Social media research
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  • Results from survey you completed prior to seminar
  • Hundreds more sites – iStockPhoto, squidoo, wikis, scribd, beboUser Generated Media – content created by end user
  • women 14-24 most likely on fbook and my spacemen 25-34 most likely on LinkedIn and TwitterThe average social network user is 37 years old.LinkedIn, with its business focus, has a predictably high average user age; 44.The average Twitter user is 39 years old.The average Facebook user is 38 years old.The average MySpace user is 31 years old.Bebo has by far the youngest, with an average age of 28
  • 19 social network sites - Facebook, LinkedIn, MySpace, Twitter, Slashdot, Reddit, Digg, Delicious, StumbleUpon, FriendFeed, Last.fm, Friendster, LiveJournal, Hi5, Tagged, Ning, Xanga, Classmates.com, Bebo.
  • selling – not directly but can drive traffic to e-commerce – Ikbal Dell later
  • Purchase intentad pre-testing
  • based on facebook “likes” and Twitter followerswal-mart - 1,480,855 – 2500 & 17 million YouTubeford motor company - 161,526 + models 537,419(mustang) – 25 twitter accts 33,500 followers on main acct @fordhewlett-packard - 250,000 – 5 accts, 3000 follwers small bizat&t - 285,862 – 10 accts ATTnews 26,229chevron – 1251 – 3653 followersbank of america – 1220 – BofA help 8279exxonmobil – 1000 – 1269 followers only 3 tweetsconocophillips - 196jpmorgan chase - 789general electric – 1974 – 0 – GE appliances 0 likes
  • program evaluationonline focus groupsparticipatory communication
  • Social media started on-line, but not in front of a computer screen. It actually started on plain telephone wires and old school rotary telephone. This was the first sort of media that people used to connect with one another and share thoughts, ideas, and interests.
  • Because of the medium of the day, the first social media ‘geeks’ were known as phone phreaks. They used their hacking skills to gain access to phone systems and voicemails effectively creating the first forums. Once one of them got access to a corporate voicemail they would spread the word to all their other phreak friends, pass around the date and time the system would be available, then they would stay up all night and talk about hacking, movies, and other geeky things.
  • The internet has been around longer than the web, it used to be a boring place used mostly for email and transferring software around. Then Bulleting Board Systems started to come out and started to change that. People would dial up, one at a time, they would chat with each other and upload files, this was the real start of the programs that we see now on the web. In these programs people could post a message and reply to others, go back later and check to see if people had responded to them.BBS’s became so popular that commercial online services started being packaged with computers. They were quite popular, but became very expensive, CompuServe charged by the hour, and Prodigy charged by the message!There was then a major evolution in online chatting 1980 with the release of the first free online chat room by CompuServe. This inspired a whole new level of language as well as amazing hand dexterity in the form of one-handed typing.Of course where people meet, people will hook up, and in 1983 we saw the first marriage where the couple had actually met online. Keep this in mind during the video as there is an impressive stat about online couples.
  • 20 years before twitter there was internet relay chat where people would post their status updates and talk about their own links using some really technical commands like the hashtag and @ symbol. A famous usage of IRC’s was to report on the 1991 soviet coup attempt despite a media blackout. This form of reporting has been used again in similar situations all over the world.
  • The web came out in 1991 in the form of Netscape Navigator. With it came online forums and the development of online communities. This was where we see a shift in social communities from being local, to having a more global reach, allowing people from all over the world to come together and connect with each other.
  • Up until 1995 the internet was still in its infancy, but it really exploded when AOL started spamming their free cd’s everywhere like gas stations and Wal-Mart. Mass adoption of the internet and web browsing really took hold when main stream media started to use it in their stories. You’ve Got Mail is a great example from movies, and how could we forget Homer being Mr. X and dishing dirt on everyone in Springfield?
  • The next giant leap for social media was the development of instant messaging. ICQ was created by an Israeli company and connected people from desktop to desktop as opposed to us having to log onto a certain online destination before we could chat. ICQ and IM’ing really changed the language of online conversation forever, giving us unprecedented access to emotions right on the screen!
  • 1997 brought the first wave of social networking sites like sixdegrees and Slashdot. Sixdegrees was named after the six degrees of separation concept and allowed users to list friends, family members and acquaintances on the site and these contacts where invited to join the site through automatic emails. Messages and bulletin board items could be sent to your first, second and third degrees, and you could see whoever they were connected to on the site. This was the first manifestation of the social networking sites that we see now. Slashdot was the self proclaimed purveyor of “News for Nerds”. The content was user submitted and evaluated and dealt with current affairs and news stories from the science and technology fields. This format was one of the first to attach a comment section to their content, something we see everywhere now.
