This document discusses how social media listening can be used for market research purposes. It begins by outlining some common questions that social media listening can help answer for researchers. It then discusses when web listening is appropriate compared to traditional monitoring tools. Some opportunities and challenges of social media listening are presented, including dealing with noise. The document provides a case study of analyzing posts related to a Coca-Cola Super Bowl commercial. It argues that social media listening is closer to traditional market research methods than may be initially thought. Integration options with existing research methods are presented.

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recipient please immediately notify DigitalMR by Email at info@digital-mr.com
Social Media Listening
for
Market Research
This document contains proprietary/confidential company information. All unauthorized distribution prohibited. Any unauthorized
recipient please immediately notify DigitalMR by Email at info@digital-mr.com
April 2015
Tweet to @DigitalMR_CEO

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 Is web listening appropriate for MR?
 Opportunities and challenges
 A web listening case study
 Listening is much closer to traditional MR than you think
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Agenda

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MR Questions that SML Can Answer for You
Is there an industry pain that I can discover and address first?
What is the share of voice of my brand
benchmarked with my competitors?
On which social media sites should I be spending my
marketing budget?
How do messages “travel” on the
web?
How successful is my digital campaign?
Reach, Likeability, Purchase intent?
What question am I not asking?
Which are the hot topics for
consumers in my product category?
Which are the most important image
attributes for my category?
Find out what questions to ask in your communications tracker, next focus group
project or your next ad-hoc online survey.

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When is Web Listening Appropriate for MR?
Feature Web Listening for MR Social Media
Monitoring Tools
Sentiment Accuracy >85% <60%
Languages ALL Usually one
Noise Significantly reduced 80%-90%
Discussion Topics Topics, Sub-Topics,
Attributes
Search Terms
Insights Main focus Not available
Integration With existing trackers,
online communities,
Client Social Media
Assets, CRM**, ERP***,
Google Analytics
Two integrate with
their own CRM
Notes:
- **CRM= Customer relationship management software
- ***ERP=Enterprise resource planning software

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Opportunities
&
Challenges

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Sources of Online Posts

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There is a Lot of Noise
Period : Feb 28 – May 23
Entering just the name of the campaign as a search term in a monitoring tool delivered
22,500 posts. Three iterations later we discovered that the real number of posts about the
specific campaign was only 177.
22,448 Posts 3,558 Posts 204 Posts 177 Posts
Campaign name
and brand
‘Brand + ad’
‘Brand + advert’
‘Brand ad’
‘Brand + commercial’
'Brand + your friend'
‘Brand + test’ Deduplication Final Number

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Machine Learning: An Artificial Intelligence Discipline
>80% Sentiment Accuracy
in any language
Unique product category
taxonomies for analysis by
themes/topics, sub-topics
and attributes

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Curation
"Left my pearson book at home, I'm screwed"
Value Percent
Positive 43%
Neutral 36%
Negative 21%

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Is the sample representative?

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Case Study

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It’s Not Just About Those Who Proactively Post
7%
22%
71%
Positive
Negative
Neutral
51%
22%
27% Positive
Negative
Neutral
WEEK BEFORE THE SUPERBOWL (139,997 posts on Coca Cola)
WEEK AFTER (376,382 posts)

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Am I The only one offended by that coke commercial. How can
you mix America the Beautiful with Muslim SHIT! FUCK THAT
I'm sick of having diversity and the gay agenda
being shoved down my throat. I went to the
Coca-Cola FB page and told them so. Will you
follow too? Just view the video ad (below) and
see a commercial in at least 8 different
languages + a kid with "two Dads." Enough is
quite enough. No more Coke, or Coke products
for me - EVER.
This totally sucked. I get the diversity
and we are the "melting pot " but this is
an American song and therefore
should be sung in ENGLISH. .Coke I am
very appalled by this
Some of the Posts after the Ad was Aired

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Hey, you bigoted assholes who are boycotting Coca Cola over the
bilingual Super Bowl commercial - the song they're singing in the
ad is "America The Beautiful", NOT the national anthem. So not
only are you bigoted assholes, but you fail at Patriotism 101.
The Reaction to the Reaction

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0% 20% 40% 60% 80% 100%
Blogs
Facebook
Twitter
Video
Boards
18%
16%
24%
29%
9%
59%
35%
22%
14%
28%
5%
30%
23%
14%
35%
18%
19%
32%
43%
28%
Positive Direct
Positive (neg-neg)
Negative
Neutral
New Ways to Think of Sentiment
Coke Superbowl Ad Sentiment by Source

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Listening is Much
Closer to Traditional
MR than you Think

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Base = Male: 2,948; Female: 2,997 – H1 Topics are ranked based on the total number of posts in 12 months
pos neg neu mix
8%
59% 31%
2%
7% 56%
35%
2%
17% 16% 67% 1%
8% 50% 41% 1%
27% 31%
39%
3%
41%
37% 22% 1%
15% 8% 74% 2%
14% 27% 57% 2%
17% 51%
31%
1%
Male
2948
2997
27029
Male
Female
Unknown
Gender distribution of posts
0 1000
New to category
Media
General
Emotional issues
Product Maintenance
Product type
Lifestyle
Product
Problems & Concerns
141
195
151
158
231
132
367
215
321
277
592
444
642
514
724
400
969
684
Number of posts for H1 topics
Male
Female
Post Topics and Sentiment by Gender
26% 23%
47% 5%
18%
36% 39%
7%
17% 45%
33%
6%
25% 45%
25% 6%
20% 27%
47% 6%
12% 49%
32%
7%
23%
43%
26% 8%
30% 36% 22% 11%
18%
49%
26% 6%
Female
pos neg neu mix
Positive Sentiment
Negative Sentiment
Neutral Sentiment
Mixed Sentiment

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Integration of Web Listening with Asking Qs
1. Brands that are tracked in a consumer tracker (and more if necessary) can be included
in web listening
2. Social media usage & attitude questions can be included in surveys
3. All topics that are included in the survey questionnaires can be included in the
respective taxonomies for web listening as topics, sup-topics and attributes
4. Mentions of TV and Press advertising can be harvested from the web and perceptions
can be compared with those expressed in the surveys
5. Overall awareness from surveys can be compared with “possible reach”* from web
listening (possible reach = number of posts X number of followers/readers)
6. Likeability from surveys can be compared with sentiment from web listening
7. Purchase intent and loyalty from surveys and listening can be compared e.g. Net
Promoter Score can be compared to Net Sentiment Score
8. Discover relevant image attributes from the web (the biggest focus group in the world)
to include in surveys
9. A virtuous circle of listening, probing on the discoveries through the surveys, adjusting
the web listening query

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listening247 & communities247
1+1=3
1. Member recruitment for online communities
2. Listen-probe-listen-probe
3. Amplified customer advocacy

20. Contact: Michalis A. Michael
mmichael@digital-mr.com
@DigitalMR_CEO
Use web listening to understand how people
feel and think through their online posts