Comp Comp Comp Avg.DailyMentions 800 700 600 500 400 300 200 100 0 -100 Olympics Sponsor Conversation Landscape, April 27 - May 10 (11am) -5.0% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% Previous Olympics Conversation Sentiment HourlyMentions 200 150 100 50 0 Comp Client Client Current Olympics Conversation Comp Comp Comp Comp 0% 1% 2% 3% 4% 5% 6%
- 46. #1 branded conversation in the Olympics conversation (52% share of voice) among all global sponsors 73% more efficient: goal $.15 CPV; we delivered $.04 CPV 406% increase in sentiment 3,621% increase in conversation volume
- 47. This technique has yielded incredible results on other programs: Leading Deodorant: • Content engagement rate average: 15 - 20% • Increased sales by 20% while blunting growth of new competitor in the market Leading Shampoo: • Content engagement rate average: 14% • Increased sales by 7% Comprehending language yields consistent results.
- 48. So how can I apply this thinking to my brand’s social media marketing strategy? 4
- 49. Start every program with some type of social listening. Keep an open mind about what you’ll learn- you may find things that are counterintuitive to what you thought. Spend 70% of your time listening. 30% talking. Adapt as the conversation changes. Be willing to change your strategy accordingly. Be willing to go outside your social channels to find your audience - wherever they are.
- 50. Let’s wrap this up. 5
- 51. Understanding language is the key to influence in the modern world.
- 52. 1. Find me afterwards in the Speaker AMA Lounge 2. Email me for the slides if interested 3. Follow me on Twitter 4. I’ll be at SXSW. Let’s talk over a beverage @dricheson dricheson@hellommc.com What can you do? M A R I N A M A H E R C O M M U N I C A T I O N S
- 53. LET’S TALK: I’M LISTENING M A R I N A M A H E R C O M M U N I C A T I O N S