The Relevance of Public Voices
Why the market researcher needs to pay attention to the new
unstructured frontier …social media
SM = consume + create + share
The excitement of new unstructured frontiers
Complexity of Social
Scott’sfoot print
ScottScott
Channel Expansion
More than 400 million active users
50% of our active users log on to Facebook in any given day
More than 35 million users update their status each day
More than 60 million status updates posted each day
More than 3 billion photos uploaded to the site each month
More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
More than 3.5 million events created each month
More than 3 million active Pages on Facebook
More than 1.5 million local businesses have active Pages on Facebook
More than 20 million people become fans of Pages each day
Pages have created more than 5.3 billion fans
How do I fit?
© Harris Interactive 5
Early
Experimenter Post-Trough Adopter
A journey to the relevance of unstructured data
When relationships don’t tell us why… “when they like our product but won’t
buy”
Making cacophony musical… “when a story emerges”
We like
Unlikely to Buy
Do we need to increase familiarity?
Is our brand to weak to convert?
When relationships don’t tell us why… “when they like our product but won’t buy
We like
Unlikely to Buy
We want to buy but procurement will not let us…
Corporate governance prevents us from considering …
Do we need to increase familiarity?
Is our brand to weak to convert?
When relationships don’t tell us why… “when they like our product but won’t buy
Making cacophony musical… “when a story emerges”
Making cacophony musical… “when a story emerges”
Text Analytics Child Categories Section 1 (original report) Section 2 (original report) Section 3 (original report) Section 4 (original report)
Account Mgmt - Communication
Account Mgmt - Knowledge & Expertis e A/ BR: Account Teams Viewed As Trus ted Advis ors Adding Strategic Value AM: Acct Mgr Adds Strategic Value
Account Mgmt - Local
Account Mgmt - Res pons ivenes s
Account Mgmt - Quality
Account Mgmt - Support RV: Empower Acct Mgr / Acct Team Support
Account Mgmt - Problem Res olution
Cons ulting Srvc - Value
Cons ulting Srvc - Offerings
Cons ulting Srvc - Knowledge & Expertis e
Contracts - Pos t-Sale
Contracts - Commitment
Contracts - Quality
Contracts - Value
Fulfillment - Commitment
Fulfillment - Speed
H ardware - Computers/ Laptops
H ardware - Improvements
H ardware - Innovation
H ardware - Printers
H ardware - Quality & Reliability PQR: H ardware Quality / Reliability
H ardware - Server
H ardware - Value
H ardware - OS
H ardware - Virtualiz ation
Relations hip Value - Executive Engagement RV: Add Value / More Executive Engagement ABR: Effective Executive Engagement
Relations hip Value - Local
Relations hip Value - Partnering
Relations hip Value - Communicate
Relations hip Value - Long-term View
Service & Technical Support - Flexibility & Res pons ivenes s S&S: Efficiency & Acces s ibility S&S: Prompt
Service & Technical Support - Quality
Service & Technical Support - Proactive
Service & Technical Support - Local
Service & Technical Support - Price
Software - Capabilities
Software - Quality & Reliability PQR: Software Quality / Solutions
Software - Improvements
Software - Value
Solutions - Quality & Reliability
Solutions - Value
Solutions - Comprehens ive
Solutions - Innovation
Solutions - Adaptive
Solutions - Price
G en - Pric ing Improve TCO / Reduce Prices H elping Manage TCO
G en - Value PCV: Solutions Offer Compelling ROI PCV: Services Deliver Meas urable Value
Integrated Solutions - H ardware
Integrated Solutions - Software
Integrated Solutions - H ardware & Software
Integrated Solutions - G eneral IS: Integrated Solutions Reliability IS: Deliver Promis ed Benefits IS: More Integrated Solutions IS: Seamles s Integration of Solutions
Eas e of Doing Bus ines s - Fewer Silos / Less Bureaucracy EODB: Fewer Silos / Les s Bureaucracy EODB: Act Cohes ively EODB: G lobal Cons is tency
Eas e of Doing Bus ines s - Owners hip / Follow-through EODB: Owners hip / Follow-through RV: Proactively Propos e Solutions
Eas e of Doing Bus ines s - Flexibility & Res pons ivenes s EODB: Flexibility and Res pons ivenes s
Eas e of Doing Bus ines s - Simplify Proces s es (Pric ing, Quoting, Ordering, Invoicing, Contracts , Terms )
EODB: Simplify Proces s es (Pric ing, Quoting, Ordering, Invoic ing) EODB: T&Cs ; Quote TAT; Invoice Clarity EODB: Contract Proces s
U nders tanding Bus ines s N eeds U BN : Bus ines s U nders tanding U BN : Ability to U nders tand Critical Succes s Factors / Priorities
Cus tomer Communications & Education - Provide Roadmaps Communications : Roadmaps Enable Planning
Cus tomer Communications & Education - Provide Training, Seminars , Education
Cus tomer Communications & Education - G eneral Communications : Effective Communications
Depth & Breadth of Technology Portfolio TPK: Breadth & Depth of Technology Portfolio
Technology Experience & Expertis e TPK: Knowledge, Expertis e & Experience
Brand, Pres ence & Credibility TPP: Brand, Pres ence and Credibility
G lobal Coverage - Account Mgmt
G lobal Coverage - Solutions G C: Addres s G lobal N eeds G C: G lobal Capabilities
G lobal Coverage - Support & Technical Service
Text Analytics
Child Themes
Matching Unique and Redundant Themes from Original Analysis
Classification Tree
Brand Credibility
Experience and
Expertise
Ease of Doing
Business
Integrated Solutions
Breadth of Technology
Portfolio
Understand Specific Business
Needs
Story emerges from the conversations…
Top Mind: Coherent Issues Emerge
The Big Issues Surrounding Social Media Analysis
Cost Myth Should be a fraction of the cost of traditional survey research
Accuracy Myth Most mining software can accurately identify content and
sentiment
Scope You can find anything you need on the ubiquitous Web
Representativeness Online sources reflect the voice of the market
SM = consume + create + share
SourceClassificationSentimentVolumeTimeInfluence
Build
ing
Block
s of S
ocia
l Med
ia A
nalysis
Research Questions
SourceClassificationSentimentVolumeTimeInfluence
Where are the conversations occurring?
What are people talking about?
How many people are talking?
Is the conversation changing?
Who leads the conversation?
Are conversations negative or positive?
Business Questions
SourceClassificationSentimentVolumeTimeInfluence
What channel should I target?
Can I align messages to market interest?
Can I prioritize the top mind share?
What issues are gaining momentum?
Can I target the opinion leaders?
Can I amplify positive reaction?
Data CollectionTrends:
400+ solutions
Convergence
Specialization
What to watch out for:Harvesting capability
Targeting capability
Spam controls
Full Feed – use of aggregators
Text Analytic Tools Trends:
60+
Specialization: domains and calls to action
Processing Options Natural Language Processing
Machine Learning
Entity Extraction
What to watch for: Auditing
Rule building
Clustering
Sentiment tuning
Addressing the Big Issues
Cost Front loaded costs – but expect savings down the road
Accuracy MythBest in class analytics and auditing ensures higher levels of
accuracy
Scope Limits of TOM - there is still a role for traditional research
Representativeness Full feed is critical – but hard to manage
Should researchers embrace social media?