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Neil	
  Beam	
  
Director	
  of	
  Client	
  Rela2ons	
  
nbeam@mo2vequest.com	
  
                   573-­‐489-­‐3363	
  
                      @neilbeam	
  
10 Keys to Successful Social Research
BEWARE	
  OF	
  BRAND	
  MONITORING	
  	
  	
  
LOOK BEYOND BRAND CONVERSATIONS TO UNDERSTAND CONSUMERS
            People talk about what they care about, typically not brands




 FOOD	
  CONVERSATIONS	
                                                      HEALTH	
  CONVERSATIONS	
                                                            CAR	
  CONVERSATIONS	
  


                                                                                                                      Brand Mentions
                                   Brand Mentions                                                                          11%
                                         5%


                                                                                                                                                                No
                                                                                                                                                              Brand                      Brand
                                                                                                                                                             Mentions                   Mentions
 No Brand Mentions                                                                No Brand Mentions                                                            50%                        50%
       95%                                                                              89%




                Lowest	
  share	
  of	
                                                                                                                   Highest	
  share	
  of	
  
                brand	
  men2ons	
                                                                                                                        brand	
  men2ons	
  




                                  In	
  the	
  most	
  of	
  our	
  online	
  anthropology	
  studies,	
  if	
  we	
  defined	
  our	
  data	
  universe	
  by	
  brand	
  men2ons,	
  we	
  would	
  miss	
  the	
  bulk	
  of	
  
                                                relevant	
  consumer	
  discussion,	
  including	
  insights	
  that	
  are	
  being	
  used	
  to	
  make	
  our	
  client	
  brands	
  more	
  relevant.	
  
THE	
  DATA	
  SAMPLE	
  IS	
  CRUCIAL	
  	
  	
  
10 Keys to Successful Social Research
ANALYZE	
  DATA	
  TYPES	
  IN	
  DIFFERENT	
  
               WAYS	
  
Sports	
  &	
  Fitness	
      Digital	
  Water	
            ParenAng	
  
 MulA-­‐media	
  sites	
         Personal	
  blogs	
                                      Cooler	
  




                                                         Personal	
  Finance	
        Entertainment/Pop	
         Environment	
  &	
  
                                                                                            Culture	
              Philanthropy	
  
Photo	
  sharing	
  sites	
       Micro-­‐blogs	
  




                                                            AutomoAve	
                  Health	
  and	
          Food	
  &	
  DieAng	
  
                                                                                          Wellness	
  


  Forums	
  and	
  	
           Social	
  Networks	
  
 Message	
  Boards	
  


                                                            Technology	
               Retail	
  &	
  Style	
           Travel	
  
Challenge
A pharma company was
trying to understand how to
connect with patients

MQ Approach
Our analysis revealed very
different engagement and
needs with each different
media channel

Action
-  The client re-organized all
   of the channel planning
   and strategy to better put
   the right message in the
   right place.
CLEAN	
  DATA	
  MATTERS	
  	
  	
  
MAJOR	
  DATA	
  PROVIDER–	
  40%	
  VALID	
                                                                                                      MOTIVEQUEST	
  –	
  98%	
  VALID	
  
Name                                                                       count          dupes    spam    not	
  e nglish   valid        Name                                                        count               dupes             spam                 not	
  e nglish valid
debian	
  and/or	
  kubuntu                                                             5        4                                    1   Optibay	
  and	
  Bootcamp/VMware	
  Questions 13                                                                                                 13
Technical	
  Marketing	
  Update	
  2012	
  –	
  Week	
  25	
  –	
  #tmupdate5                   4                                    1   VMWare	
  Fusion	
  for	
  MySQL	
  -­‐	
  Backup	
  strategy 7                                                                                    7
is	
  an	
  i Mac	
  going	
  to	
  be	
  worth	
  i t?                                 4                                             4   EBS	
  Installation	
  on	
  V mware	
  Too	
  Slow                           6                                                                    6
RE:	
  Interesting	
  Buying	
  Experience	
  with	
  Dell                              4                                             4   Brass	
  Bottom	
  Boys                                                       5                                                                    5
RE:	
  MBPr	
  couple	
  use	
  questions.                                              4                                             4   Macbook	
  pro	
  with	
  retina	
  -­‐	
  Don't	
  shoot	
  me 5                                                                                  5
RE:	
  Red	
  Hat	
  CEO	
  Is	
  Ready	
  To	
  Squash	
  Microsoft,	
  V Mware,	
  a3 Oracle
                                                                                        nd	
                                          3   disallow	
  user	
  access	
  virtual	
  machines	
  without	
  ssl	
  certificate
                                                                                                                                                                                                                        4                                                                    4
cant	
  access	
  all	
  slices                                                         3        2                                    1   VACL	
  &	
  V Mware                                                          4                                                                    4
Enterprise	
  Sales	
  V eteran	
  Frank	
  Rauch	
  Leaves	
  HP                       3        2                                    1
                                                                                                                                          virtualising	
  application	
  server                                         4                                                                    4
ESXi	
  and	
  Network	
  Computer	
  Hardware                                          3        2                                    1
                                                                                                                                          [D]aily	
  [S]ingles	
  [L]onely?	
  [R]ant	
  	
