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The Festival of NewMR 2013 would not be possible without our sponsors. Thanks to:
Gold Sponsors
Silver Sponsors
Session Sponsors
Media PartnerFestival Supporters
• Q – Research Software• CreaMetrix Research• TapestryWorks• Keen as Mustard• CrowdLab
• L&E Research• Schlesinger Associates• Focus Forums• eCGlobal Solutions• Revelation
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Update on Social Media Research
Ray Poynter
Director, Vision Critical University
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Narrow and Broad
Narrow– Quantitative listening to naturally occurring
conversations
Broad– Listening research
– Monitoring
– Netnography
– Communities
– Social media as a sample source
– Researching the effectiveness of social media
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Collecting & Processing
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Google Trends
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Twitter’sAdvanced Search
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
No such thing as a free lunch
1. You can monitor your brand or your name
with free tools
– Unless you are Justin Bieber or Microsoft
2. But all the ‘good stuff’ costs money
– Quite a lot of money
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Tracking Volume
Kevin Rudd
13K
6K4K
Tony Abbott
37K
10K6K
ViralHeat
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Monitoring iPhone Sentiment
ViralHeat
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Billion Prices Project - MIT
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
BPP and USA Prices Index
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
CDC Stop Smoking Campaign
Material from Dr Stu ShulmanDiscoverTextUniversity of MassachusettsVision Critical
Looking to see how the campaign had been picked up and discussed on social
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
http://go.uic.edu/HealthMediaCollab
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Most Smoking is not Tobacco
Yes
No
No
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Fear Arousal / Fear Rejection
Fear Arousal
A tweet that describes the mood of the tweeter as saddened, frightened, tense, nervous, anxious, uncomfortable or nauseous.
“Man that smoking commercial where the lady has a hole in her throat scare me every time”
Fear Rejection
A tweet that describes a doubt, rejection, or avoidance of a fear inducing message.
“That smokefree commercial is bull shit. My grandma has been smoking cigarettes since she was 10 and she doesnt have a hole in her damn neck”
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Curating Tweets for CDC Tips
1. Blending manual coding with machine
learning
2. Starting with about 17 million tweets
3. Funnel down to 60K relevant tweets
4. About 24% referred to stoma ads (holes
in throats)
5. 82% Fear arousal
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Key Strengths
Customers’ agenda, not the brand’s agenda
Questions you haven’t asked
PR tracking and management
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
4 Key Weaknesses
1. Automated sentiment analysis
2. Location & Demographics
3. If nobody is talking about your topic,
there is nothing to hear, without asking
4. Separating the chaff from the wheat
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Ethical & Legal Concerns
Where can you dig?
What can you collect?
What can you keep?
What can you share?
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
4 Ethical ‘Rules of Thumb’
1. If people have said you can’t use it, you
can’t use it
2. If you can’t search it with Google, you
need permission
3. Keep PID/PII safe and avoid moving it
across country borders
4. If your client can search the source, don’t
use verbatim comments
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Market Research and
Social Media Overview
1. Some form of social listening is almost ubiquitous
2. In MR, social media research has NOT taken off
– With many companies scaling back operations
– But other functions are reported to be scaling it up
3. Social media research is more expensive than
most people expect
– But that could change
4. Rumours abound that it will soon take off
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
THANK YOU
Ray Poynter
Director, Vision Critical University
email: [email protected]
Twitter: @RayPoynter
Linkedin: uk.linkedin.com/in/raypoynter/
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Q & A
Sue York Ray PoynterVision Critical
Ray Poynter, Vision Critical, UKFestival of NewMR 2013 – Training Day
Keep in touch with the latest thinking and developments in market research by:
• Subscribing to the NewMR blog at: http://newmr.org/blog/
• Joining the NewMR LinkedIn group at: http://www.linkedin.com/groups/NewMR-Cocreating-future-Market-Research-2446402/about
• Following NewMR’s Twitter feed: @NewMR_News
• Check out NewMR’s enormous collection of recordings and slides from previous events at our pay again site: http://newmr.org/play-again/
