Social Analytics Throughout the Enterprise How Different Departments Can Leverage Social Analytics
Client | Confidential 1 Why leverage social data throughout the enterprise? Social media is the largest source of unsolicited consumer opinions. However, a whopping 96% of businesses fail to unlock the complete potential of powerful data sets. With less than 1% of all enterprise business data ever being analyzed, we can’t help but wonder, why aren’t companies sharing insights across departments?
We believe social data should be used for everything. In increasingly competitive industries, enterprise brands are constantly challenged to differentiate themselves from the competition. By using social analytics, large corporations can both strengthen their individual brand messaging as well as track the direction of the global market to capitalize on new opportunities. So share the data, and instill social insights throughout your business.
Client | Confidential 2 Table of Contents -- Use Cases
Brand Management In this guide, we’ll look at how social analytics can be used for: Digital Corporate Marketing Communications 1. Brand Management 2. Corporate Communications Enterprise 3. Product Development 4. Consumer/Shopper Insights Use Cases 5. Customer Care 6. Digital Marketing Customer Product Care Development
Consumer/Sh opper Insights
Client | Confidential 3 BRAND MANAGER ANALYZING CATEGORY, CULTURE,
COMPETITOR AND CONSUMER
Client | Confidential 4 Why Do Consumers Buy Oreos?
The best brand managers don’t just trust their instincts, they corroborate them with real- world sentiment. This means that they must constantly listen to how consumers are discussing their brand and products on social. By doing this, brand managers often open their eyes to how and why consumers decide to purchase their products.
Oreo offers a perfect example of this in action. Using social data to better understand what makes consumers decide to purchase their cookies allows the brand to create more targeted and successful campaigns in the future.
Read on for an example of how social analytics can help Oreo better understand why and when consumers decide to make a purchase.
Client | Confidential 5 Oreos As Impulse Buy
For brand managers who want to understand more about their customers, as well as the success of their products, diving into branded social allow enterprise corporations to access the information they need.
Knowing more about the ‘why’ behind purchase behavior can help shape future campaigns.
Client | Confidential 6 What Drives In-Store Purchases?
Drivers of Purchase Behavior associated with Oreos (Lifecasting)
By analyzing consumer reasoning behind purchase behavior, Oreo was able to see that 14% of consumers and bought Oreos even though they went to the store without intending to.
Future campaigns can play off of this revelation by teasing consumers about how they’ll end up buying the Oreos even if that wasn’t their initial reasoning for coming to the store.
Client | Confidential 7 Oreo Opportunities
Product Placement Product
Conversation Topics Response to Advertisements Mentions of Retailers
Client | Confidential 8 Oreo In-Store Purchases
With the help of social analytics, enterprise brands like Oreo can join the discussion surrounding their brand, starting with general product mentions. This information is essential for understanding the general profile behind consumers who enjoy Oreos. From the data, we can see that the Halloween
Oreos were a hit with mothers and young children.
Using this data, Oreo can capitalize on seasonal cookie themes, and cater advertisements towards this newly identified segment. In addition to general mentions, purchase behavior and product placement,
Oreo can explore larger subtopics, such as major retail locations, customer reactions to commercials, and customer complaints about their products.
Client | Confidential 9 CORPORATE COMMUNICATIONS
MANAGING BRAND PILLARS & PR
Client | Confidential 10 What Values Do Consumers Associate Your Brand?
How do consumers view your brand? What qualities do they associate it with? Answering these questions can help companies make important decisions about rebranding, audience segmentation, and future campaigns.
Unilever offers a clear example of how enterprise-grade companies can use social media data to better understand how consumers view their brands.
Client | Confidential 11 What are Consumers Talking About?
Successful enterprise brands have strong corporate values. Unilever focuses their brand upon the sustainable living plan. The pillars focus on improving health and well-being, enhancing livelihoods, and reducing their environmental impact. But do consumers see those values across all Unilever brands?
Client | Confidential 12 Unilever and Sustainability
Analysis of Unilever Brand Pillars By analyzing data from Crimson’s ForSight platform, we can see that “Sustainability” and “Genuineness” are two strong brand pillars that Unilever consumers feel the enterprise brand maintains well.
Alternatively, “Innovation” and “Transparency” appear to be values that Unilever can focus on promoting moving forward.
By using social analytics, brands can isolate conversations on specific ‘values’, giving them precise details on whether or not consumers believe the brand is successful, or not, in maintaining these pillars.
Client | Confidential 13 Responses to Unilever’s Sustainable Living Plan
Brands can open doors into the previously mentioned subtopics to directly access consumer reactions to their values.
By doing so, Unilever was able to discover “Change”, “Challenges”, and “Progress Reports” are major topics of discussion for the brand.
