Leveraging Social Media to Measure What Your Audience is Saying About You

Annie PettitAnnie PettitCROConversition

Sean CaseSean CaseSVPPeanut Labs

Leveraging Social Media to Measure What Leveraging Social Media to Measure What Your Audience is Saying about YouYour Audience is Saying about You

Leveraging Social Media Leveraging Social Media to Measure What Your to Measure What Your Audience is Saying about YouAudience is Saying about You

Social MediaSocial MediaSocial MediaSocial Media

Social Media StateSocial Media StateSocial Media StateSocial Media State

LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August 2009

Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.

More than 250 Facebook applications have over a million combined users each month

Wikipedia currently has in excess of 14m articles written by it’s 85,000 contributors in 10 different languages

YouTube hosts over 300 million videos (with 500,000 uploaded each day)

38% of bloggers post brand or product reviews

More than 700,000 local businesses have active pages on Facebook

Towards the end of last year, the average number of tweets per day was over 27.3m

The average number of tweets per hour was around 1.3m

Flickr hosts more than 4bn images

Purpose-built Facebook pages have created more than 5.3bn fans

There are now 11m LinkedIn users across Europe

Approximately 225.4 million Internet users visit Wikipedia on a daily basis

85 million+ unique individuals access YouTube per month

At the current rate, Twitter will process almost 10bn tweets in a single year

Executives from all Global 1000 companies are LinkedIn members

There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook

Google runs thousands and thousands of servers worldwide, processing over 1000 terabytes of user-generated data each hour. This is equal to about half of all of the academic research libraries in the United States

Source: Wikipedia

70% of bloggers are organically talking about brands on their blog

Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).

96% of 18-21 year olds are on a social network

78% of 18-21 year olds trust the opinions of others about products / services rather than traditional advertising

Why Should You Care?Why Should You Care?Why Should You Care?Why Should You Care?

Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.

Social Media for BusinessSocial Media for Business

75% surveyed have a company page on a social network

61% use social media for identifying and attracting

57% built a network through sites such as LinkedIn

45% expect social media to be profitable in next 12 months

Do you have a company page on LinkedIn or Facebook?

Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.

The use of social media for business has doubled 12% to 24% in the past year. Of this…

Social Media for Market ResearchSocial Media for Market ResearchSocial Media for Market ResearchSocial Media for Market ResearchSocialVoice: Enabling Researchers to Ask and Listen

BackgroundBackground

Some TV shows fail

Some TV shows thrive

All cost

Describe

Predict

Save $

ProblemProblem

MethodsMethods

Social

Research

Methods

AnalysisAnalysis

Social media research analysis

is the same as

Survey research analysis

DWTStars

Gossip Girl

One Tree Hill

Accidentally

Numb3rsGhost WhispJersey Shore

Ugly Betty

Dance CrewChristineCougar Town

30 Rock

Desperate HW

Volume Volume

Monitoring highlights overall Monitoring highlights overall performanceperformanceMonitoring highlights overall Monitoring highlights overall performanceperformance

Research can start with VerbatimsResearch can start with Verbatims30 Rock30 RockResearch can start with VerbatimsResearch can start with Verbatims30 Rock30 Rock

I think the only other show I’d love to be on would be 30 Rock because it’s hilarious and I love all the characters on it

I just started watching 30 rock and love it so much i feel the compulsive need to reference it obliquely

I like 30 Rock (only because i love LOVE Tina Fey!). I also like The Office

In the last decade there hasn't been a funnier TV writer than Tina Fey. Alec Baldwin is an excellent comedic actor and Tracy Morgan is Tracy Morgan. Fantastic show

Never understood that when a sitcom ceases to be funny why you would still watch. I just dropped 30 Rock like a year and a half ago

Surveys or focus groups or SM Surveys or focus groups or SM verbatims - Old Christineverbatims - Old ChristineSurveys or focus groups or SM Surveys or focus groups or SM verbatims - Old Christineverbatims - Old Christine

