How to Blend Social Media with Traditional Panel Research
•
1 like•760 views
Some say social media will be the death knell for online panel research. Online panels have had a significant impact on the market research industry but social media is changing the game. Consumers increasingly turn to sites like Facebook and Twitter to talk about their brand experiences. Many companies listening to consumer conversations in social media consider this “free research,” and even go so far as to replace the insights learned from traditional online panels. While social media research techniques offer an innovative way to conduct market research they should not occur in a vacuum. Market researchers can take advantage of the social media research trends by using research tools that incorporate the elements of social media with online panel research.
Recommended
More Related Content
What's hot
What's hot (20)
Similar to How to Blend Social Media with Traditional Panel Research
Similar to How to Blend Social Media with Traditional Panel Research (20)
Recently uploaded
Recently uploaded (20)
How to Blend Social Media with Traditional Panel Research
- 1. April 16, 2014 Darren Bosik QuestBack © 2013 QuestBack, SA All Rights Reserved. Blend Social Media with Online Panel Research
- 2. 2 Agenda • Integrate social media with panel research • Recruit panelists from social media sources • Metrics for research management • Technology for integration • Q&A © 2013 QuestBack, SA All Rights Reserved. Darren.Bosik@questback.com
- 3. 3 Collect Monitor MeasureAnalyze Synthesize Act Social Media Feedback Data Cycleofcustomerfeedback Darren.Bosik@questback.com
- 5. 5 Source: Darrenbarefoot.com Social media sites - 2006 Darren.Bosik@questback.com
- 6. 6Conversation Prism - 2014 Source: Conversationprism.com Darren.Bosik@questback.com
- 7. 7 2006 2008 2014 Social media evolution Darren.Bosik@questback.com
- 8. 8Social media listening Darren.Bosik@questback.com
- 9. 9Social media listening tools Darren.Bosik@questback.com
- 10. 10Impact on traditional research methodologies “The more people see two-way engagement and being able to interact with people [on social media] all over the world, I think the less they want to be involved in structured research.” Procter & Gamble marketing executive Joan Lewis Darren.Bosik@questback.com
- 11. 11 Effective panelist engagement strategy that meets the evolving needs of respondents throughout their lifecycle as members of the panel. Traditional online panel lifecycle management Darren.Bosik@questback.com
- 12. 12Components of social media panel recruiting River sampling Facebook integration Quality Assurance Darren.Bosik@questback.com
- 13. 13 River sampling in social media platforms Darren.Bosik@questback.com
- 14. 14 Social media and online panel development Social Media vs. Online Panel Darren.Bosik@questback.com
- 15. 15 Social media and online panel development Social media users are less likely to have a college degree Panelists have a higher average annual household income Panelists are slightly older Source: Rockbridge Associates Darren.Bosik@questback.com
- 16. 16 Quality assurance for social media panelists Source: Rockbridge Associates Darren.Bosik@questback.com
- 17. 17Develop new panelist business rules Darren.Bosik@questback.com
- 18. 18 community Survey Data Insights and Action Facebook feedback loop Darren.Bosik@questback.com
- 19. 19 Facebook community Survey Data Insights and Action Private Online Community Survey, Online Focus Groups Insights and Action Open a private online community Darren.Bosik@questback.com
- 20. 20Open a private online community • Structure dialogue through forums, moderated chats, and quantitative and qualitative surveys • Profile, segment and target communications appropriately • Manage activities, fan feedback, participation Your PRIVATE Online Community Right on Your Facebook Page! Darren.Bosik@questback.com
- 21. 21 Facebook fan segments Darren.Bosik@questback.com
- 22. 22 Four short survey questions for Facebook fans: 1. Are you a “friend,” “fan,” or do you “like” <brand> on Facebook? 2. Please indicate how likely you are to consider <brand> for a future purchase. 3. Please approximate the amount of money you have spent on <brand> products in the past 12 months. 4. Please indicate how likely you are to recommend <brand> to a friend or relative. The difference between the answers to these questions from Facebook fans versus “regular” customers represents the added value of Facebook fans. Valuing Facebook fans Darren.Bosik@questback.com
- 23. 23Compare Facebook fans to regular panelists KPIs Darren.Bosik@questback.com
- 24. 24Social media metrics • Brand or Keyword Mentions – is this similar to your metrics around call center volume? • Share of Voice – Is this similar to your market share? Mentions in social media of “Brand X” , First Quarter 2014 Competitor B, 5% Competitor C, 23% Competitor D, 9% Competitor E, 24% You, 31% Competitor A, 8% Share of Voice of You and Your Competitors Darren.Bosik@questback.com
- 25. 25Social media metrics • Text Analytics Are social media conversations agreeing with survey open-ended data you collect from panelists? • Sentiment Analysis Does this agree with your customer sat scores? Darren.Bosik@questback.com
- 26. 26Embracing social media Darren.Bosik@questback.com
- 27. 27 One Platform. All Data Channels. Structured Unstructured Unsolicited “Big” Data Mobile Darren.Bosik@questback.com
- 28. 28 • 35% of the brands on the Forbes 100 list are QuestBack customers • QuestBack has a 96% renewal rate for its enterprise platform QuestBack Clients Darren.Bosik@questback.com
- 30. Webinar: Winning Concepts 30 © 2013 QuestBack, SA All Rights Reserved. Free consultation on today’s topic Darren Bosik Darren.Bosik@questback.com Thank you