1. The document discusses how social listening can help pharmaceutical brands understand consumer behavior and plan new campaigns by analyzing discussions on topics like constipation on various social media platforms and forums.
2. It analyzes discussions around constipation on forums and news sites to understand symptoms discussed, recommended solutions and brands mentioned. Common symptoms included frequent constipation, hemorrhoids and bloody defecation.
3. Natural solutions like eating fiber, fruits and vegetables or supplements like Ovata were most frequently recommended, while specialized treatments were less mentioned unless natural methods failed to provide relief.
Integrating Word of Mouth into Consumer-Centric MeasurementKeller Fay Group
This document summarizes research on integrating word-of-mouth (WOM) measurement into consumer insights. It discusses findings from WOM surveys in the US, UK, and Australia, which show that most WOM is positive and occurs offline. The research also identifies "influencers" who engage in twice as much WOM as others. Finally, it describes how WOM questions were added to the IPA TouchPoints survey to provide a more holistic view of media influence and better understand influencer behaviors.
The document summarizes the key results of a media preference survey conducted in Belgium. It found that:
1) Direct mail remains an important communication channel for Belgian consumers, with 90% checking their mail at least 5 times a week and 58% receiving mail every day.
2) Direct mail is still considered the preferred advertising medium overall, especially among digital natives, and is seen as more credible and useful than other media like social media or email.
3) Even digital natives regularly open and engage with direct mail at levels similar to older generations. Direct mail is particularly effective at inciting consumers to take action.
5 w model for customer analysis feb 2013Earner Prince
This document outlines a 5W model for customer analysis that can be used to better understand customers. The model examines who customers are, what they do with products, where they purchase products, why and how they select products, and why potential customers do not purchase products. It provides questions under each area to guide analysis of customers, such as their demographics, purchasing behaviors, needs, and reasons for not purchasing.
- Nokia segments customers based on characteristics like income, lifestyle, and type of user (professional, home, youth).
- Customer motivations include business purposes like reliability and easy usability or general purposes like price and quality.
- Unmet needs are identified through user experience problems, and include difficulties transferring data between phones and reception issues when phones are held a certain way.
This document discusses why social media is essential for the future of healthcare and how organizations can get started using social media. It argues that social media tools are free or inexpensive, consistent with organizational values of transparency, and help engage patients and employees. The document provides an overview of popular social media platforms like blogs, YouTube, Twitter and encourages organizations to claim their online identities on these channels and experiment with low-cost tools like smartphones and Flip cameras to get started.
This document summarizes Lee Aase's presentation on bringing social media to healthcare. It discusses starting small with existing resources like podcasts, then thinking bigger with initiatives like the Mayo Clinic Center for Social Media and Social Media Health Network. The goal is to lead the social media revolution in healthcare by growing Mayo's use of social media and sharing resources with other organizations. The approach is to start with small, low-risk experiments and build momentum quickly through continuous planning and implementation of new projects.
Integrating Word of Mouth into Consumer-Centric MeasurementKeller Fay Group
This document summarizes research on integrating word-of-mouth (WOM) measurement into consumer insights. It discusses findings from WOM surveys in the US, UK, and Australia, which show that most WOM is positive and occurs offline. The research also identifies "influencers" who engage in twice as much WOM as others. Finally, it describes how WOM questions were added to the IPA TouchPoints survey to provide a more holistic view of media influence and better understand influencer behaviors.
The document summarizes the key results of a media preference survey conducted in Belgium. It found that:
1) Direct mail remains an important communication channel for Belgian consumers, with 90% checking their mail at least 5 times a week and 58% receiving mail every day.
2) Direct mail is still considered the preferred advertising medium overall, especially among digital natives, and is seen as more credible and useful than other media like social media or email.
3) Even digital natives regularly open and engage with direct mail at levels similar to older generations. Direct mail is particularly effective at inciting consumers to take action.
5 w model for customer analysis feb 2013Earner Prince
This document outlines a 5W model for customer analysis that can be used to better understand customers. The model examines who customers are, what they do with products, where they purchase products, why and how they select products, and why potential customers do not purchase products. It provides questions under each area to guide analysis of customers, such as their demographics, purchasing behaviors, needs, and reasons for not purchasing.
- Nokia segments customers based on characteristics like income, lifestyle, and type of user (professional, home, youth).
- Customer motivations include business purposes like reliability and easy usability or general purposes like price and quality.
- Unmet needs are identified through user experience problems, and include difficulties transferring data between phones and reception issues when phones are held a certain way.
This document discusses why social media is essential for the future of healthcare and how organizations can get started using social media. It argues that social media tools are free or inexpensive, consistent with organizational values of transparency, and help engage patients and employees. The document provides an overview of popular social media platforms like blogs, YouTube, Twitter and encourages organizations to claim their online identities on these channels and experiment with low-cost tools like smartphones and Flip cameras to get started.
This document summarizes Lee Aase's presentation on bringing social media to healthcare. It discusses starting small with existing resources like podcasts, then thinking bigger with initiatives like the Mayo Clinic Center for Social Media and Social Media Health Network. The goal is to lead the social media revolution in healthcare by growing Mayo's use of social media and sharing resources with other organizations. The approach is to start with small, low-risk experiments and build momentum quickly through continuous planning and implementation of new projects.
The document discusses how social media are essential to the future of healthcare and provides tips on getting started with social media. It argues that social media tools are powerful, inexpensive to implement, and help organizations connect with patients and the community. The document then provides examples of how Mayo Clinic has successfully used social media like blogs, YouTube, Twitter, and Facebook to share stories, enhance their brand and reputation, and connect with global audiences at virtually no cost. It urges other organizations to explore social media and provides basic tips to get started.
The document discusses word of mouth marketing (WOMM) and how it has become increasingly important. It defines WOMM as consumers providing information to other consumers by giving them reasons to talk about products and services. WOMM can be organic through satisfied customers sharing experiences, or amplified through marketer campaigns. Examples of different types of WOMM strategies are provided, including buzz marketing, viral marketing, and influencer marketing. The importance of identifying talkers, topics, tools, participation and tracking is outlined for developing an effective WOMM plan. Social media is highlighted as facilitating brand conversations and allowing recommendations to spread through personal networks.
Lee Aase discusses Mayo Clinic's experience with social media over the past decade. Some key points include:
- Mayo Clinic began experimenting with social media such as blogging and YouTube in 2005-2007 and saw growing engagement.
- By 2008, Mayo Clinic had launched Twitter and Facebook profiles and developed a strategic three-phase content creation plan.
- Mayo Clinic's social media engagement has grown significantly without any paid advertising, demonstrating the power of these free communication channels.
- Aase argues that social media are transforming how healthcare organizations engage with the public and that strategic use of these tools can improve patient outcomes and experience.
