This document provides 20 examples of how social media research can be used in 20 minutes or less to gain insights. Some examples include measuring brand sentiment over time, comparing brands to category norms, evaluating net promoter scores, tracking new product introductions, and identifying common topics of discussion. The document emphasizes that social media research can provide quick, ongoing insights into brands, products, issues, and competitors.

1. 20 Uses in 20 Minutes:
How to Leverage Social Media Research
Annie Pettit, Chief Research Officer, Conversition
apettit@conversition.com
Social media research by researchers, for researchers

2. 1
Measure Brand Sentiment Over Time
In early June 2012, Chick-Fil-A accused a company of infringing on their
trademark. Then, in late June, Chick-Fil-A was accused of not supporting
equal marriage rights. Can Chick-Fil-A return to their former glory days?
50%
40%
30%
20%
10%
0%
Apr- Apr- Apr- Apr- Apr- May May May May Jun- Jun- Jun- Jun- Jul- Jul- Jul- Jul- Jul- Aug- Aug- Aug- Aug- Sep- Sep- Sep- Sep- Oct- Oct-
02 09 16 23 30 -07 -14 -21 -28 04 11 18 25 02 09 16 23 30 06 13 20 27 03 10 17 24 01 08
T2B 44% 43% 43% 42% 46% 46% 47% 43% 43% 39% 42% 44% 41% 28% 48% 19% 17% 22% 21% 26% 35% 37% 36% 38% 30% 42% 40% 34%
N 41% 42% 42% 41% 40% 39% 38% 41% 41% 41% 41% 40% 41% 42% 34% 43% 44% 44% 45% 44% 40% 40% 39% 39% 42% 38% 42% 41%
B2B 15% 16% 15% 17% 15% 15% 15% 16% 16% 19% 17% 17% 18% 30% 18% 38% 39% 34% 35% 31% 25% 23% 25% 23% 28% 20% 19% 25%

3. 2
Compare to Category Norms
In the shampoo category, Pantene is outperforming norms by 7 to
20 points. They need to ensure they retain this leading position.
70%
60%
% of Verbatims that are Positive
50%
40%
30%
20%
10%
0%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Pantene 54% 57% 58% 58% 49% 55% 58% 54% 57% 58% 44% 53% 55%
Norms 38% 39% 38% 39% 37% 40% 39% 38% 36% 39% 37% 39% 38%

4. 3
Compare Sentiment to Competitors
Although the iPad generates the greatest awareness, the Nook
consistently receives more positive ratings in the social media space.
Should Apple be concerned?
70%
60%
50%
Top 2 Box (Positive)
40%
30%
20%
10%
0%
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
iPad 39% 36% 41% 39% 36% 49% 32% 40% 65% 58% 54% 48% 52%
Kindle 42% 42% 44% 45% 45% 38% 38% 39% 48% 46% 46% 48% 48%
Nook 54% 56% 52% 52% 47% 52% 49% 53% 56% 57% 58% 50% 55%

5. 4
Compare Brands in 3D Space
Among its
competitive set,
Checkers enjoys the
optimum position
with the most
positive chatter, as
well as the most
passionate chatter.
But it does not enjoy
the volume of chatter
that McDonalds and
Chick-Fil-A do, both of
which suffer from
lower sentiment.

6. 5
Evaluate Net Promoter Indicator
This NPS inspired score, ranging from -100 to 100, demonstrates that
recommendations for Citibank lead whereas Bank of America trails.
40
30
20
10
0
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
BAC 23 22 18 17 18 20 25 24 25 22 23 26 29
Chase 18 25 31 19 23 30 25 27 23 26 33 32 23
Citibank 35 30 26 22 24 27 34 35 33 32 29 33 32

7. 6
Evaluate Proprietary Measures
Create proprietary measure based on social media data for any
category and any theme to meet specific needs.
35
30
25
Consumer Innovation
Confidence
20
15
Brand
Loyalty Health
10
5
0
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Series1 20.2 18.8 19.2 18.8 18.4 30 21.2 15.2 21 20.5 21.6 23.3 24.1

8. 7
Track A New Product Introduction
Clear Scalp & Hair Therapy, by Unilever, launched to only mild fanfair the
week of May 7. And now, it is quickly losing interest. Can the brand find a
way to return the volume of buzz back to when it first launched?
400
350
300
250
Got it at @Target! Great hair is
200 part of my #bestdayever
150
100
50
0
1- 7- 13- 20- 27-
9- 14- 19- 27- 1- 6- 16- 18- 2- 9- 23- 29- 1- 3- 10- 17- 24- 1- 8- 15- 22- 29- 1- 5- 12- 19- 26-
Ma Ma Ma Ma Ma
Feb Feb Feb Feb Mar Mar Mar Mar Apr Apr Apr Apr Jun- Jun- Jun- Jun- Jun- Jul- Jul- Jul- Jul- Jul- Aug Aug Aug Aug Aug
y- y- y- y- y-
-12 -12 -12 -12 -12 -12 -12 -12 -12 -12 -12 -12 12 12 12 12 12 12 12 12 12 12 -12 -12 -12 -12 -12
12 12 12 12 12
count(*) 1 1 2 1 3 2 2 5 10 3 6 1 4 339 314 150 202 55 157 110 212 30 94 173 121 132 90 112 142 127 52 36

