how to blend social media with traditional panel research
DESCRIPTION
Some say social media will be the death knell for online panel research. Online panels have had a significant impact on the market research industry but social media is changing the game. Consumers increasingly turn to sites like Facebook and Twitter to talk about their brand experiences. Many companies listening to consumer conversations in social media consider this “free research,” and even go so far as to replace the insights learned from traditional online panels. While social media research techniques offer an innovative way to conduct market research they should not occur in a vacuum. Market researchers can take advantage of the social media research trends by using research tools that incorporate the elements of social media with online panel research.TRANSCRIPT
- April 16, 2014 Darren Bosik QuestBack 2013 QuestBack, SA All Rights Reserved. Blend Social Media with Online Panel Research
- 2 Agenda Integrate social media with panel research Recruit panelists from social media sources Metrics for research management Technology for integration Q&A 2013 QuestBack, SA All Rights Reserved. [email protected]
- 3 Collect Monitor MeasureAnalyze Synthesize Act Social Media Feedback Data Cycleofcustomerfeedback [email protected]
- 4Socialmediause [email protected]
- 5 Source: Darrenbarefoot.com Social media sites - 2006 [email protected]
- 6Conversation Prism - 2014 Source: Conversationprism.com [email protected]
- 7 2006 2008 2014 Social media evolution [email protected]
- 8Social media listening [email protected]
- 9Social media listening tools [email protected]
- 10Impact on traditional research methodologies The more people see two-way engagement and being able to interact with people [on social media] all over the world, I think the less they want to be involved in structured research. Procter & Gamble marketing executive Joan Lewis [email protected]
- 11 Effective panelist engagement strategy that meets the evolving needs of respondents throughout their lifecycle as members of the panel. Traditional online panel lifecycle management [email protected]
- 12Components of social media panel recruiting River sampling Facebook integration Quality Assurance [email protected]
- 13 River sampling in social media platforms [email protected]
- 14 Social media and online panel development Social Media vs. Online Panel [email protected]
- 15 Social media and online panel development Social media users are less likely to have a college degree Panelists have a higher average annual household income Panelists are slightly older Source: Rockbridge Associates [email protected]
- 16 Quality assurance for social media panelists Source: Rockbridge Associates [email protected]
- 17Develop new panelist business rules [email protected]
- 18 community Survey Data Insights and Action Facebook feedback loop [email protected]
- 19 Facebook community Survey Data Insights and Action Private Online Community Survey, Online Focus Groups Insights and Action Open a private online community [email protected]
- 20Open a private online community Structure dialogue through forums, moderated chats, and quantitative and qualitative surveys Profile, segment and target communications appropriately Manage activities, fan feedback, participation Your PRIVATE Online Community Right on Your Facebook Page! [email protected]
- 21 Facebook fan segments [email protected]
- 22 Four short survey questions for Facebook fans: 1. Are you a friend, fan, or do you like on Facebook? 2. Please indicate how likely you are to consider for a future purchase. 3. Please approximate the amount of money you have spent on products in the past 12 months. 4. Please indicate how likely you are to recommend to a friend or relative. The difference between the answers to these questions from Facebook fans versus regular customers represents the added value of Facebook fans. Valuing Facebook fans [email protected]
- 23Compare Facebook fans to regular panelists KPIs [email protected]
- 24Social media metrics Brand or Keyword Mentions is this similar to your metrics around call center volume? Share of Voice Is this similar to your market share? Mentions in social media of Brand X , First Quarter 2014 Competitor B, 5% Competitor C, 23% Competitor D, 9% Competitor E, 24% You, 31% Competitor A, 8% Share of Voice of You and Your Competitors [email protected]
- 25Social media metrics Text Analytics Are social media conversations agreeing with survey open-ended data you collect from panelists? Sentiment Analysis Does this agree with your customer sat scores? [email protected]
- 26Embracing social media [email protected]
- 27 One Platform. All Data Channels. Structured Unstructured Unsolicited Big Data Mobile [email protected]
- 28 35% of the brands on the Forbes 100 list are QuestBack customers QuestBack has a 96% renewal rate for its enterprise platform QuestBack Clients [email protected]
- 29 Q&A [email protected]
- Webinar: Winning Concepts 30 2013 QuestBack, SA All Rights Reserved. Free consultation on todays topic Darren Bosik [email protected] Thank you