Managing knowledge and relationship by web to improve sales efficacy - SFE Su...USP e Plexus
Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)
May 2010 presentation on hospitals and social mediaEd Bennett
U.S. hospitals are increasingly using social media to engage with patients and the community. The presentation discusses how the University of Maryland Medical Center (UMMC) uses social platforms like YouTube, Facebook, Twitter, and blogs. UMMC saw rapid growth on these channels, with videos receiving thousands of daily views and the Facebook page gaining over 4,000 fans. Examples from other organizations demonstrated how social media can be used for education, outreach, service recovery and crisis communications. The presenter concludes that social media use will continue growing as patients expect health organizations to engage with them online.
Presentation to MUSC Healthcare Leadership ConferenceLee Aase
The document summarizes Lee Aase's presentation on bringing social media to healthcare. Some key points:
- Aase discusses a book on social media in healthcare and the goals of the Mayo Clinic Center for Social Media to improve health globally using these tools.
- Examples of social media tools covered include blogs, RSS, podcasts, social networks like Facebook and YouTube, and wikis.
- Aase argues that social media can have revolutionary impacts, facilitating word-of-mouth recommendations and more efficient information sharing.
- Case studies show how Mayo Clinic has benefited from uses of social media, including increasing patient volumes and improving care through online discussions.
The Cortellis Clinical Trials Intelligence campaign from July to December 2013 had the goals of building market awareness, securing demo requests, and establishing Thomson Reuters as a thought leader in clinical trials. The campaign utilized emails, banners, articles, reports, webinars and social media ads targeting prospects and existing customers. Initial results included 41 demo requests, over 100 total, 454 views of a demo video, and a $3.7 million sales pipeline that led to $1 million in closed sales. Reasons for the campaign's success included testing elements to optimize the campaign and quickly adapting messaging for other Cortellis products.
Lee Aase of the Mayo Clinic Center for Social Media gives a presentation on the effective use of social media in healthcare. He discusses Mayo Clinic's early adoption of social media beginning in 2005 with blogs and podcasts. Usage grew over time with the addition of Facebook, Twitter, YouTube and other platforms. Aase notes that social media allows for more efficient sharing of information which can improve health outcomes. While some organizations block social media, Aase argues for an open access approach along with clear usage policies and education.
The document discusses how social media tools can be useful for healthcare organizations. It outlines the benefits of tools like blogs, RSS feeds, podcasts, social networks, wikis and more. It provides examples of how Mayo Clinic has successfully used social media, such as a viral video of elderly patients playing piano that generated millions of views. The document argues that social media is consistent with healthcare values, practical, inexpensive and will help decrease the time to share innovations. It announces the creation of the Mayo Clinic Center for Social Media and Social Media Health Network.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
Lee Aase discusses bringing social media to healthcare. He argues that social media is an essential part of communication that can help spread information quickly and benefit patients. As examples, he discusses how a video of elderly patients playing piano at Mayo Clinic spread virally online, gaining millions of views. This wide reach helped a baseball player identify a rare wrist injury and get it treated rapidly at Mayo Clinic. Aase advocates developing resources and communities to help healthcare organizations adopt social media in a way that improves health and healthcare.
Using Social Sites to Engage Audiences About Pandemic Flu / Forum One Web Exe...Forum One
A Web Executive Seminar presentation describing how a government agency used a leadership blog and online communities to build awareness around pandemic flu and avian flu. The discussion includes tips on conducting research and measuring campaign success. The presentation was made by by Qui Diaz, a digital strategist at the 360° Digital Influence practice of Ogilvy Public Relations Worldwide and Stephanie Marshall, Director of Pandemic Communications at the Office of the Secretary, U.S. Department of Health and Human Services. The two presenters spoke at Forum One Communication's Web Executive Seminar on February 26, 2008. Learn more at:
http://www.forumone.com/content/calendar/detail/2682. Contact Chris Wolz / cwolz@ForumOne.com.
1. The document discusses best practices for cross-pollinating ideas between business blogging and the medical field in order to encourage innovation in healthcare.
2. It suggests bloggers act as filters by adding value through spreading useful information on best practices for hospitals and healthcare organizations.
3. Key recommendations include having a clear purpose and audience in mind, maintaining a constructive tone, and preventing burnout by periodically evaluating why one is blogging and whether it remains enjoyable.
My presentation to a conference called "An Executive Perspective on Social Media" presented by the Social Media Research Lab at Michigan State University.
From the Bootcamp series (http://www.dent.umich.edu/informatics/bootcamp), this presentation provides an overview of social networks being used with health care communities for consumers and providers.
This document discusses the use of online social networks in health and healthcare. It provides examples of social networks that can be used for connection, communication, collaboration and consultation among healthcare professionals; to discuss research and find employment opportunities; and to provide support and information to patients. Considerations for using social networks include who can access the network, privacy, security, authority and level of community engagement. Links are provided to several healthcare related social networks as well as tools for creating your own networks.
The document summarizes Mayo Clinic's use of social media over time. It discusses how Mayo Clinic initially experimented with blogs and podcasts in 2006-2007 and has since expanded its presence on platforms like YouTube, Facebook and Twitter. A pivotal story highlights how a video of elderly patients playing piano in a Mayo Clinic atrium went viral on YouTube and led to national TV coverage, demonstrating social media's power to spread health messages. The document emphasizes that social media are not free but can have high returns, and are now an essential part of communications strategies.
This document provides an agenda for a discussion on using online video. It outlines the benefits of using YouTube for health and pharmaceutical companies, including engagement metrics. It then discusses Johnson & Johnson's health YouTube channel, challenges faced, and best practices for engagement. Additional topics covered include viral health videos, YouTube resources, and metrics for measuring success.
The document provides an overview of the evolution and history of Mayo Clinic's Center for Social Media (MCCSM). It discusses how MCCSM was established to accelerate the effective use of social media at Mayo Clinic and in healthcare more broadly. It outlines MCCSM's mission and details some of its initiatives like establishing an advisory board and a Social Media Health Network membership group. The document also presents Lee Aase's perspective on social media and healthcare through 37 theses on topics like how social media transform communication and how they will transform healthcare.
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Dr. Sherman Lai, MD — Guelph's Dedicated Medical ProfessionalSherman Lai Guelph
Guelph native Dr. Sherman Lai, MD, is a committed medical practitioner renowned for his thorough medical knowledge and caring patient care. Dr. Lai guarantees that every patient receives the best possible medical care and assistance that is customized to meet their specific needs. She has years of experience and is dedicated to providing individualized health solutions.
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Similar to Peter nguyen- Capture and influence the consumers opinions in pharmaceutical industry
The document discusses how social media are essential to the future of healthcare and provides tips on getting started with social media. It argues that social media tools are powerful, inexpensive to implement, and help organizations connect with patients and the community. The document then provides examples of how Mayo Clinic has successfully used social media like blogs, YouTube, Twitter, and Facebook to share stories, enhance their brand and reputation, and connect with global audiences at virtually no cost. It urges other organizations to explore social media and provides basic tips to get started.
