Using Social Media Data to Drive Business Decisions Online Conversation Research. March 14, 2013

Transcription

1 Using Social Media Data to Drive Business Decisions Online Conversation Research March 14, 2013

2 Welcome! Agenda Benefits and Methodology of Social Media Research What kind of data is available and how to use it Examples of research tools available The reality of what s involved in executing social media research Amy Marshall Social Media Strategy & COO, Columbus

3 Social Media Data can help figure it out

4 All over the internet people are sharing opinions, writing reviews, sharing experiences, tweeting about brands

5 Ratings & Reviews

6 Customer Feedback People are talking about all brands

7 Social Media Irony Consumers use social media to learn what to buy Brands use social media to learn how to sell

8 Social Media Monitor Listen Participate Watch competitors Look for new opportunities Monitor conversations Manage customer service Gather customer opinions Identify influencers Participate in conversations Build strong relationships Gather direct feedback

9 Social Media is a Large Focus Group Augment offline research such as phone surveys or focus groups, with social media conversation data

10 Social Media Data Why social media data can be efficient and accurate Eliminates the observer effect Eliminates self-selection Huge amount of information and samplings, fast

11 Social Media Monitor Listen Participate Analyze Watch competitors Look for new opportunities Manage customer service Gather customer opinions Participate in conversation Build strong relationships Product development Consumer messaging Measurement Monitor conversation Identify influencers Gather direct feedback Competitive intelligence

12 Social Media Data Research Methodology Identify online conversations about the brand, competitors and product or services Analyze the online channels, content Interpret the results into business goals and connections for and objectives trends and behavior

13 Research Plan Brand Competitor brands Partner brands Industry groups Product names/services Campaign names Events Industry terms

14 Top Level Social Media Data Available Volume of conversation Channels where conversations are happening Demographics gender, age Geography Top posters Influencers Top keywords Relational themes Sentiment Trends by social networks

15 Analyzing the Data Compare timeframes Pre and post campaigns Year over Year Identify influencers Brand advocates Relevant, influential posters Segment personas or target audience themes Keyword themes used Channels talking on Trend keyword themes Brand messaging or consumer messaging Campaign driven, consumer driven or media driven Sentiment Track targeted geographies Office locations Targeted campaigns Channels Different conversation themes by channel Message Map

16 Real Reports & Data

17 Report Examples Volume of conversation examples

18 Report Examples Channels

19 Report Examples Demographics

20 Report Examples Sentiment

21 Tools

22 Social Media Data Aggregation Tools

23 Types of Social Media Tools Monitoring Tools Google Alerts, Social Mention, NetVibes, Trackur, Viralheat, Lithium Technologies, Radian6, Sysomos Engagement Management Tools ArgyleSocial, SproutSocial, HubSpot, Hootsuite, Sysomos, Visible Technologies Conversation Research & Analysis Tools Radian6, Sysomos, Nielsen, Visible Technologies, Crimson Hexagon, Brandwatch

24 The Reality

25 The Reality of Social Media Research Search setups are critical Cleaning the data can be tedious Depending on the brands and goals, it can take a lot of time Can get sucked into the never ending data and segmentation options Interpreting the data into business outcomes and actions is a skill Need to analyze research on a regular basis

26 Questions? Amy (Social Media Intelligence)