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Poynter lesson 5

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The use of social media research in market research

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Poynter lesson 5

  1. 1. Marketing Research & Social Communication Lesson 5 Social Media Research Ray Poynter 1Ray Poynter, Marketing Research & Social Communication, 2015
  2. 2. Agenda 1. What is social media research? 2. Qualitative social media research 3. Quantitative social media research 4. Sentiment analysis 5. Ethics overview 6. Quiz and assignment for next week Ray Poynter, Marketing Research & Social Communication, 2015 2
  3. 3. Using Social Media & the Web 1. ESOMAR? 2. Ray Poynter? Ray Poynter, Marketing Research & Social Communication, 2015 3
  4. 4. What is Social Media? Very hard to define with precise definitions But, “I know it when I see it” Ray Poynter, Marketing Research & Social Communication, 2015 4 • Facebook • Twitter • LinkedIn • Blogging sites • Video uploading sites • Discussion & chat sites
  5. 5. What is Social Media Research? Narrow Definition • Quant and Qual • Using naturally occurring conversations to conduct market research • Usually the research is into non-Social Media topics such as advertising, customer satisfaction, brand awareness etc. Broad Definition • Qual and Quant • Everything in the narrow definition • Plus – Research into social media – Using social media to recruit respondents – Creating discussions and tasks in social media – MROCs and communities Ray Poynter, Marketing Research & Social Communication, 2015 5
  6. 6. Strengths and Weaknesses Strengths • Not based on artificial questions, e.g. surveys and focus groups • Genuine conversations between real people • Not limited to the agenda of brands and organisations • Answers questions that were never asked Weaknesses • Not everybody uses social media • Are people who they say they are? • Only works for high profile brands and topics • Does not answer many of the questions that brands and organisations want to ask Ray Poynter, Marketing Research & Social Communication, 2015 6
  7. 7. Nivea Black & White Clear Ray Poynter, Marketing Research & Social Communication, 2015 7 https://www.youtube.com/watch?v=yol6h-3nbTc
  8. 8. Nivea Black & White Clear Social Media Research – Discovered the scale of interest and concern in Yellowing of White clothes and White stains on Black clothes Traditional Market Research – Tested the name, pack, ad, price and message Ray Poynter, Marketing Research & Social Communication, 2015 8
  9. 9. Qual Approaches Ray Poynter, Marketing Research & Social Communication, 2015 9 Unstructured data, collected to help understand meaning
  10. 10. Ethnography E-ethnography Netnography Virtual Ethnography Online Ethnography Blogography
  11. 11. Four Steps to Insight 1. Understand the client’s needs 2. Find the discourse 3. Analyse the discourse 4. Synthesise the needs and the analysis
  12. 12. VIP Slots at Next
  13. 13. Trip Advisor Ray Poynter, Marketing Research & Social Communication, 2015 13
  14. 14. TripAdvisor – the Numbers Ray Poynter, Marketing Research & Social Communication, 2015 14
  15. 15. TripAdvisor – the Words Ray Poynter, Marketing Research & Social Communication, 2015 15
  16. 16. TripAdvisor – Good & Bad Ray Poynter, Marketing Research & Social Communication, 2015 16
  17. 17. Ray Poynter, Marketing Research & Social Communication, 2015 17 2007 7,914,098 plays 8,052 comments
  18. 18. Ray Poynter, Marketing Research & Social Communication, 2015 18 https://youtu.be/TnzFRV1LwIo
  19. 19. Quant Approaches Ray Poynter, Marketing Research & Social Communication, 2015 19 Using algorithms to convert social media activity in to numbers and measurement
  20. 20. Nokia’s Decline Google Trends, UK data https://www.google.com/trends/
  21. 21. Beer in Japan, by Year Ray Poynter, Marketing Research & Social Communication, 2015 21
  22. 22. c
  23. 23. Brands on Twitter Ray Poynter, Marketing Research & Social Communication, 2015 23 Social Bakers - http://www.socialbakers.com/statistics/twitter/profiles/japan/brands/
  24. 24. Social Media Research Ray Poynter, Marketing Research & Social Communication, 2015 24
  25. 25. Two Stages Corpus Text Analytics CAQDA
  26. 26. Counting? Created with Wordle
  27. 27. Counting
  28. 28. Sentiment Analysis Ray Poynter, Marketing Research & Social Communication, 2015 28 Positive Positive Negative Neutral
  29. 29. Processing Social Media Ray Poynter, Marketing Research & Social Communication, 2015 29 500,000 comments Human Sample Hybrid Sample then Census Machine Census At the moment, humans are more accurate than machines, but machines are faster and cheaper.
  30. 30. Sample and Population Ray Poynter, Marketing Research & Social Communication, 2015 30 Sam ple Population
  31. 31. iPhone Sentiment Twitter Facebook
  32. 32. Content Analysis Ray Poynter, Marketing Research & Social Communication, 2015 32 Comments on Park Hyatt, from TripAdvisor
  33. 33. Commercial ‘Listening’ Volume Trends SentimentInfluence Content
  34. 34. Ibis, All Seasons, Novotel, Sofitel …. Integration Surveys and Social Media 4000 Accor Hotels 12000 competitor hotels Global dashboard 40 country dashboards 4000 hotel dashboards
  35. 35. Unsolicited, unstructured Unsolicited, structured
  36. 36. Ethics 1. Guidelines 2. Causing offence 3. Marketing and MR 4. Confidence in the results
  37. 37. Public vs Private Declared Public Declared Private Unconsidered Public Assumed Private
  38. 38. Big Picture 1. Social media research is an additional method of conducting research 2. Social media research can be qual or quant, or both 3. Key themes are: Volume, Trends, Sentiment, Influence and Content 4. Ethics are just as important with social media research Ray Poynter, Marketing Research & Social Communication, 2015 41
  39. 39. Before Next Lesson 1. Read Chapter 9 of the Textbook – Social Media Research 2. Watch this TED video with Hans Rosling (http://bit.ly/NewMR_100). At the lesson I want you tell me the main story that Hans Rosling is telling with data. Ray Poynter, Marketing Research & Social Communication, 2015 42
  40. 40. Questions? Ray Poynter, Marketing Research & Social Communication, 2015 43
  41. 41. Quiz Lesson 5 Ray Poynter, Marketing Research & Social Communication, 2015 44 Please complete the quiz sheet Put your name on the sheet

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