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Leveraging Social Media to Measure What Your Audience is Saying About You

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ARF Audience Measurement 5.0 Presentation by: Peanut Labs and Conversition

TechnologieBusiness
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Annie Pettit CRO Conversition Sean Case SVP Peanut Labs
Leveraging Social Media to Measure What Your Audience is Saying about You
Social Media
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object]
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object]
Social Media State ,[object Object]
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object]
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
Social Media State ,[object Object],Source: Wikipedia
Social Media State ,[object Object],Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
[object Object],[object Object],Why Should You Care? Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.
Social Media for Business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.
Social Media for Market Research SocialVoice: Enabling Researchers to Ask and Listen
Background Some TV shows fail Some TV shows thrive All cost money
[object Object],[object Object],[object Object],Problem
Methods ,[object Object],[object Object],[object Object]
Methods
Analysis ,[object Object],[object Object],[object Object]
DWTStars Gossip Girl One Tree Hill Accidentally Numb3rs Ghost Whisp Jersey Shore Ugly Betty Dance Crew Christine Cougar Town 30 Rock Desperate HW Volume 
Read Verbatims – 30 Rock ,[object Object],[object Object],[object Object],[object Object],[object Object]
Read Verbatims – Old Christine ,[object Object],[object Object],[object Object],[object Object]
Slightly More Love for 30 Rock Top 2 Box Sentiment Source: SocialVoice
But Way More Chatter For 30 Rock Volume of Online Chatter Source: SocialVoice
We’ve Got Some Passion… Construct 30 Rock Christine Purchasing ███████ ████ New Different ████████ ████ Recommend ███████   Trial ████ ███████ Aggregate Emotions ███████ ███ Anticipation ███████ ██ Appreciation ████████ ████ Courage ████ ████ Happiness ████████ █████ Surprise ████████ ████ Trust ██████ ████
… And Lots of Liking Construct 30 Rock Christine Purchasing ████████ ██████ New Different ███████ ███████ Recommend ███████ ███████ Trial ████████ ████████ Aggregate Emotions ███████ ███████ Anticipation ███████ ███████ Appreciation ███████ ███████ Courage ███████ ███████ Happiness ███████ ████████ Surprise ███████ ███████ Trust ██████ ███████
Much More Love For Cougar Town Top 2 Box Sentiment Source: SocialVoice
And Much More Volume for CT Volume of Online Chatter Source: SocialVoice
They aren’t making love… Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing ████ ████ New Different ████ Recommend ██████ Trial ██████ Aggregate Emotions █████ Anticipation █████ Appreciation █████ Courage ███████ Happiness █████ █ Surprise ████ Trust ████████
… nor are they making like. Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing █████ ████ New Different ██████ ███ Recommend ███████ █ Trial ███████ ██ Aggregate Emotions ███████ ██ Anticipation ███████ ██ Appreciation ██████ ██ Courage ████████ Happiness ██████ ██ Surprise ██████ ██ Trust ████████
30 Rock Characteristics
Get The Head’s Up “ I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”
Conclusions ,[object Object],[object Object],[object Object]
Next Steps ,[object Object],[object Object],[object Object]
Thank you ,[object Object],[object Object],[object Object]

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Leveraging Social Media to Measure What Your Audience is Saying About You

  • 1. Annie Pettit CRO Conversition Sean Case SVP Peanut Labs
  • 2. Leveraging Social Media to Measure What Your Audience is Saying about You
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  • 24. Social Media for Market Research SocialVoice: Enabling Researchers to Ask and Listen
  • 25. Background Some TV shows fail Some TV shows thrive All cost money
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  • 30. DWTStars Gossip Girl One Tree Hill Accidentally Numb3rs Ghost Whisp Jersey Shore Ugly Betty Dance Crew Christine Cougar Town 30 Rock Desperate HW Volume 
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  • 33. Slightly More Love for 30 Rock Top 2 Box Sentiment Source: SocialVoice
  • 34. But Way More Chatter For 30 Rock Volume of Online Chatter Source: SocialVoice
  • 35. We’ve Got Some Passion… Construct 30 Rock Christine Purchasing ███████ ████ New Different ████████ ████ Recommend ███████   Trial ████ ███████ Aggregate Emotions ███████ ███ Anticipation ███████ ██ Appreciation ████████ ████ Courage ████ ████ Happiness ████████ █████ Surprise ████████ ████ Trust ██████ ████
  • 36. … And Lots of Liking Construct 30 Rock Christine Purchasing ████████ ██████ New Different ███████ ███████ Recommend ███████ ███████ Trial ████████ ████████ Aggregate Emotions ███████ ███████ Anticipation ███████ ███████ Appreciation ███████ ███████ Courage ███████ ███████ Happiness ███████ ████████ Surprise ███████ ███████ Trust ██████ ███████
  • 37. Much More Love For Cougar Town Top 2 Box Sentiment Source: SocialVoice
  • 38. And Much More Volume for CT Volume of Online Chatter Source: SocialVoice
  • 39. They aren’t making love… Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing ████ ████ New Different ████ Recommend ██████ Trial ██████ Aggregate Emotions █████ Anticipation █████ Appreciation █████ Courage ███████ Happiness █████ █ Surprise ████ Trust ████████
  • 40. … nor are they making like. Source: SocialVoice Construct Cougar Town Accidentally on Purpose Purchasing █████ ████ New Different ██████ ███ Recommend ███████ █ Trial ███████ ██ Aggregate Emotions ███████ ██ Anticipation ███████ ██ Appreciation ██████ ██ Courage ████████ Happiness ██████ ██ Surprise ██████ ██ Trust ████████
  • 42. Get The Head’s Up “ I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”
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Hinweis der Redaktion

  1. comScore, Harris Interactive and The Nielsen Company have over 350 videos combined.
  2. You read survey verbatims to get a feel for the data Same for social media research