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  

Is  it  real?  Using  conven1onal  research  to  validate  and  quan1fy  social  media  findings      Joanne  Woolmer,  Vision  Cri1cal  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Is it real? Using conventional research to validate and quantify social

media findings. Joanne Woolmer, Vision Critical,

London, UK

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

1.  Social  media  usage  –  What  are  people  really  doing  

2.  An  iPhone  5  case  study  –  What  social  media  was  saying  –  Evalua:ng  the  buzz    

3.  Conclusions  and  recommenda:ons  

Agenda  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

UK  Sta:s:cs  

Facebook  users,  30  million  49%  (in  March  2012)  1%  of  Facebook  users  =  approx.  300K  

Source:  InternetWorldStats  

Internet  users  53  million  84%  of  the  popula:on  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Usage  72%  

62%  

28%  

15%  

5%   4%   4%  

64%  

38%  

18%  

7%  3%   1%   1%  

Social  Media  in  Last  Year  and  Last  Week  

Year   Week  

Base:  2005,  Sept  2012,  Springboard  UK  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Case  Study  Topic:  iPhone  5  launch  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

 1.  Monitored    any  emerging  studies  post  launch  to  inform  

our  case  study.  

2.  Listened  to  the  buzz  of  social  media  post  launch  using  a  social  media  monitoring  tool.      

3.  Followed  up  with  a  quan:ta:ve  survey  on  our  na:onal  Springboard  panel  to  validate  and  quan:fy  findings.    

Approach  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Monitoring    Scale  -­‐    size  of  buzz  in  social  media  

“Big  Deal  or  Big  Disappointment”,  Annie  Pect,  Conversi:on,  3rd  October  2012.  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

iPhone  5  Launch  Scale  -­‐    size  of  buzz  in  social  media        

Quan:ta:ve  Survey:    Pre  launch  -­‐  81%  aware  of  iPhone  5  launch    

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

The  UK  iPhone  5  Twifer    Sen:ment  Analysis  

22  

21  56  

Manual  

6   5  

89  

Automated  

Base:  444  tweets  –  13th  September  2012  

Posi:ve  

Nega:ve  

Neutral  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Response  to  Launch  

31   15   25   15   15  

Not  at  all     A  lot  

Want  an  iPhone  5?  

Are  all  views  equal?  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

The  Posi:ve  Story  Neutral  

39  69  

64  

29  7   2  

Total   Want  an  iPhone  5  

36  65  

57  33  

6   2  

Total   Want  an  iPhone  5  

4G     Camera  

31  59  

63  39  

6   2  

Total   Want  an  iPhone  5  

Memory  

31  61  

61  37  

8   2  

Total   Want  an  iPhone  5  

30  60  

64  38  

6   2  

Total   Want  an  iPhone  5  

Design  

Apps  

27  53  

65  44  

8   3  

Total   Want  an  iPhone  5  

BaRery  

Posi:ve   Nega:ve  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

o2  and  4G  

In  the  social  media  monitoring  o2  was  one  of  the  main  men:ons  An  omni  used  to  explore  preferred  network?  o2  =  32%  Amongst  non-­‐o2  people  an  open-­‐end  asked  –  “Why?”  

9%  cited  4G  concerns  

The  topic  was  suggested  via  SM,    but  validated  and  quan:fied  via  a  survey  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Conclusions  and  Recommenda:ons  

1.  Listening  to  SM  is  a  must!  

2.  But  it  is  a  blunt  and  uncalibrated  tool  

3.  Iden:fying  who  you  are  listening  to  is  important  

4.  Social  media  can  be  used  in  conjunc:on  with  surveys  

5.  To  work  out  what  is  real  and  how  big  it  is  

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Thank you

Joanne Woolmer

Q & A

Ray Poynter VCU, Vision Critical

Joanne Woolmar Vision Critical

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Speaker: Joanne Woolmer, Vision Critical, London UK NewMR Social Media Research Event, 9 October 2012, Session 2

Joanne Woolmer

Contact  Joanne  @  joanne.woolmer@visioncri:cal.com  Follow  Jo’s  tweets  at  @  hfp://twifer.com/JoWoolmer_VC  Connect  with  Jo  on  LinkedIn  @  hfp://uk.linkedin.com/in/joannewoolmer  

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  

Is  it  real?  Using  conven1onal  research  to  validate  and  quan1fy  social  media  findings      Joanne  Woolmer,  Vision  Cri1cal