Ray Poynter - Festival of NewMR - 2010
-
Upload
ray-poynter -
Category
Marketing
-
view
177 -
download
0
Transcript of Ray Poynter - Festival of NewMR - 2010
![Page 1: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/1.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
How can we turn online discussions into insight?
Ray Poynter The Future Place
![Page 2: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/2.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
![Page 3: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/3.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
![Page 4: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/4.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Four Steps to Insight
1. Understand the client’s needs
2. Find the discourse
3. Analyse the discourse
4. Synthesise the needs and the analysis
![Page 5: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/5.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Strategies & Approaches
1. Netnography
2. Create Discussions
3. Mass Techniques
![Page 6: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/6.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
![Page 7: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/7.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Spectrum of Role
Complete Observer
Complete Par0cipant
Par0cipant/Observer
![Page 8: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/8.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Analysis Options
Discourse Analysis
Grounded Theory
Conversa5on Analysis
Semio5cs
Hermeneu5cs
Coun5ng Words
NLP Mathema5cal
Models
![Page 9: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/9.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Create Discussions
![Page 10: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/10.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
The Four Rs
Reading
Reflexivity
Wri5ng
Respect
![Page 11: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/11.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Mass Techniques
Volume
Trends
Sen5ment Influence
Content
![Page 12: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/12.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Ethics
1. Guidelines
2. ScrapeGate, Google, Facebook
3. Marketing and MR
4. Confidence
![Page 13: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/13.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Public vs Private
Declared Public
Declared Private
Unconsidered Public
Assumed Private
![Page 14: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/14.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
In Facebook I discover the “ACME TV and Video” page which has a wide variety of posts on it from people who use, or like or are interested in, ACME TVs and ACME videos. Because I do not want to keep visi0ng the site I create a script in my favourite web scraper to log in every day and to collect all new posts and to put them in a database for me.
For my client, a major electronics company based in the US, I produce a report, based on social media, looking at the different social contexts of the consumers home electronics. I note within this ACME page a 200 word poem wriQen by a contributor who writes that her neighbour’s 8 year old daughter is oTen leT at home on her own and uses the TV to feel less alone and lonely.
In my report I include a copy of the poem and I men0on that it is taken from the ACME TV page. However, in order to protect the 'respondent anonymity', I change her name to some fic00ous name.
Note, this is a hypothe0cal case, it did not happen this way!!
![Page 15: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/15.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Key Points
1. This is going to be BIG!
2. There will be disasters!
3. Software is better at finding corpora than analysing them
4. Know what model you are applying
5. Ensure your client knows what confidence they can place on findings
![Page 16: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/16.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Thank you
Ray Poynter The Future Place
![Page 17: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/17.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Q & A
Ray Poynter and Jeffrey Henning
![Page 18: Ray Poynter - Festival of NewMR - 2010](https://reader035.fdocuments.in/reader035/viewer/2022062223/58ece9061a28abca618b4615/html5/thumbnails/18.jpg)
Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)
Ray Poynter
Read Ray’s blog @ hQp://thefutureplace.typepad.com/ Follow Ray’s tweets at @ hQp://twiQer.com/raypoynter Connect with Ray on LinkedIn @ hQp://uk.linkedin.com/in/raypoynter Find out about Ray’s book at @ hQp://bit.ly/cmFnbo