Social Media Research
Introducing the LEI™ process
We are a leading one stop solution supporting all the major activities of market research services. E2E combines quality, experience, turnaround time along with latest technology to deliver the results as expected from the clients.
We differentiate ourselves from other outsourcing firms, with client and project specific optimized processes and complete focus on quality deliverables
• Innovation • Top class quality• Significant value• Derive and optimize processes• Adapt new technology• Honor time• Lend end to end services• Global Coverage
Introducing E2E
What is social media Fragmented and largely unstructured
Data Sources
Generally seen as a one way, listening medium
Constrained by the dynamic of social media technology suppliers
Challenges for Research
• The social media market is growing exponentially both in terms of user number and platforms
• Therefore the engine used to monitor and listen into these platforms are constantly evolving
• The data is moving beyond just text into pictures, text and video
• The largest challenge with any project is filter and reduce the level of noise from the river of posts
• Therefore where we are unable to get the level of detail we like the we download data and continue to completed work analytics.
• With so much data picking the appropriate qualitative and meaningful views that are driving the sentiment and the engagement score
• Filter the sentiments and perform the analysis for a given brand
So what do we have listen to
Sources are growing exponentially Blogs
150 Million plus
User Forums, Message Boards & Review sites Over25,000
Videos and Online Images Roughly 95% of all online video contents panning more than 450 video sites Flickr
Online Mainstream Media Over30,000 sources comparable to that of Google news
Micro Media and Voting Sites Twitter Friendfeed Del.icio.us Digg–voting site Pinterest Facebook now at 900million users
Additionally, sources can be augmented by including specific URL’s
Social Media Research Model
1• LISTEN
2• ENGAGE
3• INTERPRET
The LEI™ Process
Three Stages
• Identify the Marketing objective
• Translate into listening objectives
• Define listening parameters
• Identify the sources of data collection
• Engage respondents identified by recruiting them or through online discussions
• No Room for professional survey takers
• Integrate with other client data or a custom research study
• Follow client blogs & continue engaging activity
• Interpretation of data patterns and Insights
• Analyze the data collected through custom research
• Longitudinal Analysis, analysis of relationship, text and semantic analysis, sentiment analysis
Listening Approach
Our start point is to listen and engage with your brand promoters online. We do this by:
Collecting data available across the online media.
Identify the competitor, the crowd, the influencer
Collect real time listening to the conversations on the blogs, opinions, discussions, social networking sites, p2p media, micro media etc.
Look to identify the drivers and influencers of the market and segment
Define an approach strategy for the individuals to be be approached
Determining Boundaries
Geography and Language Ability to segment conversations by geographic market and language
LanguagesEnglish, French, German, Spanish Italian, Russian, Simplified Chinese, Finnish, Swedish, Dutch, Japanese, Portuguese and Korean
Coverage of Sources
Real Time Updating
Buzz and Conversations
Use text analytics to identify trending subjects
Tracking Change
CORRELATION OF INCREASE IN BUZZ CAN BE IDENTIFIED
INCREASE IN BUZZ ON CNBC OVER A PRODUCT (SERMO)
Real RelReal time dashboards
In project feedback helps identify early insights and change in process if required
Engagement
Communities
Engagement
Blue Tooth Headset Manufacturer
Objective
Blue‐tooth device manufacturer wanted to listen for opinions ,ratings and evaluations of product features and key brands of blue-tooth headsets
• Listening Solution
Longitudinal listening platform set up to monitor and extract discussion ,sentiments and evaluations from most active sites
• Insights and Implications
Sound quality, Battery life and Fit/Looks top 3 features discussed
Client’s brand leads in Fit/ Looks, lags in performance features- notably sound quality
Credit Card Issuer
Objective
Evaluation of credit cards owned and perception of competing cards in emerging growth markets.
• Listening Solution 30-day listening platform, content and tone of
comments, specific delight and/or frustrations, WOM recommendations
• Insights and Implications Discrepancy between what companies promised
and what customers perceived companies delivering single biggest source of dissatisfaction
Implications for customer service and product features/ benefits communicated
Social Media Summary
It now can be more than a one way listening medium
Needs a mix of new listening skills with some heritage and some new methodologies such as communities, online and mobile research
E2E Research
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