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Conversation Research:

Leveraging the power
of social media Market
Research
For MRS Members Evening
By
Robert Dossin, Man...
Battle of the platforms
Social media mixology

Time to cook up your social media
cocktail.
Based on target group

women.
business.

30+ affluents.
For brand/positioning

Creative Industry.

Service Industry.

#inspirational

#customerexperience
Where is Social Media now?

‘Pinwhat?
Snapwhat?
Tumbwhat?
Instawhat?’

‘We’re on
Facebook
and Twitter’.

‘Social
Media?’

...
The world as it used to be
Research has changed
From asking questions...

...to having a conversation
Conversation research
‘Passive’ Listening

Active Listening
Passive

Active
Only spontaneous feedback
Representativeness
Informed consent
Giving back

Panel pressure
Building a commu...
Tapping into ACTIVE online
conversations

Social Media
Nethnography

Social Media
Dashboards / Monitoring
exploratory for
...
Social media netnography

= research methodology
that makes use of publicly
available user-generatedcontent in order to an...
Reversed research process
Traditional research

SURVEY/ TOPIC GUIDE
DEVELOPMENT
SAMPLING
RESPONDENTS
ACTIVE
DATA COLLECTIO...
1. Universe detection

Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 14
Representativeness

‘It’s the end of the world as we know it’
Social Media
Netnography
EphMRA Conference Masterclass © InS...
Conversations are the new unit of analysis
Selecting the right keywords
Keywords for
sampling

Conversations on
epilespy

Conversations on
Epilepsy brands

Social Me...
Selecting the right keywords

Conversations on
epilespy

Conversations on
Epilepsy brands

Analysis
Conversations on
docto...
Good definition of a
universe
Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 19
Google keywords

Thesaurus

Keywords for search engine optimization

Social Media
Netnography
EphMRA Conference Masterclas...
Sampling is still key

Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 21
Visitors

Small #
Large influence

Medium influence
Specialized in topics

Long tail

# sources

Social Media
Netnography
...
Visitors

http://www.healthboards.com/

http://www.coping-with-epilepsy.com/
http://scott-lwe.blogspot.com/

http://bschoo...
About profile information


Profile information on poster / user level
– Internet has no boundaries
– Only information av...
2. Data collection

Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 25
Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 26
All doubles, headers & footers eliminated
One post can only appear once!
Data restructuring

= maximum error reduction

So...
Historical data

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

week week week week week week week week week week week week
...
Public & fan pages only
Becoming friends

Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011...
3. Framework development

Social Media
30
Netnography

EphMRA Conference Masterclass © InSites Consulting 2011
Two core principles

Top down
analysis

Bottom-up
analysis
Social Media
Netnography
The power of text analytics

Text analytics is the process of
extracting knowledge and
information from text

Stage 1: Ext...
Analysis process

3.Qualitative
analysis
2.Associative
pattern
recognition

Analyse original verbatims via qualitative
con...
Sentiment analysis
Sentiment of the

Sentiment of a

conversation

brand / topic

Conversation level

Sentence level

'I h...
Happiness
Joyful
Satisfied

Elated, Excited, Enthusiastic

Relaxed

Contented, Relaxed, Satisfied

Social

Happy
Cheerful
...
4. Analysis

Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 36
Main conversation themes
Quartile 2 & 3

– Different clusters of words in the buzz are found that refer
to different theme...
Sentimeter

Main conversation themes in epilepsy
diet
surgery

family

social impact
children
Polytherapy

Success
treatme...
What symptoms are most often mentioned in
online conversations?
sleep issues and fatigue

21%

stress and anxiety

15%

em...
Product evaluation
&
branding
Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 40
Share of brands in total amount of
conversations
Total sample
N = 42469

Brands for epilepsy
treatment are
mentioned in ab...
Applications
Social Media
Netnography
EphMRA Conference Masterclass © InSites Consulting 2011 42
Typical research questions
Get insights directly from patients based on their spontaneous online discussions
1.

Which are...
Other Applications
Digital strategy
Netnography study that results in an integrated communication & conversations
strategy...
Business Objectives & Approach
To empower patients and carers to initiate conversations with HCPs, and each other
and to r...
EMEA Schizophrenia 24 x 7
Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7

How understanding patients helped
Janssen to improve its website
us...
………………………………………………………………………………………………….…….

In Summary
………………………………………………………………………………………………….…….
Social media netnography: benefits

Access to highly involved patient
and difficult topics

Many conversations
Most on rel...
Social media netnography: limitations

Less of the uninvolved
patient

No probing
Only what is relevant for them
Internet ...
Thoughts to hold on to
Have a conversation with your consumers – start with active
listening BEFORE joining
Netnography is...
Thank you!
Robert Dossin, Managing Director

@robert_dossin
http://uk.linkedin.com/in/robertdossin
+44 7904 288 898
robert...
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Conversation Research: Leveraging the power of social media market research

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Conversation Research: Leveraging the power of social media market research by Robert Dossin, presented at the MRS Member Evening on February 10, 2014 in London (UK).

