Use of social media for product market research ss

Using Social Media for Product Market Research
A Discussion About
What is or is Not Going On
Twitter Tag: #pcamp10SM4PMR
Wiki Site: pcamp2010.onconfluence.com

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 www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com
2

A Few Words
Thanks, Story, Process

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.
4

The Back Story
P-camp 09 Session led by Ross of SocialText. Notes can be found www.socialtext.net/p-camp2009.
~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.
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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.
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Framing & Understanding
Do We Know What We Mean?

What is Social Media?
8
The Back of the Napkin by Dan Roam
Gartner
SBS Magic Quad
Open
Big
On & Offline
Small
Smaller
Managed
Online
Closed
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?

Another Point of View
9
“Conversation Prizm”
by guru Brian Solis at

What is Market Research
10
I’m going to build iPad App.
Big #’s
iPad’s are cool. You totally should do it.
Big Process
Automatic
Big Cost
Easy
Frequent
Cheap
AdHoc
What qualifies as valid research?
Who typically does / uses research?
What do companies typically research for / about?
Barely Sufficient

A Product Development View
11
Here?
Here?
Here?
Here?

Select Findings
Not exhaustive..but it was exhausting

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”
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http://www.andersonanalytics.com/reports/NGMRsurveyReport2010.pdf

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
14
www.pluggedinco.com/blog/bid/29902/Social-media-for-market-research-The-jury-is-still-out

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:
Search
Ask
Trends
Competitive
15
bizthoughts.mikelee.org

4 Slightly Different Categories
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“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
17
http://www.pragmaticmarketing.com/publications/survey/2009

My Point of View
I look forward to hearing yours

Lots of Examples Here…but mostly Brand, Mrktg, Sales, S&S
Lots of Examples Here…but low signal/noise
Hard to Find Examples Here
19
Some Examples Here

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.
20
Source: Community Roundtable report

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.
21

Lists of Stuff
Hope you like and use these

Some Research Reports
Advertising Research Institute The Listening Playbook http://www.thearf.org/assets/ilf
Community Roundtable report on community management http://community-roundtable.com/docs/2010_StateOfCM_Final.pdf
Pragmatic Marketing 2009 Annual Product Management and Marketing Survey http://www.pragmaticmarketing.com/publications/survey/2009
Next Gen Market Research Survey Results http://www.andersonanalytics.com/reports/NGMRsurveyReport2010.pdf
2009 Research Industry Trends (RIT) report http://rockhopperresearch.com/reports/ResearchIndustryTrends2009QualitativeReport.pdf
Harnessing Social Media in Online Market Research http://www.marketintelligences.com/speeches-presentations
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Some Products/Services
Mike Lee’s list
http://bizthoughts.mikelee.org/how-to-use-social-media-for-market-research.html
My List
NetBaseNetnography - netbase.com
PeanutLabs - peanutlabs.com
Mob4Hire - mob4hire.com
Crowdcast - crowdcast.com
Jive - jivesoftware.com
Aardvark - vark.com
SurveyMonkey - surveymonkey.com
Innovation Games – innovationgames.com
Collective Intellect - collectiveintellect.com
Spigit - spigit.com
Distimo - distimo.com
UserVoice - uservoice.com
Your List?
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Social Media Websites Organized on MindMeister.Com
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mindmeister.com/maps/public

A Social Media Framework Organized On MindMeister.com
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mindmeister.com/maps/public

Other Stuff On-Line
Market Research Twibehttp://www.twibes.com/group/Market_Research
LinkedIn Group - Online Qualitative Research: The Next Evolution http://www.linkedin.com/groups?gid=1813513&trk=myg_ugrp_ovr
LinkedIn Group - Next Gen Market Research (NGMR) http://www.linkedin.com/groups?gid=31804&trk=myg_ugrp_ovr
Brad Bortner’s Blog http://blogs.forrester.com/brad_bortner
Social Media, the Future of Market Research? http://www.greenbook.org/marketing-research.cfm/social-media-the-future-of-market-research
Social Media Monitoring 201: The Market Research Perspective http://brandsavant.com/social-media-monitoring-201-the-market-research-perspective/
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Use of social media for product market research ss

by Scott Gilbert on Mar 15, 2010

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Use of social media for product market research ss — Presentation Transcript