The document discusses word of mouth marketing (WOMM) and how it has become increasingly important. It defines WOMM as consumers providing information to other consumers by giving them reasons to talk about products and services. WOMM can be organic through satisfied customers sharing experiences, or amplified through marketer campaigns. Examples of different types of WOMM strategies are provided, including buzz marketing, viral marketing, and influencer marketing. The importance of identifying talkers, topics, tools, participation and tracking is outlined for developing an effective WOMM plan. Social media is highlighted as facilitating brand conversations and allowing recommendations to spread through personal networks.
Lee Aase discusses Mayo Clinic's experience with social media over the past decade. Some key points include:
- Mayo Clinic began experimenting with social media such as blogging and YouTube in 2005-2007 and saw growing engagement.
- By 2008, Mayo Clinic had launched Twitter and Facebook profiles and developed a strategic three-phase content creation plan.
- Mayo Clinic's social media engagement has grown significantly without any paid advertising, demonstrating the power of these free communication channels.
- Aase argues that social media are transforming how healthcare organizations engage with the public and that strategic use of these tools can improve patient outcomes and experience.
Managing knowledge and relationship by web to improve sales efficacy - SFE Su...USP e Plexus
Presentation exploring how pharma industry in Brazil and around world are using the web 2.0 to establish interactions with medical community (social networking, twitter, facebook, youtube, linkedin, etc)
May 2010 presentation on hospitals and social mediaEd Bennett
U.S. hospitals are increasingly using social media to engage with patients and the community. The presentation discusses how the University of Maryland Medical Center (UMMC) uses social platforms like YouTube, Facebook, Twitter, and blogs. UMMC saw rapid growth on these channels, with videos receiving thousands of daily views and the Facebook page gaining over 4,000 fans. Examples from other organizations demonstrated how social media can be used for education, outreach, service recovery and crisis communications. The presenter concludes that social media use will continue growing as patients expect health organizations to engage with them online.
Presentation to MUSC Healthcare Leadership ConferenceLee Aase
The document summarizes Lee Aase's presentation on bringing social media to healthcare. Some key points:
- Aase discusses a book on social media in healthcare and the goals of the Mayo Clinic Center for Social Media to improve health globally using these tools.
- Examples of social media tools covered include blogs, RSS, podcasts, social networks like Facebook and YouTube, and wikis.
- Aase argues that social media can have revolutionary impacts, facilitating word-of-mouth recommendations and more efficient information sharing.
- Case studies show how Mayo Clinic has benefited from uses of social media, including increasing patient volumes and improving care through online discussions.
The Cortellis Clinical Trials Intelligence campaign from July to December 2013 had the goals of building market awareness, securing demo requests, and establishing Thomson Reuters as a thought leader in clinical trials. The campaign utilized emails, banners, articles, reports, webinars and social media ads targeting prospects and existing customers. Initial results included 41 demo requests, over 100 total, 454 views of a demo video, and a $3.7 million sales pipeline that led to $1 million in closed sales. Reasons for the campaign's success included testing elements to optimize the campaign and quickly adapting messaging for other Cortellis products.
Lee Aase of the Mayo Clinic Center for Social Media gives a presentation on the effective use of social media in healthcare. He discusses Mayo Clinic's early adoption of social media beginning in 2005 with blogs and podcasts. Usage grew over time with the addition of Facebook, Twitter, YouTube and other platforms. Aase notes that social media allows for more efficient sharing of information which can improve health outcomes. While some organizations block social media, Aase argues for an open access approach along with clear usage policies and education.
The document discusses how social media tools can be useful for healthcare organizations. It outlines the benefits of tools like blogs, RSS feeds, podcasts, social networks, wikis and more. It provides examples of how Mayo Clinic has successfully used social media, such as a viral video of elderly patients playing piano that generated millions of views. The document argues that social media is consistent with healthcare values, practical, inexpensive and will help decrease the time to share innovations. It announces the creation of the Mayo Clinic Center for Social Media and Social Media Health Network.
Experience Mazda Zoom Zoom Lifestyle and Culture by Visiting and joining the Official Mazda Community at http://www.MazdaCommunity.org for additional insight into the Zoom Zoom Lifestyle and special offers for Mazda Community Members. If you live in Arizona, check out CardinaleWay Mazda's eCommerce website at http://www.Cardinale-Way-Mazda.com
Lee Aase discusses bringing social media to healthcare. He argues that social media is an essential part of communication that can help spread information quickly and benefit patients. As examples, he discusses how a video of elderly patients playing piano at Mayo Clinic spread virally online, gaining millions of views. This wide reach helped a baseball player identify a rare wrist injury and get it treated rapidly at Mayo Clinic. Aase advocates developing resources and communities to help healthcare organizations adopt social media in a way that improves health and healthcare.
Using Social Sites to Engage Audiences About Pandemic Flu / Forum One Web Exe...Forum One
A Web Executive Seminar presentation describing how a government agency used a leadership blog and online communities to build awareness around pandemic flu and avian flu. The discussion includes tips on conducting research and measuring campaign success. The presentation was made by by Qui Diaz, a digital strategist at the 360° Digital Influence practice of Ogilvy Public Relations Worldwide and Stephanie Marshall, Director of Pandemic Communications at the Office of the Secretary, U.S. Department of Health and Human Services. The two presenters spoke at Forum One Communication's Web Executive Seminar on February 26, 2008. Learn more at:
http://www.forumone.com/content/calendar/detail/2682. Contact Chris Wolz / cwolz@ForumOne.com.
1. The document discusses best practices for cross-pollinating ideas between business blogging and the medical field in order to encourage innovation in healthcare.
2. It suggests bloggers act as filters by adding value through spreading useful information on best practices for hospitals and healthcare organizations.
3. Key recommendations include having a clear purpose and audience in mind, maintaining a constructive tone, and preventing burnout by periodically evaluating why one is blogging and whether it remains enjoyable.
My presentation to a conference called "An Executive Perspective on Social Media" presented by the Social Media Research Lab at Michigan State University.
From the Bootcamp series (http://www.dent.umich.edu/informatics/bootcamp), this presentation provides an overview of social networks being used with health care communities for consumers and providers.
This document discusses the use of online social networks in health and healthcare. It provides examples of social networks that can be used for connection, communication, collaboration and consultation among healthcare professionals; to discuss research and find employment opportunities; and to provide support and information to patients. Considerations for using social networks include who can access the network, privacy, security, authority and level of community engagement. Links are provided to several healthcare related social networks as well as tools for creating your own networks.
