Presented to: UN Global Pulse/Unicef

Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The Advertising Research Foundation

Email: srappaport@thearf.org

Phone: +1 646-465-5783

Listening to Social Media

Rationale and Relevant Cases for Unicef

July 26, 2012

2 Views of Managing Organizations

2

Gain Competitive Edge through Listening

The ability to capture, interpret and act upon signals from rich and dynamic data

The study of naturally occurring signals

words, behaviors and emotions

To bring the voice of people’s lives into the organization

Advantage therefore accrues to companies that can focus on the right information, extract the relevant signals,

process them rapidly, and modulate their organization’s behavior accordingly.

» Understand mindsets

» Discover new customers

» New product development

» Shape and sharpen messaging

» Improve existing products

» Increase Sales

» Rebrand or reposition

» Address public issues

» Manage reputation

» Provide customer care

» Increase loyalty and customer value

» Gauge effectiveness

5

Brands Use Listening to Achieve Many Standard Marketing Objectives

Brands Use Listening to Achieve Many Standard Marketing Objectives

Major Types of Listening ResearchType Typical Uses Some

Provders

Social Research

»Deep understanding of environment

»Consumer insight

»Brand/consumer relationship

»Marketing, media, advertising implications

Lexalytics, Clarabridge, SAS, IBM, Converseon, NM Incite

Social Media Monitoring

»Tracking brand and competitor mentions

»Customer service outreach

»Sentiment

»PR

»Social media campaign metrics (basic)

Brandwatch, Netbase, Sysomos, Radian 6

Search-based

»Quick reads on a wide variety of topics

»Alerting

Google Insights, Google Alerts

Hig

her

Cost

Higher

Value

Sharpen The Messages You Put Out:Gillette Fusion

Great first year sales … replacements, not so

Changed messaging … due to listening

Troubleshoot and Fix Program Problems

Put product in an online community to stimulate trial and usage, and feedback

Discovered problems … Findability, Bad Flavor

Discovered opportunities … Larger package size

Responded by … Standardizing location in supermarket, pulling bad flavor, offering bigger size to feed families

Considered to be the most successful launch in Heinz history

Final Thoughts

» Know why you’re listening … and what you want to learn.

» Many tech solutions … many promises

» Analytic strategy is key … use questions to guide your analysis

» Get many viewpoints on your findings

» Use several data sources … triangulate … for confidence

» Tell stories that bring your findings to life

»

Presented to: UN Global Pulse/Unicef

Presented by: Stephen D. Rappaport, Knowledge Solutions Director, The Advertising Research Foundation

Email: srappaport@thearf.org

Phone: +1 646-465-5783

Listening to Social Media

Rationale and Relevant Cases for Unicef

July 26, 2012