Summary of Social Media offer from E2E Research highlighting the LEI process of listening, engaging and interpreting. Tradtional social media research is listening only, here they directly engage with participants to help organisation understand market drivers and insights.

1. Social Media Research
Introducing the LEI™ process

2. Introducing E2E
We are a leading one stop solution supporting all the
major activities of market research services. E2E
combines quality, experience, turnaround time along
with latest technology to deliver the results as expected
from the clients.
We differentiate ourselves from other outsourcing firms,
with client and project specific optimized processes and
complete focus on quality deliverables
• Innovation
• Top class quality
• Significant value
• Derive and optimize processes
• Adapt new technology
• Honor time
• Lend end to end services
• Global Coverage

3. What is social media
Fragmented and largely unstructured
Data Sources
Generally seen as a one way, listening medium
Constrained by the dynamic of social media
technology suppliers

4. Challenges for Research
• The social media market is growing exponentially both in terms of user
number and platforms
• Therefore the engine used to monitor and listen into these platforms
are constantly evolving
• The data is moving beyond just text into pictures, text and video
• The largest challenge with any project is filter and reduce the level of
noise from the river of posts
• Therefore where we are unable to get the level of detail we like the we
download data and continue to completed work analytics.
• With so much data picking the appropriate qualitative and meaningful
views that are driving the sentiment and the engagement score
• Filter the sentiments and perform the analysis for a given brand

5. So what do we have listen to
Sources are growing exponentially
Blogs
150 Million plus
User Forums, Message Boards & Review sites
Over25,000
Videos and Online Images
Roughly 95% of all online video contents panning more than 450 video sites
Flickr
Online Mainstream Media
Over30,000 sources comparable to that of Google news
Micro Media and Voting Sites
Twitter
Friendfeed
Del.icio.us
Digg–voting site
Pinterest
Facebook now at 900million users
Additionally, sources can be augmented by including specific URL’s

6. Social Media Research Model
• LISTEN
1
• ENGAGE
2
• INTERPRET
3
The LEI™ Process

7. Three Stages
• Identify the • Engage respondents • Interpretation of
Marketing identified by recruiting data patterns and
objective them or through online Insights
discussions
• Translate into • Analyze the data
listening • No Room for professional collected through
objectives survey takers custom research
• Define listening • Integrate with other client • Longitudinal
parameters data or a custom research Analysis, analysis of
study relationship, text
• Identify the and semantic
sources of data • Follow client blogs & analysis, sentiment
collection continue engaging activity analysis

8. Listening Approach
Our start point is to listen and engage with your brand promoters online.
We do this by:
Collecting data available across the online media.
Identify the competitor, the crowd, the influencer
Collect real time listening to the conversations on the blogs, opinions,
discussions, social networking sites, p2p media, micro media etc.
Look to identify the drivers and influencers of the market and segment
Define an approach strategy for the individuals to be be approached

9. Determining Boundaries
Geography and Language
Ability to segment conversations by geographic market and language
Languages
English, French, German, Spanish Italian, Russian, Simplified Chinese, Finnish, Swedish,
Dutch, Japanese, Portuguese and Korean

10. Coverage of Sources

11. Real Time Updating

12. Buzz and Conversations
Use text analytics to identify trending
subjects

13. Tracking Change
CORRELATION OF INCREASE IN BUZZ CAN BE
IDENTIFIED
INCREASE IN BUZZ ON
CNBC OVER A PRODUCT
(SERMO)

14. Real Rel Real time dashboards
In project feedback helps identify early insights and
change in process if required

15. Engagement
Communities

16. Engagement

17. Blue Tooth Headset Manufacturer
Objective
Blue‐tooth device manufacturer wanted to listen for
opinions ,ratings and evaluations of product features
and key brands of blue-tooth headsets
•Listening Solution
 Longitudinal listening platform set up to monitor and
extract discussion ,sentiments and evaluations from
most active sites
•Insights and Implications
Sound quality, Battery life and Fit/Looks top 3 features
discussed
Client’s brand leads in Fit/ Looks, lags in performance
features- notably sound quality

18. Credit Card Issuer
Objective
 Evaluation of credit cards owned and perception of
competing cards in emerging growth markets.
•Listening Solution
 30-day listening platform, content and tone of
comments, specific delight and/or frustrations, WOM
recommendations
•Insights and Implications
 Discrepancy between what companies promised
and what customers perceived companies delivering
single biggest source of dissatisfaction
Implications for customer service and product
features/ benefits communicated

19. Social Media Summary
It now can be more than a
one way listening medium
Needs a mix of new
listening skills with some
heritage and some new
methodologies such as
communities, online and
mobile research

20. E2E Research