SKOPOS Defining Social Media

Darren Mark Noyce
Kreator, SKOPOS
ask@SKOPOS.info

Prologue: The First Social Olympics

In 2008 there was
no official ‘social’ integration
The First
Social Olympics

The First
Social Olympics
2012 sees FULL ‘social’
integration

Gold Medals Fuel Facebook Fans…
2 August, 2012
1. US Olympic Team (2,305,000 fans)
2. Team GB (374,000 fans, then 1m+ Sept 12)
3. Japan (347,315 fans)
4. Canadian Olympic Team (203,515 fans)
5. Australian Olympic Team (98,735 fans)
As Heather Stanning
and Helen Glover
crossed the line to
bring home Team GB's
first Olympic gold of
the games, and British
rowing's first ever
female gold, their
names began trending
worldwide on Twitter.
The First
Social Olympics
Massive Impact
We all joined in !

The First
Social Olympics
Massive Impact
We all talked & became fans
Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/

The First
Social Olympics
Massive Impact
We wished them luck!
Source: http://wallblog.co.uk/2012/08/06/olympic-fandom-how-the-games-are-impacting-facebook-fan-engagement/

The First
Social Olympics
Massive Impact
We were fast too !
Source: http://wallblog.co.uk/2012/08/06/bolt-claims-twitter-gold-infographic/

The First
Social Olympics
The official brands
loved it too
SOURCE:
http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-gold-as-nike-named-most-engaging-brand/

The First
Social Olympics
And so did naughty ones !
SOURCE:
http://wallblog.co.uk/2012/08/14/samsung-and-bbc-take-
gold-as-nike-named-most-engaging-brand/
Are all Brands now Media Owners?

The First
Social Olympics
And so did
the stars & celebs !

The First
Social Olympics
Even the Media
(& kids) seemed happy…

A True (Social Media) Success
London 2012, the first Olympics feeling the full blast of the social media... An eye-
popping 10 million tweets were posted during the opening ceremony alone.

From a structured but measured &
adaptable ‘Be Part of it’ Social Strategy…
SOURCE:
http://wallblog.co.uk/2012/09/07/loved-
team-gbs-social-media-updates-heres-how-
they-did-it/
Joe Morgan
Digital Manager
Team GB

Negative Olympic Tweets:
• A Swiss footballer gets
expelled from his team after
letting out a racist tweet.
• A British diver is at the
receiving end of an
insensitive tweet form a
twitter “Troll”.
• A Greek athlete is expelled
for a racist tweet.
• And an English journalist
gets his account suspended
for tweeting sensitive
information
he should not have.
But some (Anti-Social)
challenges too?
The First
Social Olympics
Heavy social media usage
disrupted a men's cycling race.
Spectators took up enough
bandwidth to interfere with the
GPS devices that transmit location
and time data to commentators.

Defining & Differentiating…
1. Social Media
2. Social Media Users & Usage
3. Social Media Analysis (listening)
4. Social Media For Research (asking & tasking)
5. Social Media for Business (helpfully engaging)
• Why? Well confusion exists.
• E.G. for instance ESOMAR says that Social Media Research is “content analysis, text
analysis, sentiment analysis, scaling, norms, sampling, and weighting” (ESOMAR
24 QUESTIONS TO HELP BUYERS OF SOCIAL MEDIA RESEARCH, May 2012)
• And yes there is overlap (especially when engaging
customers/users/fans/advocates)

1. Social Media
2. Social Media Users & Usage
4. Social Media For Research (asking & tasking)
5. Social Media for Business (helpfully engaging)

But just what is
Social Media?

Social Media employ web- and mobile-based
technologies to support interactive dialogue
and “introduce substantial and pervasive
changes to communication between
organizations, communities, and individuals.”
Andreas Kaplan and Michael Haenlein define
social media as "a group of Internet-based
applications that build on the ideological multi
faceted and technological foundations of Web
2.0, and that allow the creation and exchange
of user-generated content." i.e. Social media
are social software which mediate human
communication. When the technologies are in
place, social media is ubiquitously accessible,
and enabled by scalable communication
techniques. In the year 2012, social media
became one of the most powerful sources for
news updates through platforms like Twitter
and Facebook.
BEWARE:
A co-created definition !!

