douwe rademaker festival of newmr 2017
TRANSCRIPT
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SpringboardingfromSocialListeningtoSocialIntelligence
DouweRademaker
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Marketersnowhaveunprecedentedaccesstoconsumer‘sorganic,unfiltered,unsolicitedfeelings
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Thestruggleliesinmakingsenseofallthesocialdata
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Provenframeworkshelpusuncoverdeeperinsights
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SOCIALDATACANHELPCREATEADYNAMICMARKETSTRUCTUREANDBRANDEQUITYSCORE
SOCIALDATAMARKETSTRUCTURE
BRANDEQUITY
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
In2015,Volkswagenwastangledinanemissionsscandal…
A<erEPATes@ngfoundemissionsmuchlowerduringstandardtes@ngthanduringon-road
performance,VolkswageneventuallyadmiFedthat11millionofitsvehicleswereequippedwithSOFTWAREUSEDTOCHEATONEMISSIONSTESTS.
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
…resulVnginabacklashacrossmediaplaWorms
NEWSREPORTS SATIRE INTERNETMEMES
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
WelookedattheVWimagebeforeandaXerthescandal
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
BeingmenVonedwithotherbrandsinfersarelaVonship
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
(PRE-SCANDAL)
VWBRIDGESGAPBETWEENUSANDEUROBRANDSANDCOMPETESWITHPREMIUMUSBRANDS
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
(POST-SCANDAL)VWSTRONGERPOSITIONEDWITHEUROBRANDSANDLOSINGCONNECTIONTOUSBRANDS(ANDCONSUMERS)
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
SCANDALRESULTEDINAMORENEGATIVEBRANDASSOCIATIONNETWORK,EXPACTATIONISTHATITWILLBESHORT-LIVED
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
PRE-SCANDAL POST-SCANDAL
CHANGESINABRANDSASSOCIATIVENETWORKIMPACTSITS‘BRANDDENSITYSCORE’
85
50
48
1O0
78
55
52
105
PRELIMINARYANALYSIS
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Socialfindingswereconsistentwithin-marketimpact
Source:autoguide.com“how-much-has-dieselgate-affected-vw-sales”
FINDINGS
• SpikeinVWmen@onsandnega@vesen@mentpost-scandal
• Frequencyofmen@onsreturnstonormallevelsrela@velyquickly
• ImpactofVW’sposi@oninmarketappearstobeminor
MARKET IMPACT
• SalesdeclinesrelatedtoaffecteddieselmodelsVWstoppedselling
• PerceivedtobeimpossiblethatVWcoulds@llbechea@ng
• Rebatesandstrongreputa@onhelpedweatherthestorm
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
FOURBENEFITSON-DEMANDCANBEDONEANYTIME,DON’TNEEDASURVEY1
2
3
4
UNLIMITEDSCOPENOLIMITSONNUMBEROFBRANDS–FROM10TO1000+
FULLYFLEXIBLEZOOM-INORZOOM-OUTONMARKET/COMPETITIVESET
TIMEPERIODANALYSISUNDERSTANDTRENDSORIMPACTOFSPECIFICEVENTS
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
INSUMMARYSOCIALDATAPROVIDESACCESSTOORGANICCONSUMERDATA
PROVENFRAMEWORKSESSENTIALINMOVINGFROMDATATO
INTELLIGENCE
TRUEFORESIGHTSCOMEFROMINTEGRATIONOFSOCIAL
INTELLIGENCEWITHOTHERINSIGHTS
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
ThankYou!
SpringboardingfromSocialListeningtoSocialIntelligenceDouweRademaker,Ipsos
Festival of #NewMR 2017
Q&A
AndrewJeavonsMassCogni@on
DouweRademakerIpsos