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Lebedev esomar 2014

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Pavel Lebedev presentation about Social media research on Esomar Best of Russia 2014

Published in: Social Media, Business
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Lebedev esomar 2014

  1. 1. Social media research - new horizons Where and when SMR will kill traditional research methodology Pavel Lebedev 23.05. 2014 ESOMAR BEST OF - RUSSIA 2014
  2. 2. What are we analyzing: facts vs opinions 2 Who? When? How often? How much? What people think? Why? What is the opinion? Polls are usually approximate, sometimes deadly incorrect Only technological measurements in 5-10 years Interaction with TA in any form structures an object Social media monitoring (listening) deals with organic conversations
  3. 3. What opinion does really exist? 3 What is public opinion? What is representativeness of public opinion?
  4. 4. 3D opinions 4 Person Opinion Polls tradition equalize people with different media effects In the Internet media effect can be measured, not only detected. Media effects: not just an ability to distribute some opinions, but also put them into the minds.
  5. 5. What is social media monitoring? 5 What are they “saying”? How do people interact with each other? Friends connections What content do they like?How does information spread? Who discuss brands? Automated collection of public posts and comments (+ related data) on a particular subject (determined by a list of keywords).
  6. 6. Monitoring vs Polls 6 Research design (questionnaire, sample) Search query (key words) Interviewer / self-filling Data with preset structure and amount Report, spreadsheet, infographics Automated collection Texts with metadata Report, spreadsheet, infographics, data stream
  7. 7. SM Monitoring peculiarities 7 Search query (key words) Automated collection Texts with metadata Report, spreadsheet, infogaphics, data stream Unknown data structure. Amount of data is known only after collection. Message (not a person) is an analysis unit. General totality Analysis (structuring) plan is developing after data collection. Some aspects may not be discussed. Opinion structure (topics, sentiment) and media field dynamics
  8. 8. Ex. No1. Analysis of brand perception 8 Regular SM Monitoring Retailer brand with 6 competitors Evaluation of 20+ Retailer characteristics The spread of newsworthy for PR needs
  9. 9. Types of contents and types of authors 9 Users Brand Media /Publics Bots News / events yes yes Histories yes yes News & Histories reposts yes yes yes User opinions yes Irrelevant mentions yes Spam yes Brands are usually interested in user opinions
  10. 10. People are engaged in discussion about brands 10 2023 3327 5437 5662 6999 5296 2565 4475 6030 5568 5166 3679 801 950 1623 1585 1272 1043 207 332 241 239 192 215 1181 2969 2551 2109 1859 1752 743 2010 1186 1308 1307 1012 1658 4020 4892 4299 2853 2627 0 1000 2000 3000 4000 5000 6000 7000 8000 September October November December January February Shop 1 Shop 2 Shop 3 Shop 4 Shop 5 Shop 6 Shop 7
  11. 11. Evaluation of retailer characteristics 11 43% 23% 19% 16% 13% 13% 10% 9% 7% 5% 4% 4% 3% 3% 3% 2% 1% 1% 1% 0% 0% 0% 0% 12% 0,7 0,7 0,5 0,7 0,8 0,4 0,7 0,1 0,6 0,5 0,1 0,2 0,1 0,2 0,3 0,6 0,7 0,7 0,4 0,2 0,3 0,8 1,0 1,0 -1,0 0,0 1,0 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 41% 26% 7% 17% 4% 11% 2% 8% 5% 5% 2% 6% 1% 4% 1% 1% 1% 1% 0% 0% 0% 0% 1% 15% 0,5 0,3 0,7 0,2 0,4 0,2 -0,1 0,2 0,1 0,1 -0,6 0,2 0,1 0,0 -0,3 0,3 0,0 0,6 0,1 0,3 -0,5 0,0 0,9 1,0 -1,0 0,0 1,0 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Assortment Internetshop Retailstore Price Bonuses QualityofGoods salespromotion Customer-orientation Delivery Holdforpickup Callcentre Exchangeofgoods Competency Servicecenter E-mail/SMS Infrastructureofretailstore Banks Ads,Marketing Services Extraguaranty Justice Financialresults Development Other % of mentions NSI Net Sentiment Index (NSI)= (positive+ neutral- negative)/ total Shop No7 Shop No2