  • So here we come to the summer of 1999. The most epic summer in the history online content sharing. Napster came out, we were able to download all the music in the world.
  • File sharing was all the rage for years. You could access people’s entire collections of music and *ahem* videos, download them in minutes, or hours if you were using a dial up connection. What these programs really did to enhance social media, was get users in front of the screen for hours and hours, with nothing to do but wait for a download screen to hit full. This left people with hours of free time, just waiting for something to come up and give them something to do.
  • So this is really what people have been doing to fill the void for the last decade. We will take a look at some of the more prevalent sites.
  • Facebook. Ever seen this site? more than 500 million active users in July 2010. Users can create profiles with photos, lists of personal interests, contact information and other personal information. Communicating with friends and other users can be done through private or public messages or a chat feature. Users can also create and join interest groups and "like pages" (formerly called "fan pages" until April 19, 2010), some of which are maintained by organizations as a means of advertising.Facebook is the most used social networking site, Entertainment Weekly described how most people use FB on its end-of-the-decade 'best-of' list, saying, "How on earth did we stalk our exes, remember our co-workers' birthdays, bug our friends, and play a rousing game of Scrabulous before Facebook?
  • Myspace: 66 million users (June 2010). It offers a big network where you can find and meet new people easily with a completely customized profile page. The big draw of Myspace is the advanced editing functions which allows users to be creative and produce a unique page. Youtubeis a video-sharingwebsite on which users can upload, share, and view videos. Three former PayPal employees created YouTube in February 2005.In November 2006, YouTubewas bought by Google for $1.65 billion.Youtube is the second most used search engine in the world behind Google. Itis becoming an incredible medium for new media. Old Spice body wash sales increased 107% in the past month in part thanks to their old spice guy Youtubemarketing campaign that we watched unfold in real time.
  • The newest and coolest social media site is Twitter. Created in 2006, Twitter is a social networking and microblogging service, that enables its users to send and read other user messages called tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page. Users may subscribe to other author tweets—this is known as following and subscribers are known as followers. With 190 million (monthly) Twitter has gained an amazing following, with many celebrities and many businesses constantly updating their content. The greatest strength of Twitter is that it’s easy. 140 characters, say whatever you want, link whatever you want, and if people are interested, they’ll be updated.
  • One of the strongest examples of the power of social media is the ‘share’ function. It is shown here on YouTube where a video with almost 5 million views can be instantly and easily posted on your various sites, which then updates your followers and connected community that you think it is important. This share function can now be found on almost any online site. Whenever any of us found a chart, an article or website we might find useful in creating this seminar, instead of always emailing it to each other, we would often just share it on Facebook and/or twitter where we are all connected. This is just a snapshot of some of the different social media platforms available to us. We haven’t even scratched the surface of tools available outside of North America.
  • I’ll leave you with this video by Erik Qualman. This is the second installment of this video. The first video was released July 2009, this second one was released just 10 months later, and shows some striking updated statistics. This video is a great segue from the history of social media to social media marketing which Ikbal will talk about next. The video gives special attention to how companies should, and need to get involved in social media. Enjoy.
  • A recent study by Penn State’s College of Information Sciences and Technology found that 20% of Twitter updates are either requests for product info, or responses to brand messages.79% of the Fortune 100 are present and listening, using at least of one of the main social platforms to communicate with their customers.20% of Companies are using all four of the main social technologies (Twitter, YouTube, Facebook, and Blogs)82% of the Fortune 100 update and engage with customers on their Twitter account per week.Fortune 100 Companies on average post 3.6 wall posts to their Facebook page per week50% of the Fortune 100 have a YouTube account and upload 10 videos on average a month
  • In order for organizations to most effectively use social media for marketing, they must recognize and embrace that the emerging platforms are additional resources to complement and expand their entire marketing arsenals rather than replacements for existing marketing initiatives. Among the goals for which social media can be used are:Customer service, e.g. direct response to customer complaints Broadcasting updates, announcements, news, e.g. additional PR resource PromotionsReposition brandBehind the scenes look at the organization Advertising
  • Comcast for the most part hasn’t historically been known for their outstanding customer service. A couple of years ago, the video below spread virally around the Internet. It was the epitome of how people felt towards the company and how they were treated.http://www.youtube.com/watch?v=CvVp7b5gzqUSince then, Comcast has put big efforts into their Social Media.ComcastCares
  • Dell ranked by IDC as the world's second-largest PC maker in the first quarter of 2009.Dell’s blog has given customers a chance to learn about new products and has also helped improve the organizations reputation.The amount of negative blogs dropped from 49% to 22% since the start of the site.Dell earned around $3 million sales from Twitter by offering exclusive discounts to its followers.Dell Computer has a strong blogging presence with its Direct2Dell forum. Not only is this a chance for bloggers to learn about new products but it has also helped improve the organizations reputation. The amount of negative blogs dropped from 49% to 22% since the start of the site.[8] Dell was able to connect with the customers and immediate address their concerns, comments, and questions through the blog. Dell also made its presence felt on micro-blogging site Twitter through its @DellOutlet account and earned around $3 million sales from Twitter by offering exclusive discounts to its followers.
