Start
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
s
• Focus on the
greater good
• Be...
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...
Upcoming SlideShare
Loading in...5
×

Non-traditional Media to Spark Customer Engagement, Market Research Methods: Oldies and New Goodies

1,618

Published on

October 20, 2010 at the Virginia State Capitol

Non-traditional Media to Spark Customer Engagement, presented by Grant Mizell, Pulsar Advertising

Summary: Discovering not just the why or what these new mediums are, but how to integrate them into our current marketing strategies, with fewer marketing dollars. In three parts, 1) A Twist on Traditional Media; 2) New Media Engagement; and 3) The Shift to Mobile

Market Research Methods: Oldies and New Goodies, presented by Michelle Finzel, Maryland Marketing Source & Bay Area Research

Summary: Market research methods are constantly evolving with changing media. Learn what "New Goodies" are out and how they may benefit when quantifying your marketing results. Additionally, make sure you know which "Oldies" stand the test of time, proving over and over why they should be trusted.

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,618
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Fully integrated and full-service advertising, PR/PA, social networking agency
    18 year history developing brands
    Offices in Richmond, Washington, DC, New York, Los Angeles, and San Francisco
    SWAM Certified (DBE as well)
    Magnify the Ripple Effect
  • In “Old School” traditional marketing campaigns, we’re used to funneling our dollars to a
    single goal of behavior change and converting consumers into buyers of our message or product.
  • With the rise of internet, email and social networks integrated more and more into our daily lives,
    the funnel becomes expanded out based on consumer engagement with the product/message and
    the [social] sharing of that experience across their networks.
    We utilize this knowledge investing in a more diverse marketing plan, with a focus on user involvement,
    engagement, trial and experience. Social sharing of current brand ambassadors (current users/believers)
    with positive experiences, generates Word of Mouth interest gathering new customers and ultimate
    conversion.
  • The importance of the integrated marketing campaign stems from all the ways we now receive
    messages.
    Think back to the late 80s, early 90s, when we marketers were awed by the targeting power of Direct
    Mail (targeting messaging down to the Zip Code). Then email in the mid to late 90s, allowed us to target
    even further, and more affordably.
  • Now social networks allow us to target even more, based on our embedded profiles, likes and interests.
  • Now we have to understand our target audience much more, to find the right media mix to reach them.
  • When polling today’s audience during RSVP, it’s clear that we’re all marketing. And most even understand
    the importance of online marketing and even social media. But there’s still a slow move into the mobile
    space.
    For those reasons we’ll go over more “How to” when speaking on those elements, and more of the
    “What does it mean” and “Why should I care” when discussing mobile.
  • We’ll divide up the non-traditional tactics you can use in your integrated marketing campaigns, in three
    ways. First we’ll look at ways to twist traditional media. Then we’ll discuss ways to engage through new
    media and social. Finally we’ll discuss how the shift to mobile is taking place and what it means for our
    marketing plans.
  • First, look at the resources you already have. Look at current partnerships, your staff, etc, and think about
    expanding their role. Can you think of staff whose role you could expand?
    Our example.
    Using VDOTs internal video editors, we create Video News Releases we distribute on YouTube and can be used
    by the press, if so inclined.
  • Invest in a little training or take an internal audit of skills, and transform traditional Press Releases into
    more multimedia versions, with embedded links and buttons.
    During the Virginia Tax Amnesty campaign, we created multimedia Press Releases with links to additional
    content, our social networks and campaign commercials.
  • Next, think about revamping or reinventing mediums in unexpected ways.
  • Has anyone ever gotten stuck in congestion caused by Northern Virginia road construction?
    Pulsar was tasked with communicating the road projects, delays and detours to residents across the region.
    The message seemed to be too big for ad, so we created the Megaprojects newspaper insert, funded almost
    entirely with outside advertising. The result after printing, stuffing and distribution to 500k homes -- 5¢ per
    impression.
  • It’s hard not to notice HCA’s new campaign promoting the wait time at their area hospital ERs. They’ve
    repurposed billboards for a major 2-way benefit. Providing consumers the wait time before they walk in
    the door is a great public service, but also helps the hospitals even out traffic throughout the region.
    FYI, there’s also a text message component to this campaign, where you can text in to get wait times for
