social media research: the shift from metrics to audience insight

www.commetric.com

www.commetric.com

S Speakers

Stefan Schafer

Director

Incite

Sarah Curnow

Director of Insight

Commetric

www.commetric.com

MORE THAN MEASURING AND MONITORING

• Explosion in data availability

• A challenge to achieve actionable

insights

• Social media tools focus on monitoring

and measurement

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MORE THAN MEASURING AND MONITORING

• Likes, reshares, retweets – so-called

‘vanity metrics’ = lack insight

• Focus on quantity neglects quality

• Rich audience and subject insight

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ABOUT COMMETRIC

• Media intelligence and analytics company

• 10+ years of expertise

• Meaning from unstructured text

• Working in 30+ languages to deliver customised services

• Multi-award winning

6 Incite / Social Media Research

Incite

An introduction

We unlock opportunity

Incite is a strategic research consultancy. We unearth and interpret insights about your brand and your business that help you think more clearly, plan more effectively, and create real, lasting change.

“They take complex analysis and synthesise, communicate and commercialise it in a simple and actionable way.”

― Insight Director, Capital One

Offices in five cities and a network of trusted partners around the world.

Segmentation

At face value

Social media metrics cover very few of the challenges facing our clients.

Concept development

Market understanding Customer journey

Portfolio architecture Creative development Pricing and

positioning

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Innovation strategy

Incite / Social Media Research


Our process

It starts with these business challenges.

Interrogate

Question the question.

Invent

Design the journey.

Integrate

Build the answer.

Influence

Get to the point.

Incite

Inspire the right decisions.

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But we have to be selective when it comes to our data sources.

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We can map tools on two axes.

Out of context In context

Active

Passive


Traditional market research techniques are very good at certain things.


Active

Passive

Quant surveys

Focus groups

Individual depth interviews


Active

Passive


The current- generation of tools add capability in the top right hand corner of the map.

Online forums

Virtual shelf

Mobile quant

Mobile qual

Mobile ethnography

Quant surveys

Focus groups



Active

Passive


The most recent

tools

Focus heavily on passive data.

Many can flex between in- and out-of-context.

Online forums

Virtual shelf

Mobile quant

Mobile qual

Mobile ethnography

Social media mining

Click stream

Cookie Tagging

Quant surveys

In-app quant

Searchable video

Health data

Text processing engines

Mass ethnography

Focus groups



We can map marketing tasks against our axes too but it’s an inexact science.


Active

Passive

Medium-term strategy

Demand landscapes

Market understanding

‘Big bets’

Executional detail

Shopper

NPD

Packaging

Long-term planning

Scenario modelling and trends ‘Lots of little bets’

Short term monitoring

Media buying

Public relations

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CASE STUDIES

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CAMPAIGN TRACKING

SENTIMENT ANALYSIS

DEMOGRAPHIC SEGMENTATION

MEASUREMENT+

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CREATIVE DEVELOPMENT

OBJECTIVE

• Brand attributes of luxury brands

• China, UK, Japan and U.S.

• Support traditional market

research

INSIGHT

• Japan: customisation preference

• Americans: Burberry a British emblem of class, in the UK it was considered ‘basic’

• Unpick the slang – ‘basic’

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DEVELOP COMMS STRATEGY: IDENTIFY INFLUENCERS

OBJECTIVE

• Who are the influential groups or

individuals?

• How important is original

content?

• Where should effort be targeted?

INSIGHT

• Influence traditional media to influence Twitter

• Manage influential celebrities and participants (racers)

• Fanbase will follow

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POSITIONING DEVELOPMENT: B2B THOUGHT LEADERSHIP

OBJECTIVE

• How much is brand associated with

entrepreneurship?

• Who (else) ‘owns’ the topic?

• Is there any whitespace?