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  1. 1. Conversation Research: Leveraging the power of social media Market Research For MRS Members Evening By Robert Dossin, Managing Director, InSites Consulting London office
  2. 2. Battle of the platforms
  3. 3. Social media mixology Time to cook up your social media cocktail.
  4. 4. Based on target group women. business. 30+ affluents.
  5. 5. For brand/positioning Creative Industry. Service Industry. #inspirational #customerexperience
  6. 6. Where is Social Media now? ‘Pinwhat? Snapwhat? Tumbwhat? Instawhat?’ ‘We’re on Facebook and Twitter’. ‘Social Media?’ 2006-’07 2010 2012-’13 2008-’09 2011 2014 ‘We gotto do something’. ‘We have a strategy’. ‘Time for a strategic review
  7. 7. The world as it used to be
  8. 8. Research has changed From asking questions... ...to having a conversation
  9. 9. Conversation research ‘Passive’ Listening Active Listening
  10. 10. Passive Active Only spontaneous feedback Representativeness Informed consent Giving back Panel pressure Building a community Recycle and ask Recruitment Giving back Knowledge
  11. 11. Tapping into ACTIVE online conversations Social Media Nethnography Social Media Dashboards / Monitoring exploratory for enhanced quality Observational research EphMRA Conference Masterclass © InSites Consulting 2011 11
  12. 12. Social media netnography = research methodology that makes use of publicly available user-generatedcontent in order to answer a research question Social Media Netnography 12
  13. 13. Reversed research process Traditional research SURVEY/ TOPIC GUIDE DEVELOPMENT SAMPLING RESPONDENTS ACTIVE DATA COLLECTION ANALYSIS Social media nethnography SAMPLING UNIVERSE DETECTION PASSIVE DATA COLLECTION FRAMEWORK DEVELOPMENT TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS Social Media Netnography
  14. 14. 1. Universe detection Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 14
  15. 15. Representativeness ‘It’s the end of the world as we know it’ Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 15
  16. 16. Conversations are the new unit of analysis
  17. 17. Selecting the right keywords Keywords for sampling Conversations on epilespy Conversations on Epilepsy brands Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 17
  18. 18. Selecting the right keywords Conversations on epilespy Conversations on Epilepsy brands Analysis Conversations on doctor Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 18
  19. 19. Good definition of a universe Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 19
  20. 20. Google keywords Thesaurus Keywords for search engine optimization Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 20
  21. 21. Sampling is still key Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 21
  22. 22. Visitors Small # Large influence Medium influence Specialized in topics Long tail # sources Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 22
  23. 23. Visitors http://www.healthboards.com/ http://www.coping-with-epilepsy.com/ http://scott-lwe.blogspot.com/ http://bschool.pepperdine.ed u/studentblog/index.php/201 0/07/freedom-from-epilepsydoesnt-come-free/ # sources Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 23
  24. 24. About profile information  Profile information on poster / user level – Internet has no boundaries – Only information available that is spontaneously shared – Representativity: what do we know about profile on social media?  Profile information on source level – Type of social media source – Meta data  About influentials – On person level – On source Social Media Netnography
  25. 25. 2. Data collection Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 25
  26. 26. Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 26
  27. 27. All doubles, headers & footers eliminated One post can only appear once! Data restructuring = maximum error reduction Social Media Netnography
  28. 28. Historical data 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% week week week week week week week week week week week week 1 2 3 4 5 6 7 8 9 10 11 12 brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49% Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70% Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 28
  29. 29. Public & fan pages only Becoming friends Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 29
  30. 30. 3. Framework development Social Media 30 Netnography EphMRA Conference Masterclass © InSites Consulting 2011
  31. 31. Two core principles Top down analysis Bottom-up analysis Social Media Netnography
  32. 32. The power of text analytics Text analytics is the process of extracting knowledge and information from text Stage 1: Extraction of terms What do I want to use? Stage 2: Group terms in higher level concepts or categories Social Media Netnography
  33. 33. Analysis process 3.Qualitative analysis 2.Associative pattern recognition Analyse original verbatims via qualitative content analysis Which terms often co-occur? Which concept are often mentioned bottomup? 1. Descriptive taxonomy detection To what extent do we find our research topics back? Social Media Netnography
  34. 34. Sentiment analysis Sentiment of the Sentiment of a conversation brand / topic Conversation level Sentence level 'I had a terrible day. I used brand x and felt better' 1 positive – 1 negative 'I had a terrible day. I used brand x and felt better' 1 positive Social Media Netnography
  35. 35. Happiness Joyful Satisfied Elated, Excited, Enthusiastic Relaxed Contented, Relaxed, Satisfied Social Happy Cheerful Excitement Trust, Love, Respect Beauty Beautiful, Admired, Attractive Emotions Proud Surprise Amazed Surprised Astonished Fear Afraid Tense Nervous Worried Insecure Anger Angry Mad Furious Irritated Resentful Sadness Sad Disappointed Regretful Gloomy Pessimistic Violence Aggressive, Abusive, Dominating Swear words Despair Agony, Despair, Ashamed Weak Tired , Bored, Weak Loneliness Lonely, Rejected, Alienated Disgust Disgust Contempt Nasty Social Media Netnography
