solving real client problems closing the gap with social media data environics research group ...
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Presented at the MRIA 2012 National Conference -- a frank discussion of the lessons learned from conducting social media analysis for clients of the Environics\' Research GroupTRANSCRIPT
Solving Real Client Problems: Closing the Gap with Social Media Data
Presented by: Barry Watson, PhD – President & CEO, Environics Research Group John Crockett, Director – Online Services, Environics Research Group
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Solving Real Client Problems
3
Problem Solving Approach
Define the Problem
Synthesize & Analyze
Draw Conclusions
Collect Relevant Data
4
Overview • Public Opinion project undertaken for municipal and regional government
agencies
• Generate a comprehensive picture of where GTHA residents stand on traffic congestion issues • Awareness, perceptions, opinions & priorities
• Social Media Scan (August) & Telephone polling (October) 2011
Findings • Not surprisingly, congestion is an issue, tax payers are frustrated!
• Do they report the same perceptions on willingness to pay for funding (tolls,
tax, etc.)?
Case Study – Traffic Congestion in Toronto
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Polling Suggests Tolls & Taxes Are Unpopular
13
7
5
5
42
29
27
14
26
34
37
36
16
27
30
45
Parking tax
Road Toll (on 400 serieshighways)
Provincial Sales taxincrease
Gas tax
Opinion of Revenue Tools
Very good idea Good idea Bad idea Very bad idea DK/NA
n=1000
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Blogosphere Suggests Divergent Opinions Exist
In favor of new revenue tools
Against new revenue tools
Re
search
ed
Op
inio
n G
en
era
list
Kn
ow
led
ge
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Closing The Gap with Social Media Data
Other opportunities for public opinion research: • Identify outreach candidates for public consultation
• Facilitate more inclusive public consultation process
Target Population Social Media Source
Opinion Leaders Blogs, Twitter
Mass market / Gen. pop Twitter, Facebook, some blogs
Brand Fans / users Facebook, Twitter, communities*
Local Customers Facebook
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CASE STUDY - Using Social Media to augment FGs
Background • Canadian Mutual Fund company looking to explore market potential for
Socially Responsible Investments (SRIs)
• Previously conducted quant polling with fund holders, was looking to repeat qualitative research with prospective investors
Objectives 1. Understand perceptions and attitudes towards Socially Responsible
Investments (SRIs) held by both professional investment advisors and the general population;
2. Measure brand awareness/mind share of relative to other key competitors in the SRI space;
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Augmented Focus Group Methodology
Develop Social Media Search Query
Review Lexical & Publisher Analysis
Recruit Participants
Conduct Focus Groups
Draft Key Research Question
Review Existing Client Research
Develop Discussion Guide
Refine Discussion Guide
Analyze Findings
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Financial Advisors
Mass Market Investors
A New Segment Identified via Social Media
Current Subscribers
Thought Leaders
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22% of advisors say “Social Media is a compliance headache best avoided”
25%
16%
7%
5%
5%
69%
20%
10%
11%
10%
8%
64%
Google+
Other
None
Communicate with clients
Stay informed about new products andtrends in the industry
Which of the following Social Media applications are you using to …?
n= 428 Source: Environics’ Advisor Research Panel
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Closing The Gap with Social Media Data
• The more sophisticated the topic, the greater the role Social Media can play
in bridging the gap between target populations
• Social Media data is most effective when complimenting other research
• Is Social Media the right medium for your audience?
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Case Study – Telecom CSAT Monitor
Overview • Syndicated tracking offering in the Telecom space – launched Q1 2012
Monitoring Platform captures: • @provider • #provider • ‘provider’
• Monitor and synthesize conversations about wireless providers happening on
• 2400 tweets per month are captured by our social media monitoring platform
I’m constantly surprised by how bad @providerA customer service is. Staff at their store in fairview mall are actually rude. @providerB how can one see how long is left on there wireless contract?
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Interactions in the TwitterVerse
Provider A
Provider B
Provider C
Provider D
“So Provider A is more active on Twitter than we are. What does that mean?” - Provider B Exec.
25%
34%
41%
32%
34%
34%
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Social Media Coding
Classification Category Pre-codes
Customer Service Issue 1. Contract 2. Handset – upgrade 3. Handset - repair 4. Service Area/Coverage 5. Special Feature 6. Apps 7. Data Plan 8. Billing
Brand 1. Bell 2. Rogers 3. TELUS 4. Moblicity 5. WIND Mobile
Interaction Type 1. Question to provider 2. Question to followers 3. Statement
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Understanding the Context of the Conversation
16%
15%
14%
9%
6%
5%
3%
1%
13%
20%
12%
8%
4%
2%
3%
1%
Customer ServiceExperience
Promotion
Plans/Pricing/Fees
Coverage Issue
Special Feature / Apps
Cancelling Contract
Other ContractIssues/Question
Technical IssueProvider A (n=1979)
Provider B (n=1212)
86%
8% 6%
87%
7% 6% Promotions - Provider A
Promotions - Provider B
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A Net-Promoter Score for Social Media?
How likely is it that you would recommend our company to a friend or colleague?
1 2 3 4 5 6 7 8 9 10 Extremely Likely
Not at all likely
How likely is it that this publisher would recommend their current service provider to a friend or colleague?
Promoters Detractors
Passives
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Finding Evidence for Promoters/Detractors
• Anyone with a cell phone through @providerA should cancel immediately. They just withdrew $3100 from my parents bank account!!!
• Advice to my followers: never sign up w/ @providerB for cell phones/service. Absolutely terrible service and quality
• Called @provider A about my bill and plan and received painless, refreshing, awesome good customer service. Thanks!!!
• @follower There are plans exclusively for students! I know @providerA has them for UofT students!
Promoter
Promoter
Detractor
Detractor
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Closing The Gap with Social Media Data
• Understanding the nature and context of social media conversations is just
as important as their prevailing sentiment.
• Social Media data can identify communication gaps in a dynamic marketing environment
• While data sources may be different, this doesn’t mean the analysis approaches need to change. • Code, Tabulate, Compare • Ascribe, Excel
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Recap – Lessons Learned
1. Social Media data is most effective when complimenting other research
2. Deciding whether Social Media fits your objectives largely depends on
whether or not Social Media is an appropriate medium to access your target population
3. The more sophisticated the topic, the greater the role Social Media can play in bridging the gap between target populations
4. Understanding the nature and context of social media conversations is just as important as their prevailing sentiment
5. Think like a market researcher – utilize analysis tools and techniques from your exisiting toolbox
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Thank You
Barry Watson, Ph.D
President & CEO
Environics Research Group
John Crockett, CMRP
Director – Online Services
Environics Research Group