Steve nuttall and jess whittaker main stage - 2011

Main
Stage,
November
3,
2011

Are Social Media and Research Meant to be
Together?
Case study of the National Broadband Network
Steve Nuttall, Colmar Brunton and Jess
Whittaker, BuzzNumbers
A
Presenta*on
from
the
Fes*val
of
NewMR
Main
Stage
–

November
3,
2011

Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia
Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Are Social Media and
Research meant to be
together?
Case Study of the National Broadband Network
Jess Whittaker
Product Evangelist
BuzzNumbers
Twitter
@jessdoubleya
Steve Nuttall
Managing Director
Colmar Brunton
@stevenuttall

3

"The more people see two-way engagement and
being able to interact with people all over the
world, I think the less they want to be involved in
structured research ….. if I have something to
say to that company now, there are lots of ways
to say it."
Joan Lewis, Procter & Gamble Co, 2011

“We no longer need a voice of the
customer. The customer has their own
voice and it can be heard in social media
everyday.
So what is next? I am “The Listener of the
Customer.”
All the information we want is on the social
web to help identify new products or services,
refine existing products, improve quality, and
create product design specifications.
And what is even better is this new social
media environment is completely natural and
uncontrived.”

But surely ….
1.  It’s not representative
2.  It’s based on only the
opinions of the vocal
minority
3.  Coding sentiment is
subjective and sometimes
hard to categorise
4.  Too much weight is given to
the large volume of
conversations generated by
only a handful of people

“To demonstrate how social media listening tools
and market research can complement one
another and provide a deeper understanding of
how brands and organisations can better engage
with consumers and citizens”
The Opportunity

To test whether social media monitoring produces
similar results to conventional market research
methods - with a focus on the National
Broadband Network.
The Experiment

Why select the National Broadband
Network as our topic?
1.  Topical 2.  Controversial 3.  Universal

Process overview
Listen -1st Wave
4,255 pieces of
online content
2 weeks in March
Listen - 2nd Wave
2,239 pieces of
online content
1st 2 weeks in August
Ask - 2nd Wave
1,019 responses to
online survey
1st week August
Ask - 3rd Wave
1,017 responses to
online survey
3rd week in October
Listen - 3rd Wave
3,118 pieces of
online content
3rd week in October

What does social and online media
monitoring look like?
Use a listening /monitoring tool to collect & sort relevant conversations about a
company or brand

NBN Digital
Ecosystem
Online
Opinion
Social
Media
News
VideoForums
Blog

Digital media
channels are an
increasingly
important
source of
information
69%
32%
30%
14%
3%
22%
4%
1%
1%
4%
66%
29%
33%
17%
4%
23%
5%
1%
1%
3%
Television
Radio
Newspapers in print
Word of mouth
Other
Newspapers on line
Facebook
Twitter
LinkedIn
Other social media
Through which sources did you hear
about the NBN?
In August 28%
heard through
digital media
channel,
compared to 33%
in October
13
Q2. Through which of the following sources did you last hear something about the NBN? (MR)
Base = 1,017
0

Topics:
Investigate themes
customized to your
research, brand or
competitors.
Mentions:
See the individual mentions
that relate to your keywords
with a brief extract of the
conversation.
Sentiment Grading:
Manually assign sentiments.
Grade by clicking on the
plus, circle, or negative
symbol

What
are
people

saying
about
the

NBN?

What
do
people

want
to
know

about
the
NBN?

How
can
NBN
build

a
digital
comms

programme
that

informs
Australians

about
what
it
really

means
for
them?

Framing the NBN
questions

Three key topics that
people are talking
about
Talk in social media is mainly
about competition and
infrastructure issues.
0
38%
42%
14%
42%
38%
18%
19%
44%
10%
Infrastructure
Competition
Pricing
April August October

The total price the Government is
spending on the NBN
35%
The NBN may not be worth the
investment required
30%
The total price of the NBN rollout
on taxpayers
29%
The effect on telecommunications
prices
26%
Bonuses being paid to NBN
executives
13%
17
Telstra’s participation in the NBN
project
34%
NBN generally being
uncompetitive
18%
How it impacts on
telecommunication companies
and broadband providers
18%
Alternatives to the NBN 17%
Telecommunication control over
the infrastructure - what does this
mean
14%
NBN not using local Australian
technology firms in the rollout
phase
10%
Pricing
53%
Competition
51%
People are reading about price related topics
more than they are talking about them
Q4. What topics or issues are you reading about in relation to the NBN? (MR)
Base = 1017
Delays in rolling out the NBN 31%
The unknowns around the NBN 22%
The limitations of the NBN 19%
The way the NBN will impact on
our digital economy
13%
The NBN rollout in Wollongong 9%
The effects of the rollout on the
environment
7%
Infrastructure
50%

