New
Market
Research

Ben Smithee
2009

?’s encouraged
@SpychResearch
#QRCA09

The result of true
engagement
ask questions
share thoughts
personalize examples
photo credit: flickr - theparadigmshifter

topics
what is it?
how is it changing research?
what’s its value to us?
where do we start?
where is it going?

evolution of marketing and
brand communication
strategies
the modern business is
constantly innovating, not to
“win”, but to survive

synergistic channel
research, design, marketing,
communication, feedback

multi-input/output

it’s no longer about shouting
1,000 100 10

it’s about building and
maintaining relationships
10 100 1,000

amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html

where does social media fit in MR?

names you are tired of hearing

names you are tired of hearing
by understanding these

you can better understand these

SM helps to flip the funnel
insights
advertising Research
marketing PR
insights
advertising
Research
customer marketing
PR

companies are constantly
implementing new SM
strategies.
how can we develop research
that increases success, lowers
risk and raises profitability?

companies are constantly
implementing new SM
strategies.
how can we develop research
that increases success, lowers
risk and raises profitability?

experience
today’s consumers:
1. blog
2. comment
3. vlog
4. tweet
5. talk to others
6. call customer service

results now!

benefits to understanding SM
and its value to MR

the value potential value of SM

fastest growing community site
-1,382% increase in visits
475,000 unique in Feb 08 - 7 million Feb 09
131% increase in March up to 9.3 Million
largest age group adults 35 - 49

realize the massive potential...
but don’t under-estimate the
power of one!

US Airways flight – Janis Krum, ferry
passenger, first to tweet before any
traditional media

how can I successfully apply this?

seek first to understand

real-ti line?
me up te on
dates unica
omm unbiased buzz
er sc
c tom
us col Y
my lege en
do G
how does utilizing SM make sense for your project?
non-i
ntrus
ive m B2
onito techn B
ring olog
y
o they a te
hat to ols d tim tion
in va
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use? bs er
o

social media monitoring

Monitor and Engage

twitterel

bloggers have a voice

monitor traffic

video is crucial

video chat/journaling

vimeo and viddler

tubemogul

syndicate

i’m finally on facebook...
now what?

harness its power effectively

but my clients are interested in
their company

so are all of these people

if you haven’t figured it out, it’s
not about your network...it’s
about theirs!

the power is in groups

isn’t YouTube just for ridiculous
home videos?

not anymore
Youtube - search - Sprint “now”

instant feedback and reviews

Merging Traditional and New Media
video credit: Youtube.com - “Coleman Campsite”

customized for your needs

user and crowd-sourced
customization

firewalled micro-blogging

Analytics, Internal Utilization

an example from experience?

thatsnotcool.com
✦guest videos
✦youtube
✦facebook
✦myspace

a socially interactive approach
at SXSW 2009

SM in recruiting, interviewing,
follow-up, logistics,
deliverables

www.youtube.com/spychresearch
videography and production by @JohnFilm

looking forward

enhanced corporate acceptance

further movement toward
interactive communication

what is the bottom line?

SM is not for everyone and
everything

we are past “twitter is cool”
and “get a facebook page”

targeted messages are
becoming less “targeted” as
communication becomes more
transparent

SM gives us another valuable
tool to obtain consumer
insights

as our clients begin to
understand this evolution, they
will expect us to as well.

please keep in touch!

Ben@SpychResearch.com
215.501.2341
SpychResearch.com
@SpychResearch
.com/in/Benjamin Smithee
/ben.smithee

Sources
Advertising Age
blogpulse
emarketer
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Google
Linkedin
Nielsen
twitter
youtube