social media research: the shift from metrics to audience insight
TRANSCRIPT
www.commetric.com
www.commetric.com
S Speakers
Stefan Schafer
Director
Incite
Sarah Curnow
Director of Insight
Commetric
www.commetric.com
MORE THAN MEASURING AND MONITORING
• Explosion in data availability
• A challenge to achieve actionable
insights
• Social media tools focus on monitoring
and measurement
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MORE THAN MEASURING AND MONITORING
• Likes, reshares, retweets – so-called
‘vanity metrics’ = lack insight
• Focus on quantity neglects quality
• Rich audience and subject insight
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ABOUT COMMETRIC
• Media intelligence and analytics company
• 10+ years of expertise
• Meaning from unstructured text
• Working in 30+ languages to deliver customised services
• Multi-award winning
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Incite
An introduction
We unlock opportunity
Incite is a strategic research consultancy. We unearth and interpret insights about your brand and your business that help you think more clearly, plan more effectively, and create real, lasting change.
“They take complex analysis and synthesise, communicate and commercialise it in a simple and actionable way.”
― Insight Director, Capital One
Offices in five cities and a network of trusted partners around the world.
Segmentation
At face value
Social media metrics cover very few of the challenges facing our clients.
Concept development
Market understanding Customer journey
Portfolio architecture Creative development Pricing and
positioning
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Innovation strategy
Incite / Social Media Research
Incite / Social Media Research
Our process
It starts with these business challenges.
Interrogate
Question the question.
Invent
Design the journey.
Integrate
Build the answer.
Influence
Get to the point.
Incite
Inspire the right decisions.
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But we have to be selective when it comes to our data sources.
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We can map tools on two axes.
Out of context In context
Active
Passive
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Traditional market research techniques are very good at certain things.
Out of context In context
Active
Passive
Quant surveys
Focus groups
Individual depth interviews
Out of context In context
Active
Passive
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The current- generation of tools add capability in the top right hand corner of the map.
Online forums
Virtual shelf
Mobile quant
Mobile qual
Mobile ethnography
Quant surveys
Focus groups
Individual depth interviews
Out of context In context
Active
Passive
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The most recent
tools
Focus heavily on passive data.
Many can flex between in- and out-of-context.
Online forums
Virtual shelf
Mobile quant
Mobile qual
Mobile ethnography
Social media mining
Click stream
Cookie Tagging
Quant surveys
In-app quant
Searchable video
Health data
Text processing engines
Mass ethnography
Focus groups
Individual depth interviews
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We can map marketing tasks against our axes too but it’s an inexact science.
Out of context In context
Active
Passive
Medium-term strategy
Demand landscapes
Market understanding
‘Big bets’
Executional detail
Shopper
NPD
Packaging
Long-term planning
Scenario modelling and trends ‘Lots of little bets’
Short term monitoring
Media buying
Public relations
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CASE STUDIES
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CAMPAIGN TRACKING
SENTIMENT ANALYSIS
DEMOGRAPHIC SEGMENTATION
MEASUREMENT+
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CREATIVE DEVELOPMENT
OBJECTIVE
• Brand attributes of luxury brands
• China, UK, Japan and U.S.
• Support traditional market
research
INSIGHT
• Japan: customisation preference
• Americans: Burberry a British emblem of class, in the UK it was considered ‘basic’
• Unpick the slang – ‘basic’
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DEVELOP COMMS STRATEGY: IDENTIFY INFLUENCERS
OBJECTIVE
• Who are the influential groups or
individuals?
• How important is original
content?
• Where should effort be targeted?
INSIGHT
• Influence traditional media to influence Twitter
• Manage influential celebrities and participants (racers)
• Fanbase will follow
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POSITIONING DEVELOPMENT: B2B THOUGHT LEADERSHIP
OBJECTIVE
• How much is brand associated with
entrepreneurship?
• Who (else) ‘owns’ the topic?
• Is there any whitespace?
