Introduction to Social Media Research


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Introduction to Social Media Research 16 October 2013

Annie Pettit, Peanut Labs This webinar was broadcast on 16 October, 2013, as part of the NewMR Lecture Series. You can access the other lectures, and the materials from other events via NewMR’s Play Again http://newmr.org/play-again/

All copyright owned by The Future Place and the presenters of the material For more information about NewMR events visit http://newmr.org Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

An Introduction to Social Media Research By Annie Pettit Chief Research Officer, Peanut Labs @LoveStats @PeanutLabsMR

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

More tools in our toolbox

MROCs Surveys Ethnography Mobile qualitative Online focus groups Social media research Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Social media listening research is NOT • • • • •

Online surveys Online focus groups Online communities Facebook polls Sample from social networks

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What is social media listening research? • Market research using naturally occurring social media conversations as the data source

• Distinctive because: • NOT permission based • NOT elicited • Massive potential for individual harm

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What is individual harm?

@UserName If my rabbi finds out I just ate pork, I’m in huge trouble @UserName I’m doing crap all at work today #FreeMoney

@UserName If anyone at school says anything about me today, I will finally kill myself @UserName I hate pretending to be happy. &^%& %#[email protected] $*@& Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Be knowledgeable about ethics guidelines • Separate guidelines developed by MRA, ESOMAR, CASRO • Essence is the same as traditional guidelines • Respect for privacy

• Be aware of implications re contacting/sharing without permission •

http://www.mra-net.org/rq/documents/MRA_IMRO_SMR16.pdf



http://www.casro.org/pdfs/1011/Social_Media_Research_Guidelines.pdf



http://www.esomar.org/uploads/public/knowledge-and-standards/codesand-guidelines/ESOMAR_Guideline-on-Social-Media.pdf

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Social Media Research Method

Create search Clean Search Crawl Internet Variable Cleaning Content Analysis Sentiment Scoring Sample Weight Analyze Results Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Limitations

• All research methods have limitations • Surveys are difficult to write and may include poorly worded questions and answers • Focus groups employ small sample sizes of carefully selected people whose opinions might not generalize outside the group • Mobile surveys need to be short and simple

• Social media research also has limitations

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Cannot identify geo/demographics

Female, White, Not Hispanic, Canadian

Male, White, Not Hispanic, Belgium

Female, White, Not Hispanic, American

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Hard for unknown companies to research their own brand • • • • • • • • • • • •

Gazprom McKesson Sinopec AXA Paribas ThyssenKrupp State Grid Dexia Group Sysco Repsol YPF BNP Fortis

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Hard for untalked about companies to research their own brand • Procter & Gamble

I prefer to chat about Olay

• Dow Chemical

I prefer NOT to chat about Dow

• Pfizer

I prefer to chat about Neosporin

• Unilever

I prefer to chat about Lipton

• Siemens

What exactly do they make?

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Harder for local/small businesses to research their own brand via quant •

Annie’s Bakery



Joe’s Corner Store



Little Rock Tackle Shop



Lexington Spa and Nails



Jacksonville Coffee Stop



Rockland Best Ice Cream Shoppe

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Large consumer facing companies can measure anything • • • • • • • • • •

Burger King WalMart Fruit Loops Pepsi Kroger Nike Microsoft Toyota iPad Pringles Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

SMR cannot measure incidence nor awareness • People may not be aware of the brand • People who ARE aware aren’t chatting in social media • People may not feel like talking about the brand • People may not feel like talking about ANY brands

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

The Good Stuff: Time travel!

