Why Social Listening

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Digital Landscape

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Conversation Prism

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Social Data

SOCIAL
MEDIA
=
LARGE, ORGANIC,
UNBIASED

FOCUS
GROUP

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The Social Maturity Curve
CAMPAIGNS

CRISIS SO WHAT? GOAL

TRACKING
PREDICTIVE
ANALYTICS
What is your
maturity level?
VISIBILITY

REAL TIME
MARKETING

What are the next

steps?
CUSTOMER
JOURNEY MAPPING

TECHNOLOGY
ROI
TRIGGER
TECHNOLOGY PEAK OF INFLATED TROUGH OF SLOPE OF PLATEAU OF
TRIGGER EXPECTATIONS DISILLUSIONMENT ENLIGHTENMENT PRODUCTIVITY

MATURITY
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No Silos
v
MARKETIN PR & COMMS
G

SALES PRODUCT
v
v R&D

YOUR BUSINESS

CUSTOMER OPERATION
SUPPORT S
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Smarter Decisions

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Segment Your Audience

AGGREGATE
1 DATA FROM RELEVANT
SAMPLE

ANALYZE HOW THEY

2 TEXTUAL AND VISUAL DATA
WHAT
THEY
WHAT
THEY
DESCRIBE
THEMSELV
SAY SEE
ES

BUILD
3 TYPOLOGIES AND INSIGHTS

12%
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 ACHIEVERS PROPAGATE THEIR BELIEFS,

Build User Typologies CHALLENGE THEMSELVES AND THEIR PEERS.

SMITTEN KITTENS DEFINE THEMSELVES BY THE

19 | Law Student | Mumbai
CELEBRITIES THEY LOVE AND SOLICIT FOR
ATTENTION.

KPOP fan | Teresian | Blogger | 14

PEACOCKS ARE ALL ABOUT

DREAMERS ARE ARTISTIC, GAMIFICATION OF SOCIAL AND
CREATIVE AND NON-
SELF-PROMOTION.
CONFORMIST.

18 | Mumbai | photogenic | luv

shopping | foodie | dancing |
18! Dance with your own rhythm Fashion love | Follow me |

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With a wide portfolio of
insurance products our
cliet wanted to help drive
campaign performance by
optimizing who to target
(Active Lifestyle people),
when to reach out, what
channels to leverage, and
what content to use that
connects the target
audience to Insurance
Client life insurance
products
Challenge
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Insurance Discover Insights
Social Listening
Insight 1:
3 of the personas make up
about 65% of the active
lifestyle audience and
1. Curate the Active show the lowest
We took the Lifestyle data set
Each persona has
internal/external risk,
premise of 2. Conduct VE on the which makes these three
distinct characteristics,
traditional curated data set and personas a key audience attributes and
ethnography, the build out possible for Insurance Client behaviors that present
study of people and continuums and key Identified 6 different a different opportunity
their culture within personas types of personas Insight 2: for Insurance Client to
Zanroo to collect online
their own space, 3. Define key continuums Discussions about
conversations and to Self-Oriented, position insurance
and applied it to the based on key attitudes
online ecosystem to
identify possible Motivator, Go- exercising schedules, plans products, allowing the
and behaviours of each
develop a full
personas based on the betweens, Socially and strategies are topics of client to distribute
key attitudes and persona high engagement for the
understanding of 4. Validate and further Oriented, Physical campaign budget
behaviors seen within top 3 personas. Sharing
the online beliefs define identified key Fanatic and their goals and
according to high
the curated data set
and behaviors of personas. Influenced achievements is important. converting persona
active people
Objective Solution Tactics Findings Insights Results
Map & Optimize CONSIDERATION

REPEAT EVALUATION
CUSTOMERS

LOYALTY

SERVICE CONVERSION

CUSTOMER

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 Competitive E-Commerce Discover Insights

Landscape
11street Malaysia

11street established a
- Different channels to program to to
access offers and
11street is Malaysia’s continuously drive users,
products increased user
latest one stop online activity customers and sellers
shopping mall that
To build a fun and From experience 11street back to the website and
connects customers to identified that sales - Existing shoppers will mobile platforms.
interactive online
variety of quality products conversions involved strong shop more frequently They recognised
buying website where
at competitive prices. and reliable engagements when they experience a behaviours with the
everyone can buy and
sell in an open-yet- with Users, Buyers, Sellers. smooth 1st transaction highest lifetime value
11street is in the Pricing is attractive
trusted environment. and used this
competitive e-commerce They wanted to identify however timely - Proving different
Beyond this they Zanroo to collect online information for
space and need real-time what were the main pain options of payment like
needed to stay conversations on delivery and positive advertising and content
insights of their customers points and highly satisfying cash on delivery and
competitive and competitor product customer service
to stay competitive against activities when transacting online transfer are other campaigns to attract a
therefore needed to launches, international was consistently
their competitors Lazada,
improve its touch high selling products to online and develop a avenues sellers were similar audience, which
Zalora, GoShop, GEMFive, program to enable and mentioned as an increased traffic, time
points to boost bring into the KL market. willing to accept, aside
Lelong and Shopee. motivate their Users, important return from debit/credit spent and conversion.
conversions.
Buyers & Sellers. and repurchasing
factor

Challenge Objective Solution Tactics Findings Insights Results

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Build a Predictive Analytics Program

HIGH
BEST
CAMPAIGN
MAJOR EXPECTED
SUCCESS SUCCESS

SOCIAL REPUTATION
BUZZ VOLUMES

SCORE

LIMITED
SUCCESS
FAIL CHART THE
PERFORMAN
LOW

CE OF EVERY
LOW BUDGET HIGH CAMPAIGN
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 TOYOTA in no RUSH Discover Insights

Toyota Social Listening

Step 1: BRAND
Toyota used Zanroo’s Social Compare total social conversation
Listening platform to identify between Toyota & Honda
consumer insights to learn the
love and hate factors and also Step 2: CAR MODEL Insights 1:
Compare total social conversation
to identify areas of Middle-class are
between Rush, HR-V and BR-V looking for reliable
improvements.
and durable car to
Step 3: CAR ATTRIBUTE conquer challenges in
Differentiated product
Identify conversations around lives. positioning strategy
Exterior, Interior and Performance
Insights 2: Localized Video
Toyota wanted to revive
Rush is highly praised Messaging based on
Toyota Rush model in
for its off-road ability Middle-Class hardship
Indonesia market with a video and durability. to engage
campaign, however did not Use Zanroo findings to strengthen
243,987 Brand mentions
know the best messaging to Toyota Rush brand positioning and
19,573 Car Model mentions Lifting Toyota spirit as
drive interest, engagements communication for future marketing
245 Car Attributes mentions a trusted benchmark
and conversions purposes.

Challenge Objective Solution Tactics Findings Insights Results

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What Success Looks Like
2 – Peak volumes are 4 to 10x
higher than baseline and spread
on all social and mainstream
media
4 – Higher brand-related
conversation volumes

1 – Campaign Starts
Volume of

3 – Lasting Positive
Buzz

Buzz

AFTER

BEFORE

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Time
for more information, please contact:

Website: www.zanroo.com
Email: myljoy@zanroo.com

THANK YOU
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