The document summarizes Mayo Clinic's use of social media over time. It discusses how Mayo Clinic initially experimented with blogs and podcasts in 2006-2007 and has since expanded its presence on platforms like YouTube, Facebook and Twitter. A pivotal story highlights how a video of elderly patients playing piano in a Mayo Clinic atrium went viral on YouTube and led to national TV coverage, demonstrating social media's power to spread health messages. The document emphasizes that social media are not free but can have high returns, and are now an essential part of communications strategies.
This document provides an agenda for a discussion on using online video. It outlines the benefits of using YouTube for health and pharmaceutical companies, including engagement metrics. It then discusses Johnson & Johnson's health YouTube channel, challenges faced, and best practices for engagement. Additional topics covered include viral health videos, YouTube resources, and metrics for measuring success.
The document provides an overview of the evolution and history of Mayo Clinic's Center for Social Media (MCCSM). It discusses how MCCSM was established to accelerate the effective use of social media at Mayo Clinic and in healthcare more broadly. It outlines MCCSM's mission and details some of its initiatives like establishing an advisory board and a Social Media Health Network membership group. The document also presents Lee Aase's perspective on social media and healthcare through 37 theses on topics like how social media transform communication and how they will transform healthcare.
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At Malayali Kerala Spa Ajman we providing the top quality massage services for our customers.
Our massage center prioritizes efficiency to ensure a quality massage experience for our clients at Malayali Kerala Spa Ajman. We offer a convenient appointment system and precise massage services.
Reach us at Villa No 7, Near Ammar Bin Yasir Street Al Rashidiya 2 - Ajman - United Arab Emirates.
Phone : +971 529818279
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Health Tech Market Intelligence Prelim Questions -Gokul Rangarajan
The Ultimate Guide to Setting up Market Research in Health Tech part -1
How to effectively start market research in the health tech industry by defining objectives, crafting problem statements, selecting methods, identifying data collection sources, and setting clear timelines. This guide covers all the preliminary steps needed to lay a strong foundation for your research.
This lays foundation of scoping research project what are the
Before embarking on a research project, especially one aimed at scoping and defining parameters like the one described for health tech IT, several crucial considerations should be addressed. Here’s a comprehensive guide covering key aspects to ensure a well-structured and successful research initiative:
1. Define Research Objectives and Scope
Clear Objectives: Define specific goals such as understanding market needs, identifying new opportunities, assessing risks, or refining pricing strategies.
Scope Definition: Clearly outline the boundaries of the research in terms of geographical focus, target demographics (e.g., age, socio-economic status), and industry sectors (e.g., healthcare IT).
3. Review Existing Literature and Resources
Literature Review: Conduct a thorough review of existing research, market reports, and relevant literature to build foundational knowledge.
Gap Analysis: Identify gaps in existing knowledge or areas where further exploration is needed.
4. Select Research Methodology and Tools
Methodological Approach: Choose appropriate research methods such as surveys, interviews, focus groups, or data analytics.
Tools and Resources: Select tools like Google Forms for surveys, analytics platforms (e.g., SimilarWeb, Statista), and expert consultations.
5. Ethical Considerations and Compliance
Ethical Approval: Ensure compliance with ethical guidelines for research involving human subjects.
Data Privacy: Implement measures to protect participant confidentiality and adhere to data protection regulations (e.g., GDPR, HIPAA).
6. Budget and Resource Allocation
Resource Planning: Allocate resources including time, budget, and personnel required for each phase of the research.
Contingency Planning: Anticipate and plan for unforeseen challenges or adjustments to the research plan.
7. Develop Research Instruments
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Interview and Focus Group Guides: Prepare detailed scripts and discussion points for qualitative data collection.
8. Sampling Strategy
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Participant Recruitment: Plan recruitment strategies to reach and engage the intended participant groups effectively.
9. Data Collection and Analysis Plan
Data Collection: Implement methods for data gathering, ensuring consistency and validity.
Analysis Techniques: Decide on analytical approaches (e.g., statistical
The facial nerve, also known as cranial nerve VII, is one of the 12 cranial nerves originating from the brain. It's a mixed nerve, meaning it contains both sensory and motor fibres, and it plays a crucial role in controlling various facial muscles, as well as conveying sensory information from the taste buds on the anterior two-thirds of the tongue.
Solution manual for managerial accounting 18th edition by ray garrison eric n...rightmanforbloodline
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The Importance of Black Women Understanding the Chemicals in Their Personal C...bkling
Certain chemicals, such as phthalates and parabens, can disrupt the body's hormones and have significant effects on health. According to data, hormone-related health issues such as uterine fibroids, infertility, early puberty and more aggressive forms of breast and endometrial cancers disproportionately affect Black women. Our guest speaker, Jasmine A. McDonald, PhD, an Assistant Professor in the Department of Epidemiology at Columbia University in New York City, discusses the scientific reasons why Black women should pay attention to specific chemicals in their personal care products, like hair care, and ways to minimize their exposure.
2. 2
Agenda
1. What is Buzzmetrics Social Listening
2. Methodology
3. Case Study: Constipation Category
2
3. 3
How it works?
Consumers voice opinions
online and post on a social
networks such as blog or board,
facebook, twitter or online
news article
The BuzzMetrics methodology involves crawling social networks such as blogs, forums,
Facebook, Twitter, YouTube etc. to capture consumer opinions into a robust database,
from which data can be analysed to deliver instantaneous market research report to
guide the campaign
• 1,030 forums, 575 blogs, 7,379 Online
News Portals, 12 social networks, 33
Online Retailers and Classifieds
• 230+ millions of discussions in 2013
Category
Level
Discussions
Brand
Discussions
Product
Level
Discussions
www.buzzmetrics.vn
5. 5
We provide what Marketers need. It is Research, not just Monitoring.
Our customers are large enterprise marketers across to Consumer
Packaged Goods, Consumer Electronics, Telecom, Auto,
Pharmaceutical, Finance and Media industries
www.buzzmetrics.vn
Our Clients
7. 7
Social Media Research Steps
BuzzMetrics Research Methodology
1. Data Collection
2. Data Sampling
3. Data Scoring
4. Data Analysis
5. Output Presentation
7
8. 8
How Social Media Listening Tool collects Data
Data collection process uses a combination of
Publisher API access and Copying data from listed
sites
API - Keywords:
1. Facebook
2. Google Plus+
3. Youtube
4. Twitter
Crawling by Sites:
1. Facebook Pages
2. Forums
3. News
4. Blog
9. 9
Collection by Site requires the Computer accesses the site and
copying thread content to Social Listening Database
Thread
Replies
URL for forums e.g.
http//forums.hardwarezone.com.sg
Title
10. 10
The system comes back to the site every 15’ to find new
threads and new replies to existing threads
Thread
Reply
Content
Thread
Content
11. 11
Collection by keywords or sites only allow retrieving public
comments, not private ones
Can collect Can not collect
Social listening operates on the basis that, the computer can collect
whatever content the public can see. The social listening tool does not need
publisher’s permission to do this and this complies with privacy law.
