The “New”!


     Market!
             Research!
                Professional!
The result of true
                                              engagement!
                                            
...
Social Networking
 Social Media
 Web 2.0
      What does it mean
    Social media refers to activities, practices, and beh...
multi-input/output
A New Way of Thinking!
it’s no longer about shouting




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




10!          100!         1,000!
SM helps to flip the funnel
                 insights!
  advertising!     Research!
marketing!         PR!
                ...
amazingly intimate


Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html!
anding!
      nal   Br
Perso
A Marketing Tool
 o  Expand   your reach and build a reputation
             o  Stay   in front of clients
  o  Establish ...
"Everything you do is how you are seen"
              Jason Baer




            #1 SM Benefit:
      People Will Talk abo...
Watch Out!

•  Time
 management


•  Privacy


•  Etiquette
Social Media Etiquette
•    Give more than you expect to receive.
•    Do not say anything online that you would not say t...
How is it different?
               •  Compared to other social
                  networks

                 o  Business f...
How it works
•  Create a profile
•  Grow your network
•  Use your network
    o  People find you /
       you find other
 ...
Benefits
•  Clients are using LI; you want to be seen

•  Establishes credibility

•  Know the people you are
   about to ...
Prepare your profile
•  Fill it out completely
•  Use a photo
•  Include email in last
   name or summary
   description s...
Build your network
•  Let LI search email
   addresses
•  Invite anyone you meet
   related to business
•  Use school and ...
Introductions
•  Find someone you want to
   meet
   o  search by titles, location,
      company, keywords

•  Can ask to...
Enhancements
•  Recommendations
   o  Write them for other
      people; they will write them
      for you
   o  Or ask f...
Groups
•  Thousands of groups
    o Join
    o Create
•  Adds logo to profile
    o reinforces specialties
•  Introduces y...
To pay or not to pay?
Answers section
What is it?
              •  Large social
               networking site
               where users add
               fri...
Different?
More fun and personal than LinkedIn or
 Twitter
Business
    Benefits
Seeing personal side of business world opens
 up new level of connectivity
Profile
Privacy
•  Can assign different levels of access


•  May want to keep your home
  address, phone and primary email
  off
...
Communicating

•  Post on your wall
•  Facebook email
•  Chat
•  Private messages
•  Pokes
•  Status Updates
What is it?
              •  Microblogging
              •  Send tweets - 140 character
                 messages - to tho...
Like a large party!
Benefits
•  Keep in touch with friends, family, coworkers,
   colleagues
•  Build a community
   o    Meet and get to know...
Follow  Build a
 community of
   followers
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
experience


today’s consumers:
1. blog
2. comment
3. vlog
4. tweet
5. talk to others
6. call customer service
benefits to understanding SM and
         its value to MR
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
seek first to understand
real-t                                   lin e?!
           ime u                     te on
                pdate
        ...
social media monitoring
monitor and engage
my daily newspaper
bloggers have a voice
monitor traffic
video is migrating
video chat/journaling
respondent communities
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
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
looking forward
enhanced corporate acceptance
further movement toward interactive
communication and online communities
augmented reality/ location-based
   applications and advertising
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 engaging
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
 ricardo@hispanicresearch.com

      215.501.2341
             732.613.0060 

     @SpychResearch
  ...
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
QRCA - Philadelphia
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QRCA - Philadelphia

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Presentation given by Ben Smithee and Ricardo Lopez to Philadelphia QRCA Chapter

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  • Ben - synergistic channel
  • Elysa -
  • Elysa - Now its about “coffee shop conversations
  • Ben
  • Elysa - reference to previous “coffee shop” analogy SM leads to personal meeting and in-person communication ?’s
  • Use your network to ask to be introduced
  • - the more you fill it out, the more likely others will find you. Schools, employers, organizations, etc.   – looks more professional, inviting and memorable to make it easier for everyone to contact you   - anything you have you want to share. 
  • You look more legitimate if you network is fairly substantial Let LI search your email addresses - Outlook and web-based email Invite anyone you meet related to business (or who could be related to business) Periodically review who else from your schools and previous employers is on LinkedIn and invite those you know (benefit of including these things in your profile) invitations – let them know what you are doing now- great marketing in itself. Accept invitations from anyone you know (and at least somewhat respect)
  • Just joining groups puts their logos on your profile and can reinforce your specialties or focus to those who view your profile Getting involved in groups that are of interest to you can introduce you to a whole new network, and gives you an opportunity to impress people/gain trust Groups vary a lot - some provide lively, stimulating discussions, others have a lot of SPAM and/or job inquiries, and many others are just dead Can also create your own group - e.g., Ricardo's
  • Ask for audience input
  • Similar to QRCA Member Forum But open Focused on individual questions vs ongoing discussions Closes after 7 days Answer questions where you can add value May get selected as "Best Answer" reinforce expertise 
  • Ben - stats
  • Like Amazon.com product recommendations
  • "Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
  • "Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
  • "Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
  • "Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
  • "Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
  • Ben
  • Like Amazon.com product recommendations
  • like going to a big party and eavesdropping on whatever conversations you want - you can invite the people you want at your party, but they can talk about whatever they want to when they are there
  •   Friends, colleagues, clients, gurus, authors, celebrities, news media - doesn't have to be people you know
  • Ben
  • Ben
  • Ben
  • Ben - struggle with communicating new thought stream Elysa - power of a blogger, twitter, etc...
  • Elysa - sent 20 mins before trad media
  • Elysa
  • Elysa Ben
  • Ben
  • Ben
  • Elysa
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Elysa
  • Ben
  • Ben
  • Ben
  • Elysa
  • Elysa - talk about at Traditional TV ad
  • Ben - different effect since rise of SM, more effective research
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Ben
  • Elysa - personal move toward video
  • Elysa - personal move toward video
  • Elysa - begin summary
  • Elysa
  • Elysa
  • Ben
  • Ben
  • Ben Elysa - designer, ability to update quickly
  • QRCA - Philadelphia

