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SPONSOR LOGOSPONSOR LOGO
Social Media Beyond Engagement
Jason Dunstone
Managing Director
Square Holes
www.linkedin.com/in/...
SPONSOR LOGO
“Market research
is any organized
effort to gather
information about
markets or
customers ”
SPONSOR LOGO
“ Right now, with social
networks and other
tools on the Internet, all
of these 500 million
people have a way...
SPONSOR LOGO
Facebook Prospectus February 1, 2012
SPONSOR LOGO
1. Should we / shouldn’t we?
2. Yes, let’s do it!
3. It’s about engagement!
4. Sentiment monitoring
5. Deeper...
SPONSOR LOGO
“It’s about engagement!”
SPONSOR LOGO
# 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. ...
SPONSOR LOGO
Deeper consumer understanding …
online, offline, marketing,
NPD, behavior change etc
Digesting the bigger pic...
SPONSOR LOGO
The thinking as to being online is moving from
engaging to
understanding consumers
SPONSOR LOGO
Moving from qualitative, quantitative,
statistics, field management etc
To data artists, scientists,
programm...
SPONSOR LOGO
Focus moves from this To this
SPONSOR LOGO
And, from ‘more, more, more whatever it takes’ to a robust ‘sample’
Strategies are adopted to entice interest...
SPONSOR LOGO
But, it’s not that easy …
SPONSOR LOGO
Some social data such as
Twitter and Foursquare is
open to use.
Facebook is more closed.
SPONSOR LOGO
SPONSOR LOGO
Does Facebook
have a legal leg
to stand on?
Or are they just a
scary monster?
“The
attorney
said that
they we...
SPONSOR LOGO
Market research industry has a
squeaky clean privacy
background through AMSRO,
AMSRS, ESOMAR etc.
SPONSOR LOGO
The ‘wave’ of social data offers exciting
opportunities for market researchers.
Services and tools are ever e...
SPONSOR LOGO
3.Data collection
4.Outputs
1.Brief
2.Methodology
3.Proof of concept
4. Full implementation
1.Opportunity ide...
SPONSOR LOGO
1.Brief
2.Methodology
3.Proof of
concept
1.Opportunity
identification
2.Design
and trial
ToFrom
Greater resou...
SPONSOR LOGO
3.Proof of concept
4.Full implementation
1.Opportunity identification
2.Design and trial
Creation of a cultur...
SPONSOR LOGO
“ Right now, with social
networks and other
tools on the Internet, all
of these 500 million
people have a way...
SPONSOR LOGOSPONSOR LOGO
Social Media Beyond Engagement
Jason Dunstone
Managing Director
Square Holes
www.linkedin.com/in/...
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Social media beyond engagement

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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

  1. 1. SPONSOR LOGOSPONSOR LOGO Social Media Beyond Engagement Jason Dunstone Managing Director Square Holes www.linkedin.com/in/jasondunstone
  2. 2. SPONSOR LOGO “Market research is any organized effort to gather information about markets or customers ”
  3. 3. 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
  4. 4. SPONSOR LOGO Facebook Prospectus February 1, 2012
  5. 5. SPONSOR LOGO 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
  6. 6. SPONSOR LOGO “It’s about engagement!”
  7. 7. SPONSOR LOGO # 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%?
  8. 8. SPONSOR LOGO 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
  9. 9. SPONSOR LOGO The thinking as to being online is moving from engaging to understanding consumers
  10. 10. SPONSOR LOGO Moving from qualitative, quantitative, statistics, field management etc To data artists, scientists, programmers, working with APIs, data scraping and visualisation skills
  11. 11. SPONSOR LOGO Focus moves from this To this
  12. 12. SPONSOR LOGO And, from ‘more, more, more whatever it takes’ to a robust ‘sample’ Strategies are adopted to entice interested consumers
  13. 13. SPONSOR LOGO But, it’s not that easy …
  14. 14. SPONSOR LOGO Some social data such as Twitter and Foursquare is open to use. Facebook is more closed.
  15. 15. SPONSOR LOGO
  16. 16. SPONSOR LOGO 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”
  17. 17. SPONSOR LOGO Market research industry has a squeaky clean privacy background through AMSRO, AMSRS, ESOMAR etc.
  18. 18. SPONSOR LOGO 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.
  19. 19. SPONSOR LOGO 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
  20. 20. SPONSOR LOGO 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
  21. 21. SPONSOR LOGO 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. 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. 23. SPONSOR LOGOSPONSOR LOGO Social Media Beyond Engagement Jason Dunstone Managing Director Square Holes www.linkedin.com/in/jasondunstone

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