qrca smooth sailing through the social media marketing research waters by kris hodges, jennifer...
DESCRIPTION
Smooth Sailing through the Social Media Marketing Research Waters by Kris Hodges, Jennifer Dale and Dorrie Paynter. Learn how SMR is defined, how market research buyers are using SMR and how qualitative researchers can get into the social media listening space. To hear the recorded QCast: https://ewald.adobeconnect.com/_a838359337/p6zpp0m2uso/?launcher=false&fcsContent=true&pbMode=normalTRANSCRIPT
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big Data
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
18 month journey through the SMR waters
TechCom sub-group Captains of 3 ldquocruisesrdquo
Case Study ndash Dorrie Real World ndash Jen 3Drsquos ndash Kris
3Drsquos ndash Define Demystify and Delineate SMR
Like Darwin we travelled the world to bring back specimens
1st ndash Thank You to all who have helpedPatrice WooldridgeCaroline VolpeGreg CobbShannon DanzyCarla Essen
Of course Jen and Dorrie
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
18 month journey through the SMR waters
TechCom sub-group Captains of 3 ldquocruisesrdquo
Case Study ndash Dorrie Real World ndash Jen 3Drsquos ndash Kris
3Drsquos ndash Define Demystify and Delineate SMR
Like Darwin we travelled the world to bring back specimens
1st ndash Thank You to all who have helpedPatrice WooldridgeCaroline VolpeGreg CobbShannon DanzyCarla Essen
Of course Jen and Dorrie
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
3Drsquos ndash Define Demystify and Delineate SMR
Like Darwin we travelled the world to bring back specimens
1st ndash Thank You to all who have helpedPatrice WooldridgeCaroline VolpeGreg CobbShannon DanzyCarla Essen
Of course Jen and Dorrie
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Like Darwin we travelled the world to bring back specimens
1st ndash Thank You to all who have helpedPatrice WooldridgeCaroline VolpeGreg CobbShannon DanzyCarla Essen
Of course Jen and Dorrie
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
1st ndash Thank You to all who have helpedPatrice WooldridgeCaroline VolpeGreg CobbShannon DanzyCarla Essen
Of course Jen and Dorrie
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
and to David VanNuys
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Social
Media
Research
S
M
R
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Why should I care about Social Media Research
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
ldquoPeople are not necessarily talking about you or the things you need to know But if they are talking about you you need to know itrdquo
ldquoIf your customers are talking about you then there is no longer an excuse for not listeningrdquo
Ray Poynter (The Handbook of Online and Social Media Research)
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Two-thirds of MR suppliers provide some SM monitoring or
analysis to clients GRIT Report Winter 2013
What it specifically entails could any of a number of services
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Big Data has many definitions (Think NSA)
Collection of data sets so large and complex that it becomes difficult to process
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Our lives leave a wake of information behind us which is becoming quantified -- Datafied
Mobile location
Transactions
Event timeline
Pictures
Phone records
Comments
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Holy Grail of Big Data
To link different data sets together to create new learning and insights (to improve marketing)
Sentiments (feelings attitudes emotions)
+ Transactions (sales surveys)
+ Profiles (demographics psychological states)
+ Behaviors (web browsing geotracking)
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
SM is an important component of Big Data
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Social Media =
Twitter Facebook Pinterest YouTube LinkedIn blogs reviews forums
Interactions among people in virtual communities and networkswhere they create share and exchange information
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
SM = ldquoConversationsrdquo
Organic naturally occurring UnadulteratedUncensoredldquoPurerdquo ndash no research bias
Ripe for the picking
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
SM Conversations + Market Researchers ---gt SMR
Market Researchers SM conversations
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
At its most basic SMR = Social Media Listening
Listening to organic natural conversations for research purposesNO interaction w those providing the conversations
Remains ldquopurerdquo and unadulteratedRemains observational
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
