SWMRA EF- 2011

[Product Name] Insert Product Photograph Here Your Logo Here (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com Social Media Research: Secret Sauce or …Deconstructing the Burger?

101 Ways to Leave Your Market Research Conference (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Play a quick game
What is the most visited website in the US in 2010?

Chuck Norris, The Jimmer & Social Media (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
The Jimmer Story
http://es.pn/qwpEf4
Chuck Norris Social Media Facts:
Chuck Norris doesn’t use WordPress; he uses BenchPress.
Chuck Norris doesn't click "LIKE" on your Facebook page. He stamps it in your face with his fist by punching the monitor.
Not even Chuck Norris is allowed to be a fan of Chuck Norris on Facebook.
People use hash tags on Twitter. Chuck Norris uses slash tags.
When Twitter is over-capacity it's because Chuck Norris has just sent a tweet.
When Chuck Norris un-friends someone on Facebook, they spontaneously combust into flames
Chuck Norris doesn't tweet; he just roundhouse kicks his followers 140 times.

Social Media Research (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

Presentation Outline (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

Social Media (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
From Wikipedia: Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.
From Twitter - “Social media is a pile of open ends waiting for a question"#mrx #smr #futureofMR.
From Twitter – “There are many social media research myths and facts swirling around. Make sure you know which is which.” #MRX
Tip: Do you and your company participate in the social media trifecta of Linkedin, Twitter, & Facebook? Aside from the inbound marketing impact they’ll have on your company, they provide significant sources of market research information.

Social Media Listening vs. Social Media Research (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

Social Media Terms (and Resources) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Twitter, Facebook, YouTube, LinkedIn, Blogs, Microblogs, Microsites, RSS…the list goes on…and on…and on…Here’s a reference for different social media types: http://bit.ly/lUxsHf
There are more Social Media terms than there are social media types. What’s a hashtag? Here’s a glossary: http:// bit.ly/kwCWaX
There are many different ways to “go social” but how do you manage it all? Here are some very good social media monitoring tools: http://bit.ly/jg20dg
Tip: get to know bit.ly! Bit.ly (http://bitly.com) is a URL shortener…and it’s free. It changes this: ( http://blog.hubspot.com/blog/tabid/6307/bid/6126/The-Ultimate-Glossary-101-Social-Media-Marketing-Terms-Explained.aspx ) to this: ( http:// bit.ly/kwCWaX )

Social Media Research Terms (and Resources) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Firehose: The stream of social media information that can be tapped for research purposes.
Search Queries: Search terms used to find the most accurate information available on the subject studied.
Scraping or Crawling: Pulling information from sites, RSS, social media firehoses, etc. and consolidating it for research use.
Social Media Research Ethics: There are serious ethical considerations for this type of research. The first is whether the information is considered public or not. Consider them.
Automated and Manual Coding Systems: SM produces unstructured text. Do you coded it using automated processes, manual processes, or a mixture?
Text Analytics: set of linguistic, statistical, and machine learning techniques that model and structure the information content of unstructured text sources for business intelligence, data analysis, research or investigation
Sentiment: Most common measurement technique for social media data. Raw values coded when unstructured text is evaluated.
Tip: See the MRA’s guide to Social Media Research titled “Top 16 Social Media Research Questions.” http://bit.ly/m591Uc

Why Social Media Matters (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Social Media Penetration:
The average Facebook user has 130 friends.
Over 25 Billion pieces of content are shared on Facebook, each month.
There are over 200 Million active users of Facebook on their mobile phones. Overall, there are over 500 Million users of Facebook.
In 2010, Twitter had over 100 Million registered users, with new users signing up at a rate of 300 Thousand per day.
Twitter receives 180 million unique visitors to its site each month and receives over 600 million searches per day.
Twitter users are averaging 55 million tweets a day. That's 637 tweets a second.
YouTube receives 2 Billion views a day and is the 3rd most visited website (Alexa).
On average, visitors to YouTube spend about 15 minutes each day viewing and adding content to the site.
24 hours of video is being uploaded to YouTube each minute.
Content is Available for Public Consumption (Mostly)…if you can gain access to it should you use it?
Scraping and Accessibility have changed in the past couple of years…It’s becoming easier.

