Social Media Monitoring as “Free” Focus Group, or: How I Learned to Stop Worrying and Love the Buzz<br />Clay McDaniel<br ...
We’ve Got an Hour Together…<br />Let’s make it useful.<br />Historical Context: Bazaars, Souqs, Markets, Pubs, Listening, ...
Historical Context: Back to Basics<br />In the beginning, there was…<br />[Courtesy: Amazon.com “Look inside the book”]<br />
Historical Context: Back to Basics<br />PRODUCT + SERVICE + LISTENING = REPUTATION = WORD OF MOUTH + REPEAT SALES = LIVELI...
For a Little While There, However,We Kind of Lost Our Way…<br />1950’s  ~2000:<br />WAAAAAY too much emphasis on this one...
When Brands Ceased to Be Ours, They Became Nothing More Than Theirs<br />Brand!<br />“Tagline”<br />“Cooked-Data Claim”<br...
[Courtesy: http://www.cigarettecentury.com/images/MoreDoctors2.jpg]<br />
Enter: The E-Commerce & Consumer Empowerment Era!<br />2000  Present:<br />Product Quality + Service rising ascendant onc...
Behold, The Rise and Rebirth of theBrand as Proxy for “Product”<br />Brand!<br />
The Challenge – and Opportunity –for Marketers Today<br />Don’t “Shift” Purchase Decision-Making.<br />“Simplify” It...<br...
The Social Media Web<br />Interesting…But What Does All of That Have to Do with the Value of Social Media Research?<br />
Remember This?<br />PRODUCT + SERVICE + LISTENING = REPUTATION = WORD OF MOUTH + REPEAT SALES = LIVELIHOOD<br />
Social Media: The Land of the Malcontents (or is it?)<br />Naturally Grumpy People Who Have Used Your Product<br />Social ...
It’s True, The Motivation to Complain > Motivation to Praise<br />But Remember:  <br />For every ‘Hyena’, You Could Be Enc...
Oddfellow’s Café (Seattle, WA)<br />[Courtesy: http://www.thestranger.com]<br />
Delfina’s Pizzeria (SF)<br />[Courtesy: 7x7.com]<br />
Yours Truly…<br />
As @Oprah Says, “When You Know More, You Do Better”<br />
Before We Go Much Further<br />A note on statistical significance:<br />De La Soul said “3 is the Magic Number”, but in fa...
But ‘Traditional’ Research, At LeastI Can Control – and Trust – The Results<br />$<br />Report<br />[Clipart Courtesy: htt...
Are You Sure?<br />A note on observation and responsebiases:<br />Heisenberg, Schrodinger, Hawthorne, and you, dear resear...
So Maybe It’s Worth At Least Considering This Approach as Well.<br />The Social Media Web<br />?<br />+<br />[Clipart Cour...
The Social Media Web<br />Ok, Get on with it… How Can I Learn What People Are Saying About Me, My Products, and My Competi...
What It’s All About(courtesy Michael Mann)<br />McCauley (DeNiro): <br />“How did you get this information?”<br />Cezar (V...
Social Media Research… for “Free”<br />What Can You Learn?<br />The Approach<br />The Tools<br />The Frequency<br />+ Some...
1. What Can You Learn?<br />With survey or focus group research, you enjoy the benefit of…<br />Lots of questions,<br />Wh...
Key Questions (which you can actually answer online via social media)<br />Local / Regional Organization:<br />How do peop...
Key Questions (which you can actually answer online via social media)<br />National Consumer Brand/Organization:<br />What...
Key Questions (which you can actually answer online via social media)<br />National B2B Organization:<br />Is anyone talki...
Key Questions (which you can actually answer online via social media)<br />Global Brand:<br />How much is my brand mention...
Services: Local Directories + Reviews<br />
Products: Amazon!<br />
2. A Simple SM Research Strategy Matrix<br />
3. The Tools<br />Blogs, Forums, Mainstream News Media:<br />Google Alerts<br />Daily, unless your volumes are small<br />...
Google Alerts<br />Free or Paid?<br />Free<br />Where?<br />Google.com/alerts<br />Key Info + What It Does:<br />News, blo...
Trendrr<br />
Technorati<br />
3. The Tools<br />Twitter:<br />‘Always On’ Monitoring…<br />Tweetdeck, Seesmic Desktop or Web apps, and more<br />Ad-hoc ...
TweetDeck<br />
Seesmic Look (desktop app)<br />
Twendz<br />
Twist<br />
TwitterStreamGraphs<br />
3. Additional Free SM Monitoring Tools<br />Twitter only:<br />Monitter (http://www.monitter.com/) <br />Twitter fall (htt...
3. Paid/Licensed SM Monitoring Tools<br />Blogs, Forums, Communities, Twitter, Soc Networks, Etc.:<br />Visible Technologi...
