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DirectionFirst
DirectionFirst

The document discusses the potential for using social media and text analytics to gain insights from online conversations. It provides examples of how different types of social media listening and analysis can be used to track topics, measure sentiment, analyze influencers and locations. Challenges discussed include setting up analytics software, interpreting new online languages, and managing large data sets. The document suggests that while formal research studies currently make up 20% of insights, more information is available through online listening which may shift the balance in the future.

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Insightful research form social media, fact or fiction?
Erica van Lieven Erica is a forward thinker who enjoys embracing change and never hesitates to incorporate technology in her business to improve quality of work and elicit better insights. She is not just an observer of social media but a proactive experimenter, who likes to discover practical ways to add commercial value to clients utilizing this technology. Erica is Managing Director of Direction First which she started in 1997
Jess Whittaker BuzzNumbers is Australias leading provider of Social Media Intelligence and Monitoring. Jess Whittaker is the lead Product Evangelist for BuzzNumbers and works alongside clients in their initial stages of understanding their online/ social media landscape and how to make the first steps in the listening and analysis process.
My goal is to simplify complexity. I just want to build stuff that really simplifies our base human interaction Jack Dorsey being interviewed by Charlie Rose in January 2011
InformatIon wants to be free Stewart Brand 1984...
Responding to the change Id like to do away with with Social media isnt only replacing some counting impressions in marketing in survey research but also making it favour of counting expressions from harder to do by changing consumer consumers about brands. behaviour and expectations. Researcher partners are expected to Market research should changeit deliver game-changing insights. need s to be methodology agnostic. Joe Tripidi, exec VP-chief marketing and commercial officer of Coca-cola Joan Lewis, global consumer and market knowledge officer of P & G @ Co. @ the Association of National Advertisers conference Advertising Research Foundation
Qualitative Researchers VS Text Analytics Software Only requirement is text Difficult to set-up Granular information accessible Fluid, intuition and Frequency-driven, pattern experience-driven learning Higher weight to emotions Emotions difficult to weight Less reliable, transparent Use Data visualization
The outcome... 4 findings would be the same using either approach findings would have been similar using software-driven approach alone finding would have been missed using the software-driven approach alone Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
Benefits of software driven analysis Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
DigiViduals John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
DigiViduals continued John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
Disruptive platforms change the rules of the game, listening becomes the new asking...
We should be able to measure not just the online sentiment towards a brand but also specific aspects of your brand, like Sourced from Conversition Strategies
but are we really listening? July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions
So what does listening look like
Measuring Analyzing Tracking Extracting
Firstly you must identify what TYPES of conversations you want to listen to?
Brand/Organization Competitor Information Individual Product/Services Broader Industry mentions Mentions of Key Stakeholders e.g. CEO/Government Ministers Topical Issues e.g. Climate Change Current Affairs e.g. Elections Natural Disasters e.g. QLD Floods
Secondlyyou must define the desired objectives of the research/insights
Overtime Topical volume analysis analysis Sentiment Location analysis analysis Source Influence analysis analysis
Sentiment Grading: Manually assign sentiments and grade them by clicking on the plus(positive), circle(neutral), Mentions: minus(negative) or trash can See the individual mentions symbol (delete). that relate to your keywords with a brief extract of the conversation. Topics: Investigate themes customized to your research, brand or competitors.
Location Analysis
Reporting I
Reporting II
Reporting III
With social media we become genderless.. Social media and the end of gender , Joanna Blakley @ TED, Dec,2010
Direction First conducted research to investigate whether research had a place on social networking sites
Privacy is the most important aspect to social networking site usersincluding the younger users Thinking about social networking sites which aspect is most important to you? 18-34 35-55 56+ Privacy 50% 46% 45% 4% 16% 21% 23% 5% Ease of use 6% Interacting with people 17% 20% 18% who have similar interests 47% 18% Convenience 9% 4% 4% Informatin gathering 2% 6% 6% Expressing my opinion 6% 3% 3% 20% Obtaining advice % 1% % *No differences between gender Indicates a significant difference at 95% confidence S20: Thinking about social networking sites, which aspects are the most important to you? Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)
Sorry, PSN users, your information has been stolen.