INSIGHT
• Needed to live the values they were sponsoring
• Initiatives and partnerships important
• Culture of celebrity – promote own experts
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PORTFOLIO STRATEGY: THE RIGHT PRODUCTS FOR THE RIGHT PEOPLE
Sports drinks are used by diabetics to boost energy levels
Women in labour use energy or sports drinks to get them through
OBJECTIVE
• The impact that Olympics
coverage was having on the
brand
• Impact of negative press on the
brand
INSIGHT
• Very low mentions of teeth
• Forums for athletes, runners, cyclists
• Also pregnant women and those with diabetes
Sports drinks can be bad for your teeth due to high acid content
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PORTFOLIO STRATEGY: THE RIGHT PRODUCTS FOR THE RIGHT PEOPLE
OBJECTIVE
• The impact that Olympics
coverage was having on the
brand
• Impact of negative press on the
brand
INSIGHT
• Coconut water opportunity
• Product discount codes often shared
RT: “Coconut water could be an excellent natural sports drink, a new study suggests…”
“Is Coconut Water The Ultimate #Sports Drink? http://t.co/zAzyrxr6 #recovery”
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Our approach to using this data is grounded in three principles.
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We apply our 5 step consulting process to understand and properly frame the core business questions before doing anything else.
Interrogate
Question the question.
Invent
Design the journey.
Integrate
Build the answer.
Influence
Get to the point.
Incite
Inspire the right decisions.
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Interrogate
Case study
The brief
Our client, a train company, wanted to increase passenger journeys by optimising the in-train experience.
Our Interrogate challenge
The business gains they were targeting required a broader approach that addressed much deeper behavioural challenges.
Opportunity unlocked
We identified barriers around planning, price perceptions and non-train journey elements that were key to unlocking growth.
Interrogate
Case study
The brief
Our client, a major pharma company, needed to understand the competitor landscape before it could frame its market strategy and its learning plan for the year.
Our Interrogate challenge
Given the client wasn’t even in a position to write a brief yet, how could we help them boot-strap into a position where they knew what they needed to know?
Opportunity unlocked
We ran workshops using social media data and comments as the foundation for hypothesising a series of strategic options. These formed the brands’ plans for the rest of the year.
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Incite / Social Media Research
2 /
We work with specialists
Interrogate
Question the question.
Invent
Design the journey.
Integrate
Build the answer.
Influence
Get to the point.
Incite
Inspire the right decisions.
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Incite / Social Media Research
Invent
Case study
The brief
We wanted to understand how to drive growth for brands in the casual dining space.
Our Invent challenge
We knew a large scale survey was going to be part of the solution. We also knew this would miss things.
Opportunity unlocked
Traditional survey measures proved powerful for understanding brands, but social media analytics showed the importance of customer experience.
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And we integrate and synthesise multiple data sources.
Interrogate
Question the question.
Invent
Design the journey.
Integrate
Build the answer.
Influence
Get to the point.
Incite
Inspire the right decisions.
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Integrate
Case study
The brief
How to drive sales conversion for a smartphone manufacturer.
Our Integrate challenge
A wide range of data sources that needed to be reconciled – everything from sales data to online discussion forums.
Opportunity unlocked
We gave the brand a tool to plan a data-driven conversion strategy.
By building a single statistical model we could prioritise barriers and drill down into social data for the specifics.
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Advantages of social
media as a data source
Truly passive
Honesty and transparency
Unprompted and spontaneous
A route to trends or inspiration for new ideas
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Advantages of social
media as a data source
The ability to flex in and out of context
Immediate insights and in-context historical analysis
No need for data transcription as required in qualitative market research
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Advantages of social
media as a data source
Massive scale combined with flexibility
An enormous sample, from different geographical areas
Inflight changes possible, enabling researcher to pivot mid-study
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LIMITATIONS
www.commetric.com Source: Digital in 2016 report, We are social
LIMITED TO THE OPINIONS OF THOSE USING SOCIAL MEDIA
www.commetric.com 35 Source: Digital in 2016 report, We are social
WHERE ARE YOUR TARGET MARKETS?
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SAMPLES MAY BE BIASED TOWARDS THOSE ALREADY INTERESTED IN THE ISSUE
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SAMPLE LIMITED TO PUBLICLY AVAILABLE DATA
(source @skilled_co)
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IMMEDIATE RESPONSES WITH LITTLE PARALINGUISTIC PHENOMENA
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IN CONCLUSION
1. Make sure you know what question you are trying to answer
2. Use social media analytics for its strengths, while being aware of its limitations
3. Consider combining multiple data sources to arrive at a fuller picture
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Questions?
#MoreWithAnalytics
Stefan Schafer
@incitemktg
Sarah Curnow
@commetric