Exploring the Social Web as a Research Tool

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Slides from our presentation to the Mid-Atlantic Chapter of the Marketing Research Association on October 28, 2009.

Slides from our presentation to the Mid-Atlantic Chapter of the Marketing Research Association on October 28, 2009.

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Transcript

  • 1. Exploring the Social Web as a Research Tool www.SOCIAL FISH .org
  • 2. 1) Practical examples 2) Making it work better
  • 3. Examples Passive Monitoring Sentiment Analysis Web Analytics
  • 4. Examples Active Friending Collecting Testing
  • 5. Tools Making Sense of the Social Web Monitoring Sentiment Analysis Web Analytics search
  • 6. Examples Customers and Zappos
  • 7. Customers and Starbucks
  • 8. User profiles on a private community site
  • 9. Your Examples Active Passive Monitoring Sentiment Analysis Web Analytics Friending Collecting Testing
  • 10. The questions that drive us.
  • 11.
    • Brainstorm an Idea
    • Start with a question
    • Active/passive
    • Quantitative/qualitative
    What are the possibilities?
    • What are our members/ customers already doing online?
    • Do our products/ programs match what people are coming to our website to find?
    • How do we measure buzz around our brand, including sentiment of the buzz?
    • What programs/products should we be developing, based on buzz in the marketplace?
    • Can we identify influencers who are affecting our business?
    • How do you triage trust?
  • 12. Questions Maddie Grant, CAE Chief Social Media Strategist [email_address] Skype/Twitter: maddiegrant Lindy Dreyer Chief Social Media Marketer [email_address] Skype/Twitter: lindydreyer www.SOCIAL FISH .org