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Social Media for Product Market Research


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This is a presentation I used to facilitate s P-camp 2010 session on the use of Social Media for doing market research. We had a full room of lively folks who

This is a presentation I used to facilitate s P-camp 2010 session on the use of Social Media for doing market research. We had a full room of lively folks who

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  • A smart guy I know named Steve Tennant last year @ pcamp taught me that the 1st, hardest and most important thing to do is understand, define and agree upon the problem.
  • Last year it was 80% about twitter.Shameless plug for User Voice here.
  • You can’t read this but when you get the slides from my site then you can drill into it further.
  • LinkedIn Answers Market Tools Guy
  • Show of Hands…how many people have used SM
  • These guys provide services around SM4MR
  • Starbucks Ideas. But,Brand Autopsy points out that only 6 of the 53 ideas implemented actually originated from customers (though they all were purported to be from customers).Dell selling lots of computers, etc.Divide the middle one into two pieces. Screen tests, bounty prizes, challenges, etc. do exist but not many killer products come from here.
  • Some QuestionsWhat do you think?Why don’t we have more stories in the middle?
  • Transcript

    • 1. Using Social Media for Product Market Research
      A Discussion About
      What is or is Not Going On
      Twitter Tag: #pcamp10SM4PMR
      Wiki Site:
    • 2. How Things Might Flow
      Opening Comments
      Framing Questions & Discussion
      Share Findings & Stories
      My Point of View & Discussion
      Closing Comments
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 3. A Few Words
      Thanks, Story, Process
    • 4. Thank You To
      @RichMironov for making this possible.
      Volunteers for doing the hard work.
      Sponsors for picking up the check.
      You for being here and participating.
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 5. The Back Story
      P-camp 09 Session led by Ross of SocialText. Notes can be found
      ~50 people, mostly twitter, more ?’s than answers.
      October, 09 Symbian Exchange and Expo Talk on Mrkt Research in the Mobile Apps Market.
      Had A-Ha (Oh-Sh&$) moment which forced me to re-think my approach to market research so I started learning.
      January, 10 Jim Holland tweeted about a client social media market research story that caught my eye.
      We shared respective experiences and decided to engage in some additional research, writing and collaborating.
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 6. The Process & Tools
      We hoisted up a Google Doc and started writing, commenting, debating, questioning, listing.
      I used a few free and easy tools like
      LinkedIn Answers
      LinkedIn Polls
      Yahoo Answers
      Facebook Groups
      Aardvark Questions
      Twitter Searches
      Google Alerts
      Jim and I talked to some real people.
      I hacked up this preso and Jim made it better.
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 7. Framing & Understanding
      Do We Know What We Mean?
    • 8. What is Social Media?
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
      The Back of the Napkin by Dan Roam
      SBS Magic Quad
      On & Offline
      What categories am I missing?
      Is there a line? If so, where is it?
      Does anyone have a definitive definition?
      Is there a sweet spot here for us to focus on?
    • 9. Another Point of View
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
      “Conversation Prizm”
      by guru Brian Solis at
    • 10. What is Market Research
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
      I’m going to build iPad App.
      Big #’s
      iPad’s are cool. You totally should do it.
      Big Process
      Big Cost
      What qualifies as valid research?
      Who typically does / uses research?
      What do companies typically research for / about?
      Barely Sufficient
    • 11. A Product Development View
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 12. Select Findings
      Not exhaustive..but it was exhausting
    • 13. The Pro’s Aren’t Very Social
      Survey Results: “Top three techniques MR professionals are not currently using but would like to use:
      Blog Mining
      Social Network Analysis and
      Screen/Web Scraping”
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 14. Blog Post on SM4MR
      Social Media Today article, says 63% are "undecided" about the value of data collected from social media to understand their organization or customers.
      The term "social media" is broad
      Social media is overrated
      data is lacking context and profiling information
      Change takes time
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 15. Mike Lee: How to Use SM4MR
      Mike created 4 categories of activities and has a great set of tools listed under each. The categories include:
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 16. 4 Slightly Different Categories
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 17. “How much influence is social media on your go-to-market activities?”
      We recognize it should be more of an influence, no approval to do
      Social media is becoming a larger part of what we do but currently is in the planning stages
      Crowdsourcing is used significantly for tactical product input from customers
      Not used, not allowed by company policy
      Use of social media tools such as blogs is under consideration but not used at present
      We are ramping up in the area, but currently it is more on the corporate communications side of the house
      SM is growing strongly and will be major tactic in 2010
      We want to do more, but have yet to resource this area and have a cohesive strategy to leverage social media
      No formal process to integrate to product plan
      We are still looking into it, too large of a company to adopt without a corporate brand message
      Conservative industry, slowly moving to social media
      Our customers do use it to review products or offerings in Business to Business
      Oh I wish, too big of a company and everything is reviewed by legal
      Becoming more critical
      Our customers do not use social media channels (as a rule)
      Increasing as our SM base grows
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 18. My Point of View
      I look forward to hearing yours
    • 19. Lots of Examples Here…but mostly Brand, Mrktg, Sales, S&S
      Lots of Examples Here…but low signal/noise
      Hard to Find Examples Here
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
      Some Examples Here
    • 20. The IP Risks
      watch for content on the community which may be giving up patent rights. This scenario typically involves technical information regarding new products that is shared before the organization has filed a patent claim.
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
      Source: Community Roundtable report
    • 21. Summary
      Most articles state that SM is good for MR where MROC’s, Recruitment and Trend & Competitive Analysis are the primary uses.
      Traditional researchers are just now getting into the game. They are skeptical of the bias.
      New platforms are easier to use, have huge reach, are more social.
      This will enable more DIY ala Survey Monkey.
      SM4MR it is both mainstream and early stage.
      SM is vague, MR is vague what the shape of the SM4MR space will be is anyone’s guess.
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 22. Lists of Stuff
      Hope you like and use these
    • 23. Some Research Reports
      Advertising Research Institute The Listening Playbook
      Community Roundtable report on community management
      Pragmatic Marketing 2009 Annual Product Management and Marketing Survey
      Next Gen Market Research Survey Results
      2009 Research Industry Trends (RIT) report
      Harnessing Social Media in Online Market Research
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 24. Some Products/Services
      Mike Lee’s list
      My List
      NetBaseNetnography -
      PeanutLabs -
      Mob4Hire -
      Crowdcast -
      Jive -
      Aardvark -
      SurveyMonkey -
      Innovation Games –
      Collective Intellect -
      Spigit -
      Distimo -
      UserVoice -
      Your List?
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 25. Social Media Websites Organized on MindMeister.Com
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 26. A Social Media Framework Organized On
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland
    • 27. Other Stuff On-Line
      Market Research Twibe
      LinkedIn Group - Online Qualitative Research: The Next Evolution
      LinkedIn Group - Next Gen Market Research (NGMR)
      Brad Bortner’s Blog
      Social Media, the Future of Market Research?
      Social Media Monitoring 201: The Market Research Perspective
      By Scott Gilbert & Jim Holland
      @AgileProductMgr | @jim_holland