Social Media Research

Using online communities and web listening to create a social media research strategy

Our Purpose is to be the leading digital market research

specialist by connecting market research

expertise to state of the art technology.

We are passionate about innovation and in bringing

consumer conversations to organisations, helping

clients understand how they can better serve customer

needs enabling business success through better

insights based on science and data analysis expertise.

©2011 Digital-MR All Rights Reserved

Contents

Social Media Research

Active Web Listening

Private Online Communities

For your company do you have the answers

to these questions:

How does Social Media Research fit into the wider picture?

What makes Social Media Research different from other market research disciplines?

Where to start with Social Media Research & Marketing?

How can Social Media Research be used to amplify existing plans?

How do my marketing objectives impact my choice of media, sample source and data collection method?

©2010 Digital-MR All Rights Reserved

©2011 Digital-MR All Rights Reserved

Where are you on the curve and where do

you want to go?

Source: www.collectiveintellect.com

Active Web Listening Harvesting conversations from the internet and analysing sentiment

Increase engagement that leads to Sales

New product development

Shape and sharpen messaging

Improve existing products

Discover new customers

Invite customers to join online communities

Understand mindsets

Rebrand or reposition

Address public issues

Manage reputation

Provide customer care

Increase loyalty and customer value

7

Business Applications of Web Listening

Levels of Web Listening

Quick reads of Individual

comments, Manual classification,

Alerts

Dashboards, Media

Planning, SEM, PR

Analytics, Actionable business insights

Social Media

Monitoring

Social Media

Research

Search Based

(Buzz)

©2010 Digital-MR All Rights Reserved

Bu

sin

ess V

alu

e

A Drill Down Example from Banking (5 drill-down “avenues”)

Level 2. Brands

within Feature

Level 1.

Feature Ranking

Level 3.

By Source

Brand ranking

Within Customer Care

HSBC

Within Customer Care

By source

Top 8 features

for banking

Level 4. Sentiment

of brand within

feature on specific

source

Level 6.

Individual Post

Level 5. List of

Posts

The Drill Down cont.

All Negative Comments

on Uswitch.com for

HSBC’s Customer Care

The negative post of

Katquin82 On Uswitch

From 27/01/10 read

by 98 people

Sentiment for HSBC’s

Customer Care on

Uswitch.com

©2010 Digital-MR All Rights Reserved

A New Force for Business Insights

Private Online Communities (POCs)

For Co-creation & Advocacy

POC Activities & Engagement Tools (in any language)

100-500 Members in a Community: your extended marketing team for Co-creation

Active Web

Listening

1. Online Chat Groups/

2. IDIs/pairs & triads

3. Bulletin Boards

4. Online Ethnography

5. Online Stimuli

Evaluation

6. Video Clip Evaluation

Polling

1. Online Chat Groups

• [Wed 28 Apr 2010

04:09:04 AM EDT]

P it was in a

business meeting,

just thought he

could qualify and

talked about them.

• [Wed 28 Apr 2010

04:09:07 AM EDT]

C when I was their

client

• [Wed 28 Apr 2010

04:09:33 AM EDT]

A: It happened in

one of our bank

visits at the London

Branch”

Participants (5)

The moderator can be seen and heard The participants type their answers

The questions will also be shown visually

2. Online in-depth Interviews, pairs or triads

• Interview duration 30-60 minutes, all use audio and video

• web cam and computer microphones & speakers or headsets used

• Visuals can be shown, or simply the questions asked

• A whiteboard can be used

Asynchronous technique

Can last 1-2 weeks

Is moderated

Can be Consumer driven

Unbiased associations

Stimuli evaluation

Participants can upload photos

15-25 participants

3. Forum/Bulletin Board Discussion

This approach gives the opportunity to participants to respond when convenient. It also gives them the opportunity to discuss and interact among themselves.

4. Online Ethnography - Video/Photo Diaries

With the help of web-cams or mobile devices Video Diaries are used to collect observational information combined with commentary from the research subjects

It is faster, cheaper and better (less obtrusive) than traditional ethnography

Based on social anthropology techniques, ethnography involves observing participants in their natural settings combining the findings with other data gathering methods

We utilize web technologies to take Ethnography to the next level

Ideal for deep consumer insights and consumer driven product innovation

4. Online Ethnography - Global Trend Hunters

• 5-10 young trendy opinion leaders per country o Early adopter mindset o Visionaries o Creating or Riding trends

• Based in Capital city possibly plus one major city

• Use smartphone or other camera to record video and take photos

• Upload something from their daily lives every week on a custom platform

• Further interaction with online community possible

5. Online Stimuli Evaluation

Community members can highlight areas on images in red for

negative and green for positive and enter comments.

Comment

Box

6. Video Clip Evaluation

Community members can and post comments about specific parts of the video clip .

©2010 Digital-MR All Rights Reserved ©2010 Digital-MR All Rights Reserved

Contact:

Michalis A. Michael mmichael@digital-mr.com

9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370

Stay connected:

http://www.facebook.com/#!/pages/Digital-MR/107509935971573

http://twitter.com/#!/digitalmr

http://www.linkedin.com/company/digitalmr-ltd/

http://www.digital-mr.com/rss/rss-en.xml