12. 12
Take data Sampling for Category Research
Using statistical analysis Buzzmetrics is able to determine that the sample size
needed to accurately represent a population of 5,000 and over is 100 in order to
achieve a 95% confidence level with a +/-10% confidence interval, for an expected
rate of occurrence of 50%. In order to lessen the margin of error to +/- 5%, the
sample size can be extended to 300 messages.
Manual Sentiment Margin of Error
(if the Population Proportion is 50%)
Confidence Level Sample Size
100 300
95% (+/-10%) (+/- 5%)
14. 14
Pharmaceutical Category is 4th discussed category on
social. This is a huge source of consumer feedback and
opportunity for brand to engage.
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Chart Title
Noofdiscussions
Discussion volume of Pharmaceutical among other Categories Q3/2014
15. 15
Hypertension, Diabetics and Constipation are the
most discussed conditions on social
Discussion volume of Pharmaceutical Sub-Categories Q3/2014
16. 16
Research Objective – Understand Consumer Usage and
Attitude towards treatment of Constipation on social
1. WHERE it is discussed
online?
2. WHO are discussing it? And
how do they discuss it?
3. WHAT solution online
consumers recommend?
4. What BRANDS they
recommend?
1. To engage and drive discussions at sources
where consumers seek for information
2. Understand about the target consumers
and their concerns
3. Be a proactive trusted advisor in helping
the consumers deal with their constipation
issues
4. Drive the conversations to become
preferred or recommended brand
17. 17
Table of Contents
• Executive Summary
• Research Methodology
• Chronic Constipation Category
– What discussion volume does this category generate on social media and what drives
it?
– What are the key sources of category discussions?
– What are the topics of discussion about Constipation on Forums?
– Which are Online News sources for Constipation treatment?
– What type of consumers discuss Chronic Constipation?
• Chronic Constipation Treatment Brands
– Which brands are creating the most consumer conversation?
– Are there particular events campaigns that drove interest?
• Recommended actions for Campaign
18. 18
Adult constipation
("tao bon" OR "táo bón") EXCLUDING (bé OR trẻ)
Children constipation
("tao bon" OR "táo bón") AND (bé OR trẻ)
Chronic Constipation
("tao bon" OR "táo bón") MUST INCLUDE ("mãn tính" OR
"lâu năm" OR "thường xuyên" OR "kéo dài" OR "liên miên")
EXCLUDING (bé OR trẻ)
Research Methodology
• 1,030 blogs, 435 forums, 7,379
Online News Portals, 11 social
networks
• 90+ millions of discussions
(by end of 2011)
In this research we analyses all the discussions related to Adult constipation, which
exclude children constipation
19. 19
Apply 6W Model to mine for Consumer Insight
Category Research Methodology
Category
Research
Who?
How?
When?Where?
Why or
Why Not?
What?
What types of users by
Behavior
How do they talk
about it
Seasonal, time of dayWhich channels, sources
do they use
Why do they talk
about it. Insight
What topics do they
talk about
21. 21
Adult Constipation are mostly mentioned in News
articles, then Forums, not Facebook. Forum contains
most Consumer Insight
Social Media Type Breakdown for Adult
Constipation Category
Social media types shown as the number of messages for Chronic Constipation from 1/1-30/7/2013
Top Sources of Constipation Category Discussion
937, 30%
1384,
45%
631, 20%
150, 5%
Blogs News
Forums Video
Site URL Type
Total
No of
Posts
Last 6
mont
hs
1 Yahoo Answers
http://vn.answers.yahoo.
com/ Forum 3779 181
2 xalo.vn xalo.vn News 167
3 Lamchame
http://www.lamchame.c
om/forum Forum 2910 127
4 Forum.bacsi.com forum.bacsi.com Forum 7370 109
5 24h.com.vn 24h.com.vn News 100
6 vietbao.vn vietbao.vn News 59
7 yahoo.com yahoo.com News 50
8 dantri.com.vn dantri.com.vn News 33
9 Web Tre Tho
http://www.webtretho.c
om Forum 787 11
10 Webphunu http://webphunu.net/ Forum 973 9
23. 23
Social discussions about Constipation are characterized by
forum threads asking for advice
Top Threads found on Constipation Link Replies On-Topic
Thần dược chữa bón tức thì
http://forum.webphunu.net/forum/showthread.php?1
03937-than-duoc-chua-bon-tuc-thi/page7 62 62
Uống thuốc rồi mà bệnh lại nặng hơn
http://forum.bacsi.com/moi-nguoi-cung-khoe/uong-
thuoc-roi-ma-benh-lai-nang-hon-323415.html 61 61
[tư vấn]Táo bón nhiều dẫn đến trĩ.
http://truongton.net/forum/showthread.php?p=20958
988 59 59
Có mẹ nào hay bị táo bón kinh niên như em
không? Ai biết cách chữa giúp em với :((((
http://www.lamchame.com/forum/archive/index.php/t
-461911.html 26 26
Mẹo chữa táo bón sử dụng mật ong.
http://www.lamchame.com/forum/archive/index.php/t
-947241.html 17 17
Giới thiệu một số bài thuốc tự chữa bệnh
hay cho mọi người
http://www.otofun.net/threads/515755-gioi-thieu-mot-
so-bai-thuoc-tu-chua-benh-hay-cho-moi-nguoi 115 15
Táo bón kéo dài làm gì bây giờ?
http://vn.answers.yahoo.com/question/index;_ylt=As1
QcaTm5jyI2N.rnmVPkYRpVAx.;_ylv=3?qid=2010110200
3018AAUrzUl 12 12
Bệnh trĩ
http://www.webtretho.com/forum/f113/benh-tri-
14116-print/index11.html?pp=40 40 8
Phòng chia sẻ về kinh nghiệm chăm sóc sức
khỏe cho F1
http://www.otofun.net/threads/328056-phong-chia-se-
ve-kinh-nghiem-cham-soc-suc-khoe-cho-f1/page3 866 4
On-Topic are number of discussions that contain keyword “táo bón”
Patients shy of their constipation or hemorrhoid conditions can comfortably ask for
advices on forums, where their identities can be hidden
24. 24
Top Forums where discussions about Constipation are active
Title
Total
Posts
Last 6
months
Note
Yahoo Answers 3779 181
Yahoo Answers has the richest Ask and
Answer database related to almost any
matter, including Health.
Lamchame 2910 127
Lamchame is a large parent forum. While
many constipation discussions are about
children, a large part of chronic and
temporary constipation are also found here
Forum.bacsi.co
m 7370 109
Forum.bacsi.com is a primary source where
medical treatment can be answered by
doctors and specialists
Web Tre Tho 787 11
Webtretho is the largest social mom forums
and most constipation messages are about
children
Webphunu 973 9
Most constipation discussions are pregnant
women
On-Topic are number of discussions that contain keyword “táo bón”
These forums are primary target for delivering the content of the campaign
25. 25
12
5
3
3
2
1
0 5 10 15
Frequent Constipation
Hemorrhoid
Bloody defecation
Body heat
Difficult to defecate
Pimples
Patients who experience bloody defecation are not sure however if they are having hemorrhoid or
what level of constipation they are facing
Most Common Symptoms reported with Constipation
Discussion topics are qualitatively assessed. Volume is determined as a percent of a sample of
100 messages from 1/1-30/07/2013
B
A
A
B
Patients report that they have “frequent”,
“long time” or “continuous” constipation.
