expect great answers

InnoCos 2012: Day 2

Listen to your consumers

Sourabh Sharma | SKIM @skimgroup @sssourabh #innocos

… and much more

Blog •  Sssourabh.com •  Facebook Page

Professional •  LinkedIn •  Carbonmade Portfolio

Social •  Facebook •  Twitter •  Google+ •  Lookbook

Photo •  Tumblr •  Flickr •  Instagr.am •  Pinterest •  Gentlemint •  Dudepins

Ideas •  Formspring •  Stumbleupon

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Watch Listen Communicate

Choice modeling Ethnography Focus group

In depth interview Product testing

Quantitative surveys Qualitative interviews

.

Listen

Social Media Research

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of people trust online peer recommendations 90% trust advertisements 14%

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Listen

Monitor and assess your

brand

Craft a strategy based

on your consumers

Monitor and assess your brand

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“Is this ad offensive to anyone else out there?”

“The ad has to be trashed. I’m not buying

a NIVEA product as long as this terrible ad

is on the air.”

“Won’t be using Nivea aftershave anymore. Let’s see how they do

WITHOUT my UN-CIVILED DOLLARS”

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August 18th: Launch ad

August 19th: Nivea issues apology

What does social media show us?

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Power of an apology?

Short attention span of

consumers?

Strong brand activities by marketing

team?

Strong brand?

Craft a strategy based on your consumers

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Snickers

Hershey's

Butterfinger

KitKat

Twix

Toblerone

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Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme

Incr

easi

ng P

assi

on

Increasing Positivity of Sentiment

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25

30

35

40

45

50

55

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

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Time

% P

ositi

ve

Valentines

Halloween

Christmas

Hersheys   Snickers   Toblerone   Twix   Kitkat   Butterfinger  

Taste  (Savor)  

New  

Looks  Good  (Sight)  

Not  too  sweet  

Sound  

Price  

Feels  Good  (Sensa<on)  

Different  

Scent  

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Functional elements

Incr

easi

ng im

port

ance

Increasing volume of conversation

Strength

Weakness

Neutral

No mentions

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They talk mostly on blogs

(US)

They purchase it in grocery or

mass retailers

It is mainly eaten by their men or their

children

They eat it at home on holidays and other occasions

Their children eat it in school

Young and middle aged women talk

about

Go beyond social media listening… take action

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Concept generation

Campaign effectiveness

Campaign material

What triggers

consumers?

Market needs

Product development

ideas

Uncover ideas for the

next innovation

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Watch Listen Communicate

expect great answers

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@skimgroup @sssourabh #innocos