Presentation by: Annie Pettit from The 2012 Festival of NewMR Training Day

1. 5 Tips for
Great Social Media Research
By Annie Pettit
Chief Research Officer
@LoveStats @Conversition
Annie Pettit, Conversition, Canada

2. 1 Have a Research Objective
• Traditional Research
– Usage and Attitudes
– Segmentation
– Brand/Ad Tracking
– Custom Research
Annie Pettit, Conversition, Canada

3. Social Media Research Objective
“Lemme see
whuchu got”
NOT an objective
IS a recipe for failure
Annie Pettit, Conversition, Canada

4. Actionable Research Objectives
• Do consumers like the ad we just
launched on television?
• Do consumers like the features of my
product?
• Is Facebook a good place to advertise my
product?
• Should I develop my product in a larger
size?
Annie Pettit, Conversition, Canada

5. 2 Know What Brands Will Work
Annie Pettit, Conversition, Canada

6. Hard for unknown companies to
research their own brand
Revenues>$25 billion
• Berkshire Hathaway
• McKesson
• AmerisourceBergen
• Archer Daniels Midland
• Wellpoint
• INTL FCStone
• Lockheed Martin
• Express Scripts
• Hess
• Ingram Micro
Annie Pettit, Conversition, Canada

7. Hard for untalked about companies to
research their own brand
• Johnson & Johnson I prefer to chat about Neutrogena
• PepsiCo I prefer to chat about Pepsi
• Merck I prefer to chat about Claritin
• Unilever I prefer to chat about Lipton
• Dupont What exactly do they make?
Annie Pettit, Conversition, Canada
7

8. Harder for local/small businesses to
research their own brand
• Annie’s Bakery
• Joe’s Corner Store
• Little Rock Tackle Shop
• Lexington Spa and Nails
• Jacksonville Coffee Stop
• Rockland Best Ice Cream Shoppe
Annie Pettit, Conversition, Canada
8

9. Large consumer facing companies can
measure anything
Annie Pettit, Conversition, Canada

10. What is a large consumer facing
company?
Annie Pettit, Conversition, Canada

11. 3 Remember Research Basics
Annie Pettit, Conversition, Canada

12. Large Sample Sizes
Example 1
50
40
• Men = 49.9% in favour 30
• Women = 50.1% in favour 20
• Sample size = 2 million
10
• p<0.005 (This is statistically
significant) 0
Women Men
Annie Pettit, Conversition, Canada

13. Small Sample Sizes
Example 2
50
40
• Men = 63% in favour 30
• Women = 37% in favour 20
• Sample size = 20
10
• P>0.05 (This is NOT statistically
significant) 0
Women Men
Annie Pettit, Conversition, Canada

14. 4 Be Prepared to Lose Research Basics
Annie Pettit, Conversition, Canada

15. Cannot identify geo/demographics
Male, White, Hispanic, 3
children, Graduate Degree, Owns a
condo, city
Female, White, Not Hispanic, No
children, Graduate Degree, Owns a
home, Country
Annie Pettit, Conversition, Canada

16. 5 Collaborate
Annie Pettit, Conversition, Canada

17. The Mickey Mouse Triad of Excellence
Online Mobile
Surveys Research
Social Media
Listening
Annie Pettit, Conversition, Canada

18. The Mickey Mouse Triad of Excellence
Get instant in store
Get census rep
Online Mobile experience here
here
Surveys Research
Social Media
Listening
Get
unsolicited, unalter
ed consumer voice
here
Annie Pettit, Conversition, Canada

19. The Five Tips
1 Have a research objective
2 Understand which brands can use listening research
3 Don’t forget your research basics
4 Be prepared to lose some research basics
5 Collaboration is your friend
Annie Pettit, Conversition, Canada

20. Annie Pettit
Read Annie’s blog @ http://lovestats.wordpress.com/
Follow Annie’s tweets at @ http://twitter.com/lovestats
Connect with Annie on LinkedIn @ http://ca.linkedin.com/in/anniepettit
Find out about Annie’s book at @ https://lovestats.wordpress.com/book/
Annie Pettit, Conversition, Canada

21. Thank you
Annie Pettit
Conversition
Annie Pettit, Conversition, Canada