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Social Media Research - 2015
Ray Poynter, UK, May 2015
Social Media Research – 2015
An updated review
Ray Poynter
The Futu...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Agenda
The Promise
The Challenges
The Successes
The Future
Q & A
Social Media Research - 2015
Ray Poynter, UK, May 2015
The Promise – 10 Years Ago
Why listen to some of us
(e.g. surveys &...
Social Media Research - 2015
Ray Poynter, UK, May 2015
The Challenges
Observations
• SMR can answer questions not asked,
b...
Social Media Research - 2015
Ray Poynter, UK, May 2015
https://www.visioncritical.com/social-customers/
Social Media Research - 2015
Ray Poynter, UK, May 2015
Google Flu Trends
http://www.google.org/flutrends/ May 2015
Social Media Research - 2015
Ray Poynter, UK, May 2015
Google Flu Trends - Japan
Social Media Research - 2015
Ray Poynter, UK, May 2015
Google Flu – the failures
Social Media Research - 2015
Ray Poynter, UK, May 2015
Flu Near You – a crowdsourced approach
Social Media Research - 2015
Ray Poynter, UK, May 2015
SMR and Gartner’s Hype Cycle
Peak of inflated expectations (2008)
T...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Predicting Tracking Results from SM
• TNS are leading the public
fr...
Social Media Research - 2015
Ray Poynter, UK, May 2015
BT Study
BT Case Study: http://bit.ly/NewMR_113
Net Easy – key metr...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Social Media Research - 2015
Ray Poynter, UK, May 2015
Twitter and Facebook Analytics
• Think of Facebook and Twitter as a...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Big SMR Projects are Often
Better than Small Ones
For example:
– Tr...
Social Media Research - 2015
Ray Poynter, UK, May 2015
NewMR/GreenBook SM Project
Highlighting Success in SMR
• Data colle...
Social Media Research - 2015
Ray Poynter, UK, May 2015
‘Traditional’ SMR Still Happening
• Kraft: Noticed trend on
‘Cut’, ...
Social Media Research - 2015
Ray Poynter, UK, May 2015
The Near Future
Standalone SMR
– Systems will get better AND
cheape...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Big Picture
In terms of Gartners’ hype cycle:
– We’ve had Peak of I...
Social Media Research - 2015
Ray Poynter, UK, May 2015
Thank You!
Social Media Research - 2015
Ray Poynter, UK, May 2015
Q & A
Ray Poynter
The Future Place
Sue York
Handbook of Mobile
Mark...
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Ray Poynter Social Media Research in 2015

Ray Poynter from The Future Place provides an updated review of Social Media Research in this #NewMR webinar.

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Ray Poynter Social Media Research in 2015