Social media technologies (platforms) take
on many different forms including…
…magazines, Internet forums, weblogs,
social blogs, microblogging, wikis, social
networks, podcasts, photographs or
pictures, video, rating/comparison, and
social bookmarking.
Blogs, Forums, Communities

Some Simpler Definitions…
“Social” means people interacting with each other.
“Media” (plural for “medium”) means the types of material used to create
artwork and communicate information or ideas. Media can include video,
photography, graphic design, writing, oil paints, etc.
“Social media” nowadays means websites that allow average users to
create pages, photos, videos and other stuff, share it openly, connect with
each other, and develop conversations..
Blogs, Forums, Communities

80% of UK Digital Citizens Use Facebook…
So Facebook users increasingly like
the General Pop (use mobile/net)
But 20% reject Facebook
These tending to be more... - male
- older
- empty nesters
- high SEG/income
Issues with Facebook relate to
lack of perceived need
and/or privacy, intrusion,
idol gossip, self-promotion, etc.
Source: SKOPOS ChatTrack™ Q112

Average user is 37 in the USA…

Stereotypical differences ?
SOURCE: http://wallblog.co.uk/files/2012/08/Data-channels-infographicSM.jpg

Networks serve different needs…
FYI - 2,028% - the year-on-year growth rate of Instagram in the UK. It’s even more astounding in North America.
Pinterest too, the other king of visual social media, is showing impressive growth.

Networks serve different needs…
Source: LinkedIn Research reported Sept 2012
Personal Business

© SKOPOS 2012 Looking forward… 33
3
Upload photos
24%
66%
2
View video clips
31%
65%
36%
56%
4
Use an instant messenger/
chat service
5
Send/receive messages
34%
55%
41% Download video clips
34% Play games
33% Read newspaper articles
24% Listen to the radio
Source: SKOPOS ChatTrack - Base: 460 respondents (all who use social media) - wave 4 data (2010 v 2012);
Q32. Thinking about your personal social network sites, chat forums or online communities, which of the following do you currently do...
1
View photos
Wave 4
Wave 1
43%
72%
Our Social Media Activity Top 5…
Sharing (of Media)
Conversing
Consuming
SKOPOS ChatTrack
TM

© SKOPOS 2012 Looking forward… 35
30%
50%
2
Use social networks
26%
49%
3
Download new apps
30%
45%
4
Play games that came
with the phone
5
Listen to the radio
27%
41%
1
Send / receive emails on your mobile
40% Read newspapers/magazines/articles 18%
39% Use instant messenger service 22%
37% Download new games 19%
37% Downloaded music tracks/albums 21%
Many things going Mobile, fast…
Wave 4
SKOPOS MTrack
TM
Wave 1
36%
59%
SKOPOS MTrack - Base: 521 respondents (UK Active Digital Society) - wave 4 data (Feb 2012); 488 respondents - wave 1 data (Feb 2011)
Q16. Thinking about your mobile phone(s) and/or mobile device(s) which of the following do you currently do…
All Activity Increasing

So, Social goes Mobile goes Local
Local = Location

Social Media Analysis v Research

Passive v Active Buzz v Bespoke
Social Media Monitoring/Analysis
Sentiment Monitoring/Analysis
Buzz Monitoring
Digital Panels
Communities
Forums
Blogs
Listening
Passive
Monitoring Bespoke Built
Buzz
Targeted
Active

• AKA…
• Buzz Monitoring
• Sentiment Analysis
• Social Media Analytics
• Social Intelligence
• Etc.
Variously via…
Free Software
Paid for Software
Paid Service
Managed (Full) Service
Consulting

Buzz monitoring is the tracking of consumer responses to
commercial services and products, to establish the marketing
buzz surrounding a new or existing offer. Similar to media
monitoring it is becoming increasingly popular as a base for
strategic insight development alongside other forms of market
research … involves the checking and analysis of myriad online
sources such as internet forums, blogs, and social networks.
Wikipedia

43
Sensitive
Sentiment
Measurement
A managed service for buzz and brand social media monitoring
Example (“National Express”)

Does Social Media Analysis = Research?
ADVANCE PREVIEW
ESOMAR 3D Conference November 2012, Amsterdam
Joint SKOPOS/Porsche paper & presentation
- scientific EU/USA comparison of Social Media Analysis v Custom Research
- examining automotive brands and touchpoints/experiences
- what insights does Social Media Analysis provide v Research (vv)?
- versus typical ad hoc market research study
- how similar/different are the findings & insights?
- why?
- what does the client take away from this comparison?
- what can the MR industry learn?
- will Social Media Analysis kill off traditional MR?
- why not?
- ask me for more details (client yet to approve final output)
http://www.esomar.org/events-and-awards/events/global-and-regional/3d-digital-dimensions-
2012/92_3d-digital-dimensions-2012.overview.php

CAVEAT: Good Research Should Ideally Predict
And/Or Challenge Assumptions...
A fail for Social Media Analysis? Helpful Research about Social Media usage?

