SM4MR - Trying to Understand Women


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Social media offers new and exciting opportunities for market researchers to gain understandings about products, brands and services at the 'speed of now'

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SM4MR - Trying to Understand Women

  2. 2. Example questions….. 1.  Want to know what women prefer - Louis Vuitton or Gucci in Shanghai? 2. Which brand of eye makeup works best on Asian women in China? 3. What is the brand sentiment of Li Ning Shoes in the US or UK? 4. What brand is the most recognized of Chinese food products in the U.S?
  3. 3. When trying to understand what women think, as marketers we tend to use focus groups Information Opinions Ideas Emotions 3
  4. 4. A focus group is a form of qualitative research in which a group of people are asked about their perceptions, opinions, beliefs and attitudes towards a product, service or company. (Wikipedia) But…. Is there another way to gain understandings of a product or brand? 4
  5. 5. Social Media offers a new way….. SM4MR (Social Media 4 Market Research) Marketers can leverage this medium to gain insights and perceptions on many issues. 5
  6. 6. Using Social Media provides other advantages • Timeliness of data collection • Reduction of research cost • Immediate transcripts at no extra cost. • No additional travel cost or out of office productivity loss • Effective identification of participants 6
  7. 7. How to use Social Media Analytics to gain insights 7
  8. 8. First you need a social media analytics (SMA) platform…. to move from looking at data to gaining insights 8
  9. 9. Insights, not just data 1.0 Monitoring  Volume  Word counts/tag cloud  Entry 4meline  Sen4ment  High‐level topics  Topics and subtopics  Venue analysis  2.0  Voices/par4cipants  Influence  Key influen4als  Drill‐down to entries  Mining  Incident‐level repor4ng  Custom repor4ng elements  Human analysis  9
  10. 10. Use an SMA platform that provides (at a minimum); • Sentiment analysis • Geographical data • Language identification • Share of voice breakdown • Demographic information is our recommended platform 10
  11. 11. Sentiment analysis shows opinions Shows improvement in sentiment Shows decline in sentiment But why…… 11
  12. 12. Sentiment scoring is determined by underlying opinions Shows decline in sentiment was caused by the number, location and frequency of the online documents, mentions and comments being discovered. 12
  13. 13. How do conversations relate? All Credit Card Brand Rewards Conversation Topic Relationships Feb-March 2009 But … where are these discussions taking place? 13
  14. 14. What social media channel? Shows blogs dominate the social media landscape for discussions about this product, brand or service 14
  15. 15. And across geography, too Shows the country where the conversations are occurring 15
  16. 16. The insights that are collected with an SMA are the individual pieces … and need to be used in-conjunction to determine the full picture of understanding 16
  17. 17. Key Takeaways
  18. 18. Traditional market researchers are skeptical of SM4MR. Social media for market research is early stage Social media analytics products are evolving and improving 18
  19. 19. Social Media Analytics will not completely replace traditional focus groups… mealy offer additional data points 19
  20. 20. Use social media analytics selectively when wanting to gain insights about a brand, product or service. 20
  21. 21. There are a limited number of platforms to provide complete social media analytics. Further …. marketing research methodologies on using these tools are almost non-existent 21
  22. 22. That all said… social media offers exciting new possibilities to know what your consumers are thinking right now! Market research at the ‘speed of now’ 22
  23. 23. Social Media Analytics SinoBuzz™ is a social media analytics platform, a powerful tool for monitoring and managing online brand, measuring public awareness, sentiment, influence, and tracing authoritative sources. [] It provides insights into customer retention and loyalty through analysis of customer comments towards brands, products, services and sponsored events. 23
  24. 24. outperforming our competition Beijing:  +86 (10) 6561 5818 Shanghai +86 (21) 3363 2739 Email: Web: @sinotechgroup sinotechgroup sinotechgroup sinotechgroup
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