social media netnography presentation IBM information on demand, nov 2010

Social Media Nethnography
Managing and Mining the Consumer Conversation
1

2
@steven_insites
@nielsamz

Word of mouth

The belief
Word-of-mouth is THE driver of growth

INTEGRATION of WOM in all marketing activities
The goal

MANAGE word-of-mouth

The BIG worLd of mouth test!

You use social networks at least weekly
(e.g. Facebook, Twitter, LinkedIn)
1

You sometimes check online buzz about your brand
2

You have automated systems to monitor buzz about your brand(e.g. Google Alert, Tweetdeck)
3

Do you perform in-depth analyses of social media for you brand / business?
4

You participate in online conversations
5

A revolutionimpliesCHANGE

20
Bestseller
‘The Conversation Manager’
Available on Amazon
The first interactive management book for iPad, download available

NeedforRADICAL change

As a manager
As a brand
As a peer
Observe
Facilitate
Join

limitations of interview based techniques

Would not we want to do this?

Life Caching
User Generated Content

Social media netnography

Tapping into online conversations
Social Media
Nethnography
Social Media
Dashboards / Monitoring
exploratory for
enhanced quality

Social Media Nethnography
Traditional research
SURVEY/ TOPIC GUIDE DEVELOPMENT
what do we want to ask
SAMPLING
selection of sources/situations you want to observe
SAMPLING
selection of participants we want to talk to
DATA COLLECTION
with the aid of research blogs or webscraping
DATA COLLECTION
using pre-defined research tools, traditional ones or innovative ones
FRAMEWORK DEVELOPMENT
what do we want to observe?
which conversations interest us?
ANALYSIS
answering questions that were predefined
TOP-DOWN & BOTTOM-UP ANALYSIS
Combination of quantitative & qualitative analysis techniques +
text analytics

TWO core principles

What is?
Text analytics is the process of extracting knowledge and information from text
Stage 1: Extraction of terms
What do I want to use?
Stage 2: Group terms in higher level concepts or categories

Extracting data
Extraction
=
What will we use in further analysis and what will we ignore?
Bottom-up
Keep terms that sponaneously pop-up
Top-down
Keep terms based on the market knowledge

Categorization
Categories are higher-level concepts that represent higher level ideas and information in the text
// answers option in quantitative survey

Analysis process

Sentiment analysis
Sentiment of theconversation
Sentiment of abrand / topic
Sentence level
Conversation level
'I had a terribleday. I drank some Lipton tea and feltbetter
'I had a terrible day. I drank some Lipton tea and feltbetter
1 positive – 1 negative
1 positive

Model for measuring emotions
Happiness
Happy Joyful
Cheerful Satisfied
Proud
Elated, Excited, Enthusiastic
Excitement
Relaxed
Contented, Relaxed, Satisfied
Social
Trust, Love, Respect
Surprise
Amazed Surprised
Astonished
Beauty
Beautiful, Admired, Attractive
Fear
Afraid Nervous
Tense Worried
Insecure
Emotions
Anger
Angry Furious
Mad Irritated
Resentful
Violence
Aggressive, Abusive, Dominating
Swear words
Sadness
Sad Disappointed
Regretful Gloomy
Pessimistic
Agony, Despair, Ashamed
Despair
Tired , Bored, Weak
Weak
Loneliness
Lonely, Rejected, Alienated
Disgust
Disgust Contempt
Nasty

Insight generation
What is my target group concerned about?
What are trends in the market?
What are your blind spots?
Brand analyses
What is the share-of-voice and sentiment of my brand online?
What is my online brand positioning?
How do my competitors perform?
How is the impact of my advertising affecting online buzz?
Advertising impact
How is the impact of my advertising affecting online buzz?
Product
How is a new product launch evaluated?
How is a new product diffusing in the market?
Customer Experience
How are different touch points evaluated?
What are reasons to switch?
How strong is recommendation behaviour / referral value?