Some patients indicate specific length of time
they incur constipation as weeks, 3 years or
10 years. Some also indicate how often they
can defecate.
Hemorrhoid is very often mentioned as a
symptom or consequence of constipation.
Most reported cases have hemorrhoid level 1.
Frequent constipation and hemorrhoid are two most common
symptoms reported when asking for advice
C
C
Reported cases with bloody defecation aren’t
sure whether they have hemorrhoid or
constipation
26. 26
82
15
4
4
1
0 10 20 30 40 50 60 70 80 90
DIY
Visit hospital doctor
ThanhnienOnline
Visit Specialist
Specialist pharmacy
Thanh Nien Online show seems to be a popular show where health matters could be answered by
reputable doctors.
Most Common Channels recommended for solutions
Discussion topics are qualitatively assessed. Volume is determined as a percent of a sample of
100 messages from 1/1-30/07/2013
B
A
A
B
In most cases patients are advised to solve
the problem themselves using experience of
something that works for the recommenders.
These mostly involve natural solutions such as
drinking water, eating more cool food like
vegie, fruits, fiber supplement, regular
exercise and regular defecation
Cases where previous treatment or existing
methods do not work are usually referred to a
doctor at the hospital
While most people recommend Do-It-Yourself methods, cases where
previous treatment did not work are usually recommended to visit a
doctor
C
C
Some people recommend patients to watch
Thanh Nien Online show with live question
web feed. This could a channel to tap into.
27. 27
Brands recommended %
ovata 78%
spirulina 6%
probio 6%
Igol 3%
metamucil 3%
sorbitol 3%
forlax 3%
lactitol 3%
docusat 3%
norgalax 3%
microlax 3%
bisacodyl 3%
cascara 3%
santafe 3%
safinar 3%
sorbitol 3%
clinz 3%
Sagophytol 3%
Cenditan 3%
Natural methods or natural ingredient (ovata or spirulina) medicine are
most likely recommended while specialist medicine treatment is almost not
mentioned
In most cases, eating more vegetables, fruits, drinking more water, regular exercise and regular defecation
are recommended
Count of mentions of medicine recommended
32
29
25
25
13
11
4
4
4
4
4
3
3
2
2
1
1
1
1
1
1
1
1
1
1
0 5 10 15 20 25 30 35
Use medicine
Eat fruits
Drink water
Eat vegie
Regular Exercise
Fiber supplement (chất bổ xung xơ)
Probiotic (men tiêu hóa)
Tue Linh detoxication tea
Heart leaf (rau diếp cá)
Regular defecation
Brown Potatoe
Traditional medication
Honey
Black pea soup
Less alcohol
Submerse in herb water solution
Lentil (Đậu lăng)
Atiso tea
Arrowroot powder (bột sắn)
Less coffee
Hydragogue (thuốc xổ)
Less laxative (thuốc nhuận tràng)
Accupunture
Dutch pea
Less hot food
Recommended Solutions on social to Constipation Patients
Breakdown of recommended solutions are qualitatively assessed. Volume is determined as a percent of a sample
of 100 messages from 1/1-30/07/2013
28. 28
‘Having tried natural methods but not effective’ and ‘The convenience of
constipation medicine’ are the 2 biggest drivers for special treatment
medicine
Em thường xuyên bị táo bón, có đợt kéo dài đến 1 tuần ấy ạ.
Đau khổ lắm các mẹ ạ, đầu vào thì vẫn ngon lành mà đầu ra
thì đến khổ. Em đã tích cực ăn nhiều rau quả mát và đi bộ hay
tập aerobic tại nhà mà vẫn không ăn thua. Sáng nay, em lên
mạng đọc kinh nghiệm của các mẹ chia sẻ thì em đã đi mua
thuốc forlax của Pháp và đã uống 1 gói. Hức hức, nhưng thuốc
này thấy bảo 1-2 ngày sau mới đi được nên em vẫn chưa xả đi
được. Cứ mỗi lần bị là em thấy khó chịu vô cùng, sinh ra bực
tức. Lamchame
Ông bà cụ nhà em mới đi du lịch về, cả tuần nay bị táo bón, chị
gái có mua thuốc cho uống nhưng không thấy khỏi mà lại
càng nặng ra. Không biết có phải là uống sai cách rồi hay
không? Forum.bacsi.com
Mấy tháng trở lại đây, em bắt đầu có hiện tượng táo bón
thường xuyên, làm người nặng nề, bực bội, da mặt thì
mụn…mà em cũng đã nghe lời các cụ thử các phương pháp cổ
truyền rồi: ăn rau mồng tơi, khoai lang, đu đủ...Không ăn
thua! forum.webphunu.net
Verbatim is selected quantitatively in 100 messages from 1/1-30/7/2013
Have tried natural methods but not work
Các bác cho em hỏi, thảo dược thì có phải sức lên hay đóng
gói uống liền ạ? Chứ không tiện là em cũng hay quên lắm, mắc
bệnh vì lười mà, các bác thông cảm nha
forum.webphunu.net
Convenience of the medicine
30. 30
Four types of patients report their constipation on social.
PREGNANT WOMEN
The most popular case and often
found on social mom forums like
webtretho and lamchame
Patient types are qualitatively assessed. Volume is determined as a percent of a sample
of 100 messages from 1/1-30/7/2013
5%
2% FEMALE
Can be women or people asking or
recommending solution for their
moms
Em thường xuyên bị táo bón, có đợt kéo dài đến 1
tuần ấy ạ. Đau khổ lắm các mẹ ạ, đầu vào thì vẫn
ngon lành mà đầu ra thì đến khổ. Em đã tích cực
ăn nhiều rau quả mát và đi bộ hay tập aerobic tại
nhà mà vẫn không ăn thua. Lamchame
mẹ tôi trước bị táo bón lâu năm rồi đâm ra bị bệnh
trĩ. Dùng các loại thuốc mà k đỡ, rồi may có 1 a
chuyên gia bên lĩnh vực chăm sóc sức khoẻ có tư
vấn cho một vào dòng thảo mộc. Yahoo Answer
Minh cung bi ne, bi sau sinh. Cung chi o do 1. Minh
di BS cho ương thước cho qua hét con dau cáp,
xong roi BS chi dan minh la không nen de tao bon
Webtretho
em sinh xong khoảng 5 tháng, mấy tháng rồi vẫn đi
đại tiện đều đều và bình thường, có hôm nay thi bị
đi đại tiện ra máu, ko biết em chỉ bị táo bón hay là
bị trĩ, có mẹ nào biết ko bảo em với Webtretho
MALE
Male patients asking for advice
3%
2% OLD PEOPLE
People asking for advice on how
to treat the constipation their
elderlies are facing
Ông bà cụ nhà em mới đi du lịch về, cả tuần nay
bị táo bón, chị gái có mua thuốc cho uống nhưng
không thấy khỏi mà lại càng nặng ra. .
