Graeme Lawrence
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Graeme Lawrence gave a presentation on listening to social media brand noise and the importance of strategy. The presentation took place from 10:22am to 10:46am in London as part of Session 1. Lawrence discussed analyzing both brand and consumer generated social media content, but noted that listening is only half the story and primary research is still needed to understand engagement, attitudes, and the impact on a brand. He provided an example of using a word cloud to analyze consumer comments and emphasized that both listening and surveys and still important for brands to understand their social media presence.
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- 1. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Listening is only half the story Graeme Lawrence, Virtual Surveys, UK
- 2. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
- 3. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
- 4. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London)
- 5. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Consumer perceptions of Brand Social Media Landscape Social Media Channels Brand generated content Consumer generated content The Brand Brands and Social Media
- 6. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) "Don't enter this space without a strategic plan in place" Linda Cronin, director of media and interactive integrated communications, Coca-Cola North America Strategy is key
- 7. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Working together with you and your customers to optimise your offering Listening to interaction
- 8. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Listening to and analysing brand noise
- 9. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Working together with you and your customers to optimise your offering
- 10. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) “I felt totally violated”
- 11. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) A possible approach to assess social media presence
- 12. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Analysing ‘open’ data sources
- 13. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Analysing the ‘Outliers’ 22/10/10 - Increase in activity led to increase in engagement but not reach!
- 14. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) The role of interconnections
- 15. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Is listening enough? Primary Research provides… • The ability to test and validate the hypotheses • More information about who we’ve reached • An understanding of engagement • Impact on brand image • An assessment of impact on attitudes towards the brand
- 16. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) 16 Questions matter How recruited? Short-term Online Research Community (V-Discussion) How took part?
- 17. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) 1717 Word cloud run on open comments: The bigger the word, the more frequently it was mentioned Questions matter
- 18. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Final observations… 18 ‘Why ask some when you can listen to all?’ The reality is you need to still do both But we need to reframe how we do both And the tools for both are becoming increasingly sophisticated – which clearly helps this reframing process
- 19. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Thank You
- 20. Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Q & A Graeme Lawrence and Dan Foreman