skopos defining social media
TRANSCRIPT
Darren Mark NoyceKreator, [email protected]
DefiningSOCIAL MEDIA
Prologue: The First Social Olympics
In 2008 there was no official ‘social’ integration
The First Social Olympics
The First Social Olympics
2012 sees FULL ‘social’ integration
They loved it…
I loved it…
Gold Medals Fuel Facebook Fans…2 August, 2012
1. US Olympic Team (2,305,000 fans)2. Team GB (374,000 fans, then 1m+ Sept 12)
3. Japan (347,315 fans)4. Canadian Olympic Team (203,515 fans)5. Australian Olympic Team (98,735 fans)
As Heather Stanning and Helen Glover crossed the line to
bring home Team GB's first Olympic gold of
the games, and British rowing's first ever female gold, their
names began trending worldwide on Twitter.
The First Social Olympics
Massive ImpactWe all joined in !
The First Social Olympics
Massive ImpactWe all talked & became fans
Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/
The First Social Olympics
Massive ImpactWe wished them luck!
Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/
The First Social Olympics
Massive ImpactWe were fast too !
Source: http://wallblog.co.uk/2012/08/06/bolt-claims-twitter-gold-infographic/
The First Social Olympics
The official brands loved it too
SOURCE:http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-gold-as-nike-named-most-engaging-brand/
The First Social Olympics
And so did naughty ones !
SOURCE:http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-gold-as-nike-named-most-engaging-brand/
Are all Brands now Media Owners?
The First Social Olympics
And so did the stars & celebs !
The First Social Olympics
Even the Media (& kids) seemed happy…
A True (Social Media) Success
London 2012, the first Olympics feeling the full blast of the social media... An eye-popping 10 million tweets were posted during the opening ceremony alone.
From a structured but measured & adaptable ‘Be Part of it’ Social Strategy…
SOURCE: http://wallblog.co.uk/2012/09/07/loved-
team-gbs-social-media-updates-heres-how-they-did-it/
Joe MorganDigital Manager
Team GB
Negative Olympic Tweets:
• A Swiss footballer gets expelled from his team after
letting out a racist tweet.
• A British diver is at the receiving end of an
insensitive tweet form a twitter “Troll”.
• A Greek athlete is expelled for a racist tweet.
• And an English journalist gets his account suspended
for tweeting sensitive information
he should not have.
But some (Anti-Social) challenges too?
The First Social Olympics
Heavy social media usage disrupted a men's cycling race.
Spectators took up enough bandwidth to interfere with the
GPS devices that transmit location and time data to commentators.
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
• Why? Well confusion exists.
• E.G. for instance ESOMAR says that Social Media Research is “content analysis, text analysis, sentiment analysis, scaling, norms, sampling, and weighting” (ESOMAR 24 QUESTIONS TO HELP BUYERS OF SOCIAL MEDIA RESEARCH, May 2012)
• And yes there is overlap (especially when engaging customers/users/fans/advocates)
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
But just what is Social Media?
Social Media employ web- and mobile-based technologies to support interactive dialogue and “introduce substantial and pervasive changes to communication between organizations, communities, and individuals.” Andreas Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological multi faceted and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content." i.e. Social media are social software which mediate human communication. When the technologies are in place, social media is ubiquitously accessible, and enabled by scalable communication techniques. In the year 2012, social media became one of the most powerful sources for news updates through platforms like Twitter and Facebook.
BEWARE: A co-created definition !!
Social media technologies (platforms) take on many different forms including…
…magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating/comparison, and social bookmarking.
Blogs, Forums, Communities
Some Simpler Definitions…“Social” means people interacting with each other.
“Media” (plural for “medium”) means the types of material used to create artwork and communicate information or ideas. Media can include video,
photography, graphic design, writing, oil paints, etc.
“Social media” nowadays means websites that allow average users to create pages, photos, videos and other stuff, share it openly, connect with
each other, and develop conversations..