You know how everything has seemed free for the past few years? It wasn't. It's just that no one told you that instead of using money, you were paying with your personal information. Joel Stein Thursday, Mar. 10, 2011 Data Mining: How Companies Now Know Everything About You, TIME. Read more: http://ti.me/kKxNLt
Very large data sets Observation without asking questions Location based answers Real time Research by interest groups Privacy controls Managing the data set size Manuel versus programmed text analysis Low interest brands not as frequently mentioned Researchers to interpret the new online language - #, @, luv, gr8t, tght Privacy controls
Where to next 20% 80% Formal research study Information available online
Reference Social networks surge in Australia - http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of_Every_5_Minutes_Spent_Online_in_Australia?utm_so urce=feedburner&utm_medium=feed&utm_campaign=Feed%3A+comscore+%28comScore%2C+Inc.%29 The Man Your Man Could Smell Like http://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf John Kearon DigiVisuals≒ http://www.brainjuicer.com/xtra/digividuals/ Tsunami in Japan http://mashable.com/2011/03/11/japan-tsunami/ 2011 Egypt Riots - http://bit.ly/hzUOe8 2011 Chris Church Earthquake - http://bit.ly/g0Bmnu Joanna Blakey TED talks Social Media and the end of gender December 2010 Microsoft Digital Advertising Solutions Bring the love back July 2007 Theo Downes Can Software-Driven QDA Replace the Seasoned Researcher? New virtual MR Festival March 2011 SSI Webinar Taming the social Networking Giant Jan 2011 Jack Dorsey My goal is to simplify complexity Jan 2011

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Cnw preso v7 no video no animation slide share

  • 1. Insightful research form social media, fact or fiction?
  • 2. Erica van Lieven Erica is a forward thinker who enjoys embracing change and never hesitates to incorporate technology in her business to improve quality of work and elicit better insights. She is not just an observer of social media but a proactive experimenter, who likes to discover practical ways to add commercial value to clients utilizing this technology. Erica is Managing Director of Direction First which she started in 1997
  • 3. Jess Whittaker BuzzNumbers is Australias leading provider of Social Media Intelligence and Monitoring. Jess Whittaker is the lead Product Evangelist for BuzzNumbers and works alongside clients in their initial stages of understanding their online/ social media landscape and how to make the first steps in the listening and analysis process.
  • 4. My goal is to simplify complexity. I just want to build stuff that really simplifies our base human interaction Jack Dorsey being interviewed by Charlie Rose in January 2011
  • 5. InformatIon wants to be free Stewart Brand 1984...
  • 6. Responding to the change Id like to do away with with Social media isnt only replacing some counting impressions in marketing in survey research but also making it favour of counting expressions from harder to do by changing consumer consumers about brands. behaviour and expectations. Researcher partners are expected to Market research should changeit deliver game-changing insights. need s to be methodology agnostic. Joe Tripidi, exec VP-chief marketing and commercial officer of Coca-cola Joan Lewis, global consumer and market knowledge officer of P & G @ Co. @ the Association of National Advertisers conference Advertising Research Foundation
  • 7. Qualitative Researchers VS Text Analytics Software Only requirement is text Difficult to set-up Granular information accessible Fluid, intuition and Frequency-driven, pattern experience-driven learning Higher weight to emotions Emotions difficult to weight Less reliable, transparent Use Data visualization
  • 8. The outcome... 4 findings would be the same using either approach findings would have been similar using software-driven approach alone finding would have been missed using the software-driven approach alone Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
  • 9. Benefits of software driven analysis Can Software-Driven QDA Replace the Seasoned Researcher? -- Theo Downes-Le Guin of Market Strategies @ New virtual MR Festival March 2011
  • 10. DigiViduals John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
  • 11. DigiViduals continued John Kearon, BrainJuicer, DigiVisualsTM http://www.brainjuicer.com/xtra/digividuals
  • 12. Disruptive platforms change the rules of the game, listening becomes the new asking...
