Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola Twitter: @fco24 .
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Transcript of Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola Twitter: @fco24 .
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Getting Ahead of Demand
Wednesday, September 19, 2012
Frank CotignolaTwitter: @fco24
www.frankcotignola.com
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Social Media Listening Defined
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Understanding Consumers
1. Social media conversations
2. Search behavior
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What It Isn’t
(But What It May Lead To)
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Asking
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Listen to What Customers Are Saying
Does Your Brand Fit Into
The Conversation?
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Putting Theory Into Practice
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Chocolate
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Chocolate Searches Peak During Valentine’s Day, Christmas
Source: Google Insights for Search
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Cake, Cookies, Recipes Most Popular Chocolate Searches
Source: Google Insights for Search
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There Have Been More Than 17 Million Chocolate Conversations Over the Past Year, With the Peak at Valentine’s DayNumber of conversations by
month
Valentine’s Day Peak
Positive/negative sentiment
Source: NetBase 52 weeks ending September 1, 2012
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‘Cake/Chocolate Cake’ & ‘Hot Chocolate’ Are the 2 Most Popular Chocolate Topics
Discussed
Source: NetBase 52 weeks ending September 1, 2012
Share of top 50 mentions when chocolate is discussed
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Cake Dark Chocolate
Source: NetBase 52 weeks ending September 1, 2012
Dark Chocolate Is Good for You & Reduces Stress, While Chocolate Cake Helps You
Lose Weight!
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Increased Interest in Dark Chocolate (via Search)
Source: Google Insights for Search
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Dark Chocolate Benefits, Recipes Are Top Searches, Taste Is an Issue
Source: Google Insights for Search, NetBase 52 weeks ending September 1, 2012
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Dark Chocolate Likes: Health BenefitsDark Chocolate Dislikes: Taste
Source: NetBase 52 weeks ending September 1, 2012
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Chocolate• Searches peak during Christmas,
Valentine’s Day• Cakes, cookies, recipes most searched• Conversations peak during Valentine’s
Day (roughly 17 million / year)• No one topic dominates chocolate
conversations• However, hot chocolate, cookies, cakes,
dark chocolate popular• Dark chocolate discussions center
around health benefits, taste an issue
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Forecasting the Economy
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Where Is the Economy Discussed?
Source: NetBase 52 weeks ending July 5, 2012
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The Number of Conversations About the Economy Has Increased Since April: Negative Comments
Outnumber Positive
Number of conversations by month
discussing the economy
Increase since April 2012
Positive/negative sentimentabout the economy
Source: NetBase 52 weeks ending September 1, 2012
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The Economy Is Being ‘Destroyed’Positive vs. Negative Behaviors About the Economy
Source: NetBase 52 weeks ending September 1, 2012
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Unemployment
Gas prices
Using Social Media to Assess the EconomyComments, Negative Buzz Lower Than YAG
# of Comments Positive Sentiment
Negative Sentiment
Source: NetBase 52 weeks ending September 1, 2012
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Source: Google Insights for Search, Wolfram Alpha
Unemployment Searches Have Shown An Uptick Recently
#13 (Rank)#9
#1
#32
#27
#5
#22
#14
#19
#41
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Gluten Free
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Gluten FreeLikes: Taste / Dislikes: Expense, Taste
Gluten free “Likes”
Gluten free “Dislikes”
Source: NetBase Insight Workbench 52 weeks ending August 2011
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Gluten FreeTop Searches: Recipes
Source: Google Insights for Search
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Taste (Likes) Taste (Dislikes)
Gluten FreeTaste Is Polarizing
Source: NetBase Insight Workbench 52 weeks ending August 2011
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Hot Peppers
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Hot PeppersSummer Conversation Spikes, 3:1 Positive
Source: NetBase Insight Composer 52 weeks ending June 8, 2012
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Hot PeppersStrong & Delicious
Source: NetBase Insight Composer 52 weeks ending June 8, 2012
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Hot PeppersStrong, Positive Emotions
Source: NetBase Insight Composer 52 weeks ending June 6, 2012
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Hot PeppersNorth America, Summer Months Dominate Search
Source: Google Insights for Search
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Hot Peppers:How Can I Use Them?
Source: Google Insights for Search
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In the End…
• Social media can provide insights on their own
• They can also enhance “asking” research
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Thank you!
Frank Cotignola@fco24
www.frankcotignola.com