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The Honorable Jennifer L. McClellan
Virginia House of Delegates, 71st District
Welcome
Grant Intro
Non-traditional MarketingNon-traditional Marketing
to Spark Customer Engagementto Spark Customer Engagement
Gr...
About Pulsar
About Pulsar
Traditional Marketing
Familiarity
Trial
Measure
and
Refine
Awareness
Behavior Change/
Conversion
Evolved Funnel Familiarity
Relevance
Conversion
Involvement
Ongoing
Engagement
Measure&Refine
Direct Messaging
Direct Messaging
Media Mix
campaign billboardtweet
broadcast
message
youtube
competition
web
banner
bus shelter
message
Your company’s media mix
Non-traditional Marketing
I. A Twist on Traditional
New Media Engagement
Shift to Mobile
I. A Twist on Traditional
1. Target existing resources
2.
3.
I. A Twist on Traditional
Examples
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3.
I. A Twist on Traditional
Examples
Examples
I. A Twist on Traditional
I. A Twist on Traditional
1. Target existing resources
2. Renew old mediums
3. Crowdsourcing
Examples
I. A Twist on Traditional
Your company’s social channels
II. New Media Engagement
1. Transparency
2.
3.
4.
II. New Media Engagement
1. Transparency
2. User Generated Content
3.
4.
II. New Media Engagement
Examples
II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4.
Examples
II. New Media Engagement
Examples
II. New Media Engagement
Examples
II. Shift to Mobile
Examples
II. New Media Engagement
1. User Generated Content
2. Transparency
3. Geo Social
4. SEO & CPC Advertising
II. New Media Engagement
Examples
II. New Media Engagement
Examples
II. New Media Engagement
Examples
III. Shift to Mobile
1.
2.
Americans who receive news
through their mobile phone26% – USA Today, March 2010
Americans’ mobile data use of text,
email...
Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because their dev...
Mobile Shift
2012Smartphone sales will outpace
personal computer sales
– Morgan Stanley Research, Q1 2010
2011US Smartphon...
III. Shift to Mobile
1. Text/SMS
2.
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
III. Shift to Mobile
1. Text/SMS
2. Smartphone Technology
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
II. Shift to Mobile
Examples
WOR D of MOUTHL
Extended.
Extra slides and info to help
answer all your questions.
1. Ford Fiesta lauch through
social Case Study
2. Links...
Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford
And started a Movement…
Integrating Social
Pre-Launch Awareness
among Millenials
“You can’t just say it. You have to get
the people to say it to each other.”
– James...
Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise
• Twitter: Mashable’s Guide, Apps, Lists
• Foursqu...
Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Out...
Rules of Engagement
• Provide access
anytime/anywhere
• Make it easy
• Provide tools to
spread the word
• Be authentic
• T...
Challenge…
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email o...
Michelle Intro
Market Research Methods:
Oldies & New Goodies
Michelle Finzel
VP, Full Service Research
October 20, 2010
 Today we’ll discuss:
 Company Info
 Market Research Roots – “Oldies”
 Market Research on the Rise – “New Goodies”
 A...
 MMS Established in 1986 / Acquired BAR in 2002
 Full-service market research company
 Specializes in qualitative and q...
 State-of-the-art CATI (computer assisted telephone interviewing) call center
 Modern and comfortable focus group facili...
 Note: “Oldies” does not mean “old”!
 Just because something came first, doesn’t mean it’s archaic.
 AKA “Traditional R...
 Quantitative
 Telephone surveys
 Internet surveys
 Mail Surveys
 Intercept Interviewing
“Oldies”
 Qualitative
 Focus groups
 In depth interviews
 Ethnographies
“Oldies”
 Lines between Quantitative and Qualitative research
have begun to blur as tools are created to help
researchers reach ou...
 Online bulletin boards
Credit:
“New Goodies”
 Web-cam focus groups
Credit:
“New Goodies”
 Text message research
Credit:
“New Goodies”
 Market Research Online Communities…
 …MROCs utilize a private social networking platform/website
to conduct qualitative...
 Social Media Market Research is…
 …the application of scientific marketing research principles to
the collection and an...
 Social Media market research tools
 Embedding surveys into social networking applications
and communities.
Find out who...
 “New Goodies”
 Allow us to reach audiences while crossing zip codes, time zones,
and continents.
 Provide a range of m...
 “Oldies”
 Tried-and-true: not fads or a struggle to keep up with
 KISS
 “Barometer, not just Thermometer”
Applications
 What’s the right market research method for you?
