Using social media for market researchPresentation Transcript
WHY SOCIAL MEDIA FOR MARKET RESEARCH?
Immediate, Real Time Commentary
Massive Customer Feedback
SEARCHReputation MonitoringKeyword SearchMentions
TYPES OF SEARCH TOOLS
FriendFeed – searches through whatever social media sources its members have added. Technorati – searches through the blogosphere, but not other social media. Google Blog Search – also searches through the blogosphere. BlogPulse – also searches through the blogosphere. Twitter Search – provides results only from Twitter. OneRiot – searches just the URLs shared on Twitter. Dipity – searches through social media sites and displays the results against a timeline.Social Mention – searches through social media sites and includes statistics of the keyword: strength, sentiment, passion & reach. Samepoint – searches through social media sites and includes how negative or positive that source is on the topic. BoardTracker – searches through popular forums Omgili – searches for discussions of your keyword on popular forums, mailing lists, answer boards, blogs, and even reviews on ecommerce sites.Google Alerts – sends an email each time a new page based on your keyword is indexed.
ASKEngagementCommunityBetter Than A Focus Group!Crowdsourcing
FYI..... Craft Your Questions CarefullyBe careful not to come across too commercial or promotional whenever talking to the public. If you are in doubt, start by asking how people solve the particular problem in your business
TYPES OF E-FORUM TOOLS
Yahoo! Answers (YHOO) – questions are categorized and social incentives are offered to encourage people to provide answers.Aardvark – uses your extended social network to answer your questions, which may or may not be your target audience.Forums – there are forums for almost every topic and industry out there; look for a few popular & active forums aimed at your target market and post your questions there. Google Groups – look for a few popular & active groups aimed at your target market and post your questions there. Blog – start a blog and ask your questions there, though without cultivating a meaningful following, replies may not be forthcoming. Twitter – create an account and ask your questions there, though without cultivating a meaningful following, replies may not be forthcoming.Facebook – start a group or fan page for your business and ask your questionsthere, though without cultivating a meaningful membership, replies may not be forthcoming.
TRENDSDetect a growing trendRide the WaveIdentify New Opportunities
TYPES OF TREND SEARCH TOOLS
Google Trends – displays the keyword search volume and news articles over time, including search volume within geographic regions, cities, and languages. bing xRank – displays the keyword search volume over time, including related keyword phrases, news, videos, and images. Trendrr – searches through a range of social media sites and displays the keyword search volume on each over time. BlogPulse – searches through the blogosphere and displays uses of the keyword over time.Trendpedia – searches through the blogosphere and displays uses of the keyword over time.Hashtags – searches through Twitter’s hashtags and displays uses of the hashtag (if it exists) over time.
COMPETITIVE RESEARCHIdentify Your CompetitorsUnderstand Their BusinessGet “Insider” Information
TYPES OF COMPETITIVE RESEARCH TOOLS
LinkedIn – provides employee listings (current, former, & new), related companies (acquisitions & subsidiaries), general company information (location of employees, number of employees, stock charts, etc), employee demographics (recent promotions, common job titles, common career paths, top universities, median age, gender percentages, etc), and job listings.Jigsaw – provides employee listings (name, position, contact information, etc) and employee statistics (number of employees in different divisions & positions). CrunchBase – provides general company information (using wiki software), key employee proﬁles (current & former), company acquisitions (acquired company, date, & amount if known), company investments (company invested in & date),dates of signiﬁcant company events, trafﬁc analysis of company website, and list of news articles from TechCrunch, Techmeme, and other sources. Glassdoor – provides ratings & reviews of companies made by members of this site, salary information based on job titles, information about interviews with various companies, and job listings.
WHAT’S NEXT FOR SOCIAL MEDIA?
Niche Platforms Behavioral Targeting Social SharingSocial “Assistance” Tools
WHAT IS SOCIAL SHARING?Customers are now directly involved with your product and can make an impact!
TYPES OF “SOCIALASSISTANCE” TOOLS
Social Relationship Management Social Automation Social Analytics
Contact: email@example.comPanorama Public Relations