4. The Frequency (of Monitoring should probably mirror the Activity)<br />© 2009 Spring Creek Group<br />Recommended Frequ...
4. The Frequency (of Research and Data Harvest, Not Necessarily Your Engagement)<br />Active Monitoring Alerts: Daily, or ...
4. The Frequency  (Of attention will yield different insights… the power of osmosis)<br />Rapid, Infrequent Data:   “WHAT”...
And Finally…<br />A Few Cool Sites That Will Allow You To Crowdsource Your Research, Plug into the Zeitgeist, and Ride the...
Brandtags.net<br />
Zeitgeist / Memes (courtesy the engines)<br />
Twistori.com<br />
Wefeelfine.org<br />
Wrap it Up, Already…<br />
Prologue: Next Steps 1,2,3<br />Set up your Google Alerts<br />Spend one month determining where your customers, competito...
Prologue: Additional Resources…<br />http://www.slideshare.net/SpringCreekGroup<br />http://www.marketingprofs.com/9/essen...
Thank You.<br />Join / Follow / Read some quality Social Media industry observations at…<br />http://www.SpringCreekGroup....
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#SMConfNW Presentation - Social Media Research - Clay McDaniel March25 2010

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This is the presentation material delivered March 25, 2010, at the Social Media Conference Northwest in Mt. Vernon, Washington, by Clay McDaniel of Spring Creek Group. Session name: "Product and Marketing Improvement Through 'Free' Research - Social Media Monitoring as an Alternative Focus Group".

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#SMConfNW Presentation - Social Media Research - Clay McDaniel March25 2010

  1. 1. Social Media Monitoring as “Free” Focus Group, or: How I Learned to Stop Worrying and Love the Buzz<br />Clay McDaniel<br />Principal, Spring Creek Group<br />March 25, 2010<br />
  2. 2. We’ve Got an Hour Together…<br />Let’s make it useful.<br />Historical Context: Bazaars, Souqs, Markets, Pubs, Listening, and You…<br />A Brief Aside on Statistical Significance<br />The Power of Osmosis: Always-On Monitoring<br />What to Harvest, Where, How, and Why<br />Next Steps: 1, 2, 3<br />
  3. 3. Historical Context: Back to Basics<br />In the beginning, there was…<br />[Courtesy: Amazon.com “Look inside the book”]<br />
  4. 4. Historical Context: Back to Basics<br />PRODUCT + SERVICE + LISTENING = REPUTATION = WORD OF MOUTH + REPEAT SALES = LIVELIHOOD<br />
  5. 5. For a Little While There, However,We Kind of Lost Our Way…<br />1950’s  ~2000:<br />WAAAAAY too much emphasis on this one, courtesy your friends at Life, NBC, CBS, etc.<br />[Courtesy: NetMBA.com]<br />
  6. 6. When Brands Ceased to Be Ours, They Became Nothing More Than Theirs<br />Brand!<br />“Tagline”<br />“Cooked-Data Claim”<br />“Message”<br />“Tagline”<br />“Tagline”<br />“Cooked-Data Claim”<br />“Cooked-Data Claim”<br />“Tagline”<br />“Message”<br />“Tagline”<br />“Message”<br />“Cooked-Data Claim”<br />
  7. 7. [Courtesy: http://www.cigarettecentury.com/images/MoreDoctors2.jpg]<br />
  8. 8. Enter: The E-Commerce & Consumer Empowerment Era!<br />2000  Present:<br />Product Quality + Service rising ascendant once again!<br />[However, product offerings have expanded dramatically…]<br />Moves with Product Quality<br />Almost Everything, Almost Everywhere<br />Jaded, Tired<br />Buyers<br />[Courtesy: NetMBA.com]<br />
  9. 9. Behold, The Rise and Rebirth of theBrand as Proxy for “Product”<br />Brand!<br />
  10. 10. The Challenge – and Opportunity –for Marketers Today<br />Don’t “Shift” Purchase Decision-Making.<br />“Simplify” It...<br />Through Trust...<br />Via Active Listening.<br />
  11. 11. The Social Media Web<br />Interesting…But What Does All of That Have to Do with the Value of Social Media Research?<br />
  12. 12. Remember This?<br />PRODUCT + SERVICE + LISTENING = REPUTATION = WORD OF MOUTH + REPEAT SALES = LIVELIHOOD<br />
  13. 13. Social Media: The Land of the Malcontents (or is it?)<br />Naturally Grumpy People Who Have Used Your Product<br />Social <br />Media!<br />Mean / Snarky / Lying Competitors<br />Teenagers, Geeks, and Late-Night Gamers<br />Page 13<br />
  14. 14. It’s True, The Motivation to Complain > Motivation to Praise<br />But Remember: <br />For every ‘Hyena’, You Could Be Encouraging a ‘Badger’<br />…or just nipping something bad in the bud, and demonstrating that you care enough to be open to feedback in the process.<br />