Social Media Research Process (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Research Goals & Questions – Know what you want to know.
Drives where you look
Determines what to look for
Identifies whether you need to deal with a sample or a population
Collect the Data
Difference between Twitter & Everyone else (Twitter limitation)
Single Data File & View (Early SMR had different files for different platforms)
Clean the Data
Crawlers collect everything…everything may not matter
Duplicates & Spam
Retweets
Differences between Platforms and what they include in content delivery

Social Media Research Process (Cont.) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Random Sampling – Do you really need 147,000 pieces of unstructured text?
How should the sample be split?
By Day
By Time
By Source
How does it correspond to action on the web (a news release, a product release, a new ad, a catastrophe, etc.)
Is the research question capable of generating enough content that you need to sample? All searchable responses may have to do.
Coding of Unstructured Text for Analysis
Auto Coding vs. Manual Coding vs. Both (Subtleties in the data)
Auto code text that occurs in > 3% of unstructured text
Know your analysis when you code

Social Media Research (Measurement Tools & Procedures) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Text Analytics – Turning text into data for analysis via application of natural language processing (NLP) and analytic methods. The application of text analytics is to respond to business problems, whether independently or in conjunction with query and analysis of fielded, numerical data. The techniques and processes discover and present knowledge that is otherwise locked in textual form, impenetrable to automated processing.
There’s an App for that…and it’s free
if you can understand how to use it.
(RapidMiner)

Social Media Research - Analysis (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

Social Media Research Reporting (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Reporting
Traditional Reports & Exec. Summaries
Online Dashboards
Word Clouds
Sentiment
Sentiment over Time
SWOT Grids
Data Downloads
Code Books
Etc.

What Social Media Research is not…(aka #SMR Limitations) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Identifying the demographics or geographic location is difficult .
Measuring incidence or awareness of a brand or category is impossible through #SMR .
All companies are not created equal in #SMR. Not every large company has a large presence .
Not every consumer brand is unique enough or talked about enough to be researched very easily .
“ Same As” Responses. If the brand isn’t mentioned, then you may filter out the response.
Extreme Responders are easier to find than those in the middle. Although, this is evening out with the volume of content produced.

Zagat vs. Social Media (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Zagat Results
Methodology (Survey of 6,500 Respondents)
Five Guys Burgers & Fries
In-N-Out Burger
Wendy’s
Burger King
McDonald’s
Social Media Results
Methodology (Online Comments from 2,355)
Five Guys Burgers & Fries
In – N- Out Burger
Smashburger (Strong SM Presence)
Wendy’s
Burger King
McDonald’s

Tips when Implementing Social Media Research (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com
Use us…The story…
Yours, Mine & Ours – Know the part of the process you’d like to take part in and what you’d want others to complete.
Focus - Understand what you’re trying to accomplish & measure
There, their, they’re – all mean different things. The same problem exists…on steroids…on the web.
Samples vs. Populations & Samples vs. Populations – Sampling of Social Media Sources vs. Every Possible Social Media Source in the world…Sampling of Data vs. Population of Data (Know which one you want)…what do you do with 147,000 cases or 220,000 cases?
Eliminate Duplicates (and Spam)

Conclusion(s) (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

Questions, Clarifications, & Comments (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com

[Product Name] Insert Product Photograph Here Your Logo Here (p) 800-678-3748 (e) info@DiscoveryResearchGroup.com (w) www.DiscoveryResearchGroup.com Presented By: Vaughn Mordecai; President 6975 Union Park Center, Ste. 450 Midvale, UT 84047 800.678.3748 [email_address] www.DiscoveryResearchGroup.com

SWMRA EF- 2011

by Discovery Research Group on Jul 15, 2011

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SWMRA EF- 2011 — Presentation Transcript

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