  	
  	
  -­‐	
  Part	
  5 3                                                                      3
HP	
  Enterprise	
  Sales	
  V eteran	
  Frank	
  Rauch	
  Leaves.	
  We	
  Got	
  Your	
  Memo.
                                                                                        3        2                                    1
                                                                                                                                          [Resolved]	
  V MWare	
  Fit	
  Guest	
  Now	
  not	
  working	
  after	
  i nstalling	
  V Msvga2
                                                                                                                                                                                                                        3                                                                    3
RE:	
  Mac	
  or	
  PC	
  ?	
  Laptop	
  or	
  Desktop?                                 3        1                                    2
                                                                                                                                          Help	
  Choosing	
  between	
  2	
  builds!                                   3                                                                    3
RE:	
  virtualising	
  application	
  server                                            3        1                                    2
                                                                                                                                          Unable	
  to	
  i nstall	
  V M	
  workstation	
  8                           3                                                                    3
Windows	
  7	
  Ultimate	
  LastOS7	
  v2	
  Xtreme	
  (x64x86)	
  (2011) 3                      2                                    1
                                                                                                                                          Virtual	
  Learning	
  Environment	
  for	
  Networking?                      3                                                                    3
Xrumer	
  7.0.12	
  Elite	
  and	
  Hrefer	
  3.85(VMWare)                              3        1                                    2
Dell	
  vStart:	
  The	
  Simple,	
  Fast,	
  Smart	
  Path	
  To	
  V irtual	
  Infrastructure 1
                                                                                        2                                             1
                                                                                                                                          VMware	
  V SA	
  disk	
  usage                                               3                                                                    3
[b]NYSE[/b]	
  V olume	
  More	
  Sym	
  Name	
  Last                                   2        1       1                            0   About	
  V M	
  fusion                                                        2                                                                    2
20%LifeTime|	
  Hostplate.com(1Gbps-­‐NL)Unmetered:VMware	
  Windows	
  &	
  OpenVZ	
  Linux(SolusVM)
                                                                                        2        1       1                            0   ASM	
  disk	
  i s	
  not	
  displaying                                       2                 1                                                  1
CBT	
  Nuggets	
  :	
  MCTS	
  70-­‐403	
  SCVMM	
  &	
  70-­‐652	
  Hyper-­‐V      2        1       1                            0   Cooler	
  Master	
  RC-­‐692-­‐KKN2	
  No	
  Power	
  Supply	
  ATX	
  Mid	
  Tower	
  Case	
  (Black)
                                                                                                                                                                                                                        2                 1                                                  1
FP	
  SoftPack	
  12.05.1	
  (MULTI32012)                                               2        1       1                            0   DCNM                                                                          2                                                                    2
Mac	
  OS	
  X	
  Lion	
  10.7	
  Developer	
  Preview	
  (VMWare	
  Fusion	
  U2       pdate) 1         1                            0   Error	
  1606                                                                 2                                                                    2
Mac	
  OSX	
  10.8	
  Mountain	
  Lion	
  DP	
  V Mware	
  Image                        2        1       1                            0   ESXi	
  V Ms	
  so	
  slow	
  i t's	
  almost	
  unusable                     2                                                                    2
N36L	
  hard	
  drive	
  upgrade                                                        2                                             2   Event	
  i d:6008	
  unexpected	
  shutdown	
  analysis2                                                                                           2
