Annie pettit training day - 2012
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Transcript of Annie pettit training day - 2012
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
A Presenta*on from The Fes*val of NewMR – Training Day
3 December 2012
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5 Tips for Great Social Media Research Annie PeCt, Conversi:on
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
5 Tips for Great Social Media Research
By Annie Pettit Chief Research Officer
@LoveStats @Conversition
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Have a Research Objective
• Traditional Research
– Usage and Attitudes
– Segmentation
– Brand/Ad Tracking
– Custom Research
1
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Social Media Research Objective
“Lemme see whuchu got”
NOT an objective
IS a recipe for failure
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Actionable Research Objectives
• Do consumers like the ad we just launched on television?
• Do consumers like the features of my product?
• Is Facebook a good place to advertise my product?
• Should I develop my product in a larger size?
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Know What Brands Will Work 2
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Revenues>$25 billion • Berkshire Hathaway • McKesson • AmerisourceBergen • Archer Daniels Midland • Wellpoint • INTL FCStone • Lockheed Martin • Express Scripts • Hess • Ingram Micro
Hard for unknown companies to research their own brand
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
• Johnson & Johnson
• PepsiCo
• Merck
• Unilever
• Dupont
Hard for untalked about companies to research their own brand
8
What exactly do they make?
I prefer to chat about Lipton
I prefer to chat about Clari*n
I prefer to chat about Neutrogena
I prefer to chat about Pepsi
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
• Annie’s Bakery • Joe’s Corner Store • Little Rock Tackle Shop • Lexington Spa and Nails • Jacksonville Coffee Stop • Rockland Best Ice Cream Shoppe
Harder for local/small businesses to research their own brand
9
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Large consumer facing companies can measure anything
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
What is a large consumer facing company?
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Remember Research Basics 3
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Large Sample Sizes
Example 1
• Men = 49.9% in favour • Women = 50.1% in favour • Sample size = 2 million • p<0.005 (This is statistically
significant)
0
10
20
30
40
50
Women Men
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Small Sample Sizes
Example 2
• Men = 63% in favour • Women = 37% in favour • Sample size = 20 • P>0.05 (This is NOT statistically
significant) 0
10
20
30
40
50
Women Men
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Be Prepared to Lose Research Basics 4
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Female, White, Not Hispanic, No children, Graduate Degree, Owns a home, Country
Male, White, Hispanic, 3 children, Graduate Degree, Owns a condo, city
Cannot identify geo/demographics
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
The Mickey Mouse Triad of Excellence
Online Surveys
Mobile Research
Social Media Listening
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
The Mickey Mouse Triad of Excellence
Online Surveys
Mobile Research
Social Media Listening
Get census rep here
Get instant in store experience here
Get unsolicited, unaltered consumer voice here
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Have a research objective
Understand which brands can use listening research
Don’t forget your research basics
Be prepared to lose some research basics
Collaboration is your friend
The Five Tips
1 2
3 4
5
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Thank you
Annie Pettit Conversition
Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2
Annie Pettit
Read Annie’s blog @ hSp://lovestats.wordpress.com/ Follow Annie’s tweets at @ hSp://twiSer.com/lovestats Connect with Annie on LinkedIn @ hSp://ca.linkedin.com/in/anniepeCt Find out about Annie’s book at @ hSps://lovestats.wordpress.com/book/