Research with Social Media Data

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20 uses in 20 minutes. Presentation by: Annie Pettit

20 uses in 20 minutes. Presentation by: Annie Pettit

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  • 1. 20 Uses in 20 Minutes:How to Leverage Social Media ResearchAnnie Pettit, Chief Research Officer, Conversitionapettit@conversition.comSocial media research by researchers, for researchers
  • 2. 1Measure Brand Sentiment Over TimeIn early June 2012, Chick-Fil-A accused a company of infringing on theirtrademark. Then, in late June, Chick-Fil-A was accused of not supportingequal marriage rights. Can Chick-Fil-A return to their former glory days? 50% 40% 30% 20% 10% 0% Apr- Apr- Apr- Apr- Apr- May May May May Jun- Jun- Jun- Jun- Jul- Jul- Jul- Jul- Jul- Aug- Aug- Aug- Aug- Sep- Sep- Sep- Sep- Oct- Oct- 02 09 16 23 30 -07 -14 -21 -28 04 11 18 25 02 09 16 23 30 06 13 20 27 03 10 17 24 01 08 T2B 44% 43% 43% 42% 46% 46% 47% 43% 43% 39% 42% 44% 41% 28% 48% 19% 17% 22% 21% 26% 35% 37% 36% 38% 30% 42% 40% 34% N 41% 42% 42% 41% 40% 39% 38% 41% 41% 41% 41% 40% 41% 42% 34% 43% 44% 44% 45% 44% 40% 40% 39% 39% 42% 38% 42% 41% B2B 15% 16% 15% 17% 15% 15% 15% 16% 16% 19% 17% 17% 18% 30% 18% 38% 39% 34% 35% 31% 25% 23% 25% 23% 28% 20% 19% 25%
  • 3. 2Compare to Category NormsIn the shampoo category, Pantene is outperforming norms by 7 to20 points. They need to ensure they retain this leading position. 70% 60% % of Verbatims that are Positive 50% 40% 30% 20% 10% 0% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Pantene 54% 57% 58% 58% 49% 55% 58% 54% 57% 58% 44% 53% 55% Norms 38% 39% 38% 39% 37% 40% 39% 38% 36% 39% 37% 39% 38%
  • 4. 3Compare Sentiment to CompetitorsAlthough the iPad generates the greatest awareness, the Nookconsistently receives more positive ratings in the social media space.Should Apple be concerned? 70% 60% 50% Top 2 Box (Positive) 40% 30% 20% 10% 0% Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul iPad 39% 36% 41% 39% 36% 49% 32% 40% 65% 58% 54% 48% 52% Kindle 42% 42% 44% 45% 45% 38% 38% 39% 48% 46% 46% 48% 48% Nook 54% 56% 52% 52% 47% 52% 49% 53% 56% 57% 58% 50% 55%
  • 5. 4Compare Brands in 3D SpaceAmong itscompetitive set,Checkers enjoys theoptimum positionwith the mostpositive chatter, aswell as the mostpassionate chatter.But it does not enjoythe volume of chatterthat McDonalds andChick-Fil-A do, both ofwhich suffer fromlower sentiment.
  • 6. 5Evaluate Net Promoter IndicatorThis NPS inspired score, ranging from -100 to 100, demonstrates thatrecommendations for Citibank lead whereas Bank of America trails. 40 30 20 10 0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul BAC 23 22 18 17 18 20 25 24 25 22 23 26 29 Chase 18 25 31 19 23 30 25 27 23 26 33 32 23 Citibank 35 30 26 22 24 27 34 35 33 32 29 33 32
  • 7. 6Evaluate Proprietary MeasuresCreate proprietary measure based on social media data for anycategory and any theme to meet specific needs. 35 30 25 Consumer Innovation Confidence 20 15 Brand Loyalty Health 10 5 0 Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Series1 20.2 18.8 19.2 18.8 18.4 30 21.2 15.2 21 20.5 21.6 23.3 24.1
  • 8. 7Track A New Product IntroductionClear Scalp & Hair Therapy, by Unilever, launched to only mild fanfair theweek of May 7. And now, it is quickly losing interest. Can the brand find away to return the volume of buzz back to when it first launched? 400 350 300 250 Got it at @Target! Great hair is 200 part of my #bestdayever 150 100 50 0 1- 7- 13- 20- 27- 9- 14- 19- 27- 1- 6- 16- 18- 2- 9- 23- 29- 1- 3- 10- 17- 24- 1- 8- 15- 22- 29- 1- 5- 12- 19- 26- Ma Ma Ma Ma Ma Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr Apr Apr Jun- Jun- Jun- Jun- Jun- Jul- Jul- Jul- Jul- Jul- Aug Aug Aug Aug Aug y- y- y- y- y- -12 -12 -12 -12 -12 -12 -12 -12 -12 -12 -12 -12 12 12 12 12 12 12 12 12 12 12 -12 -12 -12 -12 -12 12 12 12 12 12 count(*) 1 1 2 1 3 2 2 5 10 3 6 1 4 339 314 150 202 55 157 110 212 30 94 173 121 132 90 112 142 127 52 36