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Speaker: Annie Pettit, Peanut Labs

NewMR Lecture Series 2013 – Introduction to Social Media Research 16-Feb-12

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The Good Stuff: Daily Tracking 5.00

4.50

4.00

3.50

3.00

2.50

2.00

1.50

1.00

The Good Stuff: Thousands of Variables Strongly Disagree

Somewhat Disagree

Neutral

Somewhat Agree

Strongly Agree

Honest Reliable Creative Determined

Fashionable Kind Funny Classy Confident Sociable Energetic Intelligent

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Finding the needle in the haystack

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

This is the internet

Sales Pitches

Spam

Real People

Business Discussions

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

This is spam • Adderall 20/30mg IR/XR online without prescription.Contact now if interested at [email protected] • ambien without prescription ambien online paypal buy ambien no rx online • buy ambien without prescription buy ambien bulk buy ambien online no rx • buy ambien without prescription buy ambien in uk buy ambien tijuana • buy ambien without prescription buy ambien online fast shipping generic ambien safe

• http://t.co/nQ3E8MAt Buy Eprex online - Generic Eprex legally - Purchase Eprex without script • zithromax cost buy canadian zithromax prescription online and antibiotics that treat stds Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

This isn’t Spam RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/personsname1/status/2177 75548674486273

RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/personsname2/status/2177 75584892293120

RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/personsname3/status/2177 75625186967554

RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/personsname4/status/2177 75643876786176

RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/cpersonsname5/status/217 775684737695744

RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...

http://twitter.com/personsname6/status/2177 81225044193280

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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

These are sales pitches • •

• • • • •

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This is an excellent movie, I saw it online for free in HD at: watchmovies4free {.} org This is a very cool film, I saw it online for free in HD here: viewfilmsfree {.} com This is a great movie, I downloaded it online for free here: VIEWFILMSFREE {.} COM This is an excellent movie, I watched it online for free here: WATCHMOVIES4FREE {.} ORG "Xbox 360 Messenger Kit (Chatpad & headset), Only 10 @ HMV http://t.co/vSJK2VUH #deal" "New comedy DVDs and Blu-rays at HMV http://t.co/XjsH130e #deal" "#Offers #Deals Amazing Christmas deals at HMV Blackadder Remastered: Ultimate Edition: 6 DVD 17.99 and fr... http://bit.ly/eS2GZd" Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

These are not sales pitches • • • • • • • •

I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/65a7aB6E I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/756xG3mR I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/8FFS3Xzj I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/9i9OZG1i I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/aa1Xbb1F I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/AmAgrCL1 I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/BKCM29b6 I unlocked the The Glee Project: Sexuality sticker on @GetGlue! http://t.co/D8wLvPzR



"Be grateful if you used my referral link for this deal http://share.livingsocial.com/deals/...4&rui=95087725" "http://www.hotukdeals.com/deals/batt.../817097?page=4 stock on order but hukd seems to think its a very hot deal" "its part of the 5 for 10 pounds universal 100 deal on hmv http://hmv.com/hmvweb/displayProduct...RODUCT-620866#" "Picked this up at HMV though it was a steal. http://yfrog.com/h22plaj Still can't find a Kinect Sports deal tho"

• • •

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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

These are business discussions • • • • • • •

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"HMV: what the analysts say - # Telegraph ow.ly/84WHA # HMV" "UK: HMVs New Loan Facilities Have Retailer Over A Barrel, Says Analyst http://goo.gl/fb/pzKi9 2:33 AM Jun 8th via Google" "#HMV announces another profit warning, #VerdictRetail analyst comment http://bit.ly/fD301z @ hmvtweets @ retailfocus 4:14 AM Apr 6th via bitly" "HMV warns on covenants as debt climbs: Embattled music and entertainment retailer says it will miss analysts... http://on.ft.com/efK5cu 3:56 AM Mar 1st via twitterfeed" "HMV: What the analysts say: Today's grim profits warning from HMV Group has reignited debate over the comp... http://tinyurl.com/2cdozec 2:20 AM Jan 5th via twitterfeed" "HMV struggles to survive amid tumbling sales: With more than 400 stores across the country, industry analysts sa... http://bit.ly/dVdgHY 12:27 PM Dec 9th via twitterfeed" "Jan. 10 (Bloomberg) -- Natalie Berg, an analyst at Planet Retail Ltd., discusses holiday sales reports by Debenhams Plc, Marks & Spencer Group Plc and HMV Group Plc, and the outlook for retailers. She speaks with Linzie Janis and Mark Barton on..."