Big Question
Big Answer
Michelle Finzel
VP, Full Service Research
(410) 922-6600 x109
(410) 922-6675 (fax)
mfinzel@mdmarketingsource.com
www.mdmar...
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Transcript of "Limited Budgets Presentation (Oct 20, 2010) for Download"

  1. 1. Start
  2. 2. The Honorable Jennifer L. McClellan Virginia House of Delegates, 71st District Welcome
  3. 3. Grant Intro Non-traditional MarketingNon-traditional Marketing to Spark Customer Engagementto Spark Customer Engagement Grant Mizell (@G24NT)Grant Mizell (@G24NT) Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar October 20, 2010October 20, 2010
  4. 4. About Pulsar
  5. 5. About Pulsar
  6. 6. Traditional Marketing Familiarity Trial Measure and Refine Awareness Behavior Change/ Conversion
  7. 7. Evolved Funnel Familiarity Relevance Conversion Involvement Ongoing Engagement Measure&Refine
  8. 8. Direct Messaging
  9. 9. Direct Messaging
  10. 10. Media Mix campaign billboardtweet broadcast message youtube competition web banner bus shelter message
  11. 11. Your company’s media mix
  12. 12. Non-traditional Marketing I. A Twist on Traditional New Media Engagement Shift to Mobile
  13. 13. I. A Twist on Traditional 1. Target existing resources 2. 3.
  14. 14. I. A Twist on Traditional Examples
  15. 15. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3.
  16. 16. I. A Twist on Traditional Examples
  17. 17. Examples I. A Twist on Traditional
  18. 18. I. A Twist on Traditional 1. Target existing resources 2. Renew old mediums 3. Crowdsourcing
  19. 19. Examples I. A Twist on Traditional
  20. 20. Your company’s social channels
  21. 21. II. New Media Engagement 1. Transparency 2. 3. 4.
  22. 22. II. New Media Engagement 1. Transparency 2. User Generated Content 3. 4.
  23. 23. II. New Media Engagement Examples
  24. 24. II. New Media Engagement 1. User Generated Content 2. Transparency 3. Geo Social 4.
  25. 25. Examples
  26. 26. II. New Media Engagement Examples
  27. 27. II. New Media Engagement Examples
  28. 28. II. Shift to Mobile Examples
  29. 29. II. New Media Engagement 1. User Generated Content 2. Transparency 3. Geo Social 4. SEO & CPC Advertising
  30. 30. II. New Media Engagement Examples
  31. 31. II. New Media Engagement Examples
  32. 32. II. New Media Engagement Examples
  33. 33. III. Shift to Mobile 1. 2.
  34. 34. Americans who receive news through their mobile phone26% – USA Today, March 2010 Americans’ mobile data use of text, email and internet surpasses voice data2009 – CITE (via NYT), May 2010 Months to reach 1 billion downloads through the App Store. 9 – Apple, April 2009 Mobile Shift
  35. 35. Mobile Shift 86 Million iPhone/iTouch users, versus 18 million Netscape users, at Q11. – Morgan Stanley Research, Q1 2010
  36. 36. Mobile Shift – Pew Research, July 2010 African-Americans continue to be the most active mobile web users because their devices commonly function as the primary or sole connection to the web Latinos & English- speaking
  37. 37. Mobile Shift 2012Smartphone sales will outpace personal computer sales – Morgan Stanley Research, Q1 2010 2011US Smartphones will outsell traditional mobile phones 2010US Mobile browsing and Mobile App use doubles from Q1 2009
  38. 38. III. Shift to Mobile 1. Text/SMS 2.
  39. 39. II. Shift to Mobile Examples
  40. 40. II. Shift to Mobile Examples
  41. 41. II. Shift to Mobile Examples
  42. 42. III. Shift to Mobile 1. Text/SMS 2. Smartphone Technology
  43. 43. II. Shift to Mobile Examples
  44. 44. II. Shift to Mobile Examples
  45. 45. II. Shift to Mobile Examples
  46. 46. WOR D of MOUTHL
  47. 47. Extended. Extra slides and info to help answer all your questions. 1. Ford Fiesta lauch through social Case Study 2. Links for winning the Boss over to Social and Mobile
  48. 48. Ford gave away one hundred, pre-released Fiestas for six months. Case Study: Ford
  49. 49. And started a Movement…
  50. 50. Integrating Social
  51. 51. Pre-Launch Awareness among Millenials “You can’t just say it. You have to get the people to say it to each other.” – James Farley, CMO Ford 2010 - Ford moves 25% of Marketing Spend to Digital/Social Media 37%
  52. 52. Turn the Boss onto Social & Mobile Marketing • Suvey internal expertise • Twitter: Mashable’s Guide, Apps, Lists • Foursquare: BART, VisitPA • Multi-updaters: Cotweet, Hootsuite, Ping • All Socialnomics vids & stats • What The Heck is Social Media? • Internet trends • Can Social Media sell cars? Explore Potential (Fire power) Load-Up on Stats (Ammunition) Two Steps to
  53. 53. Winning the Boss Over Other resources. The Secret Sauce of Social Marketing 5 Tips to Convince the Boss Adding Blogger Outreach to Your PR Plan 10 Ways to Initiate Social Conversation Social ROI Facebook Stats Social Media Business Tools
  54. 54. Rules of Engagement • Provide access anytime/anywhere • Make it easy • Provide tools to spread the word • Be authentic • Tout your USP • Focus on the greater good • Be community centric • Listen • Experiment • Have fun!