  • H&R BlockWhen H&R Block realized selling was no longer working, they created a page on FaceBook to provide tax advice. They don't say "come and do your taxes with us," on FaceBook; they only offer advice.H&R Block used social media marketing to boost their profile and raise awareness of their digital accounting product, reports Ad Age. They used YouTube, Facebook, MySpace, Twitter and Second life. As AdAge comments, this kind of marketing in social media is “about stacking up many small ideas to create a big total impact”.Key stats:H&R Block boosted overall brand awareness by 52%.They spent 0.5% of their ad budget in doing so. …Yes, 0.5%
  • When Honda decided to publish its upcoming Crosstour photos on Facebook, it should be ready for some serious feedback. Within a short time, its fan page was flooded with negative comments regarding the look of Honda’s new CUV. It was clear that most “fans” were not too thrilled with the new design. But not too long later, we saw some really positive comments about the model. Lo and behold, they came from Honda’s product manager who didn’t disclose his own relationship with the company until the angry crowd called him out.
  • Retail chain Target already gives 5 percent of its income to charity. For the next couple weeks, they are going to be allocating those funds – which come out to $3 million every week – to charities selected by Facebook users.The company has launched the “Bullseye Gives” campaign on Facebook, which is essentially a voting application connected to the brand’s existing Facebook page. On it, users select which of ten charities they’d like to see funds allocated to. Money will then be given out based on percentages, so if 10 percent of users vote for Salvation Army, that organization will receive 10 percent of the total donations
  • Companies and professional organizations cannot risk making serious errors in their social media marketing campaigns. Perhaps not joining social media networks at all would be better than sabotaging their own names inadvertently through errors. These days, though, social media networks have become so entrenched in popular culture that a company or organization’s absence in them would mean missing out on valuable opportunities to connect with a huge part of their audience. The solution is to seek the help of the right social media marketing experts. Wal-Mart may not have chosen well.
  • What happens when your brand gets its 15 minutes of fame on YouTube, but for the wrong reason? This is exactly what Taco Bell went through. A video of rats running around a Taco Bell’s store in New York was posted on YouTube. Just minutes after, duplicates and new versions started to spread across the web and till this date, these videos have been viewed approximately 2 million times. As a result, customers raised concerns about its cleanliness and Taco bell’s stock price and 7,000 franchisees sales were affected.
  • Wal-Mart’s attempt at setting up a social network aimed at teens was a miserably failure and was shut down after less than three months. Wal-Mart screened all content and didn't allow customers to have an open dialog. Instead, they restricted comments to posting on wall. They felt this would help control the negative comments; instead, customers quickly invaded the wall with numerous negative posts. Adding to Wal-Mart's failure with social media marketing was they did not follow their core competencies. On the Wal-Mart Facebook page there was no mention of "Save Money. Live Better". Instead they focused the page on style and fashion.
  • Nestle is a famously controversial company, and lately the world is screaming about palm oil being used in its products which is killing off orangutans. Greenpeace created a video which likened eating a Kit Kat bar to killing an Orangutan.  That video was placed on YouTube and has received over a quarter of million  views.Nestle moved to have the video removed, which angered the Greenpeace members.  Nestle then moved to protect their Facebook page by removing critical comments and removing comments where the user had changed their profile picture to one of the altered Nestle Logo.
  • Again, you already know how to do it!Data must reflect population?Takes monitoring to the next level (research!)

Transcript

  • 1. social media research
    matt jones | mohamedikbalmebrouk | justin pray | neilwilkinson
  • 2. your thoughts on social media
  • 3. what is social media?