However some people consider SMR as more than listening
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
and include interactionengagementwith those who are ldquotalkingrdquo
Role of PR and customer relationsAsking follow-up questions
MROCs Online recruiting Online FGs bulletin boards Pinterest as a research tool Co-creation
BUT being done through SM channels doesnrsquot make it SMR
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Our focus is on the listening
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
How do you listen in on these conversations
Social Media Listening Platforms
Aggregators that capture (scrape) and synthesize conversationsFree
Platforms
DIY Scraping
aggregating
PaidPlatforms
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
LOTS AND LOTS OF TALK
Source Social Radar
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
The age old Qual-Quant battle is at it again
Quant has claimed a stake ndash Big Qual
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
LOTS AND LOTS OF TALK
Sentiment
Basis for the listening platforms
Quantitatively reduced to
Likesdislikes
Word clouds
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
LOTS AND LOTS OF TALKThat needs to be analyzed
Perfect for QRCs We connect the
dots
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
QRCs add value to the conversations
ldquo when making decisions about social relationships itrsquos foolish to swap the amazing machine in your skull for the crude machine on your deskrdquo
Computer-driven data analysis excels at measuring quantity of social interactions but not quality
ldquoPeople are better at mirroring emotional states and assigning value to things through emotion Data analysis is pretty bad at narrative and emergent thinking rdquo
David Brooks ndash New York Times columnist
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Demand for QRC skills on the upswing
ldquo The main problem is that the [quant] tools may be very good at collecting data but they tend to be very poor at analyzing it
There seems to have been a switch back to manual coding and away from automated coding - which in turn has made people less inclined to collect very large amounts of datardquo
Ray Poynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Even the New York Times is on our side
Article on Big Data
ldquoThe best (people) tend to be really curious thinkers who ask good
questions and are OK dealing with unstructured situations and trying to
find structure in themrdquo Theyrsquore talking about UsNOPE it is a Data Scientist
ldquoData Science The Numbers of Our Livesrdquo New York Times April 11 2013
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Data scientists are the magicians of the Big Data era
They crunch the data
use mathematical models to analyze it
create narratives or visualizations to explain it
then suggest how to use the information to make decisions
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
SMR is rarely called Social Market Research
Many functions claiming SMR capabilities
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Additional Warning ldquoUsing great volumes of information requires profound changes in how we approach datardquo
ldquo In many instances we will need to give up our quest to discover the causes of things in return for accepting correlationsrdquo
ldquoBig data helps answer what not why and often thatrsquos good enoughrdquo
Kenneth Cukier and Viktor Mayer-Schoenberger ldquoThe Rise of Big Data How Itrsquos Changing the Way We Think About the World
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Big Hype with SM and Big Data
Fast movingfast changing ndash in its infancyTrying to corral itMany providers that may not have longevityPromises may be better than actuality
Seeing chinks in the armor Constant monitoring yields little new contentis repetitive
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
In Summary
SMR is not scary ndash analyzing conversations is exactly what QRCs do
You may already be doing SMR (according to some)
But SMR = SML(istening)
Qual and Quant turf battles but a bigger battle with Big Data which is encroaching on traditional MR territory
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
In Search ofhellip
The Real
World of
SMR
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Project CrewKathy DoyleSusan Saurage-AltenlohAndrea WerboffFoster WinterJen DaleKris HodgesDorrie Paynter
Discussion Guide
Define SMR SMR decision makers Purpose of SMR SMR advantages Tools used Approaches taken Deliverables received Pitfalls to avoid Future of SMR Opportunities for
QRCs
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
On the hookhellip
Qual Research Buyers
Recruiting