INSIGHT

• Needed to live the values they were sponsoring

• Initiatives and partnerships important

• Culture of celebrity – promote own experts

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PORTFOLIO STRATEGY: THE RIGHT PRODUCTS FOR THE RIGHT PEOPLE

Sports drinks are used by diabetics to boost energy levels

Women in labour use energy or sports drinks to get them through

OBJECTIVE

• The impact that Olympics

coverage was having on the

brand

• Impact of negative press on the

brand

INSIGHT

• Very low mentions of teeth

• Forums for athletes, runners, cyclists

• Also pregnant women and those with diabetes

Sports drinks can be bad for your teeth due to high acid content

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PORTFOLIO STRATEGY: THE RIGHT PRODUCTS FOR THE RIGHT PEOPLE

OBJECTIVE

• The impact that Olympics

coverage was having on the

brand

• Impact of negative press on the

brand

INSIGHT

• Coconut water opportunity

• Product discount codes often shared

RT: “Coconut water could be an excellent natural sports drink, a new study suggests…”

“Is Coconut Water The Ultimate #Sports Drink? http://t.co/zAzyrxr6 #recovery”

Incite / Social Media Research 22

Our approach to using this data is grounded in three principles.


1 /

We apply our 5 step consulting process to understand and properly frame the core business questions before doing anything else.

Interrogate


Invent

Design the journey.

Integrate

Build the answer.

Influence

Get to the point.

Incite


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Interrogate

Case study

The brief

Our client, a train company, wanted to increase passenger journeys by optimising the in-train experience.

Our Interrogate challenge

The business gains they were targeting required a broader approach that addressed much deeper behavioural challenges.

Opportunity unlocked

We identified barriers around planning, price perceptions and non-train journey elements that were key to unlocking growth.

Interrogate

Case study

The brief

Our client, a major pharma company, needed to understand the competitor landscape before it could frame its market strategy and its learning plan for the year.

Our Interrogate challenge

Given the client wasn’t even in a position to write a brief yet, how could we help them boot-strap into a position where they knew what they needed to know?


We ran workshops using social media data and comments as the foundation for hypothesising a series of strategic options. These formed the brands’ plans for the rest of the year.



2 /

We work with specialists

Interrogate


Invent

Design the journey.

Integrate

Build the answer.

Influence

Get to the point.

Incite


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Invent

Case study

The brief

We wanted to understand how to drive growth for brands in the casual dining space.

Our Invent challenge

We knew a large scale survey was going to be part of the solution. We also knew this would miss things.


Traditional survey measures proved powerful for understanding brands, but social media analytics showed the importance of customer experience.

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3 /

And we integrate and synthesise multiple data sources.

Interrogate


Invent

Design the journey.

Integrate

Build the answer.

Influence

Get to the point.

Incite


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Integrate

Case study

The brief

How to drive sales conversion for a smartphone manufacturer.

Our Integrate challenge

A wide range of data sources that needed to be reconciled – everything from sales data to online discussion forums.


We gave the brand a tool to plan a data-driven conversion strategy.

By building a single statistical model we could prioritise barriers and drill down into social data for the specifics.


Advantages of social

media as a data source

Truly passive

Honesty and transparency

Unprompted and spontaneous

A route to trends or inspiration for new ideas




The ability to flex in and out of context

Immediate insights and in-context historical analysis

No need for data transcription as required in qualitative market research




Massive scale combined with flexibility

An enormous sample, from different geographical areas

Inflight changes possible, enabling researcher to pivot mid-study

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LIMITATIONS

www.commetric.com Source: Digital in 2016 report, We are social

LIMITED TO THE OPINIONS OF THOSE USING SOCIAL MEDIA

www.commetric.com 35 Source: Digital in 2016 report, We are social

WHERE ARE YOUR TARGET MARKETS?

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SAMPLES MAY BE BIASED TOWARDS THOSE ALREADY INTERESTED IN THE ISSUE

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SAMPLE LIMITED TO PUBLICLY AVAILABLE DATA

(source @skilled_co)

https://twitter.com/skilled_co

https://twitter.com/skilled_co

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IMMEDIATE RESPONSES WITH LITTLE PARALINGUISTIC PHENOMENA

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IN CONCLUSION

1. Make sure you know what question you are trying to answer

2. Use social media analytics for its strengths, while being aware of its limitations

3. Consider combining multiple data sources to arrive at a fuller picture

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Questions?

#MoreWithAnalytics

Stefan Schafer

@incitemktg

[email protected]

Sarah Curnow

@commetric

[email protected]

social media research: the shift from metrics to audience insight

Business