New


 Market
      Research
Ben Smithee

   2009
?’s encouraged
@SpychResearch
  #QRCA09
The result of true
                                             engagement
                                              a...
topics
          what is it?
how is it changing research?
   what’s its value to us?
     where do we start?
     where is...
evolution of marketing and
   brand communication
        strategies

  the modern business is
constantly innovating, not ...
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
                      ...
companies are constantly
   implementing new SM
        strategies.
how can we develop research
that increases success, lo...
companies are constantly
   implementing new SM
        strategies.
how can we develop research
that increases success, lo...
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% inc...
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        ...
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

       /...
Sources
Advertising Age
  blogpulse
  emarketer
  Facebook
   Google
   Linkedin
   Nielsen
    twitter
   youtube
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
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Qrca 2009 - New Market Research

  1. 1. New Market Research
  2. 2. Ben Smithee 2009
  3. 3. ?’s encouraged @SpychResearch #QRCA09
  4. 4. The result of true engagement ask questions share thoughts personalize examples photo credit: flickr - theparadigmshifter
  5. 5. topics what is it? how is it changing research? what’s its value to us? where do we start? where is it going?
  6. 6. evolution of marketing and brand communication strategies the modern business is constantly innovating, not to “win”, but to survive
  7. 7. synergistic channel research, design, marketing, communication, feedback
  8. 8. multi-input/output
  9. 9. it’s no longer about shouting 1,000 100 10
  10. 10. it’s about building and maintaining relationships 10 100 1,000
  11. 11. amazingly intimate Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
  12. 12. where does social media fit in MR?
  13. 13. names you are tired of hearing
  14. 14. names you are tired of hearing by understanding these
  15. 15. you can better understand these
  16. 16. SM helps to flip the funnel insights advertising Research marketing PR insights advertising Research customer marketing PR
  17. 17. companies are constantly implementing new SM strategies. how can we develop research that increases success, lowers risk and raises profitability?
  18. 18. companies are constantly implementing new SM strategies. how can we develop research that increases success, lowers risk and raises profitability?
  19. 19. experience today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
  20. 20. results now!
  21. 21. benefits to understanding SM and its value to MR
  22. 22. the value potential value of SM
  23. 23. 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
  24. 24. realize the massive potential... but don’t under-estimate the power of one!
  25. 25. US Airways flight – Janis Krum, ferry passenger, first to tweet before any traditional media
  26. 26. how can I successfully apply this?
  27. 27. seek first to understand
  28. 28. 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 w use? bs er o
  29. 29. social media monitoring
  30. 30. Monitor and Engage
  31. 31. twitterel
  32. 32. bloggers have a voice
  33. 33. monitor traffic
  34. 34. video is crucial
  35. 35. video chat/journaling
  36. 36. vimeo and viddler
  37. 37. tubemogul
  38. 38. syndicate
  39. 39. i’m finally on facebook... now what?
  40. 40. harness its power effectively
  41. 41. but my clients are interested in their company
  42. 42. so are all of these people
  43. 43. if you haven’t figured it out, it’s not about your network...it’s about theirs!
  44. 44. the power is in groups
  45. 45. isn’t YouTube just for ridiculous home videos?
  46. 46. not anymore Youtube - search - Sprint “now”
  47. 47. instant feedback and reviews
  48. 48. Merging Traditional and New Media video credit: Youtube.com - “Coleman Campsite”
  49. 49. customized for your needs
  50. 50. user and crowd-sourced customization
  51. 51. firewalled micro-blogging
  52. 52. Analytics, Internal Utilization
  53. 53. an example from experience?
  54. 54. thatsnotcool.com ✦guest videos ✦youtube ✦facebook ✦myspace
  55. 55. a socially interactive approach at SXSW 2009
  56. 56. SM in recruiting, interviewing, follow-up, logistics, deliverables
  57. 57. www.youtube.com/spychresearch videography and production by @JohnFilm
  58. 58. looking forward
  59. 59. enhanced corporate acceptance
  60. 60. further movement toward interactive communication
  61. 61. what is the bottom line?
  62. 62. SM is not for everyone and everything
  63. 63. we are past “twitter is cool” and “get a facebook page”
  64. 64. targeted messages are becoming less “targeted” as communication becomes more transparent
  65. 65. SM gives us another valuable tool to obtain consumer insights
  66. 66. as our clients begin to understand this evolution, they will expect us to as well.
  67. 67. please keep in touch!
  68. 68. Ben@SpychResearch.com 215.501.2341 SpychResearch.com @SpychResearch .com/in/Benjamin Smithee /ben.smithee
  69. 69. Sources Advertising Age blogpulse emarketer Facebook Google Linkedin Nielsen twitter youtube
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