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QRCA St. Louis Chapter Presenatation

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Keynote PDF of presentation given to the QRCA St. Louis chapter on the evolving world of qualitative research and how to integrate social media into the research toolbox.

Keynote PDF of presentation given to the QRCA St. Louis chapter on the evolving world of qualitative research and how to integrate social media into the research toolbox.

Published in Business , Technology
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Transcript

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