Social Meida

AnalysisJanuary 2015

Conceptual Categorization and Identification of Consumer

Types

Marketing

efficiency

analysis

Identification of

trends

Monitoring of

competitors 345

Identification of

conceptual audiences 1

In-Depth Analysis of Social Media

Identification of

consumer motivation

s2

Everyone is OnlineData obtained from TIM & the rating committee 2011/2012

Teens 65+

Internet use by age

Secular jews

Christians and Druze

Traditional and Religious

Jews

Muslims

Orthodox Jews

90%

82%

75%

70%

36%

Internet use by sectors

80% of Israel’s

Population

97% 50%

Integration of Quantitative Accuracy with Qualitative AbundanceStatistics & Interpretation of

findings

Family Visits on Holidays

Family Vaca-tions

Business Travel

Academic Vis-its

IndependentTravelers

Women 35 - 45

Teens

Men25 - 50

Women45 - 65

Adults

Demographic Social Media Analysis

Conceptual Analysis

Understanding WHY and not just WHATIdentifying motivations & needs

What am I looking for?

To feel desired

Taking time for myself

To be a good mother

To keep moving forward

To feel adventurous

To feel young

To challenge

myself

To start something new

To be updated

To free the inner child

What am I looking for?

To get the value for my

money

Understanding WHY and not just WHATIdentifying motivations & needs

Example:Ice Cream

Market

0

1000

2000

3000

4000

5000

6000

-

500,000,000

1,000,000,000

1,500,000,000

2,000,000,000

2,500,000,000

3,000,000,000

3,500,000,000

תוכן גולשים מכירות שוק הגלידות באלפי ש"ח

Month

ly n

um

ber

of

convers

ati

ons

Sale

s M

illio

ns

of

NIS

User Con-tent

Ice Cream Sales in Millions ofNIS

Seasonal Consumption & SeasonalDiscourse Comparison of Online Conversation & Ice

Cream Sales

Correlation:

0.82

Conceptual Audience Segmentation

Foodies/ Culinary Fans

Mothers and their children

DietTeens & 20+Middle of the race/Personal Consumption

Identification of Target Audiences

7%9%

35%

30%

19%

Focus on

older groups

Age 30-40, men & women

Everybody likes ice cream

Understanding MotivationsWhy people buy? How they chose? When do they use

the product?

Middle of the race

Nostalgia

Comfort foodRomanc

e, Sex

Ultimate Treat

Comparison of Target Audience Online Conversation and Ice Cream

Sales

Focus on Target Audiences

100 120 140 160 180 200 220 240 260 280 300 -

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

Number of monthly conversations of relevant target audiences

Sa

les

in M

illio

n o

f N

IS

Correlation

0.91

Segmentation by target audiences increases

correlation

Representative Quotations

A private moment“During night time, when

everyone is asleep and all lights are out, I treat myself by eating a bowl of ice cream”

Comfort Food“There is nothing ice

cream cannot fix…and if it can’t, I probably didn’t have enough of it” "Pure Indulgence

“You think I’ll eat organic ice cream? Do I look like a goat to you? If I’ll eat it, it’ll have cream and nuts and cherries on top”

Middle of the Race

Operative Recommendations for Marketing 

How Do You Use the Information?

Low

High

Weak

Strong

Connection to the Brand

Marketing Potential

Expanding variety

Emphasizing heath values

Emphasizing creativity

values

OpportunityNot in the

spotlight

Example:

The Pension Market

PR for the Pension Market

Research Focus

<Conversation characteristics

<Audience groups

<Consumer conceptions

<Attitude towards insurance companies

<Competitor’s strategy (products and marketing)פנסיה

המצב הבטחוני

בנקים

*האח הגדול

44689

47042

159146

185229

Social Media LeadingTopics, 2013

Thousands of conversations during 2013

During broadcast period of the TV*show

Big*Brother

Banks

SecuritySituation

Pension

Conversation volume over social networks,forums and blogs, over a year

Pension Raises Constant Interest

09/2

012

09/2

012

09/2

012

10/2

012

10/2

012

10/2

012

11/2

012

11/2

012

12/2

012

12/2

012

12/2

012

01/2

013

01/2

013

02/2

013

02/2

013

02/2

013

03/2

013

03/2

013

04/2

013

04/2

013

04/2

013

05/2

013

05/2

013

06/2

013

06/2

013

06/2

013

07/2

013

07/2

013

08/2

013

08/2

013

08/2

013

050

100150200250300350400450500

Da

ily n

um

be

r o

f co

nve

rsa

tio

n

An increase in the conversation

volume, influenced by rising focus on the issue in the news & media

Insights based on content analysis: popular conversation

topics

Topics Related to Pension

תכנון פיננסי נכון

הקניית תחושת ביטחון

לילדים/הרחבת המשפחה

נפילת קרנות הפנסיה בבורסה

פיטורין מעבר בין מקומות

עבודה/מקום עבודה חדש

פרישה לגמלאות

דאגה להורים בהגעתם לגיל

הפרישה

מעבר לעצמאות

העסקה במשק בית

דאגה בעת שהילדים מתחתנים

אחר Sense ofsecurity

Correct fi- nancial planning

Retirement Concerns ofParentsretiring

Transitionto inde-pendence

Concerns re-garding mar-riage of kids

Other Householdemploy-ment

Gettingfired

Collaps-ing pen- sionfunds

Switch-ing jobs

Nowadays, the public associates between the capital market situation and the personal pension

terms

Segmentation of Audiences & InterestsYounger men are slightly more interested in discussing

pension

56% of the conversations are

between men

60% of the conversations conducted by people ages 25-35

9,000 Conversation

during the yearRegarding tax exemptions

2,000 Conversations around rights

awarded when reaching

retirement age

Conclusion

So - what do you do with social media analysis?

Planning of

targeted marketi

ng activitie

s

Identification of

“anchor”

audiencesthat

influence sales

Precise tool for

predicting sales

123

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