Forum.bacsi.com
Hôm nay qua thăm ông bác, thấy bác da dẻ hồng
hào, trộm vía khỏe mạnh. Hỏi ra mới biết bác bị
táo bón.. Forum.bacsi.com
Hơn 1 tháng nay em bị táo bón liên miên. cứ uống
thuốc linh tinh không khỏi, đi khám bác sỹ mới bảo
trĩ cấp độ 1. Đau khổ thân em, bác sỹ khuyên ăn
nhiều rau đặc biệt là mùng tơi, đu đủ... và hạn chế
luôn bia rượu....Đi tiếp khách thì không uống sao
được. Truongton
Ở nhà em, có thằng em nó hay bị táo bón, mà táo
bón thì mọi người biết rồi đó ạ, rất là mệt, và để lâu
ngày cũng sẽ không tốt sẽ có thể làm ảnh hưởng
đến trực tràng, và có thể bị trĩ nữa ạ. Lamchame
31. 31
Table of Contents
• Executive Summary
• Research Methodology
• Constipation Category
– What discussion volume does this category generate on social media and what drives
it?
– What are the key sources of category discussions?
– What are the topics of discussion about Constipation on Forums?
– Which are Online News sources for Constipation treatment?
– What type of consumers discuss Chronic Constipation?
• Constipation Treatment Brands
– Which brands are creating the most consumer conversation?
– Are there particular events campaigns that drove interest?
• Recommended actions for Campaign
32. 32
Spirulina however contains many benefits of which laxative effect is one
Buzz Volume of top brands for Constipation treatment
Buzz volume are Forums, Blogs and News from 1/1-30/07/2013
Spirulina leads in Buzz volume with the most News articles. However few
brands have targeted forums and this is the opportunity for the Brand
0
100
200
300
400
500
600
700
Spirulina Sorbitol Ovata Bisacodyl Forlax Duphalac
Total brand
mentions
Mentions
with
constipation
Breakdown of Social Media Types of top brands for Constipation treatment
276
89
280
Spirulina
68
13
41
Sorbitol
16
10
14
Ovata
140
7
Bisacodyl
10
0
2
Forlax
4
0
3
Duphalac
News
Forums
Blogs
33. 33
Daily Buzz trend of Leading Brands in Constipation Treatments
Spirulina is the only brand that actively promoted the health
benefits of the product containing laxative effect
0
5
10
15
20
25
30
35
1/1/2013 2/1/2013 3/1/2013 4/1/2013 5/1/2013 6/1/2013 7/1/2013
Ovata Duphalac Bisacodyl Forlax Spirulina Sorbitol
Buzz volume are Forums, Blogs and News from 1/1-30/07/2013
Tảo xoắn Spirulina vì sao tốt
cho sức khỏe?
34. 34
Table of Contents
• Executive Summary
• Research Methodology
• Constipation Category
– What discussion volume does this category generate on social media and what drives
it?
– What are the key sources of category discussions?
– What are the topics of discussion about Constipation on Forums?
– Which are Online News sources for Constipation treatment?
– What type of consumers discuss Chronic Constipation?
• Constipation Treatment Brands
– Which brands are creating the most consumer conversation?
– Are there particular events campaigns that drove interest?
• Recommended actions for Campaign
35. 35
Consumer Insight to Strategy
Patients need Anomity in sharing constipation
condition
Patients don’t try specialist medicine before
trying natural methods or natural ingredient
medicines first
Patients like the convenience of specialist
medicine
1
2
3
The biggest competitor to Specialist medicine is not other brands, but natural methods
and natural ingredient medicines
36. 36
Campaign to promote Constipation medicine needs to
divide into 3 phases
EDUCATE AWARENESS ASSOCIATION
Patients are unclear
of their condition and
confused between
constipation and
Hemorrhoid
• PR News
• Banner on forums
and news sites
• Social Posts
Insert Brand into
conversations
37. 37
Content Angles to drive
EDUCATE AWARENESS ASSOCIATION
Clear explanation
of constipation
conditions in plain
language
What to do after
trying natural
methods without
results
Convenience of
medicine
38. 38
Channels to deliver campaign content
Top Forums
1 Yahoo Answers
2 Lamchame
3 Forum.bacsi.com
4 Web Tre Tho
5 Webphunu
Utilize Online Health
Consulting Panel of
Thanh Nien Online
Target Forums
Top News Sources
1 xalo.vn
2 24h.com.vn
3 vietbao.vn
4 News.yahoo.com
5 dantri.com.vn
6 vietnamnet.vn
7 vnexpress.net
8 60s.com.vn
9 kenh14.vn
10zing.vn
Target News Site for PR
Youtube Video on
Constipation treatment
39. 39
Content Angles by Users
Campaign should build content angle around different groups with discussions giving advice having
description of themselves or their similar conditions
PREGNANT WOMEN
The most popular case and
often found on social mom
forums like webtretho and
lamchame
FEMALE
Can be women or people
asking or recommending
solution for their moms
MALE
Male patients asking for
advice
OLD PEOPLE
People asking for advice
on how to treat the
constipation their elderlies
are facing
40. 40
The following Influencers could be utilized
No. Blogger Link Number of posts
1 dinhvanphuongdoquyen.blogspot.com http://dinhvanphuongdoquyen.blogspot.com/ 28
2 vetbookshop.blogspot.com http://vetbookshop.blogspot.com/ 15
3 dichthuatgiaresg.wordpress.com http://dichthuatgiaresg.wordpress.com/ 14
4 meovatgiadinh.com http://meovatgiadinh.com 13
5 phoiphai.blogspot.com http://phoiphai.blogspot.com/ 13
6 tuvanconsult.wordpress.com http://tuvanconsult.wordpress.com/ 12
7 vinhsinh.blogspot.com http://vinhsinh.blogspot.com/ 11
8 vietfchannel.wordpress.com http://vietfchannel.wordpress.com/ 10
9 ttbngtr.blogspot.com http://ttbngtr.blogspot.com/ 10
10 bancaythuocnam.blogspot.com http://bancaythuocnam.blogspot.com/ 10
11 tribenhtri.blogspot.com http://tribenhtri.blogspot.com/ 10
12 chuyennhatrongoiabc24h.blogspot.com http://chuyennhatrongoiabc24h.blogspot.com/ 8
13 yhocphothongcomvn.blogspot.com http://yhocphothongcomvn.blogspot.com/ 8
