Insightful research form

social media, fact or

fiction?

Erica van LievenErica is a forward thinker who enjoys embracing

change and never hesitates to incorporate

technology in her business to improve quality of

work and elicit better insights. She is not just an

observer of social media but a proactive

experimenter, who likes to discover practical

ways to add commercial value to clients utilizing

this technology.

Erica is Managing Director of Direction First

which she started in 1997

Jess Whittaker

BuzzNumbers is Australia‟s leading provider

of Social Media Intelligence and Monitoring.

Jess Whittaker is the lead Product Evangelist

for BuzzNumbers and works alongside clients

in their initial stages of understanding their

online/ social media landscape and how to

make the first steps in the listening and

analysis process.

“My goal is to

simplify complexity. I

just want to build

stuff that really

simplifies our base

human interaction”

Jack Dorsey being interviewed by Charlie Rose in January 2011

“InformatIon wants to

be free…”

Stewart Brand 1984...

Responding to the change…

“I‟d like to do away with with

counting impressions in marketing in

favour of counting „expressions‟ from

consumers about brands.”

Researcher partners are expected to

deliver “game-changing insights”.

“Social media isn‟t only replacing some

survey research but also making it

harder to do by changing consumer

behaviour and expectations.”

“Market research should change…it

need s to be methodology agnostic.”

Joan Lewis, global consumer and market knowledge officer of P & G @

Advertising Research Foundation

Joe Tripidi, exec VP-chief marketing and commercial officer of Coca-cola

Co. @ the Association of National Advertisers conference

Qualitative Researchers VS Text Analytics Software

• Only requirement is text

• Fluid, intuition and

experience-driven

• Higher weight to emotions

• Less reliable, transparent

• Difficult to set-up

• Granular information accessible

• Frequency-driven, pattern

learning

• Emotions difficult to weight

• Use Data visualization

findings would have been similar using

software-driven approach alone

4 findings would be the same using either

approach

The outcome...

Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011

finding would have been missed using the

software-driven approach alone

Benefits of

software

driven

analysis

Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011

http://www.brainjuicer.com/xtra/digividualsJohn Kearon, BrainJuicer, DigiVisualsTM

DigiViduals…

http://www.brainjuicer.com/xtra/digividualsJohn Kearon, BrainJuicer, DigiVisualsTM

DigiViduals… continued…

Disruptive platforms change the

rules of the game, listening becomes the new asking...

…but also specific aspects

of your brand, like…

We should be able to measure not just the online

sentiment towards a brand…

Sourced from Conversition Strategies

July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions

…but are we really listening?

So what

does

listening

look like

Tracking

Measuring Analyzing

Extracting

Firstly you must

identify what

TYPES of

conversations you

want to listen to?

• Brand/Organization

• Competitor Information

• Individual Product/Services

• Broader Industry mentions

• Mentions of Key Stakeholders

e.g. CEO/Government

Ministers

• Topical Issues e.g. Climate

Change

• Current Affairs e.g. Elections

• Natural Disasters

e.g. QLD Floods

Secondly…you

must define the

desired

objectives of the

research/insights

Overtime

volume

analysis

Topical

analysis

Influence

analysis

Location

analysis

Source

analysis

Sentiment

analysis

Sentiment Grading:

Manually assign sentiments and

grade them by clicking on the

plus(positive), circle(neutral),

minus(negative) or trash can

symbol (delete).

Mentions:

See the individual mentions

that relate to your keywords

with a brief extract of the

conversation.

Topics:

Investigate themes

customized to your

research, brand or

competitors.

Location Analysis

Reporting I

Reporting II

Reporting III

Social media and the end of gender , Joanna Blakley @ TED, Dec,2010

With social media we become genderless..

Direction First conducted research to investigate

whether research had a place on social networking sites

18-34 35-55 56+

50% 46% 45%

16% 21% 23%

17% 20% 18%

9% 4% 4%

2% 6% 6%

6% 3% 3%

% 1% %

47%

20%

18%

6%

5%4%

Privacy

Ease of use

Interacting with people who have similar interests

Convenience

Informatin gathering

Expressing my opinion

Obtaining advice

*No differences between gender

Thinking about social networking sites which aspect is most important to you?

S20: Thinking about social networking sites, which aspects are the most important to you?

Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)

Indicates a significant difference at 95% confidence

Privacy is the most important aspect to social

networking site users…including the younger users…

Sorry, PSN users, your

information has been

stolen.

You know how everything has

seemed free for the past few

years?

It wasn't. It's just that no one

told you that instead of using

money, you were paying with

your personal information.Joel Stein Thursday, Mar. 10, 2011

Data Mining: How Companies Now Know Everything About You, TIME. Read more: http://ti.me/kKxNLt

• Managing the data set size

• Manuel versus programmed text analysis

• Low interest brands not as frequently mentioned

• Researchers to interpret the new online language - #, @, luv, gr8t, tght

• Privacy controls

• Very large data sets

• Observation without asking questions

• Location based answers

• Real time

• Research by interest groups

• Privacy controls

Where to next…

80%20%Formal research study Information available online

Social networks surge in Australia - http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail

Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of_Every_5_Minutes_Spent_Online_in_Australia?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+comscore+%28comScore%2C+Inc.%29

The Man Your Man Could Smell Likehttp://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf

John Kearon “DigiVisuals™” http://www.brainjuicer.com/xtra/digividuals/

Tsunami in Japan – http://mashable.com/2011/03/11/japan-tsunami/

2011 Egypt Riots - http://bit.ly/hzUOe8

2011 Chris Church Earthquake - http://bit.ly/g0Bmnu

Joanna Blakey TED talks “Social Media and the end of gender” December 2010

Microsoft Digital Advertising Solutions “Bring the love back” July 2007

Theo Downes “Can Software-Driven QDA Replace the Seasoned Researcher? “ New virtual MR Festival March 2011

SSI Webinar “Taming the social Networking Giant” Jan 2011

Jack Dorsey “My goal is to simplify complexity” Jan 2011

Reference