digital research renaissance - social media analysis

The Digital Research Renaissance

Opportunities For The Next Decade

Topics

The Research Renaissance

Digital Market Research

Principles of Digital Market Research

Case Studies

Wrap‐Up


The greatest research opportunity of the last 100 years is right in front of us

Digital Market Research

Trusted, credible source of insights ‐ strategic and tactical

Proprietary Shared

Qualitative QuantitativeRESEARCHMETHODS

AccessPanels

SocialWeb

Pop-upsBanners

OnlineFocusGroups

BulletinBoards

OnlineEthnography

Web-ListeningText Analytics

OnlineSyndicated Trackers

OnlineAd-hocSurveys

DATASOURCES

CustomerE-mail DBs

CRMDBs

CommunityPanels

MIS/ERP Retailers

OnlineTrackers

ADVANCED ANALYTICS

4 Principles of Digital Market Research

1. Embrace Big Data

2. Adopt a network mindset

3. Use a listening framework

4. Always connect the dots

1. Embrace Big Data

1. Embrace Big Data

Sample population “Learn” patterns

2. Adopt a network mindset


Listening VoC Communities

Sources

Tools

Curation

Insights


ParsingParsing ParsingParsing ParsingParsing

ClassificationClassification ClassificationClassification

TaxonomyTaxonomy

Counting Terms Keyword Sentiment Feature-Level Sentiment

4. Always connect the dots

Case Studies

Live Demo – Smart PhonesHealthcareBankingNotebooks

Live Demo: Smartphones

Key Insight:Similar sentiment (0.76/0.72)

Xanax advantage driven by

efficacy vs adverse events

Healthcare

Xanax

Negative attributes focused on adverse events (side effects)

Prozac

Negative attributes focused on efficacy

Case Study: Notebooks

Top 20 Models

Share of Voice

Top Attributes RankedHigh Importance* Medium Importance* Low Importance*

Selected Models by Sentiment Score

Positive Score Top 3 Brands Top 6 Features

Positive Sentiment for Apple Mb 990 LL/A

Gweetarman Apr 12, 2010buzzillions.com

Apple‐MB990LL/A

Macbook PRO is AWESOME!

"I love this computer....sleekest macbook ever. I've been a mac person for years and this is one of the best they've put out. my only beef with it is the fact that it doesn't have firewire 400 but everything else is great! Thanks bhphoto for always being the best price on the market.

"

E. Sollien "lesns2001" Aug 21, 2009

amazon.com

Apple‐MB990LL/A Awesome Macbook Pro 13

This is my first real Mac also. I must say I'm really impressed so far. The large touch pad is great and works very very well. Everything just runs smoother on my Mac when compared to a Vista/Win 7 Lenovo Ideapad with better specs. I seem to be able to do more quicker with the Mac. iPhoto is really impressive as well, I like the way you can select the persons face and it will detect it in all your pictures. I still can't believe I paid the premium price to have a Mac, but I am glad I did. The only fault I see with this laptop is that it will get hot if you are using it alot for photo/video work, It's not unbearable but it does get hot. Battery life is good, not sure 7hrs, but I always have WiFi on. I also purchased VMWare Fusion for the Mac so I can run Windows Vista or Win 7 if I need it, I've not really seen a need to use it much but the software does a great job.

If you are on the fence and have the $'s go for it! This Mac is perfect size and weight to be used anywhere. I have one other negative the min display adapter that will let you use HDMI won't send audio over the HDMI, not a huge problem but hopefully this is a software issue that will be fixed!

Michael P. Sandoval Feb 02, 2010

amazon.com

Apple‐MB990LL/A Apple Lover

Great price on the Macbook Pro 13" ..... I absolutely love this laptop puts my Dell laptop to shame

Case Study: Banking

Banking ‐ # of Posts by Source

•Most posts are found on Twitter

Bank Share of Posts on Twitter

•The share of voice of BoA is 21%. How does this compare to real market share?•Has my online PR spending paid back this month?

BoA Sentiment by Feature

•BoA has serious issues with Customer Service. •What are they?

Negative Sentiment for BoA – Customer Service

rateitall.com Bank of AmericaI would rate them a 0 but it won't let me. 1 star...

I would rate them a 0 but it won't let me. 1 star is more than they deserve. Avoid this bank at all costs. The customer service is terrible and they charge unreasonable fees for pretty much everything. Move your money to a local bank and pray the bank of america goes under.Add your Vote:

rateitall.com Bank of AmericaDO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT...

DO NOT DO BUSINESS WITH THIS TERRIBLE AND CORRUPT BANK.

Bank of America's fee structure is set-up to steal and take advantage of its clientele. The Federal government never should have saved such a corrupt and deceitful organization. If you do decide to do business with them they will steal from you, and when you call to get you hard earned money back you will experience a nice dose of what could only be called "extremely awful" customer service. I had truly hoped when I made my call that all the bad press Bank of America always receives was overblown, but the fact is if anything they deserve only more bad press. I hope this serves as a warning: DO NOT EVEN THINK ABOUT DOING BUSINESS WITH THESE CRIMINALS!Add your Vote:

my3cents.com Bank of America B of A is a bunch of liers - Mortgage

In Nov.2009 we UPS'd our payment overnight. One week later we get a call that they haven't received our payment. We told them we sent it UPS overnight on the 13th. They tell us to cancel the check and pay them over the phone (banks charge $30 to cancel a check and it's only good for 6 months)we told them we need to find out what happened to our payment first. We check with UPS and they supplied us with the date it was delivered and signed for BY BANK OF AMERICA . We call B of A and tell them we have conformation they signed for the package. They tell us to send a copy of the check imprint and the UPS information so they can research it and it will take about 2 weeks. Constantly getting the run around I finally ask for a manager (after the 2 weeks). The manager gets my info and says she'll research it and get back to me. She calls me a week later and tells me to call and leaves a number. The number is for the regular customer service and they tell me they have no way of transferring the call and all they can do is send her an email. After playing phone tag because they can't transfer the calls, I get a stupid response and letter of "Please send a front and back copy of the

•Unreasonable fees•Non responsive•Hidden fees

•Respond to issue through PR staff or agency•Invite disgruntled customer to a conversation

Spend most of the online PR budget on Twitter.

Is my SoV my fair market share? If not what can I do about it?

Investigate how my overdraft fees compare to competitors.

What is wrong with my customer service? Should I respond to all disgruntled customers and delight them?

How do my credit cards compare to competition? Do I have an image issue or a real one?

Banking ‐ Conclusions & More Questions

Wrap‐Up

For your own company do you have the answers to these questions:

Who owns digital in my company?

What is my digital strategy?

Am I spending enough?

Am I spending it the right way?

How do I choose my digital partners?

Thank You

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