Conversation Research: Leveraging the power of social media market research

1. Conversation Research: Leveraging the power of social media Market Research For MRS Members Evening By Robert Dossin, Managing Director, InSites Consulting London office

2. Battle of the platforms

3. Social media mixology Time to cook up your social media cocktail.

4. Based on target group women. business. 30+ affluents.

5. For brand/positioning Creative Industry. Service Industry. #inspirational #customerexperience

6. Where is Social Media now? ‘Pinwhat? Snapwhat? Tumbwhat? Instawhat?’ ‘We’re on Facebook and Twitter’. ‘Social Media?’ 2006-’07 2010 2012-’13 2008-’09 2011 2014 ‘We gotto do something’. ‘We have a strategy’. ‘Time for a strategic review

7. The world as it used to be

8. Research has changed From asking questions... ...to having a conversation

9. Conversation research ‘Passive’ Listening Active Listening

10. Passive Active Only spontaneous feedback Representativeness Informed consent Giving back Panel pressure Building a community Recycle and ask Recruitment Giving back Knowledge

11. Tapping into ACTIVE online conversations Social Media Nethnography Social Media Dashboards / Monitoring exploratory for enhanced quality Observational research EphMRA Conference Masterclass © InSites Consulting 2011 11

12. Social media netnography = research methodology that makes use of publicly available user-generatedcontent in order to answer a research question Social Media Netnography 12

13. Reversed research process Traditional research SURVEY/ TOPIC GUIDE DEVELOPMENT SAMPLING RESPONDENTS ACTIVE DATA COLLECTION ANALYSIS Social media nethnography SAMPLING UNIVERSE DETECTION PASSIVE DATA COLLECTION FRAMEWORK DEVELOPMENT TOP-DOWN & BOTTOM-UP CONTENT & TEXT ANALYTICS Social Media Netnography

14. 1. Universe detection Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 14

15. Representativeness ‘It’s the end of the world as we know it’ Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 15

16. Conversations are the new unit of analysis

17. Selecting the right keywords Keywords for sampling Conversations on epilespy Conversations on Epilepsy brands Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 17

18. Selecting the right keywords Conversations on epilespy Conversations on Epilepsy brands Analysis Conversations on doctor Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 18

19. Good definition of a universe Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 19

20. Google keywords Thesaurus Keywords for search engine optimization Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 20

21. Sampling is still key Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 21

22. Visitors Small # Large influence Medium influence Specialized in topics Long tail # sources Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 22

23. Visitors http://www.healthboards.com/ http://www.coping-with-epilepsy.com/ http://scott-lwe.blogspot.com/ http://bschool.pepperdine.ed u/studentblog/index.php/201 0/07/freedom-from-epilepsydoesnt-come-free/ # sources Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 23

24. About profile information  Profile information on poster / user level – Internet has no boundaries – Only information available that is spontaneously shared – Representativity: what do we know about profile on social media?  Profile information on source level – Type of social media source – Meta data  About influentials – On person level – On source Social Media Netnography

25. 2. Data collection Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 25

26. Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 26

27. All doubles, headers & footers eliminated One post can only appear once! Data restructuring = maximum error reduction Social Media Netnography

28. Historical data 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% week week week week week week week week week week week week 1 2 3 4 5 6 7 8 9 10 11 12 brand 1 65% 82% 64% 63% 50% 25% 23% 35% 40% 45% 48% 49% Market 75% 55% 55% 48% 29% 54% 58% 60% 65% 63% 68% 70% Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 28

29. Public & fan pages only Becoming friends Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 29

30. 3. Framework development Social Media 30 Netnography EphMRA Conference Masterclass © InSites Consulting 2011

31. Two core principles Top down analysis Bottom-up analysis Social Media Netnography

32. The power of text analytics 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 Social Media Netnography

33. Analysis process 3.Qualitative analysis 2.Associative pattern recognition Analyse original verbatims via qualitative content analysis Which terms often co-occur? Which concept are often mentioned bottomup? 1. Descriptive taxonomy detection To what extent do we find our research topics back? Social Media Netnography

34. Sentiment analysis Sentiment of the Sentiment of a conversation brand / topic Conversation level Sentence level 'I had a terrible day. I used brand x and felt better' 1 positive – 1 negative 'I had a terrible day. I used brand x and felt better' 1 positive Social Media Netnography

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

36. 4. Analysis Social Media Netnography EphMRA Conference Masterclass © InSites Consulting 2011 36

