Steve nuttall and jess whittaker main stage - 2011

Main Stage, November 3, 2011

Are Social Media and Research Meant to be Together? Case study of the National Broadband Network Steve Nuttall, Colmar Brunton and Jess Whittaker, BuzzNumbers

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Steve Nuttall, Colmar Brunton & Jess Whittaker, BuzzNumbers, Australia Festival of NewMR 2011 - Session 2 Schedule: 03:30am-05:30am (GMT)

Are Social Media and Research meant to be together? Case Study of the National Broadband Network

Jess Whittaker Product Evangelist BuzzNumbers Twitter @jessdoubleya

Steve Nuttall Managing Director Colmar Brunton @stevenuttall


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"The more people see two-way engagement and being able to interact with people all over the

world, I think the less they want to be involved in structured research ….. if I have something to

say to that company now, there are lots of ways to say it."

Joan Lewis, Procter & Gamble Co, 2011


“We no longer need a voice of the customer. The customer has their own voice and it can be heard in social media everyday. So what is next? I am “The Listener of the Customer.” All the information we want is on the social web to help identify new products or services, refine existing products, improve quality, and create product design specifications. And what is even better is this new social media environment is completely natural and uncontrived.”


But surely ….

1.  It’s not representative 2.  It’s based on only the

opinions of the vocal minority

3.  Coding sentiment is subjective and sometimes hard to categorise

4.  Too much weight is given to the large volume of conversations generated by only a handful of people


“To demonstrate how social media listening tools and market research can complement one

another and provide a deeper understanding of how brands and organisations can better engage

with consumers and citizens”

The Opportunity


To test whether social media monitoring produces similar results to conventional market research

methods - with a focus on the National Broadband Network.

The Experiment


Why select the National Broadband Network as our topic?

1.  Topical 2.  Controversial 3.  Universal


Process overview

Listen -1st Wave 4,255 pieces of online content

2 weeks in March

Listen - 2nd Wave 2,239 pieces of online content

1st 2 weeks in August

Ask - 2nd Wave 1,019 responses to

online survey 1st week August

Ask - 3rd Wave 1,017 responses to

online survey 3rd week in October

Listen - 3rd Wave 3,118 pieces of online content

3rd week in October


What does social and online media monitoring look like?

Use a listening /monitoring tool to collect & sort relevant conversations about a company or brand


NBN Digital Ecosystem

Online Opinion

Social Media

News

Video Forums

Blog


Digital media channels are an increasingly important source of information

69%

32%

30%

14%

3%

22%

4%

1%

1%

4%

66%

29%

33%

17%

4%

23%

5%

1%

1%

3%

Television

Radio

Newspapers in print

Word of mouth

Other

Newspapers on line

Facebook

Twitter

LinkedIn

Other social media

Through which sources did you hear about the NBN?

In August 28% heard through digital media channel, compared to 33% in October

13

Q2. Through which of the following sources did you last hear something about the NBN? (MR) Base = 1,017

0


Topics: Investigate themes customized to your research, brand or

competitors.

Mentions: See the individual mentions that relate to your keywords

with a brief extract of the conversation.

Sentiment Grading: Manually assign sentiments.

Grade by clicking on the plus, circle, or negative

symbol


What are people saying about the

NBN?

What do people want to know about the NBN?

How can NBN build a digital comms programme that

informs Australians about what it really means for them?

Framing the NBN questions


Three key topics that people are talking about Talk in social media is mainly about competition and infrastructure issues.

0

38%

42%

14%

42%

38%

18%

19%

44%

10%

Infrastructure

Competition

Pricing

April August October


The total price the Government is spending on the NBN 35%

The NBN may not be worth the investment required 30%

The total price of the NBN rollout on taxpayers 29%

The effect on telecommunications prices 26%

Bonuses being paid to NBN executives 13%

17

Telstra’s participation in the NBN project 34%

NBN generally being uncompetitive 18%

How it impacts on telecommunication companies and broadband providers

18%

Alternatives to the NBN 17%

Telecommunication control over the infrastructure - what does this mean

14%

NBN not using local Australian technology firms in the rollout phase

10%

Pricing 53%

Competition 51%

People are reading about price related topics more than they are talking about them

Q4. What topics or issues are you reading about in relation to the NBN? (MR) Base = 1017

Delays in rolling out the NBN 31%

The unknowns around the NBN 22%

The limitations of the NBN 19%

The way the NBN will impact on our digital economy 13%

The NBN rollout in Wollongong 9%

The effects of the rollout on the environment 7%

Infrastructure 50%


Pricing

“NBN Co has decided to suspend some of its charges to ISPs as the #NBN rolls out. A win for @simonhackett http://bit.ly/o71uf1” - @joshgnosis

