Hallmark’s Journey into Social Media<br />Experiences and Learnings<br />
LISTENING<br />J.C. Hall<br />(1891 - 1982)<br />
Social Media Listening<br />2000 - launched first consumer community for the purpose of research.   <br />2005 – pilot w/ ...
1 Hard Question“Is there a framework we can use to understand social media data?”<br />3 “Simple” Questions<br />“Can we u...
Hard Question“Is there a framework we can use to understand social media data?”<br />
Social Media Analysis Space?<br />Discovery<br />Understanding people<br />Uncovering white space<br />Topics + dashboard<...
Consumer Leads<br />Focus<br />We Lead<br />Single Stakeholder<br />Multiple Stakeholders<br />Breadth of Learning<br />Ha...
Consumer Initiated Conversation<br />Hallmark Initiated Conversation<br />Single Stakeholder<br />Multiple Stakeholders<br...
9<br />Dimensions of listening<br />Feedback is more about the brand and rational<br />Discovery is more about the consume...
Listening activities tend to fall towards feedback and tactical<br />Source: CEB<br />
Research Landscape<br />Structured Data – it is what we made it<br />PA’s<br />Multivariate<br />Trackers<br />……<br />Foc...
3 “Simple” Questions<br />“Can we use social media sources to get new product ideas?”<br />“Can we use social media data t...
What Did We Conclude?<br />Getting “New” Product ideas is very hard!<br />If you do lots of traditional research and ideat...
Some Thoughts on In-Season Marketing<br />Twitter promotional sweepstakes generated major spikes in Hallmark Ornament Ment...
What Did We Conclude?<br />Beware of making any marketing suggestions without having Marketing in the design and analysis ...
Thoughts Going Forward<br />
What Have We Learned About Social Media?<br />There are new vendors emerging daily in the social media listening space.  <...
What Have We Learned About Social Media?<br />Social media data is messy (spam, advertising, porn, context) and requires s...
What Have We Learned About Social Media?<br />Clear and specific listening objectives are essential to getting meaningful ...
Social Media Data is…<br /><ul><li>Self-selecting/Opt-in–
Participants who create social media content must opt-in or choose to participate.
They may or may not represent your target consumer.
They do not necessarily constitute a “probability sample” of the population.
The researcher is not establishing the topic and controlling the conversation, but rather listening to whatever is posted....
Social Media Data is…<br />+ Longitudinal and Instance-based – <br />Tradtional MR is usually instance-based feedback/insi...
Social Media Data is…<br />+ Self-recording/Archival – <br />Conversations, both public and private, within the social med...
Paradigm Shifts for the World of Market Research<br /><ul><li>Data Transparency – </li></ul> <br /><ul><li>Data Ownership –  
Blurring Boundaries between Research and Other Divisions – </li></li></ul><li>Paradigm Shifts for the World of Market Rese...
Blurring of Qualitative and Quantitative –  
Re-thinking Sampling –
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Hallmark's Journey into Social Media | Hallmark @ MRMW 2011

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Using social media for market research and new product development: the case of Hallmark:

- Evaluating the use of social media data as a research tool.
- Sharing what we learned and observed from a specific project: what worked and what didn’t.
- Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.

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Hallmark's Journey into Social Media | Hallmark @ MRMW 2011

