Next Generation Marketing Mind if I listen in

1
Next Generation MarketingMind if I listen in?
THE NEW FRONTIERS OF SOCIAL MEDIA ANALYSIS
2

• Markets are conversations.
• We have better things to do than worry about
  whether youll change in time to get our
  business. Business is only a part of our lives.
  It seems to be all of yours. Think about it who
  needs whom?
• The Cluetrain Manifesto

3
Consumers are more informed, more demanding than
ever

• 92 of respondents said they had more confidence
  in information they seek out online than anything
  coming from a salesclerk or other source

4
Why social media? Thats where our best consumers
are.

• A Large and Growing Population
• Over 184 million people currently maintain a
  blog...about 20 of the Internet population
• Over 60 read blogs
• 75 worldwide
• Of Trend Setters
• 74 with college degrees
• 42 have graduate degrees
• That are More Diverse
• 58 over age of 35
• 19 English-speaking Hispanic
• 51 of household incomes gt 75K
• Sharing Opinions and Ideas
• Unaided, natural conversations
• Rich in content
• In Real Time

Source Technorati, State of the Blogosphere,
2008 and Pew Research.
5
Oh my gosh! I need to

• Start blogging!
• Seed those message boards!
• Send some influencers my new products!
• Find unhappy customers, make them feel better!
• Get consumers to create my ads for me!
• right!?!

6
The Answera resounding maybe

• Be careful
• The blogosphere doesnt like being manipulated

Wal-Mart's strategy to repair its public image
through the blogosphere has resoundingly
backfired. News like this makes the company
sound sneaky and underhanded, out to launch the
equivalent of a corporate propaganda campaign,
which of course fires up Wal-Mart's detractors
even more. http//www.fool.com/investing/genera
l/2006/03/07/walmarts-blogging-blunder.aspx
7
And beware harnessing those creatives out there

• Once its out there, you cant take it back
• Chevy Tahoe Apprentice Campaign

8
Heres one that really worked
9
Social media has many applications from tactical
to strategic.
Web Intelligence
Product Innovation
Consumer Insight
Trend Insight
Brand Insight
Blogger Outreach
Buzz Sentiment
Crisis Communication
Tactical
Strategic
10
If you have a crisis, definitely use it to listen
and outreach

• June 21, 2005
• Dell lies. Dell sucks.
• I just got a new Dell laptop and paid a fortune
  for the four-year, in-home service.
• The machine is a lemon and the service is a lie.
• I'm having all kinds of trouble with the
  hardware overheats, network doesn't work, maxes
  out on CPU usage. It's a lemon.
• But what really irks me is that they say if they
  sent someone to my home -- which I paid for -- he
  wouldn't have the parts, so I might as well just
  send the machine in and lose it for 7-10 days --
  plus the time going through this crap. So I have
  this new machine and paid for them to FUCKING FIX
  IT IN MY HOUSE and they don't and I lose it for
  two weeks.
• DELL SUCKS. DELL LIES. Put that in your Google
  and smoke it, Dell.

Jeff JarvisBuzzMachine
11
Lionel Menchaca, Dell.com
Background Product technician Product review
PR Knew everyone
Message board and blogger outreach
12
Osaka, Japan June 21, 2006
13
This audacious post set the tone for the blog
14
But the most powerful tool is listening
Give me some examples
15
Brand Analysis Case study Do you REALLY know
your customers?
11
16
CASE STUDY Enabling your passionates

• COMPANY BACKGROUND
• Maker of pruning sheers for gardening and
  scissors for crafts
• NEED
• Wanted to build a marketing campaign to recruit
  brand advocates into an online community
• ASSUMPTIONS
• Knew Boomer Females were great target for sewing
  and crafts

17
Fiskars Surprising findings

• SOLUTION
• Baseline read for online chatter
• Identify demographics
• FINDINGS
• Found that Gen Y females were actually the right
  target
• AND, big issue was online crafters could be
  mean

18
Fiskars Adjusting game plan

• RESULTS
• Adjusted strategy for new demographics and new
  voices
• Created ambassador program which has helped grow
  Fiskateers to more than 6,000 active members
• Invite-only members agree to be supportive
• In first 3 months, increased online mentions by
  341
• Sales grew by 20

19
Trend and Segmentation Analysis Case Study Are
Consumers Buying Green?
20
JDPA only company capable of analyzing more than
40 million blogs to identify all the ways people
talk about sustainability
Trend analysis
160
2007
2008
21
Early 2007 was dominated by the Negators and the
I just dont know what to thinkcrowd
ACTION
Negator 22
Social
Activist 9
Personal
Rejecter 14
Shifter 8
Uncertain 24
AGREEMENT
DISAGREEMENT
Skeptic 12
Idler 5
Apathetic (not measured)
Guilty 6
INACTION
22
By late 2007, momentum had swung to agreement
ACTION
Negator 17
Activist 10
Social
Personal
Shifter 16
Rejecter 12
Uncertain 9
AGREEMENT
DISAGREEMENT
Idler 13
Skeptic 11
Guilty 14
Apathetic (not measured)
INACTION
23
Concern about the environment continued to gain
steam in early 2008
ACTION
Activist 8
Negator 14
Social
Personal
Shifter 19
Rejecter 8
Uncertain 10
AGREEMENT
DISAGREEMENT
Idler 15
Skeptic 13
Apathetic (not measured)
Guilty 13
INACTION
24
By late last year, more than 7 out of 10 were
concerned, and almost half were actively doing
something about it
ACTION
Activist 18
Social
Negator 3
Personal
Shifter 27
Rejecter 5
Uncertain 10
AGREEMENT
DISAGREEMENT
Skeptic 10
Idler 21
Apathetic (not measured)
Guilty 6
INACTION
25
Consumer Analysis Case Study CPG company
segments its consumers
26
The need to understand consumers has never been
greater