Client | Confidential 14 Measuring Unilever’s Brand Pillars Over Time
Unilever’s strategic push for sustainability
Client | Confidential 15 SUPPORTING PRODUCT DEVELOPMENT INSTANT FOCUS GROUP OR SURVEY FEEDBACK
Client | Confidential 16 Consumers Speak, Chase Listens
It’s not just brand image that can be illuminated through social data, though. Decisions about a company’s products themselves can also be improved by insights gleaned from social.
Read on to see how Chase leveraged social analytics to decide to add new functionality to its mobile app.
Client | Confidential 17 Chase Plans For Their Mobile App
Client | Confidential 18 Chase Uses Social As Focus Group
With social analytics, brands can make sense of the how well their products are faring with consumers. By parsing major topics of conversation, Chase Mobile was able to track how consumers felt about their app.
From the analysis, we can see that during the given time period, customers expressed frustration with the time it took Chase to process checks. Consumers also expressed interest in notifications assuring them that deposits had been completed.
Client | Confidential 19 Adapting the Mobile Banking Product Strategy
By capitalizing on these actionable insights, Chase was able to better understand major customer frustrations and desires.
In addition to fixing issues through the initial product development stage, enterprise brands in the financial sector, such as Chase, can stay ahead of the competition by listening to what consumers want: deposit notifications.
By having access to real time data, major financial brands like Chase can give their brands a competitive edge by maintaining high levels of customer satisfaction.
Client | Confidential 20 UNDERSTANDING CONSUMER / SHOPPER INSIGHTS
CATEGORY, CULTURE, AND CONSUMER
Client | Confidential 21 For Market Researchers and Digital Analysts
Understanding how and when consumers use your product is critical for creating more effective marketing campaigns and more useful products.
A social media analysis for Nespresso, for example, revealed that there are two disproportionately common reasons people consume Nespresso: to spend quality time with loved ones, and as way to experience new flavors.
Read on to see how this information could help Nespresso identify new business opportunities and differentiate themselves from competitors.
Client | Confidential 22 How Do You Nespresso?
Enterprise organizations can not only use social data to improve customer care, but also to better understand their customer profiles.
Nespresso, for example, used social data analytics to further understand how, where and why consumers enjoy their coffee.
Client | Confidential 23 Coffee For Friends and Flavor
Client | Confidential 24 Nespresso’s Future Campaigns
From the data, we can see that a large portion of consumers are communal with their coffee, and express enjoying their coffee with loved ones. Additionally, another major coffee discussion topic pertains to the flavor of coffee, or alternative caffeinated beverage, being consumed.
Brands like Nespresso can take information like this and make strategic decisions centered around how coffee brings together authentic and meaningful relationships. Nespresso could create capaign centered on new recipes and flavor compilations.
Client | Confidential 25 Nespresso vs. Keurig
In addition to general industry behavior, enterprise brands can use social data to learn more about their brand specific audience interests.
When comparing Nespresso to Keurig, it’s clear that Nespresso’s audience has a stronger interest in Hotels and Resorts.
Nespresso actively made use of these insights by implementing their machines in a variety of hotels.
Client | Confidential 26 Nespresso and Hotels
The data reveals through major topics of conversation that consumers were thrilled about the brand’s hotel collaboration.
Their excitement proves that the brand was successful in targeting a specific demographic, as well as positioning themselves as a leader within the industry space.
Client | Confidential 27 CUSTOMER CARE
RESPONDING TO CRISIS &
GENERATING CONTENT
Client | Confidential 28 DiGiorno’s Brand Crisis
In 2014, DiGiorno Pizza accidently joined a serious conversation about domestic violence when it used the trending hashtag #WhyIStayed to promote its pizza.
The hashtag was being used for people to share stories about surviving domestic abuse. Though DiGiorno was quick to recognize its mistake, many users on Twitter took screenshots of the post and the brand quickly began to receive negative publicity for its action.
What’s a brand to do in such a situation? Step one for DiGiorno was to figure out if their apology resonated with consumers via social analysis.
Client | Confidential 29 Managing the Crisis
Client | Confidential 30 DiGiorno’s Crisis: Before and After
From this analysis, it’s clear that while the politically incorrect tweet caused a spike in branded conversation over social, most reactions were positive, praising DiGiorno for apologizing to customers, and for handling the situation well.
Also amazingly, negative sentiment for the brand was lower two months after the scandal, than two months prior to the tweet.
DiGiorno’s quick and clear insight into how their reaction with consumers and helped increase overall brand reputation.
Client | Confidential 31 Client | Confidential 32 Hip Hop Content
When building content, organizations need to be able to access data as fast as possible, in an effort to stay ahead of the game. With access to top influencers, major mentions and trending tweets, real time data can be accessed fast, and used to gain direct access to who, and what their target audience is interested in.
