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Alexander Linder, Swarovski, Switzerland
 

Alexander Linder, Swarovski, Switzerland

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The slides from the presentation of Alexander Linder for the privacy in SMR session at ESOMAR Insights 2011.

The slides from the presentation of Alexander Linder for the privacy in SMR session at ESOMAR Insights 2011.

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    Alexander Linder, Swarovski, Switzerland Alexander Linder, Swarovski, Switzerland Presentation Transcript

    •  
    • Swarovski Product Portfolio
    • Expectations from a client-side – Preamble
      • Social media research to be happen within the legal and ethical guidelines
    • Expectations from a client-side – User
      • Gain more transparency what role social media plays in the purchase decision process of your consumers splitted into the different phases
      • Gain more transparency about the social media mix your consumers are using (LinkedIn, Twitter, Flickr, Youtube, Facebook, StumbleUpon, MySpace)
      • Identification of the differences / similarities of social media consumers and non-social media consumers
      • What type of consumers do have the highest affinity towards social media?
      Emergence of a need Problem recognition Information seeking Evaluation of alternatives Purchase decision Repurchase
    • Expectations from a client-side – Tools / Marketing
      • Tools
      • Tools that perform in semiotic mining
      • Tools that serve as a early warning system regarding brand reputation (awareness, image, positioning etc.)
      • Marketing
      • Still a matter of multichannel-marketing: what role plays social-media and how can it be embedded/integrated in the broader context?
      • Identify and attract new consumers but also build-up and retain relationships with the existing ones
      • Powerful tool to show your real consumers
    • Consumers how marketing sees them…
    • Conclusions
      • Social media research is and will be definitely a part of market research but…
      • clients need the right tools that go beyond simple text mining
      • it has to be logically integrated into the online and offline methodology research-mix as one method
      • management of expectations is key (in-scope, out-of-scope, what’s in for us, where does it help us, etc…)