starbucks photo insights
DESCRIPTION
Social Media is changing how we understand consumers. Ditto offers a new approach to customer intelligence, surfacing competitive intelligence, product use and cultural trends.TRANSCRIPT
Photo Insights
Susan Munter
SVP, Insights and Branding
Ditto Labs
15 million/day
750 million photos are shared on social
networks every day.
350 million/day
50 million/day
80 million/day
Online conversations now happen through
photos.
Conversations among peers are the marketing
people trust most.
Photos capture people’s lives and passion.
They also capture your brand.
85% of photos with logos are currently missed, along
with the insights into customer behavior.
Brand advocates are missed because most
don’t follow brands.
2%
2%
11%
34%
15%
5%
% OF FANS POSTING PICTURES WHO FOLLOW BRAND
But with Ditto, you can find them
Ditto is a new way to find and understand
customers using image recognition technology.
The Technology
Logo-Detection Engine
Industrial strength
Designed by MIT-trained image recognition engineers
Decades in the making
7 proprietary technologies
Twitter, Instagram, Tumblr
Ditto has two primary offerings
Extract real-time insights into
how consumers interact with
your brand in the wild
Grow your customer base by
finding & engaging with your
most influential fans.
Customer Intelligence Customer Cultivation
Ditto’s lens for photo behavior
Routine
Ritual
Return
Reverence
Re-entry
Ditto’s lens for photo behavior
Ditto’s lens for photo behavior
Pretty much sums up my college experience.
Routine ReverenceRitual
Crew-this is how you start the weekend right.
Return
Greatest mom ever Got these when the restaurant closed. Gottakeep em somehow.
Reverence as Seen in Enhancement
Product Photo
Ditto’s lens for photo behavior
Food Clothes TattoosNails
Ditto’s lens for photo behavior
Cultural Re-entry, today
Starbucks Insights
Starbucks Photo Data (loaded 4/6/13)
Volume
Total Users: 226,145
Total Photos: 205,164
Share Rate: 1.10
Starbucks Photo Data
Volume by Competitor
Starbucks Photo Data
98% Twitter
2% Instagram
Channel
Routine
Ritual
Return
Reverence
Re-entry
Ditto lens for photo behavior
You are here
The Selfers
Chocolate Kathryn, Chocolate Kelsey. That us!
LOL.So me.
If ever I have kids, this is so happening.
How to catch a white girl.
Cause i caCultural appropriation. Fuck them. That’s all I’m say.
I think I found my prom dress.
Photo Insights: Identity
Cause i canLook what my friend did. She’s the best.
I’m so tired but I feel so good.
Recommendations
Justice is the public version of love.
---Cornel West
I’m so tired but I feel so good.
Nudity
Alcohol
Treats
Music
Activity
Now what?
Putting insights to work
Customer Intelligence
Personify customers for positioning, campaigns &
content creation
Inform innovation pipeline
Analyze the competition and aspirational brands
Customer Cultivation
Directly engage based on photo conversation
Directly engage based on level of influence
Identify affinities for partnerships & ad targeting
Protect your brand image against offensive
posts
Applications
