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10 Keys to Successful Social Research
 

10 Keys to Successful Social Research

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by Neil Beam

by Neil Beam

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    10 Keys to Successful Social Research 10 Keys to Successful Social Research Presentation Transcript

    • Neil  Beam  Director  of  Client  Rela2ons  nbeam@mo2vequest.com   573-­‐489-­‐3363   @neilbeam  
    • BEWARE  OF  BRAND  MONITORING      
    • LOOK BEYOND BRAND CONVERSATIONS TO UNDERSTAND CONSUMERS People talk about what they care about, typically not brands FOOD  CONVERSATIONS   HEALTH  CONVERSATIONS   CAR  CONVERSATIONS   Brand Mentions Brand Mentions 11% 5% No Brand Brand Mentions Mentions No Brand Mentions No Brand Mentions 50% 50% 95% 89% Lowest  share  of   Highest  share  of   brand  men2ons   brand  men2ons   In  the  most  of  our  online  anthropology  studies,  if  we  defined  our  data  universe  by  brand  men2ons,  we  would  miss  the  bulk  of   relevant  consumer  discussion,  including  insights  that  are  being  used  to  make  our  client  brands  more  relevant.  
    • THE  DATA  SAMPLE  IS  CRUCIAL      
    • ANALYZE  DATA  TYPES  IN  DIFFERENT   WAYS  
    • Sports  &  Fitness   Digital  Water   ParenAng   MulA-­‐media  sites   Personal  blogs   Cooler   Personal  Finance   Entertainment/Pop   Environment  &   Culture   Philanthropy  Photo  sharing  sites   Micro-­‐blogs   AutomoAve   Health  and   Food  &  DieAng   Wellness   Forums  and     Social  Networks   Message  Boards   Technology   Retail  &  Style   Travel  
    • ChallengeA pharma company wastrying to understand how toconnect with patientsMQ ApproachOur analysis revealed verydifferent engagement andneeds with each differentmedia channelAction-  The client re-organized all of the channel planning and strategy to better put the right message in the right place.
    • CLEAN  DATA  MATTERS      
    • MAJOR  DATA  PROVIDER–  40%  VALID   MOTIVEQUEST  –  98%  VALID  Name count dupes spam not  e nglish valid Name count dupes spam not  e nglish validdebian  and/or  kubuntu 5 4 1 Optibay  and  Bootcamp/VMware  Questions 13 13Technical  Marketing  Update  2012  –  Week  25  –  #tmupdate5 4 1 VMWare  Fusion  for  MySQL  -­‐  Backup  strategy 7 7is  an  i Mac  going  to  be  worth  i t? 4 4 EBS  Installation  on  V mware  Too  Slow 6 6RE:  Interesting  Buying  Experience  with  Dell 4 4 Brass  Bottom  Boys 5 5RE:  MBPr  couple  use  questions. 4 4 Macbook  pro  with  retina  -­‐  Dont  shoot  me 5 5RE:  Red  Hat  CEO  Is  Ready  To  Squash  Microsoft,  V Mware,  a3 Oracle nd   3 disallow  user  access  virtual  machines  without  ssl  certificate 4 4cant  access  all  slices 3 2 1 VACL  &  V Mware 4 4Enterprise  Sales  V eteran  Frank  Rauch  Leaves  HP 3 2 1 virtualising  application  server 4 4ESXi  and  Network  Computer  Hardware 3 2 1 [D]aily  [S]ingles  [L]onely?  [R]ant        -­‐  Part  5 3 3HP  Enterprise  Sales  V eteran  Frank  Rauch  Leaves.  We  Got  Your  Memo. 3 2 1 [Resolved]  V MWare  Fit  Guest  Now  not  working  after  i nstalling  V Msvga2 3 3RE:  Mac  or  PC  ?  