Introduction to social media research print version

Speaker: Annie Pettit, Peanut Labs
NewMR Lecture Series 2013 – Introduction to Social Media Research
Introduction to Social Media Research
16 October 2013
Annie Pettit, Peanut Labs
All copyright owned by The Future Place and the presenters of the material
For more information about NewMR events visit http://newmr.org
This webinar was broadcast on 16 October, 2013, as part of the NewMR
Lecture Series. You can access the other lectures, and the materials from
other events via NewMR’s Play Again http://newmr.org/play-again/

An Introduction to
Social Media Research
By Annie Pettit
Chief Research Officer, Peanut Labs
@LoveStats @PeanutLabsMR

MROCs
Surveys
Ethnography
Mobile qualitative
Online focus groups
Social media research
More tools in our toolbox

• Online surveys
• Online focus groups
• Online communities
• Facebook polls
• Sample from social networks
Social media listening research is NOT

• Market research using naturally occurring social media
conversations as the data source
• Distinctive because:
• NOT permission based
• NOT elicited
• Massive potential for individual harm
What is social media listening research?

What is individual harm?
@UserName If my rabbi
finds out I just ate pork,
I’m in huge trouble @UserName I’m doing
crap all at work today
#FreeMoney@UserName If anyone at
school says anything about
me today, I will finally kill
myself @UserName I hate pretending
to be happy. &^%& %#&@
$*@&

• Separate guidelines developed by MRA, ESOMAR, CASRO
• Essence is the same as traditional guidelines
• Respect for privacy
• Be aware of implications re contacting/sharing without permission
• http://www.mra-net.org/rq/documents/MRA_IMRO_SMR16.pdf
• http://www.casro.org/pdfs/1011/Social_Media_Research_Guidelines.pdf
• http://www.esomar.org/uploads/public/knowledge-and-standards/codes-
and-guidelines/ESOMAR_Guideline-on-Social-Media.pdf
Be knowledgeable about ethics guidelines

Create search
Clean Search
Crawl Internet
Variable Cleaning
Content Analysis
Sentiment Scoring
Sample
Weight
Analyze
Results
Social Media Research Method

• All research methods have limitations
• Surveys are difficult to write and may include poorly worded
questions and answers
• Focus groups employ small sample sizes of carefully selected
people whose opinions might not generalize outside the group
• Mobile surveys need to be short and simple
• Social media research also has limitations
Limitations

Cannot identify geo/demographics
Female, White, Not Hispanic, Canadian
Male, White, Not Hispanic, Belgium
Female, White, Not Hispanic, American

• Gazprom
• McKesson
• Sinopec
• AXA
• Paribas
• ThyssenKrupp
• State Grid
• Dexia Group
• Sysco
• Repsol YPF
• BNP
• Fortis
Hard for unknown companies to research
their own brand

• Procter & Gamble
• Dow Chemical
• Pfizer
• Unilever
• Siemens
Hard for untalked about companies to
research their own brand
What exactly do they make?
I prefer to chat about Lipton
I prefer to chat about Neosporin
I prefer to chat about Olay
I prefer NOT to chat about Dow

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

• Burger King
• WalMart
• Fruit Loops
• Pepsi
• Kroger
• Nike
• Microsoft
• Toyota
• iPad
• Pringles
Large consumer facing companies can
measure anything

• People may not be aware of the brand
• People who ARE aware aren’t chatting in social
media
• People may not feel like talking about the brand
• People may not feel like talking about ANY brands
SMR cannot measure incidence nor
awareness

The Good Stuff: Time travel!

