Graeme Lawrence

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Graeme Lawrence, Virtual Surveys, UK Part 2: Session 1, Convenor Sue York, Chair Dan Foreman, schedule =10.22am to 10:46am (London) Listening is only half the story Graeme Lawrence, Virtual Surveys, UK

Transcript of Graeme Lawrence

Page 1: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Listening is only half the story

Graeme Lawrence, Virtual Surveys, UK

Page 2: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Page 3: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Page 4: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Page 5: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Consumer perceptions of Brand

Social Media Landscape Social Media Channels

Brand generated content

Consumer generated content

The Brand

Brands and Social Media

Page 6: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

"Don't enter this space without a strategic plan in place"

Linda Cronin, director of media and interactive integrated communications, Coca-Cola North America

Strategy is key

Page 7: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Working together with you and your customers to optimise your offering

Listening to interaction

Page 8: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Listening to and analysing brand noise

Page 9: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Working together with you and your customers to optimise your offering

Page 10: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

“I felt totally violated”

Page 11: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

A possible approach to assess social media presence

Page 12: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Analysing ‘open’ data sources

Page 13: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Analysing the ‘Outliers’

22/10/10 - Increase in activity led to increase

in engagement but not reach!

Page 14: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

The role of interconnections

Page 15: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Is listening enough?

Primary Research provides…

•  The ability to test and validate the hypotheses

• More information about who we’ve reached

•  An understanding of engagement

•  Impact on brand image

•  An assessment of impact on attitudes towards the brand

Page 16: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)   16

Questions matter

How recruited?

Short-term Online Research Community

(V-Discussion)

How took part?

Page 17: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)   17 17

Word cloud run on open comments: The bigger the word, the more frequently it was mentioned

Questions matter

Page 18: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Final observations…

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‘Why ask some when you can listen to all?’

The reality is you need to still do both

But we need to reframe how we do both

And the tools for both are becoming increasingly sophisticated – which clearly helps this reframing process

Page 19: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Thank You

Page 20: Graeme Lawrence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Q & A

Graeme Lawrence and Dan Foreman