Following the True Leaders - Your Customers

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Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.

Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.

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  • 1. Following the True Leaders –Your CustomersDecember 1, 2011 * Todd Harff * ICAA
  • 2. AGENDAIn the next 60 minutes …• Market Research – Then & Now• Where Your Customers Are Leading You• New Opportunities, New Concerns• Social ~ Web ~ Email (three new places to get insights & how to apply them for better marketing results)• Process for Market Research 2.0• Q&A @CreatingResults #ICAA2011
  • 3. BUT FIRST• What do you want to do?• What question must be answered to achieve that goal, but you need more data?• What do you wish you knew about your prospects? @CreatingResults #ICAA2011
  • 4. Market Research: THEN & NOW
  • 5. Market Research: Then & Now Online Surveys • A/B split testing• Phone • Random Surveys sampling• Mail Surveys • Random question order • Piping @CreatingResults #ICAA2011
  • 6. Market Research: Then & Now • Crowdsourcing• Concept • Ranking Testing • Voting @CreatingResults #ICAA2011
  • 7. Market Research: Then & Now • Online• Focus Groups panels/research communities @CreatingResults #ICAA2011
  • 8. Market Research: Then & Now • Day in the life blogs• Focus Groups • Digital diaries • Online ethnographies @CreatingResults #ICAA2011
  • 9. Market Research: Then & Now • Pop up polls • Web analytics • Call &• Mystery customer Shopping interaction monitoring • Alerts @CreatingResults #ICAA2011
  • 10. TIP: Use Google Alerts tomonitor brand sentiment withsaved searches for your brandname and key words such asLIKE, LOVE, HATE andCOMPLAINTS.“Del Webb + complaints”uncovered this blog filled withsubmissions from unhappyhomeowners.
  • 11. TIP: Use Call Source to trackcalls AND listen to the clipsfor customer insights, tomonitor quality of salespeopleand more.
  • 12. Market Research: Then & Now • Formal/informal monitoring of chats, message• Intercept boards, forums surveys • FB polls • Online surveys @CreatingResults #ICAA2011
  • 13. Market Research 2.0• Information & insights offered – Formally - Informally – Without the customer knowing they’re offering them• Opportunities for gathering, recording and analyzing data – At a lower cost – In an automated fashion – In real time @CreatingResults #ICAA2011
  • 14. WHERE YOURCUSTOMERS ARE
  • 15. CONTEXTSource: Pew Research & American Life “Generations Online in 2009” @CreatingResults #ICAA2011
  • 16. 2010 RESEARCH Popular Website Categories - ALL Mortgage 21% News 24%Senior Living 25% Fitness 37% Shopping 38% Education 51% NonProfit 53% Financial 56% Real Estate 57% Local 60% Health 74% Travel 87% 0% 20% 40% 60% 80% 100% Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf @CreatingResults #ICAA2011
  • 17. @CreatingResults #ICAA2011
  • 18. @CreatingResults #ICAA2011
  • 19. NEW SOURCES, CHALLENGES,& OPPORTUNITIES
  • 20. New Sources – New Challenges• Sources – Cookies, trackers – Analytics, Real-time analytics – Monitoring/listening• Challenges – Respecting privacy – Securing data – Analyzing the flood of data @CreatingResults #ICAA2011
  • 21. Find out who is tracking you at http://on.wsj.com/n4YAFv @CreatingResults #ICAA2011
  • 22. Like Least About Social Networking (by Age)20.00% 18.6%18.00%16.00% 13.8%14.00%12.00% 11.7%10.00% 9.5% 9.5% 8.00% 7.0% 6.9% 6.00% 4.44% 4.8% 4.7% 3.89% 4.00% 2.00% 0.0% 0.00% Privacy/Exposure Privacy/Safety Privacy/Intrusion 40-54 Pct 55-64 Pct 65-74 Pct 75+ Pct Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf @CreatingResults #ICAA2011
  • 23. New Opportunities• New Opportunities – Consumer benefits • more relevant content • customized experiences • short cuts & sharing – Marketer benefits • more targeted • more cost-efficient • more effective @CreatingResults #ICAA2011
