research with social media data
DESCRIPTION
20 uses in 20 minutes. Presentation by: Annie PettitTRANSCRIPT
20 Uses in 20 Minutes: How to Leverage Social Media Research
Annie Pettit, Chief Research Officer, Conversition
Social media research by researchers, for researchers
Measure Brand Sentiment Over Time
1
In early June 2012, Chick-Fil-A accused a company of infringing on their trademark. Then, in late June, Chick-Fil-A was accused of not supporting equal marriage rights. Can Chick-Fil-A return to their former glory days?
Apr-02
Apr-09
Apr-16
Apr-23
Apr-30
May-07
May-14
May-21
May-28
Jun-04
Jun-11
Jun-18
Jun-25
Jul-02
Jul-09
Jul-16
Jul-23
Jul-30
Aug-06
Aug-13
Aug-20
Aug-27
Sep-03
Sep-10
Sep-17
Sep-24
Oct-01
Oct-08
T2B 44% 43% 43% 42% 46% 46% 47% 43% 43% 39% 42% 44% 41% 28% 48% 19% 17% 22% 21% 26% 35% 37% 36% 38% 30% 42% 40% 34%
N 41% 42% 42% 41% 40% 39% 38% 41% 41% 41% 41% 40% 41% 42% 34% 43% 44% 44% 45% 44% 40% 40% 39% 39% 42% 38% 42% 41%
B2B 15% 16% 15% 17% 15% 15% 15% 16% 16% 19% 17% 17% 18% 30% 18% 38% 39% 34% 35% 31% 25% 23% 25% 23% 28% 20% 19% 25%
0%
10%
20%
30%
40%
50%
Compare to Category Norms
2
In the shampoo category, Pantene is outperforming norms by 7 to 20 points. They need to ensure they retain this leading position.
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Pantene 54% 57% 58% 58% 49% 55% 58% 54% 57% 58% 44% 53% 55%
Norms 38% 39% 38% 39% 37% 40% 39% 38% 36% 39% 37% 39% 38%
0%
10%
20%
30%
40%
50%
60%
70%
% o
f V
erb
atim
s th
at a
re P
osi
tive
Compare Sentiment to Competitors
3
Although the iPad generates the greatest awareness, the Nook consistently receives more positive ratings in the social media space. Should Apple be concerned?
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
iPad 39% 36% 41% 39% 36% 49% 32% 40% 65% 58% 54% 48% 52%
Kindle 42% 42% 44% 45% 45% 38% 38% 39% 48% 46% 46% 48% 48%
Nook 54% 56% 52% 52% 47% 52% 49% 53% 56% 57% 58% 50% 55%
0%
10%
20%
30%
40%
50%
60%
70%
Top
2 B
ox
(Po
siti
ve)
Compare Brands in 3D Space
4
Among its competitive set, Checkers enjoys the optimum position with the most positive chatter, as well as the most passionate chatter. But it does not enjoy the volume of chatter that McDonalds and Chick-Fil-A do, both of which suffer from lower sentiment.
Evaluate Net Promoter Indicator
5
This NPS inspired score, ranging from -100 to 100, demonstrates that recommendations for Citibank lead whereas Bank of America trails.
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
BAC 23 22 18 17 18 20 25 24 25 22 23 26 29
Chase 18 25 31 19 23 30 25 27 23 26 33 32 23
Citibank 35 30 26 22 24 27 34 35 33 32 29 33 32
0
10
20
30
40
Evaluate Proprietary Measures
6
Create proprietary measure based on social media data for any category and any theme to meet specific needs.
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
Series1 20.2 18.8 19.2 18.8 18.4 30 21.2 15.2 21 20.5 21.6 23.3 24.1
0
5
10
15
20
25
30
35
Consumer Confidence
Brand Health
Innovation
Loyalty
9-Feb-12
14-Feb-12
19-Feb-12
27-Feb-12
1-Mar-12
6-Mar-12
16-Mar-12
18-Mar-12
2-Apr-12
9-Apr-12
23-Apr-12
29-Apr-12
1-May-12
7-May-12
13-May-12
20-May-12
27-May-12
1-Jun-12
3-Jun-12
10-Jun-12
17-Jun-12
24-Jun-12
1-Jul-12
8-Jul-12
15-Jul-12
22-Jul-12
29-Jul-12
1-Aug-12
5-Aug-12
12-Aug-12
19-Aug-12
26-Aug-12
count(*) 1 1 2 1 3 2 2 5 10 3 6 1 4 339 314 150 202 55 157 110 212 30 94 173 121 132 90 112 142 127 52 36
0
50
100
150
200
250
300
350
400
Track A New Product Introduction
7
Clear Scalp & Hair Therapy, by Unilever, launched to only mild fanfair the week of May 7. And now, it is quickly losing interest. Can the brand find a way to return the volume of buzz back to when it first launched?