New	
  Webmaster/SEO	
  Workstation	
  Build                                            2                                             2   Google	
  Compute	
  Engine	
  Ignores	
  V Mware,	
  Microsoft	
  Users	
  |	
  Faheem	
  Lab
                                                                                                                                                                                                                        2                                                                    2
Portable	
  soft	
  v.1.2.4.8	
  (05.2012)                                              2        1       1                            0   hi	
  i am	
  not	
  able	
  to	
  run	
  the	
  other	
  softwares	
  i n	
  the	
  system	
  after	
  i nstaling	
  the	
  vmware7.1,the	
  system	
  i s
                                                                                                                                                                                                                        2                                                                    2
Re:	
  Beginner's	
  i nquiry	
  on	
  How	
  Oracle	
  V DI	
  product	
  works   2        1                                    1   Installing	
  CUEAC	
  on	
  V Mware	
  ESXi                                  2                                                                    2
RE:	
  Does	
  anybody	
  here	
  use	
  V iew?                                         2                                             2   loss	
  of	
  higher	
  screen	
  resolution	
  capabilities	
  with	
  l inux	
  6
                                                                                                                                                                                                                        2                                                                    2
RE:	
  Solved:	
  php	
  upload	
  restriction                                          2        1                                    1   Official	
  Minecraft	
  "VWVortex	
  Server"                       2                                                                    2
SOFTPIR	
  WPI	
  Professional	
  02.12	
  x 32/x64	
  2012	
  Multilanguage            2        1       1                            0   Remove	
  floppy	
  by	
  default                                             2                                                                    2
VMware	
  adds	
  Mozy	
  to	
  i ts	
  cloud	
  and	
  virtualization	
  e mpire2               1       1                            0   RT	
  @GeorgeReese:	
  My	
  l atest	
  blog	
  e ntry:	
  The	
  2 ole	
  i n	
  the	
  V Mware	
  Whole	
  Cloud	
  Strategy	
  http://t.co/Fa7nxKdA	
  #clo
                                                                                                                                                                                                                        H                                                                    2
VMware	
  Fusion	
  v4.1.3.730298	
  Mac	
  OS	
  X                                     2        2                                    0   SAP	
  Events:	
  Running	
  SAP	
  on	
  V Mware	
  Infrastructure           2                                                                    2
VMware	
  Workstation	
  v8.0.2	
  Build	
  591240	
  Final/RePack	
  Lite/Unattended	
  EN-­‐RU	
  (2012)
                                                                                        2        1       1                            0   Those	
  l eap	
  seconds                                                     2                                                                    2
Windows	
  7	
  Ultimate	
  LastOS7	
  v2	
  Xtreme	
  (x64x86)	
  2011 2                        1       1                            0   using	
  the	
  update	
  tools	
  on	
  a	
  virtual	
  machine	
  with	
  a	
  macbok	
  pro
                                                                                                                                                                                                                        2                                                                    2
Windows	
  7	
  x Dark	
  Deluxe	
  x 86	
  3.6	
  RG	
  ISOENG	
  2011                 2        1       1                            0                                                                              100                  2                 0                   0           98
Wolfram	
  Mathematica	
  v8.0.4	
  (Mac	
  OSX)                                        2        1       1                            0
Xrumer	
  7.0.12	
  Elite	
  and	
  Hrefer	
  3.85                                      2        1       1                            0
求助啊,搞了两天了,EASY-­‐UI+STRUTS一直没数据。。。。。。大牛们。。。                                             2                                  2          0
                                                                                      93        40      14                 2         37
CODING	
  IS	
  CRUCIAL	
  	