37. Main conversation themes Quartile 2 & 3 – Different clusters of words in the buzz are found that refer to different themes – For each theme, we determine the size of the cluster and the sentiment of the cluster Quartile 4 2 – The themes are divided into different quadrants, based on quartiles in volume and sentimeter. – The different quadrants thus need to be interpreted in a relative way, and within a certain language. E.g. themes in quadrant 2 are relatively more positive than themes in quadrant 1 but can still have a negative sentiment. – Meaning of different quadrants • • • • 1: Act: themes that are often mentioned with a negative sentiment 2: Develop: themes that are often mentioned with a positive sentiment 3: Threats: themes with negative sentiment that are currently not often mentioned but that are explicitely negative for certain niches 4: Potential: themes with mixed sentiment that are often mentioned. In the future, we can try to influence the sentiment of those themes positively Quartile 2 & 3  Interpretation 4 3 Quartile 4 Quartile 1 1 Social Media Netnography Quartile 1  Methodology

38. Sentimeter Main conversation themes in epilepsy diet surgery family social impact children Polytherapy Success treatment diagnosis Treatment (no) control Other treatments Molecules budget knowledge epilepsy seizures stakeholders medication brands Medication unloyalty Frequency and duration seizures Specific triggers Alternative treatment medication types epilepsy symptoms administration medication side effects generic medication Seizure triggers Volume Social Media Netnography

39. What symptoms are most often mentioned in online conversations? sleep issues and fatigue 21% stress and anxiety 15% emotional and mood 9% dizziness 9% pain 7% other psychological 7% other 6% headache 6% memory issues 6% symptoms 6% cardiovascular 5% confusion 4% weight issues 4% muscles 4% vision 3% respiratory 3% gastro 3% tumor 1% Social Media Netnography

41. Share of brands in total amount of conversations Total sample N = 42469 Brands for epilepsy treatment are mentioned in about 14% of online conversations Total sample 100% N = 42469 30% N = 12754 Pharmaceutical treatment Brands 14% N = 5836 2% (832 conversations) are about generic products Social Media Netnography

43. Typical research questions Get insights directly from patients based on their spontaneous online discussions 1. Which are the main topics that are discussed by patients and their caregivers? 2. Which language do patients use when talking about these themes? 3. What is the emotionality of the different topics? How can these emotions be explained? 4. What are the main information sources consulted by patients & caregivers? Increase the effectiveness of the brand plans 1. How big is the buzz about product brands (you and competitors)? How did this change over time? 2. What is the tone of voice of the buzz about product brands ? Which sentiments are used? 3. Is this in line with the desired brand positioning?

44. Other Applications Digital strategy Netnography study that results in an integrated communication & conversations strategy in terms of who to target, with which content, on which platform. (Reporting will be based on our activation model.) Consumer insightment Netnography study that results in insights and ideas on unmet consumer needs, buying decision processes & product category usage. Campaign evaluation tracker Netnography study that results in an ad-hoc evaluation or tracking of a campaign Online Brand audit Netnography study that results in a 360° view on your brand and its main competitors Product evaluation netnography / tracker Netnography study that results in ad-hoc evaluation or tracking of a product

45. Business Objectives & Approach To empower patients and carers to initiate conversations with HCPs, and each other and to raise awareness of the benefits of continuous medication, the research needed to identify what patients discussed, how they discussed it, in what context and what were opportunities for Janssen to start the conversation with patients suffering from Schizophrenia, but also carers and HCPs.

46. EMEA Schizophrenia 24 x 7

47. Healthcare Janssen Pharma – EMEA Schizophrenia 24 x 7 How understanding patients helped Janssen to improve its website using Social Media Netnography Research Outcomes • Different landing zones for different patient segments • In 16 countries/5 languages • 200K unique visitors • 20% revisit rate Corinne Pilgrim, EMEA Product Director Psychiatry, Janssen Pharmaceuticals,

48. ………………………………………………………………………………………………….……. In Summary ………………………………………………………………………………………………….…….

49. Social media netnography: benefits Access to highly involved patient and difficult topics Many conversations Most on relevant topics Ideal to explore new TAs/topics 49

50. Social media netnography: limitations Less of the uninvolved patient No probing Only what is relevant for them Internet has no boundaries 50

51. Thoughts to hold on to Have a conversation with your consumers – start with active listening BEFORE joining Netnography is a great method to mine user generated content from YOUR Consumer Consumers want to be engaged, ‘cause they are engaged. We should reinvent ourselves, using technology to engage with them where they are and when they want Not just send our tradional messages via new channels But by starting a conversation with them!

52. Thank you! Robert Dossin, Managing Director @robert_dossin http://uk.linkedin.com/in/robertdossin +44 7904 288 898 robert@insites-consulting.com New York I Timisoara I London I Rotterdam I Ghent Rosebery Avenue 151 - 4th floor I EC1R 4AB London I United Kingdom www.insites-consulting.com

Conversation Research: Leveraging the power of social media market research

InSites on Stage

Conversation Research: Leveraging the power of social media market research