Jason dunstone social media research - 2012

A Presenta*on from the NewMR “Social Media Research” Event

9 October, 2012

All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org

Social media … Beyond engagement Jason Dunstone, Square Holes

Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1

Social Media Beyond Engagement

Jason Dunstone Managing Director

Square Holes Australia


Definition of market research

the action or activity of gathering information about consumers' needs and preferences


At a time when some believe that any monkey can do a survey and access to consumer data is more prevalent than ever …

Is the world of market research evolving?


1. Should we / shouldn’t we?

2. Yes, let’s do it!

3. It’s about engagement!

4. Sen:ment monitoring

5. Deeper measures of ROI

6. Social media as research data

Deeper consumer understanding … online, offline, marke:ng, NPD, behavior change etc

Diges:ng the bigger picture to get back to the target consumer

The social media thought process is evolving …


# Name Total Likes People Talking About This

1. Facebook for Every Phone 142,458,254 3,223,446 2%

2. Facebook 75,932,730 2,527,458 3%

3. Texas HoldEm Poker 64,768,753 338,165 1%

4. YouTube 63,147,892 666,319 1%

5. Eminem 61,126,110 208,323 0.3%

6. Rihanna 60,285,853 508,551 1%

7. The Simpsons 54,838,018 431,753 1%

8. Shakira 54,635,533 368,018 1%

9. Lady Gaga 53,125,602 960,005 2%

10. Coca-‐Cola 52,004,522 778,658 2%

hap://pagedata.appdata.com/ October 3 2012

Engagement rates are low. What about the other 99%?


Current Facebook ‘Insight’ data is valuable for KPIs yet doesn’t provide particular depth of consumer understanding.


Sentiment analysis is highly valuable but does not provide a dataset allowing the cross-tabulation, segment analysis etc of survey data.


The thinking as to being online is moving from engaging to

understanding consumers


Facebook Prospectus February 1, 2012


Data is more available than ever, allowing market researchers

[potential] to focus on consumer insight generation


Do market researchers have the skills to …

1.  access the massive volume of social data?

2.  analyse and visualize it to provide insights? P

?


Moving from qualitative, quantitative, statistics, field management etc

To data ar:sts, scien:sts, programmers, working with APIs,

data scraping and visualiza:on skills


MR to Business Intelligence

Focus moves beyond market research methodologies to IT and other methodologies §  Identity [Insight & Learn] Intelligence § Rewards Card modeling § Enterprise Data architecture § BigData Performance architecture § Causal Factor Discovery


APIs

BigData

Plaeorms

Fans


1.  Demographics §  Age §  Gender §  Geo

2.  Family structure 3.  Friend network 4.  Circles of influence 5.  Likes 6.  Emotions 7.  Conversations 8.  Reactions 9.  Triggers 10. Drivers

Facebook and other social media allows access to a filtered set of ‘interested’ consumers. Who are they? What makes them :ck? How can you beaer engage with them? And, maximize ROI?


Focus moves from this To this


And, from ‘more, more, more whatever it takes’ to a robust ‘sample’

Strategies are adopted to en:ce interested consumers


But, it’s not that easy …


Does Facebook have a legal leg to stand on? Or are they just a scary monster? Facebook does not own member data!

“The aaorney said that they were just about to sue me into oblivion”


The issue is privacy

Market research industry has a squeaky clean privacy background. In Australia …

The Market and Social Research Privacy Code AMSRS Code of Professional Behavior


So the issue becomes more about collaborating and up-skilling the team, and adopting new models to overcome the technical complexities of surfing the wave of social data.


6.Formalise as a Project 7.Build Proof of Concept

Crea:ng focused innova:on projects that deliver our business objec:ves with clear scope, constraints and vision of success

Complete a formal Project Ini:a:on Document (PID) as per PMO Methodology.

As the project was established via a trial, risk mi:ga:on requires a ‘Proof of Concept’ to ensure technology

8 Approve POC Assess the POC (involving Trial Sponsor, and target stakeholder leadership)..

Approve next steps.

Embrace innova:on processes 1.Opportunity Iden:fica:on 2. Trial Request

Complete a formal Trial Request highligh:ng target: technology, environment, scope, stakeholder, benefits,

3.Approve Trial Assess the poten:al value, impact, fit and alignment with organisa:onal needs or strategic objec:ves. Providing funding, advise PMO, advise Governance re lapsing policy restric:ons

4.Execute Trail

Test results, challenge solu:on, measure expected benefits. Repor:ng findings to Sponsor. THIS IS NOT to be con:nued as a project.

5.Qualify the Trial Results

Brief resources, stakeholders, management of the exercise. Ensure expecta:ons are set on: Time, Effort, Scope, Deliverables and Cost


Wrap up 1.  Social media moves beyond engagement and

sentiment towards consumer data

2.  Keep social media follower ‘sample’ clean

3.  New skills and innovation models

4.  Get legal advice. Balance costs-benefits

5.  Creatively generate ideas and new MR strategies


“Right now, with social networks and other tools on the Internet, all of these 500 million people have a way to say what they're thinking and have their voice be heard.” Mark Zuckerberg


Q & A

Sue York NewMR

Jason Dunstone Square Holes


Jason Dunstone

MD Square Holes www.squareholes.com

Twiaer www.twiaer.com/jasondunstone

LinkedIn www.linkedin.com/in/jasondunstone

Email [email protected]

A Presenta*on from the NewMR “Social Media Research” Event

9 October, 2012

All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit newmr.org

Social media … Beyond engagement Jason Dunstone, Square Holes

Jason dunstone social media research - 2012

Marketing

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