  1. 1. Social Media Research - 2015 Ray Poynter, UK, May 2015 Social Media Research – 2015 An updated review Ray Poynter The Future Place & NewMR 28 May 2015 #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard
  2. 2. Social Media Research - 2015 Ray Poynter, UK, May 2015 Agenda The Promise The Challenges The Successes The Future Q & A
  3. 3. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Promise – 10 Years Ago Why listen to some of us (e.g. surveys & focus groups), when you can listen to all of us? (i.e. social media) Shift from the brand’s agenda to the customer’s agenda Social media research forecast to replace MR – Just like big data is now going to replace MR Treat everybody as an individual, demographics are out of date
  4. 4. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Challenges Observations • SMR can answer questions not asked, but can be weak on questions that are being asked • SMR tools being used less by client- side insight teams • But use by sales, marketing, PR etc. increasing • Considerable doubts about ‘Sentiment Analysis’ • What does SMR miss?
  5. 5. Social Media Research - 2015 Ray Poynter, UK, May 2015 https://www.visioncritical.com/social-customers/
  6. 6. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu Trends http://www.google.org/flutrends/ May 2015
  7. 7. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu Trends - Japan
  8. 8. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu – the failures
  9. 9. Social Media Research - 2015 Ray Poynter, UK, May 2015 Flu Near You – a crowdsourced approach
  10. 10. Social Media Research - 2015 Ray Poynter, UK, May 2015 SMR and Gartner’s Hype Cycle Peak of inflated expectations (2008) Trough of disillusionment (2013) Slope of enlightenment (now) Plateau of productivity (soon)
  11. 11. Social Media Research - 2015 Ray Poynter, UK, May 2015 Predicting Tracking Results from SM • TNS are leading the public front on this one • They have found that SMR can predict tracking scores about 8 weeks in advance – Making tracking a lot more useful and cheaper – Their model is based in using SMR and surveys – Hybrid human/machine • SMR is not being used to be representative, it is used to be predictive • TNS studied 61 brands • R2 of 0.9 with tracking, up to 8 weeks in advance – SMR relates more closely than attributes to brand equity – And to sales data TNS Paper : http://bit.ly/NewMR_112
  12. 12. Social Media Research - 2015 Ray Poynter, UK, May 2015 BT Study BT Case Study: http://bit.ly/NewMR_113 Net Easy – key metric for success • DebateScape to trawl social media • Focus & repetition allow automation • Social used to resolve problems • AND, as an input to key metrics • Lowered costs of operation by $3 million a year
  13. 13. Social Media Research - 2015 Ray Poynter, UK, May 2015
  14. 14. Social Media Research - 2015 Ray Poynter, UK, May 2015 Twitter and Facebook Analytics • Think of Facebook and Twitter as advertising platforms – rather than as social networks • Becoming leaders in Market Mix Models and Predictive Analytics • Tracking/attribution options beyond simple tools such as cookies • Experiments and models
  15. 15. Social Media Research - 2015 Ray Poynter, UK, May 2015 Big SMR Projects are Often Better than Small Ones For example: – Tracking studies – BT and services – CRM and service integration – Market Mix Modelling – Test and learn cycles Because – Predictive analytics are expensive to set up, but cheap to run – The best text analytics = machine learning with human training – slow & expensive to create, but cheap and fast to run
  16. 16. Social Media Research - 2015 Ray Poynter, UK, May 2015 NewMR/GreenBook SM Project Highlighting Success in SMR • Data collection May 2015 • Using SMR to research the world of MR • Reporting in June 2015 Participants Include: • Valerie Esqueda, CultrDig • Andrew Jeavons, Mass Cognition • Daniel Fazekas, Bakamo Social • Mary Aviles, Connect 4 Marketing • Janet Gunner, MMR International • Cyndi De Vries, Interact RDT • Sue Bell, Susan Bell Research • Preriit Souda, TNS • Tim Burke, Affinio
  17. 17. Social Media Research - 2015 Ray Poynter, UK, May 2015 ‘Traditional’ SMR Still Happening • Kraft: Noticed trend on ‘Cut’, ‘Blood’ & ‘Salad Dressing’ – a new bottle was causing problems, quickly identified and fixed, thanks to SMR • Starbucks: MyStarbucksIdea: still delivering 1000s of ideas • Scottish Referendum: The Drum correctly called a Yes result from social media listing • Argos: UK retailer used listening to help opening 53 new stores, identifying issues and responding to trends. • ESPN: Partnered with TfL to show football results on London Underground displays, monitored Twitter to track interest in the campaign
  18. 18. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Near Future Standalone SMR – Systems will get better AND cheaper, and easier to use – Sentiment analysis will improve – The SM world will keep changing, so re-calibration essential – Range extended to all languages and scripts Integration – With survey and other conventional research – With panels, communities, mobile, passive & big data – more complex maths/stats – With marketing and service delivery – Unlikely to be managed by the insights team
  19. 19. Social Media Research - 2015 Ray Poynter, UK, May 2015 Big Picture In terms of Gartners’ hype cycle: – We’ve had Peak of Inflated Expectations & Trough of Disillusionment – We’re on the Slope of Enlightenment & on the way to Plateau of Productivity The key seems to be integration – Integration with big data – Integrations with other market research – Integration with marketing and service delivery
  20. 20. Social Media Research - 2015 Ray Poynter, UK, May 2015 Thank You!
  21. 21. Social Media Research - 2015 Ray Poynter, UK, May 2015 Q & A Ray Poynter The Future Place Sue York Handbook of Mobile Market Research #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard

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