Wednesday, March 23rd, 2011
Forgive me for I have sinned. Without permission, I used company property for my own personal gain.
Earlier this year, I saw some ads on the subway system for a glasses and contact lens company. The ad proclaimed, “FREE GLASSES.” I proclaimed, “HOAX.”
But it wasn’t a hoax, it was just a very effective and provocative advertising campaign. Glasses cost me at least $400 every time so free glasses were extremely tempting. But, I also didn’t want want to be mentioned on the evening news as “Annie was one of 300 stupid people who fell for the glasses scam.”
So, after seeing ads for really cheap glasses from the same company a few more times, I broke down. I, um… borrowed company property. I used Conversition’s proprietary social media measurement system to collect a few thousand tweets and blogs, and forum and photo comments that mentioned the company and their ads. You see, thousands of independent opinions from people who have already conducted business with the company couldn’t be wrong.
The system cleaned the data of irrelevant spam, scored the sentiment on a continuous scale, and coded all of the comments into the one thousand, most relevant variables. Just a couple hours after I finally decided I wanted in on cheap glasses, I had valid and reliable, quantitative and qualitative social media data at my fingertips. And here’s what I learned.
- When people talked about whether they would recommend ClearlyContacts, 54% of those recommendations were positive, as opposed to middle of the road neutral or negative.
- 44% of comments about pricing were positive
- 37% of comments about the choice of products were positive
- 57% of comments about the customer service were positive
- 50% of comments about the shipping were positive
- Overall, about 46% of people liked this phantom internet company and less than 6% did not like the company.
Of course, you do have to listen to the people who aren’t happy if you want a balanced opinion, so I also checked out what the biggest complaints were.
- 11% of comments about the frames were negative
- 10% of comments about the lenses were negative
- 8% of comments about the check out process were negative
Given survey research norms call for about 10% to 15% of results to fall into the negative side of things, these negative comments were not out of the ordinary and were nothing for me to be concerned with. And since norms dictate that about 30% of results fall into the positive side of things, I felt even better.
Social media research did its job well and proved to me that the company was legit! So I bought a way cool pair of glasses for way cheap. Actually, because they were so cheap, I bought two pairs. Like ‘em?
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Category conversition | Tags: Tags: #ngmr, annie pettit, clearly contacts, clearlycontacts, content analysis, conversition, focus groups, lovestats, market research, marketresearch, mrx, newmr, sentiment analysis, smr, social media analytics, social media marketing, social media monitoring, social media plan, social media research, social media strategy, surveys, tessie ting, tessietweets, text analysis,