InterviewersSusan FaderIlka KuhagenSusan Saurage-AltenlohAndrea WerboffKathy DoyleKatrina NoelleCorette HafJen DaleJeff WalkowskiPam Goldfarb Liss
Industries Interviewed
AirlineAutomobile
CommunicationsEducationInsurance
TransportationHotel amp Restaurant
Media amp EntertainmentRetail Services
Oil amp GasPublishing
FoodHealthcareProduction
Financial Services
0 1 2 3 4 5 6 7 8 9 10
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
On the hookhellip
Qual Research Buyers
Recruiting
InterviewersSusan FaderIlka KuhagenSusan Saurage-AltenlohAndrea WerboffKathy DoyleKatrina NoelleCorette HafJen DaleJeff WalkowskiPam Goldfarb Liss
Industries Interviewed
AirlineAutomobile
CommunicationsEducationInsurance
TransportationHotel amp Restaurant
Media amp EntertainmentRetail Services
Oil amp GasPublishing
FoodHealthcareProduction
Financial Services
0 1 2 3 4 5 6 7 8 9 10
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Recruiting
InterviewersSusan FaderIlka KuhagenSusan Saurage-AltenlohAndrea WerboffKathy DoyleKatrina NoelleCorette HafJen DaleJeff WalkowskiPam Goldfarb Liss
Industries Interviewed
AirlineAutomobile
CommunicationsEducationInsurance
TransportationHotel amp Restaurant
Media amp EntertainmentRetail Services
Oil amp GasPublishing
FoodHealthcareProduction
Financial Services
0 1 2 3 4 5 6 7 8 9 10
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
InterviewersSusan FaderIlka KuhagenSusan Saurage-AltenlohAndrea WerboffKathy DoyleKatrina NoelleCorette HafJen DaleJeff WalkowskiPam Goldfarb Liss
Industries Interviewed
AirlineAutomobile
CommunicationsEducationInsurance
TransportationHotel amp Restaurant
Media amp EntertainmentRetail Services
Oil amp GasPublishing
FoodHealthcareProduction
Financial Services
0 1 2 3 4 5 6 7 8 9 10
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Industries Interviewed
AirlineAutomobile
CommunicationsEducationInsurance
TransportationHotel amp Restaurant
Media amp EntertainmentRetail Services
Oil amp GasPublishing
FoodHealthcareProduction
Financial Services
0 1 2 3 4 5 6 7 8 9 10
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Study Participants
Current Users
39
Past Users3
Wannabe Users
8N=50
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Social Media Marketing Research
Doing it
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquo[SMR is] going online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoTrendsrdquo
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Defining SMR
ldquo[With SMR] there is nothing that is not possiblerdquo
ldquoSMR is a tool not a solutionrdquo
ldquo[SMR] is doing research on what others are doing as well as on best practiceshellip and to ask that captive audience certain questionsrdquo
ldquo[SMR] is any type of conversation onlinerdquo
ldquo[SMR] is web listening and creating online communitieshellip and engaging with themrdquo
ldquogo online through our website and ask questionshellip and social media tracking of conversationshellip and online communitiesrdquo
ldquo[SMR] means consumer perceptions consumer preferencehellip so I can plan an acquisition strategyrdquo
ldquoListening and monitoringrdquo
ldquoMetrics on the brand and competitorsrdquo
ldquoBehaviorsrdquo
ldquoInfluencing buyersrdquoldquoGetting
information onlinerdquo
ldquoDigital media researchrdquo
ldquoPublished opinionsrdquo
ldquoListening and analyticsrdquo
ldquoMeasure of awarenessrdquo
ldquoTracking analysis and observationrdquo
ldquoMarketing Toolrdquo
ldquoCustomer satisfactionrdquo
ldquoVoice of the customerrdquo
ldquoWatch listen and learn about customers onlinerdquo
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Defining SMR
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Defining SMR
Listening Seeking Engaging
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Defining SMR Engaging
Watching amp Listening
Seeking
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Product Development
Public Relations
Technology
Communications
Customer ServiceAdvertising
Research
Marketing
Sales
SMR Decision Makers
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Decision Makers
WillingAbleSelf Selected
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Decision Makers
ldquoWe have 3 full-time
employees just for SMRrdquo
ldquoNo one knows enough about SM ndash itrsquos a big black box to marketers Everyone
needs to be on it todayrdquo
ldquo[SMR] was started by a colleague in marketing using Facebook and Twitter for client
relationshiphellip after 4 years we are finally using SM for researchrdquo
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Why Conduct SMR
Identify amp Research
TrendsPain points amp hot
issuesNew ideas
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Why Conduct SMRldquoSocial media research is a first step where I need a survey of the world vs in-depthhellip I can ge the lay of
