Avoid Pitfalls in Social Media Listening

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Presented October 13, 2011 at the annual Qualitative Research Association Conference in Las Vegas.

Target Audience: Qualitative market researchers who are new to social-media listening and would like to understand how to effectively begin using social media data to inform traditional research studies.

This presentation provides a high-level overview of the landscape of (primarily free) tools researchers can use to get started. Case studies help illustrate what works well and pitfalls to avoid.

It includes:
--Steps for setting up a basic social media listening campaign
--Examples of tools and resources to get started
--Issues to avoid to maximize success
--Best practices for monitoring and sharing results

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Avoid Pitfalls in Social Media Listening

  1. 1. Copyright © 2011, Zanthus. All rights reserved. QRCA Annual Conference 2011 How to Unlock the Treasures and Avoid the Pitfalls of Social Media Listening Amanda Durkee, Zanthus
  2. 2. No such thing as a ‗social media guru‘ Copyright © 2011, Zanthus. All rights reserved. 1 1. Current state of social media research 2. Case studies 3. Getting started Image source: kozinets.net
  3. 3. I‘m here to focus on the listening aspect of social media Copyright © 2011, Zanthus. All rights reserved. 2Image source: onesocialmedia.com
  4. 4. Landscape of qualitative research is always changing Copyright © 2011, Zanthus. All rights reserved. 3 1960 1970 1980 20202010200019901950 Focus group image courtesy: triblocal.com Ethnography image courtesy: carekit.com Online focus group image courtesy: theblueroomonline.com Social Media image courtesy: thesocialmetrics.com iPhone courtesy: yugatech.com
  5. 5. Conditions are right for smooth sailing on the social media research seas… Copyright © 2011, Zanthus. All rights reserved. 4 • Quick-turn and lower cost • Ubiquitous • Accessible
  6. 6. …but take care to avoid rough waters Copyright © 2011, Zanthus. All rights reserved. 5 • Information volume • Rapidly evolving space • Investment in expensive tools • Ethical considerations Image courtesy: freefoto.com
  7. 7. Lots of tools!! Who do I listen to? Copyright © 2011, Zanthus. All rights reserved. 6
  8. 8. Sentiment analysis = positive, negative Some aspects of listening tools—hone in on trends and themes… Copyright © 2011, Zanthus. All rights reserved. 7
  9. 9. Influencer analysis …figure out who to listen to Copyright © 2011, Zanthus. All rights reserved. 8
  10. 10. …trends and themes of what‘s being said Copyright © 2011, Zanthus. All rights reserved. 9 Natural language processing (NLP) = trends and insights
  11. 11. How Zanthus integrates social media listening with traditional research Copyright © 2011, Zanthus. All rights reserved. 10 Track trends (explore hypotheses) Fill in knowledge gaps (analysis) Identify themes (design)
  12. 12. Reliance on free tools, product trials Copyright © 2011, Zanthus. All rights reserved. 11
  13. 13. Case study #1: home technology convergence OLBBs Copyright © 2011, Zanthus. All rights reserved. 12 • Study objective: Explore home control user experience • Social media used to inform discussion guide • Listen to conversations; recruit early tech adopters via Twitter link to screener Image courtesy: ukhomeideas.co.uk
  14. 14. Case study #1: itracks social media listening tool Copyright © 2011, Zanthus. All rights reserved. 13 Designed for market research industry: • Unlimited search terms • Customized search • Data download (daily) • Support and training
  15. 15. Case study #1: itracks assessment – pros and cons Copyright © 2011, Zanthus. All rights reserved. 14 What worked well Suggested improvements Search specific brands, products General search topic ineffective Consolidated platform Dashboard is too busy Easy access to original content Mostly from Twitter/140 characters Data export to Excel Data export volume overwhelming Customization Time consuming to correct sentiment analysis, inclusion/exclusion new blogs Influencer prioritization Klout score surfaces many marketers, advertisers
  16. 16. Case study #2: Netflix price hike (SM listening only) Copyright © 2011, Zanthus. All rights reserved. 15 • Study objective: Explore hypothesis Neflix users will defect • Social media used to monitor conversation after announcement through implementation • Track discussion about Netflix, Amazon, Hulu Image courtesy: kotaku.com
  17. 17. Case study #2: Beevolve social media listening tool Copyright © 2011, Zanthus. All rights reserved. 16 • Grouped search terms • Dashboard showing sentiment, geography, age, gender • Data download (daily) • Insights tool under development (TBD)
  18. 18. Case study #2: Beevolve assessment – pros and cons Copyright © 2011, Zanthus. All rights reserved. 17 What worked well Suggested improvements Search for and compare specific brands, products Drill down on one search term at a time Consolidated platform Dashboard doesn‘t compare terms Easy access to original content, including demographics, sentiment Data export only Twitter Data export to Excel Can‘t define time period Visually appealing Lacking depth
  19. 19. Case study #3: online university satisfaction and needs assessment Copyright © 2011, Zanthus. All rights reserved. 18 • Objective: Understand how public Facebook page is used • Facebook audit • Supplemented satisfaction study findings
  20. 20. Case study #3: online university satisfaction and needs assessment Copyright © 2011, Zanthus. All rights reserved. 19
  21. 21. • Data volume, duplicate info • Time investment • Manual customization of sources (i.e., blogs) • Automated tools like sentiment, influencer analysis not helpful The pitfalls = the present Copyright © 2011, Zanthus. All rights reserved. 20Image courtesy: staffsurvey.com.au
  22. 22. • Download data from targeted/multiple sources (beyond Twitter!) • Accurate sentiment analysis • Influencer prioritization • Text analytics (NLP) • Qualitative recruiting The promise = the future Copyright © 2011, Zanthus. All rights reserved. 21Image courtesy: anthonydoes.wordpress.com
  23. 23. Steps for setting up your successful social media listening campaign Copyright © 2011, Zanthus. All rights reserved. 22 • Choose a tool (or tools) that makes sense to you • Keep your audience in mind • Start with objectives; test a hypothesis • Set time limits, but allow enough time • Put social media into context • Just get started!
  24. 24. Issues to avoid to maximize success Copyright © 2011, Zanthus. All rights reserved. 23 • Distracted by new tools • Overwhelmed by data • Sucked into a time vortex • Reliant on sentiment, influencer scores Image source: cathystucker.com
  25. 25. Best practices for listening Copyright © 2011, Zanthus. All rights reserved. 24 • Track searches in a spreadsheet • Put related search terms in quotes. – e.g, ―Wal Mart‖ • Exclude terms • English-only (if possible)
  26. 26. Best practices for sharing results Copyright © 2011, Zanthus. All rights reserved. 25 • Representative quotes (remove PII) • Word clouds • Charts, graphs66% 28% 6% Events Weather Books
  27. 27. • Learn from your peers – Attend webinars (Netbase, AMA) – Join LinkedIn groups (NextGen MR, Social Media Today) – Monitor #mrx on Twitter • Set up demos, free trials • Experiment with saved search terms (Google Alerts, HootSuite) Get inspired! Copyright © 2011, Zanthus. All rights reserved. 26
  28. 28. Questions? Copyright © 2011, Zanthus. All rights reserved. 27 Amanda Durkee Ph: 971.404.0275 ext: 104 adurkee@zanthus.com @adurkee, @zanthusresearch http://www.linkedin.com/in/amandadurkee +Amanda Durkee

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