  • 4. who uses social media?
    18-24
    25-34
    under 18
    45-54
    35-44
    55-64
    over 65
  • 5. average age distribution across social network sites
    www.pingdom.com
  • 6. brands use SM for
    customer service
    marketing
    selling product
    increasing market share
    brand awareness
  • 7. researchers use SM data for
    purchase intent
    market share
    brand awareness
    ad pre testing
    competitive intelligence
    voice of customer
    calculate ROI
  • 8. which companies
    top ten on fortune 500 list
  • 9. international development
    fundraising
    news broadcast
    advertising
    find staff
    voice of public
    program evaluation
    online focus groups
    participatory communication
  • 10. predict an election
    60% yes
    40% no
    tweetminster predicts
  • 11. ethics
    news feed
    communication tool
    increase awareness
  • 12. (dis)advantages of SMR

    real time
    wide reach
    global
    cheap
    mountains of data

    not everyone
    not-so-reliable results
    mountains of data
    security
    credibility
    self selection
    ?
    ?
    ?
  • 13. history
  • 14. social media is born over 50 years ago
  • 15. phone phreaking – jobs/woz1970’s
  • 16. BBS’s 1979-2001
    r u M or F?
    A / S / L ?
    What r u wearing?
    (online chat room – 1980)
  • 17. internet relay chat 1988
  • 18. the WWW 1991
  • 19. AOL 1995
    mass adoption
  • 20. IM 1996
    : ) : ( : S : P *Hugz* Lulz
  • 21. social networking sites 1997
  • 22. the summer of 1999
  • 23. File Sharing
  • 24. the last decade
  • 25. Facebook 2003the social network
  • 26. Myspace and YouTube2003-05
  • 27. twitter 2006
  • 28. referencing
  • 29. social media revolution
    social media revolution
  • 30. business & social media
  • 31.
  • 32. improve customer relations
  • 33. increasing sales through twitter
  • 34. brand awareness
  • 35. brand repositioning
  • 36. model testing/product launch
  • 37. include customers in decisions making
  • 38. dark side
  • 39. brand image
  • 40. communication and marketing
  • 41. please, only positive comments
  • 42. research
  • 43. hierarchy of
    social media
    insight
    Source: Conversition
  • 44. social media
    research
    v.
    monitoring
    social media
  • 45. monitoring
    anyone can do it
    simple – review and track social media data
    provides useful information
  • 46. research
    done by researchers.
    scientific – applying appropriate methods to social media data.
    provides useful insights.
  • 47. know the difference
    monitoring
    anyone can do it
    simple – review and track social media data
    provides useful information
    research
    • done by researchers
    • 48. scientific – applying appropriate methods to social media data
    • 49. provides useful insight
  • social media
    marketingresearchprocess
    Define the Marketing Problem
    Define the Research Problem
    Outline the Information Needs
    Specify the Data Required
    Decide on Study Methodology
    Evaluate, Feedback and Payment
    Present Findings, Make Recommendations
    Resolve Sample Definition
    Prepare Report and Presentation
    Devise Sampling Plan
    Design Questionnaire
    Interpret Findings
    Develop Constructs
    Collect Data
    Analyze Data
    Source: Robert Wong
  • 50. creating constructs
    myth: social media research is instantaneous
    it takes time to create quality constructs
    do you like Coke?
    VS
  • 51. more on sampling
    you have the skills to do it!
    steps:
    define population
    indentify sample frame
    determine sample size
    select a sampling procedure
    draw sample
  • 52. more on weighting
    30%
    21%
    10%
    internet base
    population
    5%
    3%
    19%
    12%
  • 53. evaluate i
    twitter used to predict box office hits
    http://news.bbc.co.uk/2/hi/technology/8612292.stm
  • 54. evaluate ii
    can word-of-mouth predict the General Election result?
    http://www.scribd.com/doc/29154537/Tweetminster-Predicts
    http://www.scribd.com/doc/31208748/Tweetminster-Predicts-Findings
  • 55. evaluate iii
    tracking the national mood through twitter
    http://bits.blogs.nytimes.com/2010/07/22/tracking-u-s-mood-through-twitter/
  • 56. people say what they feel – no filters
    would a politician say this to my face?
  • 57. jobs (not steve)
    erm….
    start your own company
    eat, breathe, sleep social media
    find a good computer person
    good luck!
  • 58. questions?
  • 59. next week
    H214