Hallmark‟s Journey into     Social Media Experiences and Learnings
LISTENING  J.C. Hall(1891 - 1982)
Social Media Listening2000 - launched first consumer community for the purpose of research.2005 – pilot w/ Umbria to under...
1 Hard Question    “Is there a framework we can use to    understand social media data?”3 “Simple” Questions1. “Can we use...
Hard Question“Is there a framework we can use to  understand social media data?”
Social Media                          DiscoveryAnalysis                                            What you’re trying to a...
Hallmark Social Media “Listening” Activities  Consumer  LeadsFocus    We    Lead             Single                      M...
Listening audit showed that     activities are many and varied   Consumer   Initiated   ConversationFocus ofConversation  ...
Dimensions of listening    Feedback is more about    the brand and rational                             Discovery is more ...
Listening activities tend to falltowards feedback and tactical                                    Source: CEB
Research Landscape                               Structured Data – it is what we made it            Focus                 ...
3 “Simple” Questions1. “Can we use social media sources to   get new product ideas?”2. “Can we use social media data to   ...
What Did We Conclude?• Getting “New” Product ideas is very hard!• If you do lots of traditional research and  ideation, ch...
Some Thoughts on In-Season           Marketing• Twitter promotional sweepstakes generated  major spikes in Hallmark Orname...
What Did We Conclude?• Beware of making any marketing suggestions  without having Marketing in the design and  analysis di...
Thoughts Going Forward
What Have We Learned             About Social Media?• There are new vendors emerging daily in  the social media listening ...
What Have We Learned                   About Social Media?• Social media data is messy (spam, advertising, porn,  context)...
What Have We Learned                About Social Media?• Clear and specific listening objectives are  essential to getting...
Social Media Data is…- Self-selecting/Opt-in –  - Participants who create social media content    must opt-in or choose to...
Social Media Data is…+ Not recall-based –  – Recall data is known to be the least reliable    source of data.  – Recall is...
Social Media Data is…+ Longitudinal and Instance-based –  – Tradtional MR is usually instance-based    feedback/insights, ...
Social Media Data is…+ Self-recording/Archival –  – Conversations, both public and private, within    the social media env...
Paradigm Shifts for the World of            Market Research• Data Transparency –• Data Ownership –• Blurring Boundaries be...
Paradigm Shifts for the World           of Market Research• Control of the Environment –• Blurring of Qualitative and Quan...
Paradigm Shifts for the World of            Market Research• Shrinking space between brands and  people.    Social media ...
Food for ThoughtJust as Technology is NOT an Idea, so SocialMedia Listening is NOT an Idea! Both aremeans to achieving wha...
Food for Thought                                         Grow                                         Revenue             ...
Social Media Research White Paperhttp://www.slideshare.net/CuratingPixels/utilizing-social-media-to-understand-peoplehttp:...
QUESTIONS?  Tom Brailsford – Hallmark Cards, Inc.         tbrail@hallmark.com             816-274-3989
Presented at:                               Market Research in the                               Mobile World             ...
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Using social media for market research and new product development: the case of Hallmark

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Using social media for market research and new product development: the case of Hallmark

Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards

Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.

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Using social media for market research and new product development: the case of Hallmark

