Ray Poynter - Festival of NewMR - 2010

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Ray Poynter

Ray Poynter's presentation to the Festival of NewMR 2010

Marketing

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
How can we turn online
discussions into insight?
Ray Poynter
The Future Place

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
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

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Strategies & Approaches
1.  Netnography
2.  Create Discussions
3.  Mass Techniques

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Spectrum of Role
Complete

Observer

Complete

Par0cipant

Par0cipant/
Observer

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Analysis Options
Discourse

Analysis

Grounded

Theory

Conversa5on

Analysis

Semio5cs

Hermeneu5cs

Coun5ng

Words

NLP

Mathema5cal

Models

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Create Discussions

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
The Four Rs
Reading

Reﬂexivity

Wri5ng

Respect

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Mass Techniques
Volume

Trends

Sen5ment
Inﬂuence

Content

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Ethics
1.  Guidelines
2.  ScrapeGate, Google, Facebook
3.  Marketing and MR
4.  Confidence

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Public vs Private
Declared

Public

Declared

Private

Unconsidered

Public

Assumed

Private

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
In
Facebook
I
discover
the
“ACME
TV
and
Video”
page
which
has
a
wide
variety

of
posts
on
it
from
people
who
use,
or
like
or
are
interested
in,
ACME
TVs
and

ACME
videos.
Because
I
do
not
want
to
keep
visi0ng
the
site
I
create
a
script
in

my
favourite
web
scraper
to
log
in
every
day
and
to
collect
all
new
posts
and
to

put
them
in
a
database
for
me.

For
my
client,
a
major
electronics
company
based
in
the
US,
I
produce
a
report,

based
on
social
media,
looking
at
the
diﬀerent
social
contexts
of
the
consumers

home
electronics.
I
note
within
this
ACME
page
a
200
word
poem
wriQen
by
a

contributor
who
writes
that
her
neighbour’s
8
year
old
daughter
is
oTen
leT
at

home
on
her
own
and
uses
the
TV
to
feel
less
alone
and
lonely.

In
my
report
I
include
a
copy
of
the
poem
and
I
men0on
that
it
is
taken
from
the

ACME
TV
page.
However,
in
order
to
protect
the
'respondent
anonymity',
I

change
her
name
to
some
ﬁc00ous
name.

Note,
this
is
a
hypothe0cal
case,
it
did
not
happen
this
way!!

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Key Points
1.  This is going to be BIG!
2.  There will be disasters!
3.  Software is better at finding corpora than
analysing them
4.  Know what model you are applying
5.  Ensure your client knows what
confidence they can place on findings

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Thank you
Ray Poynter
The Future Place

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Q & A
Ray
Poynter
and
Jeﬀrey
Henning

Speaker Ray Poynter, The Future Place, UK
Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Ray Poynter
Read
Ray’s
blog
@
hQp://thefutureplace.typepad.com/

Follow
Ray’s
tweets
at
@
hQp://twiQer.com/raypoynter

Connect
with
Ray
on
LinkedIn
@
hQp://uk.linkedin.com/in/raypoynter

Find
out
about
Ray’s
book
at
@
hQp://bit.ly/cmFnbo

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Ray Poynter - Festival of NewMR - 2010

1. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) How can we turn online discussions into insight? Ray Poynter The Future Place

2. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

3. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

4. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) 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

5. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Strategies & Approaches 1.  Netnography 2.  Create Discussions 3.  Mass Techniques

6. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

7. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Spectrum of Role Complete Observer Complete Par0cipant Par0cipant/ Observer

8. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Analysis Options Discourse Analysis Grounded Theory Conversa5on Analysis Semio5cs Hermeneu5cs Coun5ng Words NLP Mathema5cal Models

9. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Create Discussions

10. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) The Four Rs Reading Reﬂexivity Wri5ng Respect

11. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Mass Techniques Volume Trends Sen5ment Inﬂuence Content

12. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Ethics 1.  Guidelines 2.  ScrapeGate, Google, Facebook 3.  Marketing and MR 4.  Confidence

13. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Public vs Private Declared Public Declared Private Unconsidered Public Assumed Private

14. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) In Facebook I discover the “ACME TV and Video” page which has a wide variety of posts on it from people who use, or like or are interested in, ACME TVs and ACME videos. Because I do not want to keep visi0ng the site I create a script in my favourite web scraper to log in every day and to collect all new posts and to put them in a database for me. For my client, a major electronics company based in the US, I produce a report, based on social media, looking at the diﬀerent social contexts of the consumers home electronics. I note within this ACME page a 200 word poem wriQen by a contributor who writes that her neighbour’s 8 year old daughter is oTen leT at home on her own and uses the TV to feel less alone and lonely. In my report I include a copy of the poem and I men0on that it is taken from the ACME TV page. However, in order to protect the 'respondent anonymity', I change her name to some ﬁc00ous name. Note, this is a hypothe0cal case, it did not happen this way!!

15. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Key Points 1.  This is going to be BIG! 2.  There will be disasters! 3.  Software is better at finding corpora than analysing them 4.  Know what model you are applying 5.  Ensure your client knows what confidence they can place on findings

16. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Thank you Ray Poynter The Future Place

17. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Q & A Ray Poynter and Jeﬀrey Henning

18. Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London) Ray Poynter Read Ray’s blog @ hQp://thefutureplace.typepad.com/ Follow Ray’s tweets at @ hQp://twiQer.com/raypoynter Connect with Ray on LinkedIn @ hQp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hQp://bit.ly/cmFnbo

Ray Poynter - Festival of NewMR - 2010

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Ray Poynter - Festival of NewMR - 2010