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

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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.

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Brand Monitoring and Consumer Behavior

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Tarcízio Silvawww.tarciziosilva.com.brwww.slideshare.net/tarushijiowww.linkedin.com/in/tarciziosilvawww.twitter.com/tarushijioeu@tarciziosilva.com.br