The document discusses social media research methodology. It outlines how to identify online conversations, analyze trends and sentiment, and interpret results to meet business goals. Examples of top-level data and sample reports are provided. Finally, it notes that while tools can aggregate social media data, cleaning and ongoing analysis are required to derive meaningful insights.

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2. Welcome!
Agenda
 Benefits and Methodology of Social
Media Research
 What kind of data is available and
how to use it Amy Marshall
 Examples of research tools available Social Media Strategy & Research
COO, Columbus Division
 The reality of what’s involved in
executing social media research
@amymarshall
@fathomonline
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3. Social Media Data can help “figure it out”
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4. All over the internet people are
sharing opinions,
writing reviews,
sharing experiences,
tweeting
about brands
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5. Ratings & Reviews
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6. Customer Feedback
People are talking
about all brands
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7. Social Media Irony
Consumers
use social
media to learn
what to buy
Brands use
social media
to learn how to
sell
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8. Social Media
Monitor Listen Participate
Manage
Watch Participate in
customer
competitors conversations
service
Gather
Look for new Build strong
customer
opportunities relationships
opinions
Monitor Identify Gather direct
conversations influencers feedback
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9. Social Media is a Large Focus Group
Augment offline
research
 such as phone
surveys or focus
groups,
with social media
conversation data
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10. Social Media Data
Why social media data can be “efficient” and “accurate”
 Eliminates the observer effect
 Eliminates self-selection
 Huge amount of information and samplings, fast
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11. Social Media
Monitor Listen Participate Analyze
Manage Product
Watch Participate in
customer development
competitors conversation
service
Consumer
Gather messaging
Look for new Build strong
customer
opportunities relationships
opinions
Measurement
Monitor Identify Gather direct
Competitive
conversation influencers feedback
intelligence
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12. Social Media Data Research Methodology
 Identify online  Analyze the online  Interpret the results
conversations channels, content into business goals
about the brand, and connections for and objectives
competitors and trends and behavior
product or services
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13. Research Plan
 Brand
 Competitor brands
 Partner brands
 Industry groups
 Product names/services
 Campaign names
 Events
 Industry terms
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14. Top Level Social Media Data Available
 Volume of conversation
 Channels where conversations are happening
 Demographics – gender, age
 Geography
 Top posters
 Influencers
 Top keywords
 Relational themes
 Sentiment
 Trends by social networks
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15. Analyzing the Data
 Compare timeframes
 Pre and post campaigns  Trend keyword themes
 Year over Year  Brand messaging or
consumer messaging
 Campaign driven, consumer
driven or media driven
 Identify influencers
 Sentiment
 Brand advocates
 Relevant, influential posters
 Track targeted geographies
 Office locations
 Targeted campaigns
 Segment personas or
target audience themes
 Keyword themes used  Channels
 Channels talking on  Different conversation themes
by channel – Message Map
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16. Real Reports & Data
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17. Report Examples
 Volume of
conversation
examples
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18. Report Examples
 Channels
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19. Report Examples
 Demographics
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20. Report Examples
 Sentiment
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21. Tools
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22. Social Media Data Aggregation Tools
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23. Types of Social Media Tools
Monitoring Tools
• Google Alerts, Social Mention, NetVibes, Trackur,
Viralheat, Lithium Technologies, Radian6, Sysomos
Engagement Management Tools
• ArgyleSocial, SproutSocial, HubSpot, Hootsuite,
Sysomos, Visible Technologies
Conversation Research & Analysis Tools
• Radian6, Sysomos, Nielsen, Visible Technologies,
Crimson Hexagon, Brandwatch
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24. The Reality
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25. The Reality of Social Media Research
Search setups are critical
Cleaning the data can be tedious
Depending on the brands and goals, it can take a lot of time
Can get “sucked into” the never ending data and segmentation options
Interpreting the data into business outcomes and actions is a skill
Need to analyze research on a regular basis
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26. Questions?
Amy Marshall
@amymarshall
amarshall@fathomdelivers.com
www.fathomdelivers.com (Social Media Intelligence)
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