Using Social Data to Predict Real Time Trends
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Transcript of Using Social Data to Predict Real Time Trends
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Using social data to predict real time trends Joe Martin | Manager Adobe Digital Index Andy Netzel | Senior Manager Social Marketing TTI Floor Care
#AdobeSummit
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2
Joe Martin Sr. Analyst Adobe Digital Index @joemarti @Adobeindex #AdobeSummit
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
Andy Netzel Senior Manager, TTI Floor Care @Andy216 #AdobeSummit
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4
Welcome to Utah A Local Skiers Guide
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
Welcome to Utah A Local Skiers Guide
SnowBird
Big Emma (Easiest) Gadzoom/Little Cloud (Moderate) Mineral Basin (Moderate/Advanced) Tram (Expert) Alta
Sunnyside (Easiest) Collins (Moderate/Advanced) Sugarloaf (Moderate/Advanced) Wildcat & Supreme (Expert)
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
Track social like a local
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run geo, emotion, and sentiment
4 | Black diamond run identifying trends in multiple industries
5 | Back country double black predicting real time trends with social buzz.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
10+ years of social media We are all experts right?
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Key Takeaways
Basic brand monitoring on your company and
its competitors
1 Creating predictions
from historical buzz for future decisions
3 Identify social buzz
trends to make adjustments to
marketing
2
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run geo, emotion, and sentiment
4 | Black diamond run identifying trends in multiple industries
5 | Back country double black predicting real time trends with social buzz.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Green Circle Run Sunnyside lift Alta
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Green Circle Run Survey
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How many Oscars has Leonardo DiCaprio Won? A.1 B. 2 C.None D.3
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
How many Oscars has Leonardo DiCaprio Won? A.1 B. 2 C.None D.3
Monitoring the Oscars
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Leonardo DeCaprio had nearly 3x more buzz than Matthew McConaghey in 2014, but his first Oscar eluded him
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The NBA
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LeBron James edged out MJ in player buzz before the season but
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The NBA
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Michael lets his rings do the talking
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brand monitoring demo
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Basic brand monitoring
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Understand brand strength vs. competitors Monitor new and existing products buzz Track buzz around ad campaigns
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover and social
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Nobody Wants To Tweet With Their Vacuum.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover and social
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But LOTS of people tweet about their vacuum
Especially when it breaks.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Green Circle Instructor Tips
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Hypothesize What can basic brand monitoring show me about my brand
Ideas
Month-over-month and Year-over-year growth/decline
Growth after social push vs. average day
Brand strength vs. competitors
Product strength vs. competitors
Learn: What are people saying about my brand?
Act: How can you surprise and delight those folks?
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 21
Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run geo, emotion, and sentiment
4 | Black diamond run identifying trends in multiple industries
5 | Back country double black predicting real time trends with social buzz.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blue Square Run Collins lift Saddle Run
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What country has the biggest soccer fans? Answer: Trick question. Japan, USA, Brazil, and UK tied for 12% share of social buzz
The World Cup
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social buzz leading to real time and future decisions
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Finding emerging markets for your brand Indonesia, Malaysia, and Nigeria also made the top 10 for the World Cup buzz.
Where should you expand next? Social buzz is a real time survey inside the head of your consumer
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brazilians and the World Cup
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Who remembers how Brazilians felt about the World Cup before the games started? 42% of social buzz from Brazilians expressed Sadness, Anger, or Disgust related to the World Cup before it started I lived in Brazil when I was 19, emotions can change..and we can track it.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Brazilians and the World Cup
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57% Joy, Admiration, Anticipation
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social sentiment can reveal a lot about your brand
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Make quick decisions around customer demands Respond to customers or trends Understand why brand has good sentiment or poor sentiment
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Geo and Emotion Demo
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover reviews
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover reviews
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
31
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
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But the story isnt over
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
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Before we had a chance to craft our response, we noticed a note by a familiar face.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
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Conspicuous Consumer wasnt just a happy customer.
She was now an advocate.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover Reviews
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1-1-Many
Team of 3 -> 500 Videos -> 1,000,000 views Team of 125 -> 750,000 Calls -> 750,000 Affected
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Blue square Instructor Tips
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Hypothesize what can I understand better with geo, emotion, and sentiment social analysis
Ideas
What international geos or regions to expand into next
Real time response to negative social buzz
Benchmark for how consumers or businesses perceive your brand or product
Scale: Turn 1-to-1 interactions into a show-dont tell proof point.
