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.

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 Australia‟s 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…
“I‟d like to do away with with “Social media isn‟t 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 change…it
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

15. So what
does
listening
look like

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

19. Secondly…you
must define the
desired
objectives of the
research/insights

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.

22. Location Analysis

23. Reporting I

24. Reporting II

25. Reporting III

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 users…including 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