The Internet is bustling with consumer conversations about new products, brand experiences, and unmet needs. Not surprisingly, marketers are eager to tap into this treasure trove of consumer insights and are turning to social listening as their go-to tool. While social listening can “hear” online conversations, its focus is on information gathering. Social intelligence goes beyond listening to include qualitative measurement, interpretation and strategy. We will present a case study on how social intelligence was used to evaluate a brand in crisis, enabling us to gain insights into the impact of the crisis on the brand’s image and positioning in the market.

1. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Springboarding from Social
Listening to Social Intelligence
Douwe Rademaker

2. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Marketers now have
unprecedented
access to consumer‘s
organic, unfiltered,
unsolicited feelings

3. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
The struggle lies in making
sense of all the social data

4. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Proven frameworks help us
uncover deeper insights

5. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
SOCIAL DATA CAN HELP CREATE A
DYNAMIC MARKET STRUCTURE
AND BRAND EQUITY SCORE
SOCIAL DATA
MARKET STRUCTURE
BRAND EQUITY

6. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
In 2015, Volkswagen was tangled
in an emissions scandal…
A<er EPA Tes@ng found emissions much lower
during standard tes@ng than during on-road
performance, Volkswagen eventually admiFed
that 11 million of its vehicles were equipped with
SOFTWARE USED TO CHEAT ON EMISSIONS TESTS.

7. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
…resulVng in a backlash
across media plaWorms
NEWS REPORTS SATIRE INTERNET MEMES

8. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
We looked at the VW image
before and aXer the scandal

9. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Being menVoned with other
brands infers a relaVonship

10. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
(PRE-SCANDAL)
VW BRIDGES GAP
BETWEEN US AND EURO
BRANDS AND COMPETES
WITH PREMIUM US
BRANDS

11. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
(POST-SCANDAL)
VW STRONGER POSITIONED
WITH EURO BRANDS AND
LOSING CONNECTION TO US
BRANDS (AND CONSUMERS)

12. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
SCANDAL RESULTED IN A
MORE NEGATIVE BRAND
ASSOCIATION NETWORK,
EXPACTATION IS THAT IT
WILL BE SHORT-LIVED

13. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
PRE-SCANDAL POST-SCANDAL
CHANGES IN A BRANDS
ASSOCIATIVE NETWORK
IMPACTS ITS ‘BRAND
DENSITY SCORE’
85
50
48
1O0
78
55
52
105
PRELIMINARY ANALYSIS

14. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Social findings were consistent
with in-market impact
Source: autoguide.com “how-much-has-dieselgate-affected-vw-sales”
FINDINGS
• Spike in VW men@ons and nega@ve
sen@ment post-scandal
• Frequency of men@ons returns to
normal levels rela@vely quickly
• Impact of VW’s posi@on in market
appears to be minor
MARKET
IMPACT
• Sales declines related to affected
diesel models VW stopped selling
• Perceived to be impossible that VW
could s@ll be chea@ng
• Rebates and strong reputa@on
helped weather the storm

15. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
FOUR BENEFITS
ON-DEMAND
CAN BE DONE ANY TIME, DON’T NEED A SURVEY 1
2
3
4
UNLIMITED SCOPE
NO LIMITS ON NUMBER OF BRANDS – FROM 10 TO 1000+
FULLY FLEXIBLE
ZOOM-IN OR ZOOM-OUT ON MARKET/COMPETITIVE SET
TIME PERIOD ANALYSIS
UNDERSTAND TRENDS OR IMPACT OF SPECIFIC EVENTS

16. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
IN SUMMARY
SOCIAL DATA PROVIDES ACCESS
TO ORGANIC CONSUMER DATA
PROVEN FRAMEWORKS ESSENTIAL IN
MOVING FROM DATA TO
INTELLIGENCE
TRUE FORESIGHTS COME FROM
INTEGRATION OF SOCIAL
INTELLIGENCE WITH OTHER INSIGHTS

17. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Thank You!
Douwe.Rademaker@Ipsos.com
www.Ipsos.com

18. Springboarding from Social Listening to Social Intelligence
Douwe Rademaker, Ipsos
Festival of
#NewMR 2017
Q & A
Andrew Jeavons
Mass Cogni@on
Douwe Rademaker
Ipsos