the landrdquo
ldquoSMR levels the playing field in our favor since we
have fewer resources [than bigger companies]rsquo
ldquo[SMR] adds to basic
information can see trendsrdquo
ldquo[SMR] is only
appropriate for quick
answers to low impact questionsrdquo
ldquo[We] know that the sample frame is weak but
doing social media research will enable the
MR department to do more with less moneyrdquo
ldquo[SMR] is a window on the
worldrdquo
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Desired Results from SMR
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Desired Results from SMR
ldquo[We] search for verbatims to support findings of our other
studiesrdquo
[We hope to find] insights to supplement other MR
trends spikes in sentiment or buzz to dig
into for insightsrdquo
ldquoTo build digital incomerdquo
ldquoSo customers know they are heardrdquo
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Advantagesbull See the big picturebull Organic amp ldquorealrdquobull Familiar to younger generation bull Broad global audiencebull Immediatebull Cost effectivebull Also a recruiting tool
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Advantages
ldquoMuch richer than a quant studyrdquo
We are phasing out [online communities in
exchange for more SMR]hellip online communities are artificial and not globalrdquo
ldquoSome targets are easier to get on SMrdquo
ldquo[SM data] is faster cheaper more immediaterdquo
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Tools Usedbull Internal Platformsbull External Tools Paid amp Unpaid
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Tools Used
ldquoWe are still struggling with what it is and how to use and how to engage in the b2b markethellip we are in the process of developing a processrdquo
ldquoWe have some sort of quant tool that interacts with social mediardquo
ldquoWe purchased software for media listening that nobody knows how to userdquo
ldquoWe recently used Pinterest in a homework assignment with participantsrdquo
ldquoInitially we had an internal toolhellip now we use a paid data aggregator thatrsquos more flexiblerdquo
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Approaches
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
SMR Tools UsedResearch Companies
Public Relations FirmsAdvertising Agencies
Design FirmsWeb Hosting ProvidersWeb Design Companies
IT Consultants
Watching amp Listening
Actual Deliverables
Seeking Engaging
Watching amp Listening
Actual Deliverables
Seeking
Engaging
SMR Pitfallsbull Exclusivebull Biased assumptionsbull No qual analysisbull Skeptical of results
SMR Pitfalls
ldquonot really doing true researchrdquo
ldquoWe take it with a grain of salt itrsquos only as good as our samplerdquo
ldquoUsing SM to sell isnrsquot worth a darn invasive people donrsquot like itrdquo
ldquo[SMR] tools are not sophisticated
enough to get true insights Need to explain why things
happenrdquoldquoIrsquom worried
about age and cultural biasrdquo
ldquoB2B opportunities not at all clearrdquo
ldquoDonrsquot have a strong enough grasprdquo
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Watching amp Listening
Actual Deliverables
Seeking
Engaging
SMR Pitfallsbull Exclusivebull Biased assumptionsbull No qual analysisbull Skeptical of results
SMR Pitfalls
ldquonot really doing true researchrdquo
ldquoWe take it with a grain of salt itrsquos only as good as our samplerdquo
ldquoUsing SM to sell isnrsquot worth a darn invasive people donrsquot like itrdquo
ldquo[SMR] tools are not sophisticated
enough to get true insights Need to explain why things
happenrdquoldquoIrsquom worried
about age and cultural biasrdquo
ldquoB2B opportunities not at all clearrdquo
ldquoDonrsquot have a strong enough grasprdquo
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
SMR Pitfallsbull Exclusivebull Biased assumptionsbull No qual analysisbull Skeptical of results
SMR Pitfalls
ldquonot really doing true researchrdquo
ldquoWe take it with a grain of salt itrsquos only as good as our samplerdquo
ldquoUsing SM to sell isnrsquot worth a darn invasive people donrsquot like itrdquo
ldquo[SMR] tools are not sophisticated
enough to get true insights Need to explain why things
happenrdquoldquoIrsquom worried
about age and cultural biasrdquo
ldquoB2B opportunities not at all clearrdquo
ldquoDonrsquot have a strong enough grasprdquo
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
SMR Pitfalls
ldquonot really doing true researchrdquo
ldquoWe take it with a grain of salt itrsquos only as good as our samplerdquo
ldquoUsing SM to sell isnrsquot worth a darn invasive people donrsquot like itrdquo
ldquo[SMR] tools are not sophisticated