The Good Stuff: Daily Tracking
1.00
1.50
2.00
2.50
3.00
3.50
4.00
4.50
5.00
01-Jan-12
03-Jan-12
05-Jan-12
07-Jan-12
09-Jan-12
11-Jan-12
13-Jan-12
15-Jan-12
17-Jan-12
19-Jan-12
21-Jan-12
23-Jan-12
25-Jan-12
27-Jan-12
29-Jan-12
31-Jan-12
02-Feb-12
04-Feb-12
06-Feb-12
08-Feb-12
10-Feb-12
12-Feb-12
14-Feb-12
16-Feb-12

The Good Stuff: Thousands of Variables
Strongly
Disagree
Somewhat
Disagree
Neutral Somewhat
Agree
Strongly
Agree
Honest
Reliable
Creative
Determined
Fashionable
Kind
Funny
Classy
Confident
Sociable
Energetic
Intelligent

Finding the needle in the haystack

This is the internet
Spam
Sales
Pitches
Business
Discussions
Real
People

This is spam
• Adderall 20/30mg IR/XR online without prescription.Contact now if
interested at mac3136@gmail.com.
• ambien without prescription ambien online paypal buy ambien no rx
online
• buy ambien without prescription buy ambien bulk buy ambien online no rx
• buy ambien without prescription buy ambien in uk buy ambien tijuana
• buy ambien without prescription buy ambien online fast shipping generic
ambien safe
• http://t.co/nQ3E8MAt Buy Eprex online - Generic Eprex legally - Purchase
Eprex without script
• zithromax cost buy canadian zithromax prescription online and antibiotics
that treat stds

This isn’t Spam
22
RT @AriesTerms: #Aries are the sexual energizer
bunnies. They keep going, & going, & going...
http://twitter.com/personsname1/status/2177
75548674486273
75584892293120
75625186967554
75643876786176
http://twitter.com/cpersonsname5/status/217
775684737695744
81225044193280

These are sales pitches
23
• This is an excellent movie, I saw it online for free in HD at:
watchmovies4free {.} org
• This is a very cool film, I saw it online for free in HD here: viewfilmsfree {.}
com
• This is a great movie, I downloaded it online for free here: VIEWFILMSFREE
{.} COM
• This is an excellent movie, I watched it online for free here:
WATCHMOVIES4FREE {.} ORG
• "Xbox 360 Messenger Kit (Chatpad & headset), Only 10 @ HMV
http://t.co/vSJK2VUH #deal"
• "New comedy DVDs and Blu-rays at HMV http://t.co/XjsH130e #deal"
• "#Offers #Deals Amazing Christmas deals at HMV Blackadder Remastered:
Ultimate Edition: 6 DVD 17.99 and fr... http://bit.ly/eS2GZd"

These are not sales pitches
24
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/65a7aB6E
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/756xG3mR
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/8FFS3Xzj
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/9i9OZG1i
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/aa1Xbb1F
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/AmAgrCL1
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/BKCM29b6
• I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/D8wLvPzR
• "Be grateful if you used my referral link for this deal
http://share.livingsocial.com/deals/...4&rui=95087725"
• "http://www.hotukdeals.com/deals/batt.../817097?page=4 stock on order but hukd seems to
think its a very hot deal"
• "its part of the 5 for 10 pounds universal 100 deal on hmv
http://hmv.com/hmvweb/displayProduct...RODUCT-620866#"
• "Picked this up at HMV though it was a steal. http://yfrog.com/h22plaj Still can't find a Kinect
Sports deal tho"

• "HMV: what the analysts say - # Telegraph ow.ly/84WHA # HMV"
• "UK: HMVs New Loan Facilities Have Retailer Over A Barrel, Says Analyst
http://goo.gl/fb/pzKi9 2:33 AM Jun 8th via Google"
• "#HMV announces another profit warning, #VerdictRetail analyst comment
http://bit.ly/fD301z @ hmvtweets @ retailfocus 4:14 AM Apr 6th via bitly"
• "HMV warns on covenants as debt climbs: Embattled music and
entertainment retailer says it will miss analysts... http://on.ft.com/efK5cu
3:56 AM Mar 1st via twitterfeed"
• "HMV: What the analysts say: Today's grim profits warning from HMV Group
has reignited debate over the comp... http://tinyurl.com/2cdozec 2:20 AM
Jan 5th via twitterfeed"
• "HMV struggles to survive amid tumbling sales: With more than 400 stores
across the country, industry analysts sa... http://bit.ly/dVdgHY 12:27 PM
Dec 9th via twitterfeed"
• "Jan. 10 (Bloomberg) -- Natalie Berg, an analyst at Planet Retail Ltd.,
discusses holiday sales reports by Debenhams Plc, Marks & Spencer Group
Plc and HMV Group Plc, and the outlook for retailers. She speaks with Linzie
Janis and Mark Barton on..."
These are business discussions
25

