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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Introduction to Social Media Research 16 October 2013
Annie Pettit, Peanut Labs
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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/
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
MROCs
Surveys
Ethnography
Mobile qualitative
Online focus groups
Social media research
More tools in our toolbox
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• Online surveys
• Online focus groups
• Online communities
• Facebook polls
• Sample from social networks
Social media listening research is NOT
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media 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
What is social media listening research?
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. &^%& %#&@ $*@&
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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/codes-and-guidelines/ESOMAR_Guideline-on-Social-Media.pdf
Be knowledgeable about ethics guidelines
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Create search
Clean Search
Crawl Internet
Variable Cleaning
Content Analysis
Sentiment Scoring
Sample
Weight
Analyze
Results
Social Media Research Method
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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
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
• Gazprom
• McKesson
• Sinopec
• AXA
• Paribas
• ThyssenKrupp
• State Grid
• Dexia Group
• Sysco
• Repsol YPF
• BNP
• Fortis
Hard for unknown companies to research their own brand
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• Procter & Gamble
• Dow Chemical
• Pfizer
• Unilever
• Siemens
Hard for untalked about companies to research their own brand
What exactly do they make?
I prefer to chat about Lipton
I prefer to chat about Neosporin
I prefer to chat about Olay
I prefer NOT to chat about Dow
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• Annie’s Bakery
• Joe’s Corner Store
• Little Rock Tackle Shop
• Lexington Spa and Nails
• Jacksonville Coffee Stop
• Rockland Best Ice Cream Shoppe
Harder for local/small businesses to research their own brand via quant
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• Burger King
• WalMart
• Fruit Loops
• Pepsi
• Kroger
• Nike
• Microsoft
• Toyota
• iPad
• Pringles
Large consumer facing companies can measure anything
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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
SMR cannot measure incidence nor awareness
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
The Good Stuff: Daily Tracking
1.00
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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
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
Spam
Sales Pitches
Business Discussions
Real People
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
This is spam
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Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
This isn’t Spam
22
RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
http://twitter.com/personsname1/status/217775548674486273
RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
http://twitter.com/personsname2/status/217775584892293120
RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
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RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
http://twitter.com/personsname4/status/217775643876786176
RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
http://twitter.com/cpersonsname5/status/217775684737695744
RT @AriesTerms: #Aries are the sexual energizer bunnies. They keep going, & going, & going...
http://twitter.com/personsname6/status/217781225044193280
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
These are sales pitches
23
• 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
24
• 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"
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• "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..."
These are business discussions
25
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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!!
This is hidden gold
26
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
These are always consumers
27
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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
Data quality is top priority
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
• 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
Quality in sample 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
0%
25%
50%
75%
100%
Walmart Adidas BP iPod KindleFire
Kroger Poptarts Sam'sClub
Tablet -iPad 2
TigerWoods
Social Networks - facebook.com Video - YouTube.com
Top 2 Box (Positive)
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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
Quality in Coding
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
in my college, people voted against this strike... wonder if their tuition fees gonna be
paid in cash or cards.
Strike
Schooling Voting
SMR Variables
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
• Ethnographies are scored by researchers
• SM data are scored by researchers
• “I would totally buy that”
• “No way in hell am I buying that crap”
Quality in Sentiment Analysis
• 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.
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• 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
Automated sentiment analysis requires care
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
: )
: (
:o)
=]
=)
:^)
Use of emoticons: How smart are you?
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
: )
: (
:o)
=]
=)
:^)
Use of emoticons: How smart are you?
;)
:|
>;]
>:X
\,,/
\m/
d^_^b
(¬_¬)
d(>w<)b
(,_,)
( °٢° )
(V)!_!(V)
m9(^Д^)
(`・ω・´)
_| ̄|○
(`-´)>
(´;ω;`)
ヽ(`Д´)ノ
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
LOL
FTW
WFT
ROFL
SMH
Use of acronyms
Laugh out loud
For the win/ F*** the world
What the f***
Rolling on the floor laughing
Rolling on the floor laughing my ass off
Shaking my head
To you too
Too late
Tomorrow
Forever
Too cool for you
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
LOL
FTW
WFT
ROFL
SMH
Use of acronyms: Still feeling smart?
2U2
2l8
2mr
4ever
2C4U
AWHFY
IMHO
BION
CUL
FCFS
JK
KMA
OMG
POS
RTF
Laugh out loud
For the win/ F*** the world
What the f***
Rolling on the floor laughing
Rolling on the floor laughing my ass off
Shaking my head
To you too
Too late
Tomorrow
Forever
Too cool for you
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Sick
Whack
Dope
Mafan
Crush
Use of Slang
Good Crazy bad Good Pain in the ass Good Good Best one Slut/slob Inferior fool
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Sick
Whack
Dope
Mafan
Crush
Use of Slang: Feeling inadequate now?
Clutch
Koota
Slub
Scrub
Wassock
Bomb
Burned
Dough
Aiight
Krunk
Sup
Pwn
Kicks
Dat
Lekker
Good Crazy bad Good Pain in the ass Good Good Best one Slut/slob Inferior fool
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
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
Words in context are much easier?
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Is social media data normally distributed?
53
0
500
1000
1500
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
1000
2000
3000
1 1.6 2.1 2.6 3.1 3.6 4.1 4.6
0
1000
2000
3000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
8000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
400
800
1200
1 1.5 2 2.5 3 3.5 4 4.5 5
0
2000
4000
6000
1 1.5 2 2.5 3 3.5 4 4.5 5
0
400
800
1200
1 1.5 2 2.5 3 3.5 4 4.5 5
0
750
1500
2250
1 1.5 2 2.5 3 3.5 4 4.5 5
Junior Seau
Nissan Rogue
Neiman Marcus
Fuel Prices
Toronto Transit Commission
Sephora
Bullying
Toilet Paper
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)
54
0
2000
4000
6000
8000
10000
12000
-100 -89 -79 -69 -59 -49 -39 -29 -19 -9 1 11 21 31 41 51 61 71 81 91
Extremely Negative
Extremely Positive
Neutral
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
• Measure census rep(representative)
• Measure frequencies and quantities precisely
• Measure geographics
• Ask follow up questions
• But we can do so much…
What CAN’T we do with the data?
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?
57
These are the celebrities YOUR consumers want to talk about. These celebrities are already meaningful. Are they the RIGHT celebrities?
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Find the positives
58
Do more of these. Don’t get rid of these. Brag about these.
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Find the negatives
59
Solve these problems. Make sure consumers know you’re working on this.
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Find the most common topic
60
Which issue is top of mind for your consumers? Which issue should you address first? Which great idea should you brag about the most?
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
Find the least common topic
61
Is a problem about to explode? Are your consumers unaware of or uninterested in your bragging points?
Speaker: Annie Pettit, Peanut Labs NewMR Lecture Series 2013 – Introduction to Social Media Research
http://ca.linkedin.com/in/anniepettit https://www.facebook.com/anniepettit http://lovestats.wordpress.com/ http://twitter.com/lovestats
Thank you!
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