The document discusses the value of social media for market research professionals. It highlights how social media allows researchers to ask questions, share thoughts, and personalize examples to truly engage audiences. It also outlines some of the key benefits of social media including expanding reach, establishing credibility, staying relevant, and allowing people to talk about your business. The document emphasizes that social media is not for every project but is a valuable tool for obtaining consumer insights when used appropriately.

1. The “New”!
Market!
Research!
Professional!

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

3. Social Networking
Social Media
Web 2.0
What does it mean
Social media refers to activities, practices, and behaviors
among communities of people who gather online to share
information, knowledge, and opinions using conversational
media. Conversational media are web based applications
that make it possible to create and easily transmit content in
the form of words, pictures, videos, and audios.
The Social Media Bible - Lon Safko and David K. Brave

5. multi-input/output

6. A New Way of Thinking!

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

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

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

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

11. anding!
nal Br
Perso

12. A Marketing Tool
o Expand your reach and build a reputation
o Stay in front of clients
o Establish credibility and professionalism
o Keeps your business up to date and relevant

13. "Everything you do is how you are seen"
Jason Baer
#1 SM Benefit:
People Will Talk about you!
#1 SM Fear:
People Will talk about you!

14. Watch Out!
• Time
management
• Privacy
• Etiquette

15. Social Media Etiquette
• Give more than you expect to receive.
• Do not say anything online that you would not say to someone in
a personal interaction. Play nice!
• Contribute; add value; add content.
• Be respectful.
• Do not be pushy.
• Generate trust by building
quality relationships.
• Stay engaged and present in
the SM space you frequent.

18. How is it different?
• Compared to other social
networks
o Business focused
o Relatively easy to use
o More structured
o Little advertising

19. How it works
• Create a profile
• Grow your network
• Use your network
o People find you /
you find other
people
• Optional - more
advanced features
o Answers, groups,
status updates, etc.

20. Benefits
• Clients are using LI; you want to be seen
• Establishes credibility
• Know the people you are
about to meet
o who is emailing or
calling you
o prep for client meeting
• Proactively search out
potential clients

21. Prepare your profile
• Fill it out completely
• Use a photo
• Include email in last
name or summary
description section
• Include links to your
website, blogs, slide
shows
• Update your profile
regularly so you show up
in the LinkedIn updates

22. Build your network
• Let LI search email
addresses
• Invite anyone you meet
related to business
• Use school and employer
match tools
• Customize invitations -
marketing!
Discuss: Should you accept
all invitations?

23. Introductions
• Find someone you want to
meet
o search by titles, location,
company, keywords
• Can ask to be introduced via
one of your connections
o Closer connections are more
successful
• Or go directly with InMails

24. Enhancements
• Recommendations
o Write them for other
people; they will write them
for you
o Or ask for them- tools
• Status updates
o What are you working on
now?
o More passively tap your
network

25. Groups
• Thousands of groups
o Join
o Create
• Adds logo to profile
o reinforces specialties
• Introduces you to whole
new network
• Quality varies

26. To pay or not to pay?

27. Answers section

30. What is it?
• Large social
networking site
where users add
friends, share
messages, photos,
information, games,
etc.

31. Different?
More fun and personal than LinkedIn or
Twitter

32. Business
Benefits
Seeing personal side of business world opens
up new level of connectivity

33. Profile

34. Privacy
• Can assign different levels of access
• May want to keep your home
address, phone and primary email
off
• Can have different user profiles

35. Communicating
• Post on your wall
• Facebook email
• Chat
• Private messages
• Pokes
• Status Updates

38. What is it?
• Microblogging
• Send tweets - 140 character
messages - to those who are
following you
• Two segments
o Friends communicating real
time
o Business networking, sharing
information, news

39. Like a large party!

40. Benefits
• Keep in touch with friends, family, coworkers,
colleagues
• Build a community
o Meet and get to know new people
• Keep on top of the marketplace
• Create an image for yourself
o expertise . . . and personality
• Drive traffic to your site or blog
• Freedom to follow/drop anyone
• Posts are short

41. Follow Build a
community of
followers

42. where does social media fit in MR?

43. names you are tired of hearing

44. names you are tired of hearing
by understanding these

45. you can better understand these

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

47. benefits to understanding SM and
its value to MR

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

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

50. seek first to understand

51. real-t lin e?!
ime u te on
pdate
s! ica
un unbiased buzz!
mm
er s co
tom o
cus c lle
o my ge!
d
how does utilizing SM make sense for your project?
non-i
ntrus
ive m
onito
ringt! echnolo
gy!
do th ey ate n!
tools tim atio
what in v
use?! bs er
o

52. social media monitoring

54. monitor and engage

55. my daily newspaper

56. bloggers have a voice

57. monitor traffic

58. video is migrating

60. video chat/journaling

61. respondent communities

62. i’m finally on facebook...
now what?

63. harness its power effectively

66. but my clients are interested in
their company

67. so are all of these people

69. isn’t YouTube just for ridiculous
home videos?

70. not anymore
Youtube - search - Sprint “now”

71. instant feedback and reviews

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

73. customized for your needs

74. user and crowd-sourced
customization

75. firewalled micro-blogging

76. Analytics, Internal Utilization

77. an example from experience?

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

80. a socially interactive approach
at SXSW 2009

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

83. looking forward

84. enhanced corporate acceptance

85. further movement toward interactive
communication and online communities

86. augmented reality/ location-based
applications and advertising

87. what is the bottom line?

88. SM is not for everyone and
everything

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

90. targeted messages are becoming
less “targeted” as communication
becomes more engaging

91. SM gives us another valuable
tool to obtain consumer
insights

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

93. please keep in touch!

94. ben@SpychResearch.com
ricardo@hispanicresearch.com
215.501.2341
732.613.0060
@SpychResearch
@RicardoALopez
.com/in/BenjaminSmithee
.com/in/hispanicresearch
.com/ben.smithee
.com/ricardo.a.lopez
Thanks!!!!