Social Listening: Why Does Social Matter?

How does Social Listening Compliment your Current Research Program?

• Using advanced search software we scrape the web for conversations relevant to your business needs from Twitter, to blogs/forums and news sources
• We interpret the results in order to provide contextual insights to gain a holistic understanding of your
  business concerns

How can you Benefit?

• Fill the gaps in current research
• Provide depth on known issues
• Hear the ‘Buzz’ in your market
• Highlight new areas of focus

How our Social Listening Tool Works

• The tool covers multiple channels—forums, blogs, news sites, Twitter, Peer2Peer and comparison sites, industry sites, image and video sharing sides, and any other site with dynamic content (with some exceptions)
• Uses its own Web Crawler which visits the web in near real-time
• Our Ipsos team creates a search query to investigate a brand or issue
• Queries are structured much like Google searches, using Boolean logic language with operators like ‘AND,’ ‘OR,’ and ‘NOT’ separating search terms
• Ensures the results are a relevant match, and cleans out spam
• Queries run across 40m+ sources
• Downloads over 100 million pages of new data each day
• Identifies common topics, locations, organizations

What is Delivered?

Deliverables from a Social Listening include:

• Volume of mentions tracking charts over time
• Key topic Word Clouds
• Key topic Buzz Graphs showing relationships between terms based on how they’re mentioned together in a query with indication of strength of connection
• Easy to understand graphical representation of topic insights and themes and volume of discussion
• Location of discussion (i.e. Twitter, blogs, forums, news, etc.)
• Analysis of positive vs negative discussions
• Top relevant hashtags on Twitter

Consumers and shoppers are continuously exposed to ‘touchpoints’ which may reinforce and disrupt mental networks and thereby influence purchase decisions.