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Social Media Research
Using online communities and web listening to create a social media research strategy
Our Purpose is to be the leading digital market research
specialist by connecting market research
expertise to state of the art technology.
We are passionate about innovation and in bringing
consumer conversations to organisations, helping
clients understand how they can better serve customer
needs enabling business success through better
insights based on science and data analysis expertise.
©2011 Digital-MR All Rights Reserved
Contents
Social Media Research
Active Web Listening
Private Online Communities
For your company do you have the answers
to these questions:
How does Social Media Research fit into the wider picture?
What makes Social Media Research different from other market research disciplines?
Where to start with Social Media Research & Marketing?
How can Social Media Research be used to amplify existing plans?
How do my marketing objectives impact my choice of media, sample source and data collection method?
©2010 Digital-MR All Rights Reserved
©2011 Digital-MR All Rights Reserved
Where are you on the curve and where do
you want to go?
Source: www.collectiveintellect.com
Active Web Listening Harvesting conversations from the internet and analysing sentiment
Increase engagement that leads to Sales
New product development
Shape and sharpen messaging
Improve existing products
Discover new customers
Invite customers to join online communities
Understand mindsets
Rebrand or reposition
Address public issues
Manage reputation
Provide customer care
Increase loyalty and customer value
7
Business Applications of Web Listening
Levels of Web Listening
Quick reads of Individual
comments, Manual classification,
Alerts
Dashboards, Media
Planning, SEM, PR
Analytics, Actionable business insights
Social Media
Monitoring
Social Media
Research
Search Based
(Buzz)
©2010 Digital-MR All Rights Reserved
Bu
sin
ess V
alu
e
A Drill Down Example from Banking (5 drill-down “avenues”)
Level 2. Brands
within Feature
Level 1.
Feature Ranking
Level 3.
By Source
Brand ranking
Within Customer Care
HSBC
Within Customer Care
By source
Top 8 features
for banking
Level 4. Sentiment
of brand within
feature on specific
source
Level 6.
Individual Post
Level 5. List of
Posts
The Drill Down cont.
All Negative Comments
on Uswitch.com for
HSBC’s Customer Care
The negative post of
Katquin82 On Uswitch
From 27/01/10 read
by 98 people
Sentiment for HSBC’s
Customer Care on
Uswitch.com
©2010 Digital-MR All Rights Reserved
A New Force for Business Insights
Private Online Communities (POCs)
For Co-creation & Advocacy
POC Activities & Engagement Tools (in any language)
100-500 Members in a Community: your extended marketing team for Co-creation
Active Web
Listening
1. Online Chat Groups/
2. IDIs/pairs & triads
3. Bulletin Boards
4. Online Ethnography
5. Online Stimuli
Evaluation
6. Video Clip Evaluation
Polling
1. Online Chat Groups
• [Wed 28 Apr 2010
04:09:04 AM EDT]
P it was in a
business meeting,
just thought he
could qualify and
talked about them.
• [Wed 28 Apr 2010
04:09:07 AM EDT]
C when I was their
client
• [Wed 28 Apr 2010
04:09:33 AM EDT]
A: It happened in
one of our bank
visits at the London
Branch”
Participants (5)
The moderator can be seen and heard The participants type their answers
The questions will also be shown visually
2. Online in-depth Interviews, pairs or triads
• Interview duration 30-60 minutes, all use audio and video
• web cam and computer microphones & speakers or headsets used
• Visuals can be shown, or simply the questions asked
• A whiteboard can be used
Asynchronous technique
Can last 1-2 weeks
Is moderated
Can be Consumer driven
Unbiased associations
Stimuli evaluation
Participants can upload photos
15-25 participants
3. Forum/Bulletin Board Discussion
This approach gives the opportunity to participants to respond when convenient. It also gives them the opportunity to discuss and interact among themselves.
4. Online Ethnography - Video/Photo Diaries
With the help of web-cams or mobile devices Video Diaries are used to collect observational information combined with commentary from the research subjects
It is faster, cheaper and better (less obtrusive) than traditional ethnography
Based on social anthropology techniques, ethnography involves observing participants in their natural settings combining the findings with other data gathering methods
We utilize web technologies to take Ethnography to the next level
Ideal for deep consumer insights and consumer driven product innovation
4. Online Ethnography - Global Trend Hunters
• 5-10 young trendy opinion leaders per country o Early adopter mindset o Visionaries o Creating or Riding trends
• Based in Capital city possibly plus one major city
• Use smartphone or other camera to record video and take photos
• Upload something from their daily lives every week on a custom platform
• Further interaction with online community possible
5. Online Stimuli Evaluation
Community members can highlight areas on images in red for
negative and green for positive and enter comments.
Comment
Box
6. Video Clip Evaluation
Community members can and post comments about specific parts of the video clip .
©2010 Digital-MR All Rights Reserved ©2010 Digital-MR All Rights Reserved
Contact:
Michalis A. Michael [email protected]
9 Coldbath Square :: London :: EC1R 5HL :: UK Mob +44 (0) 7515710370
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