  55. 55. Challenge… Do one thing next week to challenge the status quo of your current marketing efforts. i.e. start a mass email of ideas around the office, place a box for marketing ideas in the break room, take an internal survey of social strengths/expertise, explore 1 new social site, etc. Share it. Email me at gmizell@pulsaradvertising.com; OR Tweet me @G24NT, ending with the hashtag #capitol102010
  56. 56. Michelle Intro Market Research Methods: Oldies & New Goodies Michelle Finzel VP, Full Service Research October 20, 2010
  57. 57.  Today we’ll discuss:  Company Info  Market Research Roots – “Oldies”  Market Research on the Rise – “New Goodies”  Applications Agenda
  58. 58.  MMS Established in 1986 / Acquired BAR in 2002  Full-service market research company  Specializes in qualitative and quantitative market research Company Info
  59. 59.  State-of-the-art CATI (computer assisted telephone interviewing) call center  Modern and comfortable focus group facility  Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE Company Info
  60. 60.  Note: “Oldies” does not mean “old”!  Just because something came first, doesn’t mean it’s archaic.  AKA “Traditional Research Methods”  Then again, some methods have been put out to pasture. “Oldies” &“New Goodies”
  61. 61.  Quantitative  Telephone surveys  Internet surveys  Mail Surveys  Intercept Interviewing “Oldies”
  62. 62.  Qualitative  Focus groups  In depth interviews  Ethnographies “Oldies”
  63. 63.  Lines between Quantitative and Qualitative research have begun to blur as tools are created to help researchers reach out via internet, social media, and cell phones.  Research can be text based or audio/video, real-time or chronicled. “New Goodies”
  64. 64.  Online bulletin boards Credit: “New Goodies”
  65. 65.  Web-cam focus groups Credit: “New Goodies”
  66. 66.  Text message research Credit: “New Goodies”
  67. 67.  Market Research Online Communities…  …MROCs utilize a private social networking platform/website to conduct qualitative marketing research.  A group of community members (from 50-300) who meet specific recruiting criteria are invited to become members.  Once active, members hold discussions with each other, as well as engage in client-directed activities (polls, forums, etc.).  MROCs are typically 3 months, but can be longer. Credit: “New Goodies”
  68. 68.  Social Media Market Research is…  …the application of scientific marketing research principles to the collection and analysis of social media data such that valid and reliable results are produced.  Qual, not Quant Credit: “New Goodies”
  69. 69.  Social Media market research tools  Embedding surveys into social networking applications and communities. Find out who’s talking the most about you and understand/compare your brand’s share of voice Utilizes proprietary automated content analysis process to provide an in-depth evaluation of your brand on more than 600 different measures. “New Goodies”
  70. 70.  “New Goodies”  Allow us to reach audiences while crossing zip codes, time zones, and continents.  Provide a range of market research services for a range of budgets  Anonymity = comfort and security = more forthcoming participants Applications
  71. 71.  “Oldies”  Tried-and-true: not fads or a struggle to keep up with  KISS  “Barometer, not just Thermometer” Applications
  72. 72.  What’s the right market research method for you? Big Question
  73. 73. Big Answer
  74. 74. Michelle Finzel VP, Full Service Research (410) 922-6600 x109 (410) 922-6675 (fax) mfinzel@mdmarketingsource.com www.mdmarketingsource.com Twitter: @MDMktingSource J. Grant Mizell Digital + Emerging Media Ph (410) 922-6600 Fx (804) 225-8347 gmizell@pulsaradvertising.com www.pulsaradvertising.com Twitter: @G24NT, @mizellg Contact Us
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