e2e research - social media research - listen, engage, interpret

Social Media Research

Introducing the LEI™ process

We are a leading one stop solution supporting all the major activities of market research services. E2E combines quality, experience, turnaround time along with latest technology to deliver the results as expected from the clients.

We differentiate ourselves from other outsourcing firms, with client and project specific optimized processes and complete focus on quality deliverables

• Innovation • Top class quality• Significant value• Derive and optimize processes• Adapt new technology• Honor time• Lend end to end services• Global Coverage

Introducing E2E

What is social media Fragmented and largely unstructured

Data Sources

Generally seen as a one way, listening medium

Constrained by the dynamic of social media technology suppliers

Challenges for Research

• The social media market is growing exponentially both in terms of user number and platforms

• Therefore the engine used to monitor and listen into these platforms are constantly evolving

• The data is moving beyond just text into pictures, text and video

• The largest challenge with any project is filter and reduce the level of noise from the river of posts

• Therefore where we are unable to get the level of detail we like the we download data and continue to completed work analytics.

• With so much data picking the appropriate qualitative and meaningful views that are driving the sentiment and the engagement score

• Filter the sentiments and perform the analysis for a given brand

So what do we have listen to

Sources are growing exponentially Blogs

150 Million plus

User Forums, Message Boards & Review sites Over25,000

Videos and Online Images Roughly 95% of all online video contents panning more than 450 video sites Flickr

Online Mainstream Media Over30,000 sources comparable to that of Google news

Micro Media and Voting Sites Twitter Friendfeed Del.icio.us Digg–voting site Pinterest Facebook now at 900million users

Additionally, sources can be augmented by including specific URL’s

Social Media Research Model

1• LISTEN

2• ENGAGE

3• INTERPRET

The LEI™ Process

Three Stages

• Identify the Marketing objective

• Translate into listening objectives

• Define listening parameters

• Identify the sources of data collection

• Engage respondents identified by recruiting them or through online discussions

• No Room for professional survey takers

• Integrate with other client data or a custom research study

• Follow client blogs & continue engaging activity

• Interpretation of data patterns and Insights

• Analyze the data collected through custom research

• Longitudinal Analysis, analysis of relationship, text and semantic analysis, sentiment analysis

Listening Approach

Our start point is to listen and engage with your brand promoters online. We do this by:

Collecting data available across the online media.

Identify the competitor, the crowd, the influencer

Collect real time listening to the conversations on the blogs, opinions, discussions, social networking sites, p2p media, micro media etc.

Look to identify the drivers and influencers of the market and segment

Define an approach strategy for the individuals to be be approached

Determining Boundaries

Geography and Language Ability to segment conversations by geographic market and language

LanguagesEnglish, French, German, Spanish Italian, Russian, Simplified Chinese, Finnish, Swedish, Dutch, Japanese, Portuguese and Korean

Coverage of Sources

Real Time Updating

Buzz and Conversations

Use text analytics to identify trending subjects

Tracking Change

CORRELATION OF INCREASE IN BUZZ CAN BE IDENTIFIED

INCREASE IN BUZZ ON CNBC OVER A PRODUCT (SERMO)

Real RelReal time dashboards

In project feedback helps identify early insights and change in process if required

Engagement

Communities

Engagement

Blue Tooth Headset Manufacturer

Objective

Blue‐tooth device manufacturer wanted to listen for opinions ,ratings and evaluations of product features and key brands of blue-tooth headsets

• Listening Solution

Longitudinal listening platform set up to monitor and extract discussion ,sentiments and evaluations from most active sites

• Insights and Implications

Sound quality, Battery life and Fit/Looks top 3 features discussed

Client’s brand leads in Fit/ Looks, lags in performance features- notably sound quality

Credit Card Issuer

Objective

 Evaluation of credit cards owned and perception of competing cards in emerging growth markets.

• Listening Solution  30-day listening platform, content and tone of

comments, specific delight and/or frustrations, WOM recommendations

• Insights and Implications  Discrepancy between what companies promised

and what customers perceived companies delivering single biggest source of dissatisfaction

Implications for customer service and product features/ benefits communicated

Social Media Summary

It now can be more than a one way listening medium

Needs a mix of new listening skills with some heritage and some new methodologies such as communities, online and mobile research

E2E Research

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