Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

How can we turn online discussions into insight?

Ray Poynter The Future Place

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Four Steps to Insight

1.  Understand the client’s needs

2.  Find the discourse

3.  Analyse the discourse

4.  Synthesise the needs and the analysis

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Strategies & Approaches

1.  Netnography

2.  Create Discussions

3.  Mass Techniques

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Spectrum of Role

Complete  Observer  

Complete  Par0cipant  

Par0cipant/Observer  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Analysis Options

Discourse  Analysis  

Grounded  Theory  

Conversa5on  Analysis  

Semio5cs  

Hermeneu5cs  

Coun5ng  Words  

NLP  Mathema5cal  

Models  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Create Discussions

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

The Four Rs

Reading  

Reflexivity  

Wri5ng  

Respect  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Mass Techniques

Volume  

Trends  

Sen5ment  Influence  

Content  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Ethics

1.  Guidelines

2.  ScrapeGate, Google, Facebook

3.  Marketing and MR

4.  Confidence

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Public vs Private

Declared  Public  

Declared  Private  

Unconsidered  Public  

Assumed  Private  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

In  Facebook  I  discover  the  “ACME  TV  and  Video”  page  which  has  a  wide  variety  of  posts  on  it  from  people  who  use,  or  like  or  are  interested  in,  ACME  TVs  and  ACME  videos.  Because  I  do  not  want  to  keep  visi0ng  the  site  I  create  a  script  in  my  favourite  web  scraper  to  log  in  every  day  and  to  collect  all  new  posts  and  to  put  them  in  a  database  for  me.    

For  my  client,  a  major  electronics  company  based  in  the  US,  I  produce  a  report,  based  on  social  media,  looking  at  the  different  social  contexts  of  the  consumers  home  electronics.  I  note  within  this  ACME  page  a  200  word  poem  wriQen  by  a  contributor  who  writes  that  her  neighbour’s  8  year  old  daughter  is  oTen  leT  at  home  on  her  own  and  uses  the  TV  to  feel  less  alone  and  lonely.  

In  my  report  I  include  a  copy  of  the  poem  and  I  men0on  that  it  is  taken  from  the  ACME  TV  page.  However,  in  order  to  protect  the  'respondent  anonymity',  I  change  her  name  to  some  fic00ous  name.  

Note,  this  is  a  hypothe0cal  case,  it  did  not  happen  this  way!!  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Key Points

1.  This is going to be BIG!

2.  There will be disasters!

3.  Software is better at finding corpora than analysing them

4.  Know what model you are applying

5.  Ensure your client knows what confidence they can place on findings

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Thank you

Ray Poynter The Future Place

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Q & A

Ray  Poynter  and  Jeffrey  Henning  

Speaker Ray Poynter, The Future Place, UK Part 1: Session 1: Convenor Greg Coops, Chair Jeffrey Henning, schedule = 1:08am to 1:33am (GMT/London)

Ray Poynter

Read  Ray’s  blog  @  hQp://thefutureplace.typepad.com/  Follow  Ray’s  tweets  at  @  hQp://twiQer.com/raypoynter    Connect  with  Ray  on  LinkedIn  @  hQp://uk.linkedin.com/in/raypoynter    Find  out  about  Ray’s  book  at  @  hQp://bit.ly/cmFnbo