Got it at @Target! Great hair is part of my #bestdayever
0
20000
40000
60000
80000
100000
Feb
-01
Feb
-06
Feb
-13
Feb
-20
Feb
-27
Mar
-05
Mar
-12
Mar
-19
Mar
-26
Ap
r-0
2
Ap
r-0
9
Ap
r-1
6
Ap
r-2
3
Ap
r-3
0
May
-07
May
-14
May
-21
May
-28
Jun
-04
Jun
-11
Jun
-18
Jun
-25
Jul-
02
Jul-
09
Jul-
16
Jul-
23
Jul-
30
Au
g-0
6
Au
g-1
3
Au
g-2
0
Au
g-2
7
Sep
-03
Sep
-10
Sep
-17
Sep
-24
Oct
-01
Oct
-08
Track an Adverse Event
8
Chick-fil-a drew attention for not supporting equal rights. The event drew attention on August 1st when supporters staged a Chick-Fil-A appreciation day. When will consumers forget this incident?
Chick-fil-a and it’s supporters are making me ashamed to be
a Christian.
no chickfilet here but I am so proud to be a Christian & have conservatives taking a stand!
Identify the Most Common Topics
9
People talking about Chevrolet are most likely to mention the engine, and in particular electric or hybrid engines. Chevrolet should focus their marketing efforts here as opposed to less common issues such as the interior.
Identify Your Key Strengths
10
People talking about the Diablo III war video game have the most positive things to say about the shotgun weapon. The makers of Diablo ought to ensure this weapon retains its positive features in future releases.
Identify Your Major Weaknesses
11
Netflix, a provider of movies, announced a new price increase which angered people and caused them to threaten cancelling their service and switching to Redbox. The data quickly announces this.
Identify Sources of Negativity
12
Delta airlines experienced bad press due to food contamination. Reddit was a major source of negativity and so should be monitored to ensure the coverage is fair and does not persist.
Catch Early Rumblings
13
These are some of the more negative topics with very small sample sizes for Delta airlines. Are these tiny problems that should be addressed before they burst into major problems?
14
Evaluate Language Styles
14
Casual Language
Formal Brand Names Informal Brand Names
Forceful Language
Mirror to your consumers the style of language that they prefer. Know when to use strictly formal language or slightly relaxed language.
Choose a Celebrity Endorser
15
Garnier consumers are already talking about these famous actors. If they want to partner with another celebrity, they ought to start with this list.
Choose Product Co-Branding
16
People talking about Chevrolet are already talking about these electronics brands. If they want to partner with a brand for some co-development or co-marketing, they ought to start here.
Choose the Right Options for a Survey
17
Coca-cola should ensure their survey questions include options related to Mountain Dew, Gingerale, Dr. Pepper, and Pepsi.
Measure ALL of your brands
18
Abba O O O O O
Agadir Argan Oil O O O O O
Alagio O O O O O
Alfaparf O O O O O
Alterna O O O O O
American Crew O O O O O
Amika O O O O O
ARTec O O O O O
Aveda O O O O O
Back To Basics O O O O O
Bain De Terre O O O O O
Bed Head Hair Care O O O O O
Bed Head Sugar O O O O O
Biosilk O O O O O
Brazilian Blowout O O O O O
Bumble and Bumble O O O O O
Catwalk Haircare O O O O O
CHI O O O O O
CHI Deep Brilliance. O O O O O
CHI For Men O O O O O
Circle of Friends O O O O O
Davines O O O O O
DermOrganic O O O O O
Deva Concepts O O O O O
Enjoy O O O O O
Fairy Tales Haircare O O O O O
Farouk Deep Brilliance O O O O O
FHI O O O O O
Fudge O O O O O
A well designed survey focused on data quality can’t measure every relevant brand. Focus on the top brands and let social media research do the rest.
Keratin Complex by Coppola O O O O O
KMS O O O O O
L'anza O O O O O
Liters O O O O O
L'Oreal Professionnel O O O O O
Love Peace and the Planet. O O O O O
Macadamia Natural Oil O O O O O
Marrakesh O O O O O
Matrix O O O O O
Matrix Amplify O O O O O
Matrix Biolage O O O O O
Matrix Color Smart O O O O O
Matrix Curl Life O O O O O
Matrix Logics O O O O O
Matrix Men O O O O O
Matrix Shade Memory O O O O O
Matrix Sleek Look O O O O O
Matrix Total Results O O O O O
Matrix Vavoom O O O O O
Mens Hair Care O O O O O
Milania O O O O O
MOP O O O O O
Nioxin O O O O O
Not Your Mother's O O O O O
Orofluido O O O O O
Paul Mitchell O O O O O
Paul Mitchell for Men O O O O O
Confirm Suspicious Findings
19
No research method is perfect nor 100% reliable. When suspicious findings result, confirm them with a multi-mode strategy.
http://www.joehallock.com/edu/COM498/preferences.html
Qualitative Collage Exercises
20
People share not only words online, but personal photos and images.
