leveraging social media to measure what your audience is saying about you

Annie PettitAnnie PettitCROConversition

Sean CaseSean CaseSVPPeanut Labs

Leveraging Social Media Leveraging Social Media

to Measure What Your to Measure What Your

Audience is Saying about YouAudience is Saying about You

Leveraging Social Media Leveraging Social Media

to Measure What Your to Measure What Your

Audience is Saying about YouAudience is Saying about You

Social MediaSocial Media

Social Media StateSocial Media StateSocial Media StateSocial Media State

LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August 2009.

Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).

http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited


More than 250 Facebook applications have over a million combined users each month.




Wikipedia currently has in excess of 14m articles written by it’s 85,000 contributors in 10 different languages.




YouTube hosts over 300 million videos (with 500,000 uploaded each day).


38% of bloggers post brand or product reviews.




More than 700,000 local businesses have active pages on Facebook.




Towards the end of last year, the average number of tweets per day was over 27.3m.



The average number of tweets per hour was around 1.3m.



Flickr hosts more than 4bn images.



Purpose-built Facebook pages have created more than 5.3bn fans.



There are now 11m LinkedIn users across Europe.



Approximately 225.4 million Internet users visit Wikipedia on a daily basis.


85 million+ unique individuals access YouTube per month.


At the current rate, Twitter will process almost 10bn tweets in a single year.



Executives from all Global 1000 companies are LinkedIn members.


There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook.



Google runs 1 million servers worldwide, processing over 1000 terabytes of user-generated data each hour. This is equal to about half of all of the academic research libraries in the United States.

Source: Wikipedia


70% of bloggers are organically talking about brands on their blog.


96% of 18-21 year olds are on a social network

78% of 18-21 year olds trust the opinions of others about products/services rather than traditional advertising

Why Should You Care?Why Should You Care?Why Should You Care?Why Should You Care?

Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.

Social Media for BusinessSocial Media for BusinessSocial Media for BusinessSocial Media for Business

The use of social media for business has doubled 12% to 24% in the past year. Of this…

75% surveyed have a company page on a social network

61% use social media for identifying and attracting

57% built a network through sites such as LinkedIn

45% expect social media to be profitable in next 12 months

Do you have a company page on LinkedIn or Facebook?

Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.

Social Media for Market ResearchSocial Media for Market ResearchSocial Media for Market ResearchSocial Media for Market Research

SocialVoice: Enabling Researchers to Ask and Listen

BackgroundBackground

Some TV shows Some TV shows failfail

Some TV shows Some TV shows thrivethrive

All All

cost cost

monemoneyy

Describe

Predict

Save $

ProblemProblem

MethodsMethods

Social

Media

Research

Methods

AnalysisAnalysis

Social media research analysis

is the same as

Survey research analysis

DWTStars

Gossip Girl

One Tree Hill

Accidentally

Numb3rsGhost WhispJersey Shore

Ugly Betty

Dance CrewChristineCougar Town

30 Rock

Desperate HW

Volume Volume

Read Verbatims – 30 RockRead Verbatims – 30 RockRead Verbatims – 30 RockRead Verbatims – 30 Rock

I think the only other show I’d love to be on would be 30 Rock because it’s hilarious and I love all the characters on it.

I just started watching 30 rock and love it so much i feel the compulsive need to reference it obliquely.

I like 30 Rock (only because i love LOVE Tina Fey!). I also like The Office.

In the last decade there hasn't been a funnier TV writer than Tina Fey. Alec Baldwin is an excellent comedic actor and Tracy Morgan is Tracy Morgan. Fantastic show.

Never understood that when a sitcom ceases to be funny why you would still watch. I just dropped 30 Rock like a year and a half ago

Read Verbatims – Old ChristineRead Verbatims – Old ChristineRead Verbatims – Old ChristineRead Verbatims – Old Christine

I feel like this show is wandering off track. All the characters dislike each other and they're just not fun to spend time around. Last night's was pretty painful, and too similar to the last new episode, wit

It's a lame show, just like that New Adventures of Old Christine is dreadful.h the subway.

I'm sorry, Jimmydean83, are you serious? I don't hate the show, but I don't love it either. And my opinion isn't political.

Richard donating his sperm to Old Christine (and New Christine being okay with that) was a little ridiculous, but it still delivered laughs.

Slightly More Love for 30 RockSlightly More Love for 30 RockSlightly More Love for 30 RockSlightly More Love for 30 RockTop

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Source: SocialVoice

But Way More Chatter For 30 RockBut Way More Chatter For 30 RockBut Way More Chatter For 30 RockBut Way More Chatter For 30 RockV

olu

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Source: SocialVoice

We’ve Got Some Passion…We’ve Got Some Passion…We’ve Got Some Passion…We’ve Got Some Passion…

Construct 30 RockChristin

ePurchasing ███████████

New Different ████████████

Recommend ███████

Trial ███████████Aggregate Emotions ██████████

Anticipation █████████

Appreciation ████████████

Courage ████████

Happiness █████████████

Surprise ████████████

Trust ██████████

……And Lots of LikingAnd Lots of Liking……And Lots of LikingAnd Lots of Liking

Construct 30 RockChristin

ePurchasing ██████████████

New Different ██████████████

Recommend ██████████████

Trial ████████████████

Aggregate Emotions

██████████████

Anticipation ██████████████

Appreciation ██████████████

Courage ██████████████

Happiness ███████████████

Surprise ██████████████

Trust █████████████

Much More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownTop

2 B

ox

Sen

tim

en

t

Source: SocialVoice

And Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTV

olu

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f O

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Source: SocialVoice

ConstructCougar Town

Accidentally on

Purpose

Purchasing ████████

New Different ████

Recommend ██████

Trial ██████

Aggregate Emotions █████

Anticipation █████

Appreciation █████

Courage ███████

Happiness ██████

Surprise ████

Trust ████████

They aren’t making love…They aren’t making love…They aren’t making love…They aren’t making love…

Source: SocialVoice

ConstructCougar Town

Accidentally on

Purpose

Purchasing █████████

New Different █████████

Recommend ████████

Trial █████████

Aggregate Emotions █████████

Anticipation █████████

Appreciation ████████

Courage ████████

Happiness ████████

Surprise ████████

Trust ████████

… … nor are they making like.nor are they making like.… … nor are they making like.nor are they making like.

Source: SocialVoice

30 Rock Characteristics30 Rock Characteristics30 Rock Characteristics30 Rock Characteristics

Get The Head’s UpGet The Head’s UpGet The Head’s UpGet The Head’s Up

“I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”

ConclusionsConclusions

Social media research

can measure

audience perceptions

Next StepsNext Steps

Build algorithms

Test models

Predict the future

Thank youThank youThank youThank you

Questions…

Annie Pettit, [email protected], @LoveStats

Sean Case, [email protected], @PeanutLabsMR

leveraging social media to measure what your audience is saying about you

Technology

social media statistics

use of social media

social media state executives

social media state google

social media state linkedinhas

social network

social mediato measure

jake hird