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Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement
 

Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement

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In this Webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ...

In this Webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ideation and innovation, communications optimization, product testing, and consumer understanding. We’ll explore the value of social media for gathering insight; what types of research are well-suited to social media and how to get started!

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  • In August 2009, 17 percent of all time spent on the Internet was at social networking sites, almost triple what it was in August 2008 (or 6%)five and half hours on social networking sites in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites
  • If you want to learn about your brand and not just the category, you have to find a way to engage – you can’t simply listen in.Furthermore, only about 1/5 of companies at most have opened up their innovation practices – so the opportunity to seize a competitive advantage is now.
  • Discussion — Create posts and conversations to communicate with members, or allow members to create their own conversations.Media — Use photos and video to engage members, gauge response to stimuli, or provide direction. Use photos to expose and test packaging, messages, storyboards or more.Calendar — Plan ongoing activities with the group or synch with their personal calendars.Private Messaging — Quickly and easily engage members in deeper probes on a one-to-one basis.The “Observation Room” — A separate, private group for the research team to share their opinions and insights, suggest probes for the researcher, and further enhance the team’s learning.

Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement Presentation Transcript

  • Active Learning through Social Media: How to Leverage Consumer Conversations and Engagement to Answer Traditional Market Research Questions
    Christopher Wilkes
    April 27, 2010
    chrisw@ripple6.com
  • Agenda
    Introduction
    Why Social Media Research?
    How Do You Use It?
    Case Studies
    What’s Next?
    Q&A
  • Ripple6 Social Insights™
    A service to conduct qualitative and targeted quantitative research in online communities, where marketers can quickly gain valuable insights
    Highly Engaging – Natural, Organic and Guided Conversations
    Enabled by Technology Features
    Fast, Cost Effective
    Enables brands to gain feedback from having conversations directly with their consumers, leading to lasting relationships
    Consumers love it!
    Studies oversubscribed, feels like a conversation, not research
  • Agenda
    Introduction
    Why Social Media Research?
    How Do You Use It?
    Case Studies
    What’s Next?
    Q&A
  • The Tide is Moving Quickly
    1 out of 6 (17%)
    Up 82% in 2009
    Source: Nielsen Online; IDC.
  • Consumers want companies to interact
    72% feel a stronger connection with companies whom they interact with in social media.
    49% feel companies should use social media to solicit feedback on products and services
    68%feel better served by a company when they can have a conversation with them in social media
    Source: 2009 Cone Consumer New Media Study, conducted September 2009 by Opinion Research Corporation
  • Debra Aho Williamson , February 10, 2010
    “The voice of the consumer is only going to get louder and stronger. It will shape what social media is and what it will become. Not too long ago, a company might have made major changes to its products or services based on a few focus groups, some financial planning and a degree of gut instinct. Social media has already changed all that. And more changes will come.”
  • Qualitative Insight the Traditional Way
    Um… Brand Y?
    Brand Y
    Brand X
    Weeks/Months later
    Brand Z
    Yeah! I think….
  • Social Media: More Experiential & Less Constrained
    Converse
    Brand Y
    Brand X
    Yeah!
    Brand X is…
    Listen
    Better!
    Brand Z
    Right?!
    Engage
  • What is the value of social media research?
    Direct Pipeline to Consumers
    with less regard for issues like incidence.
    Large Scale Ethnography
    understand day to day interactions of consumers on a grand scale
    Longitudinal Potential
    observe and probe over days, week, months
    Complement Traditional MR
    Help determine what questions to ask
  • What types of social research are out there?
    Two different flavors - “listening” and “engaging”
    Analyst-assisted advanced reporting
    • Collective Intellect
    • Converseon
    • MotiveQuest
    Communities
    • Communispace
    • Passenger
    • Facebook fan pages
    • Ripple6
    Dashboard/ Other Monitoring
    • Free or paid. Can be 24x7 real-time or batch
    • Google Search
    • Tweetdeck
    • Blog Rolls
    • Radian6
    • Cymfony
    Listen
    Engage
  • Listening is great, but….
    10,000 miles wide
    But an inch deep
    Great for hypothesis building
    But no avenue to confirm
    Only one side of the coin
    You can always “listen” within a community, but you can’t engage and conversethrough a listening-only approach
  • So, why engage?
    5% of conversations are branded**
    Might approach 25-30% in higher involvement categories (autos, cellphones, etc.)
    2009 McKinsey study: 20% of companies open innovation to employees and customers
    20% rise in number of innovations
    What are the other 80% doing???
    ** Tom O’Brien; April 3, 2009, “Communities Don’t Care About Brands”, http://humanvoice.wordpress.com
  • Social Networks and Community are Key
    More time being spent on social networks
    Could surpass traditional email in next few years
    Respondent cooperation for traditional surveys (phone and internet) is already an issue
    Could evolve into an even bigger one as social networks become a preferred interaction method
  • Go to their Backyard; Don’t bring them to yours
    Their Backyard
    Where They:
    • Go regularly
    • Have rich profiles
    • Have trusted networks
    • Share information thru networks.
    Affinity Networks Work Best:
    • Right context for Brands
  • Advantages of affinity-based community research over custom panel
  • Agenda
    Introduction
    Why Social Media Research?
    How Do You Use It?
    Case Studies
    What’s Next?
    Q&A
  • Social Research Solves Traditional MR Questions
    Understand brand’s:
    • Unprompted brand associations
    • Issue tracking and early warning
    Category level Awareness & Usage:
    • Drivers of choice in a category
    • Category leaders
    Pre- and Post- Campaign research:
    • Effectiveness & relevance
    • Awareness in digital space
    • Themes/attributes
