social listening & social analytics for insight professionals
TRANSCRIPT
This document contains proprietary/confidential company information. All unauthorized distribution prohibited. Any unauthorized recipient please immediately notify DigitalMR by Email at [email protected]
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 [email protected]
April 2015
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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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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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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
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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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
Contact: Michalis A. Michael
@DigitalMR_CEO
Use web listening to understand how people feel and think through their online posts