  1. 1. Hallmark’s Journey into Social Media<br />Experiences and Learnings<br />
  2. 2. LISTENING<br />J.C. Hall<br />(1891 - 1982)<br />
  3. 3. Social Media Listening<br />2000 - launched first consumer community for the purpose of research. <br />2005 – pilot w/ Umbria to understand the Hallmark brand in the social space. <br />2007 - pilot with Spiral 16 to understand Influential Bloggers. <br />2009 - major RFP with 8 vendors – find partner for research and marketing. <br />2010 - consulted with Ben Smithee; contracted with Collective Intellect for a look into holidays, ornaments.<br />
  4. 4. 1 Hard Question“Is there a framework we can use to understand social media data?”<br />3 “Simple” Questions<br />“Can we use social media sources to get new product ideas?”<br />“Can we use social media data to create marketing interventions ‘in season?’”<br />“Could we use social media data to help understand people and their lives?”<br />
  5. 5. Hard Question“Is there a framework we can use to understand social media data?”<br />
  6. 6. Social Media Analysis Space?<br />Discovery<br />Understanding people<br />Uncovering white space<br />Topics + dashboard<br />What you’re trying to accomplish<br />Specific Topic<br />Open Search<br />Ways of approaching the data<br />“Ocean” of Data<br />Small “pond” of data<br />Brand Reputation<br />KPI’s<br />Monitoring<br />Source: Hallmark CU&I, 2010<br />
  7. 7. Consumer Leads<br />Focus<br />We Lead<br />Single Stakeholder<br />Multiple Stakeholders<br />Breadth of Learning<br />Hallmark Social Media “Listening” Activities <br />
  8. 8. Consumer Initiated Conversation<br />Hallmark Initiated Conversation<br />Single Stakeholder<br />Multiple Stakeholders<br />Breadth of Learning<br />Listening audit showed that activities are many and varied<br />Focus of Conversation<br />
  9. 9. 9<br />Dimensions of listening<br />Feedback is more about the brand and rational<br />Discovery is more about the consumer and emotional<br />Source: CEB<br />
  10. 10. Listening activities tend to fall towards feedback and tactical<br />Source: CEB<br />
  11. 11. Research Landscape<br />Structured Data – it is what we made it<br />PA’s<br />Multivariate<br />Trackers<br />……<br />Focus<br />Groups<br />Communities<br />Ethnography<br />Observation<br />Qualitative<br />Quantitative<br />Social Media<br />Unstructured Data – it is what it is<br />Where does social media data play in the research landscape?<br />
  12. 12. 3 “Simple” Questions<br />“Can we use social media sources to get new product ideas?”<br />“Can we use social media data to create marketing interventions ‘in season?’”<br />“Can we use social media data to help understand people and their lives?”<br />
  13. 13. What Did We Conclude?<br />Getting “New” Product ideas is very hard!<br />If you do lots of traditional research and ideation, chances are you’ve heard of thought of everything you will uncover through social media.<br />
  14. 14. Some Thoughts on In-Season Marketing<br />Twitter promotional sweepstakes generated major spikes in Hallmark Ornament Mentions<br />Hallmark Gold Crown store visits emerged as a conversational theme - how could that be leveraged?<br />Emotional connection to Hallmark brand ornaments vs. those bought in Wal-Mart or Target – how could that be leveraged?<br />Focus on connecting the troops and their families – what would that look like?<br />
  15. 15. What Did We Conclude?<br />Beware of making any marketing suggestions without having Marketing in the design and analysis discussions!<br />Research in social media begins to “rub up against” Marketing and can create friction!<br />
  16. 16. Thoughts Going Forward<br />
  17. 17. What Have We Learned About Social Media?<br />There are new vendors emerging daily in the social media listening space. <br />Most vendors provide the same capabilities – it is hard to find differentiation.<br />
  18. 18. What Have We Learned About Social Media?<br />Social media data is messy (spam, advertising, porn, context) and requires significant validation and cleaning – suppliers are getting better and better at this, but it is still an issue. <br />Text analysis capabilities vary from vendor to vendor – you have to know what questions to ask to know what you’re getting.<br />Sentiment analysis is about 75-85% accurate (based on external research) and everybody does it at some level. It is of limited value.<br />It is difficult to classify individual contributors – but not impossible, and it costs more. This capability is still emerging.<br />
  19. 19. What Have We Learned About Social Media?<br />Clear and specific listening objectives are essential to getting meaningful data and information from listening efforts.<br />Social media conversations can be very rich and could support many different aspects of our business.<br />Getting meaningful learnings and insights is very time and labor intensive, despite the software tools. There is a learning curve!<br />
  20. 20. Social Media Data is…<br /><ul><li>Self-selecting/Opt-in–
  21. 21. Participants who create social media content must opt-in or choose to participate.
  22. 22. They may or may not represent your target consumer.
  23. 23. They do not necessarily constitute a “probability sample” of the population.
  24. 24. The researcher is not establishing the topic and controlling the conversation, but rather listening to whatever is posted. </li></li></ul><li>Social Media Data is…<br />+ Not recall-based – <br />Recall data is known to be the least reliable source of data. <br />Recall is usually the result of some stimulus (question, prototype) that can affect what the respondent recalls (due to priming). <br />Social media data is less subject to recall biases and errors, as it usually represents comments and observations made “in the moment” or shortly thereafter. <br />
  25. 25. Social Media Data is…<br />+ Longitudinal and Instance-based – <br />Tradtional MR is usually instance-based feedback/insights, social media research can represent “flow of life.” <br />There is a constant stream, or flow, of social media data continually being created. <br />
  26. 26. Social Media Data is…<br />+ Self-recording/Archival – <br />Conversations, both public and private, within the social media environment are archived and available for others to consume at will.<br />Conversations with people in traditional research methods are recorded, but are generally only available to permission-based viewers/listeners. <br />This creates an interesting blend of liability and value to researchers and brands. <br />
  27. 27. Paradigm Shifts for the World of Market Research<br /><ul><li>Data Transparency – </li></ul> <br /><ul><li>Data Ownership –  
  28. 28. Blurring Boundaries between Research and Other Divisions – </li></li></ul><li>Paradigm Shifts for the World of Market Research<br /><ul><li>Control of the Environment –  
  29. 29. Blurring of Qualitative and Quantitative –  
  30. 30. Re-thinking Sampling –
  31. 31. Disproportionate Influence of Respondents  </li></li></ul><li>Paradigm Shifts for the World of Market Research<br /><ul><li>Shrinking space between brands and people.
  32. 32. Social media has “leveled” the playing field for both consumers and brands. </li></ul> <br /><ul><li>Relationships are the Ultimate Sources of Insights within Social Media –</li></li></ul><li>Food for Thought<br />Just as Technology is NOT an Idea, so Social Media Listening is NOT an Idea! Both are means to achieving whatever it is we want to achieve!<br />
  33. 33. Food for Thought<br />Resources: People, Time, & Money<br />Spectrum of Desired Outcomes<br />
  34. 34. Social Media Research White Paper<br />http://www.slideshare.net/CuratingPixels/utilizing-social-media-to-understand-people<br />http://bit.ly/UnderstandingPeople<br />
  35. 35. QUESTIONS?<br />Tom Brailsford – Hallmark Cards, Inc.<br />tbrail@hallmark.com<br />816-274-3989<br />

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