The document discusses the potential for using social media and text analytics to gain insights from online conversations. It provides examples of how different types of social media listening and analysis can be used to track topics, measure sentiment, analyze influencers and locations. Challenges discussed include setting up analytics software, interpreting new online languages, and managing large data sets. The document suggests that while formal research studies currently make up 20% of insights, more information is available through online listening which may shift the balance in the future.
Kluwer Social Media Experience Day: Monitoring van social mediaThe Reference
We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over:
- Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen
- Welke (gratis) tools u hiervoor kunt gebruiken
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Kluwer Social Media Experience Day: Monitoring van social mediaThe Reference
We zijn vandaag nog te veel doelloos actief op sociale media. Social media gaan nog te veel over praten en te weinig over “luisteren” & “begrijpen”. En dus is de vraag hoe kunnen we gericht luisteren? Gericht luisteren zodat we beter begrijpen wat er leeft binnen onze business & rond onze brand. Zonder eerst te luisteren riskeren we nl. een doelloze sociale media strategie! En dus krijgt u concrete tips over:
- Hoe u een framework voor “luisteren” kunt opzetten en wat u er kunt uithalen
- Welke (gratis) tools u hiervoor kunt gebruiken
Social Media Measurement, ROI and Business OutcomesTim Marklein
Presentation on "Social Media Measurement, ROI and Business Outcomes" -- delivered by Tim Marklein, Executive VP of Measurement & Strategy for Weber Shandwick -- presented to attendees of 2nd European Summit on PR Measurement, hosted by AMEC and IPR -- June 16, 2010 in Barcelona, Spain
Social Marketing, Listening and EngagementDavid Carr
Implementing Social Marketing for business and communication, a remix of some previous ideas and some new approaches by David J Carr, Digital Strategy Director, Chemistry Communications
Canada Media Marketplace, Tim Marklein, April 12, 2010Tim Marklein
This was my professional development presentation on "Evaluating & Measuring Online Media Coverage," presented April 12, 2010 to the travel PR and marketing leaders at Canada Media Marketplace in San Francisco, hosted by the Canadian Tourism Commission (Weber Shandwick client)
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
Social Media Measurement by Daniel Backhaus at InfuzDaniel Backhaus
Presented October 2nd at Digital East 2012 in the Advanced Social Media Track.
Discusses the need for robust SM metrics while emphasizing the importance of rigorous analysis and sound business strategy as guiding principles for social media.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
Senior Director at Alterian, Patrick Massey speaks on transforming social media data into actionable business intelligence at Social Media World Forum, London 2011. (http://www.socialmedia-forum.com/europe/)
Social Media Measurement by Daniel Backhaus at InfuzDaniel Backhaus
Presented October 2nd at Digital East 2012 in the Advanced Social Media Track.
Discusses the need for robust SM metrics while emphasizing the importance of rigorous analysis and sound business strategy as guiding principles for social media.
Social intelligence understanding your audience to enhance your businessAlterian
While it is necessary to know what influencers are saying about your brand, if that’s all you know about them, you’re missing an essential part of the conversation.
Understanding who your influencers are, what interests them and how their interests change over time will help you determine not only how to position the marketing of your products, but it can impact the future design and development of your products.
Join Scott Briggs, Director, Social Strategies and Insights at Alterian, as he goes through the methodology of starting with your audience and using social data to put them at the heart of your business.
What You Will Learn:
The methodology behind using social data to find insights from your true audience
How to use social media to understand consumer life cycles
How to understand the value of non-brand advocates
How to develop messaging and products tailored around your consumers
Game on qualitative researchers: Using gamification to increase partipant eng...InSites Consulting
We believe gamification can be applied in 3 different phases of the research process; (1) during data collection, (2) during analysis and interpretation and (3) during reporting and presentation of the results. In this paper, we present an approach to gamification in online qualitative research. There is already ample research with respect to using gamification in quantitative research; however, a comprehensive approach for online qualitative research is lacking so far.
In this paper we will focus on using gamification during data collection and will briefly demonstrate how we apply gamification in the last 2 phases. At InSites Consulting, we identified 4 levels in an online community at which gamification can be applied to increase data quality, participant engagement and impact on the client side. From a question level to a community level, gamification helps, not only to increase participant engagement, but also to increase data quality.
Running engaging Market Research Online Communities. Social media has gained considerable human relevance. User-created content, citizen journalism and online social interactions (e.g. conversation, collaboration, participation, sharing, connecting) are embedded into the daily lives of consumers. With the different semantic waves of the web, the entire market research process and industry has undergone clear changes. Market research has changed from asking questions to having conversations with consumers. Online Research Communities have proven to be a viable environment to engage with consumers as well as marketing executives in a connected and participatory way. What makes research communities unique is that they assemble consumers to interact in an asynchronous longitudinal setting by applying social media techniques. Companies outsource tasks to a crowd (e.g. product and service creation and testing) in an open call in order to bring consumers inside organizations all the way up to the boardroom. Research communities bring true consumer connect between marketers and their target groups as they use interactive tools to tap into social interactions between people, and allow a more equal relationship between researchers, brands and participants.
