Social Media Breakfast | Singapore 6 – The Data (Part 1)
At the last Social Media Breakfast | Singapore (SMB6), we made a conscious effort to try and collect some data about our demographics and what people thought of our SMB efforts so far (ie for the whole of 2008). The results, are pretty surprising.
First, let’s look at the demographic make up of our group (sample size, n=70)
- SMB6 – Demographics
Looks like 80% of our audience are not in the “experienced” category, which makes it perfect that we’ve decided to cater our 2009 programmes to more “entry level” social media discussions, or the area between the deep water and the safe sand, as we’ve paralleled before.
Next, we asked what people thought of previous SMBs (ie those that ran in 2008), and here’s where the data gets interesting. (Note that of the initial sample of 70, 20 had not attended previous SMBs). Attendees were asked to rate their overall experience of previous SMBs on a scale of 5, 1 being least liked, 5 being most:
SMB6 - General Sentiments
It seems sentiments are split almost down the middle, with 46% liking what we had done previously (rating 4 or 5), and 43% didn’t seem to like what we had done previously (rating 1 to 2).
This in itself doesn’t tell us much. So the next thing I did was to split the responses by segment (beginner, intermediate, experienced) and see which group we was least satisfied with our prior efforts. The efforts are quite explanatory:
SMB6 - Beginner Sentiments
SMB6 - Intermediate Sentiments
SMB6 - Experienced Sentiments
Even though we did satisfy most of the experienced social media users, we do have to keep in mind they are only 20% of the audience present.
So here are the really big questions:
To the 43% who didn’t really like our 2008 programmes, why?
And perhaps more importantly, given that you didn’t enjoy them that much, what motivated you to attend SMB6?
A lot of this data is not perfect. Respondents had to choose subjectively what constitutes “beginner”, “intermediate” or “experienced” users, I made the mistake of not including an option for those who had not attended prior SMBs for many of the early respondents, and of course we didn’t manage to get everyone’s opinion. But it’s the data we have, and it’s what we’ll have to use.
Coming next: Data Part 2 – Specific feedback about SMB6. Stay tuned.
Good data, and definitely a step in the right direction to publish them and ask for feedback. I only ever made for one SMB. I think was SMB4 (at Samsung Flagship store) and thought it was alright. But I did wonder if ‘beginners’ might feel a bit lost as to what’s happening, what to do, and how to meet people.
Well, I am definitely a shy person but I managed to speak with 4 strangers I met before the meeting started. I suggest the ‘old timer’ to make effort to say ‘hi’ to the newer faces. Definitely helped to break the ice much easier.