Presentation by Jason Dunstone at 2013 Australian Market Research and Social Research Conference re using social data to gain consumer insights.

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Social Media Beyond Engagement
Jason Dunstone
Managing Director
Square Holes
www.linkedin.com/in/jasondunstone

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“Market research
is any organized
effort to gather
information about
markets or
customers ”

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“ Right now, with social
networks and other
tools on the Internet, all
of these 500 million
people have a way to
say what they're
thinking and have their
voice be heard. ”
Mark Zuckerberg

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Facebook Prospectus February 1, 2012

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1. Should we / shouldn’t we?
2. Yes, let’s do it!
3. It’s about engagement!
4. Sentiment monitoring
5. Deeper measures of ROI
6. Social media as research data
Social media thought process …
Thinkingaroundsocialmediaisgettingdeeper

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“It’s about engagement!”

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# Name Total Likes Talking about
1. Coca-Cola 69,931,637 983,561 1.4%
2. Red Bull 39,337,725 334,120 0.8%
3. Converse 36,902,237 115,628 0.3%
4. Starbucks 34,974,731 481,822 1.4%
5. PlayStation 34,703,073 246,079 0.7%
6. Oreo 34,027,555 257,282 0.8%
7. Walmart 31,381,017 506,276 1.6%
8. iTunes 30,247,514 91,395 0.3%
9. McDonald's 29,228,549 122,918 0.4%
10. BlackBerry 28,850,875 41,8799 1.5%
http://www.socialbakers.com/all-social-media-stats/facebook/
Engagement
rates are low.
What about the
other 99%?

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Deeper consumer understanding …
online, offline, marketing,
NPD, behavior change etc
Digesting the bigger picture to
get back to the target consumer
Social media thought process …
1.
2.
3.
4.
5.
Opportunities are HERE > 6. Social media as research data
Tools ever emerging here
4. Sentiment monitoring
5. Deeper measures of ROI

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The thinking as to being online is moving from
engaging to
understanding consumers

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Moving from qualitative, quantitative,
statistics, field management etc
To data artists, scientists,
programmers, working with
APIs, data scraping and
visualisation skills

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Focus moves from this To this

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And, from ‘more, more, more whatever it takes’ to a robust ‘sample’
Strategies are adopted to entice interested consumers

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But, it’s not that easy …

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Some social data such as
Twitter and Foursquare is
open to use.
Facebook is more closed.

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Does Facebook
have a legal leg
to stand on?
Or are they just a
scary monster?
“The
attorney
said that
they were
just about to
sue me into
oblivion”

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Market research industry has a
squeaky clean privacy
background through AMSRO,
AMSRS, ESOMAR etc.

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The ‘wave’ of social data offers exciting
opportunities for market researchers.
Services and tools are ever emerging
to easily access unstructured and some
structured data.
Yet, the biggest opportunity will come
from market researchers expanding
their partnerships and innovating.

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3.Data collection
4.Outputs
1.Brief
2.Methodology
3.Proof of concept
4. Full implementation
1.Opportunity identification
2.Design and trial
ToFrom
Partnerships and
innovation

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1.Brief
2.Methodology
3.Proof of
concept
1.Opportunity
identification
2.Design
and trial
ToFrom
Greater resource skew
to ‘innovation’
4. Full implementation
4.Outputs
3.Data collection

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3.Proof of concept
4.Full implementation
1.Opportunity identification
2.Design and trial
Creation of a culture
focused on defining
innovation projects that
deliver on consumer
insight and broader
business objectives using
social data.
Partner with internal and
external IT and related
professionals.
What tools currently exist
and where are there gaps?
Legal, policy and other
implications.
Is it possible and
lessons learnt?
Refinement of
design, budget
and likely ROI.
Approval of full
project and
implementation.
Consumer profiling
Emotional context
Influence networks
Sales drivers
Campaign impact
Segmentation
Enhanced sentiment
Brand differentiation
Consumer lives
Improved targeting
Product development
Building advocacy
Unmet needs
Service gaps

22. SPONSOR LOGO
“ Right now, with social
networks and other
tools on the Internet, all
of these 500 million
people have a way to
say what they're
thinking and have their
voice be heard. ”
Mark Zuckerberg

23. SPONSOR LOGOSPONSOR LOGO
Social Media Beyond Engagement
Jason Dunstone
Managing Director
Square Holes
www.linkedin.com/in/jasondunstone