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

This is hidden gold • CaDbury ;p tehehe !!! whch one z ur fav ?eish i lyk them all • On a fyn weathr lyk ths......smbdy z cravin 4 a Cadbury chocolate • Neva eva lyk neva chew cadbury swt infrnt of ur man or any otha cute fellow! Nt cute at al! • My favorite player Randy Moss mite be makin ah cum back to tha NFL • wtf would i say sheesh? "o sry bout ur balls dude“ • I shlda jus taken the credit smh ;) • dnt giv a faak boy...they will do what ever to get a follower; twar, steal tweets, diss a country, screenmunch, dey r relentles • Slick talkn , sneek diss n, all that ole under the table @!! Ish,, bring it 2 a brother face!!

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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

These are always consumers

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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Data quality is top priority • Every research method has data quality processes • Seek out and fix leading questions • Seek out and recruit the right target not the most convenient target • Seek out and shorten overly long surveys

• SMR begins with quality extraction

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What does HFCS stand for?

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What does HFCS stand for?

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What does BP Stand For?

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What does BP Stand For?

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Acronyms need special care

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Quality in sample sources • Traditional research sample data sources • Are you interested in opinions from women • Are you interested in opinions from younger people • Are you interested in opinions from lower income people

• SMR samples data sources

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Social Media Sampling Matrix

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Same brand, different result 100%

75%

50%

25%

0% Walmart Adidas

BP

iPod

Kindle Fire

Social Networks - facebook.com

Kroger Poptarts Sam's Tablet - Tiger Club iPad 2 Woods

Video - YouTube.com

Top 2 Box (Positive) Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Quality in Coding • Traditional research organizes content • Q1: Are you a man or woman? • Q12: How likely are you to purchase coffee? • Q15: Which of the following brands do you use?

• SMR organizes content

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

SMR Variables

in my college, people voted against this strike... wonder if their tuition fees gonna be paid in cash or cards.

Strike Schooling

Voting

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Content Analysis Validity

Beefy Heavy Weighs a ton Pounds sterling Pound puppy Tons of stuff Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Content Analysis Validity

Blue ray Blue tooth Bobbi Brown Charlie Brown Fifty Shades of Grey Grey Goose

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Quality in Sentiment Analysis • Ethnographies are scored by researchers • How long can you run a country by holding all the poor provinces hostage and saying "were gonna cut out your equalizations unless you do what we say". cuts are gonna be made, people will be unhappy when provinces cut jobs education and you're gonna have a hard time getting re-elected because you were too busy implementing your nonsense.

• SM data are scored by researchers • “I would totally buy that” • “No way in hell am I buying that crap”

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Automated sentiment analysis requires care • This fabulous movie delicately portrayed the horrible atrocities of war, including terrifying images of torture and rape

• This fabulous movie delicately portrayed the horrible atrocities of war, including terrifying images of torture and rape

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Sentiment analysis is never perfect

New emoticons New acronyms New slang Sarcasm Strange typos Strange grammar Descriptions vs Sentiment Human scoring is only 85% accurate. Machine scoring strives for 75% accuracy. Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of emoticons: How smart are you?

:) :(

:o) =] =) :^)

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of emoticons: How smart are you?

:)

;)

d^_^b

m9(^Д^)

:(

:|

(¬_¬)

(`・ω・´)

:o)

>;]

d(>w<)b

_| ̄|○

=]

>:X

(,_,)

(`-´)>

=)

\,,/

( °٢° )

(´;ω;`)

:^)

\m/

(V)!_!(V)

ヽ(`Д´)ノ

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of acronyms

LOL FTW

WFT ROFL SMH

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of acronyms: Still feeling smart?

LOL

2U2

AWHFY

JK

FTW

2l8

IMHO

KMA

WFT

2mr

BION

OMG

ROFL

4ever

CUL

POS

SMH

2C4U

FCFS

RTF

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of Slang

Sick Whack

Dope Mafan Crush

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Use of Slang: Feeling inadequate now?

Sick

Clutch

Bomb

Sup

Whack

Koota

Burned

Pwn

Dope

Slub

Dough

Kicks

Mafan

Scrub

Aiight

Dat

Crush

Wassock

Krunk

Lekker

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

How non-researchers validate scoring Verbatim

Step 1: Auto Score

Step 2: Human Validation

What a horrible thing to happen. Can’t believe people died on a costa cruise.

