Advancing the Science of Decision-Making TM Presented to: MRIA, Toronto Chapter

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Advancing the Science of Decision-Making
TMPresented to MRIA, Toronto Chapter

• May 29, 2007
• Ryan Ghaeli, Account Manager, Automotive Division

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AGENDA

• Introduction to Consumer-Created-Content (CCC)
• Why does it matter?
• The BrandIntel approach
• Lessons Learned
• 3 ideas their implications
• Case Study
• Mining CCC for new understanding
• About BrandIntel
• History and background

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Introduction to CCC
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The Speed Pervasiveness of Word of Mouth
Londons Subway Bombing

• Wireless text messages worked when telephones did
  not after the 2005 London subway bombing
• Cell phone cameras used as citizen journalism
• Pervasiveness of WOM, the Internet (blogs,
  discussion forums, etc.) and other technology
  used to spread the news quickly faster than
  traditional media outlets
• Cannot be ignored

RS
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Word of Mouth/Consumer-created Content Landscape

• Today about two-thirds of all economic activity
  in the US is influenced by shared opinions about
  a product, brand or service (McKinsey Consulting)
• Nearly 70 percent of the digital universe will be
  generated by individuals by 2010 (IDC)
• 50 percent of U.S. marketers are already using
  WOM in their program mix, and an additional 21
  percent are planning to use it (Osterman
  Research/Boldmouth.com)
• 48 million Internet users have posted content to
  over 50 million blog sites available in the
  blogosphere. (mediapost.com)
• Each post is read by an estimated 9 to 20
  internet users who do not post comments
• Credibility of Consumer-created Content (CcC)
• 71 find CcC credible
• 73 find expert advice credible
• 35 find information from the brands credible

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(No Transcript)
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Measuring Consumer Created Content
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Modeling the Consumer Experience
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BrandIntel Data Funnel
(Human-filtered Results)
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Data Reliability Context Gives True Meaning
Technology
Human Contextualization
Example 1 I need a great deal on a laptop, but
that laptop you recommended was a great deal of
money. Example 2 That car was a boomin
ride, it was real bad, Im telling you!
Example 3 BrandX drug Ive been researching
looks promising for temporary relief, but I just
dont know.
Example 1 I need a great deal on a laptop, but
that laptop you recommended was a great deal of
money. Example 2 That car was a boomin
ride, it was real bad, Im telling you!
Example 3 BrandX drug Ive been researching
looks promising for temporary relief, but I just
dont know.
Only with human contextualization of content can
you understand what consumers are really saying
about your brand
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Lessons Learned
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Keys to Understanding

• Discussion is Volatile
• Winners Have Things in Common
• Community is Key

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Discussion is Volatile

• Internet discussion is very sensitive to NEWS
• New product launches
• Rumors
• Related personalities in the news
• FDA approval for drugs
• Screenshots for video games
• Trailers for movies games
• Concept vehicles at car shows
• Just like advertising, effectiveness is about
  decay rate(even when the news is bad)

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Volatility Sustained Discussion, Decay Build
Source BrandIntel data
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Winners Have Things In Common

• There are common patterns to healthy and
  unhealthy discussion
• Discussion volume matters, but so does Topic
  (attributes) and Sentiment
• The challenge is to get consumers talking about
  the right things in the right ways
• NORMS are a necessary ingredient for telling good
  from bad
• Topic and Sentiment are very specific to market

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The Right Discussion Mix
Source BrandIntel data
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The Right Sentiment
Source BrandIntel data
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Community is Key

• Different communities exist online
• Gamers
• Patients (many communities for many conditions)
• Vehicle enthusiasts
• Technology enthusiasts
• TV show/movie fans
• Community importance to your brand is not created
  equal
• Different communities have different perceptions,
  needs and relevance
• Understanding these differences helps you target
  the right messages to the right audiences

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Community Case StudyOff-Road Vehicle Enthusiasts
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CASE STUDY Off-Road Community Engagement

• Challenge
• Weak off-road perception
• Solution
• With the OEMs advertising agency, we identified
  opportunities for interactive content placement
  within key influential forums.

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CASE STUDY Off-Road Community Engagement
Discussion Share
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CASE STUDY Off-Road Community Engagement

• Results

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Summary
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In Summary Analyzing Consumer Discussion for
Marketing Planning

• New Tools to leverage the Internet
• New ways to measure and understand consumer
  attitudes and behaviour toward brands.
• Provides validation of
• Current market position
• Effectiveness of marketing messaging
• Engagement of intended community and audience
• Provides new insight into
• Drivers for the market by individual community
• Who is engaged and why
• What is influencing the community that you dont
  know about
• Customer connectivity
• Understand, interact, influence and build a
  closer connection with your customers

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About BrandIntel
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About BrandIntel

• A Brandimensions Group company
• Incorporated in 2001, based in Mississauga
• Leading search technology combined with 400
  Human Data Taggers
• Worlds top 5 largest SQL Server Database -
  processing time exceeds NASDAQ
• Database of 242M web domains, 9B web pages, 70B
  web links
• Microsoft 2006 Global Partner Winner High
  Performance Computing
• 2006 Media Red Herring, AdAge, MediaWeek,
  Hollywood Reporter, BusinessWeek
• Industry Focus Automotive, Media, Life Sciences,
  Capital Markets

1 in Customer Satisfaction Forrester Research
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Questions/Discussion