steve nuttall and jess whittaker main stage - 2011
TRANSCRIPT
Main Stage, November 3, 2011
Are Social Media and Research Meant to be Together? Case study of the National Broadband Network Steve Nuttall, Colmar Brunton and Jess Whittaker, BuzzNumbers
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Are Social Media and Research meant to be together? Case Study of the National Broadband Network
Jess Whittaker Product Evangelist BuzzNumbers Twitter @jessdoubleya
Steve Nuttall Managing Director Colmar Brunton @stevenuttall
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
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Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
"The more people see two-way engagement and being able to interact with people all over the
world, I think the less they want to be involved in structured research ….. if I have something to
say to that company now, there are lots of ways to say it."
Joan Lewis, Procter & Gamble Co, 2011
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
“We no longer need a voice of the customer. The customer has their own voice and it can be heard in social media everyday. So what is next? I am “The Listener of the Customer.” All the information we want is on the social web to help identify new products or services, refine existing products, improve quality, and create product design specifications. And what is even better is this new social media environment is completely natural and uncontrived.”
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
But surely ….
1. It’s not representative 2. It’s based on only the
opinions of the vocal minority
3. Coding sentiment is subjective and sometimes hard to categorise
4. Too much weight is given to the large volume of conversations generated by only a handful of people
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
“To demonstrate how social media listening tools and market research can complement one
another and provide a deeper understanding of how brands and organisations can better engage
with consumers and citizens”
The Opportunity
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
To test whether social media monitoring produces similar results to conventional market research
methods - with a focus on the National Broadband Network.
The Experiment
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Why select the National Broadband Network as our topic?
1. Topical 2. Controversial 3. Universal
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Process overview
Listen -1st Wave 4,255 pieces of online content
2 weeks in March
Listen - 2nd Wave 2,239 pieces of online content
1st 2 weeks in August
Ask - 2nd Wave 1,019 responses to
online survey 1st week August
Ask - 3rd Wave 1,017 responses to
online survey 3rd week in October
Listen - 3rd Wave 3,118 pieces of online content
3rd week in October
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
What does social and online media monitoring look like?
Use a listening /monitoring tool to collect & sort relevant conversations about a company or brand
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
NBN Digital Ecosystem
Online Opinion
Social Media
News
Video Forums
Blog
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Digital media channels are an increasingly important source of information
69%
32%
30%
14%
3%
22%
4%
1%
1%
4%
66%
29%
33%
17%
4%
23%
5%
1%
1%
3%
Television
Radio
Newspapers in print
Word of mouth
Other
Newspapers on line
Other social media
Through which sources did you hear about the NBN?
In August 28% heard through digital media channel, compared to 33% in October
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Q2. Through which of the following sources did you last hear something about the NBN? (MR) Base = 1,017
0
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Topics: Investigate themes customized to your research, brand or
competitors.
Mentions: See the individual mentions that relate to your keywords
with a brief extract of the conversation.
Sentiment Grading: Manually assign sentiments.
Grade by clicking on the plus, circle, or negative
symbol
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
What are people saying about the
NBN?
What do people want to know about the NBN?
How can NBN build a digital comms programme that
informs Australians about what it really means for them?
Framing the NBN questions
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Three key topics that people are talking about Talk in social media is mainly about competition and infrastructure issues.
