Pavel Lebedev presentation about Social media research on Esomar Best of Russia 2014

1. Social media research - new horizons
Where and when SMR will kill traditional research methodology
Pavel Lebedev
23.05. 2014
ESOMAR BEST OF - RUSSIA 2014

2. What are we analyzing: facts vs opinions
2
Who? When? How often? How
much?
What people think? Why?
What is the opinion?
Polls are usually approximate,
sometimes deadly incorrect
Only technological
measurements in 5-10 years
Interaction with TA in any form
structures an object
Social media monitoring
(listening) deals with organic
conversations

3. What opinion does really exist?
3
What is public opinion?
What is representativeness of public opinion?

4. 3D opinions
4
Person
Opinion
Polls tradition equalize
people with different media
effects
In the Internet media effect
can be measured, not only
detected.
Media effects: not just an ability to distribute some opinions, but also
put them into the minds.

5. What is social media monitoring?
5
What are they “saying”?
How do people interact with each
other?
Friends connections
What content do they like?How does information spread?
Who discuss brands?
Automated collection of public posts and comments (+ related data) on a particular
subject (determined by a list of keywords).

6. Monitoring vs Polls
6
Research design
(questionnaire, sample)
Search query
(key words)
Interviewer / self-filling
Data with preset structure
and amount
Report, spreadsheet,
infographics
Automated collection
Texts with metadata
Report, spreadsheet,
infographics, data stream

7. SM Monitoring peculiarities
7
Search query
(key words)
Automated collection
Texts with metadata
Report, spreadsheet,
infogaphics, data stream
Unknown data structure. Amount of data is
known only after collection.
Message (not a person) is an analysis unit.
General totality
Analysis (structuring) plan is developing after
data collection.
Some aspects may not be discussed.
Opinion structure (topics, sentiment) and
media field dynamics

8. Ex. No1. Analysis of brand perception
8
Regular SM Monitoring
Retailer brand with 6 competitors
Evaluation of 20+ Retailer characteristics
The spread of newsworthy for PR needs

9. Types of contents and types of authors
9
Users Brand Media /Publics Bots
News / events yes yes
Histories yes yes
News & Histories reposts yes yes yes
User opinions yes
Irrelevant mentions yes
Spam yes
Brands are usually interested in user opinions

10. People are engaged in discussion about brands
10
2023
3327
5437
5662
6999
5296
2565
4475
6030 5568
5166
3679
801 950 1623
1585
1272
1043
207
332 241 239 192
215
1181
2969
2551 2109
1859 1752
743
2010
1186
1308 1307
1012
1658
4020
4892
4299
2853
2627
0
1000
2000
3000
4000
5000
6000
7000
8000
September October November December January February
Shop 1
Shop 2
Shop 3
Shop 4
Shop 5
Shop 6
Shop 7

11. Evaluation of retailer characteristics
11
43%
23%
19%
16%
13% 13%
10%
9% 7%
5% 4% 4% 3% 3% 3% 2% 1% 1% 1% 0% 0% 0% 0%
12%
0,7 0,7
0,5
0,7 0,8
0,4
0,7
0,1
0,6
0,5
0,1
0,2
0,1 0,2
0,3
0,6
0,7 0,7
0,4
0,2 0,3
0,8
1,0 1,0
-1,0
0,0
1,0
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
41%
26%
7%
17%
4%
11%
2%
8%
5%
5%
2%
6%
1%
4%
1% 1% 1% 1% 0% 0% 0% 0% 1%
15%
0,5 0,3
0,7
0,2
0,4
0,2
-0,1
0,2
0,1
0,1
-0,6
0,2 0,1
0,0
-0,3
0,3
0,0
0,6
0,1
0,3
-0,5
0,0
0,9
1,0
-1,0
0,0
1,0
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Assortment
Internetshop
Retailstore
Price
Bonuses
QualityofGoods
salespromotion
Customer-orientation
Delivery
Holdforpickup
Callcentre
Exchangeofgoods
Competency
Servicecenter
E-mail/SMS
Infrastructureofretailstore
Banks
Ads,Marketing
Services
Extraguaranty
Justice
Financialresults
Development
Other
% of mentions NSI
Net Sentiment Index (NSI)= (positive+ neutral- negative)/ total
Shop No7
Shop No2

