Consumer insights
Klantinzichten door de inzet van Social Media Bart Gotte @bartgotte
30 januari 2011
Challenge
Lot‟s of metrics, lack of insights
“Nu al onze business intelligence (crm, marktonderzoek, online stats,..) is gekoppeld aan de feitelijke klanttransacties blijkt dat we slechts 25% kunnen verklaren…”
Online Customer Feedback
30 november 2010
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Introductie
Consumer Metrics & Insights
Biology
Psychology
Stimulus-Response
Values, motives, Intentions
Sociology Influence
Behavior Online Customer Feedback
2 november 2010
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Introductie
Consumer Metrics & Insights
Sociology
Netnography
Opinion Mining
Text Mining
Influence
Online Customer Feedback
30 november 2010
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Introductie
Consumer Metrics & Insights
Sociology
Netnography
Opinion Mining
Text Mining
Influence
Online Customer Feedback
30 november 2010
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Insights
Social Media Research “De kracht van onderzoek binnen social media is dat de online opinies, conversaties, en ervaringen spontaan zijn. Het biedt antwoorden, ideeen en inzichten die niet vooraf zijn ingekaderd door het stellen van vragen of kaderen binnen onderwerpen…”
Online Customer Feedback
30 november 2010
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…letting go, understanding, embedding
Online Customer Feedback
2 november 2010
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Social media research
Dilemma‟s How to analyze with online conversations? • Automatic webcrawlers/ opinion miners/ Text Analytics •
Teezir, Buzzcapture, Oxyme, etc.
• Human involvement •
Netnography, Grounded Theory, Heurmeneutics, etc
How to deal with conversations? • Passive: •
observe & listen, think & analyze, improve
• Active: •
spokes persons, moderators, webcare-teams
How to deal with methodological issues? • Representativenesss •
No sample data available
• Anonimity •
Who‟s who, and who‟s who really?
• Collectively Exhaustive •
Who‟s not represented online (as contributor, as reader) Online Customer Feedback
30 november 2010
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Social media research
Consequences Branding • Gee, never thought my brand name prevents me to gain insights from online buzz…. • Gee, my company brand is not a social buzz generator •
Unilever, vanLanschot, etc
• Oh, it‟s just a few who write •
But lots who read
Branding revisited • • • •
Insights on competitors Insights on product categories, sub-brands Insights on spokes persons Insights on themes
Online Customer Feedback
30 november 2010
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Social media research
Consequences Methodological cues? • A Fool with a Tool is still a Fool • Sampling • Channels: twitter ≠ Blogs ≠ Fora ≠ news • Data: 20/80 • Data Quality • Be concise • Mind your Queries • Validate by connect data with other indicators • Weighting • Authority, Audience, Activity
Online Customer Feedback
30 november 2010
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Scale & Scope of Consumer Insights
Social Media Research: learning loops Results
1
3
2
Are we doing things right?
Actions Are we doing the right things?
Assumptions How do we decide what is right?
Context
“Organizational Learning II” Chris Argyris, 1996
Online Customer Feedback
2 november 2010
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„Webcare‟
Een greep uit Nederlandse webcare teams:
Online Customer Feedback
30 november 2010
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Online Customer Feedback
2 november 2010
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Social Media Research
Online Feedback > insights > action Social Media Research: van online customer feedback naar waardevolle insights en learnings. Werkwijze in stappen: 1. 1 Vaststellen waar conversaties over je merk plaatsvinden • Waar (welke sites, platforms, social media) wordt er over je gesproken? • Over je merk, je producten, je concurrenten? 2. 2 Verzameling van alle verhalen • Focus op „user generated content‟ 3. Structureren van verhalen, op zoek naar patronen 3 • Ordenen, classificeren en beschrijven van meest voorkomende issues 4. Selecteren van insightvolle verhalen 4 • Spontane, rijke verhalen met meningen en ervaringen 5. Sensemaking: verhalen ontleden met narrative technieken 5 • Samen: management (draagvlak) en consumenten (blindspot) 6. Vaststellen van learnings 6 • Welke veranderingen en aanpassingen zijn nodig Online Customer Feedback
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Social media research
Next When Social meets Mobile… When Social meets Biology… When Social meets Legitimacy
Online Customer Feedback
30 november 2010
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Scale & Scope of Consumer Insights
Wrap up Today‟s business is vulnerable for mindlessness • • •
Due to the focus on rehearsal & efficiency: competence up, competitiveness down Focus on accountability of the past, not on arguments on the future “Metrics als schaamlap voor gebrek aan insights?”
Never rely on a „mean‟: • Focus on outliers, anomalies, iconoclasts • Focus on the movie, not the picture • Broaden your scope & scale To gain competitive power understanding consumers is key; blend your approach • • •
Biology tells you how it works Psychology tells you how it behaves Sociology tells you how its embedded
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Go beyond the
metrics enter the world of
insights Drs. Bart J. Götte MBA e:
[email protected] m: 06-51330947 t: @bartgotte l: linkedin.com/in/bartgotte Online Customer Feedback
30 november 2010
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