Laptop  or  Desktop? 3 1 2 Help  Choosing  between  2  builds! 3 3RE:  virtualising  application  server 3 1 2 Unable  to  i nstall  V M  workstation  8 3 3Windows  7  Ultimate  LastOS7  v2  Xtreme  (x64x86)  (2011) 3 2 1 Virtual  Learning  Environment  for  Networking? 3 3Xrumer  7.0.12  Elite  and  Hrefer  3.85(VMWare) 3 1 2Dell  vStart:  The  Simple,  Fast,  Smart  Path  To  V irtual  Infrastructure 1 2 1 VMware  V SA  disk  usage 3 3[b]NYSE[/b]  V olume  More  Sym  Name  Last 2 1 1 0 About  V M  fusion 2 220%LifeTime|  Hostplate.com(1Gbps-­‐NL)Unmetered:VMware  Windows  &  OpenVZ  Linux(SolusVM) 2 1 1 0 ASM  disk  i s  not  displaying 2 1 1CBT  Nuggets  :  MCTS  70-­‐403  SCVMM  &  70-­‐652  Hyper-­‐V 2 1 1 0 Cooler  Master  RC-­‐692-­‐KKN2  No  Power  Supply  ATX  Mid  Tower  Case  (Black) 2 1 1FP  SoftPack  12.05.1  (MULTI32012) 2 1 1 0 DCNM 2 2Mac  OS  X  Lion  10.7  Developer  Preview  (VMWare  Fusion  U2 pdate) 1 1 0 Error  1606 2 2Mac  OSX  10.8  Mountain  Lion  DP  V Mware  Image 2 1 1 0 ESXi  V Ms  so  slow  i ts  almost  unusable 2 2N36L  hard  drive  upgrade 2 2 Event  i d:6008  unexpected  shutdown  analysis2 2New  Webmaster/SEO  Workstation  Build 2 2 Google  Compute  Engine  Ignores  V Mware,  Microsoft  Users  |  Faheem  Lab 2 2Portable  soft  v.1.2.4.8  (05.2012) 2 1 1 0 hi  i am  not  able  to  run  the  other  softwares  i n  the  system  after  i nstaling  the  vmware7.1,the  system  i s 2 2Re:  Beginner's  i nquiry  on  How  Oracle  V DI  product  works 2 1 1 Installing  CUEAC  on  V Mware  ESXi 2 2RE:  Does  anybody  here  use  V iew? 2 2 loss  of  higher  screen  resolution  capabilities  with  l inux  6 2 2RE:  Solved:  php  upload  restriction 2 1 1 Official  Minecraft  "VWVortex  Server" 2 2SOFTPIR  WPI  Professional  02.12  x 32/x64  2012  Multilanguage 2 1 1 0 Remove  floppy  by  default 2 2VMware  adds  Mozy  to  i ts  cloud  and  virtualization  e mpire2 1 1 0 RT  @GeorgeReese:  My  l atest  blog  e ntry:  The  2 ole  i n  the  V Mware  Whole  Cloud  Strategy  http://t.co/Fa7nxKdA  #clo H 2VMware  Fusion  v4.1.3.730298  Mac  OS  X 2 2 0 SAP  Events:  Running  SAP  on  V Mware  Infrastructure 2 2VMware  Workstation  v8.0.2  Build  591240  Final/RePack  Lite/Unattended  EN-­‐RU  (2012) 2 1 1 0 Those  l eap  seconds 2 2Windows  7  Ultimate  LastOS7  v2  Xtreme  (x64x86)  2011 2 1 1 0 using  the  update  tools  on  a  virtual  machine  with  a  macbok  pro 2 2Windows  7  x Dark  Deluxe  x 86  3.6  RG  ISOENG  2011 2 1 1 0 100 2 0 0 98Wolfram  Mathematica  v8.0.4  (Mac  OSX) 2 1 1 0Xrumer  7.0.12  Elite  and  Hrefer  3.85 2 1 1 0求助啊,搞了两天了,EASY-­‐UI+STRUTS一直没数据。。。。。。大牛们。。。 2 2 0 93 40 14 2 37
    • CODING  IS  CRUCIAL    
    • CAPTURING RELEVANT 40 M Conversations CONVERSATIONS SEARCHING FOR WORDS LIKE: Pickle Full Pickles Dataset Gherkin Claussen Clausen Vlasic Vlassic BubbiesFiltering Process BaTempte Pickled cucumber FILTERING OUT NON-RELEVANT CONTEXTS LIKE: in a pickle 44,773 Pickle Mr. Pickles Conversations In a real pickle spam and advertising Pickle-Talk NOTE: These are only portions of the strings used.