  15. 15. Oddfellow’s Café (Seattle, WA)<br />[Courtesy: http://www.thestranger.com]<br />
  16. 16. Delfina’s Pizzeria (SF)<br />[Courtesy: 7x7.com]<br />
  17. 17. Yours Truly…<br />
  18. 18. As @Oprah Says, “When You Know More, You Do Better”<br />
  19. 19. Before We Go Much Further<br />A note on statistical significance:<br />De La Soul said “3 is the Magic Number”, but in fact, 33 is the magic number.<br />Traditional focus groups often fail in this regard; surveys and polls do better *if* you can afford the scale.<br />
  20. 20. But ‘Traditional’ Research, At LeastI Can Control – and Trust – The Results<br />$<br />Report<br />[Clipart Courtesy: http://www.marktoon.co.uk/cartoons.htm]<br />
  21. 21. Are You Sure?<br />A note on observation and responsebiases:<br />Heisenberg, Schrodinger, Hawthorne, and you, dear researcher…<br />Similarly, the mere act of asking introduces some measure of bias into a ‘traditional’ research exercise.<br />
  22. 22. So Maybe It’s Worth At Least Considering This Approach as Well.<br />The Social Media Web<br />?<br />+<br />[Clipart Courtesy: http://www.marktoon.co.uk/cartoons.htm, www.cksinfo.com, www.4afixit.com ]<br />
  23. 23. The Social Media Web<br />Ok, Get on with it… How Can I Learn What People Are Saying About Me, My Products, and My Competitors Online?<br />
  24. 24. What It’s All About(courtesy Michael Mann)<br />McCauley (DeNiro): <br />“How did you get this information?”<br />Cezar (Voight): <br />“It’s out there. Just floating around. You just gotta know how to grab it. See, I know how to grab it.”<br />
  25. 25. Social Media Research… for “Free”<br />What Can You Learn?<br />The Approach<br />The Tools<br />The Frequency<br />+ Some Cool Sites and Potential Eye-Openers<br />
  26. 26. 1. What Can You Learn?<br />With survey or focus group research, you enjoy the benefit of…<br />Lots of questions,<br />Which you define.<br />With Social Media Research, you must focus on…<br />Small number of questions,<br />For which you can actually learn answers.<br />The Social Media Web<br />Report<br />
  27. 27. Key Questions (which you can actually answer online via social media)<br />Local / Regional Organization:<br />How do people rate/score my business?<br />How do people rate/score my competitors?<br />What do customers say about their experience with my business?<br />Is my business (or another with a remarkably similar brand name) ever mentioned in blogs, forums, or editorial news?<br />
  28. 28. Key Questions (which you can actually answer online via social media)<br />National Consumer Brand/Organization:<br />What are people talking about when they cite my brand?<br />What do customers say about their experience with my business?<br />How frequently is my business mentioned on blogs, in forums, in the news, on Twitter? How does that rank relative to my competitors?<br />
  29. 29. Key Questions (which you can actually answer online via social media)<br />National B2B Organization:<br />Is anyone talking about my business on the Web?<br />If so, where and how much?<br />If so, what are they saying?<br />If not, is anyone talking about my competitors on the Web? If so, where and what are they saying?<br />Is anyone talking about my industry on the Web? <br />If so, where and how much?<br />If so, could I add value to that community?<br />
  30. 30. Key Questions (which you can actually answer online via social media)<br />Global Brand:<br />How much is my brand mentioned online? Where? How does that relate to my competitors? How is volume changing over time?<br />What are my customers saying most frequently when they cite my brand? Which things are good, and which are bad?<br />Where are major brand equity opportunities or problems going to appear first online?<br />
  31. 31. Services: Local Directories + Reviews<br />
  32. 32. Products: Amazon!<br />
  33. 33. 2. A Simple SM Research Strategy Matrix<br />
  34. 34. 3. The Tools<br />Blogs, Forums, Mainstream News Media:<br />Google Alerts<br />Daily, unless your volumes are small<br />Your Brand + Key Competitors<br />Trendrr (volumes), Technorati (top sites with ‘authority’)<br />Free-to-Try, Pay-to-Buy Active Monitoring SaaS Tools<br />ScoutLabs<br />Radian6<br />SM2<br />
