The Relevance of Public Voices<br />Why the market researcher needs to pay attention to the new unstructured frontier …soc...
The excitement of new unstructured frontiers<br />SM = consume + create + share<br />
Complexity of Social<br />Scott’sfoot print<br />Scott<br />Scott<br />
Channel Expansion<br />More than 400 million active users <br />50% of our active users log on to Facebook in any given da...
How do I fit?<br />Post-Trough Adopter<br />Early Experimenter<br />5<br />© Harris Interactive<br />
A journey to the relevance of unstructured data<br />When relationships don’t tell us why… <br />“when they like our produ...
When relationships don’t tell us why… “when they like our product but won’t buy<br />Do we need to increase familiarity?<b...
When relationships don’t tell us why… “when they like our product but won’t buy<br />Do we need to increase familiarity?<b...
Making cacophony musical… “when a story emerges”<br />
Making cacophony musical… “when a story emerges”<br />Story emerges from the conversations…<br />Top Mind: Coherent Issues...
The Big Issues Surrounding Social Media Analysis<br />Cost Myth<br />Should be a fraction of the cost of traditional surve...
SM = consume + create + share<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />Bui...
Research Questions<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />Where are the ...
Business Questions<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />What channel s...
Data Collection<br />Trends:<br />400+ solutions<br />Convergence<br />Specialization<br />What to watch out for:<br />Har...
Text Analytic Tools<br />Trends:<br />60+<br />Specialization: domains and calls to action<br />Processing Options<br />Na...
Addressing the Big Issues<br />Cost<br />Front loaded costs – but expect savings down the road<br />Accuracy Myth<br />Bes...
Should researchers embrace social media?<br />
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The relevance of public voices

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The relevance of public voices

  1. 1. The Relevance of Public Voices<br />Why the market researcher needs to pay attention to the new unstructured frontier …social media<br />
  2. 2. The excitement of new unstructured frontiers<br />SM = consume + create + share<br />
  3. 3. Complexity of Social<br />Scott’sfoot print<br />Scott<br />Scott<br />
  4. 4. Channel Expansion<br />More than 400 million active users <br />50% of our active users log on to Facebook in any given day <br />More than 35 million users update their status each day <br />More than 60 million status updates posted each day <br />More than 3 billion photos uploaded to the site each month <br />More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week <br />More than 3.5 million events created each month <br />More than 3 million active Pages on Facebook <br />More than 1.5 million local businesses have active Pages on Facebook <br />More than 20 million people become fans of Pages each day <br />Pages have created more than 5.3 billion fans<br />
  5. 5. How do I fit?<br />Post-Trough Adopter<br />Early Experimenter<br />5<br />© Harris Interactive<br />
  6. 6. A journey to the relevance of unstructured data<br />When relationships don’t tell us why… <br />“when they like our product but won’t buy”<br />Making cacophony musical… <br />“when a story emerges”<br />
  7. 7. When relationships don’t tell us why… “when they like our product but won’t buy<br />Do we need to increase familiarity?<br />Is our brand to weak to convert?<br />Unlikely to Buy<br />We like<br />
  8. 8. When relationships don’t tell us why… “when they like our product but won’t buy<br />Do we need to increase familiarity?<br />Is our brand to weak to convert?<br />Unlikely to Buy<br />We like<br />We want to buy but procurement will not let us…<br />Corporate governance prevents us from considering …<br />
  9. 9. Making cacophony musical… “when a story emerges”<br />
  10. 10. Making cacophony musical… “when a story emerges”<br />Story emerges from the conversations…<br />Top Mind: Coherent Issues Emerge<br />
  11. 11. The Big Issues Surrounding Social Media Analysis<br />Cost Myth<br />Should be a fraction of the cost of traditional survey research<br />Accuracy Myth<br />Most mining software can accurately identify content and sentiment<br />Scope<br />You can find anything you need on the ubiquitous Web<br />Representativeness<br />Online sources reflect the voice of the market<br />
  12. 12. SM = consume + create + share<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />Building Blocks of Social Media Analysis<br />
  13. 13. Research Questions<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />Where are the conversations occurring?<br />What are people talking about?<br />Are conversations negative or positive?<br />How many people are talking?<br />Is the conversation changing?<br />Who leads the conversation?<br />
  14. 14. Business Questions<br />Source<br />Classification<br />Sentiment<br />Volume<br />Time<br />Influence<br />What channel should I target?<br />Can I align messages to market interest?<br />Can I amplify positive reaction?<br />Can I prioritize the top mind share?<br />What issues are gaining momentum?<br />Can I target the opinion leaders?<br />
  15. 15. Data Collection<br />Trends:<br />400+ solutions<br />Convergence<br />Specialization<br />What to watch out for:<br />Harvesting capability<br />Targeting capability<br />Spam controls<br />Full Feed – use of aggregators<br />
  16. 16. Text Analytic Tools<br />Trends:<br />60+<br />Specialization: domains and calls to action<br />Processing Options<br />Natural Language Processing<br />Machine Learning<br />Entity Extraction<br />What to watch for:<br />Auditing<br />Rule building<br />Clustering<br />Sentiment tuning<br />
  17. 17. Addressing the Big Issues<br />Cost<br />Front loaded costs – but expect savings down the road<br />Accuracy Myth<br />Best in class analytics and auditing ensures higher levels of accuracy<br />Scope<br />Limits of TOM - there is still a role for traditional research<br />Representativeness<br />Full feed is critical – but hard to manage <br />
  18. 18. Should researchers embrace social media?<br />

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