using social data to predict real time trends

2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Using social data to predict real time trends Joe Martin | Manager Adobe Digital Index Andy Netzel | Senior Manager Social Marketing TTI Floor Care

#AdobeSummit

2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2

Joe Martin Sr. Analyst Adobe Digital Index @joemarti @Adobeindex #AdobeSummit


Andy Netzel Senior Manager, TTI Floor Care @Andy216 #AdobeSummit


Welcome to Utah A Local Skiers Guide


Welcome to Utah A Local Skiers Guide

SnowBird

Big Emma (Easiest) Gadzoom/Little Cloud (Moderate) Mineral Basin (Moderate/Advanced) Tram (Expert) Alta

Sunnyside (Easiest) Collins (Moderate/Advanced) Sugarloaf (Moderate/Advanced) Wildcat & Supreme (Expert)


Track social like a local


Agenda

1 | Welcome and Overview

2 | Green circle run - simple brand monitoring

3 | Blue square run geo, emotion, and sentiment

4 | Black diamond run identifying trends in multiple industries

5 | Back country double black predicting real time trends with social buzz.


10+ years of social media We are all experts right?


Key Takeaways

Basic brand monitoring on your company and

its competitors

1 Creating predictions

from historical buzz for future decisions

3 Identify social buzz

trends to make adjustments to

marketing

2


Agenda






2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Green Circle Run Sunnyside lift Alta

11


Green Circle Run Survey

12

How many Oscars has Leonardo DiCaprio Won? A.1 B. 2 C.None D.3


How many Oscars has Leonardo DiCaprio Won? A.1 B. 2 C.None D.3

Monitoring the Oscars

13

Leonardo DeCaprio had nearly 3x more buzz than Matthew McConaghey in 2014, but his first Oscar eluded him


The NBA

14

LeBron James edged out MJ in player buzz before the season but


The NBA

15

Michael lets his rings do the talking


Brand monitoring demo

16


Basic brand monitoring

17

Understand brand strength vs. competitors Monitor new and existing products buzz Track buzz around ad campaigns


Hoover and social

18

Nobody Wants To Tweet With Their Vacuum.


Hoover and social

19

But LOTS of people tweet about their vacuum

Especially when it breaks.


Green Circle Instructor Tips

20

Hypothesize What can basic brand monitoring show me about my brand

Ideas

Month-over-month and Year-over-year growth/decline

Growth after social push vs. average day

Brand strength vs. competitors

Product strength vs. competitors

Learn: What are people saying about my brand?

Act: How can you surprise and delight those folks?


Agenda







Blue Square Run Collins lift Saddle Run

22


What country has the biggest soccer fans? Answer: Trick question. Japan, USA, Brazil, and UK tied for 12% share of social buzz

The World Cup

23


Social buzz leading to real time and future decisions

24

Finding emerging markets for your brand Indonesia, Malaysia, and Nigeria also made the top 10 for the World Cup buzz.

Where should you expand next? Social buzz is a real time survey inside the head of your consumer


Brazilians and the World Cup

25

Who remembers how Brazilians felt about the World Cup before the games started? 42% of social buzz from Brazilians expressed Sadness, Anger, or Disgust related to the World Cup before it started I lived in Brazil when I was 19, emotions can change..and we can track it.


Brazilians and the World Cup

26

57% Joy, Admiration, Anticipation


Social sentiment can reveal a lot about your brand

27

Make quick decisions around customer demands Respond to customers or trends Understand why brand has good sentiment or poor sentiment


Geo and Emotion Demo

28


Hoover reviews

29


Hoover reviews

30


Hoover Reviews

31


Hoover Reviews

32

But the story isnt over


Hoover Reviews

33


Hoover Reviews

34

Before we had a chance to craft our response, we noticed a note by a familiar face.


Hoover Reviews

35

Conspicuous Consumer wasnt just a happy customer.

She was now an advocate.


Hoover Reviews

36

1-1-Many

Team of 3 -> 500 Videos -> 1,000,000 views Team of 125 -> 750,000 Calls -> 750,000 Affected


Blue square Instructor Tips

37

Hypothesize what can I understand better with geo, emotion, and sentiment social analysis

Ideas

What international geos or regions to expand into next

Real time response to negative social buzz

Benchmark for how consumers or businesses perceive your brand or product

Scale: Turn 1-to-1 interactions into a show-dont tell proof point.

