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The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
The relevance of public voices
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The relevance of public voices

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  • 1. The Relevance of Public Voices<br />Why the market researcher needs to pay attention to the new unstructured frontier …social media<br />
  • 2. The excitement of new unstructured frontiers<br />SM = consume + create + share<br />
  • 3. Complexity of Social<br />Scott’sfoot print<br />Scott<br />Scott<br />
  • 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. How do I fit?<br />Post-Trough Adopter<br />Early Experimenter<br />5<br />© Harris Interactive<br />
  • 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. 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. 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. Making cacophony musical… “when a story emerges”<br />
  • 10. Making cacophony musical… “when a story emerges”<br />Story emerges from the conversations…<br />Top Mind: Coherent Issues Emerge<br />
  • 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. 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. 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. 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. 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. 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. 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. Should researchers embrace social media?<br />

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