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Exploring the Iceberg of Social Media Insights

A New Way of Doing Market Research, Social Media is Becoming the World's Largest Focus Group
by

Cristina Iacobescu

on 19 October 2016

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Transcript of Exploring the Iceberg of Social Media Insights

Social
=
#1 use of the Internet
(Reuters citing Bill Tancer)
What Can Social Media Do for Market Research?
A New Way of Doing Market Research
Using it
to share knowledge
(The Social Mind - SNCR study )
Why Do We Care About Looking at
Social Media Data?

There is a lot of
money
in it!
(see video)

Exploring the Social Media Insights Iceberg

Cross-country comparison shows digital transformation is the main focus of European CIOs, along with adoption of new tech like cloud, big data, analytics, mobile, social, security and Internet of Things
Social Insights can help you get into the mind of CIOs, by uncovering their focus areas and related challenges, allowing to better tailor solutions to their needs
UK CIOs want to lead the Digital Agenda by implementing new technologies, however they are competing with the CMO* and CDO** for the same task
"You can't look in isolation and find causes [...] To understand how tides work upon oceans, you need to understand the correlation between oceans and the moon. [...] The real impact of data always comes from the
intersection of different data sets
"
(Dane Atkinson, SumAll)

Customer Database
and History
Sales & Financial Data
Competitive Intelligence
etc.


Traditional and online
primary research
on clients, quantitative and qualitative

Other
secondary
research

on IT buyers

What Other Types of Data, Can Social Analytics provide?
Volumes over Time and Popularity Peaks
CIO Spain: IDG events gathered the attention of many CIOs
By Venue and Language Split
Participants, Communities and Influencers
With whom should you connect for the greatest impact of efforts?
Topics of Conversation and Correlations
Word Cloud
English dominates, but for 3 topics, there is as much German discussion
Twitter predominates; In DACH there are more blogs too
By Venue Split -
Cross Region
Language Split -
DACH
> Reach

> Authority

> Engagement

> Connectivity
Buzz Graph
Share of Voice
= % companies have in branded social media discussions
Topics at a glance - ex. business alignment
Depicts correlations - ex. CIO-CMO
Engage European CIOs with tailored solutions for their company's digital transformation - ex. hybrid cloud, analytics, security, IoT* and related support
Data on clients from other teams/departments to consider:
Other client research sources
to consider:

Social Media Insights
How else will social analytics complete the puzzle in the future of big data used in market research?
Real-time dashboards
Benchmarking
Not just sentiment
but emotions

Understand grammar,
context, irony, metaphors etc.

A New Way of Doing Market Research
Social Media Insights
Picture source: http://agileimpact.org/wp-content/uploads/2014/09/social-media-analytics.jpg
Picture source: http://cloudtweaks.com/category/cartoon/
Most companies are here:
The Penguin on Top of the Iceberg:

- Check owned pages

- Maybe analyze their social campaigns (if any), but
probably mainly rely on
non-automated work
But there is plenty of fish in the sea!
Example Study
Also important for
B2B
(IDG Connect)
Market
changes
B2B Buyers
behavior changes
Need of
fresh data
to build
the strategy on
Business Question:
Chief Information Officers (CIOs)

are some of my key IT buyers in Europe, how can I better target them?
Solution:
Series of
CIO Persona Social Media Analyses
Social media conversations around CIOs
Twitter, Blogs, Forums (incl. LinkedIn)
Listening Period: March-June 2015
Regions covered: UK, France, Spain, DACH*
(*Germany, Austria, Switzerland)
Scope
UK
DACH
Spain
France
Digital
Transformation
CIO Role
Evolution
Cloud
Big Data, BI,
Analytics
IT Security
Social
Mobile
Internet of
Things
Digital
Transformation
CIO Role
Evolution
Cloud
Big Data, BI,
Analytics
IT Security
Social
Mobile
Internet of
Things
Digital
Transformation
CIO Role
Evolution
Cloud
Big Data, BI,
Analytics
CIO Events
Mobile
Internet of
Things
Digital
Transformation
CIO Role
Evolution
Cloud
Big Data, BI,
Analytics
IT Security
Social
Mobile
Internet of
Things
16%
10%
10%
10%
7%
6%
5%
3%
18%
15%
15%
12%
11%
10%
7%
7%
34%
11%
9%
8%
8%
5%
2%
2%
18%
14%
12%
11%
7%
5%
11%
Build search string and get CIO social media discussions
Identify naturally emerging topics
Rich detail:
actionable

