Ray Poynter Social Media Research in 2015
•Télécharger en tant que PPTX, PDF•
2 j'aime•870 vues
Ray Poynter from The Future Place provides an updated review of Social Media Research in this #NewMR webinar.
Recommandé
Contenu connexe
Tendances
Tendances (12)
Similaire à Ray Poynter Social Media Research in 2015
Similaire à Ray Poynter Social Media Research in 2015 (20)
Plus de Ray Poynter
Plus de Ray Poynter (20)
Dernier
Dernier (20)
Ray Poynter Social Media Research in 2015
- 1. Social Media Research - 2015 Ray Poynter, UK, May 2015 Social Media Research – 2015 An updated review Ray Poynter The Future Place & NewMR 28 May 2015 #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard
- 2. Social Media Research - 2015 Ray Poynter, UK, May 2015 Agenda The Promise The Challenges The Successes The Future Q & A
- 3. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Promise – 10 Years Ago Why listen to some of us (e.g. surveys & focus groups), when you can listen to all of us? (i.e. social media) Shift from the brand’s agenda to the customer’s agenda Social media research forecast to replace MR – Just like big data is now going to replace MR Treat everybody as an individual, demographics are out of date
- 4. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Challenges Observations • SMR can answer questions not asked, but can be weak on questions that are being asked • SMR tools being used less by client- side insight teams • But use by sales, marketing, PR etc. increasing • Considerable doubts about ‘Sentiment Analysis’ • What does SMR miss?
- 5. Social Media Research - 2015 Ray Poynter, UK, May 2015 https://www.visioncritical.com/social-customers/
- 6. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu Trends http://www.google.org/flutrends/ May 2015
- 7. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu Trends - Japan
- 8. Social Media Research - 2015 Ray Poynter, UK, May 2015 Google Flu – the failures
- 9. Social Media Research - 2015 Ray Poynter, UK, May 2015 Flu Near You – a crowdsourced approach
- 10. Social Media Research - 2015 Ray Poynter, UK, May 2015 SMR and Gartner’s Hype Cycle Peak of inflated expectations (2008) Trough of disillusionment (2013) Slope of enlightenment (now) Plateau of productivity (soon)
- 11. Social Media Research - 2015 Ray Poynter, UK, May 2015 Predicting Tracking Results from SM • TNS are leading the public front on this one • They have found that SMR can predict tracking scores about 8 weeks in advance – Making tracking a lot more useful and cheaper – Their model is based in using SMR and surveys – Hybrid human/machine • SMR is not being used to be representative, it is used to be predictive • TNS studied 61 brands • R2 of 0.9 with tracking, up to 8 weeks in advance – SMR relates more closely than attributes to brand equity – And to sales data TNS Paper : http://bit.ly/NewMR_112
- 12. Social Media Research - 2015 Ray Poynter, UK, May 2015 BT Study BT Case Study: http://bit.ly/NewMR_113 Net Easy – key metric for success • DebateScape to trawl social media • Focus & repetition allow automation • Social used to resolve problems • AND, as an input to key metrics • Lowered costs of operation by $3 million a year
- 13. Social Media Research - 2015 Ray Poynter, UK, May 2015
- 14. Social Media Research - 2015 Ray Poynter, UK, May 2015 Twitter and Facebook Analytics • Think of Facebook and Twitter as advertising platforms – rather than as social networks • Becoming leaders in Market Mix Models and Predictive Analytics • Tracking/attribution options beyond simple tools such as cookies • Experiments and models
- 15. Social Media Research - 2015 Ray Poynter, UK, May 2015 Big SMR Projects are Often Better than Small Ones For example: – Tracking studies – BT and services – CRM and service integration – Market Mix Modelling – Test and learn cycles Because – Predictive analytics are expensive to set up, but cheap to run – The best text analytics = machine learning with human training – slow & expensive to create, but cheap and fast to run
- 16. Social Media Research - 2015 Ray Poynter, UK, May 2015 NewMR/GreenBook SM Project Highlighting Success in SMR • Data collection May 2015 • Using SMR to research the world of MR • Reporting in June 2015 Participants Include: • Valerie Esqueda, CultrDig • Andrew Jeavons, Mass Cognition • Daniel Fazekas, Bakamo Social • Mary Aviles, Connect 4 Marketing • Janet Gunner, MMR International • Cyndi De Vries, Interact RDT • Sue Bell, Susan Bell Research • Preriit Souda, TNS • Tim Burke, Affinio
- 17. Social Media Research - 2015 Ray Poynter, UK, May 2015 ‘Traditional’ SMR Still Happening • Kraft: Noticed trend on ‘Cut’, ‘Blood’ & ‘Salad Dressing’ – a new bottle was causing problems, quickly identified and fixed, thanks to SMR • Starbucks: MyStarbucksIdea: still delivering 1000s of ideas • Scottish Referendum: The Drum correctly called a Yes result from social media listing • Argos: UK retailer used listening to help opening 53 new stores, identifying issues and responding to trends. • ESPN: Partnered with TfL to show football results on London Underground displays, monitored Twitter to track interest in the campaign
- 18. Social Media Research - 2015 Ray Poynter, UK, May 2015 The Near Future Standalone SMR – Systems will get better AND cheaper, and easier to use – Sentiment analysis will improve – The SM world will keep changing, so re-calibration essential – Range extended to all languages and scripts Integration – With survey and other conventional research – With panels, communities, mobile, passive & big data – more complex maths/stats – With marketing and service delivery – Unlikely to be managed by the insights team
- 19. Social Media Research - 2015 Ray Poynter, UK, May 2015 Big Picture In terms of Gartners’ hype cycle: – We’ve had Peak of Inflated Expectations & Trough of Disillusionment – We’re on the Slope of Enlightenment & on the way to Plateau of Productivity The key seems to be integration – Integration with big data – Integrations with other market research – Integration with marketing and service delivery
- 20. Social Media Research - 2015 Ray Poynter, UK, May 2015 Thank You!
- 21. Social Media Research - 2015 Ray Poynter, UK, May 2015 Q & A Ray Poynter The Future Place Sue York Handbook of Mobile Market Research #NewMR 2015 Corporate Sponsors #NewMR 2015 Supporters Schlesinger Associates Keen as Mustard