Carol haney listening - 2011

Carol Sue Haney, Harris Interactive, USA NewMR “Listening is the new asking” – Text Analytics and Market Research, March 8, 2011

A presenta*on from the NewMR ‘Listening is the New Asking’ Text Analy*cs Event -‐ March 8 2011

The sponsor of the ‘Listening is the New Asking’ event is Zinc Research For more informa*on about NewMR events visit newmr.org

The copyright for this material is jointly owned by The Future Place and the presenter.

‘Raw Honest Truth v2.0: Panel-‐based Social Media Research’ Carol Sue Haney Harris Interac*ve, USA


Raw Honest Truth v2.0: Panel-based

Social Media Research Carol Sue Haney Harris Interactive


The great brands of yesterday told the best stories about themselves; the great brands of tomorrow will be those where people tell the best stories about them.

The world has changed…


Turning to social media for advice

Growth and size of brand Facebook microsites

•  Coca-‐Cola: 96.0K 22.1M •  Starbucks: 78.9K 19.4M •  Oreo: 71.6K 16.5M •  Ski]les: 51.3K 14.9M •  Red Bull: 40.8K 15.0M •  Victoria’s Secret: 32.7K 11.3M •  Pringles: 20.9K 8.9M •  Starburst: 29.7K 7.4M •  Ferrero Rocher: 29.9K 7.4M •  Dr Pepper 39.2K 7.7M

Online, people are using their personal networks and overlapping into corporate-‐sponsored networks (microsite) to make purchasing decisions

How many social media users turn to social media when making purchase decisions: 28% 14% 26% 14% 23% 18% 17% 17% 11%


•  2% I want a relaEonship

• 27% Give Advice • 8% Ask Advice • 2% Personality Tests

•  1 % Maybe I will use online daEng

•  1% I’m returning to online daEng

•  12% Sarcasm

•  4% Don’t use service •  3% Beware of online daEng •  2% I’m giving up on

online daEng/hate daEng

•  19% Best of luck •  8% Good match •  2% Using online daEng

service right now

Neutral

NegaEve PosiEve

• 9% Bad Match/ No Match/ Hard to Match


Demographics Online PopulaEon RL Panel Weight Factor

Gender

Male 50% 34% 1.5

Female 50% 66% 0.8

Age

18-‐24 15% 10% 1.6

25-‐34 20% 21% 1.0

35-‐44 22% 20% 1.1

45-‐54 20% 24% 0.8

55-‐64 14% 19% 0.8

65+ 9% 7% 1.3

Income

$15,000 or less 7% 10% 0.8

$15,001 to $25,000 9% 10% 0.9

$25,001 to $35,000 10% 12% 0.9

$35,001 to $50,000 14% 16% 0.9

$50,001 to $75,000 22% 21% 1.0

$75,001 to $100,000 18% 14% 1.3

$100,000 or over 19% 17% 1.1

Panel-based social media research links

internet, surveying and behavioral streams of data together - all from

the same group of individuals - creating a

single-source panel that you can…

Listen to

Interact with Observe Quantify


82% of all U.S. online users use social networking and 75% belong to Facebook

21% have posted about a brand one or more Emes

36% have posted comments directly on a Facebook brand page 54% have clicked the “like” buZon on a Facebook page for a brand or company

* Harris-‐sponsored study, data collected last Feb 2011


The conversation is different Facebook Fans Panel-‐based listening Base = 823 Base = 917

Travel Rewards


Cutting out marketer noise: what real people say Case Study: Diet Coke Love It Light

Method Opportunity Findings

listen real-‐*me to a pre-‐screened panel of over 30K people No marketers or online media are within the panel We listened to over 26 million online conversa*ons from our panelists looking for men*ons of the Love It Light campaign

A major distributor is told that "Diet Coke Love it Light" campign is a marke*ng success with people in social media But... is the distributor listening to themselves marke*ng the campaign, or are real people talking about the campaign?

Real people don't use the term "Diet Coke love it light" in online conversaEons; they say Diet Coke Here's how real people use "Diet Coke" and "love": My mom is addicted to Diet Coke. Every*me we visit her she always greets me with a fresh diet coke in a can. Now that's love. :)


Quick Case Study


Client develops marke*ng materials that be]er connect with people at emo*onal levels.

Deepening target people emo*onal connec*ons with SuperHair Social Media

Research Discovery Triggers…

Qual Technique That…

Feeds Further Insights…

Step 1 Social Media

Research Discovery

Step 3 Social Media Research

Valida*on of new

findings

Step 2 Qual Focus Group


Who is talking about SuperHair Age

Gender

Income

Region

AnEcipated target segment

Wealthier than anEcipated

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Female, 47 years old, lives in Arizona, makes between $75K-‐99.9K and is an RN: Epic haircoloring error with SuperHair... now what the heck am I going to do with bright magenta roots???? I wanted red, but this is just...oy. Give me the run down, maybe i can get a be]er idea what you have done. But what i would say just from this: go to Hair Supply and get NewBrand Neutral Brown an N and an R, level/number will depend on how dark you want it, and start there, or come see me tomorow.

I used SuperHair Organic Roasted Coffee ... Followed the box direc*ons, avoiding roots un*l last 10 minutes. The rest of my hair is exactly the shade I wanted, rich medium to dark auburn. But the roots... holy crikey, bright freaking magenta.

Try redoing it with ColorSafe mahogany … much be]er now … the smell is horrible tho

Excerpt

6 other posts

What good is the organic if it is going to act just like a bleach chemical?

In-line (neutral): “Organic” used in competing product name

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Raw honest truth…


In-line (negative): “Organic he-woman”

Female, 29 years old, lives in NYC, is in college: She smells like that kind of organic he-‐woman who handles cow manure all day. Yuck!

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Raw honest truth…


Sentiment: positive, negative, and neutral

Sen*ment scale of intensity, from -‐.5 to + .5

Drillable to the post, the conversa*on, and panelist a]ributes

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Step 2: qualita*ve findings Aqer the ini*al social media research steps, during the qual exercise, we find and deep-‐dive on new ideas, such as “great hair day” or “look and feel good.”

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Step 3: Valida*on of qualita*ve findings We then review the conversaEons around those new qual concepts. Those new concepts bring with them their own segmenta*on. For example, we found with the SuperHair research that females who discuss “good hair days” are outside our original target, 18-‐24 year olds:

why do chicks take their profile pics from up in the air????

Because we think we look good that day (good hair day, nice makeup) so we think ‘OMG!!.new facebook pic’ and we take it ourselves!

Female, 28 years old, from the South, $50K+ income:

Male, 42 years old:

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Thank you

Carol Sue Haney Harris Interactive


Q & A

Carol Sue Haney Harris Interac*ve

Ray Poynter The Future Place


Carol Haney

Follow Carol’s tweets at @ h]p://twi]er.com/raypoynter Connect with Carol on LinkedIn @ h]p://www.linkedin.com/pub/carol-‐sue-‐haney/0/751/21 Read Harris Interac*ve’s thought leaders @ h]p://www.harrisinterac*ve.com/insights/blogthehighway.aspx/

Carol haney listening - 2011

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