Blogs, Forums, Communities
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
80% of UK Digital Citizens Use Facebook…
So Facebook users increasingly like the General Pop (use mobile/net)
But 20% reject Facebook
These tending to be more... - male- older- empty nesters- high SEG/income
Issues with Facebook relate to lack of perceived need and/or privacy, intrusion, idol gossip, self-promotion, etc.
Source: SKOPOS ChatTrack™ Q112
Average user is 37 in the USA…
Stereotypical differences ?
SOURCE: http://wallblog.co.uk/files/2012/08/Data-channels-infographicSM.jpg
Networks serve different needs…
FYI - 2,028% - the year-on-year growth rate of Instagram in the UK. It’s even more astounding in North America. Pinterest too, the other king of visual social media, is showing impressive growth.
Networks serve different needs…
Source: LinkedIn Research reported Sept 2012
Personal Business
© SKOPOS 2012 Looking forward… 33
3
Upload photos
24%66%
2
View video clips
31%65%
36%56%
4Use an instant messenger/
chat service
5
Send/receive messages
34%
55%
41% Download video clips34% Play games
33% Read newspaper articles24% Listen to the radio
Source: SKOPOS ChatTrack - Base: 460 respondents (all who use social media) - wave 4 data (2010 v 2012); Q32. Thinking about your personal social network sites, chat forums or online communities, which of the following do you currently do...
1
View photos
Wave 4
Wave 1
43%
72%
Our Social Media Activity Top 5…
Sharing (of Media)
Conversing
Consuming
SKOPOS ChatTrackTM
A QUICK WORD ON SOMOLO
© SKOPOS 2012 Looking forward… 35
30%
50%
2
Use social networks
26%
49%
3
Download new apps
30%
45%
4Play games that came
with the phone
5
Listen to the radio
27%
41%
1Send / receive emails on your mobile
40% Read newspapers/magazines/articles 18%39% Use instant messenger service 22%
37% Download new games 19%37% Downloaded music tracks/albums 21%
Many things going Mobile, fast…
Wave 4
SKOPOS MTrackTM
Wave 1
36%
59%
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Feb 2012); 488 respondents - wave 1 data (Feb 2011)Q16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you currently do…
All Activity IncreasingOne Year
is now a mobile company
So, Social goes Mobile goes Local
Local = Location
Social Media Analysis v Research
Passive v Active Buzz v Bespoke
Social Media Monitoring/AnalysisSentiment Monitoring/AnalysisBuzz Monitoring
Digital PanelsCommunities
Forums Blogs
Listening
Passive
Monitoring Bespoke Built
Buzz
Targeted
Active
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
Defining & Differentiating…
3. Social Media Analysis (listening)
• AKA…
• Buzz Monitoring• Sentiment Analysis• Social Media Analytics• Social Intelligence• Etc.
Variously via…
Free SoftwarePaid for SoftwarePaid ServiceManaged (Full) ServiceConsulting
Social Media Monitoring/Analysis
Buzz monitoring is the tracking of consumer responses to commercial services and products, to establish the marketing buzz surrounding a new or existing offer. Similar to media monitoring it is becoming increasingly popular as a base for strategic insight development alongside other forms of market research … involves the checking and analysis of myriad online sources such as internet forums, blogs, and social networks.
Wikipedia
43
SensitiveSentiment
Measurement
A managed service for buzz and brand social media monitoring
Example (“National Express”)
Does Social Media Analysis = Research?ADVANCE PREVIEW
ESOMAR 3D Conference November 2012, Amsterdam
Joint SKOPOS/Porsche paper & presentation
- scientific EU/USA comparison of Social Media Analysis v Custom Research- examining automotive brands and touchpoints/experiences- what insights does Social Media Analysis provide v Research (vv)?- versus typical ad hoc market research study- how similar/different are the findings & insights?- why?- what does the client take away from this comparison?- what can the MR industry learn?- will Social Media Analysis kill off traditional MR?- why not?- ask me for more details (client yet to approve final output)
http://www.esomar.org/events-and-awards/events/global-and-regional/3d-digital-dimensions-2012/92_3d-digital-dimensions-2012.overview.php
CAVEAT: Good Research Should Ideally Predict And/Or Challenge Assumptions...
