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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Definition of market research
the action or activity of gathering information about consumers' needs and preferences
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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?
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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 …
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
# 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%?
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Current Facebook ‘Insight’ data is valuable for KPIs yet doesn’t provide particular depth of consumer understanding.
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Sentiment analysis is highly valuable but does not provide a dataset allowing the cross-tabulation, segment analysis etc of survey data.
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
The thinking as to being online is moving from engaging to
understanding consumers
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Facebook Prospectus February 1, 2012
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Data is more available than ever, allowing market researchers
[potential] to focus on consumer insight generation
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Do market researchers have the skills to …
1. access the massive volume of social data?
2. analyse and visualize it to provide insights? P
?
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Moving from qualitative, quantitative, statistics, field management etc
To data ar:sts, scien:sts, programmers, working with APIs,
data scraping and visualiza:on skills
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
APIs
BigData
Plaeorms
Fans
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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?
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Focus moves from this To this
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
And, from ‘more, more, more whatever it takes’ to a robust ‘sample’
Strategies are adopted to en:ce interested consumers
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
But, it’s not that easy …
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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”
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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.
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
“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
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
Q & A
Sue York NewMR
Jason Dunstone Square Holes
Jason Dunstone, Square Holes, Australia NewMR Social Media Research Event, 9 October 2012, Session 1
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
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