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5 Tips forGreat Social Media Research          By Annie Pettit      Chief Research Officer     @LoveStats @Conversition   ...
1     Have a Research Objective• Traditional Research   – Usage and Attitudes   – Segmentation   – Brand/Ad Tracking   – C...
Social Media Research Objective     “Lemme see     whuchu got”    NOT an objective   IS a recipe for failure              ...
Actionable Research Objectives• Do consumers like the ad we just  launched on television?• Do consumers like the features ...
2   Know What Brands Will Work              Annie Pettit, Conversition, Canada
Hard for unknown companies toresearch their own brandRevenues>$25 billion• Berkshire Hathaway• McKesson• AmerisourceBergen...
Hard for untalked about companies to    research their own brand    • Johnson & Johnson                   I prefer to chat...
Harder for local/small businesses to    research their own brand    •   Annie’s Bakery    •   Joe’s Corner Store    •   Li...
Large consumer facing companies canmeasure anything               Annie Pettit, Conversition, Canada
What is a large consumer facingcompany?                Annie Pettit, Conversition, Canada
3   Remember Research Basics             Annie Pettit, Conversition, Canada
Large Sample SizesExample 1                                                  50                                           ...
Small Sample SizesExample 2                                                    50                                         ...
4   Be Prepared to Lose Research Basics               Annie Pettit, Conversition, Canada
Cannot identify geo/demographics       Male, White, Hispanic, 3       children, Graduate Degree, Owns a       condo, city ...
5   Collaborate              Annie Pettit, Conversition, Canada
The Mickey Mouse Triad of Excellence         Online                   Mobile         Surveys                 Research     ...
The Mickey Mouse Triad of Excellence                                                                 Get instant in storeG...
The Five Tips1 Have a research objective     2 Understand which brands can use listening research            3 Don’t forge...
Annie PettitRead Annie’s blog @ http://lovestats.wordpress.com/Follow Annie’s tweets at @ http://twitter.com/lovestatsConn...
Thank youAnnie PettitConversition  Annie Pettit, Conversition, Canada
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5 Tips for Great Social Media Research

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Presentation by: Annie Pettit from The 2012 Festival of NewMR Training Day

Published in: Technology
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  • Fortune 500 companies you never heard of
  • Fortune 500 companies you never talk about
  • Good clean consumer brandsMarket value
  • Transcript of "5 Tips for Great Social Media Research"

    1. 1. 5 Tips forGreat Social Media Research By Annie Pettit Chief Research Officer @LoveStats @Conversition Annie Pettit, Conversition, Canada
    2. 2. 1 Have a Research Objective• Traditional Research – Usage and Attitudes – Segmentation – Brand/Ad Tracking – Custom Research Annie Pettit, Conversition, Canada
    3. 3. Social Media Research Objective “Lemme see whuchu got” NOT an objective IS a recipe for failure Annie Pettit, Conversition, Canada
    4. 4. Actionable Research Objectives• Do consumers like the ad we just launched on television?• Do consumers like the features of my product?• Is Facebook a good place to advertise my product?• Should I develop my product in a larger size? Annie Pettit, Conversition, Canada
    5. 5. 2 Know What Brands Will Work Annie Pettit, Conversition, Canada
    6. 6. Hard for unknown companies toresearch their own brandRevenues>$25 billion• Berkshire Hathaway• McKesson• AmerisourceBergen• Archer Daniels Midland• Wellpoint• INTL FCStone• Lockheed Martin• Express Scripts• Hess• Ingram Micro Annie Pettit, Conversition, Canada
    7. 7. Hard for untalked about companies to research their own brand • Johnson & Johnson I prefer to chat about Neutrogena • PepsiCo I prefer to chat about Pepsi • Merck I prefer to chat about Claritin • Unilever I prefer to chat about Lipton • Dupont What exactly do they make? Annie Pettit, Conversition, Canada7
    8. 8. Harder for local/small businesses to research their own brand • Annie’s Bakery • Joe’s Corner Store • Little Rock Tackle Shop • Lexington Spa and Nails • Jacksonville Coffee Stop • Rockland Best Ice Cream Shoppe Annie Pettit, Conversition, Canada8
    9. 9. Large consumer facing companies canmeasure anything Annie Pettit, Conversition, Canada
    10. 10. What is a large consumer facingcompany? Annie Pettit, Conversition, Canada
    11. 11. 3 Remember Research Basics Annie Pettit, Conversition, Canada
    12. 12. Large Sample SizesExample 1 50 40• Men = 49.9% in favour 30• Women = 50.1% in favour 20• Sample size = 2 million 10• p<0.005 (This is statistically significant) 0 Women Men Annie Pettit, Conversition, Canada
    13. 13. Small Sample SizesExample 2 50 40• Men = 63% in favour 30• Women = 37% in favour 20• Sample size = 20 10• P>0.05 (This is NOT statistically significant) 0 Women Men Annie Pettit, Conversition, Canada
    14. 14. 4 Be Prepared to Lose Research Basics Annie Pettit, Conversition, Canada
    15. 15. Cannot identify geo/demographics Male, White, Hispanic, 3 children, Graduate Degree, Owns a condo, city Female, White, Not Hispanic, No children, Graduate Degree, Owns a home, Country Annie Pettit, Conversition, Canada
    16. 16. 5 Collaborate Annie Pettit, Conversition, Canada
    17. 17. The Mickey Mouse Triad of Excellence Online Mobile Surveys Research Social Media Listening Annie Pettit, Conversition, Canada
    18. 18. The Mickey Mouse Triad of Excellence Get instant in storeGet census rep Online Mobile experience herehere Surveys Research Social Media Listening Get unsolicited, unalter ed consumer voice here Annie Pettit, Conversition, Canada
    19. 19. The Five Tips1 Have a research objective 2 Understand which brands can use listening research 3 Don’t forget your research basics 4 Be prepared to lose some research basics 5 Collaboration is your friend Annie Pettit, Conversition, Canada
    20. 20. Annie PettitRead Annie’s blog @ http://lovestats.wordpress.com/Follow Annie’s tweets at @ http://twitter.com/lovestatsConnect with Annie on LinkedIn @ http://ca.linkedin.com/in/anniepettitFind out about Annie’s book at @ https://lovestats.wordpress.com/book/ Annie Pettit, Conversition, Canada
    21. 21. Thank youAnnie PettitConversition Annie Pettit, Conversition, Canada
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