A fail for Social Media Analysis? Helpful Research about Social Media usage?
CURRENT EVALUATION:
• Good for tracking high level sentiment & for identifying invisible or urgent topics/trends
• Additional and supplementary, but not a replacement for targeted market research
• Industries/Activities so far quite separate
Current Concerns?• Passive not Active (you listen
to what people want to talk about only, no asking)
• Sources & Sampling (only certain information accessible, not everything, fake accounts)
• Computer v Human Coding (Accuracy, 30% v 80%?)
• Volumes of Automated Data (with no interpretation & little insight)
• Ethics, Privacy, Informed Consent, etc.
Social Media Monitoring/Analysis
But, are concerns dissipating as understanding & experience
improves and experts emerging, and integration occurring?
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
Digital Panels & Communities
Panels
Communities
Forums
Blogs
Access
Engagement
Activity
Tasks
AKA Social Media as a Methodology(or a channel for research), orASKING & TASKING via Social Media
Our Breadth of Brand & Sector
Application
Digital Panels & Communities
Profiling - participant profiles can be created, so that you can learn more and create richer, deeper, relationships.
Live Focus Groups - content, ideas, concepts can be posted – and you can observe your respondents sharing their feedback in real-time. The sessions are recorded and transcripts logged.
Forums - discussions can be broadcast to large participant groups in an engaging environment, to explore relevant topics.
Segmentation - participants can be grouped into specific sub-communities and assigned particular tasks and exercises (this also aids back-end analysis & reporting).
Messaging - the messaging functionality enables us to contact participants via their email in-boxes - to prompt response and/or update them on new assignments.
Auto Reporting - custom reports can be extracted to Excel mid consultation, or upon conclusion of consultation period.
Surveys & Polls - quantitative tools, such as surveys and polls, can be utilised to provide the ‘hard’ numbers.
Media Sharing - rich multimedia can be broadcast, whilst participants can also upload home-made media clips quickly and easily.
Customisation - platform can be customised (& re-skinned) with unique banners, login pages, branded emails, etc.
Participation Management - the admin centre facility allows you to review and probe the latest responses, as well as manage participation in one seamless environment.
Nowadays feature rich...
Digital Community Platforms
Open v ClosedSoft v Hard
Recruited v Transferred
MROC = more QualPanel = more Quant
Community = more engaged
Quant v Quant/Qual v QualOnline-only or Online + +
Users/Customers/FansOr Non?
Surveys, discussions, ideation, co-creation
Digital Panels & Communities
Example: A One Handed World?
Source: InsightFarm Inc. from Quirks MR Review, August 2012
GOAL: Follow trends within an extreme population to create product ‘Foresight’ Bespoke online community of arm amputees (one armed/handed)Trusted network built slowly over time and mostly from referralsOpen visible online conversations and exchangesVideo blogging/diaries plus surveys“True Connectedness”Life beyond the project
One-handed Dexterity…
Requires Many Product Improvements
Teeth=third hand?
Applied Social Insight for Foresight!
Harnessing customer creativity
Co-Creation: Customer Collaboration
Co-creation refers to joint client/customer initiatives.
With the rise of the internet and social media, it has evolved into a mostly (but certainly not always) digital method to jointly create and develop new ideas in collaboration with selected customers.
Co-Creation: Customer Collaboration
Infographic: Co-creation Hub
Crowd-Sourcing
Example: Beefed Up Facebook Qual
Source: Consumer’s Eye View from Quirks MR Review, August 2012
GOAL: Understand small group of Millennials’ beef consumption
Bespoke FACEBOOK page Target audience recruited to ‘Friend’ the pageHighest level of privacy selected post build phaseIncentivised on-going conversations and exchanges for 6 weeksRelevant moderationPrize Draws
Some meaty insights…
PackagingDistributionPromotionsSocial Media !
No software orpartners required !
