Leendert de VoogdGlobal Leader, Ipsos Social Intelligence Analytics
Identifying the Signal in the Noise
Loic MoisandCEO, Synthesio
DRIVING IMPACT
IN A CHANGING
WORLDIpsos in UAE Conference
Wednesday, March 13th, 2019
Session 3: Information Ecosystems
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481,000Tweets
4.3 MillionVideos Viewed
65,000Photos and
Videos uploaded
3.3 Million Posts
A MINUTE ON
SOCIAL MEDIA
MEANS…
3.7 Million Search Queries
936,000
Views2.4 MillionSnaps created
SOCIAL DATA NEVER
SLEEPS!Social Data never sleeps!
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4 © 2019 Ipsos – 2019 Dubai Conference
Help Clients Leverage the
Power of User-Generated
Content
OUR
MISSION
“ “We combine the latest
advancements in artificial
intelligence with our
unparalleled human expertise in
market research to bridge the
complex world of unstructured
data with the one of
unanswered business questions.
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Ipsos acquired Synthesio to reinforce its
Social Intelligence
capabilities and create an
innovative value proposition for
clients!
Synthesio, the leader in Social Listening Platforms since 2014
• Founded in 2006 in Paris
• 130 employees
• 5 offices in USA, FR, UK, SG & BE
• Forrester Wave leader in 3 most recent reports
OVERVIEW
© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Long-Tail Distribution of Data Sources
Offering the widest array of data across all industries and regions. Chart not comprehensive.
600 million sources monitored in real time!
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Listening Dashboards Audience Segmentation
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© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
10 © 2019 Ipsos – 2019 Dubai Conference
Customer Story: Shell
Use Cases
• Brand Health
• Campaign Analysis
• Market Research
• Social Media KPIs
Shell uses Synthesio to monitor and analyze their
clean energy campaigns, including eco-
marathons (world-wide energy efficiency
competitions), and live events supported by
global celebrities. Shell analyzed over 300,000
mentions related to the campaign and
determined that customer satisfaction with
Shell’s clean energy initiatives increased by
6.25%, and the digital reach of Shell’s clean
energy initiatives increased by 9.6%.
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Customer Story: Facebook
Use Cases
• Brand Health
• Campaign Analysis
• Competitor Analysis
• Crisis Management
• Influencer Marketing
facebookFacebook’s global Marketing
department is monitoring
brand health in all countries,
aligned to their four brand
pillars: Data Integrity, Trust,
Connection and Economic
Impact
© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
12 © 2019 Ipsos – 2019 Dubai Conference
Customer Story: Pernod Ricard
Use Cases
• Audience Analysis
• Campaign Analysis
• Competitor Analysis
• Market Research
Pernod Ricard’s New Zealand
wine brand adjusted its media
budget after it realized via
Synthesio Profiler that it should
invest 100% of its budget on one
regional market instead of
dividing the spend across two
geographic regions.
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13 © 2019 Ipsos – 2019 Dubai Conference
Detecting the real gemsin the data mix
WHAT ARE THE TRENDS IMPACTING YOUR MARKET NOW AND TOMORROW?
TREND
SPOTTING
TREND
MONITORING
TREND
PREDICTION
Predicting the trajectory of trends to make sure you select the trends with the highest potential for the future
A consumer centric approach to spot early trends and weak signals
Combining social and search data, tracking which trends are rising, stable or declining
© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
FRUITS IN ICE CREAM ● WHAT IS THE NEXT BIG THING?
SOCIAL INDEX(AVG. BUZZ OVER TIME)
SEARCH INDEX(AVG. SEARCH OVER TIME)
AppleBanana
Blueberry
Cranberry
Fig
Guava
KiwiLychee
Orange
Papaya
Pomegranate
Strawberry
Watermelon
Avocado
Apple
Banana
Blueberry
Cranberry
Fig
Guava
KiwiLychee
Orange
PapayaPomegranate
Strawberry
Watermelon
Avocado
0
10
20
30
40
50
60
0 5 10 15 20 25 30 35 40
Last year Index 5 year Index
*Weekly data; Social data averaged from April 2012 – March 2017; Twitter, Facebook, blogs, forums. Search Index from Google averaged from April 2012 – March 2017.
