social listening for market researcher
TRANSCRIPT
Social Listening for
Market Researcher
by Kla Tangsuwan
29 October 2015
About
Kla Tangsuwan
/nytonkla
Education- B.Sc. Information Technology, Thammasat University- M.Sc. Internet System Development, University of Portsmouth, England.
Experiences- Software Engineer @Reuters Software Thailand- Technical Support Consultant, @Reuters Software Thailand- Program Instructor C,C++,PHP,Java,Web Programming @SIIT- Social Media Strategist @Office of Prime Minister- Internet TV Host @Duocore.tv- Committee @Thai Webmaster Association- Marketing Director, Managing Director @ThothMedia
Speakers- Social media strategy / monitoring @TMA @MUIC @BUIC @Chula @TOT @WebWednesday @MalaysiaGov etc.- Internet TV @Chula @TU @Rajabhat @Barcamp @WebmasterCamp- Startups @JoomlaDay
Co-Founded- Duocore.tv- Thoth Media Co.,Ltd.- Melonbox Co.Ltd.
“An online marketing solution that contributes Leading Social Intelligence.”
AdsOptimization
SocialReport
Social Media Management
SocialTools
Social Media Matters in Thailand
250 Million TalksPer months
~ 8 Million Talks every daysOn Facebook Public Pages, Twitter and Forums
Not including 35 Million Facebook Profiles
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
Social Talks +86% in 2 YoY
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
Base
+51%
+86%
Quiz :
[A]20 December 2014
Thailand won Suzuki Cup
[B]2 April 2015
60th An. HRH Princess Sirindhorn
[C]22 May 2014
Coup
Which day has most talkabout topic
Long Live HRH Princess Sirindhorn
From 3.5M Twitter Accounts, 100,000 Facebook Pages, 200 Websites.
เฉลิมพระเทพฯ 60 พรรษา
รัฐประหารบอลไทย แชมปซูซุกิคัพ
King of forums.
From 200 forums. Non-pantip vs Pantip.
How Market Researcher benefit from Social Media
Questions Like This..1. What customers like / dislike to do at shop?
2. How should brand improve to impress more audience?
3. What is expected product price from the market.
Social Media Tools can help.
Classic Pain..1. How to deal with large data.
2. How to sort out “signal” from “noise”
Social Media Tools can help.Quantitative and Qualitative!!
Before we go on..Social Media Data
● may not represent a whole population.
● do have volume and accuracy of reference.
● is mostly authentic and unbiased.
Store Visit #1 : { “ ไป + x ”... store }
Question : ลูกคาไปทําอะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store. Identify “ไป” and adjacent keyword.
Answer : 33% ซื้อ, 31% รอ, 21% เดิน, 21% กิน
Store Visit #2 : { “ ไป + ซื้อ + x ”... store }
Question : ลูกคาไป “ซื้อ”อะไรที่ราน?
Solution : Listen & Extract only talks about store or check-ins at store. Identify “ไปซื้อ” and adjacent keyword.
Answer : 12% โคก, 10% ไข, 77% แม
Crisis : Is it gone?
จํานวนความคิดเห็น
ความเชื่อมั่น (สุทธิ) สัดสวนความคิดเห็น เนื้อหาเปนบวกหรือลบ
จํานวนความคิดเห็น
Health Check : Still good looking?
Health Check : Digging In.
Price Monitoring: Galexy S5
http://www.abc.net.au
Price Drop : Samsung Galaxy S5
Information Extraction:
Loy Krathong
http://www.painaidii.com/diary/diary-detail/001127/lang/th/
Pattern Analysis:
Viral Behavior
http://www.painaidii.com/diary/diary-detail/001127/lang/th/
Prediction:The Voice
✓ Customer talking social media matters.
✓ Social Media Tools can help both Quantitative and Qualitative results.
✓ Ask for Demo at ThothMedia.com
Q & A
Social Listening for
Market Researcher
by Kla Tangsuwan
29 October 2015