Raw Honest Truth v2.0: Panel-based Social Media Research

1. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
A
presenta*on
from
the
NewMR
‘Listening
is
the
New
Asking’
Text
Analy*cs
Event
-­‐
March
8
2011
The
sponsor
of
the
‘Listening
is
the
New
Asking’
event
is
Zinc
Research
For
more
informa*on
about
NewMR
events
visit
newmr.org
The
copyright
for
this
material
is
jointly
owned
by
The
Future
Place
and
the
presenter.
‘Raw
Honest
Truth
v2.0:
Panel-­‐based
Social
Media
Research’
Carol
Sue
Haney
Harris
Interac*ve,
USA

2. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Raw Honest Truth v2.0:
Panel-based
Social Media Research
Carol Sue Haney
Harris Interactive

3. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The
great
brands
of
yesterday
told
the
best
stories
about
themselves;
the
great
brands
of
tomorrow
will
be
those
where
people
tell
the
best
stories
about
them.
The
world
has
changed…

4. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Turning to social media for advice
Growth
and
size
of
brand
Facebook
microsites
•
Coca-­‐Cola:
96.0K
22.1M
•
Starbucks:
78.9K
19.4M
•
Oreo:
71.6K
16.5M
•
Ski]les:
51.3K
14.9M
•
Red
Bull:
40.8K
15.0M
•
Victoria’s
Secret:
32.7K
11.3M
•
Pringles:
20.9K
8.9M
•
Starburst:
29.7K
7.4M
•
Ferrero
Rocher:
29.9K
7.4M
•
Dr
Pepper
39.2K
7.7M
Online,
people
are
using
their
personal
networks
and
overlapping
into
corporate-­‐sponsored
networks
(microsite)
to
make
purchasing
decisions
How
many
social
media
users
turn
to
social
media
when
making
purchase
decisions:
28%
14%
26%
14%
23%
18%
17%
17%
11%

5. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
• 2%
I
want
a
relaEonship
• 27%
Give
Advice
• 8%
Ask
Advice
• 2%
Personality
Tests
• 1
%
Maybe
I
will
use
online
daEng
• 1%
I’m
returning
to
online
daEng
• 12%
Sarcasm
• 4%
Don’t
use
service
• 3%
Beware
of
online
daEng
• 2%
I’m
giving
up
on
online
daEng/hate
daEng
• 19%
Best
of
luck
• 8%
Good
match
• 2%
Using
online
daEng
service
right
now
Neutral
NegaEve
PosiEve
• 9%
Bad
Match/
No
Match/
Hard
to
Match

6. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Demographics
Online
PopulaEon
RL
Panel
Weight
Factor
Gender
Male
50%
34%
1.5
Female
50%
66%
0.8
Age
18-­‐24
15%
10%
1.6
25-­‐34
20%
21%
1.0
35-­‐44
22%
20%
1.1
45-­‐54
20%
24%
0.8
55-­‐64
14%
19%
0.8
65+
9%
7%
1.3
Income
$15,000
or
less
7%
10%
0.8
$15,001
to
$25,000
9%
10%
0.9
$25,001
to
$35,000
10%
12%
0.9
$35,001
to
$50,000
14%
16%
0.9
$50,001
to
$75,000
22%
21%
1.0
$75,001
to
$100,000
18%
14%
1.3
$100,000
or
over
19%
17%
1.1
Panel-based social
media research links
internet, surveying and
behavioral streams of
data together - all from
the same group of
individuals - creating a
single-source panel that
you can…
Listen to
Interact with
Observe
Quantify

7. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
82%
of
all
U.S.
online
users
use
social
networking
and
75%
belong
to
Facebook
21%
have
posted
about
a
brand
one
or
more
Emes
36%
have
posted
comments
directly
on
a
Facebook
brand
page
54%
have
clicked
the
“like”
buZon
on
a
Facebook
page
for
a
brand
or
company
*
Harris-­‐sponsored
study,
data
collected
last
Feb
2011

8. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
The conversation is different
Facebook
Fans
Panel-­‐based
listening
Base
=
823
Base
=
917
Travel
Rewards

9. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Cutting out marketer noise: what real people say
Case Study: Diet Coke Love It Light
MethodOpportunity Findings
listen
real-­‐*me
to
a
pre-­‐
screened
panel
of
over
30K
people
No
marketers
or
online
media
are
within
the
panel
We
listened
to
over
26
million
online
conversa*ons
from
our
panelists
looking
for
men*ons
of
the
Love
It
Light
campaign
A
major
distributor
is
told
that
"Diet
Coke
Love
it
Light"
campign
is
a
marke*ng
success
with
people
in
social
media
But...
is
the
distributor
listening
to
themselves
marke*ng
the
campaign,
or
are
real
people
talking
about
the
campaign?
Real
people
don't
use
the
term
"Diet
Coke
love
it
light"
in
online
conversaEons;
they
say
Diet
Coke
Here's
how
real
people
use
"Diet
Coke"
and
"love":
My
mom
is
addicted
to
Diet
Coke.
Every*me
we
visit
her
she
always
greets
me
with
a
fresh
diet
coke
in
a
can.
Now
that's
love.
:)

10. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Quick Case Study

11. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Client
develops
marke*ng
materials
that
be]er
connect
with
people
at
emo*onal
levels.
Deepening
target
people
emo*onal
connec*ons
with
SuperHair
Social
Media
Research
Discovery
Triggers…
Qual
Technique
That…
Feeds
Further
Insights…
Step
1
Social
Media
Research
Discovery
Step
3
Social
Media
Research
Valida*on
of
new
findings
Step
2
Qual
Focus
Group

12. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Who is talking about SuperHair
Age
Gender
Income
Region
AnEcipated
target
segment
Wealthier
than
anEcipated
12

13. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Female,
47
years
old,
lives
in
Arizona,
makes
between
$75K-­‐99.9K
and
is
an
RN:
Epic
haircoloring
error
with
SuperHair...
now
what
the
heck
am
I
going
to
do
with
bright
magenta
roots????
I
wanted
red,
but
this
is
just...oy.
Give
me
the
run
down,
maybe
i
can
get
a
be]er
idea
what
you
have
done.
But
what
i
would
say
just
from
this:
go
to
Hair
Supply
and
get
NewBrand
Neutral
Brown
an
N
and
an
R,
level/number
will
depend
on
how
dark
you
want
it,
and
start
there,
or
come
see
me
tomorow.
I
used
SuperHair
Organic
Roasted
Coffee
...
Followed
the
box
direc*ons,
avoiding
roots
un*l
last
10
minutes.
The
rest
of
my
hair
is
exactly
the
shade
I
wanted,
rich
medium
to
dark
auburn.
But
the
roots...
holy
crikey,
bright
freaking
magenta.
Try
redoing
it
with
ColorSafe
mahogany
…
much
be]er
now
…
the
smell
is
horrible
tho
Excerpt
6
other
posts
What
good
is
the
organic
if
it
is
going
to
act
just
like
a
bleach
chemical?
In-line (neutral): “Organic” used in competing product name
13
Raw honest truth…

14. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
In-line (negative): “Organic he-woman”
Female,
29
years
old,
lives
in
NYC,
is
in
college:
She
smells
like
that
kind
of
organic
he-­‐woman
who
handles
cow
manure
all
day.
Yuck!
14
Raw honest truth…

15. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

16. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Sentiment: positive, negative, and neutral
Sen*ment
scale
of
intensity,
from
-­‐.5
to
+
.5
Drillable
to
the
post,
the
conversa*on,
and
panelist
a]ributes
16

17. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Step
2:
qualita*ve
findings
Aqer
the
ini*al
social
media
research
steps,
during
the
qual
exercise,
we
find
and
deep-­‐dive
on
new
ideas,
such
as
“great
hair
day”
or
“look
and
feel
good.”
17

18. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Step
3:
Valida*on
of
qualita*ve
findings
We
then
review
the
conversaEons
around
those
new
qual
concepts.
Those
new
concepts
bring
with
them
their
own
segmenta*on.
For
example,
we
found
with
the
SuperHair
research
that
females
who
discuss
“good
hair
days”
are
outside
our
original
target,
18-­‐24
year
olds:
why
do
chicks
take
their
profile
pics
from
up
in
the
air????
Because
we
think
we
look
good
that
day
(good
hair
day,
nice
makeup)
so
we
think
‘OMG!!.new
facebook
pic’
and
we
take
it
ourselves!
Female,
28
years
old,
from
the
South,
$50K+
income:
Male,
42
years
old:
18

19. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Thank you
Carol Sue Haney
Harris Interactive

20. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Q & A
Carol
Sue
Haney
Harris
Interac*ve
Ray
Poynter
The
Future
Place

21. Carol Sue Haney, Harris Interactive, USA
NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011
Carol Haney
Follow
Carol’s
tweets
at
@
h]p://twi]er.com/raypoynter
Connect
with
Carol
on
LinkedIn
@
h]p://www.linkedin.com/pub/carol-­‐sue-­‐haney/0/751/21
Read
Harris
Interac*ve’s
thought
leaders
@
h]p://www.harrisinterac*ve.com/insights/blogthehighway.aspx/