New York Chapter - American Association for Public Opinion Research
PAST EVENT
Stephen Rappaport discussed Social Networks as research objects:
Types of social network.
More iterative product development/sales cycles.
Measurement of attitudes; aggregate and individual; search terms and
liguistic scoring of posts.
Specific tools, free (Google Insights Research, Social Mention, Search.Twitter.com,
Nielsen Blogpulse); cheap (netbase, radian6); and government contractor.
Sampling and Representativeness.
Filtering posts.
Social movements using social networks as substrates, and the possibility of
imitating or using them.
Learning By Not Asking:
Listening to Social Media Conversations
with
Stephen D. Rappaport
Advertising Research Foundation
Listening to online conversations is Topic A in many companies and organizations. As an emerging field, people want four questions answered: what is listening; how is it done; how is it applied; and where is it going? This presentation answers those questions through definitions, research practices, case studies and cutting-edge applications.
Stephen D. (Steve) Rappaport,
ARF Knowledge Solutions Director, creates the knowledge resources, tools and services which help members build brands. Listen First! draws upon his decades of experience in listening for market research and for creating listening-based business strategy, services and companies. Listening grabbed Steve in academia, where he trained under a number of distinguished professors who pioneered media content analysis, and then brought that to business to include in his toolkit for consumer and B2B research, strategy and planning.
Steve advises companies as diverse as Campbell, Toyota, Warner Bros., and Kaiser Permanente, and is a frequent speaker on panels or leads workshops at conferences such as the World Federation of Advertisers, Mobile Marketing Association, and ARF. Listen First! is his second book published by John Wiley & Sons under the auspices of the ARF. Steve was the lead author of the best-selling The Online Advertising Playbook: Proven
Strategies and Tested Tactics from the Advertising Research Foundation (Wiley 2007).
Tuesday, March 1, 2011
5:30-6:30pm Registration/Networking
6:30-8:00pm Program
at
The New York Times
620 Eighth Avenue (40th and 41st Streets)
15th Floor