    the closest ERs using your Zip code.
  • A final tactic I want to touch on, is the power of crowdsourcing. A cost efficient way to learn more about
    your consumers’ needs. Think about it as outsourcing input directly from your customers, via open-ended
    questions on your social networks, surveys and polls, or even encouraging comments on blog posts, etc.
    An easy explanation of crowdsourcing would be American Idol. Think of how the judging has completely
    been outsourced to the audience, engaging viewers through participation.
  • Here’s a wonderful case study on crowdsourcing for urban planning. Some Virginia Tech graduate students
    partnered with local planners. The result, an interactive Google map studying residents transit habits.
    Locals can go on and draw out their frequent bike or walk paths. The information will be used when
    distributing funds for bike/walk path development.
    So how can user input make your business, product or message better? And what’s the best way to invite it?
  • My crowdsourcing of respondents to today’s workshop, determined how I could best gear the presentation
    and following discussion. The results show many of you are participating in social media and even a few of
    you really understand the value of the channels as two way conversation mediums.
    Social sharing, I’m sure most of you here are guilty of in some degree as individuals. But why and how
    do businesses start using it?
    VDOT’s use of youtube and more recently, flickr, came out of a need for data storage and a lack of
    funding. Now they send press directly to the channels download photos, and use YouTube for video
    press releases.
    It sounds like most of you get this opportunity for free data hosting or using the channel to post or
    broadcast your message.
    Then others see the value of conversing with consumers over your brand or product. Let’s discuss
    why and how that works. The next focus of our discussion will center on that very topic. Engaging
    through new and social media.
  • Transparency is the underrated, highly beneficial result of a two-way conversation with your customers via
    Social Media channels. Broadcasting your message is fine, and a well-equipped, efficient use of the free
    mediums, but the real value comes from listening and quickly being able to address issues as they arise. This
    is often what has agency heads and CEOs nervous, believing their audience could turn on the brand and they
    may lose control.
    The important thing to remember is this: in this day of rapid social sharing between consumers, the conversation
    will take place, but you can only help shape it if you’re participating to begin with. There are hundreds of case
    studies where letting issues stir and brew ends often ends up much worse than facing it head on. Think of Social
    Media as an avenue to listen and attack the issues faster.
    What are some examples? In the Digital World or the Real world? Tylenol, Ford/Firestone, Toyota
  • Who hasn’t heard of YouTube? One of the biggest reasons it became so popular, so fast is because it gave
    users the power to produce their own content. Another factor is the authenticity of the content. The top ranking
    videos are rarely highly-produced or corporate-sponsored.
    How are some ways you could engage your audience or encourage User Generated Content? Think about
    creating competitions or at the end of your own shared video, adding a blip at the end challenging viewers to
    make their own response videos.
  • UGC doesn’t always have to be digital. Here’s a great example of inviting users (or commissioning artists)
    to build something interesting around your brand -- in this case Chalk Art. These 3D drawings only appear
    3D from one angle, so their made for users sharing it via camera phones, etc.
    Think about other ways you can engage your audience and incite UGC… e.g., Twt/Fb/YT Competitions
  • Geo-Social or Location-Based Networks have the potential to connect with users on the move, and on the
    ground, in real-time.
  • SCVNGR, on the far left, engages users through a myriad of challenges to complete at any single
    location/checkin. An evident trend on the rise and not going away any time soon, Facebook jumped
    onboard recently, integrating “Places” (seen in the middle) into their mobile app. But the big boys on
    the block are no doubt, Foursquare and Gowalla.
  • In short, the goal is 1) to increase traffic; and 2) broaden awareness, much further than your own social reach.
    Sometimes our social audience isn’t spreading the message fast enough. To expand your reach beyond,
    look to social and search advertising. At cost-per-click, it’s extremely cost effective because it may be shown
    along a search sidebar a hundred times but you only pay when someone actually clicks it.
  • The RTD does a great job getting the news out of local events or their Public Square forums through their
    Facebook and Twitter audience. But if you’re not a fan or a follower, the message is lost.
    Using Facebook advertising or Promoted Tweets, they could exponentially increase the reach to drum up