• The bottom 20 of customers can drain profits by
  at least 80
• while the top 20 can generate 150 of a
  companys profit.
• Categorizing customers by demographics or
  geography or product purchases doesnt give
  managers a clue as to where the high opportunity
  needs are lurking
• Study that upper crust, delicately breaking it
  into sub-segments that share the same needs
• Larry Selden
• Professor emeritus
• Columbia University

27
Consumer SegmentationAuthors Defined by
Attitudes Behaviors Around Snacking
Frequent Snackers
Infrequent Snackers
Calorie Counter
Health Nut
As Needed
Balancer
Grazer
Indulger
16
18
8
16
18
24
JDPA used proprietary technology to create
Organic Customer Segmentation models from more
than 40,000 blog posts at a fraction of the cost
of classic ethnographic research
Percentages based on a randomized sample of 5
of blog authors discussing personal snacking
28
Lets dig even deeper Tribe Analysis
28
29
We can do a topic search
I ordered Dominos last night
1) Find the relevant conversations
Post
2) Analyze the themes of conversation,
positive/negative/neutral, topics
Post
Post
Post
Post
Post
Post
Post
Post
Post
Post

• 3) Learn about who these people are that are
  talking
• Male/Female
• Gen Y, Gen X, Baby Boomer
• Segmentation

Post
30
or, use Tribe Analysis to find the people were
most interested in, THEN learn all the things
they talk about
Dude, finals are next week and I gotta cram
Post
Post
Post
Post
Post
Post
Post
Post
Post
Post
Post
Post
31
Student Demographics Discussion
32
Student Author ProfileUndergrads Make Up 60 Of
The Authors

• Findings Observations
• Scholastic conversation is predominantly lead by
  undergraduates, as they make up 60 of blog and
  board authors
• Graduate students make up 40 of the overall blog
  and board authors indicating that Grad Students
  are actively participating in online scholastic
  discussion

Scholastic Level Author Profile
12/1/07-9/30/08
33
Overall DiscussionStudent Topic Tree
Scholastic Postings 9,300 Blogs 2,400 Boards
Studying 52
Time Management 35 .
Multi-tasker
Tests 22
Procrastinator
Short Cutter
Forward Thinkers
Flash Cards 2
Study Groups 1
Guides 9
Online Courses .001
Self
Homework 15
Professor
Text Books 5
Peers
Used
Test Prep
Shared
Online
Blackboard .001
New
Groups
Class Materials
34
Top 20 Schools mentioned online include Public
and Private
Ontario Canada
35
Student Segmentation
36
Student Segmentation
Multi-taskers 32
Forward Thinkers 31

• Findings Observations
• Procrastinators make up 42 of the posters,
  heavily discussing their guilt for not studying
  or their upcoming plans for cramming
• Forward Thinkers make up 31 of the dialog, often
  providing advice and planning scholastic activity
  
• Multi-taskers account for 23 of the posters,
  often venting about work load and struggles in
  balance
• Short Cutters only make up 3 of the overall
  authors, indicating that they are not looking for
  advice or resources online

Short-cutters 3
Procrastinators 42
37
Procrastinators By Choice vs Ill-equipped

• STRESS ACHIEVERS
• Philosophy
• I Learn When I Need To Perform
• Needs
• Turn key class resources that help me cram

Procrastinators 42

• WELL INTENTIONED
• Philosophy
• I Learn Not At My Full Potential
• Needs
• I need to learn how to be a good student and need
  resources to keep me on track

38
Forward Thinker Segment Differs In Motivations
Resource Needs

• FEARFULS
• Philosophy
• I Learn Out Of Fear Of Failing To Be The Best
• Needs
• Help them stay smart and showcase their knowledge

Forward Thinkers 31

• SCHOLARS
• Philosophy
• I Learn In Order To Feed My Hunger For Knowledge
• Needs
• Resources that help them discover new things to
  learn

39
Multi-taskers Are Looking For Resources To Stay
Organized

• SELF MAKERS
• Philosophy
• I Learn To Better My Future
• Needs
• Ways to stay organized and on top of scholastic
  requirements and schedule

Multi-taskers 32

• HOUSE HOLD BALANCERS
• Philosophy
• I Learn to Better My/Families Future
• Needs
• Resources that can help them maximize their
  studying time and help them keep them on schedule

40
Short Cutters Need Reliable Resources To Make The
Grade

• UNINSPIRED
• Philosophy
• I Learn Things That Interest Me
• Needs
• Reliable study resources

Short Cutters 3

• LINE PUSHERS
• Philosophy
• I Learn To Get By
• Needs
• Reliable study resources

41
Student Segmentation Procrastinators By Choice
vs Ill-equipped

• STRESS ACHIEVERS
• Philosophy
• I Learn When I Need To Perform
• Behaviors/Attitudes
• Perform best under pressure and wait until the
  last minute to fulfill my scholastic
  responsibilities studying, homework
• Utilize class study guides and notes to help
  retain the test information
• Needs
• Turn key class resources that help me cram

Procrastinators

• WELL INTENTIONED
• Philosophy
• I Learn Not At My Full Potential
• Behaviors/Attitudes
• Want to be good students but get distracted and
  off track
• Admire to the students that have good study
  habits
• Heavily rely on peers for notes, study guides and
  cramming groups
• Needs
• I need to learn how to be a good student and need
  resources to keep me on track

42
Contact information
Janet Eden-Harris VP J.D. Power and
Associates janeteh_at_jdpa.com