  
CAPTURING RELEVANT
                    40 M Conversations   CONVERSATIONS

                                         SEARCHING FOR WORDS LIKE:
                                         Pickle
      Full
                                         Pickles
    Dataset
                                         Gherkin
                                         Claussen
                                         Clausen
                                         Vlasic
                                         Vlassic
                                         Bubbies
Filtering Process
                                         BaTempte
                                         Pickled cucumber
                                         FILTERING OUT NON-RELEVANT
                                         CONTEXTS LIKE:
                                         in a pickle
                     44,773 Pickle       Mr. Pickles
                     Conversations
                                         In a real pickle
                                         spam and advertising


   Pickle-Talk
                                         NOTE: These are only portions of
                                         the strings used.
FILTERING AND PAIRING                                     AN ACTUAL BOOLEAN STRING, FOR CANON CAMERAS

                                                          ((("Canon" OR canons)  AND (camera OR cameras OR "point and shoot" OR "slr" OR "dslr"
                                                          OR mirrorless OR cam OR cams)) OR ((A1100 AND (Canon OR Canons OR camera OR
                                                          cameras)) OR A1100IS) OR ((A3000 AND (Canon OR Canons OR camera OR cameras))
                           returns will include “bacon”
                     AND and “cholesterol”                OR A3000IS) OR ((A3100 AND (Canon OR Canons OR camera OR cameras)) OR A3100IS)
                                                          OR (A480 AND (Canon OR Canons OR camera OR cameras)) OR (A490 AND (Canon OR
                                                          Canons OR camera OR cameras)) OR (A495 AND (Canon OR Canons OR camera OR
                                                          cameras)) OR (D10 AND (Canon OR Canons OR camera OR cameras)) OR (G11 AND
                                                          (Canon OR Canons OR camera OR cameras)) OR (G12 AND (Canon OR Canons OR
 bacon     cholesterol                                    camera OR cameras)) OR ("PowerShot" OR "powershots" OR "power shot" OR "power
                                                          shots") OR (S90 AND (Canon OR Canons OR camera OR cameras)) OR (S95 AND (Canon
                                                          OR Canons OR camera OR cameras)) OR ((SD1200 AND (Canon OR Canons OR camera
                                                          OR cameras)) OR "SD1200IS" OR ("sd 1200" AND (Canon OR Canons OR camera OR
                                                          cameras)) OR "sd 1200IS") OR (("SD1300" AND (Canon OR Canons OR camera OR
                                                          cameras)) OR "SD1300IS" OR ("sd 1300" AND (Canon OR Canons OR camera OR
                                                          cameras)) OR "sd 1300IS") OR ((SD1400 AND (Canon OR Canons OR camera OR
                                                          cameras)) OR "sd1400IS" OR ("sd 1400" AND (Canon OR Canons OR camera OR cameras))
                                                          OR "sd 1400IS") OR (("SD3500" AND (Canon OR Canons OR camera OR cameras)) OR
                           returns will include either
                     OR    “bacon” or “sausage”
                                                          "sd3500 IS" OR ("sd 3500" AND (Canon OR Canons OR camera OR cameras)) OR "sd
                                                          3500IS") OR ((SD4000 AND (Canon OR Canons OR camera OR cameras)) OR "SD4000 IS"
                                                          OR "sd 4000 is" OR ("sd 4000" AND (Canon OR Canons OR camera OR cameras))) OR
                                                          ("SD4500IS" OR (SD4500 AND (Canon OR Canons OR camera OR cameras)) OR ("sd 4500"
                                                          AND (Canon OR Canons OR camera OR cameras)) OR "sd 4500is") OR (("SD780" AND
 bacon     sausage                                        (Canon OR Canons OR camera OR cameras)) OR "sd780IS" OR "sd 780IS" OR ("sd 780" AND
                                                          (Canon OR Canons OR camera OR cameras))) OR (("SD940" AND (Canon OR Canons OR
                                                          camera OR cameras)) OR "sd940IS" OR ("sd 940" AND (Canon OR Canons OR camera OR
                                                          cameras)) OR "sd 940is") OR ((SD960 AND (Canon OR Canons OR camera OR cameras))
                                                          OR "sd960IS" OR ("sd 960" AND (Canon OR Canons OR camera OR cameras)) OR "sd
                                                          960IS") OR (("SD980" AND (Canon OR Canons OR camera OR cameras)) OR "SD980 IS" OR
                                                          ("sd 980" AND (Canon OR Canons OR camera OR cameras)) OR "sd 980IS") OR ((sx120
                                                          AND (Canon OR Canons OR camera OR cameras)) OR "sx120is") OR (("SX130" AND
                                                          (Canon OR Canons OR camera OR cameras)) OR sx130is) OR (("SX20" AND (Canon OR
                     AND returns will include             Canons OR camera OR cameras)) OR sx20is) OR (("SX200" AND (Canon OR Canons OR
                                                          camera OR cameras)) OR sx200is) OR (("SX210" AND (Canon OR Canons OR camera OR
                     NOT “bacon” but not “kevin”          cameras)) OR "sx210is") OR (("SX30" AND (Canon OR Canons OR camera OR cameras))
                                                          OR SX30IS) OR((Rebel OR Rebels) AND (EOS OR Canon OR Canons)) OR (t1i OR t1ief OR
                                                          t1iefs) OR (t2i OR "t2ief" OR t2iefs) OR ("rebel x") OR ("Rebel XS") OR (EOS OR EOSs) OR
 bacon     kevin                                          ("EOS 1D" OR (Canon AND 1D)) OR ("EOS-1Ds" OR (Canon AND 1Ds)) OR ("EOS-50D" OR
                                                          (Canon AND 50D)) OR ("EOS-5D" OR (Canon AND 5D) OR 5D2) OR ("EOS-60D" OR (Canon
                                                          AND 60D)) OR ("EOS-7D" OR (Canon AND 7D) OR 7D2))
                                                          	
  
NET POSITIVE
 SENTIMENT
                Bacon


       20%
                Video Game Consoles



                Hybrid Cars


                Automotive
       10%
                Airlines




                Insurance	
  	
  



     Neutral
                Cell Carriers

                Financial Services



                Gas Companies
 NET NEGATIVE
  SENTIMENT
 
Visa	
  was	
  a	
  prominent	
  sponsor	
  of	
  the	
  2008	
  Olympics	
  with	
  its	
  “Go	
  World”	
  campaign.	
  
	
  
Unfortunately,	
  a	
  third	
  party	
  brand	
  monitoring	
  company	
  hired	
  to	
  gauge	
  results	
  of	
  
the	
  campaign	
  reported	
  plumme2ng	
  brand	
  sen2ment.	
  
