Leveraging Social Media to Measure What Your Audience is Saying About You

Annie Pettit CRO Conversition Sean Case SVP Peanut Labs Leveraging Social Media to Measure What Your Audience is Saying about You

Leveraging Social Media to Measure What Your Audience is Saying about You

Social Media

Social Media State
LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August 2009
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. ( http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited ). 6 Jun. 2010.

Social Media State
More than 250 Facebook applications have over a million combined users each month

Social Media State
Wikipedia currently has in excess of 14m articles written by it’s 85,000 contributors in 10 different languages

Social Media State
YouTube hosts over 300 million videos (with 500,000 uploaded each day)

Social Media State
38% of bloggers post brand or product reviews

Social Media State
More than 700,000 local businesses have active pages on Facebook

Social Media State
Towards the end of last year, the average number of tweets per day was over 27.3m

Social Media State
The average number of tweets per hour was around 1.3m

Social Media State
Flickr hosts more than 4bn images

Social Media State
Purpose-built Facebook pages have created more than 5.3bn fans

Social Media State
There are now 11m LinkedIn users across Europe

Social Media State
Approximately 225.4 million Internet users visit Wikipedia on a daily basis

Social Media State
85 million+ unique individuals access YouTube per month

Social Media State
At the current rate, Twitter will process almost 10bn tweets in a single year

Social Media State
Executives from all Global 1000 companies are LinkedIn members

Social Media State
There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook

Social Media State
Google runs thousands and thousands of servers worldwide, processing over 1000 terabytes of user-generated data each hour. This is equal to about half of all of the academic research libraries in the United States
Source: Wikipedia

Social Media State
70% of bloggers are organically talking about brands on their blog
Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).

96% of 18-21 year olds are on a social network
78% of 18-21 year olds trust the opinions of others about products / services rather than traditional advertising
Why Should You Care? Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.

Social Media for Business
75% surveyed have a company page on a social network
61% use social media for identifying and attracting
57% built a network through sites such as LinkedIn
45% expect social media to be profitable in next 12 months
Do you have a company page on LinkedIn or Facebook?
Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April. The use of social media for business has doubled 12% to 24% in the past year. Of this…

Social Media for Market Research SocialVoice: Enabling Researchers to Ask and Listen

Background Some TV shows fail Some TV shows thrive All cost Money

Describe
Predict
Save $
Problem

Methods
Social
Media
Research

Methods

Analysis
Social media research analysis
is the same as
Survey research analysis

Monitoring highlights overall performance DWTStars Gossip Girl One Tree Hill Accidentally Numb3rs Ghost Whisp Jersey Shore Ugly Betty Dance Crew Christine Cougar Town 30 Rock Desperate HW Volume 

Research can start with Verbatims 30 Rock
I think the only other show I’d love to be on would be 30 Rock because it’s hilarious and I love all the characters on it
I just started watching 30 rock and love it so much i feel the compulsive need to reference it obliquely
I like 30 Rock (only because i love LOVE Tina Fey!). I also like The Office
In the last decade there hasn't been a funnier TV writer than Tina Fey. Alec Baldwin is an excellent comedic actor and Tracy Morgan is Tracy Morgan. Fantastic show
Never understood that when a sitcom ceases to be funny why you would still watch. I just dropped 30 Rock like a year and a half ago

Surveys or focus groups or SM verbatims - Old Christine
I feel like this show is wandering off track. All the characters dislike each other and they're just not fun to spend time around. Last night's was pretty painful, and too similar to the last new episode, wit
It's a lame show, just like that New Adventures of Old Christine is dreadful.h the subway
I'm sorry, Jimmydean83, are you serious? I don't hate the show, but I don't love it either. And my opinion isn't political
Richard donating his sperm to Old Christine (and New Christine being okay with that) was a little ridiculous, but it still delivered laughs

Trend overall sentiment for long running shows: Slightly More Love for 30 Rock Top 2 Box Sentiment Source: SocialVoice

Trend overall volume for long running shows: But Way More Chatter For 30 Rock Volume of Online Chatter Source: SocialVoice

But measuring passion points is important: We’ve Got Some Passion… Construct 30 Rock Christine Purchasing ███████ ████ New Different ████████ ████ Recommend ███████ Trial ████ ███████ Aggregate Emotions ███████ ███ Anticipation ███████ ██ Appreciation ████████ ████ Courage ████ ████ Happiness ████████ █████ Surprise ████████ ████ Trust ██████ ████

And you need to measure like points too …And Lots of Liking Construct 30 Rock Christine Purchasing ████████ ██████ New Different ███████ ███████ Recommend ███████ ███████ Trial ████████ ████████ Aggregate Emotions ███████ ███████ Anticipation ███████ ███████ Appreciation ███████ ███████ Courage ███████ ███████ Happiness ███████ ████████ Surprise ███████ ███████ Trust ██████ ███████

Much More Love For Cougar Town Top 2 Box Sentiment Source: SocialVoice

And Much More Volume for CT Volume of Online Chatter Source: SocialVoice

Cougar Town has passion points They aren’t Making Love… Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing ████ ████ New Different ████ Recommend ██████ Trial ██████ Aggregate Emotions █████ Anticipation █████ Appreciation █████ Courage ███████ Happiness █████ █ Surprise ████ Trust ████████

While Accidentally has none … Nor are They Making Like Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing █████ ████ New Different ██████ ███ Recommend ███████ █ Trial ███████ ██ Aggregate Emotions ███████ ██ Anticipation ███████ ██ Appreciation ██████ ██ Courage ████████ Happiness ██████ ██ Surprise ██████ ██ Trust ████████

Measure specific actionable ideas 30 Rock Characteristics

Get The Head’s Up on Emerging Points “ I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”

Conclusions
Social media research
can measure
audience perceptions

Next Steps
Build algorithms
Test models
Predict the future`

Thank you
Questions…
Annie Pettit
Annie@Conversition.com, @LoveStats
Sean Case
Sean.Case@PeanutLabs.com, @PeanutLabsMR

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Leveraging Social Media to Measure What Your Audience is Saying About You

by Heather on Jun 29, 2010

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Leveraging Social Media to Measure What Your Audience is Saying About You — Presentation Transcript