5 Tips for Great Social Media Research

5 Tips for Great Social Media Research

• 1.
  5 Tips for GreatSocial Media Research By Annie Pettit Chief Research Officer @LoveStats @Conversition Annie Pettit, Conversition, Canada
• 2.
  1 Have a Research Objective • Traditional Research – Usage and Attitudes – Segmentation – Brand/Ad Tracking – Custom Research Annie Pettit, Conversition, Canada
• 3.
  Social Media ResearchObjective “Lemme see whuchu got” NOT an objective IS a recipe for failure Annie Pettit, Conversition, Canada
• 4.
  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? Annie Pettit, Conversition, Canada
• 5.
  2 Know What Brands Will Work Annie Pettit, Conversition, Canada
• 6.
  Hard for unknowncompanies to research their own brand Revenues>$25 billion • Berkshire Hathaway • McKesson • AmerisourceBergen • Archer Daniels Midland • Wellpoint • INTL FCStone • Lockheed Martin • Express Scripts • Hess • Ingram Micro Annie Pettit, Conversition, Canada
• 7.
  Hard for untalkedabout companies to research their own brand • Johnson & Johnson I prefer to chat about Neutrogena • PepsiCo I prefer to chat about Pepsi • Merck I prefer to chat about Claritin • Unilever I prefer to chat about Lipton • Dupont What exactly do they make? Annie Pettit, Conversition, Canada 7
• 8.
  Harder for local/smallbusinesses to research their own brand • Annie’s Bakery • Joe’s Corner Store • Little Rock Tackle Shop • Lexington Spa and Nails • Jacksonville Coffee Stop • Rockland Best Ice Cream Shoppe Annie Pettit, Conversition, Canada 8
• 9.
  Large consumer facingcompanies can measure anything Annie Pettit, Conversition, Canada
• 10.
  What is alarge consumer facing company? Annie Pettit, Conversition, Canada
• 11.
  3 Remember Research Basics Annie Pettit, Conversition, Canada
• 12.
  Large Sample Sizes Example1 50 40 • Men = 49.9% in favour 30 • Women = 50.1% in favour 20 • Sample size = 2 million 10 • p<0.005 (This is statistically significant) 0 Women Men Annie Pettit, Conversition, Canada
• 13.
  Small Sample Sizes Example2 50 40 • Men = 63% in favour 30 • Women = 37% in favour 20 • Sample size = 20 10 • P>0.05 (This is NOT statistically significant) 0 Women Men Annie Pettit, Conversition, Canada
• 14.
  4 Be Prepared to Lose Research Basics Annie Pettit, Conversition, Canada
• 15.
  Cannot identify geo/demographics Male, White, Hispanic, 3 children, Graduate Degree, Owns a condo, city Female, White, Not Hispanic, No children, Graduate Degree, Owns a home, Country Annie Pettit, Conversition, Canada
• 16.
  5 Collaborate Annie Pettit, Conversition, Canada
• 17.
  The Mickey MouseTriad of Excellence Online Mobile Surveys Research Social Media Listening Annie Pettit, Conversition, Canada
• 18.
  The Mickey MouseTriad of Excellence Get instant in store Get census rep Online Mobile experience here here Surveys Research Social Media Listening Get unsolicited, unalter ed consumer voice here Annie Pettit, Conversition, Canada
• 19.
  The Five Tips 1Have a research objective 2 Understand which brands can use listening research 3 Don’t forget your research basics 4 Be prepared to lose some research basics 5 Collaboration is your friend Annie Pettit, Conversition, Canada
• 20.
  Annie Pettit Read Annie’sblog @ http://lovestats.wordpress.com/ Follow Annie’s tweets at @ http://twitter.com/lovestats Connect with Annie on LinkedIn @ http://ca.linkedin.com/in/anniepettit Find out about Annie’s book at @ https://lovestats.wordpress.com/book/ Annie Pettit, Conversition, Canada
• 21.
  Thank you Annie Pettit Conversition Annie Pettit, Conversition, Canada