Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Listening is only half the story

Graeme Lawrence, Virtual Surveys, UK

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Consumer perceptions of Brand

Social Media Landscape Social Media Channels

Brand generated content

Consumer generated content

The Brand

Brands and Social Media

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

"Don't enter this space without a strategic plan in place"

Linda Cronin, director of media and interactive integrated communications, Coca-Cola North America

Strategy is key

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Working together with you and your customers to optimise your offering

Listening to interaction

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Listening to and analysing brand noise

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Working together with you and your customers to optimise your offering

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

“I felt totally violated”

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

A possible approach to assess social media presence

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Analysing ‘open’ data sources

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Analysing the ‘Outliers’

22/10/10 - Increase in activity led to increase

in engagement but not reach!

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

The role of interconnections

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Is listening enough?

Primary Research provides…

•  The ability to test and validate the hypotheses

• More information about who we’ve reached

•  An understanding of engagement

•  Impact on brand image

•  An assessment of impact on attitudes towards the brand

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)   16

Questions matter

How recruited?

Short-term Online Research Community

(V-Discussion)

How took part?

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)   17 17

Word cloud run on open comments: The bigger the word, the more frequently it was mentioned

Questions matter

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Final observations…

18

‘Why ask some when you can listen to all?’

The reality is you need to still do both

But we need to reframe how we do both

And the tools for both are becoming increasingly sophisticated – which clearly helps this reframing process

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Thank You

Graeme  Lawrence,  Virtual  Surveys,  UK  Part  2:  Session  1,  Convenor  Sue  York,  Chair  Dan  Foreman,  schedule  =10.22am  to  10:46am  (London)  

Q & A

Graeme Lawrence and Dan Foreman