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Learning Objectives  How do companies utilize social media research? What are the primary approaches to social media research?  What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring?  What are the common errors and biases associated with social media research?  How do brands manage the social listening process?  What is the process for netnographic research? Social Media Marketing, 2e© 9-2

Social Media Marketing, 2e© Of the types of research, ___________ is information already collected and available for use. It may be internal, published publicly, or available via syndicated sources Secondary research

Social Media Marketing, 2e© _______ research is collected for the research purposes at hand, done via exploratory, qualitative methods such as observation, focus groups, and in-depth interviews; descriptive techniques such as surveys; or with experimental techniques such as simulations and test markets. Primary

Social Media Marketing, 2e© In discussing social CRM tactics, the CRM stands for ____________ Customer relations management

Social Media Marketing, 2e© ____________ research involves recording behavior or the residual evidence of behavior. Observational

Social Media Marketing, 2e© As we discussed in class, ________ is the most popular approach to social media research. It literally means to monitor conversations and content in social media channels by “listening.” Social media listening and monitoring

Social Media Marketing, 2e© _______ refers to how people think or feel (especially feel) about an object such as a brand or a political candidate; it is heavier on emotion than reason but it captures an opinion about something. Sentiment

Social Media Marketing, 2e© ________ make up the largest active area of social entertainment. accuracy in gauging sentiment with automated tools

Social Media Marketing, 2e© To do a _________, the text is coded, or broken down, into manageable categories on a variety of levels—word, word sense, phrase, sentence, and theme—and then examined further for interpretation. Content analysis

Social Media Marketing, 2e© If we were collecting primary data using survey research or interviews, we would specify the units of interest, likely the people or families to which we wish to generalize the study results. This is known as defining the __________ population

Social Media Marketing, 2e© A subset of the whole of the population is known as a ______ Sample

Social Media Marketing, 2e© _________is the result of collecting data from only a subset, rather than all, of the members of the sampling frame; it heightens the chance that the results are wrong. Sampling error

Social Media Marketing, 2e© Recall terms from class… Random sample, convenience sample, anecdotal evidence

Social Media Marketing, 2e© Since some people are willing to take a 30-minute phone survey and others are not, this can result in _______________ bias. nonresponse

Social Media Marketing, 2e© ________ are adjustment factors applied to adjust for differences in probability of selection between cases in a sample. Sampling weights

Social Media Marketing, 2e© ________ means research participants are made aware of the research and its benefits and implications, and they are given the opportunity to withdraw or move forward. Informed consent

Social Media Marketing, 2e© Forrester defines _______ as “the management and analysis of customer data from solicited and unsolicited feedback channels, used to find insights and activate and recalibrate marketing and business programs.” Enterprise social listening

Social Media Marketing, 2e© _________ is field research where researchers visit people’s homes and offices to observe them as they go about their everyday lives. Ethnographic research

Social Media Marketing, 2e© _______ is a rapidly growing research methodology that adapts ethnographic research techniques to study the communities that emerge through computer-mediated communications. netnography

Social Media Marketing, 2e© ________ refers to the duplication in conversation volume that tends to occur in social media spaces; it exists because people who share content online tend to share it in more than one community. Echo effect / online echo

Social Media in Research  Social customer care  Market research  Campaign assessment Social Media Marketing, 2e© 9-22

Qualitative Research  Observational  Observing and recording behavior or residual evidence of behavior  Especially useful for social listening  Ethnographic (Netnographic)  Applying ethnographic study of communities to online environments  Especially useful for deep understanding of a specific community or target audience Social Media Marketing, 2e© 9-23

Quantitative Analysis  Monitoring and tracking  Sentiment analysis  Content analysis Social Media Marketing, 2e© 9-24

Social Media Listening Tools  Social mention  Same point  Whos talkin  Blog pulse  Google alerts  Google trends  Howsociable Social Media Marketing, 2e© 9-25

Social Media Monitoring  How many times was the search term found?  When was the search term found?  Where was the search term found?  Who mentioned the search term? Social Media Marketing, 2e© 9-26

Sentiment Analysis – Steps  Fetch, crawl, cleanse  Extract relevant data points  Extract sentiment using sentiment indicators  Aggregate the data into a summary Social Media Marketing, 2e© 9-27

Content Analysis  Deep insight into the text (or other content)  Pieces of information are classified and analyzed for themes  Content analysis of a newspaper article  Content analysis of a TV show or a group of shows  Content analysis of a group of blogs Social Media Marketing, 2e© 9-28

Content Analysis Codes  Context codes  Respondent perspective codes  Process codes  Relationship codes  Event codes  Activity codes Social Media Marketing, 2e© 9-29

Caution! Errors!  Coverage error  Sampling error  Echo effect  Participation effect (including social media zombies)  Nonresponse bias Social Media Marketing, 2e© 9-30

For Discussion  Is it ethical to mine social conversations? Social Media Marketing, 2e© 9-31

Social Listening and Uber 9-32 Radian6Radian6 evaluation Radian6Radian6

Radian 6 and Social Listening Social Media Marketing, 2e© 9-33 Radian6 demo Social Media Monitoring Tips

Sample Dashboard Content Social Media Marketing, 2e© 9-34

Insights for Uber Social Media Marketing, 2e© 9-35

Let’s Try It  Identify one or more videos on YouTube mentioning a single brand. (Wendy’s)Wendy’s  Read the accompanying comments.  How do you approach analyzing the comments?  What insights can you glean?  How confident are you in your results? Social Media Marketing, 2e© 9-36

Potential Problems  Volume of conversation  Cultural factors in the meaning of language  Multiple meanings – e.g., BP  Accuracy in the categorical data Social Media Marketing, 2e© 9-37

Steps in Netnography  Identify online communities.  Select those with high traffic, high levels of activity.  Learn about the group’s culture.  Select material for analysis.  Classify material.  Keep a journal of reflections about the data collection.  Use member checks to assess accuracy of interpretation. Social Media Marketing, 2e© 9-38

Recap and Questions  How do companies utilize social media research? What are the primary approaches to social media research?  What is the research process for collecting, processing, and analyzing residual social media data used in social listening and monitoring?  What are the common errors and biases associated with social media research?  How do brands manage the social listening process?  What is the process for netnographic research? Social Media Marketing, 2e© 9-39