  1. 1. Hallmark‟s Journey into Social Media Experiences and Learnings
  2. 2. LISTENING J.C. Hall(1891 - 1982)
  3. 3. Social Media Listening2000 - launched first consumer community for the purpose of research.2005 – pilot w/ Umbria to understand the Hallmark brand in the social space.2007 - pilot with Spiral 16 to understand Influential Bloggers.2009 - major RFP with 8 vendors – find partner for research and marketing.2010 - consulted with Ben Smithee; contracted with Collective Intellect for a look into holidays, ornaments.
  4. 4. 1 Hard Question “Is there a framework we can use to understand social media data?”3 “Simple” Questions1. “Can we use social media sources to get new product ideas?”2. “Can we use social media data to create marketing interventions „in season?‟”3. “Could we use social media data to help understand people and their lives?”
  5. 5. Hard Question“Is there a framework we can use to understand social media data?”
  6. 6. Social Media DiscoveryAnalysis What you’re trying to accomplishSpace? Understanding people Uncovering white space Topics + dashboard Specific Open Ways of approaching the data Topic Search “Ocean” Small “pond” of Data of data Brand Reputation KPI‟s Monitoring Source: Hallmark CU&I, 2010
  7. 7. Hallmark Social Media “Listening” Activities Consumer LeadsFocus We Lead Single Multiple Stakeholder Stakeholders Breadth of Learning
  8. 8. Listening audit showed that activities are many and varied Consumer Initiated ConversationFocus ofConversation Hallmark Initiated Conversation Single Stakeholder Multiple Stakeholders Breadth of Learning
  9. 9. Dimensions of listening Feedback is more about the brand and rational Discovery is more about the consumer and emotional9 Source: CEB
  10. 10. Listening activities tend to falltowards feedback and tactical Source: CEB
  11. 11. Research Landscape Structured Data – it is what we made it Focus PA‟s Groups Multivariate Trackers …… Ethnography Communities ObservationQualitative Quantitative Social Media Unstructured Data – it is what it isWhere does social media data play in the research landscape?
  12. 12. 3 “Simple” Questions1. “Can we use social media sources to get new product ideas?”2. “Can we use social media data to create marketing interventions „in season?‟”3. “Can we use social media data to help understand people and their lives?”
  13. 13. What Did We Conclude?• Getting “New” Product ideas is very hard!• If you do lots of traditional research and ideation, chances are you’ve heard of thought of everything you will uncover through social media.
  14. 14. Some Thoughts on In-Season Marketing• Twitter promotional sweepstakes generated major spikes in Hallmark Ornament Mentions• Hallmark Gold Crown store visits emerged as a conversational theme - how could that be leveraged?• Emotional connection to Hallmark brand ornaments vs. those bought in Wal-Mart or Target – how could that be leveraged?• Focus on connecting the troops and their families – what would that look like?
  15. 15. What Did We Conclude?• Beware of making any marketing suggestions without having Marketing in the design and analysis discussions!• Research in social media begins to “rub up against” Marketing and can create friction!
  16. 16. Thoughts Going Forward
  17. 17. What Have We Learned About Social Media?• There are new vendors emerging daily in the social media listening space.• Most vendors provide the same capabilities – it is hard to find differentiation.
  18. 18. What Have We Learned About Social Media?• Social media data is messy (spam, advertising, porn, context) and requires significant validation and cleaning – suppliers are getting better and better at this, but it is still an issue.• Text analysis capabilities vary from vendor to vendor – you have to know what questions to ask to know what you‟re getting.• Sentiment analysis is about 75-85% accurate (based on external research) and everybody does it at some level. It is of limited value.• It is difficult to classify individual contributors – but not impossible, and it costs more. This capability is still emerging.
  19. 19. What Have We Learned About Social Media?• Clear and specific listening objectives are essential to getting meaningful data and information from listening efforts.• Social media conversations can be very rich and could support many different aspects of our business.• Getting meaningful learnings and insights is very time and labor intensive, despite the software tools. There is a learning curve!
  20. 20. Social Media Data is…- Self-selecting/Opt-in – - Participants who create social media content must opt-in or choose to participate. - They may or may not represent your target consumer. - They do not necessarily constitute a “probability sample” of the population. - The researcher is not establishing the topic and controlling the conversation, but rather listening to whatever is posted.
  21. 21. Social Media Data is…+ Not recall-based – – Recall data is known to be the least reliable source of data. – Recall is usually the result of some stimulus (question, prototype) that can affect what the respondent recalls (due to priming). • Social media data is less subject to recall biases and errors, as it usually represents comments and observations made “in the moment” or shortly thereafter.
  22. 22. Social Media Data is…+ Longitudinal and Instance-based – – Tradtional MR is usually instance-based feedback/insights, social media research can represent “flow of life.” – There is a constant stream, or flow, of social media data continually being created.
  23. 23. Social Media Data is…+ Self-recording/Archival – – Conversations, both public and private, within the social media environment are archived and available for others to consume at will. – Conversations with people in traditional research methods are recorded, but are generally only available to permission-based viewers/listeners. – This creates an interesting blend of liability and value to researchers and brands.
  24. 24. Paradigm Shifts for the World of Market Research• Data Transparency –• Data Ownership –• Blurring Boundaries between Research and Other Divisions –
  25. 25. Paradigm Shifts for the World of Market Research• Control of the Environment –• Blurring of Qualitative and Quantitative –• Re-thinking Sampling –• Disproportionate Influence of Respondents
  26. 26. Paradigm Shifts for the World of Market Research• Shrinking space between brands and people.  Social media has “leveled” the playing field for both consumers and brands.• Relationships are the Ultimate Sources of Insights within Social Media –
  27. 27. Food for ThoughtJust as Technology is NOT an Idea, so SocialMedia Listening is NOT an Idea! Both aremeans to achieving whatever it is we want toachieve!
  28. 28. Food for Thought Grow Revenue Understand ThisResources: People‟s QuarterPeople, Lives Protect theTime, & BrandMoney Spectrum of Desired Outcomes
  29. 29. Social Media Research White Paperhttp://www.slideshare.net/CuratingPixels/utilizing-social-media-to-understand-peoplehttp://bit.ly/UnderstandingPeople
  30. 30. QUESTIONS? Tom Brailsford – Hallmark Cards, Inc. tbrail@hallmark.com 816-274-3989
  31. 31. Presented at: Market Research in the Mobile World 2nd International Conference | July 19 & 20, 2011 AtlantaOrganized by: Thank you to sponsors:LinkedIn Group: Mobile MRUpcoming Merlien Events: Merlien.org GreenBook Directory: GreenBook.orgMarket Research Blog: GreenBookBlog.org New Qual Blog & Directory: NewQualitative.orgGet Inspired. Stay Informed. Cut Through the Clutter. Sign up for our free email newsletter
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