drivers
/
challenges
What are CIO related
drivers
?
What they need, want, like, proactively focus on more
What are CIO related
challenges
?
Pain points, hindering the achieving of objectives
know interests and use for strategy / engagement
show understanding and offer solutions
Total N = 23,967
Total N = 9,312
Total N = 4,325
Total N = 3,073
1-a) Drivers
Summary
1-b) Challenges
Summary


Role overlap with the CMO (* Chief Marketing Officer) / CDO (** Chief Digital Officer)

Not enough agility to react to rapid change

Scaling / measuring digital strategies impact
Driving the Digital agenda

Higher transfor-mation budget
Example Topics & Subtopics for UK, Mar-Jun 2015
Total N = 23,967
1. Digital
Transformation
2.
CIO Role
Evolution
3.
Cloud
4.
Big Data,
Analytics, BI
5.
IT

Security
6.
Social
7.
Mobile
8.
Internet
of Things
39%
81%
57%
62%
17%
100%
85%
24%
N = 3,935
N = 2,489
N = 2,374
N = 2,337
N = 1,718
N = 1,435
N = 1,227
N = 806
Drivers Challenges
61%
1
9%
43%
38%
83%
15%
76%
Communication Peaks on Twitter, Mar-Jun 2015
29.Apr - IDG Forum Big Data Analytics
26.May - IDG Webinar on Cloud
28.May - IDG Webinar: Microsoft BI
16.Jun - Conferencia Internacional Computer World
250
200
150
100
50
0
Mentions
Overall
By Theme
UK
DACH
Spain
France
German
English
Digital
Cloud
BD&A, BI
Social
Role
Security
Mobile
IoT
N=1,652
N=1,371
N=1,352
N=1,067
N=1,056
N=805
N=686
N=624
35%
30%
28%
28%
44%
46%
42%
30%
65%
70%
72%
72%
56%
54%
58%
70%
N=9,312
29%
71%
N=23,967
N=9,312
N=4,325
N=3,073
99%
93%
93%
95%
6%
1%
3%
1%
2%
1%
Twitter
Blogs
Forums
* BD&A, BI = Big Data & Analytics, Business Intelligence
** IoT = Internet of Things
Influencer (i) #1
Authority
10/10
99
Score
923,322
Followers
8
Community
Note: Influencers were anonymized due to confidentiality
Note: Companies were anonymized due to confidentiality
Company (C) 1
C2
C5
C4
C3
C6
C7
C10
C9
C8
C11
UK
DACH
Spain
France
N=1,209
N=982
N=273
N=204
19%
19%
20%
11%
23%
8%
8%
8%
6%
22%
7%
9%
19%
17%
15%
12%
12%
12%
12%
10%
9%
11%
6%
5%
7%
7%
6%
11%
10%
9%
7%
8%

* BI = Business
Intelligence
big data
iot
technologies
manage
chief
officers
cmo
business
business
digital
manager
management
data
cdo
cio
cloud
*
IoT
= Internet of Things
By understanding social conversations
around CIOs, we can respond to their
specific pain points and drivers

Ways to Engage with European CIOs
1.
Digital
CIOs are driving it with higher focus on
Hybrid Cloud
and
Big Data / Analytics
,
Mobility / Social
and related
Security
; newer focus on
Internet of Things
2.
Region Specifics

UK CIOs
: interested in security;
want high level of customization

DACH CIOs
: most concerns, especially on social; local blogs & topics

France
: higher interest in IoT;
vendors & start-ups competition
Events are popular with

Spanish CIOs
3.
Next Steps
Use social insights to build a strategy, to
open dialogues

as well as extend
engagement
through various venues
(online, social, events)
and generate
leads
Full transcript