• CaDbury ;p tehehe !!! whch one z ur fav ?eish i lyk them all
• On a fyn weathr lyk ths......smbdy z cravin 4 a Cadbury
chocolate
• Neva eva lyk neva chew cadbury swt infrnt of ur man or any
otha cute fellow! Nt cute at al!
• My favorite player Randy Moss mite be makin ah cum back to
tha NFL
• wtf would i say sheesh? "o sry bout ur balls dude“
• I shlda jus taken the credit smh ;)
• dnt giv a faak boy...they will do what ever to get a follower;
twar, steal tweets, diss a country, screenmunch, dey r relentles
• Slick talkn , sneek diss n, all that ole under the table @!! Ish,,
bring it 2 a brother face!!
This is hidden gold
26

These are always consumers
27

• Every research method has data quality processes
• Seek out and fix leading questions
• Seek out and recruit the right target not the most convenient target
• Seek out and shorten overly long surveys
• SMR begins with quality extraction
Data quality is top priority

What does HFCS stand for?

What does BP Stand For?

Acronyms need special care

• Traditional research sample data sources
• Are you interested in opinions from women
• Are you interested in opinions from younger people
• Are you interested in opinions from lower income people
• SMR samples data sources
Quality in sample sources

Social Media Sampling Matrix

Same brand, different result
0%
25%
50%
75%
100%
Walmart Adidas BP iPod Kindle
Fire
Kroger Poptarts Sam's
Club
Tablet -
iPad 2
Tiger
Woods
Social Networks - facebook.com Video - YouTube.com
Top 2 Box (Positive)

• Traditional research organizes content
• Q1: Are you a man or woman?
• Q12: How likely are you to purchase coffee?
• Q15: Which of the following brands do you use?
• SMR organizes content
Quality in Coding

in my college, people voted against this
strike... wonder if their tuition fees gonna be
paid in cash or cards.
Strike
Schooling Voting
SMR Variables

Content Analysis Validity
Beefy
Heavy
Weighs a ton
Pounds sterling
Pound puppy
Tons of stuff

Content Analysis Validity
Blue ray
Blue tooth
Bobbi Brown
Charlie Brown
Fifty Shades of Grey
Grey Goose

• Ethnographies are scored by researchers
• SM data are scored by researchers
• “I would totally buy that”
• “No way in hell am I buying that crap”
Quality in Sentiment Analysis
• How long can you run a country by holding all the poor provinces
hostage and saying "were gonna cut out your equalizations unless
you do what we say". cuts are gonna be made, people will be
unhappy when provinces cut jobs education and you're gonna
have a hard time getting re-elected because you were too busy
implementing your nonsense.

• This fabulous movie delicately portrayed the
horrible atrocities of war, including
terrifying images of torture and rape
• This fabulous movie delicately portrayed the
horrible atrocities of war, including terrifying
images of torture and rape
Automated sentiment analysis requires care

Sentiment analysis is never perfect
New emoticons
New acronyms
New slang
Sarcasm
Strange typos
Strange grammar
Descriptions vs Sentiment
Human scoring is only 85% accurate.
Machine scoring strives for 75% accuracy.

: )
: (
:o)
=]
=)
:^)
Use of emoticons: How smart are you?

: )
: (
:o)
=]
=)
:^)
Use of emoticons: How smart are you?
;)
:|
>;]
>:X
,,/
m/
d^_^b
(¬_¬)
d(>w<)b
(,_,)
( °٢° )
(V)!_!(V)
m9(^Д^)
(`･ω･´)
＿|￣|○
(｀-´)>
(´；ω；`)
ヽ(`Д´)ﾉ

LOL
FTW
WFT
ROFL
SMH
Use of acronyms

LOL
FTW
WFT
ROFL
SMH
Use of acronyms: Still feeling smart?
2U2
2l8
2mr
4ever
2C4U
AWHFY
IMHO
BION
CUL
FCFS
JK
KMA
OMG
POS
RTF

