The document discusses how social media research can provide insights into customer needs and conversations to help businesses better serve customers. It outlines several social media research techniques including active web listening to harvest online conversations, private online communities to engage with customers for product development and feedback, and online tools like forums, surveys and video reviews for qualitative research. The purpose is to connect market research expertise with new technologies to gain a deeper understanding of customers.

1. Social Media Research
Using online communities and web listening to
create a social media research strategy

2. Our Purpose is
to be the leading digital market research
specialist by connecting market research
expertise to state of the art technology.
We are passionate about innovation and in bringing
consumer conversations to organisations, helping
clients understand how they can better serve customer
needs enabling business success through better
insights based on science and data analysis expertise.

3. Contents
Social Media Research
Active Web Listening
Private Online Communities
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4. For your company do you have the answers
to these questions:
How does Social Media Research fit into the wider picture?
What makes Social Media Research different from other market
research disciplines?
Where to start with Social Media Research & Marketing?
How can Social Media Research be used to amplify existing plans?
How do my marketing objectives impact my choice of media,
sample source and data collection method?
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5. Where are you on the curve and where do
you want to go?
Source: www.collectiveintellect.com
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6. Active Web Listening
Harvesting conversations from the internet and analysing sentiment

7. Business Applications of Web Listening
Increase engagement that leads to Sales Understand mindsets
New product development Rebrand or reposition
Shape and sharpen messaging Address public issues
Improve existing products Manage reputation
Discover new customers Provide customer
care
Invite customers to join online
communities Increase loyalty and customer value
7

8. Levels of Web Listening
Social Media Analytics,
Research Actionable
business
insights
Business Value
Dashboards,
Social Media Media
Monitoring Planning,
SEM, PR
Quick reads of
Individual
comments, Manual
classification,
Search Based Alerts
(Buzz)
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9. A Drill Down Example from Banking (5 drill-down “avenues”)
Level 1. Top 8 features
Feature Ranking for banking
Level 2. Brands
within Feature
Brand ranking
Within Customer Care
Level 3.
By Source
HSBC
Within Customer Care
By source

10. The Drill Down cont.
Level 4. Sentiment
Sentiment for HSBC’s
of brand within Customer Care on
feature on specific Uswitch.com
source
All Negative Comments
Level 5. List of on Uswitch.com for
Posts HSBC’s Customer Care
Level 6. The negative post of
Individual Post Katquin82 On Uswitch
From 27/01/10 read
by 98 people

11. Private Online
Communities (POCs)
A New Force for Business
Insights
For Co-creation & Advocacy
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12. POC Activities & Engagement Tools (in any language)
1. Online
Chat Groups/
2. IDIs/pairs
& triads
3. Bulletin
Polling
Boards
Active
Web
Listening
6. Video Clip
Evaluation 4. Online
Ethnography
5. Online
Stimuli
Evaluation
100-500 Members in a Community: your extended marketing team for Co-creation

13. 1. Online Chat Groups
• [Wed 28 Apr 2010
04:09:04 AM EDT]
P it was in a
business meeting,
just thought he
could qualify and
talked about them.
Participants (5) • [Wed 28 Apr 2010
04:09:07 AM EDT]
C when I was their
client
• [Wed 28 Apr 2010
04:09:33 AM EDT]
A: It happened in
one of our bank
visits at the London
Branch”
The moderator can be seen and heard The participants type their answers
The questions will also be shown visually

14. 2. Online in-depth Interviews, pairs or triads
• Interview duration 30-60 minutes, all use audio and video
• web cam and computer microphones & speakers or headsets used
• Visuals can be shown, or simply the questions asked
• A whiteboard can be used

15. 3. Forum/Bulletin Board Discussion
Asynchronous technique
Can last 1-2 weeks
 Is moderated
Can be Consumer driven
Unbiased associations
Stimuli evaluation
Participants can upload
photos
15-25 participants
This approach gives the opportunity to participants to respond when convenient.
It also gives them the opportunity to discuss and interact among themselves.

16. 4. Online Ethnography - Video/Photo Diaries
With the help of web-cams or mobile devices Video Diaries are
used to collect observational information combined with
commentary from the research subjects
It is faster, cheaper and better (less obtrusive) than traditional
ethnography
Based on social anthropology techniques, ethnography involves
observing participants in their natural settings combining the
findings with other data gathering methods
We utilize web technologies to take Ethnography to the next
level
Ideal for deep consumer insights and consumer driven product
innovation

17. 4. Online Ethnography - Global Trend Hunters
• 5-10 young trendy opinion leaders per country
o Early adopter mindset
o Visionaries
o Creating or Riding trends
• Based in Capital city possibly plus one major city
• Use smartphone or other camera to record video and take photos
• Upload something from their daily lives every week on a custom platform
• Further interaction with online community possible

18. 5. Online Stimuli Evaluation
Comment
Box
Community members can highlight areas on images in red for
negative and green for positive and enter comments.

19. 6. Video Clip Evaluation
Community members can and post comments about specific parts of the video clip .

20. Contact:
Michalis A. Michael
mmichael@digital-mr.com
9 Coldbath Square :: London :: EC1R 5HL :: UK
Mob +44 (0) 7515710370
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