I feel like this show is wandering off track. All the characters dislike each other and they're just not fun to spend time around. Last night's was pretty painful, and too similar to the last new episode, wit

It's a lame show, just like that New Adventures of Old Christine is dreadful.h the subway

I'm sorry, Jimmydean83, are you serious? I don't hate the show, but I don't love it either. And my opinion isn't political

Richard donating his sperm to Old Christine (and New Christine being okay with that) was a little ridiculous, but it still delivered laughs

tTrend overall sentiment for long running shows:Trend overall sentiment for long running shows:Slightly More Love for 30 RockSlightly More Love for 30 RockTrend overall sentiment for long running shows:Trend overall sentiment for long running shows:Slightly More Love for 30 RockSlightly More Love for 30 Rock

Source: SocialVoice

Trend overall volume for long running shows:Trend overall volume for long running shows:But Way More Chatter For 30 RockBut Way More Chatter For 30 RockTrend overall volume for long running shows:Trend overall volume for long running shows:But Way More Chatter For 30 RockBut Way More Chatter For 30 Rock

Source: SocialVoice

Construct 30 RockChristin

ePurchasing ███████████

New Different ████████████

Recommend ███████

Trial ███████████Aggregate Emotions ██████████

Anticipation █████████

Appreciation ████████████

Courage ████████

Happiness █████████████

Surprise ████████████

Trust ██████████

But measuring passion points is important:But measuring passion points is important:We’ve Got Some Passion…We’ve Got Some Passion…But measuring passion points is important:But measuring passion points is important:We’ve Got Some Passion…We’ve Got Some Passion…

And you need to measure like points And you need to measure like points tootoo…And Lots of Liking…And Lots of Liking

Construct 30 RockChristin

ePurchasing ██████████████

New Different ██████████████

Recommend ██████████████

Trial ████████████████

Aggregate Emotions

██████████████

Anticipation ██████████████

Appreciation ██████████████

Courage ██████████████

Happiness ███████████████

Surprise ██████████████

Trust █████████████

Much More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownTop

Source: SocialVoice

And Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTV

Source: SocialVoice

ConstructCougar Town

Accidentally on

Purpose

Purchasing ████████

New Different ████

Recommend ██████

Trial ██████

Aggregate Emotions █████

Anticipation █████

Appreciation █████

Courage ███████

Happiness ██████

Surprise ████

Trust ████████

Cougar Town has passion pointsCougar Town has passion pointsThey aren’t Making Love…They aren’t Making Love…Cougar Town has passion pointsCougar Town has passion pointsThey aren’t Making Love…They aren’t Making Love…

Source: SocialVoice

ConstructCougar Town

Accidentally on

Purpose

Purchasing █████████

New Different █████████

Recommend ████████

Trial █████████

Aggregate Emotions █████████

Anticipation █████████

Appreciation ████████

Courage ████████

Happiness ████████

Surprise ████████

Trust ████████

While Accidentally has noneWhile Accidentally has none… Nor are They Making Like… Nor are They Making LikeWhile Accidentally has noneWhile Accidentally has none… Nor are They Making Like… Nor are They Making Like

Source: SocialVoice

Measure specific actionable ideasMeasure specific actionable ideas30 Rock Characteristics30 Rock CharacteristicsMeasure specific actionable ideasMeasure specific actionable ideas30 Rock Characteristics30 Rock Characteristics

Get The Head’s Up on Emerging PointsGet The Head’s Up on Emerging PointsGet The Head’s Up on Emerging PointsGet The Head’s Up on Emerging Points

“I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”

ConclusionsConclusions

Social media research

can measure

audience perceptions

Next StepsNext Steps

Build algorithms

Test models

Predict the future`

Thank youThank youThank youThank you

Questions…

Annie Pettit

Annie@Conversition.com, @LoveStats

Sean Case

Sean.Case@PeanutLabs.com, @PeanutLabsMR

Leveraging Social Media to Measure What Your Audience is Saying About You

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