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Annie pettit training day - 2012
- 1. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 A Presenta*on from The Fes*val of NewMR – Training Day 3 December 2012 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit NewMR.org Sponsored by: See the eXhib:on for booths from media partners & supporters 5 Tips for Great Social Media Research Annie PeCt, Conversi:on
- 2. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 5 Tips for Great Social Media Research By Annie Pettit Chief Research Officer @LoveStats @Conversition
- 3. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Have a Research Objective • Traditional Research – Usage and Attitudes – Segmentation – Brand/Ad Tracking – Custom Research 1
- 4. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Social Media Research Objective “Lemme see whuchu got” NOT an objective IS a recipe for failure
- 5. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Actionable Research Objectives • Do consumers like the ad we just launched on television? • Do consumers like the features of my product? • Is Facebook a good place to advertise my product? • Should I develop my product in a larger size?
- 6. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Know What Brands Will Work2
- 7. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Revenues>$25 billion • Berkshire Hathaway • McKesson • AmerisourceBergen • Archer Daniels Midland • Wellpoint • INTL FCStone • Lockheed Martin • Express Scripts • Hess • Ingram Micro Hard for unknown companies to research their own brand
- 8. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 • Johnson & Johnson • PepsiCo • Merck • Unilever • Dupont Hard for untalked about companies to research their own brand 8 What exactly do they make? I prefer to chat about Lipton I prefer to chat about Clari*n I prefer to chat about Neutrogena I prefer to chat about Pepsi
- 9. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 • Annie’s Bakery • Joe’s Corner Store • Little Rock Tackle Shop • Lexington Spa and Nails • Jacksonville Coffee Stop • Rockland Best Ice Cream Shoppe Harder for local/small businesses to research their own brand 9
- 10. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Large consumer facing companies can measure anything
- 11. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 What is a large consumer facing company?
- 12. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Remember Research Basics3
- 13. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Large Sample Sizes Example 1 • Men = 49.9% in favour • Women = 50.1% in favour • Sample size = 2 million • p<0.005 (This is statistically significant) 0 10 20 30 40 50 Women Men
- 14. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Small Sample Sizes Example 2 • Men = 63% in favour • Women = 37% in favour • Sample size = 20 • P>0.05 (This is NOT statistically significant) 0 10 20 30 40 50 Women Men
- 15. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Be Prepared to Lose Research Basics4
- 16. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Female, White, Not Hispanic, No children, Graduate Degree, Owns a home, Country Male, White, Hispanic, 3 children, Graduate Degree, Owns a condo, city Cannot identify geo/demographics
- 17. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Collaborate5
- 18. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 The Mickey Mouse Triad of Excellence Online Surveys Mobile Research Social Media Listening
- 19. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 The Mickey Mouse Triad of Excellence Online Surveys Mobile Research Social Media Listening Get census rep here Get instant in store experience here Get unsolicited, unaltered consumer voice here
- 20. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Have a research objective Understand which brands can use listening research Don’t forget your research basics Be prepared to lose some research basics Collaboration is your friend The Five Tips 1 2 3 4 5
- 21. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Thank you Annie Pettit Conversition
- 22. Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2 Annie Pettit Read Annie’s blog @ hSp://lovestats.wordpress.com/ Follow Annie’s tweets at @ hSp://twiSer.com/lovestats Connect with Annie on LinkedIn @ hSp://ca.linkedin.com/in/anniepeCt Find out about Annie’s book at @ hSps://lovestats.wordpress.com/book/