Solving Real Client Problems: Closing the Gap with Social Media Data

Presented by: Barry Watson, PhD – President & CEO, Environics Research Group John Crockett, Director – Online Services, Environics Research Group

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Solving Real Client Problems

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Problem Solving Approach

Define the Problem

Synthesize & Analyze

Draw Conclusions

Collect Relevant Data

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Overview • Public Opinion project undertaken for municipal and regional government

agencies

• Generate a comprehensive picture of where GTHA residents stand on traffic congestion issues • Awareness, perceptions, opinions & priorities

• Social Media Scan (August) & Telephone polling (October) 2011

Findings • Not surprisingly, congestion is an issue, tax payers are frustrated!

• Do they report the same perceptions on willingness to pay for funding (tolls,

tax, etc.)?

Case Study – Traffic Congestion in Toronto

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Polling Suggests Tolls & Taxes Are Unpopular

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7

5

5

42

29

27

14

26

34

37

36

16

27

30

45

Parking tax

Road Toll (on 400 serieshighways)

Provincial Sales taxincrease

Gas tax

Opinion of Revenue Tools

Very good idea Good idea Bad idea Very bad idea DK/NA

n=1000

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Blogosphere Suggests Divergent Opinions Exist

In favor of new revenue tools

Against new revenue tools

Re

search

ed

Op

inio

n G

en

era

list

Kn

ow

led

ge

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Closing The Gap with Social Media Data

Other opportunities for public opinion research: • Identify outreach candidates for public consultation

• Facilitate more inclusive public consultation process

Target Population Social Media Source

Opinion Leaders Blogs, Twitter

Mass market / Gen. pop Twitter, Facebook, some blogs

Brand Fans / users Facebook, Twitter, communities*

Local Customers Facebook

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CASE STUDY - Using Social Media to augment FGs

Background • Canadian Mutual Fund company looking to explore market potential for

Socially Responsible Investments (SRIs)

• Previously conducted quant polling with fund holders, was looking to repeat qualitative research with prospective investors

Objectives 1. Understand perceptions and attitudes towards Socially Responsible

Investments (SRIs) held by both professional investment advisors and the general population;

2. Measure brand awareness/mind share of relative to other key competitors in the SRI space;

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Augmented Focus Group Methodology

Develop Social Media Search Query

Review Lexical & Publisher Analysis

Recruit Participants

Conduct Focus Groups

Draft Key Research Question

Review Existing Client Research

Develop Discussion Guide

Refine Discussion Guide

Analyze Findings

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Financial Advisors

Mass Market Investors

A New Segment Identified via Social Media

Current Subscribers

Thought Leaders

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22% of advisors say “Social Media is a compliance headache best avoided”

25%

16%

7%

5%

5%

69%

20%

10%

11%

10%

8%

64%

LinkedIn

Facebook

Twitter

Google+

Other

None

Communicate with clients

Stay informed about new products andtrends in the industry

Which of the following Social Media applications are you using to …?

n= 428 Source: Environics’ Advisor Research Panel

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Closing The Gap with Social Media Data

• The more sophisticated the topic, the greater the role Social Media can play

in bridging the gap between target populations

• Social Media data is most effective when complimenting other research

• Is Social Media the right medium for your audience?

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Case Study – Telecom CSAT Monitor

Overview • Syndicated tracking offering in the Telecom space – launched Q1 2012

Monitoring Platform captures: • @provider • #provider • ‘provider’

• Monitor and synthesize conversations about wireless providers happening on

Twitter

• 2400 tweets per month are captured by our social media monitoring platform

I’m constantly surprised by how bad @providerA customer service is. Staff at their store in fairview mall are actually rude. @providerB how can one see how long is left on there wireless contract?

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Interactions in the TwitterVerse

Provider A

Provider B

Provider C

Provider D

“So Provider A is more active on Twitter than we are. What does that mean?” - Provider B Exec.

25%

34%

41%

32%

34%

34%

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Social Media Coding

Classification Category Pre-codes

Customer Service Issue 1. Contract 2. Handset – upgrade 3. Handset - repair 4. Service Area/Coverage 5. Special Feature 6. Apps 7. Data Plan 8. Billing

Brand 1. Bell 2. Rogers 3. TELUS 4. Moblicity 5. WIND Mobile

Interaction Type 1. Question to provider 2. Question to followers 3. Statement

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Understanding the Context of the Conversation

16%

15%

14%

9%

6%

5%

3%

1%

13%

20%

12%

8%

4%

2%

3%

1%

Customer ServiceExperience

Promotion

Plans/Pricing/Fees

Coverage Issue

Special Feature / Apps

Cancelling Contract

Other ContractIssues/Question

Technical IssueProvider A (n=1979)

Provider B (n=1212)

86%

8% 6%

87%

7% 6% Promotions - Provider A

Promotions - Provider B

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A Net-Promoter Score for Social Media?

How likely is it that you would recommend our company to a friend or colleague?

1 2 3 4 5 6 7 8 9 10 Extremely Likely

Not at all likely

How likely is it that this publisher would recommend their current service provider to a friend or colleague?

Promoters Detractors

Passives

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Finding Evidence for Promoters/Detractors

• Anyone with a cell phone through @providerA should cancel immediately. They just withdrew $3100 from my parents bank account!!!

• Advice to my followers: never sign up w/ @providerB for cell phones/service. Absolutely terrible service and quality

• Called @provider A about my bill and plan and received painless, refreshing, awesome good customer service. Thanks!!!

• @follower There are plans exclusively for students! I know @providerA has them for UofT students!

Promoter

Promoter

Detractor

Detractor

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Closing The Gap with Social Media Data

• Understanding the nature and context of social media conversations is just

as important as their prevailing sentiment.

• Social Media data can identify communication gaps in a dynamic marketing environment

• While data sources may be different, this doesn’t mean the analysis approaches need to change. • Code, Tabulate, Compare • Ascribe, Excel

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Recap – Lessons Learned

1. Social Media data is most effective when complimenting other research

2. Deciding whether Social Media fits your objectives largely depends on

whether or not Social Media is an appropriate medium to access your target population

3. The more sophisticated the topic, the greater the role Social Media can play in bridging the gap between target populations

4. Understanding the nature and context of social media conversations is just as important as their prevailing sentiment

5. Think like a market researcher – utilize analysis tools and techniques from your exisiting toolbox

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Thank You

Barry Watson, Ph.D

President & CEO

Environics Research Group

Barry.Watson@environics.ca

John Crockett, CMRP

Director – Online Services

Environics Research Group

john.crockett@environics.ca