Traditionally, brand marketers have spent substantial resources on market research to understand who their customers are, what they are interested in and how they behave. Now brands can turn to their social networks to reveal powerful data about fans and followers for a fraction of the price, and without ever pulling together a focus group. When done right, social market research dives deeper than surface-level demographics and interests. It employs multivariate analysis of consumer attitudes, values, behaviors, beliefs, and sentiment to uncover fans’ affinity for other brands, competitors, interests, media properties and more. The learning has powerful practical applications for brand marketing strategies and tactics: • Selecting appropriate media targets online and off. • Helping better position the brand. • Highlighting messages fans respond to best, which can influence content online and off. • How often to post on social networks and what keywords to use.

1. Market Research
GOES SOCIAL
A selection of slides for our
2013 SXSW PanelPicker Proposal

2. A Peek Behind The Social Curtain
• Social communities can reveal rich, actionable data
about customers, clients and entire markets
• Who are your fans, what do they like, what do they do
• Learnings inform social, online and offline marketing
strategies
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3. PROFILE OF TYPICAL FAN
PROFILE OF A BRAND’S FAN
WHO IS YOUR FAN? WHAT ELSE DOES SHE LIKE?
FEMALE
AGED
25-44
WITH
ETHNICALLY AWARE
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4. LIFESTYLE PROFILE
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5. LIFESTYLE PROFILE [WHAT THEY READ]
Fan reading preferences surround personal interests and connection with people
– Cooking and Entertainment interests also found

6. LIFESTYLE [WHAT THEY SUPPORT]
High affinity for Female and Children-related causes

7. LIFESTYLE [WHERE THEY GO]
Low Affinity in travel interests – top family travel interests align with the family-oriented profile

8. BRAND AFFINITY FOR COMPETITORS
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9. POTENTIAL APPLICATIONS
• Target and grow your base of engaged users, or any other
underrepresented segments
• Identifying interests in media reveals other media channels through
which to reach your fans/customers/clients
• Understand the lifestyle of your fans to best position your brand
• Recognizing the messages, imagery, offers and promotions your
fans are responding to influences online and offline decision
making
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