SlideShare ist ein Scribd-Unternehmen logo
1 von 34
Downloaden Sie, um offline zu lesen
Social Listening &
Research
May 10, 2013
Gibson Patterson
Social Media Strategist at Razorfish
@gibsonpatt
The three aspects of listening
MonitoringMining Measuring
Social Listening informs Social Activations
Source: January 14, 2012 http://susanetlinger.wordpress.com/2012/01/14/defining-social-media-listening-vs-measurement/
But you need a tool to do Social Listening
efficiently…
Some of the key vendors
While these tools are user-friendly, you need
to speak their language…
Definition of Boolean Logic
These terms include (but are definitely not
limited to):
AND – apple AND pie will retrieve all posts containing both words
OR – apple OR pie will retrieve all posts containing either word
NOT – apple NOT pie will retrieve all posts containing the word apple unless
they also include the word pie
“exact phrase”- “apple pie” will pull back all posts talking about apple pie but
not posts discussing apples and pies separately in the same post.
Wildcards - air* would yield airport, airline, airfare
Compound Searches - pie AND (apple OR peach OR cherry) the search will
capture all posts that mention the word pie and at least one of the three words
Proximity – “apple pie”~5 will capture all posts that have both terms within five
words of each other
Source: Visible Intelligence
And it takes practice.
What kind of info can you expect from social
listening?
Current pop culture makes a fun case study…
Trending
Trending
Share of Voice/Volume
Word Clouds
But wait…there was something much more
important that happened that week…
Trending
Trending - Comparison
Share of Voice/Volume
Media Types
Sentiment?
Natural Language Processing
Source: Netbase
Natural Language Processing
I know Listerine kills germs because it hurts.
Text Analytics
I know Listerine kills germs because it hurts.
Keyword Search
I know Listerine kills germs because it hurts.
(brand) (positive benefit) (reason)
(negative words) (negative word)(brand)
(keyword) (keyword) (keyword) (keyword) (keyword) (keyword)
Be sure to always…
Put the project in writing. Having the brands
and categories you are supposed to be
analyzing upfront will save time and stress later
Plan ahead. Social listening is often more
time consuming than you think
Clean the data. Do not accept your first pass at
building queries or the data they pull. Be
prepared to conduct constant updates
Own your insights. Ideally you will be the one
presenting this information and you have to
feel comfortable enough with it to defend
your conclusions, usually off the top of your
head
Conduct manual research. Social listening
tools are far from perfect or even precise.
While they may offer up the initial data, it is
best to supplement with other relevant info
Provide concise conclusions. Always focus on
the key takeaways and actionable information
for your client, since this often the most valuable
part of social research.
Determine trends. Knowing the latest about a
brand and/or category will help you provide
the most useful conclusions and demonstrate
that you are a subject matter expert
Questions?

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (7)

Analyzing your market: How Big Data plus Social Equals Better Engagement
Analyzing your market: How Big Data plus Social Equals Better EngagementAnalyzing your market: How Big Data plus Social Equals Better Engagement
Analyzing your market: How Big Data plus Social Equals Better Engagement
 
Business is Social
Business is SocialBusiness is Social
Business is Social
 
Dave Kissel - Zocalo Group
Dave Kissel - Zocalo GroupDave Kissel - Zocalo Group
Dave Kissel - Zocalo Group
 
Big Data
Big DataBig Data
Big Data
 
Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and D...
Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and D...Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and D...
Highly Recommended: Harnessing WOM and Social Media to Build Your Brand and D...
 
(Thesis) A DESCRIPTIVE STUDY ON THE PROBLEMS OF TEACHING LISTENING ON THE SEV...
(Thesis) A DESCRIPTIVE STUDY ON THE PROBLEMS OF TEACHING LISTENING ON THE SEV...(Thesis) A DESCRIPTIVE STUDY ON THE PROBLEMS OF TEACHING LISTENING ON THE SEV...
(Thesis) A DESCRIPTIVE STUDY ON THE PROBLEMS OF TEACHING LISTENING ON THE SEV...
 
Exercise and Scleroderma
Exercise and SclerodermaExercise and Scleroderma
Exercise and Scleroderma
 

Ähnlich wie Social Listening and Research

The Research Process for the Informative Speech . .docx
The Research Process for the Informative Speech               .   .docxThe Research Process for the Informative Speech               .   .docx
The Research Process for the Informative Speech . .docx
kathleen23456789
 
CDEV 103 Child Growth and Development .docx
CDEV 103 Child Growth and Development        .docxCDEV 103 Child Growth and Development        .docx
CDEV 103 Child Growth and Development .docx
tarifarmarie
 
Week 10 data collection and analysis
Week 10 data collection and analysisWeek 10 data collection and analysis
Week 10 data collection and analysis
lisyaseloni
 
Week 11 english 145
Week 11 english 145 Week 11 english 145
Week 11 english 145
lisyaseloni
 
