Starting To Listen – Consumer Research Through Social Media<br />Dr. Aileen McGloin<br />Social Media Conference September...
Safefood’s Current Consumer Research<br /><ul><li>Quantitative surveys
Qualitative research
Commission research
Web analytics
Social Media Monitoring</li></li></ul><li>Safefood’s Omnibus Survey <br />Social Media Use For Food and Health Information...
Social Media Usage <br />
Key Topics On Social Media<br />
Following Health Organisation on Facebook<br />
Talk to Friends About Healthy Eating On Social Media? <br />
Healthy Eating On Social Media<br />
Talk to Friends About Food Safety On Social Media? <br />
Food Safety On Social Media<br />
Safefood’s Social Media Research<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
Our Social Media Research <br /><ul><li>What food safety and nutrition issues are people talking about on social media?
Key topics of conversation?
Confusion?
Incorrect information?
Who are the key contributors?</li></li></ul><li>Challenging Issues<br /><ul><li>Geography
Search terms
Brands
Food issues</li></li></ul><li>Social Media Monitoring – Weigh2live<br />Dr. Aileen McGloin<br />Social Media Conference Se...
Search for brand terms<br />Click here to add Bullet Point 1<br />Click here to add Bullet Point 2<br />Click here to add ...
 Sub point
 Sub point</li></li></ul><li>Search for Weigh2live<br />Click here to add Bullet Point 1<br />Click here to add Bullet Poi...
 Sub point
 Sub point</li></li></ul><li>Search for brand terms<br />Word Cloud for Wiegh2lIVe<br />
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Social media research - aileen mc gloin

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Aileen McGloin describes how safefood has been using social media monitoring tools

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  • We’ve heard lots of reasons to engage in social media and one of these is to It can be used to research and understand your audience. Ambitious title that I have altered to reflect the true situation. How we are doing it and what we have found.
  • The Omnibus is a face-to-face, in-home survey asked of a representative sample of adults aged 15+ years living in the Republic of Ireland; and the MBU Omnibus Survey is asked of a nationally representative sample of adults aged 16+ living in Northern Ireland.The sample is quota controlled in terms of gender, age, social class and region, to reflect the actual demographics of the adult population in both ROI and NI.Interviews were conducted at 64 sampling points in ROI and 43 sampling points in NI, representative of the size and spread of urban and rural localities nationwide.Sample size: 2041 in both ROI and NI combined. Fieldwork dates: ROI: 18th – 28th August 2010 NI: 7th – 14th August 2010
  • Twitter and Facebook following Monitoring our Facebook pageUse social media monitoring software
  • We tendered for this Nielsen, Orion 6 and Meltwater Buzz. Breakdown by Geography, speed, good reporting, value for money.
  • Social media research - aileen mc gloin

    1. 1. Starting To Listen – Consumer Research Through Social Media<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    2. 2.
    3. 3. Safefood’s Current Consumer Research<br /><ul><li>Quantitative surveys
    4. 4. Qualitative research
    5. 5. Commission research
    6. 6. Web analytics
    7. 7. Social Media Monitoring</li></li></ul><li>Safefood’s Omnibus Survey <br />Social Media Use For Food and Health Information<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    8. 8. Social Media Usage <br />
    9. 9. Key Topics On Social Media<br />
    10. 10. Following Health Organisation on Facebook<br />
    11. 11. Talk to Friends About Healthy Eating On Social Media? <br />
    12. 12. Healthy Eating On Social Media<br />
    13. 13. Talk to Friends About Food Safety On Social Media? <br />
    14. 14. Food Safety On Social Media<br />
    15. 15. Safefood’s Social Media Research<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    16. 16. Our Social Media Research <br /><ul><li>What food safety and nutrition issues are people talking about on social media?
    17. 17. Key topics of conversation?
    18. 18. Confusion?
    19. 19. Incorrect information?
    20. 20. Who are the key contributors?</li></li></ul><li>Challenging Issues<br /><ul><li>Geography
    21. 21. Search terms
    22. 22. Brands
    23. 23. Food issues</li></li></ul><li>Social Media Monitoring – Weigh2live<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    24. 24. Search for brand terms<br />Click here to add Bullet Point 1<br />Click here to add Bullet Point 2<br />Click here to add Bullet Point 3<br /><ul><li> Sub point
    25. 25. Sub point
    26. 26. Sub point</li></li></ul><li>Search for Weigh2live<br />Click here to add Bullet Point 1<br />Click here to add Bullet Point 2<br />Click here to add Bullet Point 3<br /><ul><li> Sub point
    27. 27. Sub point
    28. 28. Sub point</li></li></ul><li>Search for brand terms<br />Word Cloud for Wiegh2lIVe<br />
    29. 29. Search for Weigh2live<br />Twitter conversation<br />From A: Can anyone tell me what the message is in that Safefood ad where the fat northern bloke robs his ma's sausage? <br />FromB: Don't get to *close* to your ma I'd say <br />From A:Ithought there were a few dodgy undertones and all<br />From A: Can anyone tell me what the message is in that Safefood ad where the fat northern bloke robs his ma's sausage? <br />From C: Ulster just can't say no <br />
    30. 30. Comments on advertising <br />
    31. 31. Social Media Monitoring – Key Pathogens and Contaminants<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    32. 32. Pathogens and Contaminants<br />
    33. 33. Searching for Specific organisms<br />Click here to add Sub heading<br />Comparison of mentions of each<br />
    34. 34. Social Media Monitoring – Nutrition<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    35. 35. Searching for Healthy Eating Terms <br />Search Term: <br />Diet AND <br /><ul><li>Boards.ie OR
    36. 36. Irishhealth.com OR
    37. 37. Weddingsonline.ie OR
    38. 38. Rollercoaster.ie OR
    39. 39. eumom.ie OR
    40. 40. Politics.ie</li></li></ul><li>Searching for healthy eating terms <br />Click here to add Sub heading<br />Volume<br />
    41. 41. Searching for healthy eating terms <br />Click here to add Sub heading<br />Show search termJen to provide word cloud s<br />
    42. 42. Social Media Research – Crowd Sourcing<br />Dr. Aileen McGloin<br />Social Media Conference September 2010<br />
    43. 43.
    44. 44. Conclusions<br /><ul><li>Significant proportion on social media
    45. 45. One in five using it to share info on food and health
    46. 46. One in 10 willing to join conversation on food safety and nutrition issues – low starting point.
    47. 47. Social media monitoring for brand terms is useful
    48. 48. Social media monitoring for food issues is challenging</li></li></ul><li>Thank you!<br />safefood social media monitoring group: Jennifer Luddy, Richard Murphy, Deirdre Cosgrove. <br />Market research coordinator: Sinead Duane<br />amcgloin@safefood.eu<br />www.safefood.eu/en/Blog<br />www.facebook.com/safefood.eu<br />
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