To Listen Is To Know Using Social Media and Search To Unlock Consumer Insights Frank Cotignola Frank Cotignola

Why Listen When I Can Ask? 2

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

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

5 What’s Possible Using Social Media Listening? 5

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 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

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

9 Then, Start By Looking At Examples 9

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

“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 Although, more talk about “not eaten” 12

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

“Not eat” is almost as important as “eat” Source: NetBase Insight Composer 52 w/e

Which brands are associated with “morning/food?” Source: NetBase Insight Composer 52 w/e

Twitter dominates, females almost 2/3rds of conversations Source: NetBase Insight Composer 52 w/e

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

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Chocolate Searches: Rising, Holiday Peaks Source: Google Trends 20

Cake, Cookies, Recipes Most Popular Chocolate Searches Source: Google Trends 21

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

Time of day not a factor in top Chocolate conversations Share of Top 100 Chocolate Mentions Source: NetBase Insight Composer 52 w/e

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

“Not eat” almost as large as “eat” Source: NetBase Insight Composer 52 w/e

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

Cholesterol 27

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

“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

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

Thank you! Frank 32