The Research Process for the Informative Speech.1. GENERAL PUR.docx
The Research Process for the Informative Speech.1. GENERAL PUR.docxThe Research Process for the Informative Speech.1. GENERAL PUR.docx
The Research Process for the Informative Speech.1. GENERAL PUR.docx
oreo10
 
Week 12 english 145
Week 12 english 145Week 12 english 145
Week 12 english 145
lisyaseloni
 
Hemrick 9.4.2 powerpoint presentation improved for wimba session
Hemrick 9.4.2 powerpoint presentation improved for wimba sessionHemrick 9.4.2 powerpoint presentation improved for wimba session
Hemrick 9.4.2 powerpoint presentation improved for wimba session
brendadrye
 

Ähnlich wie Social Listening and Research (20)

Research Methods
Research MethodsResearch Methods
Research Methods
 
Effective Searching: Part 2 - Broaden your search (Generic Web)
Effective Searching: Part 2 - Broaden your search (Generic Web)Effective Searching: Part 2 - Broaden your search (Generic Web)
Effective Searching: Part 2 - Broaden your search (Generic Web)
 
The Research Process for the Informative Speech . .docx
The Research Process for the Informative Speech               .   .docxThe Research Process for the Informative Speech               .   .docx
The Research Process for the Informative Speech . .docx
 
Glide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-HolderGlide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-Holder
 
Search Sentences
Search SentencesSearch Sentences
Search Sentences
 
Focusing your LOI
Focusing your LOIFocusing your LOI
Focusing your LOI
 
Google Advanced and More
Google Advanced and MoreGoogle Advanced and More
Google Advanced and More
 
The 8-Fold Path to Web Searching Power
The 8-Fold Path to Web Searching PowerThe 8-Fold Path to Web Searching Power
The 8-Fold Path to Web Searching Power
 
Research Strategies & Your Inquiry
Research Strategies & Your InquiryResearch Strategies & Your Inquiry
Research Strategies & Your Inquiry
 
Online search and research skills etech.pptx
Online search and research skills etech.pptxOnline search and research skills etech.pptx
Online search and research skills etech.pptx
 
CDEV 103 Child Growth and Development .docx
CDEV 103 Child Growth and Development        .docxCDEV 103 Child Growth and Development        .docx
CDEV 103 Child Growth and Development .docx
 
Week 10 data collection and analysis
Week 10 data collection and analysisWeek 10 data collection and analysis
Week 10 data collection and analysis
 
Handout for "Getting the message across" a presentation by Thomas Zangerle/Wo...
Handout for "Getting the message across" a presentation by Thomas Zangerle/Wo...Handout for "Getting the message across" a presentation by Thomas Zangerle/Wo...
Handout for "Getting the message across" a presentation by Thomas Zangerle/Wo...
 
Week 11 english 145
Week 11 english 145 Week 11 english 145
Week 11 english 145
 
The Research Process for the Informative Speech.1. GENERAL PUR.docx
The Research Process for the Informative Speech.1. GENERAL PUR.docxThe Research Process for the Informative Speech.1. GENERAL PUR.docx
The Research Process for the Informative Speech.1. GENERAL PUR.docx
 
Intro to ppis and bioinformatics berlin 2012
Intro to ppis and bioinformatics berlin 2012Intro to ppis and bioinformatics berlin 2012
Intro to ppis and bioinformatics berlin 2012
 
Week 12 english 145
Week 12 english 145Week 12 english 145
Week 12 english 145
 
Data Driven Learning - using WordSift
Data Driven Learning - using WordSiftData Driven Learning - using WordSift
Data Driven Learning - using WordSift
 
Hemrick 9.4.2 powerpoint presentation improved for wimba session
Hemrick 9.4.2 powerpoint presentation improved for wimba sessionHemrick 9.4.2 powerpoint presentation improved for wimba session
Hemrick 9.4.2 powerpoint presentation improved for wimba session
 
Core Vocabulary for AAC Bootcamp ESMA 2014
Core Vocabulary for AAC Bootcamp ESMA 2014Core Vocabulary for AAC Bootcamp ESMA 2014
Core Vocabulary for AAC Bootcamp ESMA 2014
 

Kürzlich hochgeladen

Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
lizamodels9
 
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
lizamodels9
 
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al MizharAl Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
allensay1
 
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
daisycvs
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
daisycvs
 
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
lizamodels9
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
dlhescort
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
Abortion pills in Kuwait Cytotec pills in Kuwait
 

Kürzlich hochgeladen (20)

Organizational Transformation Lead with Culture
Organizational Transformation Lead with CultureOrganizational Transformation Lead with Culture
Organizational Transformation Lead with Culture
 
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 MonthsSEO Case Study: How I Increased SEO Traffic & Ranking by 50-60%  in 6 Months
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
 
Falcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in indiaFalcon Invoice Discounting platform in india
Falcon Invoice Discounting platform in india
 
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
Russian Call Girls In Gurgaon ❤️8448577510 ⊹Best Escorts Service In 24/7 Delh...
 
