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How market research can get the most out of social media
 

How market research can get the most out of social media

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How market research can get the most out of social media: Listening to and engaging with consumers (by Niels Schillewaert). Presented at the Social Media Biz Summit in NY in May 2013.

How market research can get the most out of social media: Listening to and engaging with consumers (by Niels Schillewaert). Presented at the Social Media Biz Summit in NY in May 2013.

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    How market research can get the most out of social media How market research can get the most out of social media Presentation Transcript

    • How Market Research Can Get The Most Out OfSocial MediaListening to and Engaging with ConsumersDr. Niels Schillewaert Social Media Biz Summit@niels_insites May 2013, Buffalo, NY.
    • SOCIAL EVERYTHINGFLAWSOMESCREENCULTUREINFORMATIONCONSUMERPROFESSIONAL AMATEURSDEALERCHIC@niels_insites
    • 8/10WANTS TO BE INTHE BOARDROOM
    • Reality= TECHNOLOGY OVERWHAT SOCIAL ISALL ABOUTOFFLINEEXPERIENCES DRIVEONLINEREACH & CLICKSNOT RIGHT METRICS
    • Research has changedfrom asking questions to having a conversationEngagementResearch CommunitiesMulti-media Consumer-led EthnographyNethnographySocial media dashboard – monitoringSocial media auditSocial Media Listening@niels_insites
    • Social media nethnography@niels_insites≠SOCIAL CRM
    • limitations of interview based techniques@niels_insites
    • shorttaillongtailwhite noise@niels_insites
    • 39.812@niels_insites
    • Natural explanations seizure typesPETIT MALAlso called ‘absence’People just stand and stare vacantlyMy mind was wandering, blank, in a dazeWhen asked to speak, would talk then just goblank and lose my entire train of thought andhaving no idea what I had impliedMy eyes would blink rapidly and then I wouldgo blank as if I were daydreaming and mymind would be shot@niels_insites
    • Natural & medical languageabout seizures25%Learn what consumerstell each otherOptimize onlinemarketing strategyFind hidden patterns –blind spots@niels_insites
    • @niels_insites
    • NEGATIVE CONTROVERSYPOSITIVENEUTRALLuigianoLisaRoanHesterRachelWhateverRevN Ros20%25%30%35%40%50% 52% 54% 56% 58% 60%JamalProfiling of Candidates% POSITIVELY LOADED CONVERSATIONS%NEGATIVELYLOADEDCONVERSATIONS@niels_insites
    • Answers to questions you did not askAnswers without asking questions@niels_insites
    • Lessons learned & limitations Social Media Nethnography is not a shortcutAnalyse and audit, then trackTime investment for client and agency required through iterative process It is still not perfectSamplingLanguage & dictionariesLimited profile informationUpfront feasibility check for critical mass We still need to ask questionsOnly the question follows the answers – a bit like JeopardyComplementary to interview based research@niels_insites
    • @niels_insites
    • @niels_insites7x
    • @niels_insites
    • @niels_insites
    • @niels_insites
    • @niels_insites
    • 20% to 40% unique insights from the crowdCROWD-INTERPRETATION@niels_insites
    • @niels_insites
    • Consumerinsights inspirethe nightlifeexperience oftomorrowHow to create the club of tomorrow?
    • Making the final selection on Pecha Kucha nightsin Milan, New York, Sao Paulo & TokyoCrowdsourcing emerging designersvia social media
    • Online Research Community
    • Join forces with a multidisciplinary group of designersFacilitate co-creation among the design teamConnect with clubbers and understand their journeyReport the findings to the designers & select the ideasHow to create the club of tomorrow?
    • The layout takes a cue fromthe nightlife journey of clubbersThe RESULT?
    • It is so frustratingnot to be noticedby the bartender!I’m clearly trying toget his attention,however others arebeing served beforeme.
    • The bar is interactive and allows you to order a beer,it even keeps track of who is next in line.
    • Leave your drink on the numbered shelfand go crazy on the dance floor.
    • RESULTSOpen Design Exploration has become the 4thGlobal Activation Platform for Heineken
    • H® BUILDS CREDIBILTY IN DESIGN WORLD13.000 + V I S I T O R S3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S- C O O L H U N T I N G + 250.000 VIEWS- W A L L P A P E R + 70.000 VIEWS + 600.000 print533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S“ I thought Heinekens Milan concept club project was a real highlight of the Milan furniture fair.Ambitious in scope and extremely well executed,it really moved the brand forwardand positioned it as a defining forcewithin the design world.I was particularly impressed by the brands approach to mentoring and nurturing new design talent.“Sunday Times: Style
    • SOCIAL EVERYTHINGFLAWSOMESCREENCULTUREINFORMATIONCONSUMERPROFESSIONAL AMATEURSDEALERCHIC@niels_insites
    • @niels_insites
    • What you DO to people isequally important aswhat you ASK@niels_insites
    • It is about HUMANS, not technology or panels@niels_insitesSOCIAL MEDIA FOR RESEARCHIS ABOUT …Knowledge LeverageTouchpoint LeverageInternal LeverageThey do not pay attention to BORING things.We need to ENGAGE, and relate with our audiencesAlso CROSS-CULTURALLYAnd create IMPACT within
    • www.insites-consulting.comwww.howcoolbrandsstayhot.comwww.theconversationmanager.com@niels_insites
    • linkedin.com/in/nielsschillewaert@niels_insitesniels@insites-consulting.comwww.insites-consulting.comNew York I London I Ghent I RotterdamManaging Partner