Mini Kalivianakis, our SKIM Director Consumer Research Europe, was asked to fulfill the role of the Chairman on the 2nd day of the InnoCos 2012 event in Geneva. At InnoCos, senior executives from the cosmetics and personal care industry gathered to discuss key issues on front-end innovation, new product development and high-growth markets. Mini kicked off the inspiring conference day with a short presentation about the high potential of social media research for any well-known brand. Find out more about social media research at http://www.skimgroup.com/webinar-socialmediaresearch.

1. expect great answers
The Impact of Digitalization and Social Media
SKIM | International Market Research
Mini Kalivianakis | Director Europe Consumer Research

2. www.youtube.com/wat
ch?v=3SuNx0UrnEo
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3. 90% of people trust online peer
Over 30% of the world’s
recommendations
population is under 30.
(delivered by 3 billion search 96% of them are active
queries)
The unbiased social media context is a
Only 14% trust advertisements
on a social network.
valuable source of information.
It WILL influence brand marketing decisions.
Wikipedia has over 15 million
articles…studies show it’s more accurate
than Encyclopedia Britannica
78% of these articles are non-English
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4. Keep your eyes open: Communicate: Listen:
Trends (Private) Communities Data mining
Open innovation Blogs
Face Book Page
Sales Channels
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5. Data Mining: Use social media conversations
about brands to generate insights
Communication
Campaigns
Consumers Triggers
Perceptions
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6. 1. Design Study 2. Fieldwork: Internet 3. Output and
(specify key words) scanning Analysis
mmmini
@ Kit Kat
Beautiful day, enjoying
@ Positive
@ Passion – 5(6) the Male (age)Geneva 
@
lake of
@ Anticipation Feeling beautiful with my
@ Twitter
@ Desire #Chanel lipstick!!
25 minutes ago
Getting ready for
#SKIM @ Innocos
1 hour ago
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7. Garoto
Toblerone
Butterfinger
Increasing Passion
Increasing Passion
KitKat Lacta KitKat
Twix
Hershey's
Twix Snickers Hershey’s
Increasing Positivity of Sentiment Increasing Positivity of Sentiment
Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
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8. Personality
elements
Hersheys Snickers Twix KitKat Butterfinger Toblerone
Funny
Generosity
Increasing order of importance by buzz
Kindness
Conscientiousness Strength
Intelligence
Neutral
Honesty
Fashionable Weakness
Creativity No mentions
Exciting
Sexy
Agreeableness
Determination
Courage
Mysterious
Increasing Volume of Buzz
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9. http://www.skimgroup.com/webinar-socialmediaresearch
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10. INNOCOS:
Capturing…. Consumer Imagination
through digitalization!