	
  
Visa’s	
  agency	
  asked	
  us	
  for	
  a	
  second	
  opinion.	
  	
  We	
  found	
  225	
  non-­‐brand	
  linguis2c	
  
excep2ons	
  to	
  the	
  word	
  “visa”.	
  	
  (H-­‐1B,	
  issued	
  visa,	
  issuing	
  visa,	
  etc).	
  	
  	
  
	
  
Carefully	
  stripping	
  out	
  these	
  false	
  posi2ves	
  showed	
  that	
  Visa’s	
  sen2ment	
  actually	
  
rose	
  during	
  the	
  Olympics.	
  	
  	
  
	
  
	
  
     “Visa has these new Olympic commercials I really like. Morgan Freeman is
     the narrator and when has he not brought 100 % class to something? Plus,
    the stories range from gold medal wins to people with good losing attitudes
                                          and are quite inspirational.”
THE	
  BENEFITS	
  OF	
  LISTENING	
  VS.	
  ASKING	
  	
  	
  
Challenge
Pickle Brand X had no money
for big media they needed
social to work hard

MQ Approach
We used linguistic correlations
to understand what pickle
lovers where most passionate
about.

Action
-  Identified all sorts of new
   ways to market,
   merchandise and
   innovate in the category
-  Brand X growth beat both
   the category and the
   competition, growing 0.4
   share points (while the
   leading competitor lost
   0.8).
 USE	
  SOCIAL	
  RESEARCH	
  INTERACTIVELY	
  	
  	
  
Learn Management’s Goals and
                                      Hypotheses


                                                                 Research Millions of
          Reiterate and Retest With
                                                                   Conversations
                 Saved Data




                             Generate Insights, Ideas, Trends,
                                  Metrics, Implications




Kickoff      Data Harvest             Data Analysis              Final Report           Follow-Ups
 BEWARE	
  SIMPLE	
  METRICS	
  	
  	
  
IT’S TIME TO LOOK BEYOND MEASURMENT AND START UNDERSTANDING
    If brands want to connect with the consumer they must dig deeper




Marketing                                                      Sales
Problems
 BEWARE	
  SHINY	
  OBJECTS	
  
X
	
  
Challenge
Ram had a great product but
poor sales

MQ Approach
We used archetypal analysis
to identify category
positioning and opportunities

Action
-  Repositioned Ram against
   the rebel archetype
-  12 months later Ram was
   the fastest selling vehicle in
   the US
 DON’T	
  FORGET	
  THE	
  PEOPLE	
  	
  	
  
10 Keys to Successful Social Research
Great social media researchers have specific skills… but research
     departments can help foster the right priorities as well.
                                                             	
  




                        BALANCE	
  OF	
  LOGIC	
  &	
  INTUITION	
  




                        PATTERN	
  RECOGNITION	
  




                        CREATIVE	
  EXPERIMENT	
  DESIGN	
  
                                           	
  



                        PERSISTENCE	
  &	
  STUBBORNNESS	
  
Neil	
  Beam	
  
Director	
  of	
  Client	
  Rela2ons	
  
nbeam@mo2vequest.com	
  
                   573-­‐489-­‐3363	
  
                      @neilbeam	
  

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10 Keys to Successful Social Research

