Annie pettit listening - 2011

Annie Pettit, Conversition Strategies, Canada NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

@LoveStats

A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011

The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org

The copyright for this material is jointly owned by The Future Place and the presenter.

‘Quick and Dirty or Slow and Careful: Social Media Data Speaks’ Annie PeRt, Phd Conversi*on Strategies, Canada


@LoveStats

Quick and Dirty or Slow and Careful:

Social Media Data Speaks

Annie Pettit, Phd Chief Research Officer

Conversition Strategies: Social Media Research by Researchers for Researchers

NewMR Virtual Festival Listening is the New Asking, Feb 2011


@LoveStats Social Media Research Myths

Easy: Anyone can do it with minimal resources or training

Fast: The internet is instant and Twitter is

more instant


@LoveStats

•  Target BUT NOT –  Above target –  Below target –  Easy target –  Likely target –  Main target –  Profit target –  Real target –  Stock target –  Target acquired –  Target demographics –  Target group –  Target market –  Target date

Keyword vs Brand Search Keyword Search •  Target •  Gap •  Apple

Brand Search


@LoveStats

Choose the Brand Search

47.8%

40.3%

28.2% 31.6%

26.0% 28.4%

7.0% 5.2% 5.8%

14.4% 11.5%

9.0%

0%

20%

40%

60%

Target Gap Apple

Box Scores for Clean/Dirty Dataset

T2B Clean T2B Dirty B2B Clean B2B Dirty

It takes just minutes to set up a keyword search but much longer to set up a brand search. Are conversations 47% positive or 31% positive?

Correct

Incorrect


@LoveStats Brand Name vs Brand Slang

Brand Name •  McDonalds •  Walmart •  Jennifer Lopes •  Lindsay Lohan •  Walmart •  Starbucks •  Tim Hortons

Brand Slang •  McDonalds AND

–  McD and Golden Arches and Mickey D and MickeyDee

•  Walmart AND –  Wally World and Walfart and

Walbarf and Walmarx and Walqaeda and Waltard


@LoveStats

Choose the Name and the Slang

9%

15%

49%

32%

40%

28% 32%

9%

17%

7%

0%

10%

20%

30%

40%

50%

American Idol AmericanIdol AI10 #AI10 Idol

Box Scores for Subsets of Data

Top 2 Box Bo_om 2 Box

If you don’t collect all components of the data, you will collect a skewed portion of the data. Are conversations 9% positive or 49% positive?


@LoveStats How Much Pie?

One Slice Please •  Twitter’s so quick and

easy, I’ll just grab my data from there.

•  I’m already a Facebook fan so I’ll read the data there.

Many Slices Please •  I’ll have slice of Twitter

and Facebook and Flickr and …


@LoveStats

Choose Every Pie

29%

35%

25%

38%

26%

38% 36%

25%

9%

15% 15% 12%

8%

19%

0%

10%

20%

30%

40%

50%

Microblogs Blogs Video Photo Commen*ng Q&A News

Box Scores for Sources of Walmart Data


If you don’t collect data from everywhere, you will collect a skewed set of data. Are conversations 25% positive or 38% positive?


@LoveStats Blue, Blue, My World Is Blue

Character Phrases •  Blue •  Gray •  Orange

Contextual Phrases •  Blue but NOT

–  blue ray –  Blue Cross –  Blue Shield –  Jet Blue –  Blue collar –  Bluejay –  Blueprint –  Bluetooth –  Winter blues –  Blue Thumb –  Out of the blue


@LoveStats

Code ONLY Brown

33%

51%

43% 43%

30% 28%

21% 17%

4%

12% 10%

22%

28%

21%

-‐20%

0%

20%

40%

60%

Brown (Any) Jackson Brown

Mae Brown

Charlie Brown

Chris Brown

Joe Brown

Les Brown

Box Scores for Various Browns


If you don’t code the data correctly, you might as well not code at all. Are conversations about the color brown 33% positive or 51% positive?


@LoveStats Choose One

Quick and Easy •  Incorrect dataset •  Incomplete dataset •  Incomplete sources •  Confounded variables •  4 known confounds

= low quality results

Slow and Difficult •  Correct dataset •  Complete dataset •  Complete sources •  Quality variables •  High quality results

Hint: Choose this one


@LoveStats

Thank you Annie Pettit Phd [email protected] Conversition Strategies Social Media Research By researchers, For researchers


@LoveStats Q & A

Annie PeRt Conversi*on Strategies

Ray Poynter The Future Place


@LoveStats Annie Pettit, PhD

Read my blog h_p://www.conversi*on.com/blog h_p://lovestats.wordpress.com

Follow me on Twi_er h_p://twi_er.com/conversi*on h_p://twi_er.com/lovestats

Friend me on Facebook h_p://facebook.com/anniepeRt

Link with me on LinkedIn h_p://ca.linkedin.com/in/anniepeRt

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Annie pettit listening - 2011

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