Avoid Pitfalls in Social Media Listening

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Presented October 13, 2011 at the annual Qualitative Research Association Conference in Las Vegas.Target Audience: Qualitative market researchers who are new to social-media listening and would like to understand how to effectively begin using social media data to inform traditional research studies.This presentation provides a high-level overview of the landscape of (primarily free) tools researchers can use to get started. Case studies help illustrate what works well and pitfalls to avoid.It includes:--Steps for setting up a basic social media listening campaign--Examples of tools and resources to get started--Issues to avoid to maximize success--Best practices for monitoring and sharing results

TRANSCRIPT

  • 1. How to Unlock the Treasures and Avoid the Pitfalls of Social Media Listening QRCA Annual Conference 2011 Amanda Durkee, Zanthus Copyright 2011, Zanthus. All rights reserved.
  • 2. No such thing as a social media guru 1. Current state of social media research 2. Case studies 3. Getting started Copyright 2011, Zanthus. All rights reserved. Image source: kozinets.net 1
  • 3. Im here to focus on the listening aspect of social media Copyright 2011, Zanthus. All rights reserved. Image source: onesocialmedia.com 2
  • 4. Landscape of qualitative research is always changing 1950 1960 1970 1980 1990 2000 2010 2020 Focus group image courtesy: triblocal.com Ethnography image courtesy: carekit.com Online focus group image courtesy: theblueroomonline.com Social Media image courtesy: thesocialmetrics.com Copyright 2011, Zanthus. All rights reserved. iPhone courtesy: yugatech.com 3
  • 5. Conditions are right for smooth sailing on the social mediaresearch seas Quick-turn and lower cost Ubiquitous Accessible Copyright 2011, Zanthus. All rights reserved. 4
  • 6. but take care to avoid rough waters Information volume Rapidly evolving space Investment in expensive tools Ethical considerations Copyright 2011, Zanthus. All rights reserved. Image courtesy: freefoto.com 5
  • 7. Lots of tools!! Who do I listen to? Copyright 2011, Zanthus. All rights reserved. 6
  • 8. Some aspects of listening toolshone in on trends andthemes Sentiment analysis = positive, negative Copyright 2011, Zanthus. All rights reserved. 7
  • 9. figure out who to listen to Influencer analysis Copyright 2011, Zanthus. All rights reserved. 8
  • 10. trends and themes of whats being said Natural language processing (NLP) = trends and insights Copyright 2011, Zanthus. All rights reserved. 9
  • 11. How Zanthus integrates social media listening with traditionalresearch Identify themes (design) Fill in knowledge gaps (analysis) Track trends (explore hypotheses) Copyright 2011, Zanthus. All rights reserved. 10
  • 12. Reliance on free tools, product trials Copyright 2011, Zanthus. All rights reserved. 11
  • 13. Case study #1: home technology convergence OLBBs Study objective: Explore home control user experience Social media used to inform discussion guide Listen to conversations; recruit early tech adopters via Twitter link to screener Copyright 2011, Zanthus. All rights reserved. Image courtesy: ukhomeideas.co.uk 12
  • 14. Case study #1: itracks social media listening tool Designed for market research industry: Unlimited search terms Customized search Data download (daily) Support and training Copyright 2011, Zanthus. All rights reserved. 13
  • 15. Case study #1: itracks assessment pros and cons What worked well Suggested improvements Search specific brands, products General search topic ineffective Consolidated platform Dashboard is too busy Easy access to original content Mostly from Twitter/140 characters Data export to Excel Data export volume overwhelming Customization Time consuming to correct sentiment analysis, inclusion/exclusion new blogs Influencer prioritization Klout score surfaces many marketers, advertisers Copyright 2011, Zanthus. All rights reserved. 14
  • 16. Case study #2: Netflix price hike (SM listening only) Study objective: Explore hypothesis Neflix users will defect Social media used to monitor conversation after announcement through implementation Track discussion about Netflix, Amazon, Hulu Copyright 2011, Zanthus. All rights reserved. Image courtesy: kotaku.com 15
  • 17. Case study #2: Beevolve social media listening tool Grouped search terms Dashboard showing sentiment, geography, age, gender Data download (daily) Insights tool under development (TBD) Copyright 2011, Zanthus. All rights reserved. 16
  • 18. Case study #2: Beevolve assessment pros and cons What worked well Suggested improvements Search for and compare specific Drill down on one search term at a brands, products time Consolidated platform Dashboard doesnt compare terms Easy access to original content, Data export only Twitter including demographics, sentiment Data export to Excel Cant define time period Visually appealing Lacking depth Copyright 2011, Zanthus. All rights reserved. 17
  • 19. Case study #3: online university satisfaction and needsassessment Objective: Understand how public Facebook page is used Facebook audit Supplemented satisfaction study findings Copyright 2011, Zanthus. All rights reserved. 18
  • 20. Case study #3: online university satisfaction and needsassessment Copyright 2011, Zanthus. All rights reserved. 19
  • 21. The pitfalls = the present Data volume, duplicate info Time investment Manual customization of sources (i.e., blogs) Automated tools like sentiment, influencer analysis not helpful Copyright 2011, Zanthus. All rights reserved. Image courtesy: staffsurvey.com.au 20
  • 22. The promise = the future Download data from targeted/multiple sources (beyond Twitter!) Accurate sentiment analysis Influencer prioritization Text analytics (NLP) Qualitative recruiting Copyright 2011, Zanthus. All rights reserved. Image courtesy: anthonydoes.wordpress.com 21
  • 23. Steps for setting up your successful social media listeningcampaign Choose a tool (or tools) that makes sense to you Keep your audience in mind Start with objectives; test a hypothesis Set time limits, but allow enough time Put social media into context Just get started! Copyright 2011, Zanthus. All rights reserved. 22
  • 24. Issues to avoid to maximize success Distracted by new tools Overwhelmed by data Sucked into a time vortex Reliant on sentiment, influencer scores Copyright 2011, Zanthus. All rights reserved. Image source: cathystucker.com 23
  • 25. Best practices for listening Track searches in a spreadsheet Put related search terms in quotes. e.g, Wal Mart Exclude terms English-only (if possible) Copyright 2011, Zanthus. All rights reserved. 24
  • 26. Best practices for sharing results Representative quotes (remove PII) Word clouds Events 66% Charts,...