81.861

Major diseases when getting older? Top 20 discussed diseases
physical
psychological

Emotions aboutaging concerns across disease states
Friends
Decision
Sentimeter
Safety
Religion
Active
Eating
Diagnosis
Professional
Transport
Finding right treatment not easy
Never ending
Clothes
Housing
Dog
Payment
Personal care
Law
Diseases
Identity
Treatment
Telephone call
Guilt
Buzz volume

Alzheimer DrugsSentimeter
All posts
Posts about AH Drugs
Posts about Aricept
Posts about Namenda
Posts about Reminyl
Comparison with sentiment across brands
Significantly higher
No significant difference
Significantly lower
60°
24°
9°
12°
66°
N=81861
N=878
N=644
N=235
N=193


39.812

30 information segmentsbottom-up segmentation
Diagnosis
Health care
Driving
Confused
Helpful
Brand C
Side effects
Problem
Seizures
Job
Having pain
Control
normal behaviour
School
Wishes for thefuture
night
Awareness & knowledge
Husband
Satisfaction
Important
Headache
Scared
Difficult
Treatment
Children
Food & drinks
Dosage
Brand A
Budget
Brand B

25%
Natural & medical language
about seizures
Learn what consumers tell each other
Find hidden patterns – blind spots
Optimize online marketing strategy

Natural explanations seizure types
PETIT MAL
Also called ‘absence’
People just stand and starevacantly
My mind was wandering, blank, in a daze
When asked to speak, would talk then just goblankand lose my entire train of thought and having no idea what I had implied
My eyes would blink rapidly and then I would go blank as if I were daydreaming and mymindwouldbeshot

Hormones, birth control, pregnancy & Brand A
94% of the conversations about hormones & Brand A are related to Pregnancy
Is Brand A safe during pregnancy?
Brand A controls seizures
Hormones
Seizures
From the research that I have done on pregnancy and seizures, I found Brand B and Brand A to be listed as the safe meds to be on.
Control unsuccessful
Seizures successful controlled
Add birth control
He told me that it was pretty safe, but that there was not enough participation in research for it to be approved to be taken during pregnancy by the FDA. If you do decide to get pregnant and still stay on Brand A I recommend that you join the pregnancy registry. Here is the information: … . The website is http://www.Brand A.com/pc/livin...h_epilepsy/women2.asp
Brand A limits effects birth control
Birth control is barrier
Wish to start a family
Successful pregnancy
not clear when
ovulating


Online Brandscape
How are the different brands evaluated online?

Share brands in total amount of conversations
Total sample = 1327
About brands = 327

BrandsSentiment & performance analysis
% Emotionality
% Positive
% Negative
Average rating review sites
73%
68%
N = 101
28%
2,69
1,75
90%
81%
N = 48
52%
79%
64%
N = 39
1,1
41%
78%
78%
N = 36
3
25%

BrandsIn-depth analysis B&J
% Emotionality
% Positive
% Negative
Average rating review sites
73%
68%
N = 101
28%
2,69
Strengths
Different&uniqueflavours
Strong fanbaseonline: ‘the best’, ‘delicious’, B&J rules. However, fan base is less for the brand in general than for specificflavours.
Weaknesses
Too expensive for part of the consumers to consume it on a regular base
Known for
Quality of ice cream and perceived equal to Haägen Dasz
Corporate social responsibility: press releases about attempts to reduce impact of produding ice cream on the environment are spread & discussed
Vermont & cows


71.230

1
Input for future broadcasting
Evaluation of specific aspects of the show
Information needs
2

Answers to questions you did not ask
Answers without asking questions

55
Where does Text Analytics make a difference?
Automational - Transformational
Handling complexity
Sentence parcing
Dictionaries
Co-occurence and linkage analyses

Languages

Lessons learned & limitations
 Social Media Nethnography is not a short cut
Analyse and audit, then track
Time investment for client and agency required through iterative process
 It is still developing
Language & dictionaries
Limited profile information
Upfront feasibility check for critical mass
 We still need to ask questions
Only the question follows the answers – a bit like Jeopardy
Complementary to interview based research

It’s time to jump and to become…
The Conversation Manager

Not just aboutobserving & joining social media

integration of word-of-mouthall marketing thinking & acting

From control towards leadership

As a manager
As a brand
As a peer
Observe
Facilitate
Join

64
Thank you
Contact us
www.insites.eu
+32 9 269 15 00
@steven_insites
steven@insites.eu
@nielsamz
niels@insites.eu

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social media netnography presentation IBM information on demand, nov 2010

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social media netnography presentation IBM information on demand, nov 2010 Presentation Transcript