Adding social media data to large scale projects: Do or Don’t?

Sjoerd KoornstraMichalis MichaelEva Hollander

Brand tracking

Routes of optimization of Heineken’s brand tracker

1. Appropriate for mobile devices

2. Shorter questionnaires

3. Modular approach

4. Incorporating Social Media5. Comparable between markets and in the past

Why socialmedia?

Director Procurement

Why to spend money if everything is already availabe (for free) in the

Internet

Director Procurement

Why to spend money if everything is already available (for free) on the

Internet?

Why socialmedia?

Director Procurement

Why to spend money if everything is already availabe (for free) in the

Internet

Global Director CMI

We should only execute research if we can not find information on

the Internet

But, who talks about beer?

Upfront Doubts:§ Beer is not a main topic to discuss

§ Beer mentioned as part of a social experience

§ Tasting a bad beer then it is mentioned

§ Beer brands mentioned linked with marketing activations

Remember, your consumers are connected!

24/7

7.286.330posts

(Before cleaning)

CHALLENGE: Data cleaning

Versus

Boolean Logic + Machine Learning

HeinekenNOTHeinekenANDKidnappingNOTHeinekenANDStefan

18 years and older, a tricky point. Or not?

8 more days to go until I’m 18 😄😄

😄😄😄

I’m 18 and still can’t walk on

heels

Beer

Closeness Authority

Occasions Preference Heritage Brewing

Home Out VsBeer Vsother Museum Stories Brew Ingredients

Integration Foundation

SurveyKPIs

HierarchicalTaxonomy

MachineLearningforSentimentAnalysis

Early-warning system

Understand the conversation you were not aware off

My cure for #BlueMonday

#heineken perfectly chilled

thanks to Mother Nature

My all time favorite is ice cold Heineken, dos xxx second. Wife likes the

dos xxx so that’s what is in the fridge most of the

time.

Is social media applicable?

YES

Combine social with survey to enhance representativeness

Understanding is based upon comments in a certain context

Social media research because more effective when repeated using same set-up

With the following conditions:

Want to know more?

Sjoerd KoornstraGlobal CMI Manager Capabilities @ Heineken+31 6 53 94 53 48

Eva HollanderDigital Consultant @ TNS+31 6 18 44 64 91

Michalis MichaelCEO @ DigitalMR+44 75 15 71 03 70