5 Tips for Great Social Media Research

Annie Pettit, Conversition, Canada

5 Tips for Great Social Media Research

By Annie PettitChief Research Officer

@LoveStats @Conversition


Have a Research Objective

• Traditional Research

– Usage and Attitudes

– Segmentation

– Brand/Ad Tracking

– Custom Research

1


Social Media Research Objective

“Lemme see

whuchu got”

NOT an objective

IS a recipe for failure


Actionable Research Objectives

• Do consumers like the ad we just launched on television?

• Do consumers like the features of my product?

• Is Facebook a good place to advertise my product?

• Should I develop my product in a larger size?


Know What Brands Will Work2


Revenues>$25 billion• Berkshire Hathaway• McKesson• AmerisourceBergen• Archer Daniels Midland• Wellpoint• INTL FCStone• Lockheed Martin• Express Scripts• Hess• Ingram Micro

Hard for unknown companies to research their own brand


• Johnson & Johnson

• PepsiCo

• Merck

• Unilever

• Dupont

Hard for untalked about companies to research their own brand

7

What exactly do they make?

I prefer to chat about Lipton

I prefer to chat about Claritin

I prefer to chat about Neutrogena

I prefer to chat about Pepsi

Annie Pettit, Conversition, Canada8

• Annie’s Bakery• Joe’s Corner Store• Little Rock Tackle Shop• Lexington Spa and Nails• Jacksonville Coffee Stop• Rockland Best Ice Cream Shoppe

Harder for local/small businesses to research their own brand


Large consumer facing companies can measure anything


What is a large consumer facing company?


Remember Research Basics3


Large Sample Sizes

Example 1

• Men = 49.9% in favour• Women = 50.1% in favour• Sample size = 2 million• p<0.005 (This is statistically

significant)Women Men

0

10

20

30

40

50


Small Sample Sizes

Example 2

• Men = 63% in favour• Women = 37% in favour• Sample size = 20• P>0.05 (This is NOT statistically

significant)

Women Men0

10

20

30

40

50


Be Prepared to Lose Research Basics4


Female, White, Not Hispanic, No children, Graduate Degree, Owns a home, Country

Male, White, Hispanic, 3 children, Graduate Degree, Owns a condo, city

Cannot identify geo/demographics


Collaborate5


The Mickey Mouse Triad of Excellence

Online Surveys

Mobile Research

Social Media Listening


The Mickey Mouse Triad of Excellence

Online Surveys

Mobile Research

Social Media Listening

Get census rep here

Get instant in store experience here

Get unsolicited, unaltered consumer voice here


Have a research objective

Understand which brands can use listening research

Don’t forget your research basics

Be prepared to lose some research basics

Collaboration is your friend

The Five Tips

12

34

5


Annie Pettit

Read Annie’s blog @ http://lovestats.wordpress.com/Follow Annie’s tweets at @ http://twitter.com/lovestatsConnect with Annie on LinkedIn @ http://ca.linkedin.com/in/anniepettit Find out about Annie’s book at @ https://lovestats.wordpress.com/book/

http://lovestats.wordpress.com/



http://twitter.com/lovestats

http://twitter.com/lovestats

http://ca.linkedin.com/in/anniepettit




Thank you

Annie Pettit

Conversition

Technology

5 Tips for Great Social Media Research