Chris Thomas (The Conversation Group) presents the findings of a TCG research project covering the launch of the HTC G1 - the first smartphone to use the Google Android operating system. The project showcases the contribution of social media research to competitive intelligence, brand positioning and strategic communications. Covering a three month period around launch, and including almost 100,000 unique items of discussion content. The presentation offers lessons for the effective blending of quantitative and qualitative analysis methods, and evaluation of the relative contributions of a range of free and licensed monitoring and analysis tools.

1. Surviving In iPhone TerritoryA Competitive Analysis of the Launch of the HTC G1Monitoring Social Media, Cavendish Centre. 17th November 2009

3. Operating globally, offices in London, San Francisco and Helsinki

6. Oversold automation / turnkey solutions for monitoring lead to substandard or incomplete data

8. Conceived and executed at junior level… ignored at executive level

10. Carrying the flag for a mature approach to social media research, that can talk credibly to executives

11. Showcasing the importance of research expertise during program design, especially in determining appropriate mix of qualitative and quantitative research methods

14. Works transparently

15. Offers robust, differentiated analysis tools

17. Unreliable search results

18. Lightweight, or minimal differentiation in analytical tools

19. Little granularity in data(and our own manpower)

37. Product feature / brand perception analysis

39. Cost / benefit analysis points towards investment in complex tools to create better insights and more business value