Validating Social Media Findings
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Is it real? Using conven1onal research to validate and quan1fy social media findings
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Validating Social Media Findings
- 1. A Presenta*on from the NewMR “Social Media Research” Event 9 October, 2012 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org Is it real? Using conven1onal research to validate and quan1fy social media findings Joanne Woolmer, Vision Cri1cal
- 2. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Is it real? Using conventional research to validate and quantify social media findings. Joanne Woolmer, Vision Critical, London, UK
- 3. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 1. Social media usage – What are people really doing 2. An iPhone 5 case study – What social media was saying – Evalua:ng the buzz 3. Conclusions and recommenda:ons Agenda
- 4. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 UK Sta:s:cs Facebook users, 30 million 49% (in March 2012) 1% of Facebook users = approx. 300K Source: InternetWorldStats Internet users 53 million 84% of the popula:on
- 5. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Usage 72% 62% 28% 15% 5% 4% 4% 64% 38% 18% 7% 3% 1% 1% Social Media in Last Year and Last Week Year Week Base: 2005, Sept 2012, Springboard UK
- 6. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Case Study Topic: iPhone 5 launch
- 7. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 1. Monitored any emerging studies post launch to inform our case study. 2. Listened to the buzz of social media post launch using a social media monitoring tool. 3. Followed up with a quan:ta:ve survey on our na:onal Springboard panel to validate and quan:fy findings. Approach
- 8. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Monitoring Scale -‐ size of buzz in social media “Big Deal or Big Disappointment”, Annie Pect, Conversi:on, 3rd October 2012.
- 9. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 iPhone 5 Launch Scale -‐ size of buzz in social media Quan:ta:ve Survey: Pre launch -‐ 81% aware of iPhone 5 launch
- 10. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 The UK iPhone 5 Twifer Sen:ment Analysis 22 21 56 Manual 6 5 89 Automated Base: 444 tweets – 13th September 2012 Posi:ve Nega:ve Neutral
- 11. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Response to Launch 31 15 25 15 15 Not at all A lot Want an iPhone 5? Are all views equal?
- 12. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 The Posi:ve Story Neutral 39 69 64 29 7 2 Total Want an iPhone 5 36 65 57 33 6 2 Total Want an iPhone 5 4G Camera 31 59 63 39 6 2 Total Want an iPhone 5 Memory 31 61 61 37 8 2 Total Want an iPhone 5 30 60 64 38 6 2 Total Want an iPhone 5 Design Apps 27 53 65 44 8 3 Total Want an iPhone 5 BaRery Posi:ve Nega:ve
- 13. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 o2 and 4G In the social media monitoring o2 was one of the main men:ons An omni used to explore preferred network? o2 = 32% Amongst non-‐o2 people an open-‐end asked – “Why?” 9% cited 4G concerns The topic was suggested via SM, but validated and quan:fied via a survey
- 14. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Conclusions and Recommenda:ons 1. Listening to SM is a must! 2. But it is a blunt and uncalibrated tool 3. Iden:fying who you are listening to is important 4. Social media can be used in conjunc:on with surveys 5. To work out what is real and how big it is
- 15. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Thank you Joanne Woolmer
- 16. Q & A Ray Poynter VCU, Vision Critical Joanne Woolmar Vision Critical Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
- 17. Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2 Joanne Woolmer Contact Joanne @ joanne.woolmer@visioncri:cal.com Follow Jo’s tweets at @ hfp://twifer.com/JoWoolmer_VC Connect with Jo on LinkedIn @ hfp://uk.linkedin.com/in/joannewoolmer
- 18. A Presenta*on from the NewMR “Social Media Research” Event 9 October, 2012 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org Is it real? Using conven1onal research to validate and quan1fy social media findings Joanne Woolmer, Vision Cri1cal