social listening & social analytics for insight professionals

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Social Media Listening for

Market Research

This document contains proprietary/confidential company information. All unauthorized distribution prohibited. Any unauthorized recipient please immediately notify DigitalMR by Email at [email protected]

April 2015

Tweet to @DigitalMR_CEO

©2015 DigitalMR® All Rights Reserved

Is web listening appropriate for MR?

Opportunities and challenges

A web listening case study

Listening is much closer to traditional MR than you think


Agenda


MR Questions that SML Can Answer for You

Is there an industry pain that I can discover and address first?

What is the share of voice of my brand benchmarked with my competitors?

On which social media sites should I be spending my marketing budget?

How do messages “travel” on the web?

How successful is my digital campaign? Reach, Likeability, Purchase intent?

What question am I not asking?

Which are the hot topics for consumers in my product category?

Which are the most important image attributes for my category?

Find out what questions to ask in your communications tracker, next focus group project or your next ad-hoc online survey.


When is Web Listening Appropriate for MR?

Feature Web Listening for MR Social Media Monitoring Tools

Sentiment Accuracy >85% <60%

Languages ALL Usually one

Noise Significantly reduced 80%-90%

Discussion Topics Topics, Sub-Topics, Attributes

Search Terms

Insights Main focus Not available

Integration With existing trackers, online communities, Client Social Media

Assets, CRM**, ERP***, Google Analytics

Two integrate with their own CRM

Notes:

- **CRM= Customer relationship management software - ***ERP=Enterprise resource planning software


Opportunities &

Challenges


Sources of Online Posts


There is a Lot of Noise Period : Feb 28 – May 23

Entering just the name of the campaign as a search term in a monitoring tool delivered 22,500 posts. Three iterations later we discovered that the real number of posts about the

specific campaign was only 177.

22,448 Posts 3,558 Posts 204 Posts 177 Posts

Campaign name and brand

‘Brand + ad’ ‘Brand + advert’

‘Brand ad’ ‘Brand + commercial’ 'Brand + your friend'

‘Brand + test’ Deduplication Final Number


Machine Learning: An Artificial Intelligence Discipline

>80% Sentiment Accuracy in any language

Unique product category taxonomies for analysis by themes/topics, sub-topics and attributes


Curation

"Left my pearson book at home, I'm screwed"

Value Percent

Positive 43%

Neutral 36%

Negative 21%


Is the sample representative?


Case Study


It’s Not Just About Those Who Proactively Post

7% 22%

71%

Positive

Negative

Neutral

51%

22%

27% Positive

Negative

Neutral

WEEK BEFORE THE SUPERBOWL (139,997 posts on Coca Cola)

WEEK AFTER (376,382 posts)


Am I The only one offended by that coke commercial. How can you mix America the Beautiful with Muslim SHIT! FUCK THAT

I'm sick of having diversity and the gay agenda being shoved down my throat. I went to the Coca-Cola FB page and told them so. Will you follow too? Just view the video ad (below) and see a commercial in at least 8 different languages + a kid with "two Dads." Enough is quite enough. No more Coke, or Coke products for me - EVER.

This totally sucked. I get the diversity and we are the "melting pot " but this is an American song and therefore should be sung in ENGLISH. .Coke I am very appalled by this

Some of the Posts after the Ad was Aired


Hey, you bigoted assholes who are boycotting Coca Cola over the bilingual Super Bowl commercial - the song they're singing in the ad is "America The Beautiful", NOT the national anthem. So not only are you bigoted assholes, but you fail at Patriotism 101.

The Reaction to the Reaction


0% 20% 40% 60% 80% 100%

Blogs

Facebook

Twitter

Video

Boards

18%

16%

24%

29%

9%

59%

35%

22%

14%

28%

5%

30%

23%

14%

35%

18%

19%

32%

43%

28%

Positive Direct

Positive (neg-neg)

Negative

Neutral

New Ways to Think of Sentiment

Coke Superbowl Ad Sentiment by Source


Listening is Much Closer to Traditional MR than you Think


Base = Male: 2,948; Female: 2,997 – H1 Topics are ranked based on the total number of posts in 12 months

pos neg neu mix

8% 59% 31%

2%

7% 56% 35%

2%

17% 16% 67% 1%

8% 50% 41% 1%

27% 31% 39%

3%

41% 37% 22% 1%

15% 8% 74% 2%

14% 27% 57% 2%

17% 51% 31%

1%

Male

2948

2997

27029

Male

Female

Unknown

Gender distribution of posts

0 1000

New to category

Media

General

Emotional issues

Product Maintenance

Product type

Lifestyle

Product

Problems & Concerns

141 195

151 158

231 132

367 215

321 277

592 444

642 514

724 400

969 684

Number of posts for H1 topics

Male Female

Post Topics and Sentiment by Gender

26% 23% 47% 5%

18% 36% 39%

7%

17% 45% 33%

6%

25% 45% 25% 6%

20% 27% 47% 6%

12% 49% 32%

7%

23% 43%

26% 8%

30% 36% 22% 11%

18% 49%

26% 6%

Female

pos neg neu mix

Positive Sentiment Negative Sentiment Neutral Sentiment Mixed Sentiment


Integration of Web Listening with Asking Qs 1. Brands that are tracked in a consumer tracker (and more if necessary) can be included

in web listening

2. Social media usage & attitude questions can be included in surveys

3. All topics that are included in the survey questionnaires can be included in the respective taxonomies for web listening as topics, sup-topics and attributes

4. Mentions of TV and Press advertising can be harvested from the web and perceptions can be compared with those expressed in the surveys

5. Overall awareness from surveys can be compared with “possible reach”* from web listening (possible reach = number of posts X number of followers/readers)

6. Likeability from surveys can be compared with sentiment from web listening

7. Purchase intent and loyalty from surveys and listening can be compared e.g. Net Promoter Score can be compared to Net Sentiment Score

8. Discover relevant image attributes from the web (the biggest focus group in the world) to include in surveys

9. A virtuous circle of listening, probing on the discoveries through the surveys, adjusting the web listening query


listening247 & communities247 1+1=3

1. Member recruitment for online communities 2. Listen-probe-listen-probe 3. Amplified customer advocacy

Contact: Michalis A. Michael

[email protected]

@DigitalMR_CEO

Use web listening to understand how people feel and think through their online posts

mailto:[email protected]



http://www.twitter.com/digitalmr

social listening & social analytics for insight professionals

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