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

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ARF AM 5.0 presentation by Conversition and Peanut Labs. Wednesday, June 23, 2010.

ARF AM 5.0 presentation by Conversition and Peanut Labs. Wednesday, June 23, 2010.

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  • ARF AM5.0 06/29/10 51_D2_KIF_PettitCase
  • ARF AM5.0 06/29/10 51_D2_KIF_PettitCase comScore, Harris Interactive and The Nielsen Company have over 350 videos combined.
  • ARF AM5.0 06/29/10 51_D2_KIF_PettitCase You read survey verbatims to get a feel for the data Same for social media research

Transcript

  • 1. Annie Pettit CRO Conversition Sean Case SVP Peanut Labs Leveraging Social Media to Measure What Your Audience is Saying about You
  • 2. Leveraging Social Media to Measure What Your Audience is Saying about You
  • 3. Social Media
  • 4. 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.
  • 5. Social Media State
    • More than 250 Facebook applications have over a million  combined users each month
    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.
  • 6. Social Media State
    • Wikipedia currently has in excess of  14m articles written by it’s 85,000 contributors in 10 different languages
    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.
  • 7. Social Media State
      • YouTube hosts over 300 million videos (with 500,000 uploaded each day)
  • 8. Social Media State
    • 38% of bloggers post brand or product reviews
    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.
  • 9. Social Media State
    • More than 700,000 local businesses have active pages on Facebook
    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.
  • 10. Social Media State
    • Towards the end of last year, the average number of tweets per day was over  27.3m
    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.
  • 11. Social Media State
    • The average number of tweets per hour was around  1.3m
    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.
  • 12. Social Media State
    • Flickr hosts more than  4bn images
    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.
  • 13. Social Media State
    • Purpose-built Facebook pages have created more than 5.3bn fans
    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.
  • 14. Social Media State
    • There are now 11m LinkedIn users across Europe
    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.
  • 15. Social Media State
      • Approximately 225.4 million Internet users visit Wikipedia on a daily basis
  • 16. Social Media State
      • 85 million+ unique individuals access YouTube per month
  • 17. Social Media State
    • At the current rate, Twitter will process almost 10bn tweets in a single year
    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.
  • 18. Social Media State
    • Executives from all Global 1000 companies are LinkedIn members
  • 19. Social Media State
    • There are more than  3.5bn pieces of content  (web links, news stories, blog posts, etc.) shared each week on Facebook
    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.
  • 20. 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
  • 21. 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).
  • 22.
    • 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.
  • 23. 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…
  • 24. Social Media for Market Research SocialVoice: Enabling Researchers to Ask and Listen
  • 25. Background Some TV shows fail Some TV shows thrive All cost Money
  • 26.
    • Describe
    • Predict
    • Save $
    Problem
  • 27. Methods
    • Social
    • Media
    • Research
  • 28. Methods
  • 29. Analysis
    • Social media research analysis
    • is the same as
    • Survey research analysis
  • 30. 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 
  • 31. 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
  • 32. 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
  • 33. Trend overall sentiment for long running shows: Slightly More Love for 30 Rock Top 2 Box Sentiment Source: SocialVoice
  • 34. Trend overall volume for long running shows: But Way More Chatter For 30 Rock Volume of Online Chatter Source: SocialVoice
  • 35. 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 ██████ ████
  • 36. 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 ██████ ███████
  • 37. Much More Love For Cougar Town Top 2 Box Sentiment Source: SocialVoice
  • 38. And Much More Volume for CT Volume of Online Chatter Source: SocialVoice
  • 39. 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 ████████
  • 40. 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 ████████
  • 41. Measure specific actionable ideas 30 Rock Characteristics
  • 42. 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”
  • 43. Conclusions
    • Social media research
    • can measure
    • audience perceptions
  • 44. Next Steps
    • Build algorithms
    • Test models
    • Predict the future`
  • 45. Thank you
    • Questions…
    • Annie Pettit
    • Annie@Conversition.com, @LoveStats
    • Sean Case
    • Sean.Case@PeanutLabs.com, @PeanutLabsMR