1. To Listen Is To Know Using Social Media and Search To Unlock Consumer Insights Frank Cotignola Twitter: @fco24 www.frankcotignola.com Frank Cotignola Twitter: @fco24 www.frankcotignola.com

2. Why Listen When I Can Ask? 2

3. Will Consumers Really Tell You What Is On Their Minds? 3

4. The Many Benefits of Listening Unedited conversations Ability to trend Huge sample sizes Infinite number of topics 24/7 opinions Global reach Source: eMarketer http://goo.gl/EBguq 4

5. 5 What’s Possible Using Social Media Listening? 5

6. 6 No Way! Inertia and the “Threat of the New” Are These Really My Consumers? Tell Me the Demographics Who Has Time To Read All Of This? “What Does This Tell Me That I Don’t Already Know?” 6

7. 7 What Do I Listen For? Where Do I Look? How Do I Make Sense of It All? Well, Maybe I’ll Give It a Try? How Do I Get Started? But…. 7

8. First, Where To Go 1. Social Media Conversations 2. Search Behavior 8

9. 9 Then, Start By Looking At Examples 9

11. “Morning/Food” averages 30-50k posts per month, more than half positive Source: NetBase Insight Composer 52 w/e 4-6-13) 11

12. “Eggs,” “Coffee,” and “Fruit” Top Morning/Food Mentions Share of Top 50 Mentions When Morning/Food Is Discussed Source: NetBase Insight Composer 52 w/e 4-6-13 Although, more talk about “not eaten” 12

13. Why morning and food may be difficult How can this be overcome? Source: NetBase Insight Composer 52 w/e 4-6-13 13

14. “Not eat” is almost as important as “eat” Source: NetBase Insight Composer 52 w/e 4-6-13 14

15. Which brands are associated with “morning/food?” Source: NetBase Insight Composer 52 w/e 4-6-13 15

16. Twitter dominates, females almost 2/3rds of conversations Source: NetBase Insight Composer 52 w/e 4-6-13 16

17. Morning/Food on Pinterest Variety Source: Pinterest, “Morning Food” 17

19. http://goo.gl/NgnvE 19

20. Chocolate Searches: Rising, Holiday Peaks Source: Google Trends http://goo.gl/cUi8y 20

21. Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Trends http://goo.gl/cUi8y 21

22. Chocolate conversations: increase from Halloween through peak of Valentine’s Day Number of Conversations By Month Positive/Negative Sentiment Source: NetBase Insight Composer 52 w/e 4-6-13 22

23. Time of day not a factor in top Chocolate conversations Share of Top 100 Chocolate Mentions Source: NetBase Insight Composer 52 w/e 4-6-13 23

24. Even when you focus on “chocolate” and “morning,” chocolate only represents less than 10% of the top 100 conversations Share of Top 100 Chocolate/ Morning Mentions Source: NetBase Insight Composer 52 w/e 4-6-13 24

25. “Not eat” almost as large as “eat” Source: NetBase Insight Composer 52 w/e 4-6-13 25

26. Chocolate on Pinterest Candy, Cakes, and Keyboards Source: Pinterest, “Chocolate” 26

27. Cholesterol http://www.raw-milk-facts.com/cholesterol_primer_T3.html 27

28. http://consumer.healthday.com/Article.asp?AID=656146 28

29. CHOLESTEROL Despite nuts’ benefits, 28 other words are mentioned more frequently Source: NetBase Insight Workbench 52 w/e August 2011 “Nut” is #29

30. “Nut” Mentions, Cholesterol Conversations CHOLESTEROL While th e word on nuts is getting out, there aren’t enough conversations Source: NetBase Insight Workbench 52 w/e August 2011 30

31. IN THE END… … Interpretation and Judgment …Listening can both enhance (and substitute for) asking 31

32. Thank you! Frank Cotignola @fco24 www.frankcotignola.com 32