Leverage: Integrate social into non-social arenas.


Agenda







Black Diamond Run Sugarloaf lift at Alta

39


Retail and social

40

Identify trending products and tie to inventory levels. Ensure products are stocked


Automotive and social

41

Automotive Insight buzzed about 2015 models, the new Motortrend award

Adobe Digital Index most buzzed about car of the year


Hoover and social

42

Save for Andy


Hoover and social

43


Black diamond Instructor Tips

44

Hypothesize How can I use social buzz to identify trends

Ideas

Travel trending cities, beach-towns, other tourist destinations

Media impact of advertising campaign (Super Bowl)

Retail link social buzz to inventory

Automotive Adobe Digital Index 2015 most buzzed about vehicle award

Listen: Targeted listening can become your biggest ROI


Agenda







Backcountry Double Black Run

46

The Widow Maker


The movies and social buzz

47


Social buzz and the movies

48

Movie profitability 23 for 23 basing profitability off of social

buzz Advanced modeling can add predictive

elements for product launches Ex: Fitbit charge


The Super Bowl

49

Super Bowl war room


The Super Bowl

50

Super Bowl war room pictures My war room

Algorithm based on total buzz, buzz growth vs average day, international reach, positive sentiment, spend efficiency.


The Super Bowl

51

My war room


The Super Bowl

52

#Likeagirl wins in our first ever Digital Index 2nd screen awards.

Largest International reach: Nissan (55%) Largest buzz growth: Avocados of Mexico

(3000%) Most positive sentiment: Proctor &

Gamble


The Super Bowl

53

Super Bowl war room pictures My war room

Creative statistics and formulas can create other insights from social listening

Compare products or services against each other

Understand best events to advertise during or what content is performing the best in the social sphere


Hoover and social

54


Instructor Tips

55

Hypothesize What advanced models can I create with social buzz

Ideas Predict success of products based off of

historical buzz (FitBit Charge) Algorithm to compare social buzz from

successful marketing campaigns to less successful.

Create buzz from your buzz. Learn: Buzz is more than just mentions,

look for ways to incorporate geo, emotion, growth, and predictions into your social strategy


Key Takeaways

Basic brand monitoring on your company and

its competitors

1 Creating predictions

from historical buzz for future decisions

3 Identify social buzz

trends to make adjustments to

marketing

2


Action Items

Start tracking your brand and products now Identify emerging markets with buzz in new geos Monitor sentiment/emotion to engage consumers in real time or improve

products and services

Look for new ways to use buzz link to inventory levels, create new product award, upsell opportunities,

Create advanced models with historical buzz to project success of future products or content

Track Social Like a Local!


Want to learn more? Click here to access the full recording for this

and other Adobe Summit sessions and keynotes.

Using social data to predict real time trends Slide Number 2Slide Number 3Welcome to Utah A Local Skiers GuideWelcome to Utah A Local Skiers GuideSlide Number 6AgendaSlide Number 8Key TakeawaysAgendaGreen Circle Run Sunnyside lift AltaGreen Circle Run SurveyMonitoring the OscarsThe NBAThe NBABrand monitoring demoBasic brand monitoringHoover and socialHoover and socialGreen Circle Instructor Tips AgendaBlue Square Run Collins lift Saddle RunThe World CupSocial buzz leading to real time and future decisionsBrazilians and the World CupBrazilians and the World CupSocial sentiment can reveal a lot about your brandGeo and Emotion DemoHoover reviewsHoover reviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsHoover ReviewsBlue square Instructor Tips AgendaBlack Diamond Run Sugarloaf lift at Alta Retail and socialAutomotive and socialHoover and social Hoover and socialBlack diamond Instructor Tips AgendaBackcountry Double Black RunThe movies and social buzzSocial buzz and the moviesThe Super BowlThe Super BowlThe Super BowlThe Super BowlThe Super BowlHoover and socialInstructor Tips Key TakeawaysSlide Number 57Slide Number 58

using social data to predict real time trends

Marketing

adobe confidential

adobe systems incorporated

analyst adobe digital

social buzz trends

identifying trends

simple brand monitoring

social data

track social