How market research can get the most out of social media: Listening to and engaging with consumers (by Niels Schillewaert). Presented at the Social Media Biz Summit in NY in May 2013.

1. How Market Research Can Get The Most Out Of
Social Media
Listening to and Engaging with Consumers
Dr. Niels Schillewaert Social Media Biz Summit
@niels_insites May 2013, Buffalo, NY.

2. SOCIAL EVERYTHING
FLAWSOME
SCREENCULTURE
INFORMATIONCONSUMER
PROFESSIONAL AMATEURS
DEALERCHIC
@niels_insites

3. 8/10
WANTS TO BE IN
THE BOARDROOM

4. Reality
= TECHNOLOGY OVER
WHAT SOCIAL IS
ALL ABOUT
OFFLINE
EXPERIENCES DRIVE
ONLINE
REACH & CLICKS
NOT RIGHT METRICS

5. Research has changed
from asking questions to having a conversation
Engagement
Research Communities
Multi-media Consumer-led Ethnography
Nethnography
Social media dashboard – monitoring
Social media audit
Social Media Listening
@niels_insites

6. Social media nethnography
@niels_insites
≠
SOCIAL CRM

7. limitations of interview based techniques
@niels_insites

8. short
tail
long
tail
white noise
@niels_insites

9. 39.812
@niels_insites

10. Natural explanations seizure types
PETIT MAL
Also called ‘absence’
People just stand and stare vacantly
My mind was wandering, blank, in a daze
When asked to speak, would talk then just go
blank and lose my entire train of thought and
having no idea what I had implied
My eyes would blink rapidly and then I would
go blank as if I were daydreaming and my
mind would be shot
@niels_insites

11. Natural & medical language
about seizures
25%
Learn what consumers
tell each other
Optimize online
marketing strategy
Find hidden patterns –
blind spots
@niels_insites

12. @niels_insites

13. NEGATIVE CONTROVERSY
POSITIVENEUTRAL
Luigiano
Lisa
Roan
Hester
Rachel
Whatever
Rev'N Ros
20%
25%
30%
35%
40%
50% 52% 54% 56% 58% 60%
Jamal
Profiling of Candidates
% POSITIVELY LOADED CONVERSATIONS
%NEGATIVELYLOADEDCONVERSATIONS
@niels_insites

14. Answers to questions you did not ask
Answers without asking questions
@niels_insites

15. Lessons learned & limitations
 Social Media Nethnography is not a short
cut
Analyse and audit, then track
Time investment for client and agency required through iterative process
 It is still not perfect
Sampling
Language & dictionaries
Limited profile information
Upfront feasibility check for critical mass
 We still need to ask questions
Only the question follows the answers – a bit like Jeopardy
Complementary to interview based research
@niels_insites

17. @niels_insites

18. @niels_insites
7x

19. @niels_insites

20. @niels_insites

21. @niels_insites

22. @niels_insites

23. 20% to 40% unique insights from the crowd
CROWD-INTERPRETATION
@niels_insites

24. @niels_insites

32. Consumer
insights inspire
the nightlife
experience of
tomorrow
How to create the club of tomorrow?

33. Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
Crowdsourcing emerging designers
via social media

34. Online Research Community

35. Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
How to create the club of tomorrow?

37. The layout takes a cue from
the nightlife journey of clubbers
The RESULT?

38. It is so frustrating
not to be noticed
by the bartender!
I’m clearly trying to
get his attention,
however others are
being served before
me.

39. The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.

40. Leave your drink on the numbered shelf
and go crazy on the dance floor.

41. RESULTS
Open Design Exploration has become the 4th
Global Activation Platform for Heineken

42. H® BUILDS CREDIBILTY IN DESIGN WORLD
13.000 + V I S I T O R S
3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S
- C O O L H U N T I N G + 250.000 VIEWS
- W A L L P A P E R + 70.000 VIEWS + 600.000 print
533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S
“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair.
Ambitious in scope and extremely well executed,
it really moved the brand forward
and positioned it as a defining force
within the design world.
I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“
Sunday Times: Style

43. SOCIAL EVERYTHING
FLAWSOME
SCREENCULTURE
INFORMATIONCONSUMER
PROFESSIONAL AMATEURS
DEALERCHIC
@niels_insites

44. @niels_insites

45. What you DO to people is
equally important as
what you ASK
@niels_insites

46. It is about HUMANS, not technology or panels
@niels_insites
SOCIAL MEDIA FOR RESEARCH
IS ABOUT …
Knowledge Leverage
Touchpoint Leverage
Internal Leverage
They do not pay attention to BORING things.
We need to ENGAGE, and relate with our audiences
Also CROSS-CULTURALLY
And create IMPACT within

47. www.insites-consulting.com
www.howcoolbrandsstayhot.com
www.theconversationmanager.com
@niels_insites

48. linkedin.com/in/nielsschillewaert
@niels_insites
niels@insites-consulting.com
www.insites-consulting.com
New York I London I Ghent I Rotterdam
Managing Partner