    1. 1. The “New”! Market! Research! Professional!
    2. 2. The result of true engagement! ask questions!    share thoughts!  personalize examples! photo credit: flickr - theparadigmshifter!
    3. 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
    4. 4. multi-input/output
    5. 5. A New Way of Thinking!
    6. 6. it’s no longer about shouting 1,000! 100! 10!
    7. 7. it’s about building and maintaining relationships 10! 100! 1,000!
    8. 8. SM helps to flip the funnel insights! advertising! Research! marketing! PR! insights! advertising! Research! customer! marketing! PR!
    9. 9. amazingly intimate Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html!
    10. 10. anding! nal Br Perso
    11. 11. 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
    12. 12. "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!
    13. 13. Watch Out! •  Time management •  Privacy •  Etiquette
    14. 14. 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.
    15. 15. How is it different? •  Compared to other social networks o  Business focused o  Relatively easy to use o  More structured o  Little advertising
    16. 16. 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.
    17. 17. 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
    18. 18. 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
    19. 19. 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?
    20. 20. 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
    21. 21. 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
    22. 22. Groups •  Thousands of groups o Join o Create •  Adds logo to profile o reinforces specialties •  Introduces you to whole new network •  Quality varies
    23. 23. To pay or not to pay?
    24. 24. Answers section
    25. 25. What is it? •  Large social networking site where users add friends, share messages, photos, information, games, etc.
    26. 26. Different? More fun and personal than LinkedIn or Twitter
    27. 27. Business Benefits Seeing personal side of business world opens up new level of connectivity
    28. 28. Profile
    29. 29. Privacy •  Can assign different levels of access •  May want to keep your home address, phone and primary email off •  Can have different user profiles
    30. 30. Communicating •  Post on your wall •  Facebook email •  Chat •  Private messages •  Pokes •  Status Updates
    31. 31. 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
    32. 32. Like a large party!
    33. 33. 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
    34. 34. Follow Build a community of followers
    35. 35. where does social media fit in MR?
    36. 36. names you are tired of hearing
    37. 37. names you are tired of hearing by understanding these
    38. 38. you can better understand these
    39. 39. experience today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
    40. 40. benefits to understanding SM and its value to MR
    41. 41. realize the massive potential... but don’t under-estimate the power of one!
    42. 42. US Airways flight – Janis Krum, ferry passenger, first to tweet before any traditional media
    43. 43. seek first to understand
    44. 44. 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
    45. 45. social media monitoring
    46. 46. monitor and engage
    47. 47. my daily newspaper
    48. 48. bloggers have a voice
    49. 49. monitor traffic
    50. 50. video is migrating
    51. 51. video chat/journaling
    52. 52. respondent communities
    53. 53. i’m finally on facebook... now what?
    54. 54. harness its power effectively
    55. 55. but my clients are interested in their company
    56. 56. so are all of these people
    57. 57. isn’t YouTube just for ridiculous home videos?
    58. 58. not anymore Youtube - search - Sprint “now”
    59. 59. instant feedback and reviews
    60. 60. Merging Traditional and New Media video credit: Youtube.com - “Coleman Campsite”!
    61. 61. customized for your needs
    62. 62. user and crowd-sourced customization
    63. 63. firewalled micro-blogging
    64. 64. Analytics, Internal Utilization
    65. 65. an example from experience?
    66. 66. thatsnotcool.com ✦ guest videos ✦ youtube ✦ facebook ✦ myspace
    67. 67. a socially interactive approach at SXSW 2009
    68. 68. SM in recruiting, interviewing, follow-up, logistics, deliverables
    69. 69. looking forward
    70. 70. enhanced corporate acceptance
    71. 71. further movement toward interactive communication and online communities
    72. 72. augmented reality/ location-based applications and advertising
    73. 73. what is the bottom line?
    74. 74. SM is not for everyone and everything
    75. 75. we are past “twitter is cool” and “get a facebook page”
    76. 76. targeted messages are becoming less “targeted” as communication becomes more engaging
    77. 77. SM gives us another valuable tool to obtain consumer insights
    78. 78. as our clients begin to understand this evolution, they will expect us to as well.
    79. 79. please keep in touch!
    80. 80. 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!!!!
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