Ben Page   The Emperors New Clothes
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Ben Page The Emperors New Clothes Presentation Transcript

  • 1. We Can Do “Virtually Anything” or the Emperor's New Clothes… Ben Page, Managing Director, Ipsos MORI
  • 2. Real Trends 2008 I cannot imagine life without the Internet 12 11 25 26 31 32 18 15 1999 2001 2003 2005 2005 2007 2008 2009 Base: 2,019 British adults 15+, 9 May-5 June 2008, self-completion and online.
  • 3. Around a third might look at them sometime How often, if ever, do you do each of the following % Never % Only on special occasions % Once a month or less % Every now and then % Most days % Every day Use social networking sites on the internet 65 2 5 11 9 6 (such as Facebook, MySpace or Bebo) 0 Use the internet to contribute to a blog or post messages on a 63 6 6 15 63 bulletin board Base: 2,019 British adults 15+, 9 May-5 June 2008, self-completion and online.
  • 4. But as with internet generally, very age concentrated…. How often, if ever, do you do each of the following “Use social networking sites on the internet (such as Facebook, MySpace or Bebo) % Never % Only on special occasions % Once a month or less % Every now and then % Most days % Every day 15-29 30 17 20 23 18 30-49 61 4 7 12 10 6 50-64 81 33 9 1 2 65+ 92 12 1 Base: 2,019 British adults 15+, 9 May-5 June 2008, self-completion and online.
  • 5. What are we talking about? But offer plenty of potential, as long as your are not trying to produce representative research….  Engage users/citizens  Provide added insight into the research process  This is done by harnessing the power of Facebook, YouTube, MySpace, General Blogs for research purposes  Or by creating communities and applying social media techniques (e.g. interactive discussions, user generated content, collaboration, co-creation etc.) to increase engagement or provide added insight.  We are not talking about making the survey look or work better – we take this as a given!
  • 6. Some challenges….  Only c69% of the UK population are Online in the first place.  Users visiting these sites can not be assumed are actually collaborating and engaging with the content writer and technology  Therefore is it just nerds and freaks who will respond?  These techniques require a fundamental shift from traditional research practices – Researchers must cede control to research participants – We no longer just ask questions and expect responses – We have less control on the direction of the research project – Senior politicians/managers need to be more involved in the process  It all feels a bit scary!
  • 7. Social Community Insight
  • 8. 02 is using Facebook for research
  • 9. Big organisations like the BBC are already onboard
  • 10. Visit Britain: Blogging diaries
  • 11. Creating engagement through “democratised research”
  • 12. The Guardian and Market Truths has experimented in Second Life research
  • 13. “We need to quot;let goquot;, to cede control to consumers, to be in touch.” A.G. Lafley, Chairman and CEO, P&G
  • 14. “78% do not believe advertising” “66% believe what they are told by their friends and family”
  • 15. quot;It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.quot; Warren Buffet CEO, Time Magazine‘s 100 Most Influential People in The World
  • 16. Consumer content more trusted Personal recommendations from friends/ family/ Personal recommendations from professionals Emails from a friend/ colleague Instant Messenger conversation w ith a friend/ colleague Consumers review s on retail sites e.g amazon.com Review s on retail/ price comparison w ebs e.g priceline.com Blogs/Weblogs- personal blog w ritten by people you know User review s on an online auction site (e.g ebay.com) Magazine article New spaper article Review s w ritten on new s w ebsites e.g guardian.co.uk Search engine (e.g live.com) Company/brand Website Shelf information and product displays in store Blogs/Weblogs- professional blog e.g engadget.com Readers letters page in a new spaper Comments/view points on social netw ork sites e.g facebook.com Recommendation in a television programme Peoples w ish/fav lists on retail w ebsites e.g amazon.com Blogs/Weblogs-blog w ritten by people you do not know Television Adverts Celebrity recommendation 0 1 2 3 4 5 6 7 8 Global Average. Source: Universal McCann When Did We Start Trusting Strangers Least trusted Most trusted Global. Source: Universal McCann Trusting Strangers
  • 17. US Jan 2009: Personal content leads Global Web Index: January 2009 USA 1000 respondents
  • 18. Social web powers viewing Global Web Index: January 2009 USA 1000 respondents
  • 19. Why has social media evolved this way?
  • 20. Growth of broadband Dec 2006: Dec 2008: Dec 2013: 282 million 400 million 635 million broadband broadband broadband connections connections connections Dec 2008: China overtook US with 80m lines
  • 21. New economy: global innovation  Low costs  Single person multi-national  Global market place for ideas and skills  Tools are democratised
  • 22. Access is open Laptops for £200 Free broadband HD Video camera for £200 Video on Mobile phones
  • 23. cheapest form of entertainment
  • 24. Hugely liberating Hierarchy Individualism
  • 25. A new part of research No lines Rise of data & analytics Social Media as a data collection Global perspective
  • 26. Listening economy: lines disappear Research = Marketing Marketing = Research
  • 27. Listening is the future of marketing
  • 28. Data: Buzz tracking  Listening is the future  Interpretation / trend analysis is key  Important ……but won’t replace research
  • 29. Data: Analytics a big deal
  • 30. Conclusions…  New world – fusing survey data with observational data….  Distribute surveys into social networks / RSS / social networks  Allow consumer content generators to share surveys, create their own  Use conversational media to drive insight – Blogs, microblogs etc – Take the plunge but don’t inhale….
  • 31. Let us consider just three scenarios in which social media can engage