Slideshow about Brand Monitoring and Consumer Behavior.

1. Brand Monitoring
and Consumer
Behavior
Brand Monitoring and Consumer Behavior

2. 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/blog
www.slideshare.net/tarushijio
www.twitter.com/tarushijio
www.papercliq.com.br
www.gitsufba.net * Click to view this presentation in
portuguese / Clique para ver a
versão em português dessa
apresentação
Brand Monitoring and Consumer Behavior

3. 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

4. Consumption and Social Aspects
- Consumption decisions are
ubiquitous
Brand Monitoring and Consumer Behavior

5. Consumption and Social Aspects
- Consumption choices
fulfill functions of social
identity
Brand Monitoring and Consumer Behavior

6. Consumption and Social Aspects
- Consumer behavior involve
emotional consequences
Brand Monitoring and Consumer Behavior

7. Consumption and Social Aspects
- The context of consumption
provides specific social
interactions
Brand Monitoring and Consumer Behavior

8. Consumption and Social Aspects
- Advertising helps shape norms
and values
Brand Monitoring and Consumer Behavior

9. Consumer Behavior
- Generations? X, Y, Z, alfa, beta?
Brand Monitoring and Consumer Behavior

10. Consumer Behavior
- Tribes?
Brand Monitoring and Consumer Behavior

11. Consumer Behavior
- Prosumers?
- Producer + consumer
Brand Monitoring and Consumer Behavior

12. 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

13. Consumption and Trust
Global Consumer Trust in Advertising
by Channel (Nielsen, 2009)
Brand Monitoring and Consumer Behavior

14. Consumption and Word of Mouth
Emotional Benefits Functional Benefits
Receiver - Decrease risk of new behavior - More information about the
- Increse confidence of choice options
- Increase likelihood of acceptance - More reliable/credible information
by a desired group or individual - Less time spent on search
- Decrease cognitive dissonance - Enhanced relationship
Sender - Feeling of power and prestige of - Potencial reciprocity of exchange
influencing others’ behavior - Increased attention and status
- Enhanced position within a group - Increase in number of individuals
- Decreased doubt about one’s own with similar behaviors
behavior - Increased cohesion within group
- Satisfaction of verbal expression
Blackwell, Miniard e Engel, 2005
Brand Monitoring and Consumer Behavior

15. 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

16. Consumption
Online opinions as souce to
optimize the 4 Ps of Marketing
Product Place
Price Promotion
Brand Monitoring and Consumer Behavior

17. Consumption
(a)
(b)
Product
(a): A blog post recommeind cosmetic products.
(b): A video of a mal-functioning home appliance.
Brand Monitoring and Consumer Behavior

18. Consumption
(a)
Place
(b)
(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.
Brand Monitoring and Consumer Behavior

19. Consumption
(a)
Price
(b)
(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.
Brand Monitoring and Consumer Behavior

20. Consumption
(a)
Promotion
(b)
(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.”
Brand Monitoring and Consumer Behavior

21. Reputation and Brand
“Reputation is a perception “The brand isn't what you
and feeling held by multiple say it is. It's what they say it
stakeholders of the entity.” – is.” - Marty Neumeier
Rosa Chun
Brand Monitoring and Consumer Behavior

22. 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 evaluation
action.” – André Lemos
Brand Monitoring and Consumer Behavior

23. 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

24. 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

25. Monitoring Functions
Brand Monitoring and Consumer Behavior

26. Brand and Conversation Monitoring
Goals:
(a) Identify and evaluate reactions,
sentiments and desires related
to products, entities and
campaigns;
Brand Monitoring and Consumer Behavior

27. Brand and Conversation Monitoring
Goals:
(b) better understand the target;
Brand Monitoring and Consumer Behavior

28. Brand and Conversation Monitoring
Goals:
(c) perform reactive and Strategic
Planning
proactive actions to achieve
the goals of the organization
or person in an ethical and
sustainable way.
Monitoring
Content
Production
Relationship
Brand Monitoring and Consumer Behavior

