Listening To the Consumer: Is Social Media the New Market Research?

Listening to the Consumer Listening to the Consumer Is Social Media the New Market Research? 1

Upcoming ARF Events Putting Listening to Work 2010 ARF Industry Leader Forum THURSDAY JANUARY 28, 2010 Bently Reserve, San Francisco Join us at our upcoming San Francisco event to learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day. Speakers include: »  Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group »  Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn »  Doug Frisbie, National Social Media and Product Integration Manager, Toyota »  Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

Upcoming ARF Events Re:think 2010: The ARF Annual Convention + Expo MARCH 22-24, 2010 Marriott Marquis, New York City www.TheARF.org/assets/rethink-10 The ARF 2010 David Ogilvy Awards MARCH 23, 2010 Marriott Marquis, New York City Enter today! Submission deadline Ext January 11, 2010. www.TheARF.org/assets/ogilvy-10 The ARF 2010 Great Mind Awards MARCH 24, 2010 Marriott Marquis, New York City Nominate a colleague for a Great Mind Award today. www.TheARF.org/assets/great-mind-10

Welcome Lynne d Johnson SVP, Social Media The ARF Twitter: @lynneluvah #ARFCAST 4

Social Media Council Social media is becoming a critical part of progressive marketing thinking. With the rise of social media, the consumer has been able to drive the conversation with or without input from the brands. The Council will: •  Help companies understand how they can be the chief storytellers for their own brands within the midst of all of the noise and conversations. •  Create appropriate metrics that can gauge the impact of marketing efforts in social media. •  Develop a plan for research/insights to bring the voice of the human into the boardroom by “listening” to what is said in social media as part of a cohesive research program. •  Have the ARF leverage social media with its membership and the marketing/media community to develop and demonstrate successful social media marketing principles. 5

Listening to the Consumer What is traditional marketing research? 6

Listening to the Consumer Why it’s changing? 20% of Tweet about brands 4,130,382 fans 7

Listening to the Consumer What is listening? “The study of naturally occurring conversations, behaviors, and signals, that may or may not be guided, that brings the voice of people’s lives in to the brand” – ARF Listening Playbook 8

Listening to the Consumer Why brands listen… • Take the customer’s pulse • Get deep insights into what consumers say, and learn about their wants, unmet needs and challenges • Integrate the voice of the customer into traditional re-search • Redefine relationships with consumers and bring their voice into the brand •Understand shifts in consumer perspectives on lif-style, category or issue •Understand context and reasons why 9

Listening to the Consumer Why brands listen… Discover New Customers 10

Listening to the Consumer Why brands listen… Develop New Products 11

Listening to the Consumer Why brands listen… Give the consumer a voice 12

Listening to the Consumer Why brands listen… Take Brand Pulse 13

Listening to the Consumer Why brands listen… Customer Service 14

Listening to the Consumer How to listen 15

Listening to the Consumer 16

Upcoming ARF Events Putting Listening to Work 2010 ARF Industry Leader Forum THURSDAY JANUARY 28, 2010 Bently Reserve, San Francisco Join us at our upcoming San Francisco event to learn how to use listening, evaluate listening applications, develop a listening strategy, integrate it into your existing research program, create an action plan and apply its learnings. Get answers to your questions on listening and develop an action plan that specifically addresses your business needs during this interactive day. Speakers include: »  Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group »  Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn »  Doug Frisbie, National Social Media and Product Integration Manager, Toyota »  Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

Thank You! Lynne d Johnson SVP, Social Media The ARF Twitter: @lynneluvah 18

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Listening To the Consumer: Is Social Media the New Market Research?

by Lynne d Johnson on Jan 19, 2010

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Listening To the Consumer: Is Social Media the New Market Research? — Presentation Transcript