Brand Monitoring and Consumer Behavior
-
Upload
tarcizio-silva -
Category
Technology
-
view
1.343 -
download
4
description
Transcript of Brand Monitoring and Consumer Behavior
Brand Monitoring and Consumer Behavior
Brand Monitoringand ConsumerBehavior
Brand Monitoring and Consumer Behavior
Tarcízio Silva
Tarcízio Silva is a brazilian consultant, master student at PPGCCC-UFBA, research and development officer at PaperCliQ and member of GITS. Editor of #MídiasSociais: Perspectivas, Tendências e Reflexões(#SocialMedia: Perspectives, Trends and Thoughts) and Mídias Sociais e Eleições 2010 (Social Media and 2010 Elections).
www.tarciziosilva.com.br/blogwww.slideshare.net/tarushijiowww.twitter.com/tarushijiowww.papercliq.com.brwww.gitsufba.net * Click to view this presentation in
portuguese / Clique para ver a versão em português dessa
apresentação
Brand Monitoring and Consumer Behavior
Consumption
“an active mode of relations ... a systematic mode of activity and a global response on which our whole cultural system is founded [...]. Consumption is a systematic act of the manipulation of signs.“ (Baudrillard, 1968)
Brand Monitoring and Consumer Behavior
Consumption and Social Aspects
- Consumption decisions are ubiquitous
Brand Monitoring and Consumer Behavior
Consumption and Social Aspects
- Consumption choices fulfill functions of social identity
Brand Monitoring and Consumer Behavior
Consumption and Social Aspects
- Consumer behavior involveemotional consequences
Brand Monitoring and Consumer Behavior
Consumption and Social Aspects
- The context of consumption provides specific social interactions
Brand Monitoring and Consumer Behavior
Consumption and Social Aspects
- Advertising helps shape norms and values
Brand Monitoring and Consumer Behavior
Consumer Behavior
- Generations? X, Y, Z, alfa, beta?
Brand Monitoring and Consumer Behavior
Consumer Behavior
- Tribes?
Brand Monitoring and Consumer Behavior
Consumer Behavior
- Prosumers?
- Producer + consumer
Brand Monitoring and Consumer Behavior
Consumer Behavior
- There is not only half a dozen types of consumers
- The consumers don’t want to be only tribe members, generations or only a number
- They want to be treated as individuals and perform social actions like word of mouth complaining and complimenting about companies and products
Brand Monitoring and Consumer Behavior
Consumption and Trust
Global Consumer Trust in Advertising
by Channel (Nielsen, 2009)
Brand Monitoring and Consumer Behavior
Blackwell, Miniard e Engel, 2005
Emotional Benefits Functional Benefits
Receiver - Decrease risk of new behavior- Increse confidence of choice- Increase likelihood of acceptanceby a desired group or individual- Decrease cognitive dissonance
- More information about theoptions- More reliable/credible information- Less time spent on search- Enhanced relationship
Sender - Feeling of power and prestige ofinfluencing others’ behavior- Enhanced position within a group- Decreased doubt about one’s ownbehavior
- Potencial reciprocity of exchange- Increased attention and status- Increase in number of individualswith similar behaviors- Increased cohesion within group- Satisfaction of verbal expression
Consumption and Word of Mouth
Brand Monitoring and Consumer Behavior
Word of Mouth and Online Content
The acronyms are brazilian cities (FLO: Florianópolis; POA: Porto Alegre; GRJ: ; BHZ: Belo Horizonte); economic
classification (A/B/C/D/E); and age groups.
Brand Monitoring and Consumer Behavior
Consumption
Online opinions as souce to optimize the 4 Ps of Marketing
Product Place
Price Promotion
Brand Monitoring and Consumer Behavior
Consumption
Product
(a)
(b)
(a): A blog post recommeind cosmetic products.(b): A video of a mal-functioning home appliance.
