Social Listening for Market Researcher
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Transcript of Social Listening for Market Researcher
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Social Listening for
Market Researcher
by Kla Tangsuwan
29 October 2015
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About
Kla Tangsuwan
/nytonkla
Education- B.Sc. Information Technology, Thammasat University- M.Sc. Internet System Development, University of Portsmouth, England.
Experiences- Software Engineer @Reuters Software Thailand- Technical Support Consultant, @Reuters Software Thailand- Program Instructor C,C++,PHP,Java,Web Programming @SIIT- Social Media Strategist @Office of Prime Minister- Internet TV Host @Duocore.tv- Committee @Thai Webmaster Association- Marketing Director, Managing Director @ThothMedia
Speakers- Social media strategy / monitoring @TMA @MUIC @BUIC @Chula @TOT @WebWednesday @MalaysiaGov etc.- Internet TV @Chula @TU @Rajabhat @Barcamp @WebmasterCamp- Startups @JoomlaDay
Co-Founded- Duocore.tv- Thoth Media Co.,Ltd.- Melonbox Co.Ltd.
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“An online marketing solution that contributes Leading Social Intelligence.”
AdsOptimization
SocialReport
Social Media Management
SocialTools
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Social Media Matters in Thailand
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250 Million TalksPer months
~ 8 Million Talks every daysOn Facebook Public Pages, Twitter and Forums
Not including 35 Million Facebook Profiles
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
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Social Talks +86% in 2 YoY
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
Base
+51%
+86%
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Quiz :
[A]20 December 2014
Thailand won Suzuki Cup
[B]2 April 2015
60th An. HRH Princess Sirindhorn
[C]22 May 2014
Coup
Which day has most talkabout topic
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Long Live HRH Princess Sirindhorn
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
เฉลิมพระเทพฯ 60 พรรษา
รัฐประหารบอลไทย แชมปซูซุกิคัพ
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King of forums.
From 200 forums. Non-pantip vs Pantip.
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How Market Researcher benefit from Social Media
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Questions Like This..1. What customers like / dislike to do at shop?
2. How should brand improve to impress more audience?
3. What is expected product price from the market.
Social Media Tools can help.
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Classic Pain..1. How to deal with large data.
2. How to sort out “signal” from “noise”
Social Media Tools can help.Quantitative and Qualitative!!
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Before we go on..Social Media Data
● may not represent a whole population.
● do have volume and accuracy of reference.
● is mostly authentic and unbiased.
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Store Visit #1 : { “ ไป + x ”... store }
Question : ลูกคาไปทําอะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store. Identify “ไป” and adjacent keyword.
Answer : 33% ซื้อ, 31% รอ, 21% เดิน, 21% กิน
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Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store. Identify “ไปซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77% แม
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Crisis : Is it gone?
จํานวนความคิดเห็น
ความเชื่อมั่น (สุทธิ) สัดสวนความคิดเห็น เนื้อหาเปนบวกหรือลบ
จํานวนความคิดเห็น
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Health Check : Still good looking?
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Health Check : Digging In.
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Price Monitoring: Galexy S5
http://www.abc.net.au
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Price Drop : Samsung Galaxy S5
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Information Extraction:
Loy Krathong
http://www.painaidii.com/diary/diary-detail/001127/lang/th/
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Pattern Analysis:
Viral Behavior
http://www.painaidii.com/diary/diary-detail/001127/lang/th/
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Prediction:The Voice
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✓ Customer talking social media matters.
✓ Social Media Tools can help both Quantitative and Qualitative results.
✓ Ask for Demo at ThothMedia.com
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Q & A
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Social Listening for
Market Researcher
by Kla Tangsuwan
29 October 2015