Poynter lesson 5
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This document outlines a lesson on social media research. It discusses what social media research is, both qualitatively and quantitatively. Qualitative approaches covered include ethnography, netnography, and analyzing conversations on sites like TripAdvisor. Quantitative approaches include using tools to measure metrics like volume, trends, and sentiment from social media data. The document also covers ethics considerations and using both surveys and social media data for research. Students are assigned to read a textbook chapter on social media research and analyze a TED talk presenting data stories for the next class.
Poynter lesson 5
- 1. Marketing Research & Social Communication Lesson 5 Social Media Research Ray Poynter 1Ray Poynter, Marketing Research & Social Communication, 2015
- 2. Agenda 1. What is social media research? 2. Qualitative social media research 3. Quantitative social media research 4. Sentiment analysis 5. Ethics overview 6. Quiz and assignment for next week Ray Poynter, Marketing Research & Social Communication, 2015 2
- 3. Using Social Media & the Web 1. ESOMAR? 2. Ray Poynter? Ray Poynter, Marketing Research & Social Communication, 2015 3
- 4. What is Social Media? Very hard to define with precise definitions But, “I know it when I see it” Ray Poynter, Marketing Research & Social Communication, 2015 4 • Facebook • Twitter • LinkedIn • Blogging sites • Video uploading sites • Discussion & chat sites
- 5. What is Social Media Research? Narrow Definition • Quant and Qual • Using naturally occurring conversations to conduct market research • Usually the research is into non-Social Media topics such as advertising, customer satisfaction, brand awareness etc. Broad Definition • Qual and Quant • Everything in the narrow definition • Plus – Research into social media – Using social media to recruit respondents – Creating discussions and tasks in social media – MROCs and communities Ray Poynter, Marketing Research & Social Communication, 2015 5
- 6. Strengths and Weaknesses Strengths • Not based on artificial questions, e.g. surveys and focus groups • Genuine conversations between real people • Not limited to the agenda of brands and organisations • Answers questions that were never asked Weaknesses • Not everybody uses social media • Are people who they say they are? • Only works for high profile brands and topics • Does not answer many of the questions that brands and organisations want to ask Ray Poynter, Marketing Research & Social Communication, 2015 6
- 7. Nivea Black & White Clear Ray Poynter, Marketing Research & Social Communication, 2015 7 https://www.youtube.com/watch?v=yol6h-3nbTc
- 8. Nivea Black & White Clear Social Media Research – Discovered the scale of interest and concern in Yellowing of White clothes and White stains on Black clothes Traditional Market Research – Tested the name, pack, ad, price and message Ray Poynter, Marketing Research & Social Communication, 2015 8
- 9. Qual Approaches Ray Poynter, Marketing Research & Social Communication, 2015 9 Unstructured data, collected to help understand meaning
- 11. Four Steps to Insight 1. Understand the client’s needs 2. Find the discourse 3. Analyse the discourse 4. Synthesise the needs and the analysis
- 12. VIP Slots at Next
- 13. Trip Advisor Ray Poynter, Marketing Research & Social Communication, 2015 13
- 14. TripAdvisor – the Numbers Ray Poynter, Marketing Research & Social Communication, 2015 14
- 15. TripAdvisor – the Words Ray Poynter, Marketing Research & Social Communication, 2015 15
- 16. TripAdvisor – Good & Bad Ray Poynter, Marketing Research & Social Communication, 2015 16
- 17. Ray Poynter, Marketing Research & Social Communication, 2015 17 2007 7,914,098 plays 8,052 comments
- 18. Ray Poynter, Marketing Research & Social Communication, 2015 18 https://youtu.be/TnzFRV1LwIo
- 19. Quant Approaches Ray Poynter, Marketing Research & Social Communication, 2015 19 Using algorithms to convert social media activity in to numbers and measurement
- 20. Nokia’s Decline Google Trends, UK data https://www.google.com/trends/
- 21. Beer in Japan, by Year Ray Poynter, Marketing Research & Social Communication, 2015 21
- 22. c
- 23. Brands on Twitter Ray Poynter, Marketing Research & Social Communication, 2015 23 Social Bakers - http://www.socialbakers.com/statistics/twitter/profiles/japan/brands/
- 24. Social Media Research Ray Poynter, Marketing Research & Social Communication, 2015 24
- 27. Counting
- 28. Sentiment Analysis Ray Poynter, Marketing Research & Social Communication, 2015 28 Positive Positive Negative Neutral
- 29. Processing Social Media Ray Poynter, Marketing Research & Social Communication, 2015 29 500,000 comments Human Sample Hybrid Sample then Census Machine Census At the moment, humans are more accurate than machines, but machines are faster and cheaper.
- 30. Sample and Population Ray Poynter, Marketing Research & Social Communication, 2015 30 Sam ple Population
- 32. Content Analysis Ray Poynter, Marketing Research & Social Communication, 2015 32 Comments on Park Hyatt, from TripAdvisor
- 34. Ibis, All Seasons, Novotel, Sofitel …. Integration Surveys and Social Media 4000 Accor Hotels 12000 competitor hotels Global dashboard 40 country dashboards 4000 hotel dashboards
- 38. Ethics 1. Guidelines 2. Causing offence 3. Marketing and MR 4. Confidence in the results
- 41. Big Picture 1. Social media research is an additional method of conducting research 2. Social media research can be qual or quant, or both 3. Key themes are: Volume, Trends, Sentiment, Influence and Content 4. Ethics are just as important with social media research Ray Poynter, Marketing Research & Social Communication, 2015 41
- 42. Before Next Lesson 1. Read Chapter 9 of the Textbook – Social Media Research 2. Watch this TED video with Hans Rosling (http://bit.ly/NewMR_100). At the lesson I want you tell me the main story that Hans Rosling is telling with data. Ray Poynter, Marketing Research & Social Communication, 2015 42
- 43. Questions? Ray Poynter, Marketing Research & Social Communication, 2015 43
- 44. Quiz Lesson 5 Ray Poynter, Marketing Research & Social Communication, 2015 44 Please complete the quiz sheet Put your name on the sheet
Editor's Notes
- #13: Other sources included mumsnet
- #37: Working with Accor, we have developed a Customer Satisfaction Index which looks at the percentage of positive versus negative sentiment verbatim published about a hotel each month. This is an easy way to benchmark each hotel’s customer experience with that of their four nearest competitors. We also synthesise the structured scores provided on third party review websites such as Booking.com and Expedia (which all use different scoring methods) into one score out of ten to enable clear benchmarking and measurement against customer satisfaction KPIs.
- #38: http://mystarbucksidea.force.com/home/home.jsp Software by Salesforce.com
- #41: On October 12 Wall Street Journal reported that Nielsen had been caught ‘scraping’ PatientsLikeMe and selling the information to Nielsen’s clients. [http://online.wsj.com/article/SB10001424052748703358504575544381288117888.html] In the report in the WSJ one member commented “I felt totally violated”. Others have written that the PatientsLikeMe own model is not particularly nice since it collects and sells members information, suggesting that the issue was PLM were complaining that Nielsen has got the information with paying PLM [http://www.bnet.com/blog/drug-business/patientslikeme-is-more-villain-than-victim-in-patient-data-8220scraping-8221-scandal/6113]