FRUITS CATEGORY TRENDS
● KIWI● LYCHEE● RED GRAPE?
FRUITS IN ICE CREAM ● WHAT IS THE NEXT BIG THING?
SOCIAL INDEX(AVG. BUZZ OVER TIME)
SEARCH INDEX(AVG. SEARCH OVER TIME)
AppleBanana
Blueberry
Cranberry
Fig
Guava
KiwiLychee
Orange
Papaya
Pomegranate
Strawberry
Watermelon
Avocado
Apple
Banana
Blueberry
Cranberry
Fig
Guava
KiwiLychee
Orange
PapayaPomegranate
Strawberry
Watermelon
Avocado
0
10
20
30
40
50
60
0 5 10 15 20 25 30 35 40
Last year Index 5 year Index
*Weekly data; Social data averaged from April 2012 – March 2017; Twitter, Facebook, blogs, forums. Search Index from Google averaged from April 2012 – March 2017.
FRUITS CATEGORY TRENDS
FUTURE TRENDS?
MATURE TREND
EMERGING
TRENDING
TRENDING
● STRAWBERRY● BANANA
● KIWI● LYCHEE● RED GRAPE?
MATURE TREND
EMERGING
● AVOCADO● BLUEBERRY ● ACAI● WATERMELON● CRANBERRY
APPLE
FUTURE TRENDS?
● KIWI ● LYCHEE● RED GRAPE?● POMEGRANATE?● GUAVA?
OPPORTUNITIES ● FRUITS & ICE CREAM
THE HIGH POTENTIAL FRUITS
There is a growing number of conversations on these fruits in general. Yet, there is no trending conversations in connection with Ice Cream yet. The high connection to Healthy posts on Kiwi makes it a good candidate to be among the Healthy Stars in the future while Lychee seems to be an upcoming Foodies’ Fav.
● KIWI● LYCHEE● RED GRAPE?
● FIG● GUAVA● ORANGE● WATERMELON● STRAWBERRY
THE HEALTHY STARS ● AVOCADO● ACAI● CRANBERRY● BLUEBERRY● BANANA
THE LOW POTENTIAL FRUITS
These fruits currently see little to no discussion, with or without a connection to Ice Cream. There is no evidence that these fruits should be trending in a near future.
● MANGOSTEEN● GOGI BERRY● ASIAN PEAR● PAPAYA
These fruits currently have the highest association to healthy eating in connection to ice cream. The volume of conversations is trending. The Health Conscious community loves them!
THE FOODIES‘ FAV
These fruits are much associated to gourmet food and innovative palates. Their connection to Healthy Eating is limited and we don’t see any evidence of them having some potential to be more on the Healthy side in the near future.
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WHO ARE THE CONSUMERS? WHO SHOULD YOU TARGET TO WIN?
PROFILE
CONSUMERS
FIND
AUDIENCES
TARGET
SEGMENTS
Real-life impact: where, when, and how to reach your segments in the digital and offline worlds
Enrich your segmentation with behavioural data to understand lifestyles, hobbies, media habits, and select the profiles with highest potential
Build personas and uncover their needs and motivations from a combination of social conversations and survey data
© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
ENRICHING PERSONAS IN BASED ON AUDIENCE PROFILING
AUDIENCE BEHAVIOURAL DATA
SURVEY SEGMENTATION
A Smart Home, IoT player wanted to make his segmentation richer and operational in the real world for marketers.
We bridged segments from the survey to their digital behaviors using Synthesio’s audience analytics tool (Profiler) in order to:
- Enrich the segments with a holistic view on their hobbies, lifestyles, and media habits
- Map the profiles according to the proximity of their behaviors on social media
- Recommend on which type of content to push for each profile, where and how to do it.
© Ipsos 2019. All rights reserved. Contains Ipsos' Confidential and Proprietary information and may not be disclosed or reproduced without the prior written consent of Ipsos.
Thank you
DRIVING IMPACT
IN A CHANGING
WORLD
Leendert de VoogdGlobal Leader, Ipsos Social Intelligence Analytics
Loic MoisandCEO, Synthesio
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