EVALUATION:
• Good for actively engaging a chosen audience• Great for Asking and Tasking & Collaboration• Can be used as an advocacy creator too
But beware…
• Over sensitisation• Strain, fatigue, or worse…• Lack of activity (starvation)• Lack of in-person interaction• Etc.
SMFR: An Overall Evaluation
Panels
Communities
Forums
Blogs
Social Media For Research (SMFR)
But can these two work together?Passive v Active Buzz v Bespoke
Social Media Monitoring/AnalysisSentiment Monitoring/AnalysisBuzz Monitoring
Digital PanelsCommunities
Forums Blogs
Listening
Passive
Monitoring
Bespoke Built
Buzz
Targeted
Active
More Beef…A Possible FutureClients Integrating Social Media Analysis…
Integrating Social Media Analysis…Be brave! Experiment, apply learnings, then integrate with other research…
Focus Group guide creationCodeframe optimisation (& auto-coding?)
Sharing of Social Media-generated insights with respondents?
Go beyond the survey
“to present it as an alternative to focus groups is like asking if you should replace your scuba mask with a pair of ski goggles!” Ricardo López , Hispanic Research Inc.
But still some way to go?
Market Research
Social Media
Analysis
Less than 5% overlap (in members)
NOT to scale
c.500 UKdirectory Listings
Just 1% state they offer social media monitoring
c.40 UK CompanyMembers listed
Just 5% appear to be from the MR industry
http://amecorg.com/
Social Media For Business (SMFB)
Defining & Differentiating…
1. Social Media2. Social Media Users & Usage3. Social Media Analysis (listening)4. Social Media For Research (asking & tasking)5. Social Media for Business (helpfully engaging)
Brands v Consumers
connecting
communicating
sharing
promoting
helping acting
listening
engaging
Brands Consumers
impressing
informing
responding
selling
Engagement + Advocacy (fans/reviews) = Social Commerce
SOURCE:http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
ADOBE Survey of 650 marketing professionals, 2012
It’s Clearly Important to Brands
SOURCE:http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
Usual Suspects plus Niche Networks
So far, focus on Brand Awareness/Engagement- Service, Retention and Sales Much Less
SOURCE:http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
Plus…
Social Media for Connecting
Sky actively uses social media to connect with potential customers
Pre-purchase
Social Media for Sales/Payments
Kellogg’s exchanges samples for Tweets (or vice versa)
Purchase
Social Media for Service & Loyalty
Sky actively uses social media to help their users.
Open. Transparent. VFM.
Post-purchase
But of course this does not always lead to happy
customers. And this is all in the public domain, viewable
by everyone. HANDLE WITH CARE.
Social Media – still a big challengeEverything open & transparent
Post-purchase
And finally, to link things up…
Brands: Should Listen closely (and act, appropriately)
SOURCE: http://econsultancy.com/uk/blog/10560-social-engagement-drives-sales-and-advocacy-for-brands?utm_medium=email&utm_source=daily_pulse
“Your brand is what Google says it is, not what you say your brand is.”
51% – The percentage of social media users who agree that a brand being inactive on social channels reflects negatively on the company.
Brands: Should Engage actively & well (and be careful)…
Brands: Should Be prepared for everyone to share…
Brands: Should Act fast to manage the unexpected…
It’s now24/7Monitoring,Attention,Action
And finally, AGENCIES should…
SOURCE:http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
ADOBE Survey of 650 marketing professionals, 2012
Think Opportunities not Threats…
SOURCE:http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
ADOBE Survey of 650 marketing professionals, 2012
Think Integration
Hence more believe they are integrated
OPPORTUNITY: less than a quarter (22 percent) of large businesses agree that ‘they are able to harness social data’ (2012). Brands need help.
Think Helpfully & Holistically…
OPPORTUNITY: social = New ready-made data sources Plus bespoke insight creation channels (tools)
OPPORTUNITY: Include Social Media data with other methods for integrated holistic insight
That’s all folks….
…must fly
DefiningSOCIAL MEDIA
Darren Mark NoyceKreator, [email protected]