    • Intent/Persuasion
    Idea Generation & Concept Development
    Brand Perception and Health
    Consumer Understanding
    Customer Experience
    Positioning & Communications
    New product launch:
    • Associations, drivers, & limiters
    • Awareness vs. competitive products
    Inform ideation and NPD :
    • Insight into unmet needs
    • “Next big thing”
    • In home use tests on larger scale
  • Multiple Types of Interactions
  • Deep, Qualitative Innovation
    Understand unmet needs and desired benefits in a category and testing new products
    Usage and Awareness, Needs gap analysis
    Early stage concept development
    Pre-volumetric concept evaluations to understand key drivers and limiters of appeal
  • A Shout Out to Vitaminwater
  • Make the community a sounding board for messaging
    Collaboratively develop your positioning and advertising with consumers who can tell you how they want to be communicated with
    Early stage ad concept evaluation
    Creative optimization through stimuli exposure
    Iterative laboratory to optimize your messaging over a period of days or weeks!
  • Take the IHUT to the masses!
    Use the world’s largest ethnographic pool -- understand how consumers are interacting with your products on a grand scale
    In-home use tests can be easily scaled to provide a wealth of data
    Community technology enables interactive diaries and journals
    Recruit current users of products already in market to understand satisfaction and perceived benefits
  • Deeper understanding of the consumer POV of your brand
    The deepest understanding of the functional and emotional dimensions of a brand are best realized through conversation.
    Not limited to a battery of attributes or a couple of hours of discussion
    Create ongoing conversations to ladder up over time to the core benefits of your brand.
    Projectives and activities allow fun community interactions that break down barriers and inhibitions
  • Quick, flexible, immediate insight
    You have a burning question and need insight now, but can’t justify a full research study and don’t want to settle for simple numbers.
    Get qualitative and, if needed, quantitative responses quickly and easily
    Whether a simple survey question or the motivations behind the answers, you have the flexibility to get at both “what” and “why”
  • Building a community based on the community’s needs
    The “Field of Dreams” approach to community often fails.
    Collaborate on the design of your community with its first members to build advocacy from Day One.
    Get member insight into desired content, features, benefits from within an actual community – so you know what will make them come back and evangelize your message.
    Low risk, cost effective way to start building a community today.
  • Social Insights™ Applications
    Social Brainstorm
    CopyCreator
    HomeLab
    BrandTank
    MOMnibus
    SmartStart
  • Ripple6 Social Insights™ : Options
    Operate research projects within an existing social network
    Build a stand-alone research community
    Create a stand-alone research community and leverage existing social networks to complement panel
  • Agenda
    Introduction
    Why Social Media Research?
    How Do You Use It?
    Case Studies
    What’s Next?
    Q&A
  • Case Study:Engage with an Emotional Audience
    Objective
    • Client wanted to understand the emotional territory and mindset of those who are trying to conceive (TTC) while also gaining insight into:
    • Their online behavior during their journey towards getting pregnant: from deciding to get pregnant all the way to conception.
    • Best ways to leverage online media (advertising, blogs, sponsorships, etc) to drive ovulation test sales.
    Approach
    • Embedded private Social Insights communities within Momslikeme.com (U.S.) and MomJunction.com (UK)
    • Recruited mix of 50 women per country, ages 20-40, TTC first child and those with children
    • Respondents were asked to participate in regular online discussion group by responding to topic discussions, as well as maintain an online diary (posting at least 3 times a week)
  • Engage with an Emotional Audience (cont’d)
    Results
    • Client uncovered that segments exist among these women based on past experiences, perspectives, and factors such as how long they have been trying, previous pregnancies, miscarriages, diagnosed fertility issues, and other health problems
    • Confirmed a “one size fits all” communication strategy fails to address needs states and sensitivities of different groups.
    • Strong need for a place where they can share and discuss without being judged and feel safe talking about their experience and emotional state
    • Opportunity revealed to facilitate that community to:
    • Provide a forum for women to share. Brands or properties which can provide a place for these women to share are trusted (Babycenter.com, for example).
    • Build brand equity through supporting women with new information, resources and tools to empower them
  • Case Study: Agency New Business Pitch
    Objective
    • Proof of concept on product for new business pitch
    Execution
    • Embedded Social Insights Study within Momslikeme.com
    • Recruitment of desired target demographic within 48 hours
    • Delivered actionable insights on 15 questions
    • Project completed in 1 week
  • Agenda
    Introduction
    Why Social Media Research?
    How Do You Use It?
    Case Studies
    What’s Next?
    Q&A
  • The Future?
    Brand and research communities in synergy
    Always on
    Enabling outreach and building advocacy
    Affinity-based research communities
    Become the “Backyard”
    Shift from project focus to continuous engagement
    Smaller, ad hoc, fluid
    Conversational
  • Research community in synergy with brand
    Fans/Followers
    Public: 50K – 1 million+ consumers
    Fans/Followers
    Public: 50K – 1 million+ consumers
    Word of Mouth Campaigns
    Public: 5K – 50K consumers
    Word of Mouth Campaigns
    Public: 5K – 50K consumers
    Advocate/Innovation
    Private: 2K – 3K consumers
    Advocate/Innovation
    Private: 2K – 3K consumers
    Insights
    Private: 200-300 consumers
    Insights
    Private: 50-300 consumers at a time from larger pool
  • Where do you start?
    Start small
    Start specific
    Start selling it
    Just start!
  • Want to join the discussion?
    Check out:
    community.ripple6.com
    Click on “Social Market Research” and the link on the avatar
    Join the “Active Learning” group and get in on the conversation!
  • Question & Answer
  • Active Learning through Social Media: How to Leverage Consumer Conversations and Engagement to Answer Traditional Market Research Questions
    Christopher Wilkes
    April 27, 2010
    chrisw@ripple6.com