14 camnangmonngon.blogspot.com http://camnangmonngon.blogspot.com/ 7
15 chuaungthugan.blogspot.com http://chuaungthugan.blogspot.com/ 7
16 buixuanphuong09blogspot.blogspot.com http://buixuanphuong09blogspot.blogspot.com/ 7
17 khoahocvadoisong.wordpress.com http://khoahocvadoisong.wordpress.com/ 6
18 luongtamnguoicambut.blogspot.com http://luongtamnguoicambut.blogspot.com/ 6
19 phongkhamchuyengan.blogspot.com http://phongkhamchuyengan.blogspot.com/ 6
20 viet-care.blogspot.com http://viet-care.blogspot.com/ 6
This list is built based on the number of posts about constipation topics they had in the
last 6 months
41. 41
Brand should set the following KPI for Agency
News,
200
Forums,
600
Blogs,
200
Total Brand Buzz: 1000
Based on a 3 month campaign
Editor's Notes
Social Listening là một mô hình kinh doanh biến thể của ngành nghiên cứu thị trường. Và cũng giống như các quy trình nghiên cứu thị trường truyền thống, social media research cũng phải trải qua 5 giai đoạn:
1. Thu thập dữ liệu
2. Lấy mẫu
3. Phân loại dữ liệu
4. Phân tích dữ liệu
5. Trình bày báo cáo nghiên cứu
Buzzmetrics là một giải pháp lắng nghe và nghiên cứu mạng xã hội (Social Listening), có độ phủ toàn bộ các mạng xã hội trên thế giới và trong nước, bao gồm facebook, twitter, google+, Instagram, linkedin, zing, zalo, và hơn 1000 forums, 8000+ báo điện tử và blogs. Sự khác biệt của Buzzmetrics nằm ở khả năng nghiên cứu chuyên sâu theo từng ngành hàng, mang lại cho các thương hiệu các insight chất lượng và thiết thực dựa trên phản hồi trong thời gian thực của người tiêu dùng.
Hiện tại Buzzmetrics cung cấp 3 nhóm giải pháp chính:
Social monitoring: theo dõi và đo lường những chỉ số sức khỏe của thương hiệu và chiến dịch theo thới gian thực, thông bao những khủng hoảng hay thảo luận tiêu cực có thể xảy ra.
Social Care: cung cấp platform quản lý thảo luận về dịch vụ khách hàng của thương hiệu trên tất cả các nguồn trên mạng xã hội, từ đó brand hay agency có thể tham gia phản hồi các câu hỏi về dịch vụ hay sản phẩm từ khách hàng
I will now move on to the next section, our Methodology. This is quite an important section and I’m sure you will ask a lot of questions.
Social Listening là một mô hình kinh doanh biến thể của ngành nghiên cứu thị trường. Và cũng giống như các quy trình nghiên cứu thị trường truyền thống, social media research cũng phải trải qua 5 giai đoạn:
1. Thu thập dữ liệu
2. Lấy mẫu
3. Phân loại dữ liệu
4. Phân tích dữ liệu
5. Trình bày báo cáo nghiên cứu
Thu thập dữ liệu là bước đầu tiên trong quá trình thực hiện nghiên cứu trên social media. Các công cụ social listening sẽ phải xây dựng một tổ hợp dữ liệu cho mỗi nước mà mình nghiên cứu (panel) và việc này có thể mất vài tháng đến nhiều năm. Đồng thời cho mỗi chiến dịch, các agency sẽ yêu cầu bổ sung các kênh được dùng cho chiến dịch đó như microsite, fanpage mới mà công cụ social listening sẽ phải đáp ứng. Việc thu thập dữ liệu toàn bộ thị trường là cần thiết và cho phép nhà nghiên cứu cho ra các nghiên cứu về xu hướng và ngành hàng.
Hiện nay có 2 phương pháp chính để thu thập dữ liệu: Từ khóa (Keywords) và Trang (Sites).
THU THẬP DỮ LIỆU BẰNG KEYWORDS
Phương pháp này được áp dụng đối với các global social networks như Facebook, Google Plus, Youtube, Twitter , Instagram… trong đó các công cụ social listening sẽ kết nối với các API (Application Programming Interface – Giao diện lập trình ứng dụng) của các social networks và yêu cầu cho phép lấy những dữ liệu có chứa keywords.
Ưu điểm: cho phép lấy dữ liệu của toàn bộ social network, bao gồm các trang cá nhân
Nhược điểm:
Tương tự như công cụ search hashtags của facebook, việc lấy data bằng API phụ thuộc sự hạn chế của các social networks. API không ổn định và có thể thay đổi dẫn đến việc dữ liệu được trả lại bới API có thể không đầy đủ và không nhất quán theo thời gian. Hiện tại không có một thống kê rõ ràng việc lấy dữ liệu bằng API có thể lấy được bao nhiêu % thảo luận.
THU THẬP DỮ LIỆU THEO SITES
Là việc thu thập dữ liệu theo trang (page) trong đó các trang có dữ liệu muốn thu thập phải được liệt kê trong hệ thống. Với phương pháp thu thập dữ liệu bằng sites, hệ thống thực hiện các thao tác như một người dùng (user) khi truy cập vào trang cần thu thập. Sau khi click vào Thread, hệ thống sẽ sao chép toàn bộ nội dung hiển thị trên màn hình bao gồm Title, Replies, Authors, URL,… Sau đó hệ thống sẽ quay lại mỗi trang sớm nhất có thể để tìm ra thread mới và replies mới cho thread cũ.
Ưu điểm: Cho phép đảm bảo 100% toàn bộ dữ liệu trong trang
Nhược điểm: Việc lấy dữ liệu theo trang có thể dẫn đến tình trạng thiếu dữ liệu tạm thời vì các lý do sau:
- Cấu trúc site thay đổi, Site blocking, Site down, Các vấn đề đến từ đường truyền internet
Áp lực lưu trữ và xử lý dữ liệu cũng tăng theo thời gian vì thế khoản đầu tư vào hệ thống cơ sở hạ tầng phần cứng cũng là rất lớn và liên tục.
Then it will click on each of these threads inside the section one by one.
Once it is in the thread, it will copy all the details of the thread, including thread title, thread authors, date and time and the thread content. It also copies each of the replies underneath. In this thread, there are 907 replies, which means we have 908 consumer opinions. Each of these is called a buzz and it is counted towards the buzz volume and SOV of the brand or topic.
The computer will go back into site to find new threads and into these threads every 15 minutes to find new replies. Everyday we collect about 2 millions discussions. That’s why our technology requires a large data warehouse and server farm.
Cho dù là collect bằngng keywords hay sites thì hệ thống chỉ lấy những comment và post công khai, chứ không lấy được comment và post private.