“@Gwyntaglaw @wsj agree as long as it passes a rigorous cost benefit analysis unlike the nbn.” - @TurnbullMalcolm

“*pops champagne* NBN now has over 50 customers!! Total cost is now under $1 billion per customer. National building bargain basement styles.” - @cam_sinclair

“Currently I spend $119/mth on Telstra phone + TPG ADSL for 2/0.3 Mbps. Internode NBN (w/phone) = $79.95/mth for 12/1 Mbps. #bargin #nbn #fb” - @mcilvena


Competition

“Telstra rolling out 4G this month. 4G can deliver internet speeds comparable to the NBN” - @123InternetAU

“Haven't seen anything yet about latest #NBN release: http://bit.ly/o9ZHke Does this go some way towards addressing @simonhackett's concerns?” - @Gwyntaglaw

“4G network soon to be available in Brisbane... another NBN fail. http://bit.ly/qgY2D0” - @drwasho

“Can 3G Broadband Compete With The NBN In Brunswick? http://j.mp/pIAN4g” - @vexnews

“Only 0.5% of Telstra’s shareholders voted against the #nbn deal” Breaking: Only 0.5% of Telstra’s share holders hate the future… - @greenat15


Infrastructure

“Some of the very positive benefits of NBN with e-health demonstration in Kiama roll-out. http://t.co/VBqazPt #nbn” - @IEUNSWACT

“Shhhh, don't tell the anti-NBN crowd. Data transport via optics saves power and offers immense scope for tech ad... http://bit.ly/qkpSNH” - @gtveloce

“14 customers connected in Brunswick NBN and the Party celebrates. What an expensive joke. #auspol @Ross_Greenwood” - @captainbaldrick

“Medical assessments from home made possible by the #NBN http://on.fb.me/bgRWhe #broadband #ftth #Australia” - @AndrewHeslop“The NBN have published the 12 month rollout schedule as a PDF on their wedsite, seriously? What is this, 2007?” - @franksting


Winning the communications battle in social media

32%

41%

36%

40%

Social media

Main stream online media

Positive Negative March 2011 August 2011 October 2011

18%

16%

32%

32%

Social Media


16%

22%

25%

26%

Social Media



16%

17%

25%

38%

Social media

Online omnibus

August 2011

Social media listening vs. conventional polling

Opinion against the NBN is almost identical. But proportion talking in favour of NBN on social media has declined.

Positive Negative

October 2011

18%

15%

32%

38%

Social media

Online omnibus

Q1. On balance, how do you feel about the National Broadband Network (NBN)? Base = 1,017

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Andre Fernando

Garth

Social media listening vs. polling Why are the results similar?

Why is negative sentiment so similar - is it purely by chance?

Jane Ike Heather

Ed

Beverly

Carol

Dianne Tweeter and Blogger

NBN=

Or do the results tell us something about how the opinions of influential people are transmitted through their social networks and across a digitally connected population?


-  Extracting the meaning out of the noise

-  Manual hours of data analysis -  Privacy settings restrict

analysis -  Not everything is discussed

online e.g. spicy breakfast cereal

-  Online language is colloquial/slang and can be hard to track at time e.g. IAG = “its all good” on twitter

What we have learnt?

Weakness


-  Large data sets across a broad range of sources

-  Cost effective software -  Easy to set up -  Raw opinions there is no

agenda – able to observe rather than ask questions

-  Real time insights -  Location Based -  Huge scope for analytics

What have we learnt?

Opportunities


8 key questions you should think about

1. Who’s doing the talking?

2. What are people saying?

3. Where do conversations

start?

4. Where do conversations go?

5. Who gets noticed?

6. Whose voice is the loudest?

7. Who do I need to engage?

8. How should I engage with

them?



Q & A

Jess Whi>aker BuzzNumbers

Steve Nu>all Colmar Brunton

Sue York NewMR


Are Social Media and Research meant to be together? Case Study of the National Broadband Network

Jess Whittaker Product Evangelist BuzzNumbers Twitter @jessdoubleya

Steve Nuttall Managing Director Colmar Brunton @stevenuttall

Main Stage, November 3, 2011

Are Social Media and Research Meant to be Together? Case study of the National Broadband Network Steve Nuttall, Colmar Brunton and Jess Whittaker, BuzzNumbers

A Presenta*on from the Fes*val of NewMR Main Stage – November 3, 2011

Steve nuttall and jess whittaker main stage - 2011

Marketing

colmar brunton jess

australia festival of

director colmar brunton

jessdoubleya steve nuttall

buzznumbers apresenta

gmt pr

social media monitoring

new social media environment