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Sentiment Driven Marketing
@yiannismaos
/in/yiannismaos
Yiannis Maos
• Always challenge yourself
• Find new opportunities
• Never stop learning
• Seek collaboration
• Be disruptive
• Have fun
Understanding
customer emotions
Robert Plutchik’s Wheel of Emotions
• Customers feel these emotions all the
time
• As brands we should be acting on
these emotions
• Happiness is the main driver of social
sharing (study by Fractl)
• The more positive something is the
more likely it is to get shared
(University of Pennsylvania)
• Campaign effectiveness (ROI) increases
by 15% when it is emotive (HBR)
Sentiment Driven Marketing - Aston Business School Lecture
Sentiment Driven Marketing - Aston Business School Lecture
“While we are committed to a data-driven approach,
at the same time we are sensitive to the emotional
connection we need to make with our audience to
truly tell our story.”
“While very much data-driven in terms of metrics
and optimizations, its the creative nature of our
campaigns that tap into the emotions of the fitness
enthusiast and motivate them to be more active.”
Chris Glodé, General Manager at MapMyFitness
"Since advertising drives emotion, and
emotion
drives purchase behaviour, empowering
brands
with real time emotional intelligence will
enable them to make better decisions that
will increase their advertising
performance."
Capturing the
emotion of the
customer
Surveys are for monkeys
Surveys are for monkeys
Sentiment Driven Marketing - Aston Business School Lecture
Sentiment Driven Marketing - Aston Business School Lecture
30 seconds and counting…
30 minutes and counting…
Sentiment Driven Marketing - Aston Business School Lecture
Sentiment Driven Marketing - Aston Business School Lecture
Multi-channel communication & feedback
Complete customer convenience
All in real-time!
Feedback collected in real-time is 40% more accurate than
feedback collected 24 hours later
Capturing feedback from
the people that didn’t buy
How was the online
experience?
Was it easy? (NET EASY)
Your brand in their hands…
Understanding the customer
experience across the
supply chain
Capturing the emotive moments
Social Experience /
Engagement (Sentiment)
Brand perception (NPS)
Was it a seamless experience?
Is the customer satisfied? (C-SAT)
Always On (Listening Posts)
Understanding customer emotion
“Being able to access and decipher language,
and therefore emotion, has become the holy grail for
today’s marketing executives.”
- Matt Wallaert, Behavioural Scientist at Bing
Customer Emotion
“The store is always well presented
and the
staff are knowledgeable on their
product area.
Though my last experience in the
ladies wear the women were more
engrossed in their own
conversations than assisting and
were not very friendly when asked.”
“Sentiment analysis will lead to real-time mood graphs that will
enable relevance, customization, targeting; search, discovery,
discovery, structuring; advertising, purchasing behaviours, and more. It
behaviours, and more. It also signals an important shift in computer-
shift in computer-mediated communication.”
- Wired Magazine, The ‘Mood Graph’:
How Our Emotions Are Taking Over the Web
Sentiment Driven Marketing - Aston Business School Lecture
In a 2014 Marketing Trends Survey, marketers
ranked sentiment as the third-most valuable
element to be extracted within data-driven
strategies, after web behaviour and browsing
behaviour.
Repurchase
probability goes from
32% to 89% if an
issue is acknowledged
and resolved in
real-time
BAIN & COMPANY
We’re conscious of infusing the sentiment
around our brand – the love of all things dog– in
everything we do,’ and part of that is knowing that a particular
that a particular data set will not tell us everything we need to
everything we need to know about our customers’ emotional
customers’ emotional responses'. This type of measurement is
measurement is evolving. For instance, we have on-page chat
have on-page chat that lets us get immediate feedback, NPS
feedback, NPS surveys to score customer satisfaction and
satisfaction and cancellation surveys to understand why they
understand why they cancelled and so on.’
Chris O’Brien, Communications Director, BarkBox
24% reduction in new-customer drop-out
40% overall customer churn reduction
11% reduction in complaints
52% of all feedback is positive!
Based on over 1 million responses across
clients from a variety of industries
“Our customers saw men drawing
their generators as superheroes
protecting their family, and women
drawing the fear of being without
one like sinking on the Titanic.”
This exercise led them to change
from technical specs to testimonials
consumers telling their stories of
saved their lives and homes.
It has helped their business double
in the last 2 years to $1.2 billion.
Sentiment Driven Marketing - Aston Business School Lecture
“I strongly believe that Advocacy Marketing should be at
the top of the priority list in terms of marketing investment.”
“Advocates will do your marketing for
you if you mobilise them, listen to them and engage
them and engage them”
- Professor Philip Kotler
The problem with NPS
Do promoters actually promote?
Marketers are wasting
lots of money
Psychographic
Behavioural Geographic
Demographic Sentiment
“As the volume of brand content that companies create
continues to increase and competition for brand
brand advocates and social influencers heats up,
heats up, sentiment is only going to become
become more significant as qualifier of marketing
marketing success.”
- Tessa Wegert, USA Today
Sentiment Driven Marketing - Aston Business School Lecture
@yiannismaos
/in/yiannismaos
Yiannis Maos
• Capture the emotion of customers
• Extract the sentiment and use the insight
• Recover your ranters
• Mobilise your ravers
• Deliver sentiment driven marketing
@yiannismaos
/in/yiannismaos
Yiannis Maos
Thank you

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Sentiment Driven Marketing - Aston Business School Lecture