Enterprise leaders in the hip hop industry can track major influencers in their space in hopes of collaborative efforts. Capitalizing on how and who influences consumers, brands can create a stronger parallel connection between consumer and brand, improving transparency and customer care. In doing so, hip hop brand managers and creative strategists can create effective campaigns that are industry specific, focusing on viral trends composed of the appropriate gender, geographic location, top twitter mentions and trending media segments.
Client | Confidential 33 Hip Hop Gone Viral
Client | Confidential 34 Hip Hop Influencers
Client | Confidential 35 DIGITAL MARKETING
INSIGHTS TO DRIVE CAMPAIGNS
MEDIA PLANNING
CAMPAIGN ROI
Client | Confidential 36 Cheerios and Dads
Brands implementing a digital strategy must make sure that their efforts are being received by the right consumers. With all the time and energy that goes into campaigns, marketing strategists want to ensure that their advertisements meet target consumer groups and capitalize on persona interests.
Client | Confidential 37 Cheerios Audience Analysis
Cheerios Audience General Population When comparing the Cheerios audience to Twitter’s general population, we can see that those discussing Cheerios over social are more interested in “Parenting”, “Sales”, “NFL” and “R&B”. Not only are Cheerios consumers more passionate about parenting, but they have stronger interests in “Being a Dad”.
From this analysis, Cheerios could have a lot of success targeting parents for a future advertising strategy.
Client | Confidential 38 Clorox Finds Its Market
To figure out the best space for media placements, Clorox was able to utilize the psychosocial profile of consumers. In doing so, Clorox was able to capitalize on what their consumers are interested in, thus improving engagement with the brand’s customer base.
Client | Confidential 39 Who Buys Clorox?
Clorox General Twitter Population
Overall, when comparing Clorox’s audience interests with the rest of Twitter, it’s clear that consumers are more passionate about sports, with high affinities forFootball, Basketball and ESPN.
Client | Confidential 40 Clorox and American Idol
The Voice American Idol
Client | Confidential 41 To ensure that media placements are successful, brands must know they’re planting creative content in the right place, not only delivering to the right demographic, but also capitalizing on what those consumers are enthusiastic about. When deciding what show would be best for partnerships, Clorox compared audience interests between The Voice and American Idol to see which audience shared more interests with the brand. After looking at the data, it’s clear that a large portion of American Idol’s interests are aligned with Clorox consumers.
Armed with the power of detailed audience insights and conversation drivers, enterprise brands can learn why their campaigns were or were not successful, and with which groups.
Client | Confidential 42 Are Hyundai’s Ads Working?
With any campaign, brands want to measure the effects of their marketing efforts. For example, after Hyundai’s Super Bowl campaign had launched, brand managers, marketing teams and sales professionals were interested in how the campaign resonated with consumers. Did Hyundai’s campaign grab the attention of consumers? And more importantly, did it drive sales?
Client | Confidential 43 Hyundai in the Driver’s Seat?
With Crimson’s data, automotive brands like Hyundai can track campaign success by monitoring sentiment, major topics of conversation and purchase lifecycle. From the data provided, it’s clear that consumers were susceptible to the commercial, but did the ad have a direct correlation with an increase of sales?
Client | Confidential 44 Accelerating Sales
The data shows that not only was the commercial a success, Hyundai saw an increase in the number of consumers expressing purchase intent.
With social analytics, enterprise brands can categorize major topics of conversation, including purchase intent to track how consumer behavior shifts over time.
Client | Confidential 45 Audience Reaction
Client | Confidential 46 Ultimately, it’s in the hands of your customers to generate the unsolicited buzz around your products and services; and, in turn, drive the success of your brand. For any enterprise corporation, Crimson Hexagon can provide industries with actionable insights to gain stronger intelligence on consumer sentiment, track product developments, and so much more to generate better business decisions.
By accessing Crimson Hexagon’s 850 billion data library, brands who make use of the platform’ s historical analysis and real-time tracking abilities can become true thought leaders within the industry, connecting to greater stronger satisfaction with consumers, and building lasting loyalty between each consumer and the brand.
Client | Confidential 47 About Crimson Hexagon
Crimson Hexagon is a leading provider of social media analysis software. Powered by patented technology and an in-house data library of more than 500 billion posts, Crimson Hexagon’s ForSight™ platform helps hundreds of brands and agencies answer critical business questions through the insights derived from social data. Clients include leading global organizations such as General Mills, Starbucks, Paramount Pictures, Microsoft, and Twitter, and leading agencies such as Translation, Edelman, and We Are Social.
Find us on Twitter @crimsonhexagon.
Client | Confidential 48