1. 20 Uses in 20 Minutes:
How to Leverage Social Media Research
Annie Pettit, Chief Research Officer, Conversition
annie@conversition.com
Social media research by researchers, for researchers

2. Measure Brand Sentiment Over Time
1
In early June 2012, Chick-Fil-A accused a company of infringing on their
trademark. Then, in late June, Chick-Fil-A was accused of not supporting
equal marriage rights. Can Chick-Fil-A return to their former glory days?

3. Compare to Category Norms
2
In the shampoo category, Pantene is outperforming norms by 7 to
20 points. They need to ensure they retain this leading position.

4. Compare Sentiment to Competitors
3
Although the iPad generates the greatest awareness, the Nook
consistently receives more positive ratings in the social media space.
Should Apple be concerned?

5. Compare Brands in 3D Space
4
Among its
competitive set,
Checkers enjoys the
optimum position
with the most
positive chatter, as
well as the most
passionate chatter.
But it does not enjoy
the volume of chatter
that McDonalds and
Chick-Fil-A do, both of
which suffer from
lower sentiment.

6. Evaluate Net Promoter Indicator
5
This NPS inspired score, ranging from -100 to 100, demonstrates that
recommendations for Citibank lead whereas Bank of America trails.

7. Evaluate Proprietary Measures
6
Create proprietary measure based on social media data for any
category and any theme to meet specific needs.
Consumer
Confidence
Brand
Health
Innovation
Loyalty

8. Track A New Product Introduction
7
Clear Scalp & Hair Therapy, by Unilever, launched to only mild fanfair the
week of May 7. And now, it is quickly losing interest. Can the brand find a
way to return the volume of buzz back to when it first launched?
Got it at @Target! Great hair is
part of my #bestdayever

9. Track an Adverse Event
8
Chick-fil-a drew attention for not supporting equal rights. The event drew
attention on August 1st when supporters staged a Chick-Fil-A appreciation
day. When will consumers forget this incident?
Chick-fil-a and it’s supporters
are making me ashamed to be
a Christian.
no chickfilet here but I am so
proud to be a Christian & have
conservatives taking a stand!

10. Identify the Most Common Topics
9
People talking about Chevrolet are most likely to mention the engine, and in
particular electric or hybrid engines. Chevrolet should focus their marketing
efforts here as opposed to less common issues such as the interior.

11. Identify Your Key Strengths
10
People talking about the Diablo III war video game have the most positive
things to say about the shotgun weapon. The makers of Diablo ought to
ensure this weapon retains its positive features in future releases.

12. Identify Your Major Weaknesses
11
Netflix, a provider of movies, announced a new price increase which
angered people and caused them to threaten cancelling their service and
switching to Redbox. The data quickly announces this.

13. Identify Sources of Negativity
12
Delta airlines experienced bad press due to food contamination. Reddit
was a major source of negativity and so should be monitored to ensure
the coverage is fair and does not persist.

14. Catch Early Rumblings
13
These are some of the more negative topics with very small sample sizes
for Delta airlines. Are these tiny problems that should be addressed before
they burst into major problems?

15. 14
Evaluate Language Styles
14
Casual Language
Formal Brand Names Informal Brand Names
Forceful Language
Mirror to your consumers the style of language that they prefer. Know
when to use strictly formal language or slightly relaxed language.

16. Choose a Celebrity Endorser
15
Garnier consumers are already talking about these famous actors. If they
want to partner with another celebrity, they ought to start with this list.

17. Choose Product Co-Branding
16
People talking about Chevrolet are already talking about these electronics
brands. If they want to partner with a brand for some co-development or
co-marketing, they ought to start here.

18. Choose the Right Options for a Survey
17
Coca-cola should ensure their survey questions include options
related to Mountain Dew, Gingerale, Dr. Pepper, and Pepsi.

19. Measure ALL of your brands
18
Abba O O O O O
Agadir Argan Oil O O O O O
Alagio O O O O O
Alfaparf O O O O O
Alterna O O O O O
American Crew O O O O O
Amika O O O O O
ARTec O O O O O
Aveda O O O O O
Back To Basics O O O O O
Bain De Terre O O O O O
Bed Head Hair Care O O O O O
Bed Head Sugar O O O O O
Biosilk O O O O O
Brazilian Blowout O O O O O
Bumble and Bumble O O O O O
Catwalk Haircare O O O O O
CHI O O O O O
CHI Deep Brilliance. O O O O O
CHI For Men O O O O O
Circle of Friends O O O O O
Davines O O O O O
DermOrganic O O O O O
Deva Concepts O O O O O
Enjoy O O O O O
Fairy Tales Haircare O O O O O
Farouk Deep Brilliance O O O O O
FHI O O O O O
A well designed survey focused on data quality can’t measure every
relevant brand. Focus on the top brands and let social media research do
the rest.
Keratin Complex by Coppola O O O O O
KMS O O O O O
L'anza O O O O O
Liters O O O O O
L'Oreal Professionnel O O O O O
Love Peace and the Planet. O O O O O
Macadamia Natural Oil O O O O O
Marrakesh O O O O O
Matrix O O O O O
Matrix Amplify O O O O O
Matrix Biolage O O O O O
Matrix Color Smart O O O O O
Matrix Curl Life O O O O O
Matrix Logics O O O O O
Matrix Men O O O O O
Matrix Shade Memory O O O O O
Matrix Sleek Look O O O O O
Matrix Total Results O O O O O
Matrix Vavoom O O O O O
Mens Hair Care O O O O O
Milania O O O O O
MOP O O O O O
Nioxin O O O O O
Not Your Mother's O O O O O
Orofluido O O O O O
Paul Mitchell O O O O O

20. Confirm Suspicious Findings
19
No research method is perfect nor 100% reliable. When suspicious
findings result, confirm them with a multi-mode strategy.
http://www.joehallock.com/edu/COM498/preferences.html

21. Qualitative Collage Exercises
20
People share not only words online, but personal photos and
images.

22. Thank you
21
Questions?
annie@conversition.com
hello@conversition.com