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ARF AM 5.0 presentation by Conversition and Peanut Labs. Wednesday, June 23, 2010.
Citation preview
Annie PettitAnnie PettitCROConversition
Sean CaseSean CaseSVPPeanut Labs
Leveraging Social Media to Measure What Leveraging Social Media to Measure What Your Audience is Saying about YouYour Audience is Saying about You
Leveraging Social Media Leveraging Social Media to Measure What Your to Measure What Your Audience is Saying about YouAudience is Saying about You
Leveraging Social Media Leveraging Social Media to Measure What Your to Measure What Your Audience is Saying about YouAudience is Saying about You
Social MediaSocial MediaSocial MediaSocial Media
Social Media StateSocial Media StateSocial Media StateSocial Media State
LinkedIn has over 50m members worldwide. This means an increase of around 1m members month-on-month since July/August 2009
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
More than 250 Facebook applications have over a million combined users each month
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Wikipedia currently has in excess of 14m articles written by it’s 85,000 contributors in 10 different languages
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
YouTube hosts over 300 million videos (with 500,000 uploaded each day)
Social Media StateSocial Media StateSocial Media StateSocial Media State
38% of bloggers post brand or product reviews
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
More than 700,000 local businesses have active pages on Facebook
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Towards the end of last year, the average number of tweets per day was over 27.3m
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
The average number of tweets per hour was around 1.3m
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Flickr hosts more than 4bn images
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Purpose-built Facebook pages have created more than 5.3bn fans
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
There are now 11m LinkedIn users across Europe
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Approximately 225.4 million Internet users visit Wikipedia on a daily basis
Social Media StateSocial Media StateSocial Media StateSocial Media State
85 million+ unique individuals access YouTube per month
Social Media StateSocial Media StateSocial Media StateSocial Media State
At the current rate, Twitter will process almost 10bn tweets in a single year
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Executives from all Global 1000 companies are LinkedIn members
Social Media StateSocial Media StateSocial Media StateSocial Media State
There are more than 3.5bn pieces of content (web links, news stories, blog posts, etc.) shared each week on Facebook
Source: Hird, Jake. “20+ mind-blowing social media statistics revisited.” [Weblog entry.] Econsultancy. 29 Jan. 2010. (http://econsultancy.com/blog/5324-20+-mind-blowing-soical-media-statistics-revisited). 6 Jun. 2010.
Social Media StateSocial Media StateSocial Media StateSocial Media State
Google runs thousands and thousands of servers worldwide, processing over 1000 terabytes of user-generated data each hour. This is equal to about half of all of the academic research libraries in the United States
Source: Wikipedia
Social Media StateSocial Media StateSocial Media StateSocial Media State
70% of bloggers are organically talking about brands on their blog
Source: Jake Hird, Econsultancy, 20+ Mind Blowing Social Media Statistics Revisited http://econsultancy.com/blog/5324-20+-mind-blowing-social-media-statistics-revisited (Jan. 29, 2010).
96% of 18-21 year olds are on a social network
78% of 18-21 year olds trust the opinions of others about products / services rather than traditional advertising
Why Should You Care?Why Should You Care?Why Should You Care?Why Should You Care?
Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.
Social Media for BusinessSocial Media for Business
75% surveyed have a company page on a social network
61% use social media for identifying and attracting
57% built a network through sites such as LinkedIn
45% expect social media to be profitable in next 12 months
Do you have a company page on LinkedIn or Facebook?
Source: Leoni, Joanne PhD. (2010). “Social Media: A Way of Life and Business.” Presentation at the 2010 Florida MRA Education Event in South Beach, FL, April.