0
38%
42%
14%
42%
38%
18%
19%
44%
10%
Infrastructure
Competition
Pricing
April August October
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
The total price the Government is spending on the NBN 35%
The NBN may not be worth the investment required 30%
The total price of the NBN rollout on taxpayers 29%
The effect on telecommunications prices 26%
Bonuses being paid to NBN executives 13%
17
Telstra’s participation in the NBN project 34%
NBN generally being uncompetitive 18%
How it impacts on telecommunication companies and broadband providers
18%
Alternatives to the NBN 17%
Telecommunication control over the infrastructure - what does this mean
14%
NBN not using local Australian technology firms in the rollout phase
10%
Pricing 53%
Competition 51%
People are reading about price related topics more than they are talking about them
Q4. What topics or issues are you reading about in relation to the NBN? (MR) Base = 1017
Delays in rolling out the NBN 31%
The unknowns around the NBN 22%
The limitations of the NBN 19%
The way the NBN will impact on our digital economy 13%
The NBN rollout in Wollongong 9%
The effects of the rollout on the environment 7%
Infrastructure 50%
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Pricing
“NBN Co has decided to suspend some of its charges to ISPs as the #NBN rolls out. A win for @simonhackett http://bit.ly/o71uf1” - @joshgnosis
“@Gwyntaglaw @wsj agree as long as it passes a rigorous cost benefit analysis unlike the nbn.” - @TurnbullMalcolm
“*pops champagne* NBN now has over 50 customers!! Total cost is now under $1 billion per customer. National building bargain basement styles.” - @cam_sinclair
“Currently I spend $119/mth on Telstra phone + TPG ADSL for 2/0.3 Mbps. Internode NBN (w/phone) = $79.95/mth for 12/1 Mbps. #bargin #nbn #fb” - @mcilvena
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Competition
“Telstra rolling out 4G this month. 4G can deliver internet speeds comparable to the NBN” - @123InternetAU
“Haven't seen anything yet about latest #NBN release: http://bit.ly/o9ZHke Does this go some way towards addressing @simonhackett's concerns?” - @Gwyntaglaw
“4G network soon to be available in Brisbane... another NBN fail. http://bit.ly/qgY2D0” - @drwasho
“Can 3G Broadband Compete With The NBN In Brunswick? http://j.mp/pIAN4g” - @vexnews
“Only 0.5% of Telstra’s shareholders voted against the #nbn deal” Breaking: Only 0.5% of Telstra’s share holders hate the future… - @greenat15
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Infrastructure
“Some of the very positive benefits of NBN with e-health demonstration in Kiama roll-out. http://t.co/VBqazPt #nbn” - @IEUNSWACT
“Shhhh, don't tell the anti-NBN crowd. Data transport via optics saves power and offers immense scope for tech ad... http://bit.ly/qkpSNH” - @gtveloce
“14 customers connected in Brunswick NBN and the Party celebrates. What an expensive joke. #auspol @Ross_Greenwood” - @captainbaldrick
“Medical assessments from home made possible by the #NBN http://on.fb.me/bgRWhe #broadband #ftth #Australia” - @AndrewHeslop“The NBN have published the 12 month rollout schedule as a PDF on their wedsite, seriously? What is this, 2007?” - @franksting
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Winning the communications battle in social media
32%
41%
36%
40%
Social media
Main stream online media
Positive Negative March 2011 August 2011 October 2011
18%
16%
32%
32%
Social Media
Main stream online media
16%
22%
25%
26%
Social Media
Main stream online media
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
16%
17%
25%
38%
Social media
Online omnibus
August 2011
Social media listening vs. conventional polling
Opinion against the NBN is almost identical. But proportion talking in favour of NBN on social media has declined.
Positive Negative
October 2011
18%
15%
32%
38%
Social media
Online omnibus
Q1. On balance, how do you feel about the National Broadband Network (NBN)? Base = 1,017
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Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Andre Fernando
Garth
Social media listening vs. polling Why are the results similar?
Why is negative sentiment so similar - is it purely by chance?
Jane Ike Heather
Ed
Beverly
Carol
Dianne Tweeter and Blogger
NBN=
Or do the results tell us something about how the opinions of influential people are transmitted through their social networks and across a digitally connected population?
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
- Extracting the meaning out of the noise
- Manual hours of data analysis - Privacy settings restrict
analysis - Not everything is discussed
online e.g. spicy breakfast cereal
- Online language is colloquial/slang and can be hard to track at time e.g. IAG = “its all good” on twitter
What we have learnt?
Weakness
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
- Large data sets across a broad range of sources
- Cost effective software - Easy to set up - Raw opinions there is no
agenda – able to observe rather than ask questions
- Real time insights - Location Based - Huge scope for analytics
What have we learnt?
Opportunities
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
8 key questions you should think about
1. Who’s doing the talking?
2. What are people saying?
3. Where do conversations
start?
4. Where do conversations go?
5. Who gets noticed?
6. Whose voice is the loudest?
7. Who do I need to engage?
8. How should I engage with
them?
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Q & A
Jess Whi>aker BuzzNumbers
Steve Nu>all Colmar Brunton
Sue York NewMR
Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)
Are Social Media and Research meant to be together? Case Study of the National Broadband Network
Jess Whittaker Product Evangelist BuzzNumbers Twitter @jessdoubleya
Steve Nuttall Managing Director Colmar Brunton @stevenuttall
Main Stage, November 3, 2011
Are Social Media and Research Meant to be Together? Case study of the National Broadband Network Steve Nuttall, Colmar Brunton and Jess Whittaker, BuzzNumbers
A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011