Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

A  Presenta*on  from  The  Fes*val  of  NewMR  –  Training  Day  

3  December  2012  

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5  Tips  for  Great  Social  Media  Research   Annie  PeCt,  Conversi:on      

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

5 Tips for Great Social Media Research

By Annie Pettit Chief Research Officer

@LoveStats @Conversition

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Have a Research Objective

•  Traditional Research

–  Usage and Attitudes

–  Segmentation

–  Brand/Ad Tracking

–  Custom Research

1  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Social Media Research Objective

“Lemme see whuchu got”

NOT an objective

IS a recipe for failure

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Actionable Research Objectives

•  Do consumers like the ad we just launched on television?

•  Do consumers like the features of my product?

•  Is Facebook a good place to advertise my product?

•  Should I develop my product in a larger size?

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Know What Brands Will Work 2  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Revenues>$25 billion •  Berkshire Hathaway •  McKesson •  AmerisourceBergen •  Archer Daniels Midland •  Wellpoint •  INTL FCStone •  Lockheed Martin •  Express Scripts •  Hess •  Ingram Micro

Hard for unknown companies to research their own brand

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

•  Johnson  &  Johnson  

•  PepsiCo  

•  Merck  

•  Unilever  

•  Dupont  

Hard for untalked about companies to research their own brand

8

What  exactly  do  they  make?  

I  prefer  to  chat  about  Lipton  

I  prefer  to  chat  about  Clari*n  

I  prefer  to  chat  about  Neutrogena  

I  prefer  to  chat  about  Pepsi  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

•  Annie’s Bakery •  Joe’s Corner Store •  Little Rock Tackle Shop •  Lexington Spa and Nails •  Jacksonville Coffee Stop •  Rockland Best Ice Cream Shoppe

Harder for local/small businesses to research their own brand

9

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Large consumer facing companies can measure anything

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

What is a large consumer facing company?

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Remember Research Basics 3  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Large Sample Sizes

Example 1

•  Men = 49.9% in favour •  Women = 50.1% in favour •  Sample size = 2 million •  p<0.005 (This is statistically

significant)

0  

10  

20  

30  

40  

50  

Women   Men  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Small Sample Sizes

Example 2

•  Men = 63% in favour •  Women = 37% in favour •  Sample size = 20 •  P>0.05 (This is NOT statistically

significant) 0  

10  

20  

30  

40  

50  

Women   Men  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Be Prepared to Lose Research Basics 4  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Female,  White,  Not  Hispanic,  No  children,  Graduate  Degree,  Owns  a  home,  Country  

Male,  White,  Hispanic,  3  children,  Graduate  Degree,  Owns  a  condo,  city  

Cannot identify geo/demographics

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Collaborate 5  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

The Mickey Mouse Triad of Excellence

Online  Surveys  

Mobile  Research  

Social  Media  Listening  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

The Mickey Mouse Triad of Excellence

Online  Surveys  

Mobile  Research  

Social  Media  Listening  

Get  census  rep  here  

Get  instant  in  store  experience  here  

Get  unsolicited,  unaltered  consumer  voice  here  

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Have a research objective

Understand which brands can use listening research

Don’t forget your research basics

Be prepared to lose some research basics

Collaboration is your friend

The Five Tips

1 2

3 4

5

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Thank you

Annie Pettit Conversition

Annie Pettit, Conversition, Canada Festival of NewMR 2012 - Training Day - Session 2

Annie Pettit

Read  Annie’s  blog  @  hSp://lovestats.wordpress.com/  Follow  Annie’s  tweets  at  @  hSp://twiSer.com/lovestats  Connect  with  Annie  on  LinkedIn  @  hSp://ca.linkedin.com/in/anniepeCt    Find  out  about  Annie’s  book  at  @  hSps://lovestats.wordpress.com/book/