Leverage: Integrate social into non-social arenas.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 38
Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run geo, emotion, and sentiment
4 | Black diamond run identifying trends in multiple industries
5 | Back country double black predicting real time trends with social buzz.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Black Diamond Run Sugarloaf lift at Alta
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Retail and social
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Identify trending products and tie to inventory levels. Ensure products are stocked
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Automotive and social
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Automotive Insight buzzed about 2015 models, the new Motortrend award
Adobe Digital Index most buzzed about car of the year
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover and social
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Save for Andy
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover and social
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Black diamond Instructor Tips
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Hypothesize How can I use social buzz to identify trends
Ideas
Travel trending cities, beach-towns, other tourist destinations
Media impact of advertising campaign (Super Bowl)
Retail link social buzz to inventory
Automotive Adobe Digital Index 2015 most buzzed about vehicle award
Listen: Targeted listening can become your biggest ROI
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 45
Agenda
1 | Welcome and Overview
2 | Green circle run - simple brand monitoring
3 | Blue square run geo, emotion, and sentiment
4 | Black diamond run identifying trends in multiple industries
5 | Back country double black predicting real time trends with social buzz.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Backcountry Double Black Run
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The Widow Maker
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The movies and social buzz
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Social buzz and the movies
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Movie profitability 23 for 23 basing profitability off of social
buzz Advanced modeling can add predictive
elements for product launches Ex: Fitbit charge
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
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Super Bowl war room
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
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Super Bowl war room pictures My war room
Algorithm based on total buzz, buzz growth vs average day, international reach, positive sentiment, spend efficiency.
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
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My war room
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
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#Likeagirl wins in our first ever Digital Index 2nd screen awards.
Largest International reach: Nissan (55%) Largest buzz growth: Avocados of Mexico
(3000%) Most positive sentiment: Proctor &
Gamble
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
The Super Bowl
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Super Bowl war room pictures My war room
Creative statistics and formulas can create other insights from social listening
Compare products or services against each other
Understand best events to advertise during or what content is performing the best in the social sphere
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Hoover and social
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Instructor Tips
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Hypothesize What advanced models can I create with social buzz
Ideas Predict success of products based off of
historical buzz (FitBit Charge) Algorithm to compare social buzz from
successful marketing campaigns to less successful.
Create buzz from your buzz. Learn: Buzz is more than just mentions,
look for ways to incorporate geo, emotion, growth, and predictions into your social strategy
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 56
Key Takeaways
Basic brand monitoring on your company and
its competitors
1 Creating predictions
from historical buzz for future decisions
3 Identify social buzz
trends to make adjustments to
marketing
2
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 57
Action Items
Start tracking your brand and products now Identify emerging markets with buzz in new geos Monitor sentiment/emotion to engage consumers in real time or improve
products and services
Look for new ways to use buzz link to inventory levels, create new product award, upsell opportunities,
Create advanced models with historical buzz to project success of future products or content
Track Social Like a Local!
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2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Want to learn more? Click here to access the full recording for this
and other Adobe Summit sessions and keynotes.
Using social data to predict real time trends Slide Number 2Slide Number 3Welcome to Utah A Local Skiers GuideWelcome to Utah A Local Skiers GuideSlide Number 6AgendaSlide Number 8Key TakeawaysAgendaGreen Circle Run Sunnyside lift AltaGreen Circle Run SurveyMonitoring the OscarsThe NBAThe NBABrand monitoring demoBasic brand monitoringHoover and socialHoover and socialGreen Circle Instructor Tips AgendaBlue Square Run Collins lift Saddle RunThe World CupSocial buzz leading to real time and future decisionsBrazilians and the World CupBrazilians and the World CupSocial sentiment can reveal a lot about your brandGeo and Emotion DemoHoover reviewsHoover reviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsBlue square Instructor Tips AgendaBlack Diamond Run Sugarloaf lift at Alta Retail and socialAutomotive and socialHoover and social Hoover and socialBlack diamond Instructor Tips AgendaBackcountry Double Black RunThe movies and social buzzSocial buzz and the moviesThe Super BowlThe Super BowlThe Super BowlThe Super BowlThe Super BowlHoover and socialInstructor Tips Key TakeawaysSlide Number 57Slide Number 58