The use of social media for business has doubled 12% to 24% in the past year. Of this…
Social Media for Market ResearchSocial Media for Market ResearchSocial Media for Market ResearchSocial Media for Market ResearchSocialVoice: Enabling Researchers to Ask and Listen
BackgroundBackground
Some TV shows fail
Some TV shows thrive
All cost
Money
Describe
Predict
Save $
ProblemProblem
MethodsMethods
Social
Media
Research
Methods
AnalysisAnalysis
Social media research analysis
is the same as
Survey research analysis
DWTStars
Gossip Girl
One Tree Hill
Accidentally
Numb3rsGhost WhispJersey Shore
Ugly Betty
Dance CrewChristineCougar Town
30 Rock
Desperate HW
Volume Volume
Monitoring highlights overall Monitoring highlights overall performanceperformanceMonitoring highlights overall Monitoring highlights overall performanceperformance
Research can start with VerbatimsResearch can start with Verbatims30 Rock30 RockResearch can start with VerbatimsResearch can start with Verbatims30 Rock30 Rock
I think the only other show I’d love to be on would be 30 Rock because it’s hilarious and I love all the characters on it
I just started watching 30 rock and love it so much i feel the compulsive need to reference it obliquely
I like 30 Rock (only because i love LOVE Tina Fey!). I also like The Office
In the last decade there hasn't been a funnier TV writer than Tina Fey. Alec Baldwin is an excellent comedic actor and Tracy Morgan is Tracy Morgan. Fantastic show
Never understood that when a sitcom ceases to be funny why you would still watch. I just dropped 30 Rock like a year and a half ago
Surveys or focus groups or SM Surveys or focus groups or SM verbatims - Old Christineverbatims - Old ChristineSurveys or focus groups or SM Surveys or focus groups or SM verbatims - Old Christineverbatims - Old Christine
I feel like this show is wandering off track. All the characters dislike each other and they're just not fun to spend time around. Last night's was pretty painful, and too similar to the last new episode, wit
It's a lame show, just like that New Adventures of Old Christine is dreadful.h the subway
I'm sorry, Jimmydean83, are you serious? I don't hate the show, but I don't love it either. And my opinion isn't political
Richard donating his sperm to Old Christine (and New Christine being okay with that) was a little ridiculous, but it still delivered laughs
Top
2 B
ox S
en
tim
en
tTrend overall sentiment for long running shows:Trend overall sentiment for long running shows:Slightly More Love for 30 RockSlightly More Love for 30 RockTrend overall sentiment for long running shows:Trend overall sentiment for long running shows:Slightly More Love for 30 RockSlightly More Love for 30 Rock
Source: SocialVoice
Trend overall volume for long running shows:Trend overall volume for long running shows:But Way More Chatter For 30 RockBut Way More Chatter For 30 RockTrend overall volume for long running shows:Trend overall volume for long running shows:But Way More Chatter For 30 RockBut Way More Chatter For 30 Rock
Volu
me o
f O
nlin
e C
hatt
er
Source: SocialVoice
Construct 30 RockChristin
ePurchasing ███████████
New Different ████████████
Recommend ███████
Trial ███████████Aggregate Emotions ██████████
Anticipation █████████
Appreciation ████████████
Courage ████████
Happiness █████████████
Surprise ████████████
Trust ██████████
But measuring passion points is important:But measuring passion points is important:We’ve Got Some Passion…We’ve Got Some Passion…But measuring passion points is important:But measuring passion points is important:We’ve Got Some Passion…We’ve Got Some Passion…
And you need to measure like points And you need to measure like points tootoo…And Lots of Liking…And Lots of Liking
And you need to measure like points And you need to measure like points tootoo…And Lots of Liking…And Lots of Liking
Construct 30 RockChristin
ePurchasing ██████████████
New Different ██████████████
Recommend ██████████████
Trial ████████████████
Aggregate Emotions
██████████████
Anticipation ██████████████
Appreciation ██████████████
Courage ██████████████
Happiness ███████████████
Surprise ██████████████
Trust █████████████
Much More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownMuch More Love For Cougar TownTop
2 B
ox S
en
tim
en
t
Source: SocialVoice
And Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTAnd Much More Volume for CTV
olu
me o
f O
nlin
e C
hatt
er
Source: SocialVoice
ConstructCougar Town
Accidentally on
Purpose
Purchasing ████████
New Different ████
Recommend ██████
Trial ██████
Aggregate Emotions █████
Anticipation █████
Appreciation █████
Courage ███████
Happiness ██████
Surprise ████
Trust ████████
Cougar Town has passion pointsCougar Town has passion pointsThey aren’t Making Love…They aren’t Making Love…Cougar Town has passion pointsCougar Town has passion pointsThey aren’t Making Love…They aren’t Making Love…
Source: SocialVoice
ConstructCougar Town
Accidentally on
Purpose
Purchasing █████████
New Different █████████
Recommend ████████
Trial █████████
Aggregate Emotions █████████
Anticipation █████████
Appreciation ████████
Courage ████████
Happiness ████████
Surprise ████████
Trust ████████
While Accidentally has noneWhile Accidentally has none… Nor are They Making Like… Nor are They Making LikeWhile Accidentally has noneWhile Accidentally has none… Nor are They Making Like… Nor are They Making Like
Source: SocialVoice
Measure specific actionable ideasMeasure specific actionable ideas30 Rock Characteristics30 Rock CharacteristicsMeasure specific actionable ideasMeasure specific actionable ideas30 Rock Characteristics30 Rock Characteristics
Get The Head’s Up on Emerging PointsGet The Head’s Up on Emerging PointsGet The Head’s Up on Emerging PointsGet The Head’s Up on Emerging Points
“I love that they keep going back to Greyson's tiny eyes. Its hilarious because the actor really does have small eyes and he cannot do anything about it in real life”
ConclusionsConclusions
Social media research
can measure
audience perceptions
Next StepsNext Steps
Build algorithms
Test models
Predict the future`
Thank youThank youThank youThank you
Questions…
Annie Pettit
[email protected], @LoveStats
Sean Case
[email protected], @PeanutLabsMR