IIeX NA 2014: Censydiam* Social - Uncovering Human Motivations in Social Data

This presentation discusses using emotions and social media data to drive brand growth. A framework analyzing emotions along personal (enjoyment vs. control) and social (belonging vs. standing out) axes is introduced. The speakers demonstrate how this framework, combined with social media analysis, provides actionable insights, moving beyond simple sentiment analysis. A case study with ASICS shows how understanding deeper consumer motivations led to a successful brand repositioning and significant growth. The speakers highlight a new technology that analyzes social data with high accuracy, offering real-time brand tracking and informed decision-making. everyone Um, so i'm actually very excited about this Andrew and I are going to be talking about sort of emotions and social and how combined am I can you is this better Can you hear me now? This is better Right. different sort of motivations that you may have and you may be in different motivations in different categories at different moments in your life and different moments in the day. But it's an overarching sort of framework that will help you to how people what really drives the purchase of brands. And we've found in thousands of studies over the last 30 years across every category in the world that if as a brand, you truly understand which of those deeper motivations are linked to your categories and to your brand. And if you know how to work them, it can help you drive your business growth. So that's a quick introduction of the framework and how important it is to drive those emotions. Andrew, thanks. So, um, I'm Andrew and i run the social media practice at IPsos. And when I first got there and started working with social data, one of the first things we tried to understand is how can we really look at data and start to apply them to these frameworks that we have? So we can deliver information to our clients in ways that are credible to them, things that they understand, and things that have the sort of research rigor they expect when looking at this kind of information. And so you can imagine when people talk about social, right, People really don't share facts online. When they go online, they really start to talk about, and they share emotions. They share sort of how they're feeling. They share things that are important to them. These are just some recent images that I've posted on social media. You can see that I'm very much focused and thinking about my children. And so how do we really understand that? How do we really start to understand what emotion means within social data? And for the last four years, i've been hearing from all of our clients that there's really sort of three or four major challenges that they all face. The first one being is while they have lots of data that's available to them whether it's customer service data or social data or other unstructured data that all of this data lives in silos within their organizations. So it's hard to get to, it's hard to understand. And while we talk about having all these consumer touch points, it's hard to get this data in one place so we can look at it holistically and understand the consumer needs. two as i'm sure many of you have seen or heard lots of the things that we look at, Lots of things that have been doing social down in the past have really talked about just sentiment in volume. So does someone like my brand does someone not like my brand? Is it positive or negative or how many conversations are happening? And quite frankly, this information really doesn't provide us much if we can't understand the causality. if we can't understand the emotion or the drivers beneath it, it really doesn't help brands understand sort of what's taking place or what they should do with this, which leads to the next challenge that they've all said is that the reports aren't actionable. Yep running releases more than just sweat. asics sound, mind sound, body it is let it go let it relax, letting all the stress go when you run. It's the healthy relaxation. Now let's look at what they've now positioned themselves in a completely different area and see the difference, how it's different from the previous advertising. better, your best classics. So this was a drastic change away from who there was, sound money, Sound mind in a sound body to this competition, and competing with yourself. And clearly it worked not only did the brand equity increase about 40 percent, if you look at the value sort of back in 2011. to now they doubled the value of the company. So this The speakers introduce a framework for understanding the emotions driving consumer behavior, using two axes: a personal axis (enjoyment vs. control) and a social axis (belonging vs. standing out). This framework helps identify different motivations at various life stages and moments, providing a deeper understanding of consumer purchasing decisions. This segment highlights the challenge of understanding consumer motivations, differentiating between their "real self" and "aspirational self." It emphasizes the importance of connecting products to real needs and benefits, while communications should focus on aspirational selves. The speakers explain that understanding deeper motivations and emotions is key to driving business growth. The speakers present their three-step approach to improve social data analysis: integrating unstructured data from various sources, moving beyond sentiment analysis to understand deeper emotions using cognitive psychology and linguistics, and creating actionable reports that are easily digestible for clients. The segment stresses the importance of data integration as a foundational step. This segment details a case study with ASICS, illustrating how understanding deeper consumer motivations led to a successful brand repositioning. By shifting focus from "healthy relaxers" to "unlimited competitors," ASICS increased brand equity by 40% and doubled company value, demonstrating the impact of aligning with the right consumer motivations.This segment describes how the speakers integrated their existing framework (Cincidium) with social data, analyzing over 250,000 mentions with 90% accuracy. They emphasize the ability to identify specific brand and category-related emotional drivers, turning social media into a powerful real-time tool for business growth. This segment outlines three major challenges brands face when using social data: data silos within organizations, reliance on simplistic sentiment analysis, and the lack of actionable insights from social media reports. The speakers emphasize the need for a holistic approach to data analysis that goes beyond simple positive/negative sentiment. This segment answers questions about building the framework for social data analysis, explaining the use of hand-coding and leveraging existing data from the Cincidium Institute. The speakers emphasize the iterative nature of building the proprietary library, constantly adding information and refining the emotional drivers. They conclude by highlighting the ability to understand causality and emotion from social data, enabling cost-efficient brand tracking. This segment addresses questions about the methodology, explaining how qualitative research informed the initial Cincidium study and how those learnings were used to build a proprietary library for analyzing social data. The speakers highlight the power of linking social data to specific brand and category motivations for real-time brand management.