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

#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 ...

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

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