12. Shop No1
Extra guaranty
Internet shop
Hold for pickup
Justice
Delivery Banks
Customer-orientation
E-mail / SMS
Services
Retail store
Competency
Bonuses
Ads, Marketing
Financial results
Shop No6
Exchange of goods
Development
Service center
Quality of Goods
Infrastructure of retail store
Assortment
Price
Shop No7
Shop No3
Shop No4
Shop No5
Shop No2
Call centre
sales promotion
Process on online shopping External activities
Interaction with clients Goods features
External activities
Internal activities
Objectivefeatures
Interactionretailer-consumers
Perception map

13. The spread of Media Markt newsworthy
13
1
5
2
8
10
3
4
6
Number of mentions 1 267
Unique authors 1 190
Reach: 11 639 531
Engagement 3 358
1 Есть шанс получить 1 в карму и сделать хорошее дело!
2
#им_новостиНа каждой улице в Европе есть контейнеры,
предназначенные для сбора радиоактивного мусора и батареек
3 Всем-всем!! "Переработка батареек в России - время пришло"
4 Российские магазины начнут принимать батарейки от населения
5 Media Markt будет принимать использованные батарейки
6
!!!Новость дня от первоисточника!!! С КОНЦА ОСЕНИ магазины
MediaMarkt начинают принимать батарейки от населения.
8 Первое в России предприятие по переработке использованных батареек!
9 Media Markt начнет прием отработанных батареек в Екатеринбурге
10 Другие
9

14. Results
14
Different types of mentions for different research goals.
User opinions cover many sides of brand activities.
They are about things that people really care and discuss
spontaneous.
News and “viruses” circulation as a part of media research,
evaluation of PR-effect.

15. Ex. No2. Ad campaign discussion in SM
15
Ad campaign image monitoring
Reasons for spontaneous interest to the Ads
Insights about ads perception and engaged audience

16. Beverage brand
16
Brand mentions – 360 mentions per month
Ads mentions – 42 mentions per month (11%)
First month of campaign
0
5
10
15
20
25
30
35
40
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
Упоминания бренда
Упоминания анализируемой рекламы
Brand mentions
Ads mentions

17. 17
Brand mentions – 1700 mentions per month
Ads mentions – 800 mentions per month (47%)
Soundtrack mentions – 745 mentions (44%)
Other ads mentions – 55 mentions (3%)
Beverage brand
х 4,7
х 19
Second month of campaign
0
20
40
60
80
100
120
140
160
180
200
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Упоминания бренда
Упоминания анализируемой рекламы
Упоминания саундтрека рекламы
Brand mentions
Ads mentions
Soundtrack mentions

18. Socio-demographics
18
31%
9%
3%
2%
2%
2%
2%
2%
2%
47%
Moscow
St. Petersburg
Volgograd
Novosibirsk
Rostov on Don
Ufa
Ekaterinburg
Krasnodar
Samara
Others
Discuss brand
23%
5%
3%
2%
2%
2%
2%
60%
Moscow
St. Petersburg
Novosibirsk
Izhevsk
Perm
Rostov on Don
Ufa
Others
Discuss ads
Discuss brand
Male
Female
Discuss ads
Male
Female
Second month of campaign

19. Results
19
Ad campaign stimulates growth of spontaneous discussions
about brand, not only ads.
Unexpected context of ad discussion (soundtrack) .
Lack of interest in promo mechanics.
Where are two different audiences: one is interested in brand,
the other – in ads.

20. Summing up: main advantages of SM Monitoring
20
Organic Conversations
Niche Audiences
Cost-effective
Fast and Flexible
Direct access to unfiltered conversation, allowing
researcher to understand how consumers discuss
the brand or category.
Access to incredible amounts of data, including
historical data, with the ability to drill down and find
niche audiences
Quick, cost effective research
Changes can be made quickly if the research isn’t
being productive or if new avenues need to be
explored

21. Future of the research industry: one more divide
21
Thank you!
Pavel Lebedev
lebedev@wobot-research.com
William C. Pink How Big Data Liberates Research
Data analytics
Technology
Data interpretation
Consulting