enough to get true insights Need to explain why things
happenrdquoldquoIrsquom worried
about age and cultural biasrdquo
ldquoB2B opportunities not at all clearrdquo
ldquoDonrsquot have a strong enough grasprdquo
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
To identify how if at all research buyers are utilizing social media for marketing research and how if at all SMR provides value to their business
Research Objective
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Future of SMRbull Growth unknown but assumedbull Increased consumer inputbull Increased mobile measurementsbull Complement to MR
Less traditional research Less online research
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Future of SMR
ldquo[SMR] has swayhellip it is taken seriouslyrdquo
ldquoIn the future there will be more mobile
apps for market researchrdquo
ldquo[SMR] is just the
beginningrdquo
ldquoTherersquos value in exploration and opportunity to use the
findings up front earlier in the marketing processrdquo
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Opportunities for QRCsbull Buyers want
Guidance Justification
bull They are not seeking out QRCs
bull Qual analysis is the missing piece
bull Get in there
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Itrsquos time tohellip
Dive in
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Smooth Sailing through the Social Media Research Waters
Qualitative Opportunities in a Sea of Big DataPART THREE
Kris HodgesJen Dale
Dorrie Paynter
October 17 20132013 QRCA Conference ndash San Diego CA
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Cruise Three ndash Our Goals1) How to conduct SML research2) Where do QRCs fit in
Gathered a crew Some expert sailors Others just getting their sea legs
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Thank you
Renee Murphy Carole Schmidt Kathy Doyle Patrice Wooldridge Caryn Goldsmith Kay Correy Aubrey Andrea Werboff Caroline Volpe Rosalia Barnes Kris Hodges Jennifer Dale
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Special thanks to
Brett Terp of Infegycom
Josef Radomski of e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
What can I researchTopic - are people talking about it online
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Reaction to new advertising campaign vs drilling in to specific aspects of the commercial
Self-limiting no probing showing stimuli Twitter has 140 character limit
Need to define narrowly enough to find themes ldquoPizzardquo vs ldquoDominorsquos Pizzardquo vs ldquoDominorsquos Gluten-Free Pizzardquo
Topics tend to be broader vs more in-depth
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Professional commentatorsinfluencers make water murky
Big Gulp controversy in NYC Too much noise ndash couldnrsquot find consumer
voice
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Consumer topics tend to be easier than b-to-b but b-to-b not impossible Have to ldquolistenrdquo in the right forums
blogs etc
Time-sensitive topics are fine Reaction to product launch in past How far back depends on platform
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
We agreed upon
Glutenndashfree pizza specifically
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Pizza vs Gluten-Free Pizza talk
Source Social Radar
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
New idea
Nope
ie Define your objectives
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Not all objectives that work in other forms of qual work in SMR
Canrsquot get feedback on new idea if it hasnrsquot launched
But CAN learn from competition
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Can be stand alone project or part of a project Smarter proposals amp new client
presentations Refine screening criteria Tighten guide Part of a hybrid approach
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Case studies
Who else can we target with this beauty product
Result bull Found several segments using product for
different reason than current packaging described became new target audience for the product
Thank you Renee Murphy
Look for target segments
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
New business workClient entering new category learned by
looking at current category
ResultMade recommendations on features and current product problems that they could address when designing their entry A relatively quick and inexpensive way to get LOTS of input Thank you Kathy Doyle
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Due diligenceFor-profit institute considering purchase
of another company
ResultUncovered a significant issue purchase did not go through
Thank you Kathy Doyle
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Inform and inspire marketing efforts Client redirecting marketing efforts in
