Innovation Fellowship Final Assessment

Transcription

1 CENTER FOR TEACHING EXCELLENCE Innovation Fellowship Final Assessment Digital Media Monitoring & Insights Finding Consumer Truths with Social Media January 14, 2013

2 Digital Media Monitoring with Radian 6 Innovation Fellowship PROJECT OVERVIEW/RECAP. Project Title: Project Topic: Finding Digital Consumer Truths with Social Media Social Media Monitoring and Consumer Insights via Radian6 Social media listening is emerging as the next frontier for qualitative researchers it is also emerging as a source of consumer insights in market research departments. Social media data is qualitative data on a quantitative scale. Listening involves the mining of that data for insight on the effectiveness of marketing initiatives; the identification of consumer segments, category/brand issues, unmet needs, and/or whitespace gaps; inspiration for product positioning and advertising; and so much more. Market Research Bulletin on 6/23/2011 *************************************************************************************************************** The Marketing Communication department procured an in- kind gift (worth $7,600 annually) with Radian6. Radian6 is a social media tool and engagement technology platform monitoring public perceptions of an array of brands through metrics, measurement, sentiment and analytics reporting. Current Radian6 clients include marketing agencies (e.g., Ogilvy, Golin Harris, DraftFCB, Edelman and more); as well as brands like: Clemson University, Pepsi, L Oreal, the American Red Cross, Intuit, Cirque du Soleil, KLM, Shazam and more. Prior to the CiTE Innovation Fellowship, the department s relationship with Radian6 thus far has been limited to a few teleconferences and webinars for training. Radian6 is a rich and incredibly complex resource, offering many layers of information. However, the learning curve is intense. It is a veritable treasure trove of information including hard data and just as valuable softer information like: photos, videos, quotes, conversations surrounding blog comments, retweets, etc. Therefore, thanks to the CiTE Innovation Fellowship, we created custom tutorials for faculty and students to master this cutting edge technology. These videos were first reviewed with faculty, full and part time. Then, faculty members were encouraged to review the tutorials with students during appropriate projects. Videos were available online via a dedicated YouTube channel. A total of five classes ( Introduction to Advertising 1 section; Intro to Research 1 section; Advertising Workshop two sections and Campaign Practicum, our capstone competition advertising class) participated. In addition, several full time and adjunct faculty members representing the Marketing, Advertising and Public Relations concentrations began exploratory investigations into Radian6 for professional development purposes. Our Radian6 video tutorials were also showcased in a half- day in- service training session for the adjunct advertising faculty.

3 CHANGES TO THE PROJECT PLAN 1. The project involved more video content creation than originally anticipated. A total of eleven different videos were created, including: Introduction to Radian6 Setting Up a Topic Profile Brand Comparison Quantitative Analysis Brand Comparison Qualitative Analysis River of News Conversation Cloud Topic Trend Widget Exporting/Downloading Reports Practice Challenge 1: Trending part one Practice Challenge 2: Trending part two Practice Challenge 3: Trending part three 2. In addition, even though six classes participated, some interesting and unexpected changes occurred in participation levels. The complexity level was a bit too much for the introductory students and the competition class was required to utilize alternative tools, provided by the competition client as well. Therefore, our student measurement data is not as rich as we might have anticipated quantitatively. However, additional qualitative feedback was provided via course evaluation open ended feedback. 3. Lastly, the project evolved into more of a professional development tool than originally anticipated. The Radian6 video tutorials took on the role of teaching the teacher and helping ensure our more established adjunct and even some full time faculty had increased exposure to one of today s cutting edge social media listening tools. IMPLEMENTATION PROCESS The Radian 6 pilot video tutorial program unfolded as follows and as originally planned, in terms of timing. Project Activity Innovation Fellowship awarded Radian6 Workshops/Tutorial Advising Script & examples developed Live test drives of tutorials faculty/students Script & examples reworked for tutorials Tutorials recorded and uploaded Classroom pilot sessions begin & measured Innovation Project Assessment Deliverable Timing May 2012 July 2012 August 2012 September 2012 October 2012 November 2012 December 2012 January 2013 In addition, there were the aforementioned one on one work sessions orientating faculty members to the video tutorial series and the in- service adjunct workshop unexpectedly planned.

4 ASSESSMENT FINDINGS Students were asked to voluntarily take a survey after watching the Radian6 Tutorials. 16 students have completed the surveys thus far. However, we will continue to administer the survey during future courses that utilize the tutorials. Additional student comment: Every time I had an issue, I'd refer back and they really helped

5 Additional Student Comments: Very clear- - all the graphics and watching the tutorials really clarified the system for me. The videos really helped clarify how to use each widget and obtain quantitative and qualitative data. Yes, and Kevin stop hating your own voice! Additional Student Comments: Having Peg and Kevin at home with me was great! Kevin and Peg were funny. They should have their own show.

6 Additional Student Comment: So much information and usage, it might be beneficial to have a course on it.

7 ASSESSMENT CONCLUSIONS Overall, students found the videos relevant, understandable and watchable. The Marketing Communication Department should develop other industry- standard videos including: Spectra, MRI+, Cision and additional Radian6 tutorials. The MCD curriculum committee should determine what courses such tutorials should be introduced and which advanced courses should be comprehensively utilizing the research (with video reminders). NEXT STEPS/LONG TERM EXPECTATIONS Continue to utilize Radian6 tutorials in our courses and expand to additional courses - Use Introduction video in Intro courses - Use rest of series in Mid- Level and Advanced Courses Ensure all students that watch tutorials take the follow- up survey in order to expand our results and modify videos as needed. Develop additional tutorials utilizing other industry- standard research databases as aforementioned.