going deep with social: methods to listen and engage with customers for unique in-depth insights

8/14/2019 Going Deep with Social: Methods to Listen and Engage with Customers for Unique In-Depth Insights

1/38

Going Deep with Social:Methods to Listen and Engage with

Customers for Unique In-Depth Insights

Rich Ullman & Edward Oh

November 13, 2009

[email protected] / [email protected]

social network analysis software
http://www.ripple6.com/http://www.ripple6.com/


2/38

Our Agenda

Go beyond the initial step of listening on the web to seehow simple, yet comprehensive solutions can help youto gain insights from some of the most relevantconversations among your customers. You'll learn

about nimble, cost-effective methods that can bequickly deployed and integrated with your overallresearch plans. How do you generate rich qualitativeinsight on the discussions that are most relevant toyou? How can you paint more vivid, lifelike pictures

of your audience by understanding how they areconnected and the context of conversations


3/38

Our Agenda

Go beyond the initial step of listening on the web to seehow simple, yet comprehensive solutions can help youto gain insight from some of the most relevantconversations among your customers. You'll learn

about nimble, cost-effective methods that can bequickly deployed and integratedwith your overallresearch plans. How do you generate rich qualitativeinsight on the discussions that are most relevant toyou? How can you paint more vivid, lifelike pictures

of your audience by understanding how they areconnected and the context ofconversations


4/38

Going Deep: Agenda

1. Introduction

2.The Social Landscape

3.Listening and Engagement Opportunities

4. Integrating the Opportunities

5.Summary

6.Q&A

7.


5/38

Who is Ripple6?

Founded 2006

A wholly-owned, independentlyoperated subsidiary of Gannett.Co., Inc. (as of 11/2008)

Sister Companies Point Roll,ShopLocal, USA Today, HSSports, BNQT

Social Platform; StrategicInnovation Partner

Partners include Procter & Gamble,Gannett , Meredith, Unilever


6/38

Going Deep: Agenda

1.Introduction



4. Integrating the Opportunities

5.Summary

6.Q&A


7/38

Social Networks: More and More Time

Source: Nielsen Online; August 2009.

3x faster

1 in 6 minutesPeople arespending more timeon social nets

And time spent

continues to grow


8/38

A Look at Online Community Members

Visit Their Community at Least Once Per Week

Age Under 20

91.5%

Age Over 50

87.5%

Source: e-Marketer USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"


9/38

The Audience Returns; They are Engaged

54% Log into their community at least once a day

71% Say their community is very or extremelyimportant to them

56% Meet their online counterparts in person

55% Feel as strongly about their online

communities as they do about their real-world communities

Source: e-Marketer; USC Annenberg School Center for the Digital Future, "The 2008Digital Future Project-Year Seven"


10/38

Going Deep: Agenda

1.Introduction



4. Integrating the Opportunities5.Summary

6.Q&A


11/38

What is Listening?

The study of naturally occurring conversations,behaviors and signals that may or may not be guided,that brings the voice of peoples lives in to the brand.

Authentic, unfiltered thoughts Guided by other people or organizations

Consumer reactions from the inside

Not just focused on online conversations

Brands are in a learning relationship over time; bothimprove when each listens and responds to the other.

The ARF Foundation Series: Foundations of Listening: Putting Listening to Work.


12/38

Three Core Opportunities via Social Nets

1. Listening

Put your earto the ground


13/38

The Enhanced Ear to the Ground

Search Engines Google, TechnoratiMedia Monitors Meltwater NewsAlert Services TweetBeep,Text Analyses Lexalytics, Radian6,

Buzzmetrics, ScoutLabs


14/38

The Enhanced Ear to the Ground

1. Listening


Reputation Management

Proactive Monitoring

Listening

Engaging


15/38

Go Beyond Listening: Engage!

1. Listening


2. Customer

Communities

Panels forongoing feedback


16/38

The Back Yard Transformative Communication

Anonymous hits

People, conversations,connections


17/38

Private Backyard: The Salon

Objective

Measure the flow of word-of-mouthmessages to understand itscorrelation with purchase intent.

Execution

Community of users

Ripple Analytics Measures

Relationships

Participation

Conversations

Flow of messages

WOM influence on purchases


18/38

Public Backyard: Dont Bring Them to Yours

Where They:Go regularlyHave rich profilesHave trusted networksShare information in networks

Affinity Networks Provide aProper Context for Brands toInteract.


19/38

4 Quick Learnings from the Backyard

1. There is aWelcome Mat for

Marketers.

2. Transparency

and honesty are thekey to keeping it

there.

3. Relevance is thekey to buildingrelationships.

4. Remember theyare people.

Emotion makes adifference.


20/38

Find Relevance.

1. Listening


2. Customer

Communities


When?


21/38

The Opportunity to Dig Deep

1. Listening


2. Customer

Communities


3. CustomResearch

Event DrivenOpportunities


22/38

Custom Research: Post Cereals

4 week qualitative researchstudy embedded in a socialnetwork.

90+ moms / 70 topics

The platform allowed us to reachout to moms in a way that wasconvenient and comfortable for

them. It created honestconversations and feedback about

our brand which allowed for solidinsights.

Greg LanidesBrand ManagerGrape Nuts


23/38

Brand-less and conversational

Used to gain insights on how tostructure the Suave BrandCommunity

Tested Brand Community nameprior to launching thecommunity

Social Insights Week One:

31 conversations

1,800+ comments


24/38

Suave: Social Insights + Brand Community

Private Research Group

Discover brandadvocates

Develop knowledge forstrong brand

community

Spread the word and developawareness of salon qualityproducts from Suave

Community fostersparticipation and ownershipof the brand, creating trust


25/38

Advertising Agency: New Business Pitch

Objective

Proof of concept on product fornew business pitch

Execution

Embedded Study in AffinitySocial Network

Recruited in 48 hours

Delivered actionable insightson 15 questions

Start to finish in 1 week


26/38

Going Deep: Agenda

1.Introduction



4. Integrating the Opportunities5.Summary

6.Q&A


27/38

Integration. Putting Each Part to Work.

1. Listening


2. Customer

Communities


3. CustomResearch

Event DrivenOpportunities


28/38

Ripple6 Social Insights: Options

Create a stand-alone research community andleverage existing social networks to

complement panel

Build a stand-aloneresearch community

Operate research projectswithin an existing socialnetwork


29/38

Social Insights: Multiple Types of Interactions


30/38

Many Interactions Equals


31/38

Ripple Analytics

Actionable insights that enable you to understand yourcommunity and your audience.

How dopeople prefer to communicate?

What do they find important or valuable?

What kinds of relationships are forming?


32/38


33/38


34/38

Ripple Analytics Demo

One Brief Example


35/38

Ripple6 Social Insights

Application

Concept, Communications, A&U, Website Design,IHUT

Packages

Smart Start Build your community/network

Research Base

Open Platform

Research Methodology Integration

Services agnostic


36/38


37/38

Q&A


38/38

Going Deep with Social:Methods to Listen and Engage with

Customers for Unique In-Depth Insights

Rich Ullman & Edward Oh

November 13, 2009

i h@ i l 6 / d@ i l 6

going deep with social: methods to listen and engage with customers for unique in-depth insights

Documents