  • 13. We should be able to measure not just the online sentiment towards a brand but also specific aspects of your brand, like Sourced from Conversition Strategies
  • 14. but are we really listening? July 2007, Bring the love back, created by Microsoft Digital Advertising Solutions
  • 16. Measuring Analyzing Tracking Extracting
  • 17. Firstly you must identify what TYPES of conversations you want to listen to?
  • 18. Brand/Organization Competitor Information Individual Product/Services Broader Industry mentions Mentions of Key Stakeholders e.g. CEO/Government Ministers Topical Issues e.g. Climate Change Current Affairs e.g. Elections Natural Disasters e.g. QLD Floods
  • 20. Overtime Topical volume analysis analysis Sentiment Location analysis analysis Source Influence analysis analysis
  • 21. Sentiment Grading: Manually assign sentiments and grade them by clicking on the plus(positive), circle(neutral), Mentions: minus(negative) or trash can See the individual mentions symbol (delete). that relate to your keywords with a brief extract of the conversation. Topics: Investigate themes customized to your research, brand or competitors.
  • 26. With social media we become genderless.. Social media and the end of gender , Joanna Blakley @ TED, Dec,2010
  • 27. Direction First conducted research to investigate whether research had a place on social networking sites
  • 28. Privacy is the most important aspect to social networking site usersincluding the younger users Thinking about social networking sites which aspect is most important to you? 18-34 35-55 56+ Privacy 50% 46% 45% 4% 16% 21% 23% 5% Ease of use 6% Interacting with people 17% 20% 18% who have similar interests 47% 18% Convenience 9% 4% 4% Informatin gathering 2% 6% 6% Expressing my opinion 6% 3% 3% 20% Obtaining advice % 1% % *No differences between gender Indicates a significant difference at 95% confidence S20: Thinking about social networking sites, which aspects are the most important to you? Base: Total 1439, Ages 18-34 (418), Ages 35-54 (691), Ages 55+ (333)
  • 29. Sorry, PSN users, your information has been stolen.
  • 30. You know how everything has seemed free for the past few years? It wasn't. It's just that no one told you that instead of using money, you were paying with your personal information. Joel Stein Thursday, Mar. 10, 2011 Data Mining: How Companies Now Know Everything About You, TIME. Read more: http://ti.me/kKxNLt
  • 31. Very large data sets Observation without asking questions Location based answers Real time Research by interest groups Privacy controls Managing the data set size Manuel versus programmed text analysis Low interest brands not as frequently mentioned Researchers to interpret the new online language - #, @, luv, gr8t, tght Privacy controls
  • 32. Where to next 20% 80% Formal research study Information available online
  • 33. Reference Social networks surge in Australia - http://www.warc.com/LatestNews/News/EmailNews.news?ID=27919&Origin=WARCNewsEmail Social Networking Accounts for 1 of Every 5 Minutes Spent Online in Australia http://www.comscore.com/Press_Events/Press_Releases/2011/2/Social_Networking_Accounts_for_1_of_Every_5_Minutes_Spent_Online_in_Australia?utm_so urce=feedburner&utm_medium=feed&utm_campaign=Feed%3A+comscore+%28comScore%2C+Inc.%29 The Man Your Man Could Smell Like http://www.webecologyproject.org/wp-content/uploads/2001/09/WEP-oldspice.pdf John Kearon DigiVisuals≒ http://www.brainjuicer.com/xtra/digividuals/ Tsunami in Japan http://mashable.com/2011/03/11/japan-tsunami/ 2011 Egypt Riots - http://bit.ly/hzUOe8 2011 Chris Church Earthquake - http://bit.ly/g0Bmnu Joanna Blakey TED talks Social Media and the end of gender December 2010 Microsoft Digital Advertising Solutions Bring the love back July 2007 Theo Downes Can Software-Driven QDA Replace the Seasoned Researcher? New virtual MR Festival March 2011 SSI Webinar Taming the social Networking Giant Jan 2011 Jack Dorsey My goal is to simplify complexity Jan 2011