Alex Johnston, Jigsaw Research

Social media research & B2B audiences

2.

…WAS AN APPROACH TOO FAR

IT’S THAT TIME AGAIN…

The Question…

3.

How effective are low price social media research tools for B2B audiences?

Building on some new insights into consumer behaviour on SM

And assessment of low price tools for consumer

Where can we best use social media research for B2B audiences

Super users have a big footprint

4.

Super Users(15%)

Medium(60%)

Light (25%)

Younger people (18-34) 63% 34% 11%

Av. # SM platforms 7 4 3

397 195 69

542 216 89

SM ‘Essential to my life’ 31% 6% 1%

Regularly view news feeds/ friends posts 62% 52% 13%

Regularly post 36% 16% 1%

Relatively small numbers regularly interact with brands

NEGATIVE POSTS DUE TO POOR SERVICE

4% regularly (16%

occasionally)

5.

POSITIVE POSTS DUE TO GOOD

SERVICE

7% regularly (25%

occasionally)

LIKE/ FOLLOW

BRANDS

12% regularly (29%

occasionally)

Super Users more likely to have low self-esteem (30% vs. 18% on average)

There is also a relationship between self esteem and social media usage

6.

Rosenberg Self-Esteem Scale

(20 question quiz)

18%

70%

12%

High range

Normal range

Low range

Social media essential/ v

important to my life

22%

30%

35%

We don’t seem to know ourselves very well…

7.

FriendsFriends

boast online

about their lifestyle

Friends tend to be more opinionated online than

in real life49% 48%

MeI boast

online aboutmy lifestyle

I am more opinionated online

than in real life

8% 14%

Some evidence for men being more sexist on Twitter(!)

8.

Sexism (males only)

0 1 2 3 4 5 6 7 8 9 10

Own view 2.45

view3.32

Jim Davidson

9.00

NOT ATALL SEXIST

VERYSEXIST

Richard

Scudamore

9.

Test project… Explore brand perceptions of three pay TV brands

Satisfaction with Pay TV is generally high

10.

56%34%

3%

6%

Very satisfied

Fairly satisfied

Neither

Dissatisfied

Source: Ofcom – the consumer experience 2013

Consumer perceptions of BT Vision

11.

57 = positive 49%55 = neutral 47%5 = negative 4%

25 = positive 19%83 = neutral 63%22 = negative 17%

117 mentions

130 mentions

When manually coded the picture is even worse…

12.

AlgorithmManual coding

Major increase in negative sentiment…

So how do we interpret the negatives?

14.

#BTVision sucks

donkey dick!!

See this BTVision shitty remote control its gan through the winda in a minute

They want impact!

Doing my friggin’ head in!

The worst thing

I’ve ever owned

Pissed me right off

This is ridiculou

s

Pathetic

62% Emotionally charged tone

So how do we interpret the negatives?

15.

#BTVision

They want a response

54% talking directly to the brand

@BTVision

@BTCare

@BT_UK #BT

16.

SO WHAT DID WE FIND IN B2B?

17.

Atypical: Only 15% post/tweet/etc ‘officially’ for their firm

Premeditated: 73% consider content carefully before tweeting

Interpretation is vital to Social Media research

18.

Major sector & audience differences

Unique behavioural context

People are playing to the medium…

With their own agendas

And are more opinionated (48%)

15% of users account for 50% of negative comments

19.

1) Use ‘negatives’ as a metric alongside ‘complaints’

2) Early warning: customer service/product/PR issues

3) Understanding & managing SM campaigns

4) Understanding engagement reactions to ‘events’

5) Another dimension to understand a target segment

6) Following/friending specific individuals in U&As

7) Inputs into ‘traditional’ research

Where should we use it?

I ALWAYS SAID THAT SOCIAL MEDIA…

20.

…WAS AN APPROACH TOO FAR