9. 8
Track an Adverse Event
Chick-fil-a drew attention for not supporting equal rights. The event drew
attention on August 1st when supporters staged a Chick-Fil-A appreciation
day. When will consumers forget this incident?
100000
Chick-fil-a and it’s supporters
80000 are making me ashamed to be
a Christian.
60000
no chickfilet here but I am so
40000 proud to be a Christian & have
conservatives taking a stand!
20000
0
Apr-16
Aug-13
Apr-02
Apr-09
Apr-23
Apr-30
Mar-05
Mar-12
Mar-19
Mar-26
May-07
May-14
May-21
May-28
Aug-06
Aug-20
Aug-27
Jun-04
Jun-11
Jun-18
Jun-25
Oct-01
Oct-08
Feb-01
Feb-06
Feb-13
Feb-20
Feb-27
Jul-02
Jul-09
Jul-16
Jul-23
Jul-30
Sep-03
Sep-10
Sep-17
Sep-24

10. 9
Identify the Most Common Topics
People talking about Chevrolet are most likely to mention the engine, and in
particular electric or hybrid engines. Chevrolet should focus their marketing
efforts here as opposed to less common issues such as the interior.

11. 10
Identify Your Key Strengths
People talking about the Diablo III war video game have the most positive
things to say about the shotgun weapon. The makers of Diablo ought to
ensure this weapon retains its positive features in future releases.

12. 11
Identify Your Major Weaknesses
Netflix, a provider of movies, announced a new price increase which
angered people and caused them to threaten cancelling their service and
switching to Redbox. The data quickly announces this.

13. 12
Identify Sources of Negativity
Delta airlines experienced bad press due to food contamination. Reddit
was a major source of negativity and so should be monitored to ensure
the coverage is fair and does not persist.

14. 13
Catch Early Rumblings
These are some of the more negative topics with very small sample sizes
for Delta airlines. Are these tiny problems that should be addressed before
they burst into major problems?

15. 14
Evaluate Language Styles
Mirror to your consumers the style of language that they prefer. Know
when to use strictly formal language or slightly relaxed language.
Casual Language Forceful Language
Formal Brand Names Informal Brand Names
14

16. 15
Choose a Celebrity Endorser
Garnier consumers are already talking about these famous actors. If they
want to partner with another celebrity, they ought to start with this list.

17. 16
Choose Product Co-Branding
People talking about Chevrolet are already talking about these electronics
brands. If they want to partner with a brand for some co-development or
co-marketing, they ought to start here.

18. 17
Choose the Right Options for a Survey
Coca-cola should ensure their survey questions include options
related to Mountain Dew, Gingerale, Dr. Pepper, and Pepsi.

19. 18
Measure ALL of your brands
A well designed survey focused on data quality can’t measure every
relevant brand. Focus on the top brands and let social media research do
the rest.
Abba O O O O O
Keratin Complex by Coppola O O O O O
Agadir Argan Oil O O O O O
KMS O O O O O
Alagio O O O O O
L'anza O O O O O
Alfaparf O O O O O
Liters O O O O O
Alterna O O O O O
O O O O O L'Oreal Professionnel O O O O O
American Crew
O O O O O Love Peace and the Planet. O O O O O
Amika
O O O O O Macadamia Natural Oil O O O O O
ARTec
Aveda O O O O O Marrakesh O O O O O
Back To Basics O O O O O O O O O O
Matrix
Bain De Terre O O O O O O O O O O
Matrix Amplify
Bed Head Hair Care O O O O O O O O O O
Matrix Biolage
Bed Head Sugar O O O O O
Matrix Color Smart O O O O O
Biosilk O O O O O
Matrix Curl Life O O O O O
Brazilian Blowout O O O O O
Matrix Logics O O O O O
Bumble and Bumble O O O O O
Matrix Men O O O O O
Catwalk Haircare O O O O O
Matrix Shade Memory O O O O O
CHI O O O O O
O O O O O Matrix Sleek Look O O O O O
CHI Deep Brilliance.
O O O O O Matrix Total Results O O O O O
CHI For Men
Circle of Friends O O O O O Matrix Vavoom O O O O O
Davines O O O O O O O O O O
Mens Hair Care
DermOrganic O O O O O O O O O O
Milania
Deva Concepts O O O O O O O O O O
MOP
Enjoy O O O O O
Nioxin O O O O O
Fairy Tales Haircare O O O O O
Not Your Mother's O O O O O
Farouk Deep Brilliance O O O O O
Orofluido O O O O O
FHI O O O O O
Paul Mitchell O O O O O

20. 19
Confirm Suspicious Findings
No research method is perfect nor 100% reliable. When suspicious
findings result, confirm them with a multi-mode strategy.
http://www.joehallock.com/edu/COM498/preferences.html

21. 20
Qualitative Collage Exercises
People share not only words online, but personal photos and
images.

22. Thank you
Questions?
Annie@Conversition.com
Hello@conversition.com
21