  • 1. Neil  Beam   Director  of  Client  Rela2ons   nbeam@mo2vequest.com   573-­‐489-­‐3363   @neilbeam  
  • 3. BEWARE  OF  BRAND  MONITORING      
  • 4. LOOK BEYOND BRAND CONVERSATIONS TO UNDERSTAND CONSUMERS People talk about what they care about, typically not brands FOOD  CONVERSATIONS   HEALTH  CONVERSATIONS   CAR  CONVERSATIONS   Brand Mentions Brand Mentions 11% 5% No Brand Brand Mentions Mentions No Brand Mentions No Brand Mentions 50% 50% 95% 89% Lowest  share  of   Highest  share  of   brand  men2ons   brand  men2ons   In  the  most  of  our  online  anthropology  studies,  if  we  defined  our  data  universe  by  brand  men2ons,  we  would  miss  the  bulk  of   relevant  consumer  discussion,  including  insights  that  are  being  used  to  make  our  client  brands  more  relevant.  
  • 5. THE  DATA  SAMPLE  IS  CRUCIAL      
  • 7. ANALYZE  DATA  TYPES  IN  DIFFERENT   WAYS  
  • 8. Sports  &  Fitness   Digital  Water   ParenAng   MulA-­‐media  sites   Personal  blogs   Cooler   Personal  Finance   Entertainment/Pop   Environment  &   Culture   Philanthropy   Photo  sharing  sites   Micro-­‐blogs   AutomoAve   Health  and   Food  &  DieAng   Wellness   Forums  and     Social  Networks   Message  Boards   Technology   Retail  &  Style   Travel  
  • 9. Challenge A pharma company was trying to understand how to connect with patients MQ Approach Our analysis revealed very different engagement and needs with each different media channel Action -  The client re-organized all of the channel planning and strategy to better put the right message in the right place.
  • 11. MAJOR  DATA  PROVIDER–  40%  VALID   MOTIVEQUEST  –  98%  VALID   Name count dupes spam not  e nglish valid Name count dupes spam not  e nglish valid debian  and/or  kubuntu 5 4 1 Optibay  and  Bootcamp/VMware  Questions 13 13 Technical  Marketing  Update  2012  –  Week  25  –  #tmupdate5 4 1 VMWare  Fusion  for  MySQL  -­‐  Backup  strategy 7 7 is  an  i Mac  going  to  be  worth  i t? 4 4 EBS  Installation  on  V mware  Too  Slow 6 6 RE:  Interesting  Buying  Experience  with  Dell 4 4 Brass  Bottom  Boys 5 5 RE:  MBPr  couple  use  questions. 4 4 Macbook  pro  with  retina  -­‐  Don't  shoot  me 5 5 RE:  Red  Hat  CEO  Is  Ready  To  Squash  Microsoft,  V Mware,  a3 Oracle nd   3 disallow  user  access  virtual  machines  without  ssl  certificate 4 4 cant  access  all  slices 3 2 1 VACL  &  V Mware 4 4 Enterprise  Sales  V eteran  Frank  Rauch  Leaves  HP 3 2 1 virtualising  application  server 4 4 ESXi  and  Network  Computer  Hardware 3 2 1 [D]aily  [S]ingles  [L]onely?  [R]ant        -­‐  Part  5 3 3 HP  Enterprise  Sales  V eteran  Frank  Rauch  Leaves.  We  Got  Your  Memo. 3 2 1 [Resolved]  V MWare  Fit  Guest  Now  not  working  after  i nstalling  V Msvga2 3 3 RE:  Mac  or  PC  ?  Laptop  or  Desktop? 3 1 2 Help  Choosing  between  2  builds! 3 3 RE:  virtualising  application  server 3 1 2 Unable  to  i nstall  V M  workstation  8 3 3 Windows  7  Ultimate  LastOS7  v2  Xtreme  (x64x86)  (2011) 3 2 1 Virtual  Learning  Environment  for  Networking? 3 3 Xrumer  7.0.12  Elite  and  Hrefer  3.85(VMWare) 3 1 2 Dell  vStart:  The  Simple,  Fast,  Smart  Path  To  V irtual  Infrastructure 1 2 1 VMware  V SA  disk  usage 3 3 [b]NYSE[/b]  V olume  More  Sym  Name  Last 2 1 1 0 About  V M  fusion 2 2 20%LifeTime|  Hostplate.com(1Gbps-­‐NL)Unmetered:VMware  Windows  &  OpenVZ  Linux(SolusVM) 2 1 1 0 ASM  disk  i s  not  displaying 2 1 1 CBT  Nuggets  :  MCTS  70-­‐403  SCVMM  &  70-­‐652  Hyper-­‐V 2 1 1 0 Cooler  Master  RC-­‐692-­‐KKN2  No  Power  Supply  ATX  Mid  Tower  Case  (Black) 2 1 1 FP  SoftPack  12.05.1  (MULTI32012) 2 1 1 0 DCNM 2 2 Mac  OS  X  Lion  10.7  Developer  Preview  (VMWare  Fusion  U2 pdate) 1 1 0 Error  1606 2 2 Mac  OSX  10.8  Mountain  Lion  DP  V Mware  Image 2 1 1 0 ESXi  V Ms  so  slow  i t's  almost  unusable 2 2 N36L  hard  drive  upgrade 2 2 Event  i d:6008  