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WEBINAR: Social Media Data: From Numbers to Insightful Business Decisions by Mind Map: WEBINAR: Social Media Data: From Numbers to Insightful Business Decisions
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WEBINAR: Social Media Data: From Numbers to Insightful Business Decisions

This webinar took place on Tue, Aug 7 2012 10:00 AM (PDT)


SDL's Mission

SDL's Vision



Webinar Presenter

Brianne Moore, Business Anthropologist for SDL Social Intelligence Division is an experienced qualitative researcher with a unique skill set in social media analysis using traditional research methodologies.

Webinar Objectives

How to address changes in market perception that affect your brand by learning about the target groups affected and identifying new audiences, in this case, a large acquisition

How to leverage robust social media technology to address critical business questions

How to drive an engagement strategy with a thorough understating of your audiences’ online and offline behavior

How replicable methodologies remove bias from your social analysis to inform confident decision making


"Leverage social media technology to inform confident decision making"

"lay the foundation by asking the right questions you can establish a relevant social media set to evaluate"

"We use SDL SM2 for the initial drill down of the research, and then we go deeper into content analysis"

"Identifying 4 personas, we now have a more structured way to identify what we can do with this information."

"The approach seen here provides the rigor and appropriate amount of structure to ensure that decisions are well informed"

"Virtual Ethnography validates and confirms what you've done with your offline research"

"Quantifying conversations and identifying influencer value will help determine which groups to focus campaign strategy"

"Thanks to everybody who attended our #webinar. We'll have the recording up within the next 48 hours. Any questions?

Key Challenges with Social Media Data

Determining what is important in social media data

Getting to what is important in Social Media

Measruing what is important in Social Media

Connecting online research to understanding offline behavior

Making business decisions with social data

Virtual Ethnography

"Virtual ethnography is, ultimately, an adaptive ethnography which sets out to suit itself to the conditions in which it finds itself." Christine Hine, 2007

Ethnography of a virtual space (1 website or more)

Ethnography of a group of people (across many websites)

Ethnography of a topic (across internet and can include many groups)

CASE STUDY: Burts Bees

Key Business Questions

Key Research Questions

Research Process

Brand Learnings & Recommendations


Beyond the Buzz: Social Media Data Insights from the Olypmics