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Social Media Beyond Engagement

Jason DunstoneManaging Director

Square Holeswww.linkedin.com/in/jasondunstone

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“Market research

is any organized

effort to gather

information about

markets or

customers ”

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“ Right now, with social

networks and other

tools on the Internet, all

of these 500 million

people have a way to

say what they're

thinking and have their

voice be heard. ”Mark Zuckerberg

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Facebook Prospectus February 1, 2012

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1. Should we / shouldn’t we?

2. Yes, let’s do it!

3. It’s about engagement!

4. Sentiment monitoring

5. Deeper measures of ROI

6. Social media as research data

Social media thought process …

Th

inkin

g a

rou

nd

so

cia

l m

ed

ia is g

ett

ing

de

ep

er

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“It’s about engagement!”

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# Name Total Likes Talking about

1. Coca-Cola 69,931,637 983,561 1.4%

2. Red Bull 39,337,725 334,120 0.8%

3. Converse 36,902,237 115,628 0.3%

4. Starbucks 34,974,731 481,822 1.4%

5. PlayStation 34,703,073 246,079 0.7%

6. Oreo 34,027,555 257,282 0.8%

7. Walmart 31,381,017 506,276 1.6%

8. iTunes 30,247,514 91,395 0.3%

9. McDonald's 29,228,549 122,918 0.4%

10. BlackBerry 28,850,875 41,8799 1.5%

http://www.socialbakers.com/all-social-media-stats/facebook/

Engagement

rates are low.

What about the

other 99%?

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Deeper consumer understanding …

online, offline, marketing,

NPD, behavior change etc

Digesting the bigger picture to

get back to the target consumer

Social media thought process …

1.

2.

3.

4.

5.

Opportunities are HERE > 6. Social media as research data

Tools ever emerging here4. Sentiment monitoring

5. Deeper measures of ROI

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The thinking as to being online is moving from

engaging to

understanding consumers

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Moving from qualitative, quantitative,

statistics, field management etc

To data artists, scientists,

programmers, working with

APIs, data scraping and

visualisation skills

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Focus moves from this To this

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And, from ‘more, more, more whatever it takes’ to a robust ‘sample’

Strategies are adopted to entice interested consumers

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But, it’s not that easy …

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Some social data such as

Twitter and Foursquare is

open to use.

Facebook is more closed.

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Does Facebook

have a legal leg

to stand on?

Or are they just a

scary monster?

“The

attorney

said that

they were

just about to

sue me into

oblivion”

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Market research industry has a

squeaky clean privacy

background through AMSRO,

AMSRS, ESOMAR etc.

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The ‘wave’ of social data offers exciting

opportunities for market researchers.

Services and tools are ever emerging

to easily access unstructured and some

structured data.

Yet, the biggest opportunity will come

from market researchers expanding

their partnerships and innovating.

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3.Data collection

4.Outputs

1.Brief

2.Methodology

3.Proof of concept

4. Full implementation

1.Opportunity identification

2.Design and trial

ToFrom

Partnerships and

innovation

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1.Brief

2.Methodology

3.Proof of

concept

1.Opportunity

identification

2.Design

and trial

ToFrom

Greater resource skew

to ‘innovation’

4. Full implementation

4.Outputs

3.Data collection

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3.Proof of concept

4.Full implementation

1.Opportunity identification

2.Design and trial

Creation of a culture

focused on defining

innovation projects that

deliver on consumer

insight and broader

business objectives using

social data.

Partner with internal and

external IT and related

professionals.

What tools currently exist

and where are there gaps?

Legal, policy and other

implications.

Is it possible and

lessons learnt?

Refinement of

design, budget

and likely ROI.

Approval of full

project and

implementation.

Consumer profiling

Emotional context

Influence networks

Sales drivers

Campaign impact

Segmentation

Enhanced sentiment

Brand differentiation

Consumer lives

Improved targeting

Product development

Building advocacy

Unmet needs

Service gaps

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“ Right now, with social

networks and other

tools on the Internet, all

of these 500 million

people have a way to

say what they're

thinking and have their

voice be heard. ”Mark Zuckerberg

SPONSOR LOGOSPONSOR LOGO

Social Media Beyond Engagement

Jason DunstoneManaging Director

Square Holeswww.linkedin.com/in/jasondunstone