Why Listen P Harris Esomar 100310

What’s all the buzz about listening + is this a place for research? Presented by Peter Harris peter.harris@visioncritical.com peteraharris@wordpress.com

Peter Harris AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC

“Stop, Collaborate and Listen” – Vanilla Ice

Why we Listen

“It’s not what you say about you, it’s what they say about you.” - SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL

What’s the Impact for research?

RELATIONSHIPS THAT YIELD START WITH LISTENING Concept by Mark Pollard IMAGE BY PDavidee FLICKR

CONVERASTIONAL MARKETPLACE EXPLOSION IMPLICATION: Listen to and analyse conversations in social media

EMPOWERED CONSUMERS are motivated and capable to innovate IMPLICATION: Co-create not just test with empowered consumers

Yesterday Today listening tools Passive consumers Active consumers Testing tools Co-creation tools Closed innovation Open innovation

CHANGING ROLE OF RESEARCH Yesterday Today Ask & Answer (One Way) Listen and Discuss (Two Way) Behind the mirror Co-creation groups (no mirror) Research as Translator Research as Mediator

“What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research.” Neil Campbell, president, Tropicana, North America to The New York Times upon pulling its revamped packaging in February after consumer complaints. http://www.mediapost.com/publications/?fa=Articles.showArticle&

Listening Tools

TOOLS AND METHODS: SOCIAL MEDIA MONITORING Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights Partners Source: Organic Interactive

117 Social Media Monitoring Tools http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki

TOOLS AND METHODS: SOCIAL MEDIA MONITORING

Embedded Listening opt-in, aggregates statistics, anonymous logs Google streams quant data straight from users

Listening + Participation = Relationships and Loyalty Brian Solis

“ There are no limits. There are plateaus, but you must not stay there, you must go beyond them. A man must constantly exceed his level.” Bruce Lee

Continuous listening

Why Listen P Harris Esomar 100310

by peteraharris on Mar 11, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

3 Embeds 13

Statistics

Why Listen P Harris Esomar 100310 — Presentation Transcript

http://peteraharris.wordpress.com	9
http://www.socialwizz.com	3
http://www.slideshare.net	1