Desk Research 2.0
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Desk Research 2.0

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Presentation of my winning paper for Pinasthika Awards - Call for Paper category

Presentation of my winning paper for Pinasthika Awards - Call for Paper category

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  • SelalusenengdtgkePinasthika. Appreciate & bangga.
  • Media utk org media, contentutk org kreatif. Insight utk planner.
  • Mungkin analog?
  • Copy paste,hanyapendukung
  • Kita masihterusnyari penggunaan2 media-media ini
  • Miripgoogle?

Desk Research 2.0 Desk Research 2.0 Presentation Transcript

  • Pinasthika Awards 2009
    Call for Paper
    Desk Research 2.0
    Imam Wiratmadja
    Strategic Planner
  • What’s On Your Mind?
    • Was here as AdStudentPinasthika 2006
    • Premiere of This Category
    • While we’re here, things happening in/out the Social Media
  • Desk Research 2.0
    User-generated CONTENT
    Social MEDIA
    Web 2.0
    Accessible INSIGHT
  • Social Media = FGD Room (?)
  • What we used to know about Desk Research
    Secondary data
    Literature
    a.k.a no fun
  • ...available database
    Crosstab of
    • Audience Demography
    • Media Usage
    • Product Usage & Preference
    • Attitude Statement
  • Search Engines
  • Emerging, then what?
    Facebook users growth in Indonesia 624.3%
    Lets put the brand/campaign/link on facebook?
    • The bomb, twitter, & movement
  • The Web 2.0 Matters
  • Social Media as Research Tool
  • TwitterTweet and Search
    On July 28, 2009
    Twitter re-positioning itself from micro-blog to social radar
  • Twitter Search Page
  • FacebookBored of Profile Page?
    Search for keyword
    IRAN
    ..still under development..
  • Features for Facebook Ads
    Occurrence Graph
    Demography
    Word Association
  • And of Course, Google
    Google's mission is to organize the world's information and make it universally accessible and useful
  • What’s Available Now?
  • Trends & Sentiment
  • Identify Opinion Leaders
    5% users do 75% tweets
  • Time, Location, Demography
  • Some Digital Analogies
  • Projection Technique
  • Ethnography
  • Word Association
    " Dapur ? "
    “..Kulkas.."
    " Kopi ? "
    “..Pahit.. "
    " Bandung ?
    “..Brownies.."
  • People Meter
  • Issues & Limitations
  • The Long Tail & Representation
  • How It Contributes to Creative Works? (So Far)
  • Example 1Insight: You Don’t Talk to Most of Your Friends on Friend List
  • 82,771 people dumped their Facebook friends
  • Example 2Insight: You Procrastinate
  • CADBURY EYEBROW TVC
  • LAYS HOTEL 666
  • Example 3Insight: You Want To Join Trend
  • Join The Conversation Today
  • Two Point O
    Web 2.0
    Interaction  user-generated, user-defined
    Dynamic content  PHP, Ajax, Java, etc
    Nature of 2.0
    Things add up > twitter app, facebook app
    People add up > hashtags
    Attitude 2.0
    Equality
    Anyone can dig valuable insight!
  • Home Made Insights Makes Home Made Viral
  • Desk Research 2.0
    User-generated CONTENT
    Social MEDIA
    Web 2.0
    Accessible INSIGHT
    • Engagement
    • Equality
    • Opportunity!
  • Arent we doing this already?
    Stalking your It’s Complicated ?
    Ask questions to the crowd?
    Next
    Organize the information
    Explore and find new usage