Pricing
“NBN Co has decided to suspend some of its charges to ISPs as the #NBN rolls out. A
win for @simonhackett http://bit.ly/o71uf1” - @joshgnosis
“@Gwyntaglaw @wsj agree as long as it passes a rigorous cost benefit analysis unlike
the nbn.” - @TurnbullMalcolm
“*pops champagne* NBN now has over 50 customers!! Total cost is now under $1 billion
per customer. National building bargain basement styles.” - @cam_sinclair
“Currently I spend $119/mth on Telstra phone + TPG ADSL for 2/0.3 Mbps. Internode
NBN (w/phone) = $79.95/mth for 12/1 Mbps. #bargin #nbn #fb” - @mcilvena

Competition
“Telstra rolling out 4G this month. 4G can deliver internet speeds comparable to the NBN” -
@123InternetAU
“Haven't seen anything yet about latest #NBN release: http://bit.ly/o9ZHke Does this go some way
towards addressing @simonhackett's concerns?” - @Gwyntaglaw
“4G network soon to be available in Brisbane... another NBN fail. http://bit.ly/qgY2D0” - @drwasho
“Can 3G Broadband Compete With The NBN In Brunswick? http://j.mp/pIAN4g” - @vexnews
“Only 0.5% of Telstra’s shareholders voted against the #nbn deal” Breaking: Only 0.5% of Telstra’s share
holders hate the future… - @greenat15

Infrastructure
“Some of the very positive benefits of NBN with e-health demonstration in Kiama roll-out. http://t.co/
VBqazPt #nbn” - @IEUNSWACT
“Shhhh, don't tell the anti-NBN crowd. Data transport via optics saves power and offers immense scope
for tech ad... http://bit.ly/qkpSNH” - @gtveloce
“14 customers connected in Brunswick NBN and the Party celebrates. What an expensive joke. #auspol
@Ross_Greenwood” - @captainbaldrick
“Medical assessments from home made possible by the #NBN http://on.fb.me/bgRWhe #broadband #ftth
#Australia” - @AndrewHeslop“The NBN have published the 12 month rollout schedule as a PDF on their
wedsite, seriously? What is this, 2007?” - @franksting

Winning the communications
battle in social media
32%
41%
36%
40%
Social
media
Main
stream
online
media
PositiveNegative
March 2011 August 2011 October 2011
18%
16%
32%
32%
Social
Media
Main
stream
online
media
16%
22%
25%
26%
Social
Media
Main
stream
online
media

16%
17%
25%
38%
Social
media
Online
omnibus
August 2011
Social media listening
vs. conventional polling
Opinion against the NBN
is almost identical.
But proportion talking in
favour of NBN on social
media has declined.
PositiveNegative
October 2011
18%
15%
32%
38%
Social
media
Online
omnibus
Q1. On balance, how do you feel about the National Broadband Network (NBN)?
Base = 1,017

The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again.
Andre Fernando
Garth
Social media listening vs. polling
Why are the results similar?
Why is negative sentiment so similar - is it
purely by chance?
JaneIkeHeather
Ed
Beverly
Carol
Dianne
Tweeter and Blogger
NBN=
Or do the results tell us something
about how the opinions of influential
people are transmitted through their
social networks and across a digitally
connected population?

-  Extracting the meaning out of
the noise
-  Manual hours of data analysis
-  Privacy settings restrict
analysis
-  Not everything is discussed
online e.g. spicy breakfast
cereal
-  Online language is colloquial/
slang and can be hard to track
at time e.g. IAG = “its all good”
on twitter
What we have learnt?
Weakness

-  Large data sets across a
broad range of sources
-  Cost effective software
-  Easy to set up
-  Raw opinions there is no
agenda – able to observe
rather than ask questions
-  Real time insights
-  Location Based
-  Huge scope for analytics
What have we learnt?
Opportunities

8 key questions
you should think
about
1. Who’s doing the
talking?
2. What are
people saying?
3. Where do
conversations
start?
4. Where do
conversations go?
5. Who gets
noticed?
6. Whose voice is
the loudest?
7. Who do I need
to engage?
8. How should I
engage with
them?

Q & A
Jess
Whi>aker

BuzzNumbers

Steve
Nu>all

Colmar
Brunton

Sue
York

NewMR

Steve nuttall and jess whittaker main stage - 2011

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