Jo woolmer social media research - 2012
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A Presenta*on from the NewMR “Social Media Research” Event
9 October, 2012
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org
Is it real? Using conven1onal research to validate and quan1fy social media findings Joanne Woolmer, Vision Cri1cal
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Is it real? Using conventional research to validate and quantify social
media findings. Joanne Woolmer, Vision Critical,
London, UK
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
1. Social media usage – What are people really doing
2. An iPhone 5 case study – What social media was saying – Evalua:ng the buzz
3. Conclusions and recommenda:ons
Agenda
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
UK Sta:s:cs
Facebook users, 30 million 49% (in March 2012) 1% of Facebook users = approx. 300K
Source: InternetWorldStats
Internet users 53 million 84% of the popula:on
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Usage 72%
62%
28%
15%
5% 4% 4%
64%
38%
18%
7% 3% 1% 1%
Social Media in Last Year and Last Week
Year Week
Base: 2005, Sept 2012, Springboard UK
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Case Study Topic: iPhone 5 launch
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
1. Monitored any emerging studies post launch to inform
our case study.
2. Listened to the buzz of social media post launch using a social media monitoring tool.
3. Followed up with a quan:ta:ve survey on our na:onal Springboard panel to validate and quan:fy findings.
Approach
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Monitoring Scale -‐ size of buzz in social media
“Big Deal or Big Disappointment”, Annie Pect, Conversi:on, 3rd October 2012.
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
iPhone 5 Launch Scale -‐ size of buzz in social media
Quan:ta:ve Survey: Pre launch -‐ 81% aware of iPhone 5 launch
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
The UK iPhone 5 Twifer Sen:ment Analysis
22
21 56
Manual
6 5
89
Automated
Base: 444 tweets – 13th September 2012
Posi:ve
Nega:ve
Neutral
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Response to Launch
31 15 25 15 15
Not at all A lot
Want an iPhone 5?
Are all views equal?
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
The Posi:ve Story Neutral
39 69
64
29 7 2
Total Want an iPhone 5
36 65
57 33
6 2
Total Want an iPhone 5
4G Camera
31 59
63 39
6 2
Total Want an iPhone 5
Memory
31 61
61 37
8 2
Total Want an iPhone 5
30 60
64 38
6 2
Total Want an iPhone 5
Design
Apps
27 53
65 44
8 3
Total Want an iPhone 5
BaRery
Posi:ve Nega:ve
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
o2 and 4G
In the social media monitoring o2 was one of the main men:ons An omni used to explore preferred network? o2 = 32% Amongst non-‐o2 people an open-‐end asked – “Why?”
9% cited 4G concerns
The topic was suggested via SM, but validated and quan:fied via a survey
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Conclusions and Recommenda:ons
1. Listening to SM is a must!
2. But it is a blunt and uncalibrated tool
3. Iden:fying who you are listening to is important
4. Social media can be used in conjunc:on with surveys
5. To work out what is real and how big it is
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Thank you
Joanne Woolmer
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Q & A
Ray Poynter VCU, Vision Critical
Joanne Woolmar Vision Critical
Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
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Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2
Joanne Woolmer
Contact Joanne @ joanne.woolmer@visioncri:cal.com Follow Jo’s tweets at @ hfp://twifer.com/JoWoolmer_VC Connect with Jo on LinkedIn @ hfp://uk.linkedin.com/in/joannewoolmer
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A Presenta*on from the NewMR “Social Media Research” Event
9 October, 2012
All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org
Is it real? Using conven1onal research to validate and quan1fy social media findings Joanne Woolmer, Vision Cri1cal