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Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola

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Presentation on theme: "Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola"— Presentation transcript:

1 Getting Ahead of Demand Wednesday, September 19, 2012 Frank Cotignola

2 Social Media Listening Defined

3 Understanding Consumers 1.Social media conversations 2.Search behavior

4 What It Isnt (But What It May Lead To)

5 Asking

6 Listen to What Customers Are Saying Does Your Brand Fit Into The Conversation?

7 Putting Theory Into Practice

8 Chocolate

9 Chocolate Searches Peak During Valentines Day, Christmas Source: Google Insights for Search

10 Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Insights for Search

11 There Have Been More Than 17 Million Chocolate Conversations Over the Past Year, With the Peak at Valentines Day Number of conversations by month Valentines Day Peak Positive/negative sentiment Source: NetBase 52 weeks ending September 1, 2012

12 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

13 CakeDark Chocolate Source: NetBase 52 weeks ending September 1, 2012 Dark Chocolate Is Good for You & Reduces Stress, While Chocolate Cake Helps You Lose Weight!

14 Increased Interest in Dark Chocolate (via Search) Source: Google Insights for Search

15 Dark Chocolate Benefits, Recipes Are Top Searches, Taste Is an Issue Source: Google Insights for Search, NetBase 52 weeks ending September 1, 2012

16 Dark Chocolate Likes: Health Benefits Dark Chocolate Dislikes: Taste Source: NetBase 52 weeks ending September 1, 2012

17 Chocolate Searches peak during Christmas, Valentines Day Cakes, cookies, recipes most searched Conversations peak during Valentines 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

18 Forecasting the Economy

19 Where Is the Economy Discussed? Source: NetBase 52 weeks ending July 5, 2012

20 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 sentiment about the economy Source: NetBase 52 weeks ending September 1, 2012

21 The Economy Is Being Destroyed Positive vs. Negative Behaviors About the Economy Source: NetBase 52 weeks ending September 1, 2012

22 Unemployment Gas prices Using Social Media to Assess the Economy Comments, Negative Buzz Lower Than YAG # of CommentsPositive Sentiment Negative Sentiment Source: NetBase 52 weeks ending September 1, 2012

23 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

24 Gluten Free

25 Gluten Free Likes: Taste / Dislikes: Expense, Taste Gluten free Likes Gluten free Dislikes Source: NetBase Insight Workbench 52 weeks ending August 2011

26 Gluten Free Top Searches: Recipes Source: Google Insights for Search

27 Taste (Likes) Taste (Dislikes) Gluten Free Taste Is Polarizing Source: NetBase Insight Workbench 52 weeks ending August 2011

28 Hot Peppers

29 Hot Peppers Summer Conversation Spikes, 3:1 Positive Source: NetBase Insight Composer 52 weeks ending June 8, 2012

30 Hot Peppers Strong & Delicious Source: NetBase Insight Composer 52 weeks ending June 8, 2012

31 Hot Peppers Strong, Positive Emotions Source: NetBase Insight Composer 52 weeks ending June 6, 2012

32 Hot Peppers North America, Summer Months Dominate Search Source: Google Insights for Search

33 Hot Peppers: How Can I Use Them? Source: Google Insights for Search

34 In the End… Social media can provide insights on their own They can also enhance asking research

35 Thank you! Frank


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