1. Marketing Research & Social Communication
Lesson 5
Social Media Research
Ray Poynter
1Ray Poynter, Marketing Research & Social Communication, 2015
2. Agenda
1. What is social media research?
2. Qualitative social media research
3. Quantitative social media research
4. Sentiment analysis
5. Ethics overview
6. Quiz and assignment for next week
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3. Using Social Media & the Web
1. ESOMAR?
2. Ray Poynter?
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4. What is Social Media?
Very hard to define with precise definitions
But, “I know it when I see it”
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• Facebook
• Twitter
• LinkedIn
• Blogging sites
• Video uploading sites
• Discussion & chat sites
5. What is Social Media Research?
Narrow Definition
• Quant and Qual
• Using naturally occurring
conversations to conduct
market research
• Usually the research is
into non-Social Media
topics such as
advertising, customer
satisfaction, brand
awareness etc.
Broad Definition
• Qual and Quant
• Everything in the narrow
definition
• Plus
– Research into social media
– Using social media to
recruit respondents
– Creating discussions and
tasks in social media
– MROCs and communities
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6. Strengths and Weaknesses
Strengths
• Not based on artificial
questions, e.g. surveys
and focus groups
• Genuine conversations
between real people
• Not limited to the agenda
of brands and
organisations
• Answers questions that
were never asked
Weaknesses
• Not everybody uses
social media
• Are people who they say
they are?
• Only works for high
profile brands and topics
• Does not answer many of
the questions that brands
and organisations want to
ask
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7. Nivea Black & White Clear
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https://www.youtube.com/watch?v=yol6h-3nbTc
8. Nivea Black & White Clear
Social Media Research
– Discovered the scale of interest and concern
in Yellowing of White clothes and White stains
on Black clothes
Traditional Market Research
– Tested the name, pack, ad, price and
message
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9. Qual Approaches
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Unstructured data,
collected to help
understand meaning
14. TripAdvisor – the Numbers
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15. TripAdvisor – the Words
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16. TripAdvisor – Good & Bad
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17. Ray Poynter, Marketing Research & Social Communication, 2015 17
2007
7,914,098 plays
8,052 comments
18. Ray Poynter, Marketing Research & Social Communication, 2015 18
https://youtu.be/TnzFRV1LwIo
19. Quant Approaches
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Using algorithms to convert
social media activity in to
numbers and measurement
23. Brands on Twitter
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Social Bakers - http://www.socialbakers.com/statistics/twitter/profiles/japan/brands/
29. Processing Social Media
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500,000
comments
Human
Sample
Hybrid
Sample
then Census
Machine
Census
At the moment, humans are more accurate than
machines, but machines are faster and cheaper.
30. Sample and Population
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Sam
ple
Population
34. Ibis, All Seasons, Novotel, Sofitel ….
Integration Surveys and Social Media
4000 Accor Hotels
12000 competitor hotels
Global dashboard
40 country dashboards
4000 hotel dashboards
41. Big Picture
1. Social media research is an additional
method of conducting research
2. Social media research can be qual or
quant, or both
3. Key themes are: Volume, Trends,
Sentiment, Influence and Content
4. Ethics are just as important with social
media research
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42. Before Next Lesson
1. Read Chapter 9 of the Textbook – Social
Media Research
2. Watch this TED video with Hans Rosling
(http://bit.ly/NewMR_100). At the lesson I
want you tell me the main story that Hans
Rosling is telling with data.
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44. Quiz Lesson 5
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Please complete the quiz sheet
Put your name on the sheet
Hinweis der Redaktion
Other sources included mumsnet
Working with Accor, we have developed a Customer Satisfaction Index which looks at the percentage of positive versus negative sentiment verbatim published about a hotel each month. This is an easy way to benchmark each hotel’s customer experience with that of their four nearest competitors.
We also synthesise the structured scores provided on third party review websites such as Booking.com and Expedia (which all use different scoring methods) into one score out of ten to enable clear benchmarking and measurement against customer satisfaction KPIs.
http://mystarbucksidea.force.com/home/home.jsp
Software by Salesforce.com
On October 12 Wall Street Journal reported that Nielsen had been caught ‘scraping’ PatientsLikeMe and selling the information to Nielsen’s clients.
[http://online.wsj.com/article/SB10001424052748703358504575544381288117888.html]
In the report in the WSJ one member commented “I felt totally violated”.
Others have written that the PatientsLikeMe own model is not particularly nice since it collects and sells members information, suggesting that the issue was PLM were complaining that Nielsen has got the information with paying PLM
[http://www.bnet.com/blog/drug-business/patientslikeme-is-more-villain-than-victim-in-patient-data-8220scraping-8221-scandal/6113]