the health industry - wanted robust understanding of certain keyword
ResultUsed SM to define the keyword through consumer images consumer videos terms and language Used as inspiration to ad agency
Thank you Renee Murphy
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
More objectives that work Benefit articulation SWOT analysis Product launch evaluation
What others can you think of
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Our gluten-free pizza objectives 1) What would make the ideal gluten-free
pizza2) What can we learn from Dominosrsquo
experience to help our launch be a success
3) What are consumer concernshesitations about gluten-free pizza
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Write a guide
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Pick your tools Aggregators vs going directly to the
source Paid vs free Looking for text Images
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
We looked at a lot but there are a lot more out there
Free Paid BoardReader Google Forum
and Blog Search
Social Mention Addict-o-matic Hoot Suite Pinerly Instagram Pinfluencer Curalate Brandify Topsy
Social Radar NetBase Radian6 Sysmos
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Aggregators To pay or not to pay DIY Scraping
Free Aggregators
Paid Aggregators
Cost$ outlay low time outlay high Free Often $40-$50Kyr
Breadth of resources scraped Totally up to you Better Best of quant tools offered Minimal Some
More than you need
Professional support On your own Unlikely
Part of what you pay for
Coding algorithms On your own QuestionablePart of what you pay for
Quality of analytics Up to you
Get what you pay for
Still need to drill down but gives you good start
Work involved Most Less Less (but still a lot)
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
How to evaluate toolsMust read ESOMARrsquos ldquo24 Questions to help buyers of social media researchrdquo
Company profile Data sources Data management Data quality and validation Policies and compliance
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Take it for a spin Might want to give some of these free
options a try Google Blog Reader Zakta Research Social Mention Addict-o-matic Board Reader Plus go directly to YouTube Instagram
Pinterest Twitter Facebook etc
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Jump in the water is fine
Fine tuning your searches is key What terms would your target use Like probing in a focus group
Follow that path or try another
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Be a sleuth
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Developing topic construct
Need to understand how to use search terms ldquoPizzardquo might be too broad = 138 MILLION
mentions in past 3 months Joersquos Pizza Parlor likely too narrow
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Getting to the right pool Experiment
Gluten free versus Gluten-freeGF and Pizza marginally better BUT GF = girl
friendPizza and ldquogluten freerdquo
Ended up with ldquopizzardquo AND (ldquogluten freerdquo OR ldquogluten-freerdquo OR ldquoGF pizzardquo) =gt 35K mentions
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Think creatively How else do people refer to your topic
McDonaldrsquos - ldquoMickey Deersquosrdquo Pizza Hut ndash ldquothe hutrdquo
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Fine tune
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
What can you discover Aggregator platforms have lots of metrics
Volume = 91K unique conversations NET Sentiment = 76 Passion Intensity = 45 Reach = 385M
Demographics
Source NetBase and Social Radar
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Why a change in chatter
Pizza Hut announced it would be introducing gluten-free pizza to its restaurants
ldquoWe LOVE THIS D Pizza Hut woos coeliacs with gluten-free basesrsquo
ldquoRT GlutenFreek Its a pizza A gluten free pizza A gluten free pizza from Pizza Hut Beyond excitedrdquo
Source Netbase via e54
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Good news bad news
Source Netbase via e54
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Gluten-free pizza LIKES The ldquotasterdquo
ldquoDominos new gluten free pizza tastes great and didnt make me sick Rejoicerdquo
ldquoI found a gluten free pizza that tastes goodgreat even Im happier than a pig in slop Thats how that saying goesrightrdquo
Its appearance (the ldquolookrdquo) ldquoWow that GF pizza looks amazing Where is it fromrdquo ldquoThat gluten free pizza looks yummy Nothing beats finding a good
gluten free crustrdquo It is ldquoeasyrdquo to make
ldquoEasy Gluten-Free Quinoa Pizza Crust from My Gluten-Free Girlfriendrdquo ldquoIt was delicious It is extremely cost effective easy and the best gluten
