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Using Social Media Data to Drive Business DecisionsOnline Conversation Research

March 14, 2013

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Agenda

Benefits and Methodology of Social Media Research

What kind of data is available and how to use it

Examples of research tools available

The reality of what’s involved in executing social media research

Welcome!

Amy Marshall

Social Media Strategy & Research

COO, Columbus Division

@amymarshall

@fathomonline

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Social Media Data can help “figure it out”

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All over the internet people are

sharing opinions,writing reviews,

sharing experiences,tweeting

about brands

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Ratings & Reviews

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People are talking about all brands

Customer Feedback

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Consumers use social

media to learn what to buy

Brands use social media

to learn how to sell

Social Media Irony

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Monitor

Watch competitors

Look for new opportunities

Monitor conversations

Listen

Manage customer service

Gather customer opinions

Identify influencers

Participate

Participate in conversations

Build strong relationships

Gather direct feedback

Social Media

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Augment offline research

such as phone surveys or focus groups,

with social media conversation data

Social Media is a Large Focus Group

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Why social media data can be “efficient” and “accurate”

Eliminates the observer effect Eliminates self-selection Huge amount of information and samplings, fast

Social Media Data

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Monitor

Watch competitors

Look for new opportunities

Monitor conversation

Listen

Manage customer service

Gather customer opinions

Identify influencers

Participate

Participate in conversation

Build strong relationships

Gather direct feedback

Analyze

Product development

Consumer messaging

Measurement

Competitive intelligence

Social Media

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Identify online conversations about the brand, competitors and product or services

Analyze the online channels, content and connections for trends and behavior

Interpret the results into business goals and objectives

Social Media Data Research Methodology

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Brand Competitor brands Partner brands Industry groups Product names/services Campaign names Events Industry terms

Research Plan

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Volume of conversation Channels where conversations are happening Demographics – gender, age Geography Top posters Influencers Top keywords Relational themes Sentiment Trends by social networks

Top Level Social Media Data Available

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Compare timeframes Pre and post campaigns Year over Year

Identify influencers Brand advocates Relevant, influential posters

Segment personas or target audience themes Keyword themes used Channels talking on

Analyzing the Data

Trend keyword themes Brand messaging or

consumer messaging Campaign driven, consumer

driven or media driven Sentiment

Track targeted geographies Office locations Targeted campaigns

Channels Different conversation themes

by channel – Message Map

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Real Reports & Data

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Volume of conversation examples

Report Examples

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Channels

Report Examples

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Report Examples

Demographics

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Sentiment

Report Examples

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Tools

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Social Media Data Aggregation Tools

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Monitoring Tools

• Google Alerts, Social Mention, NetVibes, Trackur, Viralheat, Lithium Technologies, Radian6, Sysomos

Engagement Management Tools

• ArgyleSocial, SproutSocial, HubSpot, Hootsuite, Sysomos, Visible Technologies

Conversation Research & Analysis Tools

• Radian6, Sysomos, Nielsen, Visible Technologies, Crimson Hexagon, Brandwatch

Types of Social Media Tools

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The Reality

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The Reality of Social Media Research

Search setups are critical

Cleaning the data can be tedious

Depending on the brands and goals, it can take a lot of time

Can get “sucked into” the never ending data and segmentation options

Interpreting the data into business outcomes and actions is a skill

Need to analyze research on a regular basis

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Amy Marshall

@amymarshall

amarshall@fathomdelivers.com

www.fathomdelivers.com (Social Media Intelligence)

Questions?