  • 24. GET CLOSE. NOT CREEPY. @CreatingResults #ICAA2011
  • 25. Key Source #1:SOCIAL MEDIA For lists of resources & links, visit www.MatureMarketingMatters.com
  • 26. Facebook Insights – built in,available to all page admins
  • 27. Upgraded metrics
  • 28. HootSuite stats– built in
  • 29. Twitter: Seek and ye shall find• Set up searches within HootSuite et al – or use twilerts• Your brand name + – LIKE – LOVE – DISLIKE – HATE – FAIL – SERVICE @CreatingResults #ICAA2011
  • 30. LinkedIn Insights – built in,available to all page admins
  • 31. Currently feel circles are best source for insights inGoogle+ - see who is influencing your influencers
  • 32. YouTube Insights – built in,available to all page admins
  • 33. Extra, Extra!• Monitoring the social sphere – (Paid) Social Media Monitoring services – (Free) Google alerts @CreatingResults #ICAA2011
  • 34. Key Source #2:WEBSITE ANALYTICS
  • 35. Google Analytics TIP: Make sure Analytics code is on EVERY page of the site, not just some pages. @CreatingResults #ICAA2011
  • 36. TIP: See what keywords attract best traffic then create more content optimized for those words.@CreatingResults #ICAA2011
  • 37. TIP: Use custom reports for a more actionable picture.@CreatingResults #ICAA2011
  • 38. Extra, Extra! @CreatingResults #ICAA2011
  • 39. TIP: Get the benefits of onlinesurveys even if administeredoffline and you’ll see morequantifiable, actionable data.
  • 40. TIP: Use Quantcast and Alexato evaluate other sites foradvertising or PRopportunities.
  • 41. Key Source #3:EMAIL METRICS
  • 42. Email Service Providers• Benefits – CAN SPAM compliance – White listing – Better tracking and metrics – Segmentation• Options – Constant Contact – MailChimp – iContact – Exact Target – Get Response @CreatingResults #ICAA2011
  • 43. Must Track• Open rates • Click throughs – Hourly/daily • Bounce rates – Subject lines, sender, other variables TIP: Those who opened within first hours of an email message are “hot leads.” @CreatingResults #ICAA2011
  • 44. Must Track • Subscribes/unsubscribes • Shares • Forward to a Friend @CreatingResults #ICAA2011
  • 45. Extra, Extra! @CreatingResults #ICAA2011
  • 46. Extra, Extra!• Most ESPs allow for CRM integration• Benefits – Reduce data entry error – Reduce data entry time (don’t have to export the list) – Seamless data dump straight into your lead database – More complete picture of leads and prospects @CreatingResults #ICAA2011
  • 47. TIP: Encourage subscribers to tell you what they’re most interested in, then honor their preferences. You’ll enjoy higher open rates, click through and loyalty.@CreatingResults #ICAA2011
  • 48. TIP: Targeted emails can improve open rates by 10% or more.@CreatingResults #ICAA2011
  • 49. PROCESS
  • 50. PROCESS
  • 51. Process1. Learn – Listen to your customers – Analyze what you have learned – Develop strategies, objectives and action items based on the analysis @CreatingResults #ICAA2011
  • 52. Process2. ACT! Apply theinsights for greater results – Sales team – Marketing/PR teams – Programming – Customer service – Leadership @CreatingResults #ICAA2011
  • 53. Process 3. Measure what matters & adapt @CreatingResults #ICAA2011
  • 54. Dance Lessons Platforms, resources, tools mentioned here AND many, many more on our blog MatureMarketingMatters.com For the next week @CreatingResults #ICAA2011
  • 55. Stop Shouting – Start Following "To watch us dance is to hear our hearts speak." @CreatingResults #ICAA2011
  • 56. 2010 RESEARCH QUESTIONS? CREATING RESULTS toll-free 888-205-8899 www.CreatingResults.comBLOG: www.MatureMarketingMatters.com www.twitter.com/CreatingResultsExperts in marketing to mature consumers @CreatingResults #ICAA2011