unexpected  shutdown  analysis2 2 New  Webmaster/SEO  Workstation  Build 2 2 Google  Compute  Engine  Ignores  V Mware,  Microsoft  Users  |  Faheem  Lab 2 2 Portable  soft  v.1.2.4.8  (05.2012) 2 1 1 0 hi  i am  not  able  to  run  the  other  softwares  i n  the  system  after  i nstaling  the  vmware7.1,the  system  i s 2 2 Re:  Beginner's  i nquiry  on  How  Oracle  V DI  product  works 2 1 1 Installing  CUEAC  on  V Mware  ESXi 2 2 RE:  Does  anybody  here  use  V iew? 2 2 loss  of  higher  screen  resolution  capabilities  with  l inux  6 2 2 RE:  Solved:  php  upload  restriction 2 1 1 Official  Minecraft  "VWVortex  Server" 2 2 SOFTPIR  WPI  Professional  02.12  x 32/x64  2012  Multilanguage 2 1 1 0 Remove  floppy  by  default 2 2 VMware  adds  Mozy  to  i ts  cloud  and  virtualization  e mpire2 1 1 0 RT  @GeorgeReese:  My  l atest  blog  e ntry:  The  2 ole  i n  the  V Mware  Whole  Cloud  Strategy  http://t.co/Fa7nxKdA  #clo H 2 VMware  Fusion  v4.1.3.730298  Mac  OS  X 2 2 0 SAP  Events:  Running  SAP  on  V Mware  Infrastructure 2 2 VMware  Workstation  v8.0.2  Build  591240  Final/RePack  Lite/Unattended  EN-­‐RU  (2012) 2 1 1 0 Those  l eap  seconds 2 2 Windows  7  Ultimate  LastOS7  v2  Xtreme  (x64x86)  2011 2 1 1 0 using  the  update  tools  on  a  virtual  machine  with  a  macbok  pro 2 2 Windows  7  x Dark  Deluxe  x 86  3.6  RG  ISOENG  2011 2 1 1 0 100 2 0 0 98 Wolfram  Mathematica  v8.0.4  (Mac  OSX) 2 1 1 0 Xrumer  7.0.12  Elite  and  Hrefer  3.85 2 1 1 0 求助啊,搞了两天了,EASY-­‐UI+STRUTS一直没数据。。。。。。大牛们。。。 2 2 0 93 40 14 2 37
  • 13. CAPTURING RELEVANT 40 M Conversations CONVERSATIONS SEARCHING FOR WORDS LIKE: Pickle Full Pickles Dataset Gherkin Claussen Clausen Vlasic Vlassic Bubbies Filtering Process BaTempte Pickled cucumber FILTERING OUT NON-RELEVANT CONTEXTS LIKE: in a pickle 44,773 Pickle Mr. Pickles Conversations In a real pickle spam and advertising Pickle-Talk NOTE: These are only portions of the strings used.
  • 14. FILTERING AND PAIRING AN ACTUAL BOOLEAN STRING, FOR CANON CAMERAS ((("Canon" OR canons)  AND (camera OR cameras OR "point and shoot" OR "slr" OR "dslr" OR mirrorless OR cam OR cams)) OR ((A1100 AND (Canon OR Canons OR camera OR cameras)) OR A1100IS) OR ((A3000 AND (Canon OR Canons OR camera OR cameras)) returns will include “bacon” AND and “cholesterol” OR A3000IS) OR ((A3100 AND (Canon OR Canons OR camera OR cameras)) OR A3100IS) OR (A480 AND (Canon OR Canons OR camera OR cameras)) OR (A490 AND (Canon OR Canons OR camera OR cameras)) OR (A495 AND (Canon OR Canons OR camera OR cameras)) OR (D10 AND (Canon OR Canons OR camera OR cameras)) OR (G11 AND (Canon OR Canons OR camera OR cameras)) OR (G12 AND (Canon OR Canons OR bacon cholesterol camera OR cameras)) OR ("PowerShot" OR "powershots" OR "power shot" OR "power shots") OR (S90 AND (Canon OR Canons OR camera OR cameras)) OR (S95 AND (Canon OR Canons OR camera OR cameras)) OR ((SD1200 AND (Canon OR Canons OR camera OR cameras)) OR "SD1200IS" OR ("sd 1200" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1200IS") OR (("SD1300" AND (Canon OR Canons OR camera OR cameras)) OR "SD1300IS" OR ("sd 1300" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1300IS") OR ((SD1400 AND (Canon OR Canons OR camera OR cameras)) OR "sd1400IS" OR ("sd 1400" AND (Canon OR Canons OR camera OR cameras)) OR "sd 1400IS") OR (("SD3500" AND (Canon OR Canons OR camera OR cameras)) OR returns will include either OR “bacon” or “sausage” "sd3500 IS" OR ("sd 3500" AND (Canon OR Canons OR camera OR cameras)) OR "sd 3500IS") OR ((SD4000 AND (Canon OR Canons OR camera OR cameras)) OR "SD4000 IS" OR "sd 4000 is" OR ("sd 4000" AND (Canon OR Canons OR camera OR cameras))) OR ("SD4500IS" OR (SD4500 AND (Canon OR Canons OR camera OR cameras)) OR ("sd 4500" AND (Canon OR Canons OR camera OR cameras)) OR "sd 4500is") OR (("SD780" AND bacon sausage (Canon OR Canons OR camera OR cameras)) OR "sd780IS" OR "sd 780IS" OR ("sd 