    more attendees.
  • Starting from the lower-left corner, moving clockwise, you can see an example of a Facebook Ad, then the recently
    started Promoted Tweets, and finally some Google AdWords ads.
    Facebook advertising offers unprecedented Return on Investment, mainly because of its user profiling-ability.
    Google AdWords recently started offering Click-to-Call and Click-to-Map links when searching on a mobile
    phone. All options make great, cost-efficient tools for competition promotion, giveaways, event support,
    while increasing traffic and broadening reach.
  • Mini Cooper made a great call-to-action when creating a specific landing page to promote an event. Clicking on the
    link from the Facebook Ad redirected you to a particular tab of their Facebook Page.
    Custom tabs or landing pages within your Facebook Page only take simple html.
  • Before we address some of the opportunities of Mobile, we should understand how the shift is taking place
    and why you should take notice.
  • http://www.usatoday.com/tech/wireless/2010-03-01-news-cellphone_N.htm
    http://www.nytimes.com/2010/05/14/technology/personaltech/14talk.html
    These stats show a trend of dramatic increase of use shifting toward our mobile phones. (Ironic to call them
    that anymore, because many of us use the device for so many reasons beyond simply talking.)
  • http://www.slideshare.net/CMSummit/ms-internet-trends060710final
    Here’s proof of the rapid use of mobile web. When thinking back, it often seems AOL really took off in a
    matter of a few years. But in comparison to how fast Mobile Web has taken off since the inception of iPhone
    and iPod Touch (through wifi), it’s growing roughly 4 times faster.
  • http://bits.blogs.nytimes.com/2010/07/07/increased-mobile-web-use-and-the-digital-divide/?emc=eta1
    The Mobile Web is being endorsed in the greatest droves, by household incomes under $30k/annually, as
    the primary internet connection. There are parts of Africa (where mobile internet is much more reliable and
    accessible) that are having addiction problems to mobile devices. They use mobile devices for connection,
    shopping, gaming, etc.
  • http://www.slideshare.net/CMSummit/ms-internet-trends060710final
    Back in the US, smartphones have seen a dramatic rise to power. Next year will see the devices outsell
    traditional “feature” phones and 2012 will find them outselling computers, both desktops and laptops
    combined.
    So how do we use the mobile device within integrated marketing plans?
  • A Text/SMS campaign has broad reach, as even traditional mobile phones have the functionality and many
    are using the feature in increasing numbers. For a few hundred dollars a month you can secure a 5-digit
    shortcode and service that collects numbers and schedules out-bound messages.
  • It’s hard to forget the powerful text-to-donate campaign, the Red Cross put together for the Haiti relief efforts.
    And on the right, see the text component to HCA hospitals ER wait-time campaign.
    I also subscribe to Tarrant’s (Café/Restaurant on the corner of Jefferson & Broad) SMS. Once every couple
    of weeks, they send me info on their Happy Hour specials, lunch specials, even discounts.
  • Look directly in the middle along the right-hand side. Someone read it for me.
    Another cost effective way to promote your message is encouraging the SMS subscription to your tweets…
  • or subscription to Facebook Page updates. LOOK at the lower left-hand corner. What do you see?
  • Smarthphones enable a wide range of engagement tools.
    Think about how you can integrate GPS, or a compass application, a phone’s camera, emailing or text capabilities,
    even barcode reading, to make a campaign or just one execution, that much more engaging.
  • http://www.mobilemarketer.com/cms/news/associations/3665.html
    Dockers used the accelerometer in the iPhone to create one of the first interactive ads. Every shake of the phone,
    would have the subject do a little breakdancing. The engagement of the ad increased the response of the ad
    exponentially.
    Additionally, ads can now load videos, even link to online content without leaving the phone application.
  • A smartphone’s camera is more and more commonly finding use as a tool. Newer Android phones are delivered with
    the software built in, other smartphones only require an application download. The phone’s camera now acts as a
    shortcut to bypass keying in a url (on the tiny keyboard using your thumbs) and get you straight to the content.
    A shortcut to coupons, a shortcut to video, a shortcut to product ratings, a shortcut to real-time bus/rail tracking, etc.
  • For example, downloading the app and snapping this tag links to my personal vCard (virtual business card).
  • The era of WOM is over. It’s these tactics and strategies that can help you adjust for the rapid-fire, social sharing
    World of Mouth of today.
  • Like we said, know your competition. And Ford is certainly it. The strongest of the 3 Domestics after rejecting the bailout, Ford has also proven their risks aren’t so risky.