Negative

Agree

What a joke. Costa is giving people a big discount after the whole sinking ship thing.

Positive

Disagree

We had our honeymoon on the costa concordia. It was wonderful.

Positive

Agree

I hope the costa concordia captain goes to hell.

Negative

Agree

Plus 996 other evaluations…

The “yeah, yeah” method Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

How researchers validate scoring Verbatim

Step 1: Blind Score

Step 2: Blind Score

Step 3: Concurrence

What a horrible thing to happen. Can’t believe people died on a costa cruise.

Negative

Negative

Yes

What a joke. Costa is giving people a big discount after the whole sinking ship thing.

Negative

Positive

No

We had our honeymoon on the costa concordia. It was wonderful.

Positive

Positive

Yes

I hope the costa concordia captain goes to hell.

Negative

Negative

Yes

Plus 996 other evaluations…

The Correct Blind Method Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Words in context are much easier? 1.

I hate hate HATE grocery shopping at Walmart!

2.

beautiful. loved it. amazing, keep up the excellent work!

3.

Im eating a big mac meal as i type , and it's fkin lovely

4.

just ate mcds...i feel ten pounds heavier..its a love hate

5.

I love Rebecca Black

6.

Yeah right. Keep arguing, at least you look smarter

7.

Bouta crush this big mac...

8.

dirk is just too clutch its scary

9.

the black eyeliner is the bomb

10. expect 400% from you dude--no excuses. >;p

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Is social media data normally distributed? 1500

8000 3000 6000

1000

2000

500

4000

1000

0

2000

0

1

1.5

2

2.5

3

3.5

4

4.5

5

Junior Seau

0

1

1.5

2

2.5

3

3.5

4

4.5

5

Fuel Prices

1

1200

6000

4000

800

4000

2000

400

2000

0

0

0

1.5

2

2.5

3

3.5

4

4.5

Nissan Rogue

5

1

1.5

2

2.5

3

3.5

4

4.5

5

Toronto Transit Commission

1

1200

2250

2000

800

1500

1000

400

750

0

0

0

1.6

2.1

Neiman Marcus

53

2.6

3.1

3.6

4.1

4.6

1

1.5

Sephora

2.5

3

3.5

4

4.5

5

2

2.5

3

3.5

1.5

2

2.5

3

3.5

4

4.5

5

4

4.5

5

Toilet Paper

3000

1

2

Bullying

6000

1

1.5

4

4.5

5

1

1.5

2

2.5

3

3.5

Cake Boss

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Branded Social Media Data is (Mostly) Normally Distributed (n=60 million) 12000

10000

8000

6000

4000

2000

0

-100

-89

-79

Extremely Negative 54

-69

-59

-49

-39

-29

-19

-9

1

11

21

31

41

51

61

Neutral

71

81

91

Extremely Positive

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What CAN’T we do with the data? • • • •

Measure census rep(representative) Measure frequencies and quantities precisely Measure geographics Ask follow up questions • But we can do so much…

55

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

What other brands should you ask about? Identify the other top of mind brands that come up during conversations of your target topic. Make sure you do follow up research with them. Make sure they are included on your survey

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Which celebrity should endorse the Blackberry? These are the celebrities YOUR consumers want to talk about. These celebrities are already meaningful. Are they the RIGHT celebrities?

57

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Find the positives Do more of these. Don’t get rid of these. Brag about these.

58

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Find the negatives Solve these problems. Make sure consumers know you’re working on this.

59

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Find the most common topic Which issue is top of mind for your consumers? Which issue should you address first? Which great idea should you brag about the most?

60

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Find the least common topic Is a problem about to explode? Are your consumers unaware of or uninterested in your bragging points?

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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Thank you!

http://ca.linkedin.com/in/anniepettit http://lovestats.wordpress.com/

62

https://www.facebook.com/anniepettit http://twitter.com/lovestats

Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research

Thank you

Annie Pettit Peanut Labs Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research