Sick
Whack
Dope
Mafan
Crush
Use of Slang

Sick
Whack
Dope
Mafan
Crush
Use of Slang: Feeling inadequate now?
Clutch
Koota
Slub
Scrub
Wassock
Bomb
Burned
Dough
Aiight
Krunk
Sup
Pwn
Kicks
Dat
Lekker

How non-researchers validate scoring
Verbatim Step 1: Auto
Score
Step 2: Human
Validation
What a horrible thing to happen. Can’t believe
people died on a costa cruise.
Negative Agree
What a joke. Costa is giving people a big
discount after the whole sinking ship thing.
Positive Disagree
We had our honeymoon on the costa
concordia. It was wonderful.
Positive Agree
I hope the costa concordia captain goes to hell. Negative Agree
Plus 996 other evaluations…
The “yeah, yeah” method

How researchers validate scoring
Verbatim Step 1:
Blind
Score
Step 2:
Blind
Score
Step 3:
Concurrence
What a horrible thing to happen. Can’t
believe people died on a costa cruise.
Negative Negative Yes
What a joke. Costa is giving people a big
discount after the whole sinking ship thing.
Negative Positive No
We had our honeymoon on the costa
concordia. It was wonderful.
Positive Positive Yes
I hope the costa concordia captain goes to
hell.
Negative Negative Yes
Plus 996 other evaluations…
The Correct Blind Method

1. I hate hate HATE grocery shopping at Walmart!
2. beautiful. loved it. amazing, keep up the excellent work!
3. Im eating a big mac meal as i type , and it's fkin lovely
4. just ate mcds...i feel ten pounds heavier..its a love hate
5. I love Rebecca Black
6. Yeah right. Keep arguing, at least you look smarter
7. Bouta crush this big mac...
8. dirk is just too clutch its scary
9. the black eyeliner is the bomb
10. expect 400% from you dude--no excuses. >;p
Words in context are much easier?

Is social media data normally distributed?
53
0
500
1000
1500
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
1000
2000
3000
1 1.6 2.1 2.6 3.1 3.6 4.1 4.6
0
1000
2000
3000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
8000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
400
800
1200
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
400
800
1200
1 1.5 2 2.5 3 3.5 4 4.5 5
0
750
1500
2250
1 1.5 2 2.5 3 3.5 4 4.5 5
Junior Seau
Nissan Rogue
Neiman Marcus
Fuel Prices
Toronto Transit Commission
Sephora
Bullying
Toilet Paper
Cake Boss

Branded Social Media Data is (Mostly)
Normally Distributed (n=60 million)
54
0
2000
4000
6000
8000
10000
12000
-100 -89 -79 -69 -59 -49 -39 -29 -19 -9 1 11 21 31 41 51 61 71 81 91
Extremely
Negative
Extremely
Positive
Neutral

• Measure census rep(representative)
• Measure frequencies and quantities precisely
• Measure geographics
• Ask follow up questions
• But we can do so much…
What CAN’T we do with the data?
55

What other brands should you ask about?
Identify the other top of mind brands that come up during
conversations of your target topic. Make sure you do follow up
research with them. Make sure they are included on your survey

Which celebrity should endorse the Blackberry?
57
These are the celebrities YOUR consumers want to talk about. These
celebrities are already meaningful. Are they the RIGHT celebrities?

Find the positives
58
Do more of these. Don’t get rid of these. Brag about these.

Find the negatives
59
Solve these problems. Make sure consumers know you’re
working on this.

Find the most common topic
60
Which issue is top of mind for your consumers? Which issue should you
address first? Which great idea should you brag about the most?

Find the least common topic
61
Is a problem about to explode? Are your consumers unaware
of or uninterested in your bragging points?

http://ca.linkedin.com/in/anniepettit https://www.facebook.com/anniepettit
http://lovestats.wordpress.com/ http://twitter.com/lovestats
Thank you!
62

Thank you
Annie Pettit
Peanut Labs

Introduction to social media research print version

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Introduction to social media research print version