    To launch the Ford Fiesta they planned on snagging from their European market, Ford decided against traditional advertising (and all good sense) and gave 100 cars away to 100 socially-savvy, but otherwise typical, consumers for six months with the requirement of several missions. These missions, after completion, had to be submitted through social channels such as Twitter, YouTube, Facebook, and Flickr.
  • Their social channels are now overflowing with authentic content, highlighting the car in everyday settings. And has been shared, viewed and reshared, some hundreds of times over.
  • Adapting to the appeal, Ford cleverly incorporates it into their homepage for the Fiesta, literally allowing you to “experience” the Fiesta on your own or through other’s documented experiences.
  • Post the 6 month social awareness campaign, Ford found 37% pre-launch awareness among Millenials, almost identical to the Ford Focus several years ago with Millions in traditional advertising spend.
    James Farley puts it best, “You can’t just say it. You have to get the people to say it to each other.”
    Resulting from the Fiesta campaign, Ford has now moved 25% of their annual marketing spend to Digital/Social Media. What they’re paying hundreds of thousands to companies to run their social/digital, we can train from within and accomplish similar goals on a smaller scale.
  • http://mashable.com/guidebook/twitter/
    http://oneforty.com/
    http://mashable.com/twitterlists/
    http://www.zdnet.com/blog/weblife/how-mass-transit-integrates-with-foursquare/1642
    http://www.bart.gov/news/articles/2010/news20100505.aspx
    http://www.adweek.com/aw/content_display/creative/new-campaigns/e3i962c9998ff4ef12fcaf6d1f0f54f2e83
    http://cotweet.com/
    http://hootsuite.com/
    http://ping.fm/
    http://www.youtube.com/user/Socialnomics09
    http://socialnomics.net/2010/05/05/social-media-revolution-2-refresh/
    http://www.slideshare.net/mzkagan/what-the-fk-social-media
    http://www.slideshare.net/CMSummit/ms-internet-trends060710final
    http://mashable.com/2009/10/02/fiesta-movement-numbers/
  • The Secret Sauce of Social Marketing
    http://experiencematters.criticalmass.com/2010/05/19/the-secret-sauce-of-social-media-marketing-3-common-client-questions-answered/?utm_source=feedburner&utm_medium=twitter&utm_campaign=Feed%3A+experiencematters+%28Experience+Matters%29
    5 Tips to Convince the Boss http://www.newageofmarketingandpr.com/2010/03/5-tips-to-convince-your-boss-to-engage.html
    Adding Blogger Outreach to Your PR Plan http://mashable.com/2010/04/23/blogger-outreach-pr/
    10 Ways to Initiate Social Conversation http://expeditusmedia.com/10-ways-to-initiate-a-conversation-on-the-social-web
    Social ROI http://www.bitrebels.com/social/measure-social-media-roi/
    Facebook Stats http://www.facebook.com/press/info.php?statistics
    Social Media Business Tools http://mashable.com/2009/10/26/socia-media-entrepreneurs/
  • Keep in mind these rules of engagement, when attracting new customers via social media or mobile.
    *USP: Unique Selling Point
  • I challenge you…
  • Quantitative Services
    Telephone interviewing
    On-site interviewing
    Web-based interviewing
    Mail surveys
    Programming
    Data entry
    Qualitative Services
    Focus group facility
    Screener development
    Local and National focus group recruitment services
    In-depth interviewing
    Product testing
    Qualitative Research Consultants / Moderation services
    Full Services
    Questionnaire development
    Statistical analysis
    Data coding & tabulation
    Detailed, written reports
    Oral presentations
    Project management services
  • Online bulletin boards
    Considered qualitative in nature
    Asynchronous web-based discussion
    Groups of 10-30 Participants recruited for each board
    Typically 3-5 days of discussion (but can vary greatly)
    Primarily text-based responses
    Can also include closed-ended survey and polling questions
    Participants typically log in 2-3 times per day
    Moderator logs in and probes/responds/adapts
    Clients can observe in real time
  • Webcam Focus Groups
    Real-time, web based, qualitative tool
    Moderator/Clients/Participants can be at their home or office, using a computer anywhere in the world
    Everyone is interacting in real-time with the video feeds and content
    1-8 participants
    60-90 minutes or more
    Cover about the same amount of content as a traditional focus group
    Interactive platforms allow moderator and participants to upload photos and videos, and use tools to mark up collateral
  • Text message research
    Participants receive questions and assignments from their Moderator via text message
    They respond back just by sending a reply message
    Questions can be assignment-based, open-ended, or survey
    Questions are programmed ahead of time
    Participants typically answer within 15 minutes of receipt
  • Non-traditional Media to Spark Customer Engagement, Market Research Methods: Oldies and New Goodies

    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 | PulsarDigital + Emerging Media | Pulsar 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 s • 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

    ×