Gaining REAL Insights from Social Media
Don’t miss this exclusive event designed for researchers and marketing decision makers who seek insights from social media data.
In this hands-on, all-day workshop on July 21st social media experts Rob Kozinets (University of Southern California) and Wendy Moe (University of Maryland) will teach participants how to gain deep, focused insights from social media data. Typically, social media analytics are pre-formatted, non-customized reports of user activity, not necessarily focused on a firm’s key strategic questions or designed to enable a firm to extract and identify new ideas from the data. Workshop attendees will learn how to combine qualitative (netnographic) and quantitative (big data) analytic approaches across social media platforms to solve key business problems, answer strategic questions, and extract new ideas from the data. The event will be held at Facebook’s Menlo Park headquarters, and will include an afternoon pre-workshop* on July 20th.
*Pre-Workshop Facebook Presentation & Welcome Reception
July 20th 3:30-6:30 p.m.
As our hosts, on the afternoon before the workshop, Facebook’s Marketing Science team will share how they transitioned their measurement approach from social metrics to the advertising metrics that define ROI. This session will explore why social data isn’t a good signal for campaign measurement, and present findings which highlight the value of using the right measurement methodologies based on joint research with Kellogg School of Management, Northwestern University.
Due to the nature of this hands-on event, space is very limited. If you plan to attend, please be sure to register early. Please note: MSI member companies will be allowed two representatives each as space permits. Please email MSI Meetings with any questions.
|3:30 p.m. – 5:30||Breaking Out of Social to the Metrics & Methodologies that Matter
On the afternoon before the workshop, Facebook’s Marketing Science team will share how they transitioned their measurement approach from social metrics to the advertising metrics that define ROI. This session will explore why social data isn’t a good signal for campaign measurement, and present findings which highlight the value of using the right measurement methodologies based on joint research with Kellogg School of Management, Northwestern University.
|5:30 – 6:30||Networking Reception|
|8:00 – 8:30 a.m.||Registration and Breakfast|
|8:30 – 8:45||Welcome
Katherine N. Lemon, Boston College and Executive Director, Marketing Science Institute, Earl Taylor, Chief Marketing Officer, Marketing Science Institute
|9:00 – 9:30||Introduction to Gaining REAL Insights from Social Media
Rob Kozinets, University of Southern California and Wendy Moe, University of Maryland
The goal of social media analysis is to understand the mindset and behavior of consumers, but current metrics are typically not customized to address key strategic questions or to identify new ideas or insights that emerge (or can be extracted) from the data.
Rob Kozinets and Wendy Moe will bring together multiple perspectives, multiple data sources, and multiple approaches to teach participants how to gain insight into consumers from social media. Participants will learn about and experience two key approaches, and (most importantly) will learn how to combine these approaches to gain a deeper, more complete view of the consumer and to identify key insights for action.
|9:30 – 9:45||Solving the Business Problem
Rob and Wendy will identify an important business problem that requires deep insight. They will provide the data and will discuss “what’s missing” in naïve metrics.
|9:45 – 10:45||Quantitative Analytics of Social Media
Wendy Moe, University of Maryland
Wendy will explore the potential biases and pitfalls of social media data, and will introduce new models that accommodate these biases. She will discuss the key strategic decisions facing marketers and how quantitative analysis offers a tool for insights that can aid decision making.
|10:45 – 11:15||Break|
|11:15 – 12:15 p.m.||Netnographic Analysis of Social Media
Rob Kozinets, University of Southern California
Rob will introduce the principles of netnography and online ethnography, bringing an experience-design-based focus to analysis of social media data. He will discuss the practical insights that can be gleaned and applied to brand management practices, including new product development, assessment of campaigns, social media marketing initiatives and evaluation, and personal and corporate branding.
|12:15 – 1:15||Lunch|
|1:15 – 2:45||Working Group Exercises
In breakout groups, participants will work (1) with Wendy to integrate engagement metrics and link to performance and (2) with Rob to look at patterns of social brand engagement.
|2:45 – 3:30||Integration of Understanding and Presentation Development
In small groups, participants will develop presentations that integrate their understanding about quantitative and qualitative approaches to social media data analysis.
|3:30 – 4:00||Break|
|4:00 – 5:00||Group Presentations
In five-minute presentations, each group will present new insights and will discuss what actions might be taken from an integrative approach.
|5:00 – 5:30||Lessons Learned, Next Steps and Concluding Remarks|