Brand Monitoring and Consumer Behavior
Consumption
Place
(a): A topic where a user talks about opening of a Burger King restaurant and asks about fast food in other cities.(b): A Twitter user ironically says “follow friday to my city”, complaining because the city, Macaé, doesn’t have a beer delivery service and compares the city with São Paulo, the biggest city in Brazil.
(a)
(b)
Brand Monitoring and Consumer Behavior
Consumption
Price
(a): A review about Heineken (beer), comparing with the brazilian beer Skol and complaining about the price of the Dutch beer.(b): A tweet that compares the icecream of McDonald’s with a small grocery store.
(a)
(b)
Brand Monitoring and Consumer Behavior
Consumption
Promotion
(a): Blog post about a guerrilla marketing action that didn’t worked because the population feared the product (mysterious boxes) and called the police.(b): A tweet that says “Did you ever notice that every car advertisement shows the car running through empty streets? I don't care about the car, I want to know where are these streets.”
(a)
(b)
Brand Monitoring and Consumer Behavior
Reputation and Brand
“Reputation is a perception and feeling held by multiple stakeholders of the entity.” –Rosa Chun
“The brand isn't what you say it is. It's what they say it is.” - Marty Neumeier
Brand Monitoring and Consumer Behavior
What is monitoring?
“Monitoring can be understood as a form of observation to accumulate data aiming to create predictions or history and scenario building, i.e. as a data tracking and evaluationaction.” – André Lemos
Brand Monitoring and Consumer Behavior
Monitoring
Monitoring: Brands and Conversations
In the last few years, agencies, consultants and software developers began to offer brand and conversations monitoring: collection of content that cites organizations and / or themes relevant to them.
Brand Monitoring and Consumer Behavior
Brand and Conversations Monitoring
Brand and Conversations Monitoring consists in collection, storage, classification, categorization, addition of information and analysis of online public mentions to particular term(s) previously defined and their senders.
Brand Monitoring and Consumer Behavior
Monitoring Functions
Brand Monitoring and Consumer Behavior
Brand and Conversation Monitoring
Goals:(a) Identify and evaluate reactions,
sentiments and desires related to products, entities and campaigns;
Brand Monitoring and Consumer Behavior
Goals:(b) better understand the target;
Brand and Conversation Monitoring
Brand Monitoring and Consumer Behavior
Goals:(c) perform reactive and
proactive actions to achieve the goals of the organization or person in an ethical and sustainable way.
StrategicPlanning
ContentProduction
Relationship
Monitoring
Brand and Conversation Monitoring
Brand Monitoring and Consumer Behavior
Functions of Monitoring and Analysis
> Response/ SAC> Customer Relatioship Management> Reputation> Measurement> Feedback> Innovation> Research and Development> Planning
Brand Monitoring and Consumer Behavior
Monitoring: Resources
- Collection and Storage- Volume Measurement (Time)- Word Frequency and Association- Themes and Sender Type Categories- Correlation with Exogenous Events- Sentiment Attribution- Indices and Comparisons
Brand Monitoring and Consumer Behavior
Collection and Storage – Monitor mentions in a particular social media can be as easy as adding a url in a feed reader or adding queries in a search engine.
But only collection and storage is notenough, so were developed specialized software, with features and addition and crossing data.
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Volume Measurement (Time) – Identify growths, decrease or stability in amount of mentions, organized in tables and / or intuitive charts already allows us to observe the conversations in a new light.
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Sentiment Attribution - also called polarity, valence and similar expressions, the attribution of sentiment value is the phase in which the information collected could be classed as simple scale of negative, neutral and positive or even more complex scales, with more levels.
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Sentiment Value ScoreAn example of scale is the Sentiment Value Score, which can be applied for comparisons over time or with competitors.