  35. 35. Google Alerts<br />Free or Paid?<br />Free<br />Where?<br />Google.com/alerts<br />Key Info + What It Does:<br />News, blogs + forums, videos<br />Collects, summarizes, and provides email summary “clipping service” with links<br />Frequency configurable<br />Links to original content<br />
  36. 36. Trendrr<br />
  37. 37. Technorati<br />
  38. 38. 3. The Tools<br />Twitter:<br />‘Always On’ Monitoring…<br />Tweetdeck, Seesmic Desktop or Web apps, and more<br />Ad-hoc Inquiries…<br />Twitter Search! (search.twitter.com)<br />Seesmic Look (download desktop app from <br />Twendz (www.twendz.com) <br />Visualizations, Relative Charting, etc…<br />Twist (twist.flaptor.com)<br />TwitterStreamGraphs (www.neoformix.com/Projects/TwitterStreamGraphs)<br />
  39. 39. TweetDeck<br />
  40. 40. Seesmic Look (desktop app)<br />
  41. 41. Twendz<br />
  42. 42. Twist<br />
  43. 43. TwitterStreamGraphs<br />
  44. 44. 3. Additional Free SM Monitoring Tools<br />Twitter only:<br />Monitter (http://www.monitter.com/) <br />Twitter fall (http://twitterfall.com)<br />WeFollow (http://www.wefollow.com)<br />CrowdEye (http://crowdeye.com/ )<br />VisibleTweets (http://visibletweets.com/)<br />#hashtags (http://hashtags.org)<br />Blogs, Forums, and elsewhere in social media land:<br />Scout Labs* (www.scoutlabs.com) *free to try for short period<br />Technorati (www.technorati.com)<br />Alltop + Alltop Search (www.alltop.com)<br />BuzzDing (www.buzzding.com) <br />+ several others called out in the comment thread… (http://bit.ly/5QkTV) <br />
  45. 45. 3. Paid/Licensed SM Monitoring Tools<br />Blogs, Forums, Communities, Twitter, Soc Networks, Etc.:<br />Visible Technologies’ TruPulse, TruVoice, TruCast<br />Radian6<br />ScoutLabs<br />CrimsonHexagon<br />Techrigy SM2<br />Nielsen BuzzMetrics<br />Collective Intellect<br />…and on and on and on…<br />
  46. 46. 4. The Frequency (of Monitoring should probably mirror the Activity)<br />© 2009 Spring Creek Group<br />Recommended Frequency<br />Wikis<br />Microblogs<br />YOUR Blog<br />Forums<br />Others’ Blogs <br />(Commenting)<br />Your Press Release<br />Social Networks <br />(Updates / Page Posts)<br />Message Durability<br />
  47. 47. 4. The Frequency (of Research and Data Harvest, Not Necessarily Your Engagement)<br />Active Monitoring Alerts: Daily, or As-it-Happens (depending upon volumes and your anxiety level)<br />Twitter, Facebook, etc.: Daily if there’s volume; Several time weekly if not<br />Total Buzz Volumes + Comps: Monthly<br />Brand Sentiment / Product Reviews: Monthly (if possible)<br />
  48. 48. 4. The Frequency (Of attention will yield different insights… the power of osmosis)<br />Rapid, Infrequent Data: “WHAT”<br />Consistent Review of the Volume, Sentiment, Tone, Location, & Key Themes over Time: “SO WHAT”<br />
  49. 49. And Finally…<br />A Few Cool Sites That Will Allow You To Crowdsource Your Research, Plug into the Zeitgeist, and Ride the Meme Waves<br />
  50. 50. Brandtags.net<br />
  51. 51. Zeitgeist / Memes (courtesy the engines)<br />
  52. 52. Twistori.com<br />
  53. 53. Wefeelfine.org<br />
  54. 54. Wrap it Up, Already…<br />
  55. 55. Prologue: Next Steps 1,2,3<br />Set up your Google Alerts<br />Spend one month determining where your customers, competitors, others are posting most about you, themselves, and your market<br />Top 2 key social media channels for you: Monthly deep-dives using one or more of the right tools<br />[and lastly, remember what @Oprah said]<br />
  56. 56. Prologue: Additional Resources…<br />http://www.slideshare.net/SpringCreekGroup<br />http://www.marketingprofs.com/9/essential-social-media-listening-tools-mcdaniel.asp<br />http://www.slideshare.net/SpringCreekGroup/essential-tools-for-social-media-womma-webinar<br />Mashable.com search on “social” and “monitoring”<br />
  57. 57. Thank You.<br />Join / Follow / Read some quality Social Media industry observations at…<br />http://www.SpringCreekGroup.com/blog<br />http://www.facebook.com/SpringCreekGroup<br />http://www.twitter.com/SpringCreekGrp<br />… or, for the truly adventurous and Seekers-of-the-Random-Thought…<br />http://www.twitter.com/ClayMcDaniel<br />http://www.ClayMcDaniel.com<br />

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