    • FILTERING AND PAIRING AN ACTUAL BOOLEAN STRING, FOR CANON CAMERAS ((("Canon" OR canons)  AND (camera OR cameras OR "point and shoot" OR "slr" OR "dslr" OR mirrorless OR cam OR cams)) OR ((A1100 AND (Canon OR Canons OR camera OR cameras)) OR A1100IS) OR ((A3000 AND (Canon OR Canons OR camera OR cameras)) returns will include “bacon” AND and “cholesterol” OR A3000IS) OR ((A3100 AND (Canon OR Canons OR camera OR cameras)) OR A3100IS) OR (A480 AND (Canon OR Canons OR camera OR cameras)) OR (A490 AND (Canon OR Canons OR camera OR cameras)) OR (A495 AND (Canon OR Canons OR camera OR cameras)) OR (D10 AND (Canon OR Canons OR camera OR cameras)) OR (G11 AND (Canon OR Canons OR camera OR cameras)) OR (G12 AND (Canon OR Canons OR bacon cholesterol camera OR cameras)) OR ("PowerShot" OR "powershots" OR "power shot" OR "power shots") OR (S90 AND (Canon OR Canons OR camera OR cameras)) OR (S95 AND (Canon OR Canons OR camera OR cameras)) OR ((SD1200 AND (Canon OR Canons OR camera OR cameras)) OR "SD1200IS" OR ("sd 1200" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1200IS") OR (("SD1300" AND (Canon OR Canons OR camera OR cameras)) OR "SD1300IS" OR ("sd 1300" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1300IS") OR ((SD1400 AND (Canon OR Canons OR camera OR cameras)) OR "sd1400IS" OR ("sd 1400" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1400IS") OR (("SD3500" AND (Canon OR Canons OR camera OR cameras)) OR returns will include either OR “bacon” or “sausage” "sd3500 IS" OR ("sd 3500" AND (Canon OR Canons OR camera OR cameras)) OR "sd 3500IS") OR ((SD4000 AND (Canon OR Canons OR camera OR cameras)) OR "SD4000 IS" OR "sd 4000 is" OR ("sd 4000" AND (Canon OR Canons OR camera OR cameras))) OR ("SD4500IS" OR (SD4500 AND (Canon OR Canons OR camera OR cameras)) OR ("sd 4500" AND (Canon OR Canons OR camera OR cameras)) OR "sd 4500is") OR (("SD780" AND bacon sausage (Canon OR Canons OR camera OR cameras)) OR "sd780IS" OR "sd 780IS" OR ("sd 780" AND (Canon OR Canons OR camera OR cameras))) OR (("SD940" AND (Canon OR Canons OR camera OR cameras)) OR "sd940IS" OR ("sd 940" AND (Canon OR Canons OR camera OR cameras)) OR "sd 940is") OR ((SD960 AND (Canon OR Canons OR camera OR cameras)) OR "sd960IS" OR ("sd 960" AND (Canon OR Canons OR camera OR cameras)) OR "sd 960IS") OR (("SD980" AND (Canon OR Canons OR camera OR cameras)) OR "SD980 IS" OR ("sd 980" AND (Canon OR Canons OR camera OR cameras)) OR "sd 980IS") OR ((sx120 AND (Canon OR Canons OR camera OR cameras)) OR "sx120is") OR (("SX130" AND (Canon OR Canons OR camera OR cameras)) OR sx130is) OR (("SX20" AND (Canon OR AND returns will include Canons OR camera OR cameras)) OR sx20is) OR (("SX200" AND (Canon OR Canons OR camera OR cameras)) OR sx200is) OR (("SX210" AND (Canon OR Canons OR camera OR NOT “bacon” but not “kevin” cameras)) OR "sx210is") OR (("SX30" AND (Canon OR Canons OR camera OR cameras)) OR SX30IS) OR((Rebel OR Rebels) AND (EOS OR Canon OR Canons)) OR (t1i OR t1ief OR t1iefs) OR (t2i OR "t2ief" OR t2iefs) OR ("rebel x") OR ("Rebel XS") OR (EOS OR EOSs) OR bacon kevin ("EOS 1D" OR (Canon AND 1D)) OR ("EOS-1Ds" OR (Canon AND 1Ds)) OR ("EOS-50D" OR (Canon AND 50D)) OR ("EOS-5D" OR (Canon AND 5D) OR 5D2) OR ("EOS-60D" OR (Canon AND 60D)) OR ("EOS-7D" OR (Canon AND 7D) OR 7D2))  
