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

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Word-of-mouth is the key driver of growth. Managing it is the challenge for the future. By observing, facilitating and joining the conversation you can actually lead it. This presentation is about the ...

Word-of-mouth is the key driver of growth. Managing it is the challenge for the future. By observing, facilitating and joining the conversation you can actually lead it. This presentation is about the first step: how to observe conversations on social media.

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    Aprenda com a nova série: 50 e POUCAS DICAS
    https://sites.google.com/site/andreluizbernardesarticles/home/50_poucas_dicas_promover_blog_site

    01.COMPARTILHANDO REFERÊNCIAS ÚTEIS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas

    02.ASSINATURA EM E-MAILS, ARTIGOS E COMENTÁRIOS —
    http://www.slideshare.net/bernardes/50-e-poucas-dicas-02assinatura-em-emails-artigos-e-comentrios

    03.COMENTE TUDO, NÃO SEJA TÍMIDO —
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social media netnography presentation IBM information on demand, nov 2010 social media netnography presentation IBM information on demand, nov 2010 Presentation Transcript

  • 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!
  • The BIG worLd of mouth test!
    You use social networks at least weekly
    (e.g. Facebook, Twitter, LinkedIn)
    1
  • The BIG worLd of mouth test!
    You sometimes check online buzz about your brand
    2
  • The BIG worLd of mouth test!
    You have automated systems to monitor buzz about your brand(e.g. Google Alert, Tweetdeck)
    3
  • The BIG worLd of mouth test!
    Do you perform in-depth analyses of social media for you brand / business?
    4
  • The BIG worLd of mouth test!
    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°

    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