free pizza Ive had I love that its grain free toordquo
Source Netbase via e54
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Gluten-free pizza DISLIKES When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Deep dive from here When itrsquos ldquonot gluten freerdquo
ldquoMaybe my gluten free pizza wasnt so gluten free Im in so much painrdquo ldquoCraving pizza but I know I will regret eating a pizza that isnt gluten freerdquo
The ldquotasterdquo ldquoI dont get it Fruity Pebbles are gluten free amp taste awesome The Trader
Joes gluten free pizza tasted like rdquo ldquoI didnt want a pizza that tasted good for a gluten free pizza I wanted a
pizza that tasted like pizzardquo Its ldquoexpensiverdquo price
ldquoBuying special food for somebody with the restricted diet is extremely expensive Joeys gluten free dairy free pizzas usually run around 8 bucks a piece I had to learn to make a lot of his favorite food from scratch lolrdquo
ldquoThe Dominos gluten-free pizza is so small and expensive Its quite nice but not worth the pricerdquo
Source Netbase via e54
Can we tap into ldquoregretrdquo(60 conversations)
What are others saying about Trader Joersquos gluten-free pizza
(187 conversations)
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Keep looking for treasures
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Emotions around GFP
Source Netbase via e54
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Who is talking
Source Netbase via e54
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Now what
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Analysis Similar to reading bulletin board focus group
transcript but not as organized Need to read LOTS of posts and keep digging Track themes and keep evaluating hypotheses Come up with coding system and way to save
key quotes ndash Excel Aggregator products include statistics
Good starting point but those with experience donrsquot take them at face value
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Travel the seven seas1 Get your bearings 2 Identify the treasure3 Chart your course 4 Choose your fleet5 Go fishing6 Clean your catch (eg analysis)7 Serve it up
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Ta dah
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
What do reports look like
Samples from Doyle Research reports
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Samples from Social Radar report
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Dip your toe in Itrsquos not that scary ndash skills we already have Start small and gain confidence
Create more insightful proposals Prepare for new client meeting or a project
May not be for everyone
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Ready to dive in Sell to client Small freebie Add on to ldquotraditionalrdquo qual Stand-alone project
Proposal Describe process so they understand value
you bring Sell analytical skills and time yoursquoll put into it
May be be able to sell your researchanalytical skills to use clientrsquos subscription to more expensive platforms
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Heading back to shore
What does all this mean for QRCs
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Opportunities in listening space Timing is good
Hot topic ndash SM is on every marketerrsquos radar Your competition is not all that experienced
either Evidence that clients need help
understanding the ldquowhysrdquo The tools are different but the skills are the
same Wide range of ways to use SMR
Self-education -gt paid project
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Opportunities in listening space Opportunities for QRCA to establish qual
side of SMR Raise awareness - encourage more
conversations on Member Forum and LinkedIn Use PR Articles in Quirks Views etc Add to Find A Researcher tool on QRCAorg Create a SMR SIG
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Questions Send out an SOS Kris HodgesMktResearchertwcnyrrcom Jennifer Dale JDaleInsideHeadscom Dorrie Paynter DorrieLeapfrogResearchcom
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Resources
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Useful Online ResourcesESOMAR - Guideline on Social Media Research
Insightful questions for assessing social media listening tools httpwwwesomarorgknowledge-and-standardsresearch-resources24-questions-to-help-buyersphp
ESOMAR - Guideline on Social Media Research Legal and ethical guidelines for SMR http
wwwesomarorgknowledge-and-standardscodes-and-guidelinesphp
ldquoThe Promises and Pitfalls of SMR -- Prevailing Discussions and the Naked Truthrdquo Annie Pettit httpwwwmarketingpowercomCalendarDocuments201220
David20K20Hardin20Memorial20Awardpdf