  12. 12. Shop No1 Extra guaranty Internet shop Hold for pickup Justice Delivery Banks Customer-orientation E-mail / SMS Services Retail store Competency Bonuses Ads, Marketing Financial results Shop No6 Exchange of goods Development Service center Quality of Goods Infrastructure of retail store Assortment Price Shop No7 Shop No3 Shop No4 Shop No5 Shop No2 Call centre sales promotion Process on online shopping External activities Interaction with clients Goods features External activities Internal activities Objectivefeatures Interactionretailer-consumers Perception map
  13. 13. The spread of Media Markt newsworthy 13 1 5 2 8 10 3 4 6 Number of mentions 1 267 Unique authors 1 190 Reach: 11 639 531 Engagement 3 358 1 Есть шанс получить 1 в карму и сделать хорошее дело! 2 #им_новостиНа каждой улице в Европе есть контейнеры, предназначенные для сбора радиоактивного мусора и батареек 3 Всем-всем!! "Переработка батареек в России - время пришло" 4 Российские магазины начнут принимать батарейки от населения 5 Media Markt будет принимать использованные батарейки 6 !!!Новость дня от первоисточника!!! С КОНЦА ОСЕНИ магазины MediaMarkt начинают принимать батарейки от населения. 8 Первое в России предприятие по переработке использованных батареек! 9 Media Markt начнет прием отработанных батареек в Екатеринбурге 10 Другие 9
  14. 14. Results 14 Different types of mentions for different research goals. User opinions cover many sides of brand activities. They are about things that people really care and discuss spontaneous. News and “viruses” circulation as a part of media research, evaluation of PR-effect.
  15. 15. Ex. No2. Ad campaign discussion in SM 15 Ad campaign image monitoring Reasons for spontaneous interest to the Ads Insights about ads perception and engaged audience
  16. 16. Beverage brand 16 Brand mentions – 360 mentions per month Ads mentions – 42 mentions per month (11%) First month of campaign 0 5 10 15 20 25 30 35 40 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 Упоминания бренда Упоминания анализируемой рекламы Brand mentions Ads mentions
  17. 17. 17 Brand mentions – 1700 mentions per month Ads mentions – 800 mentions per month (47%) Soundtrack mentions – 745 mentions (44%) Other ads mentions – 55 mentions (3%) Beverage brand х 4,7 х 19 Second month of campaign 0 20 40 60 80 100 120 140 160 180 200 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Упоминания бренда Упоминания анализируемой рекламы Упоминания саундтрека рекламы Brand mentions Ads mentions Soundtrack mentions
  18. 18. Socio-demographics 18 31% 9% 3% 2% 2% 2% 2% 2% 2% 47% Moscow St. Petersburg Volgograd Novosibirsk Rostov on Don Ufa Ekaterinburg Krasnodar Samara Others Discuss brand 23% 5% 3% 2% 2% 2% 2% 60% Moscow St. Petersburg Novosibirsk Izhevsk Perm Rostov on Don Ufa Others Discuss ads Discuss brand Male Female Discuss ads Male Female Second month of campaign
  19. 19. Results 19 Ad campaign stimulates growth of spontaneous discussions about brand, not only ads. Unexpected context of ad discussion (soundtrack) . Lack of interest in promo mechanics. Where are two different audiences: one is interested in brand, the other – in ads.
  20. 20. Summing up: main advantages of SM Monitoring 20 Organic Conversations Niche Audiences Cost-effective Fast and Flexible Direct access to unfiltered conversation, allowing researcher to understand how consumers discuss the brand or category. Access to incredible amounts of data, including historical data, with the ability to drill down and find niche audiences Quick, cost effective research Changes can be made quickly if the research isn’t being productive or if new avenues need to be explored
  21. 21. Future of the research industry: one more divide 21 Thank you! Pavel Lebedev lebedev@wobot-research.com William C. Pink How Big Data Liberates Research Data analytics Technology Data interpretation Consulting

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