  36. 36. 4. Analysis Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 36
  37. 37. Main conversation themes Quartile 2 & 3 – Different clusters of words in the buzz are found that refer to different themes – For each theme, we determine the size of the cluster and the sentiment of the cluster Quartile 4 2 – The themes are divided into different quadrants, based on quartiles in volume and sentimeter. – The different quadrants thus need to be interpreted in a relative way, and within a certain language. E.g. themes in quadrant 2 are relatively more positive than themes in quadrant 1 but can still have a negative sentiment. – Meaning of different quadrants • • • • 1: Act: themes that are often mentioned with a negative sentiment 2: Develop: themes that are often mentioned with a positive sentiment 3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitely negative for certain niches 4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively Quartile 2 & 3  Interpretation 4 3 Quartile 4 Quartile 1 1 Social Media Netnography Quartile 1  Methodology
  38. 38. Sentimeter Main conversation themes in epilepsy diet surgery family social impact children Polytherapy Success treatment diagnosis Treatment (no) control Other treatments Molecules budget knowledge epilepsy seizures stakeholders medication brands Medication unloyalty Frequency and duration seizures Specific triggers Alternative treatment medication types epilepsy symptoms administration medication side effects generic medication Seizure triggers Volume Social Media Netnography
  39. 39. What symptoms are most often mentioned in online conversations? sleep issues and fatigue 21% stress and anxiety 15% emotional and mood 9% dizziness 9% pain 7% other psychological 7% other 6% headache 6% memory issues 6% symptoms 6% cardiovascular 5% confusion 4% weight issues 4% muscles 4% vision 3% respiratory 3% gastro 3% tumor 1% Social Media Netnography
  40. 40. Product evaluation & branding Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 40
  41. 41. Share of brands in total amount of conversations Total sample N = 42469 Brands for epilepsy treatment are mentioned in about 14% of online conversations Total sample 100% N = 42469 30% N = 12754 Pharmaceutical treatment Brands 14% N = 5836 2% (832 conversations) are about generic products Social Media Netnography
  42. 42. Applications Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 42
  43. 43. Typical research questions Get insights directly from patients based on their spontaneous online discussions 1. Which are the main topics that are discussed by patients and their caregivers? 2. Which language do patients use when talking about these themes? 3. What is the emotionality of the different topics? How can these emotions be explained? 4. What are the main information sources consulted by patients & caregivers? Increase the effectiveness of the brand plans 1. How big is the buzz about product brands (you and competitors)? How did this change over time? 2. What is the tone of voice of the buzz about product brands ? Which sentiments are used? 3. Is this in line with the desired brand positioning?
  44. 44. Other Applications Digital strategy Netnography study that results in an integrated communication & conversations strategy in terms of who to target, with which content, on which platform. (Reporting will be based on our activation model.) Consumer insightment Netnography study that results in insights and ideas on unmet consumer needs, buying decision processes & product category usage. Campaign evaluation tracker Netnography study that results in an ad-hoc evaluation or tracking of a campaign Online Brand audit Netnography study that results in a 360° view on your brand and its main competitors Product evaluation netnography / tracker Netnography study that results in ad-hoc evaluation or tracking of a product
  45. 45. Business Objectives & Approach To empower patients and carers to initiate conversations with HCPs, and each other and to raise awareness of the benefits of continuous medication, the research needed to identify what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients suffering from Schizophrenia, but also carers and HCPs.
  46. 46. EMEA Schizophrenia 24 x 7
  47. 47. Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7 How understanding patients helped Janssen to improve its website using Social Media Netnography Research Outcomes • Different landing zones for different patient segments • In 16 countries/5 languages • 200K unique visitors • 20% revisit rate Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,
  48. 48. ………………………………………………………………………………………………….……. In Summary ………………………………………………………………………………………………….…….
  49. 49. Social media netnography: benefits Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics 49
  50. 50. Social media netnography: limitations Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries 50
  51. 51. Thoughts to hold on to Have a conversation with your consumers – start with active listening BEFORE joining Netnography is a great method to mine user generated content from YOUR Consumer Consumers want to be engaged, ‘cause they are engaged. We should reinvent ourselves, using technology to engage with them where they are and when they want Not just send our tradional messages via new channels But by starting a conversation with them!
  52. 52. Thank you! Robert Dossin, Managing Director @robert_dossin http://uk.linkedin.com/in/robertdossin +44 7904 288 898 robert@insites-consulting.com New York I Timisoara I London I Rotterdam I Ghent Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom www.insites-consulting.com
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