  • 2. @yiannismaos /in/yiannismaos Yiannis Maos • Always challenge yourself • Find new opportunities • Never stop learning • Seek collaboration • Be disruptive • Have fun
  • 3. Understanding customer emotions Robert Plutchik’s Wheel of Emotions • Customers feel these emotions all the time • As brands we should be acting on these emotions • Happiness is the main driver of social sharing (study by Fractl) • The more positive something is the more likely it is to get shared (University of Pennsylvania) • Campaign effectiveness (ROI) increases by 15% when it is emotive (HBR)
  • 6. “While we are committed to a data-driven approach, at the same time we are sensitive to the emotional connection we need to make with our audience to truly tell our story.” “While very much data-driven in terms of metrics and optimizations, its the creative nature of our campaigns that tap into the emotions of the fitness enthusiast and motivate them to be more active.” Chris Glodé, General Manager at MapMyFitness
  • 7. "Since advertising drives emotion, and emotion drives purchase behaviour, empowering brands with real time emotional intelligence will enable them to make better decisions that will increase their advertising performance."
  • 9. Surveys are for monkeys Surveys are for monkeys
  • 12. 30 seconds and counting…
  • 13. 30 minutes and counting…
  • 16. Multi-channel communication & feedback Complete customer convenience All in real-time!
  • 17. Feedback collected in real-time is 40% more accurate than feedback collected 24 hours later
  • 18. Capturing feedback from the people that didn’t buy How was the online experience? Was it easy? (NET EASY) Your brand in their hands… Understanding the customer experience across the supply chain Capturing the emotive moments Social Experience / Engagement (Sentiment) Brand perception (NPS) Was it a seamless experience? Is the customer satisfied? (C-SAT) Always On (Listening Posts)
  • 20. “Being able to access and decipher language, and therefore emotion, has become the holy grail for today’s marketing executives.” - Matt Wallaert, Behavioural Scientist at Bing Customer Emotion
  • 21. “The store is always well presented and the staff are knowledgeable on their product area. Though my last experience in the ladies wear the women were more engrossed in their own conversations than assisting and were not very friendly when asked.”
  • 22. “Sentiment analysis will lead to real-time mood graphs that will enable relevance, customization, targeting; search, discovery, discovery, structuring; advertising, purchasing behaviours, and more. It behaviours, and more. It also signals an important shift in computer- shift in computer-mediated communication.” - Wired Magazine, The ‘Mood Graph’: How Our Emotions Are Taking Over the Web
  • 24. In a 2014 Marketing Trends Survey, marketers ranked sentiment as the third-most valuable element to be extracted within data-driven strategies, after web behaviour and browsing behaviour.
  • 25. Repurchase probability goes from 32% to 89% if an issue is acknowledged and resolved in real-time BAIN & COMPANY
  • 26. We’re conscious of infusing the sentiment around our brand – the love of all things dog– in everything we do,’ and part of that is knowing that a particular that a particular data set will not tell us everything we need to everything we need to know about our customers’ emotional customers’ emotional responses'. This type of measurement is measurement is evolving. For instance, we have on-page chat have on-page chat that lets us get immediate feedback, NPS feedback, NPS surveys to score customer satisfaction and satisfaction and cancellation surveys to understand why they understand why they cancelled and so on.’ Chris O’Brien, Communications Director, BarkBox
  • 27. 24% reduction in new-customer drop-out 40% overall customer churn reduction 11% reduction in complaints
  • 28. 52% of all feedback is positive! Based on over 1 million responses across clients from a variety of industries
  • 29. “Our customers saw men drawing their generators as superheroes protecting their family, and women drawing the fear of being without one like sinking on the Titanic.” This exercise led them to change from technical specs to testimonials consumers telling their stories of saved their lives and homes. It has helped their business double in the last 2 years to $1.2 billion.
  • 31. “I strongly believe that Advocacy Marketing should be at the top of the priority list in terms of marketing investment.”
  • 32. “Advocates will do your marketing for you if you mobilise them, listen to them and engage them and engage them” - Professor Philip Kotler
  • 33. The problem with NPS Do promoters actually promote?
  • 36. “As the volume of brand content that companies create continues to increase and competition for brand brand advocates and social influencers heats up, heats up, sentiment is only going to become become more significant as qualifier of marketing marketing success.” - Tessa Wegert, USA Today
  • 38. @yiannismaos /in/yiannismaos Yiannis Maos • Capture the emotion of customers • Extract the sentiment and use the insight • Recover your ranters • Mobilise your ravers • Deliver sentiment driven marketing

Hinweis der Redaktion

  1. Emotion is now the most important aspect of CX according to Forrester
  2. Coca Cola have gone from trying to impart happiness on people through their adverts to creating happiness through, emotionally engaging content that can be shared.
  3. How can we capture the emotion of customers?
  4. Let’s start where not to… Surveys capture what’s important to the brand and not the emotion of the customer. They are also time consuming and not convenient
  5. First Direct are often seen as a great example of marketing & service and deservedly so
  6. However their Voice of the Customer programme leaves a lot to be desired
  7. Left the customer waiting
  8. Questions are not relevant – they should know this information without asking
  9. Gamifying the Voice of the Customer, making it quick and easy, making it convenient and in the moment
  10. Marketing need to be involved in designing a Voice of the Customer programme
  11. An omni-channel approach to capturing customer sentiment
  12. Cut up your surveys and map your questions to your customer journey
  13. Each comment can have multiple insights (sentiment & categories) so it’s is important to analyse each one with this in mind
  14. Photos can portray customer emotion in a powerful way, especially alongside the words of the customer
  15. NPS – Customers are saying they will recommend us and all we’re saying is thank you
  16. The missing part of marketing segmentation is sentiment, without it you don’t know your customers and can’t make your communications relevant