780" AND (Canon OR Canons OR camera OR cameras))) OR (("SD940" AND (Canon OR Canons OR camera OR cameras)) OR "sd940IS" OR ("sd 940" AND (Canon OR Canons OR camera OR cameras)) OR "sd 940is") OR ((SD960 AND (Canon OR Canons OR camera OR cameras)) OR "sd960IS" OR ("sd 960" AND (Canon OR Canons OR camera OR cameras)) OR "sd 960IS") OR (("SD980" AND (Canon OR Canons OR camera OR cameras)) OR "SD980 IS" OR ("sd 980" AND (Canon OR Canons OR camera OR cameras)) OR "sd 980IS") OR ((sx120 AND (Canon OR Canons OR camera OR cameras)) OR "sx120is") OR (("SX130" AND (Canon OR Canons OR camera OR cameras)) OR sx130is) OR (("SX20" AND (Canon OR AND returns will include Canons OR camera OR cameras)) OR sx20is) OR (("SX200" AND (Canon OR Canons OR camera OR cameras)) OR sx200is) OR (("SX210" AND (Canon OR Canons OR camera OR NOT “bacon” but not “kevin” cameras)) OR "sx210is") OR (("SX30" AND (Canon OR Canons OR camera OR cameras)) OR SX30IS) OR((Rebel OR Rebels) AND (EOS OR Canon OR Canons)) OR (t1i OR t1ief OR t1iefs) OR (t2i OR "t2ief" OR t2iefs) OR ("rebel x") OR ("Rebel XS") OR (EOS OR EOSs) OR bacon kevin ("EOS 1D" OR (Canon AND 1D)) OR ("EOS-1Ds" OR (Canon AND 1Ds)) OR ("EOS-50D" OR (Canon AND 50D)) OR ("EOS-5D" OR (Canon AND 5D) OR 5D2) OR ("EOS-60D" OR (Canon AND 60D)) OR ("EOS-7D" OR (Canon AND 7D) OR 7D2))  
  • 15. NET POSITIVE SENTIMENT Bacon 20% Video Game Consoles Hybrid Cars Automotive 10% Airlines Insurance     Neutral Cell Carriers Financial Services Gas Companies NET NEGATIVE SENTIMENT
  • 16.   Visa  was  a  prominent  sponsor  of  the  2008  Olympics  with  its  “Go  World”  campaign.     Unfortunately,  a  third  party  brand  monitoring  company  hired  to  gauge  results  of   the  campaign  reported  plumme2ng  brand  sen2ment.     Visa’s  agency  asked  us  for  a  second  opinion.    We  found  225  non-­‐brand  linguis2c   excep2ons  to  the  word  “visa”.    (H-­‐1B,  issued  visa,  issuing  visa,  etc).         Carefully  stripping  out  these  false  posi2ves  showed  that  Visa’s  sen2ment  actually   rose  during  the  Olympics.           “Visa has these new Olympic commercials I really like. Morgan Freeman is the narrator and when has he not brought 100 % class to something? Plus, the stories range from gold medal wins to people with good losing attitudes and are quite inspirational.”
  • 17. THE  BENEFITS  OF  LISTENING  VS.  ASKING      
  • 18. Challenge Pickle Brand X had no money for big media they needed social to work hard MQ Approach We used linguistic correlations to understand what pickle lovers where most passionate about. Action -  Identified all sorts of new ways to market, merchandise and innovate in the category -  Brand X growth beat both the category and the competition, growing 0.4 share points (while the leading competitor lost 0.8).
  • 19.  USE  SOCIAL  RESEARCH  INTERACTIVELY      
  • 20. Learn Management’s Goals and Hypotheses Research Millions of Reiterate and Retest With Conversations Saved Data Generate Insights, Ideas, Trends, Metrics, Implications Kickoff Data Harvest Data Analysis Final Report Follow-Ups
  • 22. IT’S TIME TO LOOK BEYOND MEASURMENT AND START UNDERSTANDING If brands want to connect with the consumer they must dig deeper Marketing Sales Problems
  • 24. X  
  • 25. Challenge Ram had a great product but poor sales MQ Approach We used archetypal analysis to identify category positioning and opportunities Action -  Repositioned Ram against the rebel archetype -  12 months later Ram was the fastest selling vehicle in the US
  • 26.  DON’T  FORGET  THE  PEOPLE      
  • 28. Great social media researchers have specific skills… but research departments can help foster the right priorities as well.   BALANCE  OF  LOGIC  &  INTUITION   PATTERN  RECOGNITION   CREATIVE  EXPERIMENT  DESIGN     PERSISTENCE  &  STUBBORNNESS  
  • 29. Neil  Beam   Director  of  Client  Rela2ons   nbeam@mo2vequest.com   573-­‐489-­‐3363   @neilbeam