CURRENT EVALUATION:
• Good for tracking high level sentiment & for
identifying invisible or urgent topics/trends
• Additional and supplementary, but not a
replacement for targeted market research
• Industries/Activities so far quite separate
Current Concerns?
• Passive not Active (you listen
to what people want to talk
about only, no asking)
• Sources & Sampling (only
certain information accessible,
not everything, fake accounts)
• Computer v Human Coding
(Accuracy, 30% v 80%?)
• Volumes of Automated Data
(with no interpretation & little
insight)
• Ethics, Privacy, Informed
Consent, etc.
But, are concerns dissipating as
understanding & experience
improves and experts emerging,
and integration occurring?

Digital Panels & Communities
Panels
Communities
Forums
Blogs
Access
Engagement
Activity
Tasks
AKA Social Media as a Methodology
(or a channel for research), or
ASKING & TASKING via Social Media

Our Breadth of
Brand & Sector
Application

Profiling - participant profiles can be created, so
that you can learn more and create richer, deeper,
relationships.
Live Focus Groups - content, ideas, concepts can be
posted – and you can observe your respondents
sharing their feedback in real-time. The sessions
are recorded and transcripts logged.
Forums - discussions can be broadcast to large
participant groups in an engaging environment,
to explore relevant topics.
Segmentation - participants can be grouped into
specific sub-communities and assigned particular
tasks and exercises (this also aids back-end analysis
& reporting).
Messaging - the messaging functionality enables us
to contact participants via their email in-boxes - to
prompt response and/or update them on new
assignments.
Auto Reporting - custom reports can be extracted
to Excel mid consultation, or upon conclusion of
consultation period.
Surveys & Polls - quantitative tools, such as surveys
and polls, can be utilised to provide the ‘hard’
numbers.
Media Sharing - rich multimedia can be broadcast,
whilst participants can also upload home-made
media clips quickly and easily.
Customisation - platform can be customised
(& re-skinned) with unique banners, login pages,
branded emails, etc.
Participation Management - the admin centre
facility allows you to review and probe the latest
responses, as well as manage participation in one
seamless environment.
Nowadays feature rich...
Digital Community Platforms

Open v Closed
Soft v Hard
Recruited v Transferred
MROC = more Qual
Panel = more Quant
Community = more engaged
Quant v Quant/Qual v Qual
Online-only or Online + +
Users/Customers/Fans
Or Non?
Surveys, discussions,
ideation, co-creation

Example: A One Handed World?
Source: InsightFarm Inc. from Quirks MR Review, August 2012
GOAL: Follow trends within an extreme population to create product ‘Foresight’
Bespoke online community of arm amputees (one armed/handed)
Trusted network built slowly over time and mostly from referrals
Open visible online conversations and exchanges
Video blogging/diaries plus surveys
“True Connectedness”
Life beyond the project
One-handed
Dexterity…
Requires
Many Product
Improvements
Teeth=third hand?
Applied
Social Insight
for Foresight!

Harnessing customer creativity
Co-Creation: Customer Collaboration
Co-creation refers to joint
client/customer initiatives.
With the rise of the internet and
social media, it has evolved into
a mostly (but certainly not
always) digital method to jointly
create and develop
new ideas in collaboration
with selected customers.

Co-Creation: Customer Collaboration
Infographic: Co-creation Hub

Example: Beefed Up Facebook Qual
Source: Consumer’s Eye View from Quirks MR Review, August 2012
GOAL: Understand small group of Millennials’ beef consumption
Bespoke FACEBOOK page
Target audience recruited to ‘Friend’ the page
Highest level of privacy selected post build phase
Incentivised on-going conversations and exchanges for 6 weeks
Relevant moderation
Prize Draws
Some meaty insights…
Packaging
Distribution
Promotions
Social Media !
No software or
partners required !