When community members take over (by InSites Consulting). There will always be a gap between what a consumer shares and how a researcher interprets it. This disparity is created by a cultural, generation and/or knowledge gap. These different gaps make it difficult for a researcher to put things into the right perspective. Here, community participants can help us out. By becoming our co-researcher, they can find more and new insights that would otherwise not have been captured. Customers feel empowered and honoured when they are asked to become co-researchers. There are many ways to collaborate with co-researchers. In this article, our experience with co-researchers is illustrated in three case studies from Campbell’s, Air France-KLM and Philips.
Senior Director at Alterian, Patrick Massey speaks on transforming social media data into actionable business intelligence at Social Media World Forum, London 2011. (http://www.socialmedia-forum.com/europe/)
You've heard the talk that professional social networks have become the go-to resource for connecting with IT buyers and decision makers. Go beyond the hype and learn how successful tech marketers are amping up their social strategies for real business impact.
Addressing Top CEO Priorities through Social Media Marketing and MetricsJacques Pavlenyi
Presented at the August 21 2012 Business Marketing Association's Southern California Chapter meeting. The world is changing - becoming more social, even in traditionally conservative B2B. B2B marketing is maturing, with social leading to more measurable successes. But taking b2b social media marketing to the next level is easier than you might think. This presentation hopes to help you:
-- Understand how to better align social media marketing with key strategic initiatives
-- Learn how to focus on the social metrics that matter
-- See applicable examples of real b2b social media marketing benefits
These views are my own and do not represent those of my employer.
The Future of Social Intelligence - Extracting the Gold from Social Media #sm...Alterian
Companies are just beginning to grasp the true power of social data. The ability to collect feedback without the need for costly market research studies, surveys, and focus groups is a relatively new prospect. But as brands have started measuring, many sense that they could (and should) be doing much more with the abundant data at their finger tips. Simply collecting data is not enough. To remain competitive, marketers must fully realize the breadth and depth of knowledge and insights they can gain from online conversations.
Scott Briggs discusses the state of social media intelligence today and where we are headed in the future. He outlines the advanced techniques that forward-thinking brands are using to move from simply collecting data to truly analyzing and drawing insights that are fueling smart business decisions.
The future of social intelligence is predictive, strategic, and unlike social measurement as you know it today. Are you ready?
5 trends, no more than 20 slides apiece, speakers had 5 minutes. Not unlike Ignite, without the automatic slide advances. Great stuff from Team Empower.
International Customer Experience World PresentationChantel Botha
Design tips for brands who want to be loved in social media
In this mobilized, socialized world it becomes more and more important for brands to understand the consumer’s always changing expectations. I now expect my grocer to tweet back in 10 minutes because my bank does it and I expect my favourite neighbourhood coffee shop to give me discounts when I check in on Foursquare because Starbucks does it.
The experience designer is faced with challenges that the always on-net and social consumer creates through their reasonable and sometimes unreasonable expectations. Word of mouth has turned into word of the ever mighty thumb and in his mobile world, all I have to do is tweet a brand about how angry they make me and instantly I can influence the purchasing behaviour or my and their followers.
This presentation will share insights of how to design experiences for the traditional and now social channels with the aim to be transparent, consistent, authentic and true to the brand’s essence.
A keynote talk by Dave Chaffey at Technology for Marketing and Advertising 2012 in London. Explains 7 Steps for creating an integrated social media strategy based around the Smart Insights
Are you listening? Real Time Measurement and MonitoringKlaxon
Presentation delivered by Andrew Walker at Making Social Part of Your DNA, a conference held during Social Media Week 2012 in London.
For more information visit http://www.socialmediadna.co.uk
Are You Listening? Real time data and social mediaAndrew Walker
This presentation was given during social media week london 2012 by Andrew Walker (@killdozer) Co-founder of Tweetminster the network intelligence news feed company.
It talks about practical measures and tools to get real time insight data into your social media presence to get better ROI, ROE and strategic insights into better social media marketing.
According to research from the Corporate Executive Board, 57% of the buying process is being completed before the first interaction with a sales person.
In recent years, a fundamental sea change has been occurring between buyers and sellers, with the former now ceasing control of the buying process. This paradigm shift has been digitally powered with todays buyers only one touch away from connecting with content or peers that can help guide them on their purchasing journey.
This presentation will explore the challenges that not only lay ahead for todays B2B marketers, but also explore some of the ways in which SAP is adapting to this 'New Reality’.
2. Erica van Lieven
Erica is a forward thinker who enjoys embracing
change and never hesitates to incorporate
technology in her business to improve quality of
work and elicit better insights. She is not just an
observer of social media but a proactive
experimenter, who likes to discover practical
ways to add commercial value to clients utilizing
this technology.
