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Social Listening and Big Brother: A Consumer Study

Working for NetBase, a social intelligence company that helps the largest brands and agencies in the world understand what consumers are saying about them, I started wondering about Big Brother: Do consumers know we’re listening, and do they care? To answer that, we joined forces with our partner J.D. Power and Associates and surveyed 1,062 consumers across demographics—Millennials to Boomers—and asked them a series of questions. Survey Results Here are key findings from the survey, presented in an infographic: 32% of consumers have no idea brands are listening. They’re talking about companies to their friends, and their feedback is 100% [...]

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Philz Coffee Netnography

The positioning for Philz Coffee is all about hand-made, gourmet, and custom. The Philz site says, “If you are serious about coffee, we recommend you immediately fly down to Philz Coffee and try a cup of one of the 20 handmade coffees that 
are on the menu or get some Philz coffee shipped over to you. … Ask Phil how many times people have come directly from the airport just to taste his coffee.” OK, but there are only seven retail locations for Philz— compared to 17,000 for Starbucks—so if you want to try Philz at one of their coffeehouses, [...]

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What’s the Best Online Backup Service?

In the past, when you had an important purchase decision to make, you might have asked a friend or two for their opinion. Now, with the advent of social media, you can turn to a quarter million people and get their opinion in the blink of an eye—as long as you have sophisticated tools like NetBase’s to automatically analyze all that chatter so quickly. Here’s a personal example: When I bought my daughter a laptop a few months ago, I realized I should also sign up for a good online backup service. Since I’m not an IT wonk myself, I [...]

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How to Track Comments on YouTube Videos

Do you use YouTube videos to promote your product? If so, how do you track what people are saying about them? You could search on the URL of a video, but typically the URL gets shortened when used in a tweet. And it might get shortened a different way for each tweet, so simply searching on the URL doesn’t work. But here’s what does work: Put a unique hashtag in the title of your video—like #BASSMOB in this example. Then, to see what people are saying about that video, you can set up a topic in the Insight Workbench with the hashtag #BASSMOB. [...]

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Starbucks Netnography

Starbucks wants to be “a beacon for coffee lovers everywhere,” but they also want to be purveyors of “everything else that goes with a full and rewarding coffeehouse experience.” The question is, Does devoting time and energy to being “so much more than what we brew” take away focus and resources that could instead be spent on providing the best possible coffee? About Starbucks Since 1971, Starbucks Coffee Company, according to its website, has been committed to ethically sourcing and roasting the highest-quality arabica coffee in the world. Today, the company sells more than 30 coffee blends at 17,000 retail [...]

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