EVALUATION:
• Good for actively engaging a chosen audience
• Great for Asking and Tasking & Collaboration
• Can be used as an advocacy creator too
But beware…
• Over sensitisation
• Strain, fatigue, or worse…
• Lack of activity (starvation)
• Lack of in-person interaction
• Etc.
SMFR: An Overall Evaluation
Panels
Communities
Forums
Blogs

Social Media For Research (SMFR)

But can these two work together?
Passive v Active Buzz v Bespoke
Sentiment Monitoring/Analysis
Buzz Monitoring
Digital Panels
Communities
Forums
Blogs
Listening
Passive
Monitoring
Bespoke Built
Buzz
Targeted
Active

More Beef…A Possible Future
Clients Integrating Social Media Analysis…

Integrating Social Media Analysis…
Be brave! Experiment, apply learnings, then integrate with other research…
Focus Group guide creation
Codeframe optimisation (& auto-coding?)
Sharing of Social Media-generated
insights with respondents?
Go beyond the survey
“to present it as an alternative to focus
groups is like asking if you should replace
your scuba mask with a pair of ski goggles!”
Ricardo López , Hispanic Research Inc.

But still some way to go?
Market
Research
Social
Media
Analysis
Less than 5% overlap
(in members)
NOT to scale
c.500 UK
directory
Listings
Just
1% state
they offer
social media
monitoring
c.40 UK
Company
Members
listed
Just
5% appear to
be from
the MR
industry
http://amecorg.com/

Social Media For Business (SMFB)

Brands v Consumers
connecting
communicating
sharing
promoting
helping
acting
listening
engaging
Brands Consumers
impressing
informing
responding
selling
Engagement + Advocacy (fans/reviews) = Social Commerce

SOURCE:
http://econsultancy.com/uk/blog/10752-67-of-businesses-say-social-is-integral-to-
their-marketing-mix-infographic?utm_medium=email&utm_source=daily_pulse
ADOBE Survey of 650 marketing professionals, 2012
It’s Clearly Important to Brands

SOURCE:
Usual Suspects plus Niche Networks

So far, focus on Brand Awareness/Engagement
- Service, Retention and Sales Much Less
SOURCE:
Plus…

Social Media for Connecting
Sky actively uses social
media to connect with
potential customers
Pre-purchase

Social Media for Sales/Payments
Kellogg’s exchanges
samples for Tweets (or
vice versa)
Purchase

Social Media for Service & Loyalty
Sky actively uses social
media to help their users.
Open. Transparent. VFM.
Post-purchase

But of course this does not
always lead to happy
customers. And this is all in
the public domain, viewable
by everyone.
HANDLE WITH CARE.
Social Media – still a big challenge
Everything open & transparent
Post-purchase

And finally, to link things up…

Brands: Should Listen closely
(and act, appropriately)
SOURCE: http://econsultancy.com/uk/blog/10560-social-engagement-drives-sales-and-advocacy-for-
brands?utm_medium=email&utm_source=daily_pulse
“Your brand is what
Google says it is, not what
you say your brand is.”
51% – The percentage of social
media users who agree that a
brand being inactive on social
channels reflects negatively on
the company.

Brands: Should
Engage actively & well (and be careful)…

Brands: Should
Be prepared for everyone to share…

Brands: Should
Act fast to manage the unexpected…
It’s now
24/7
Monitoring,
Attention,
Action

And finally, AGENCIES should…

SOURCE:
Think Opportunities not Threats…

SOURCE:
Think Integration
Hence more believe they are integrated

OPPORTUNITY: less than a quarter (22 percent) of large businesses agree
that ‘they are able to harness social data’ (2012). Brands need help.
Think Helpfully & Holistically…
OPPORTUNITY:
social = New ready-made data sources
Plus bespoke insight creation channels (tools)
OPPORTUNITY:
Include Social Media data with other methods for integrated holistic insight

That’s all folks….
…must fly

SKOPOS Defining Social Media

Recomendados

Recomendados

Más contenido relacionado

Similar a SKOPOS Defining Social Media

Similar a SKOPOS Defining Social Media (20)

Más de skoposuk

Más de skoposuk (11)

Último

Último (20)

SKOPOS Defining Social Media