Avoid Pitfalls in Social Media Listening
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Presented October 13, 2011 at the annual Qualitative Research Association Conference in Las Vegas. Target Audience: Qualitative market researchers who are new to social-media listening and would like to understand how to effectively begin using social media data to inform traditional research studies. This presentation provides a high-level overview of the landscape of (primarily free) tools researchers can use to get started. Case studies help illustrate what works well and pitfalls to avoid. It includes: --Steps for setting up a basic social media listening campaign --Examples of tools and resources to get started --Issues to avoid to maximize success --Best practices for monitoring and sharing results
Avoid Pitfalls in Social Media Listening
- 1. Copyright 息 2011, Zanthus. All rights reserved. QRCA Annual Conference 2011 How to Unlock the Treasures and Avoid the Pitfalls of Social Media Listening Amanda Durkee, Zanthus
- 2. No such thing as a social media guru Copyright 息 2011, Zanthus. All rights reserved. 1 1. Current state of social media research 2. Case studies 3. Getting started Image source: kozinets.net
- 3. Im here to focus on the listening aspect of social media Copyright 息 2011, Zanthus. All rights reserved. 2Image source: onesocialmedia.com
- 4. Landscape of qualitative research is always changing Copyright 息 2011, Zanthus. All rights reserved. 3 1960 1970 1980 20202010200019901950 Focus group image courtesy: triblocal.com Ethnography image courtesy: carekit.com Online focus group image courtesy: theblueroomonline.com Social Media image courtesy: thesocialmetrics.com iPhone courtesy: yugatech.com
- 5. Conditions are right for smooth sailing on the social media research seas Copyright 息 2011, Zanthus. All rights reserved. 4 Quick-turn and lower cost Ubiquitous Accessible
- 6. but take care to avoid rough waters Copyright 息 2011, Zanthus. All rights reserved. 5 Information volume Rapidly evolving space Investment in expensive tools Ethical considerations Image courtesy: freefoto.com
- 7. Lots of tools!! Who do I listen to? Copyright 息 2011, Zanthus. All rights reserved. 6
- 8. Sentiment analysis = positive, negative Some aspects of listening toolshone in on trends and themes Copyright 息 2011, Zanthus. All rights reserved. 7
- 9. Influencer analysis figure out who to listen to Copyright 息 2011, Zanthus. All rights reserved. 8
- 10. trends and themes of whats being said Copyright 息 2011, Zanthus. All rights reserved. 9 Natural language processing (NLP) = trends and insights
- 11. How Zanthus integrates social media listening with traditional research Copyright 息 2011, Zanthus. All rights reserved. 10 Track trends (explore hypotheses) Fill in knowledge gaps (analysis) Identify themes (design)
- 12. Reliance on free tools, product trials Copyright 息 2011, Zanthus. All rights reserved. 11
- 13. Case study #1: home technology convergence OLBBs Copyright 息 2011, Zanthus. All rights reserved. 12 Study objective: Explore home control user experience Social media used to inform discussion guide Listen to conversations; recruit early tech adopters via Twitter link to screener Image courtesy: ukhomeideas.co.uk
- 14. Case study #1: itracks social media listening tool Copyright 息 2011, Zanthus. All rights reserved. 13 Designed for market research industry: Unlimited search terms Customized search Data download (daily) Support and training
- 15. Case study #1: itracks assessment pros and cons Copyright 息 2011, Zanthus. All rights reserved. 14 What worked well Suggested improvements Search specific brands, products General search topic ineffective Consolidated platform Dashboard is too busy Easy access to original content Mostly from Twitter/140 characters Data export to Excel Data export volume overwhelming Customization Time consuming to correct sentiment analysis, inclusion/exclusion new blogs Influencer prioritization Klout score surfaces many marketers, advertisers
- 16. Case study #2: Netflix price hike (SM listening only) Copyright 息 2011, Zanthus. All rights reserved. 15 Study objective: Explore hypothesis Neflix users will defect Social media used to monitor conversation after announcement through implementation Track discussion about Netflix, Amazon, Hulu Image courtesy: kotaku.com
- 17. Case study #2: Beevolve social media listening tool Copyright 息 2011, Zanthus. All rights reserved. 16 Grouped search terms Dashboard showing sentiment, geography, age, gender Data download (daily) Insights tool under development (TBD)
- 18. Case study #2: Beevolve assessment pros and cons Copyright 息 2011, Zanthus. All rights reserved. 17 What worked well Suggested improvements Search for and compare specific brands, products Drill down on one search term at a time Consolidated platform Dashboard doesnt compare terms Easy access to original content, including demographics, sentiment Data export only Twitter Data export to Excel Cant define time period Visually appealing Lacking depth
- 19. Case study #3: online university satisfaction and needs assessment Copyright 息 2011, Zanthus. All rights reserved. 18 Objective: Understand how public Facebook page is used Facebook audit Supplemented satisfaction study findings
- 20. Case study #3: online university satisfaction and needs assessment Copyright 息 2011, Zanthus. All rights reserved. 19
- 21. Data volume, duplicate info Time investment Manual customization of sources (i.e., blogs) Automated tools like sentiment, influencer analysis not helpful The pitfalls = the present Copyright 息 2011, Zanthus. All rights reserved. 20Image courtesy: staffsurvey.com.au
- 22. Download data from targeted/multiple sources (beyond Twitter!) Accurate sentiment analysis Influencer prioritization Text analytics (NLP) Qualitative recruiting The promise = the future Copyright 息 2011, Zanthus. All rights reserved. 21Image courtesy: anthonydoes.wordpress.com
- 23. Steps for setting up your successful social media listening campaign Copyright 息 2011, Zanthus. All rights reserved. 22 Choose a tool (or tools) that makes sense to you Keep your audience in mind Start with objectives; test a hypothesis Set time limits, but allow enough time Put social media into context Just get started!
- 24. Issues to avoid to maximize success Copyright 息 2011, Zanthus. All rights reserved. 23 Distracted by new tools Overwhelmed by data Sucked into a time vortex Reliant on sentiment, influencer scores Image source: cathystucker.com
- 25. Best practices for listening Copyright 息 2011, Zanthus. All rights reserved. 24 Track searches in a spreadsheet Put related search terms in quotes. e.g, Wal Mart Exclude terms English-only (if possible)
- 26. Best practices for sharing results Copyright 息 2011, Zanthus. All rights reserved. 25 Representative quotes (remove PII) Word clouds Charts, graphs66% 28% 6% Events Weather Books
- 27. Learn from your peers Attend webinars (Netbase, AMA) Join LinkedIn groups (NextGen MR, Social Media Today) Monitor #mrx on Twitter Set up demos, free trials Experiment with saved search terms (Google Alerts, HootSuite) Get inspired! Copyright 息 2011, Zanthus. All rights reserved. 26
- 28. Questions? Copyright 息 2011, Zanthus. All rights reserved. 27 Amanda Durkee Ph: 971.404.0275 ext: 104 adurkee@zanthus.com @adurkee, @zanthusresearch http://www.linkedin.com/in/amandadurkee +Amanda Durkee