research and social media: stronger together than apart
DESCRIPTION
This is the deck for our webinar coming up on July 30th. To register for this free webinar, please visit: http://www.sdl.com/events/si/webinars/research-and-social-data.html During this webinar, gain valuable insights into how to improve your customers' experience by using social data alongside your existing data and traditional business metrics – such as NPS. Furthermore, we will share evidence of how market research has evolved to better inform traditional methodologies to improve product launches, campaigns and agile, data-driven business decision making. What you will learn: • How to improve your customers' experience using a predictive, scalable & multilingual data set • How to improve your product launches and segmentations through our Microsoft Surface use case • How to target your customers more effectively and redirect your campaigns in real-timeTRANSCRIPT
Research and Social: Stronger Together than Apart
Will ScharfBusiness Solutions Consultant
[email protected] 1.206.940.3078
Based on white paper: “Social Media and Traditional Research Methodologies: Stronger Together than Apart”
By: Kara Clark, Market Research Manager SDL
SDL Recognized Leader in Driving Customer Experience
• Publicly traded company with $400m annual revenues
• Over 2,700 employees in 70 offices across 38 countries
• World-leading innovative technology
• Award-winning and profitable company, with long-term financial stability
• 1,500+ enterprise customers and partners
• 42 of the 50 top global brands use SDL solutions
ABOUT SDL SOCIAL INTELLIGENCE
SDL Social Intelligence provides enterprise customers with real-time insight and foresight to optimize customer experience. The Customer Commitment FrameworkTM enables global brands to develop and measure product, brand and engagement strategies to drive growth and increase revenues. www.sdl.com/si
About SDLSDL enables global businesses to enrich their customers’ experience through the entire customer journey. SDL’s technology and services help brands to predict what their customers want and engage with them across multiple languages, cultures, channels and devices. SDL has over 1,500 enterprise customers, 400 partners and a global infrastructure of 70 offices in 38 countries. 42 out of the top 50 brands work with SDL.
About SDL Social Intelligence
Background of Social Intelligence
Rooted in market research innovative methods.
Applied market research and statistical analyses of the way people use language to reflect their experiences in the journey.
Outcome: a proven system of structuring social data to
optimize the insights around consumer experiences.
What you will learn today …
Our take on the fundamental values and shortcomings of traditional research and social media.
How using social media as a data set can offset some challenges businesses have in optimizing the customer experience.
How innovative ways of using both can drive targeted and effective actions for the business.
Why social media is being used today by organizations?
It’s practical, not just cool and
innovative
What does Social Media offer that can offset the
limitations of traditional methods?
Traditional research challenges Social media benefits• Long lead time• Often multiple suppliers• Translation of research
materials• Travel
• Extremely short lead time• All encompassing approach (no
need for multiple vendors)• Constantly updating
It can drive details of a campaign in a short period of time
Traditional research challenges Social media benefits• Vendor costs• Recruitment costs• Respondent incentives• Translation costs• Travel costs• Data collection• Data cleaning• Data analysis • Reporting
• Data collection - automated• Data cleaning – partially
automated• Data analysis – partially
automated• Reporting – partially
automated
Budget constraints
Traditional research challenges Social media benefits• Awareness of recording• Unnatural environments• Fear of right and wrong
answers• Recall• Important details
• Unsolicited• Observational• Created in the moment - No
need for recall• Natural discourse is created
with peers
Unobtrusive and insightful understanding of the customer
What can traditional market research offer that can offset limitations of social media as a data set?
Traditional research benefits Social media challenges• Accurate demographic data• Target broad audiences• Segment opinions with
demographic data
• Large portions of data are not attributable to demographics
• Mostly behavioral based (psychographic data)
Demographics and detail
Traditional research benefits Social media challenges
• Collect and analyze consumer information from non-internet users
Difficulty reaching certain audiences• Audiences 50+ years old• Rural populations • Developing countries• Low income populations• C-level executives• B2B decision makers
Targeting non-internet users
Traditional research benefits Social media challenges
• Direct feedback during the development of materials
• Non-disclosure agreements
• Non-direct and unstructured feedback
• Removes the element of surprise to the public
• Competitive access is inherent
Getting very specific and detailed feedback
Social in Action: A case study with
Understand the way technology
learning preferences are evolving with the growth of
cloud technologies.
The logic behind the approach
Social Media Research
Three Focus Groups
Survey
1
2 3
1. Lack of ability to measure exact findings from the qualitative research
2. Lack of ability to get detailed feedback on specific learning programs
3. Lack of ability to understand how the findings apply to the broader global audience
Leigh-Anne Voigt, Senior Market Research Manager at Microsoft, spoke best to the strength of the multi-method approach:
“This approach works the way I work when making a critical decision – taking disparate sources of information that work together to indicate action.”
Outcome
Objectives metMinimal gaps in the
researchLess than 6 weeksModest budgetUnique and niche
insights uncovered
Integrating Social with Research
Start broad
Develop and refine questionnaires and discussion guides
Uncover unknowns
Uncover
Tease out behavioral motivations and catalysts
Develop predictive analyses by testing those with historical data
Integrating Social with Research
Integrating Social with Research
TrackKeep a pulse on the way markets change
Integrating Social with Research
ValidateAdd credence to findings
Measure prevalence of findings
Integrating social intelligence with other business intelligence
Digital Touchpoints
Interactive Touchpoints
Traditional Touchpoints
Insights
SMS E-CommerceStores
Social Networks
Mobile Apps
.com & Campaign
Sites
TV Ads
Print Ads
In-storeVideo
Web & Search Ad’s
ReviewSites
Call Center
Documentation
Pre-Purchase
Post-Purchase
Customer JourneyCustomers
Learn more about impacting your customers’ experience and driving your business objectives with our Customer
Commitment Framework at www.sdl.com/si
Will ScharfBusiness Solutions Consultant
[email protected] 1.206.940.3078
Based on white paper: “Social Media and Traditional Research Methodologies: Stronger Together than Apart”
By: Kara Clark, Market Research Manager SDL