Market Research Online Session from CIPR Social Media Conference

1. A Rough Guide to
Social Media Research
Francesco D’Orazio, Research Director at Face, @abc3d
CIPRsm

2. We have been
asking the
wrong question

3. “We talk of the relationships
consumers have with our brands
as if they were primary but the
data points to things being
otherwise. Consumers’ most
valuable relationships are not with
brands but with other
consumers” Mark Earls

5. Social media allow us to learn about
the relationships and interactions
between consumers and how brands
can fit into that equation
Cosmic 140 © Information Architects, Inc. 2010

6. Social Media allow us to see how
interactions play out at network level

7. How do you fit
into peoples
lives?
What does it
mean to be
human?
© Avatar Sculpture Works 2005

8. Currently we look at social media#
like a butcher looks at a carcass
Cutting by
keywords
Aggregating
by channels
Weighting
by influence

9. © Alexandre Farto aka Vhils 2010
We are only just scratching #
the surface > CONTENT

10. © Alexandre Farto aka Vhils 2010
Missing out on
CONTEXT > stories, social
spaces, physical spaces…
BEHAVIOUR > activities,
purchase, consumption…

11. “A Periodic Table of Human Behaviours” David Bausola

12. The code
behind a
tweet

13. © Alexandre Farto aka Vhils 2010
Today we are going to focus on
analyzing CONTENT through
social media mining

14. how do you turn social
media data into insights?

15. Define the objectives of the study:
Brand audit#
Topic audit#
Campaign Tracking#
Ongoing Tracking#
Social CRM

16. Hearing vs Listening#
What are you going to listen to?#
Do not assume you can track everything#
Build a panel of sources#
Shape your panel strategically#
Make data comparable over time

17. Define your #
verticals#
as well as your #
horizontals

18. What kind of data streams #
do you have access to?#
Real-time?#
Sampled?#
Sampled How?#
Historical?

19. Define your search strategy
Cast your net wide#
Keywords & Keyphrases
Stopwords & Content Filters
Date Range
Iterate

20. Look at the metrics

22. visual mining and natural interaction with
data to support pattern recognition #
and iterative thinking

23. volumes are nothing without weighting
take into account reach,
engagement and features of
each message
to assess its ‘visibility’

24. human sentiment analysis is key: #
we crowd-source it
Analysts Company
Benefits of this approach
a) access to a on-demand, 24/7, scalable workforce
b) volumes: thousands of messages analyzed in a few hours
c) lower cost per message coded

25. 1) Domain Relevance
2) User Reach
3) User Credibility
how do you
measure
influence?

26. but there are still some open challenges:
demographics
geography
sentiment
sources
spam

27. this is why social media analysis is all about...

28. partitioning
reducing complexity hierarchy
independence

29. mining for patterns
decoding the shape of phenomena,
rather then micro values

30. from data to insights

31. the
POLL packaging PICTURE
The analysis funnel
S
looks cool
CHAT but... love this
did you ad...
hear saw
BLOG that.. this on
fb this is
VIDEO cool..
check
this out
web scan
targeted monitoring
feedback feedback
noise reduction
refined mentions
feedback analysis feedback
reporting

32. step #1
landscape
summary of the most
important data for any
specific search

33. volumes/reactivity

34. visibility

35. qualitative visibility

36. geography

37. step #2
leads
identify the leads
that might be
pointing towards
relevant phenomena

38. step #3
drill-down
different types of
leads require
different types of
drill-down action

39. topics/wordclouds

40. topics/treemaps

41. trending topics / strata

42. Sites/users by volumes

43. Sites/users by visibility

44. Sites/users by engagement

45. step #4
events
explain what
caused a specific
phenomenon

46. More on Pulsar Social Media Mining Solutions

47. More on Pulsar Social Media Mining Solutions

48. tactical
“reactions show that speed is not the main concern and
there is a solid audience for propositions that are
tailored on usage levels”
step #5 “identify the most influential sources that have been
insights discussing the topic and engage them about the launch
of the new broadband packages”
strategic
“providing original research-based information which
sources and users can embed within their contents
drives high profile mentions and viral engagement”

49. bring together events + insights in a
comprehensive trend that tells the story of
step #6 the brand over a specific period of time
trends
+
models
identify recursive patters and suggest actions
which will cause a trend to emerge again

50. O2 Case Study

51. the business context
1. To plug social media monitoring into the heart of business
and brand planning
2. To help maximise the potential of executions in terms of
Social Networking
3. To understand how we can target media and seed better than
today
4. To help with gaining proactive insight – early discovery of
emerging trends / issues / opportunities
5. Brand reputation management of both consumers and the
media

52. RTO2 is a social media monitoring and
analysis solution designed for O2.
RTO2 it’s software +
strategic consultancy
outputs:
1) bespoke dashboard
2) weekly reports
3) monthly conferencing
4) quarterly workshops

53. dashboard
online DB
web crawler
A live interactive dashboard
generates real-time data
visualization and customized
reports
analytics
A web crawler browses the
World Wide Web searching for
specific key-phrases in a
methodical, automated manner.
It creates a copy of all the
Software analytics tools and
relevant pages and stores them
human analysts process the
in an online database for later
information harvested by the
processing
web crawler in real-time

54. the real-time dashboard

55. The overriding research objective was to utilise
one tool for Traditional media and Social media,
covering:
1. Media and consumer social media monitoring
2. Buzz monitoring and sentiment tracking
3. Brand reputation management and performance
4. Media performance
5. Messaging success

56. How is being used?
insight/innovation: topic-trend exploration
brand/pr: brand reputation - share of voice
brand/pr: wider landscape
brand/advertising/pr: product/service/campaign tracking
customer care: targeted customer engagement / social CRM

57. immediate practical challenges:
1) Key word search continuity
2) Scale
3) Education/training
4) Real-time planning
5) Real-time social CRM

58. thanks
@abc3d
francesco@facegroup.co.uk