Erica is Managing Director of Direction First
which she started in 1997
3. Jess Whittaker
BuzzNumbers is Australia‟s leading provider
of Social Media Intelligence and Monitoring.
Jess Whittaker is the lead Product Evangelist
for BuzzNumbers and works alongside clients
in their initial stages of understanding their
online/ social media landscape and how to
make the first steps in the listening and
analysis process.
4. “My goal is to
simplify complexity. I
just want to build
stuff that really
simplifies our base
human interaction”
Jack Dorsey being interviewed by Charlie Rose in January 2011
6. Responding to the change…
“I‟d like to do away with with “Social media isn‟t only replacing some
counting impressions in marketing in survey research but also making it
favour of counting „expressions‟ from harder to do by changing consumer
consumers about brands.” behaviour and expectations.”
Researcher partners are expected to “Market research should change…it
deliver “game-changing insights”. need s to be methodology agnostic.”
Joe Tripidi, exec VP-chief marketing and commercial officer of Coca-cola Joan Lewis, global consumer and market knowledge officer of P & G @
Co. @ the Association of National Advertisers conference Advertising Research Foundation
7. Qualitative Researchers VS Text Analytics Software
• Only requirement is text • Difficult to set-up
• Granular information accessible
• Fluid, intuition and
• Frequency-driven, pattern
experience-driven learning
• Higher weight to emotions • Emotions difficult to weight
• Less reliable, transparent • Use Data visualization
8. The outcome...
4 findings would be the same using either
approach
findings would have been similar using
software-driven approach alone
finding would have been missed using the
software-driven approach alone
Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
9. Benefits of
software
driven
analysis
Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
13. We should be able to measure not just the online
sentiment towards a brand…
…but also specific aspects
of your brand, like…
Sourced from Conversition Strategies
14. …but are we really listening?
July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions
17. Firstly you must
identify what
TYPES of
conversations you
want to listen to?
18. • Brand/Organization
• Competitor Information
• Individual Product/Services
• Broader Industry mentions
• Mentions of Key Stakeholders
e.g. CEO/Government
Ministers
• Topical Issues e.g. Climate
Change
• Current Affairs e.g. Elections
• Natural Disasters
e.g. QLD Floods
21. Sentiment Grading:
Manually assign sentiments and
grade them by clicking on the
plus(positive), circle(neutral),
Mentions: minus(negative) or trash can
See the individual mentions symbol (delete).
that relate to your keywords
with a brief extract of the
conversation.
Topics:
Investigate themes
customized to your
research, brand or
competitors.
26. With social media we become genderless..
Social media and the end of gender , Joanna Blakley @ TED, Dec,2010
27. Direction First conducted research to investigate
whether research had a place on social networking sites
28. Privacy is the most important aspect to social
networking site users…including the younger users…
Thinking about social networking sites which aspect is most important to you?
18-34 35-55 56+
Privacy 50% 46% 45%
4% 16% 21% 23%
5% Ease of use
6%
Interacting with people 17% 20% 18%
who have similar interests
47%
18% Convenience 9% 4% 4%
Informatin gathering 2% 6% 6%
Expressing my opinion 6% 3% 3%
20%
Obtaining advice % 1% %
*No differences between gender
Indicates a significant difference at 95% confidence
S20: Thinking about social networking sites, which aspects are the most important to you?
Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)
30. You know how everything has
seemed free for the past few
years?
It wasn't. It's just that no one
told you that instead of using
money, you were paying with
your personal information.
Joel Stein Thursday, Mar. 10, 2011
Data Mining: How Companies Now Know Everything About You, TIME. Read more: http://ti.me/kKxNLt
31. • Very large data sets
• Observation without asking questions
• Location based answers
• Real time
• Research by interest groups
• Privacy controls
• Managing the data set size
• Manuel versus programmed text
analysis
• Low interest brands not as frequently
mentioned
• Researchers to interpret the new
online language - #, @, luv, gr8t, tght
• Privacy controls
32. Where to next…
20% 80%
Formal research study Information available online
33. Reference
Social networks surge in Australia - http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail
Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia
http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of_Every_5_Minutes_Spent_Online_in_Australia?utm_so
urce=feedburner&utm_medium=feed&utm_campaign=Feed%3A+comscore+%28comScore%2C+Inc.%29
The Man Your Man Could Smell Like
http://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf
John Kearon “DigiVisuals™” http://www.brainjuicer.com/xtra/digividuals/
Tsunami in Japan – http://mashable.com/2011/03/11/japan-tsunami/
2011 Egypt Riots - http://bit.ly/hzUOe8
2011 Chris Church Earthquake - http://bit.ly/g0Bmnu
Joanna Blakey TED talks “Social Media and the end of gender” December 2010
Microsoft Digital Advertising Solutions “Bring the love back” July 2007
Theo Downes “Can Software-Driven QDA Replace the Seasoned Researcher? “ New virtual MR Festival March 2011
SSI Webinar “Taming the social Networking Giant” Jan 2011
Jack Dorsey “My goal is to simplify complexity” Jan 2011