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Arf Webinar 2009 06 09
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Ripple6 presentation for The Advertising Research Foundation on research in social networks.

Ripple6 presentation for The Advertising Research Foundation on research in social networks.

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  • Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities.  Our Social Insights? programs tap into existing natural environments, promoting comfort and  encouraging participants to be more honest and open.  For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant.   Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard.  Join us as we share our experience and learning from  this revolutionary tool for listening and engaging.
  • Join Ripple6 as we share our insights into how to most effectively conduct market research within existing online communities.  Our Social Insights? programs tap into existing natural environments, promoting comfort and  encouraging participants to be more honest and open.  For participants, there are fewer emotional barriers to participation, so feedback becomes more nuanced and vibrant.   Despite the benefits, there are best practices for researchers to follow when stepping into the consumer’s backyard.  Join us as we share our experience and learning from  this revolutionary tool for listening and engaging.

Arf Webinar 2009 06 09 Presentation Transcript

  • 1. Lessons Learned From Doing Research “In the Backyard” Sang Kim June 9, 2009 sang@ripple6.com
  • 2. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  • 3. Ripple6 • Founded 2006 • Wholly-owned subsidiary of Gannett Co., Inc. • Social media software platform • Strategic innovation partner • Clients (sample list) – Procter & Gamble, Unilever, Benjamin Moore, Gannett, Meredith, Post Cereals, Sahara Media • Management team – Net Perceptions (Amazon), McKinsey, SPSS, Microsoft, About.com, Double-Click
  • 4. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  • 5. The Back Yard – Transformative Communication Anonymous hits People, conversations, connections
  • 6. Go to their Backyard, don’t bring them to yours Their Backyard Where They: Affinity Networks Work Best: • Go regularly • Have rich profiles • Right context for Brands • Have trusted networks • Share information through those networks.
  • 7. The Right Tools Open the Gates Public Communities Private Insights Social Analytics •Ongoing discussions •Private Insights •Lots of conversations •Listen and Engage Groups •Lots of Social Media Opportunistically •Primary Research Data •Analytics needed
  • 8. Public Groups: e.g. Benjamin Moore • Green Moms, a community focused on “thinking, living and buying green.” • 80 local communities • 400+ opt-in members in the first week • Conversations generated organically about the brand • Ongoing discussions and interactions with the brand, plus insights into the consumer.
  • 9. Private Groups: e.g. Post Cereals • 4 week qualitative research study embedded in a social network. – 90+ moms / 70 topics “The platform allowed us to reach out to moms in a way that was convenient and comfortable for them. It created honest conversations and feedback about our brand which allowed for solid insights.” Greg Lanides Brand Manager Grape Nuts
  • 10. Suave - Social Insights + Brand Community • Private Research Group – Discover brand advocates – Develop knowledge for strong brand community • Spread the word and develop awareness of salon quality products from Suave • Social Insights Week One: – 31 conversations – 1,800+ comments
  • 11. Additional Examples • Leading National Cereal Brand – How moms are thinking, talking and learning about finger food – Recruited 178 moms in 72 hours – 50 discussions over 4 weeks • Ripple6 & MomsLikeMe.com – How should marketers participate in social networks? – What are the ground rules? – Ongoing study (our next Webinar)
  • 12. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  • 13. Is it the future of Research? quot;I don't know if we are going to have a choice but to move away from survey research,quot; Donna Goldfarb, VP-consumer and market insights, Unilever Americas quot;Without transforming our capabilities into approaches that are more in touch with the lifestyles of the consumers we seek to understand, the consumer-research industry as we know it today will be on life support by 2012,quot; Kim Dedeker, VP-external capability leadership, P&G
  • 14. Consumers want companies to interact 37% 85% think companies believe a company should be present 56% feel a stronger should develop new and interact with connection with and ways for consumers to solve better served by consumers to problems and solicit companies whom interact with their feedback they interact with in brand. social media. Source: 2008 Cone Business in Social Media Study, conducted September 2008 by Opinion Research Corporation
  • 15. Brand must find ways to engage with consumers “No matter what the obstacles are, marketers still need to be where their customers are, and consumers remain heavily involved in social networks. And advertising is not the only way for marketers to participate in social networks.” December 2008
  • 16. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  • 17. Recruitment
  • 18. Tap into Multiple Social Networks • Faster recruitment • Diversity of perspectives • Technology removes “one-site” constraints
  • 19. Position Your Study: A Chance to Talk… • Don’t Underestimate the power of “A Chance to Be Heard” • REPORT: “Moms specifically expressed excitement to have direct input to what the brand should do” • “It’s always nice to get a response back from a company you gave a comment or idea to. I love when companies ask you, the consumer, for ideas.
  • 20. Going to the Backyard is Makes it Simpler “…I think it would be best to • They’re already there reach all members on the Home Page, since it’s the first place I go when online!” • Some Screening criteria is already embedded in their profiles • You can leverage Community Managers
  • 21. Listening and Engaging
  • 22. You are More than a “Moderator” • Having the right style is vital to success • Understand the community and its customs • Know the technology
  • 23. It’s a Social Network. Use it. • It can be acceptable to ask for friends opinions • Understanding Influencers and Advocates may be a primary objective • With Social Media you can recruit based on social profiles – e.g. influencers.
  • 24. Be Nimble. Be Quick. • Great for diaries, laddering up, drilling down, BUT also… – Quickly generate insights in the backyard. – Great for spot needs. (e.g.100+ deep replies in 24hrs) 14 Responses to Question asked at 3:48pm 12 10 8 6 4 2 0 3:00 PM 4:00 PM 5:00 PM 6:00 PM 9:00 PM 8:00 PM 9:00 PM 10:00 PM 1:00 AM 2:00 AM 3:00 AM 4:00 AM 5:00 AM 6:00 AM 7:00 AM 8:00 AM 9:00 AM 10:00 AM 1:00 PM 2:00 PM 11:00 PM 12:00 AM 11:00 AM 12:00 PM
  • 25. Data / Analysis
  • 26. Many Conversations Equals… • Tremendous data can be generated • Tools for analysis are critical to success • Filtering conversations is not convenient, it’s required. • Cross reference with rich social data
  • 27. Identify Influencers and Advocates • Quickly identifying these inflection points will focus a great deal of the conversation. – Their voices are heard – Their opinion is important
  • 28. Summary
  • 29. Social Insights Promotions • 1-Month or 3-Month Social Insights Program – 80 local sites on MomsLikeMe.com • The fastest growing social network for moms • 2M unique visitors/mo. – Social Analytics • Who, when and what is being said – On demand community – Full Research Services • Design, Development, Community Management • Reporting & Analysis • Contact marketing@ripple6.com for promo pricing
  • 30. Agenda • Introduction • Welcome to the Backyard – How and Why Does It Work? – Examples • Why is it Important? • Optimizing Your Time: Things We’ve Learned • Q&A
  • 31. Q&A Sang Kim June 9, 2009 sang@ripple6.com
  • 32. Lessons Learned From Doing Research “In the Backyard” Sang Kim June 9, 2009 sang@ripple6.com