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
Call Girls From Raj Nagar Extension Ghaziabad❤️8448577510 ⊹Best Escorts Servi...
 
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al MizharAl Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
Al Mizhar Dubai Escorts +971561403006 Escorts Service In Al Mizhar
 
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
Call Girls Zirakpur👧 Book Now📱7837612180 📞👉Call Girl Service In Zirakpur No A...
 
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai KuwaitThe Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
The Abortion pills for sale in Qatar@Doha [+27737758557] []Deira Dubai Kuwait
 
Falcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investorsFalcon Invoice Discounting: The best investment platform in india for investors
Falcon Invoice Discounting: The best investment platform in india for investors
 
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
Quick Doctor In Kuwait +2773`7758`557 Kuwait Doha Qatar Dubai Abu Dhabi Sharj...
 
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort ServiceEluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
Eluru Call Girls Service ☎ ️93326-06886 ❤️‍🔥 Enjoy 24/7 Escort Service
 
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
Russian Call Girls In Rajiv Chowk Gurgaon ❤️8448577510 ⊹Best Escorts Service ...
 
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
Cheap Rate Call Girls In Noida Sector 62 Metro 959961乂3876
 
Phases of Negotiation .pptx
 Phases of Negotiation .pptx Phases of Negotiation .pptx
Phases of Negotiation .pptx
 
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service NoidaCall Girls In Noida 959961⊹3876 Independent Escort Service Noida
Call Girls In Noida 959961⊹3876 Independent Escort Service Noida
 
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdfDr. Admir Softic_ presentation_Green Club_ENG.pdf
Dr. Admir Softic_ presentation_Green Club_ENG.pdf
 
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabiunwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
unwanted pregnancy Kit [+918133066128] Abortion Pills IN Dubai UAE Abudhabi
 
Cracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptxCracking the Cultural Competence Code.pptx
Cracking the Cultural Competence Code.pptx
 
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service AvailableCall Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 98765-12871 Top Class Call Girl Service Available
 
Famous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st CenturyFamous Olympic Siblings from the 21st Century
Famous Olympic Siblings from the 21st Century
 

Social Listening and Research

  • 1. Social Listening & Research May 10, 2013 Gibson Patterson Social Media Strategist at Razorfish @gibsonpatt
  • 2. The three aspects of listening MonitoringMining Measuring
  • 3. Social Listening informs Social Activations Source: January 14, 2012 http://susanetlinger.wordpress.com/2012/01/14/defining-social-media-listening-vs-measurement/
  • 4. But you need a tool to do Social Listening efficiently…
  • 5. Some of the key vendors
  • 6. While these tools are user-friendly, you need to speak their language…
  • 8. These terms include (but are definitely not limited to): AND – apple AND pie will retrieve all posts containing both words OR – apple OR pie will retrieve all posts containing either word NOT – apple NOT pie will retrieve all posts containing the word apple unless they also include the word pie “exact phrase”- “apple pie” will pull back all posts talking about apple pie but not posts discussing apples and pies separately in the same post. Wildcards - air* would yield airport, airline, airfare Compound Searches - pie AND (apple OR peach OR cherry) the search will capture all posts that mention the word pie and at least one of the three words Proximity – “apple pie”~5 will capture all posts that have both terms within five words of each other Source: Visible Intelligence
  • 9. And it takes practice.
  • 10. What kind of info can you expect from social listening?
  • 11. Current pop culture makes a fun case study…
  • 12.
  • 13.
  • 18. But wait…there was something much more important that happened that week…
  • 19.
  • 25. Natural Language Processing Source: Netbase Natural Language Processing I know Listerine kills germs because it hurts. Text Analytics I know Listerine kills germs because it hurts. Keyword Search I know Listerine kills germs because it hurts. (brand) (positive benefit) (reason) (negative words) (negative word)(brand) (keyword) (keyword) (keyword) (keyword) (keyword) (keyword)
  • 26. Be sure to always…
  • 27. Put the project in writing. Having the brands and categories you are supposed to be analyzing upfront will save time and stress later
  • 28. Plan ahead. Social listening is often more time consuming than you think
  • 29. Clean the data. Do not accept your first pass at building queries or the data they pull. Be prepared to conduct constant updates
  • 30. Own your insights. Ideally you will be the one presenting this information and you have to feel comfortable enough with it to defend your conclusions, usually off the top of your head
  • 31. Conduct manual research. Social listening tools are far from perfect or even precise. While they may offer up the initial data, it is best to supplement with other relevant info
  • 32. Provide concise conclusions. Always focus on the key takeaways and actionable information for your client, since this often the most valuable part of social research.
  • 33. Determine trends. Knowing the latest about a brand and/or category will help you provide the most useful conclusions and demonstrate that you are a subject matter expert