29. Functions of Monitoring and Analysis
> Response/ SAC
> Customer Relatioship
Management
> Reputation
> Measurement
> Feedback
> Innovation
> Research and Development
> Planning
Brand Monitoring and Consumer Behavior

30. 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

31. Monitoring: Resources
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 not
enough, so were developed
specialized software, with features
and addition and crossing data.
Brand Monitoring and Consumer Behavior

32. Monitoring: Resources
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.
Brand Monitoring and Consumer Behavior

33. Monitoring: Resources
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.
Brand Monitoring and Consumer Behavior

34. Monitoring: Resources
Sentiment Value Score
An example of scale is the
Sentiment Value Score, which can
be applied for comparisons over
time or with competitors.
Mp =Positive Mentions
[Mp + (Mn/2)] – Mr Mn =Neutral Mentions
Mr = Negative Mentions
Mt = Total Mentions
Mt
Brand Monitoring and Consumer Behavior

35. Monitoring: Resources
Sentiment Value Score
-1 0 0,5 +1
Brand A: - 0,14 Brand B: 0,10 Neutral
Score
Brand C: 0,04
Brand Monitoring and Consumer Behavior

36. Monitoring: Resources
Word Frequency,
Assoication and Clustering
The frequency of some words in
the collected data, the
association of words near of key
terms and the application of
techniques such as clustering
allows us to note how words
and concepts relate around the
search terms.
Brand Monitoring and Consumer Behavior

37. Monitoring: Resources
Themes and Sender Type
Categories
The addition of small pieces
of data in the mentions
usually through categories or
tags, helps to organize the Theme 1
Theme 2 Theme 3
information according to the Employees: 07
Users: 04
Employees: 15
Users: 09
Employees: 06
Users: 0
Press: 0
information demands of the Corporate: 04
Press: 03
Corporate: 111
Press: 0
Corporate: 29
analyst.
Brand Monitoring and Consumer Behavior

38. Monitoring: Resources
Correlation with Exogenous
Events 2 1
Identify correlation with exogenous
events like campaigns, public
statements and actions of the client
or competitors may allow you to
analyze the impact of these events
in the online environment.
Brand Monitoring and Consumer Behavior

39. Monitoring: Resources
Identify Key Senders, Brand
Detractors and Advocates
By identifying manually or
automatically 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.
Brand Monitoring and Consumer Behavior

40. Business Goals: Social Media
Deloitte, 2010
Brand Monitoring and Consumer Behavior

41. Monitoring, Reputation and Industries: #fails
CATEGORIES MENTIONS
Telecom Operators 2.769 occurrences
Computers 1.745 occurrences
Mobile Phones 956 occurrences
Supermarkets 831 occurrences
Food 710 occurrences
Electronics 644 occurrences
Internet Providers 621 occurrences
Banks, insurance and credit card 518 occurrences
Cable TV 383 occurrences
Airlines 322 occurrences
Automotive 319 occurrences
Online Stores 296 occurrences
Newspapers and Magazines 202 occurrences
Cosmetics and Hygiene Products 144 occurrences
Furniture and Household Appliances Store 112 occurrences
Fashion and Clothing 75 occurrences
Automotive Fuels 11 occurrences
Tobacco 7 occurrences
Travels and Tourism 5 occurrences E.life, 2010
Brand Monitoring and Consumer Behavior

42. Users’ Perceptions about Monitoring
Brand Monitoring and Consumer Behavior

43. 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

44. 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

45. References More
• 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.
Brand Monitoring and Consumer Behavior

46. Get in Touch:
Tarcízio Silva
www.tarciziosilva.com.br
www.slideshare.net/tarushijio
www.linkedin.com/in/tarciziosilva
www.twitter.com/tarushijio
eu@tarciziosilva.com.br
Brand Monitoring and Consumer Behavior