  • 9. 8Track an Adverse EventChick-fil-a drew attention for not supporting equal rights. The event drewattention on August 1st when supporters staged a Chick-Fil-A appreciationday. When will consumers forget this incident?100000 Chick-fil-a and it’s supporters 80000 are making me ashamed to be a Christian. 60000 no chickfilet here but I am so 40000 proud to be a Christian & have conservatives taking a stand! 20000 0 Apr-16 Aug-13 Apr-02 Apr-09 Apr-23 Apr-30 Mar-05 Mar-12 Mar-19 Mar-26 May-07 May-14 May-21 May-28 Aug-06 Aug-20 Aug-27 Jun-04 Jun-11 Jun-18 Jun-25 Oct-01 Oct-08 Feb-01 Feb-06 Feb-13 Feb-20 Feb-27 Jul-02 Jul-09 Jul-16 Jul-23 Jul-30 Sep-03 Sep-10 Sep-17 Sep-24
  • 10. 9Identify the Most Common TopicsPeople talking about Chevrolet are most likely to mention the engine, and inparticular electric or hybrid engines. Chevrolet should focus their marketingefforts here as opposed to less common issues such as the interior.
  • 11. 10 Identify Your Key Strengths People talking about the Diablo III war video game have the most positive things to say about the shotgun weapon. The makers of Diablo ought to ensure this weapon retains its positive features in future releases.
  • 12. 11 Identify Your Major Weaknesses Netflix, a provider of movies, announced a new price increase which angered people and caused them to threaten cancelling their service and switching to Redbox. The data quickly announces this.
  • 13. 12 Identify Sources of Negativity Delta airlines experienced bad press due to food contamination. Reddit was a major source of negativity and so should be monitored to ensure the coverage is fair and does not persist.
  • 14. 13 Catch Early Rumblings These are some of the more negative topics with very small sample sizes for Delta airlines. Are these tiny problems that should be addressed before they burst into major problems?
  • 15. 14 Evaluate Language Styles Mirror to your consumers the style of language that they prefer. Know when to use strictly formal language or slightly relaxed language. Casual Language Forceful Language Formal Brand Names Informal Brand Names14
  • 16. 15 Choose a Celebrity Endorser Garnier consumers are already talking about these famous actors. If they want to partner with another celebrity, they ought to start with this list.
  • 17. 16 Choose Product Co-Branding People talking about Chevrolet are already talking about these electronics brands. If they want to partner with a brand for some co-development or co-marketing, they ought to start here.
  • 18. 17 Choose the Right Options for a Survey Coca-cola should ensure their survey questions include options related to Mountain Dew, Gingerale, Dr. Pepper, and Pepsi.
  • 19. 18 Measure ALL of your brands A well designed survey focused on data quality can’t measure every relevant brand. Focus on the top brands and let social media research do the rest. Abba O O O O O Keratin Complex by Coppola O O O O O Agadir Argan Oil O O O O O KMS O O O O O Alagio O O O O O Lanza O O O O O Alfaparf O O O O O Liters O O O O O Alterna O O O O O O O O O O LOreal Professionnel O O O O O American Crew O O O O O Love Peace and the Planet. O O O O O Amika O O O O O Macadamia Natural Oil O O O O O ARTec Aveda O O O O O Marrakesh O O O O O Back To Basics O O O O O O O O O O Matrix Bain De Terre O O O O O O O O O O Matrix Amplify Bed Head Hair Care O O O O O O O O O O Matrix Biolage Bed Head Sugar O O O O O Matrix Color Smart O O O O O Biosilk O O O O O Matrix Curl Life O O O O O Brazilian Blowout O O O O O Matrix Logics O O O O O Bumble and Bumble O O O O O Matrix Men O O O O O Catwalk Haircare O O O O O Matrix Shade Memory O O O O O CHI O O O O O O O O O O Matrix Sleek Look O O O O O CHI Deep Brilliance. O O O O O Matrix Total Results O O O O O CHI For Men Circle of Friends O O O O O Matrix Vavoom O O O O O Davines O O O O O O O O O O Mens Hair Care DermOrganic O O O O O O O O O O Milania Deva Concepts O O O O O O O O O O MOP Enjoy O O O O O Nioxin O O O O O Fairy Tales Haircare O O O O O Not Your Mothers O O O O O Farouk Deep Brilliance O O O O O Orofluido O O O O O FHI O O O O O Paul Mitchell O O O O O
  • 20. 19 Confirm Suspicious Findings No research method is perfect nor 100% reliable. When suspicious findings result, confirm them with a multi-mode strategy. http://www.joehallock.com/edu/COM498/preferences.html
  • 21. 20 Qualitative Collage Exercises People share not only words online, but personal photos and images.
  • 22. Thank you Questions? Annie@Conversition.com Hello@conversition.com21