    • NET POSITIVE SENTIMENT Bacon 20% Video Game Consoles Hybrid Cars Automotive 10% Airlines Insurance     Neutral Cell Carriers Financial Services Gas Companies NET NEGATIVE SENTIMENT
    •  Visa  was  a  prominent  sponsor  of  the  2008  Olympics  with  its  “Go  World”  campaign.    Unfortunately,  a  third  party  brand  monitoring  company  hired  to  gauge  results  of  the  campaign  reported  plumme2ng  brand  sen2ment.    Visa’s  agency  asked  us  for  a  second  opinion.    We  found  225  non-­‐brand  linguis2c  excep2ons  to  the  word  “visa”.    (H-­‐1B,  issued  visa,  issuing  visa,  etc).        Carefully  stripping  out  these  false  posi2ves  showed  that  Visa’s  sen2ment  actually  rose  during  the  Olympics.           “Visa has these new Olympic commercials I really like. Morgan Freeman is the narrator and when has he not brought 100 % class to something? Plus, the stories range from gold medal wins to people with good losing attitudes and are quite inspirational.”
    • THE  BENEFITS  OF  LISTENING  VS.  ASKING      
    • ChallengePickle Brand X had no moneyfor big media they neededsocial to work hardMQ ApproachWe used linguistic correlationsto understand what picklelovers where most passionateabout.Action-  Identified all sorts of new ways to market, merchandise and innovate in the category-  Brand X growth beat both the category and the competition, growing 0.4 share points (while the leading competitor lost 0.8).
    •  USE  SOCIAL  RESEARCH  INTERACTIVELY      
    • Learn Management’s Goals and Hypotheses Research Millions of Reiterate and Retest With Conversations Saved Data Generate Insights, Ideas, Trends, Metrics, ImplicationsKickoff Data Harvest Data Analysis Final Report Follow-Ups
    •  BEWARE  SIMPLE  METRICS      
    • IT’S TIME TO LOOK BEYOND MEASURMENT AND START UNDERSTANDING If brands want to connect with the consumer they must dig deeperMarketing SalesProblems
    •  BEWARE  SHINY  OBJECTS  
    • X  
    • ChallengeRam had a great product butpoor salesMQ ApproachWe used archetypal analysisto identify categorypositioning and opportunitiesAction-  Repositioned Ram against the rebel archetype-  12 months later Ram was the fastest selling vehicle in the US
    •  DON’T  FORGET  THE  PEOPLE      
    • Great social media researchers have specific skills… but research departments can help foster the right priorities as well.   BALANCE  OF  LOGIC  &  INTUITION   PATTERN  RECOGNITION   CREATIVE  EXPERIMENT  DESIGN     PERSISTENCE  &  STUBBORNNESS  
    • Neil  Beam  Director  of  Client  Rela2ons  nbeam@mo2vequest.com   573-­‐489-­‐3363   @neilbeam