ldquoChatter Matters -- Social Media Research is Reaching its Tipping Pointrdquo Ray Poynter http
nobullshitmarketingblogspotcom201110chatter-matters-social-media-researchhtml
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Useful Online Resources -- cont ldquoGuide to the Top 16 Social Media Research
Questionsrdquo httpwwwmra-netorgrqdocumentsMRA_IMRO_SMR16pdf
ldquoWhat Data Canrsquot Dordquo David Brooks NYT article httpwwwnytimescom20130219opinionbrooks-what-data-cant-dohtml
Data Science The Numbers of Our Livesrdquo httpwwwnytimescom20130414educationedlifeuniversities-offer-courses-in-a-hot-new-field-data-sciencehtml
ldquoThe Rise of Big Data How Itrsquos Changed the Way We Think About the Worldrdquo Kenneth Cukier and Viktor Mayer-Schoenberger httpwwwforeignaffairscomarticles139104kenneth-neil-cukier-and-viktor-mayer-schoenbergerthe-rise-of-big-data
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-
Useful Online Resources -- cont ldquoWiki of Social Media Monitoring Solutionsrdquo
httpwikikenburbarycom
- Smooth Sailing through the Social Media Research Waters Qual
- 18 month journey through the SMR waters
- 3Drsquos ndash Define Demystify and Delineate SMR
- Like Darwin we travelled the world to bring back specimens
- 1st ndash Thank You to all who have helped
- and to David VanNuys
- Slide 7
- Slide 8
- Slide 9
- Why should I care about Social Media Research
- Slide 11
- Slide 12
- Slide 13
- Big Data has many definitions (Think NSA)
- Our lives leave a wake of information behind us which is becomi
- Holy Grail of Big Data
- SM is an important component of Big Data
- Social Media =
- SM = ldquoConversationsrdquo
- SM Conversations + Market Researchers ---gt SMR
- At its most basic
- However some people consider SMR as more than listening
- and include interactionengagement with those who are ldquota
- and include interactionengagement with those who are ldquota (2)
- Our focus is on the listening
- How do you listen in on these conversations
- Lots and Lots of Talk
- Slide 28
- Slide 29
- Slide 30
- QRCs add value to the conversations
- Demand for QRC skills on the upswing
- Slide 33
- Slide 34
- SMR is rarely called Social Market Research
- Additional Warning
- Big Hype with SM and Big Data
- In Summary
- Slide 39
- Project Crew
- Slide 41
- Research Objective
- Slide 43
- Recruiting
- Interviewers
- Industries Interviewed
- Study Participants
- Social Media Marketing Research
- Defining SMR
- Defining SMR (2)
- Defining SMR (3)
- Defining SMR (4)
- Defining SMR (5)
- SMR Decision Makers
- SMR Decision Makers (2)
- SMR Decision Makers (3)
- Why Conduct SMR
- Why Conduct SMR (2)
- Desired Results from SMR
- Desired Results from SMR (2)
- SMR Advantages
- SMR Advantages (2)
- SMR Tools Used
- SMR Tools Used (2)
- SMR Approaches
- SMR Tools Used (3)
- Actual Deliverables
- Actual Deliverables (2)
- SMR Pitfalls
- SMR Pitfalls (2)
- Research Objective (2)
- Research Objective (3)
- Future of SMR
- Future of SMR (2)
- Opportunities for QRCs
- Slide 76
- Smooth Sailing through the Social Media Research Waters Qual (2)
- Cruise Three ndash Our Goals
- Thank you
- Special thanks to
- Travel the seven seas
- Travel the seven seas (2)
- What can I research
- Topics tend to be broader vs more in-depth
- Professional commentatorsinfluencers make water murky
- Consumer topics tend to be easier than b-to-b but b-to-b not i
- We agreed upon
- Pizza vs Gluten-Free Pizza talk
- Travel the seven seas (3)
- New idea
- Not all objectives that work in other forms of qual work in SMR
- Can be stand alone project or part of a project
- Case studies
- New business work
- Due diligence
- Inform and inspire marketing efforts
- More objectives that work
- Our gluten-free pizza objectives
- Travel the seven seas (4)
- Write a guide
- Travel the seven seas (5)
- Pick your tools
- We looked at a lot but there are a lot more out there
- Aggregators To pay or not to pay
- How to evaluate tools
- Take it for a spin
- Travel the seven seas (6)
- Jump in the water is fine
- Slide 109
- Developing topic construct
- Getting to the right pool
- Think creatively
- Fine tune
- What can you discover
- Slide 115
- Why a change in chatter
- Good news bad news
- Gluten-free pizza LIKES
- Gluten-free pizza DISLIKES
- Deep dive from here
- Keep looking for treasures
- Emotions around GFP
- Who is talking
- Travel the seven seas (7)
- Now what
- Analysis
- Travel the seven seas (8)
- Ta dah
- What do reports look like
- Slide 130
- Dip your toe in
- Ready to dive in
- Heading back to shore
- Opportunities in listening space
- Opportunities in listening space (2)
- Questions
- Resources
- Useful Online Resources
- Useful Online Resources -- cont
- Useful Online Resources -- cont (2)
-