Post on 11-Apr-2017
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Beyond The Hype The entrance of social media
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Research communi4es
Par4cipant coding
Online discussion groups
Blog research
Content?
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Consumer language
Listening
Consumer insights
Trend watching
Connec4ng
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
0 Where did it go wrong?
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Representa4veness
‘It’s the end of the world as we know it’
1
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Conversa4ons are the new unit of analysis
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Sampling is s4ll key
2
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
234.000.000 websites
126.000.000 blogs
27.300.000 tweets
‘we scrape all online conversa6ons’
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
www.facebook.com
www.health.co.uk
www.bbc.co.uk
www.webw
asp.co.uk/forum
www.thew
holesaleforums.co.uk/forum
/
www.tw
iLer.com
www.am
azon.co.uk/
forums.pigeonw
atch.co.uk
www.schoolhistory.co.uk/forum
/
forum.netw
eather.tv/
www.ukm
usic.com/
www.schoolhistory.co.uk/
www.trials-‐forum
.co.uk/
www.blue-‐room
.org.uk/
www.sharesforum
.co.uk/
www.speedw
ay-‐forum.co.uk/forum
s/
forum.tribalw
ars.co.uk/
www.webdesignerforum
.co.uk/
www.asd-‐forum
.org.uk/forum/
www.m
otorhomefun.co.uk/
www.blog.co.uk/
www.youtube.com
www.lgblog.co.uk/
www.bloguk.com
/
blog.newhum
anist.org.uk/
www.zoom
f.com/blog/
www.therugbyblog.co.uk/
blog.findmypast.co.uk/
Convenience sampling?
Addi4onal scra
ping is a must
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Data quality 3
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Goal orienta4on
What do you want to learn from online conversa4ons?
A: Market insights
B: Brand reputaSon D: Customer saSsfacSon
C: Evaluate product / campaign
4
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Insight genera4on & idea genera4on
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Buzz volume
Sen4
meter
Ea4ng professional
Housing Payment
Guilt
Iden4ty
Telephone call
Treatment
Diagnosis
Transport
Dog Personal care Law
Clothes
Ac4ve
Friends Decision
Safety
Religion
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Ea4ng = enjoying life
Health problems AppeSte decreases
Altered taste Chewing
Swallowing
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Supermarket for elderly
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Branding
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Share brands in total amount of conversations
Total sample 100% conversaSons
Brands
24%
conversaSons
Total sample = 1327 About brands = 327
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
52%
68%
% Emo4onality % Posi4ve % Nega4ve
73% 28%
90% 81%
Average ra4ng
review sites
2,69
1,75
Sen4ment analysis
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
% Emo4onality % Posi4ve % Nega4ve
90% 81% 52% N = 48
Average ra4ng review sites
1,75
! Strengths ! Breyers has a strong tradi4on. Their vanilla & chocolate flavours are legends and they always had a strong fan base. People have a lot of trust in the brand.
! Weaknesses ! Recently, consumers report a decrease in quality
– Taste – Texture – Natural claim
– Profit above quality
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Communica4on
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
#1980
28%
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Learn what you already know
5
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
I feel bi^er about my life, the way its gone, the fact there's no quick fix solu4ons -‐ any advice?
Customized metrics
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Annelies Verhaeghe, InSites Consul4ng , Belgium Part 2: Session 2, Convenor Sue York, Chair Brian Jacobs, schedule = 11:15am to 11:45am (GMT/London)
Q & A Annelies Verhaeghe and Brian Jacobs