[Mp + (Mn/2)] – Mr
Mt
Mp =Positive Mentions
Mn =Neutral Mentions
Mr = Negative Mentions
Mt = Total Mentions
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Sentiment Value Score
- 1 0 +1
Brand B: 0,10Brand A: - 0,14
Brand C: 0,04
0,5
Neutral
Score
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Word Frequency, Assoication and ClusteringThe frequency of some words in the collected data, theassociation of words near of keyterms and the application of techniques such as clustering allows us to note how words and concepts relate around the search terms.
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Themes and Sender TypeCategoriesThe addition of small piecesof data in the mentionsusually through categories or tags, helps to organize the information according to the information demands of the analyst.
Theme 1
Employees: 07
Users: 04
Press: 0
Corporate: 04
Theme 2
Employees: 15
Users: 09
Press: 03
Corporate: 111
Theme 3
Employees: 06
Users: 0
Press: 0
Corporate: 29
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Correlation with ExogenousEventsIdentify correlation with exogenousevents like campaigns, publicstatements and actions of the client or competitors may allow you to analyze the impact of these events in the online environment.
2 1
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Identify Key Senders, BrandDetractors and AdvocatesBy identifying manually orautomatically statements repeated by the same user through a single or several media, one can identify three types of users that should be examined closely in the analysis of conversation around a brand.
Monitoring: Resources
Brand Monitoring and Consumer Behavior
Business Goals: Social Media
Deloitte, 2010
Brand Monitoring and Consumer Behavior
Monitoring, Reputation and Industries: #fails
CATEGORIES MENTIONS
Telecom Operators 2.769 occurrencesComputers 1.745 occurrencesMobile Phones 956 occurrencesSupermarkets 831 occurrencesFood 710 occurrencesElectronics 644 occurrencesInternet Providers 621 occurrencesBanks, insurance and credit card 518 occurrencesCable TV 383 occurrencesAirlines 322 occurrencesAutomotive 319 occurrencesOnline Stores 296 occurrencesNewspapers and Magazines 202 occurrencesCosmetics and Hygiene Products 144 occurrencesFurniture and Household Appliances Store 112 occurrencesFashion and Clothing 75 occurrencesAutomotive Fuels 11 occurrencesTobacco 7 occurrencesTravels and Tourism 5 occurrences E.life, 2010
Brand Monitoring and Consumer Behavior
Users’ Perceptions about Monitoring
Brand Monitoring and Consumer Behavior
Users’ Perceptions about Monitoring
Disconfort levels that brazilian consumers have with:
- Organizations using social network sites to advertise their products and services- Organizations using social network sites to analyze consumber behavior- Organizations using social network sites to communicate with consumers
Brand Monitoring and Consumer Behavior
Monitoring: limits
- 100% of internet users read content, but only 44% actively speak
- In Brazil, internet users represent about 1/3 of the population
- Brand and Conversations Monitoring is essential for several reasons, but it can’t be the only marketing research method
Brand Monitoring and Consumer Behavior
References• Mídias Locativas e Vigilância: sujeito inseguro, bolhas digitais, paredes virtuais e territórios informacionais –André Lemos• Monitoramento de Marcas e Conversações: alguns pontos para discussão – Tarcízio Silva• Monitoramento Online e Coleta de Dados para Pesquisas Acadêmicas - PaperCliQ• Personal Data in the Cloud – Fujitsu• Social Psychology of Consumer Behavior – Michaela Wänke (ed.)• “Many-to-many”: o fenômeno das redes sociais no Brasil – Ibope Mídia• Estudo #Fail – E.life• Mídias Sociais nas empresas: o relacionamento online com o mercado – Deloitte• A Influência da Comunicação Boca a Boca em Seguidores Receptivos de Web Logs - Juliana Ramires
Images: http://www.amazon.com/Tribes-We-Need-You-Lead/dp/1591842336; http://quazen.com; www.photoxpress.com; Watchmen.
More
Brand Monitoring and Consumer Behavior
Get in Touch:
Tarcízio Silvawww.tarciziosilva.com.brwww.slideshare.net/tarushijiowww.linkedin.com/in/tarciziosilvawww.twitter.com/[email protected]