Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement

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In this Webinar, we will help you understand how social media can be a promising new option for market researchers and show you some of the tools now available to address common research needs like ideation and innovation, communications optimization, product testing, and consumer understanding. We’ll explore the value of social media for gathering insight; what types of research are well-suited to social media and how to get started!

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  • In August 2009, 17 percent of all time spent on the Internet was at social networking sites, almost triple what it was in August 2008 (or 6%)five and half hours on social networking sites in December 2009, an 82% increase from the same time last year when users were spending just over three hours on social networking sites
  • If you want to learn about your brand and not just the category, you have to find a way to engage – you can’t simply listen in.Furthermore, only about 1/5 of companies at most have opened up their innovation practices – so the opportunity to seize a competitive advantage is now.
  • Discussion — Create posts and conversations to communicate with members, or allow members to create their own conversations.Media — Use photos and video to engage members, gauge response to stimuli, or provide direction. Use photos to expose and test packaging, messages, storyboards or more.Calendar — Plan ongoing activities with the group or synch with their personal calendars.Private Messaging — Quickly and easily engage members in deeper probes on a one-to-one basis.The “Observation Room” — A separate, private group for the research team to share their opinions and insights, suggest probes for the researcher, and further enhance the team’s learning.
  • Active Learning Through Social Media: How to Leverage Consumer Conversations and Engagement

    1. 1. Active Learning through Social Media: How to Leverage Consumer Conversations and Engagement to Answer Traditional Market Research Questions <br />Christopher Wilkes<br />April 27, 2010<br />chrisw@ripple6.com<br />
    2. 2. Agenda<br />Introduction<br />Why Social Media Research?<br />How Do You Use It?<br />Case Studies<br />What’s Next?<br />Q&A<br />
    3. 3. Ripple6 Social Insights™<br />A service to conduct qualitative and targeted quantitative research in online communities, where marketers can quickly gain valuable insights<br />Highly Engaging – Natural, Organic and Guided Conversations <br />Enabled by Technology Features<br />Fast, Cost Effective<br />Enables brands to gain feedback from having conversations directly with their consumers, leading to lasting relationships<br />Consumers love it!<br />Studies oversubscribed, feels like a conversation, not research<br />
    4. 4. Agenda<br />Introduction<br />Why Social Media Research?<br />How Do You Use It?<br />Case Studies<br />What’s Next?<br />Q&A<br />
    5. 5. The Tide is Moving Quickly<br />1 out of 6 (17%)<br />Up 82% in 2009<br />Source: Nielsen Online; IDC.<br />
    6. 6. Consumers want companies to interact<br />72% feel a stronger connection with companies whom they interact with in social media.<br />49% feel companies should use social media to solicit feedback on products and services<br />68%feel better served by a company when they can have a conversation with them in social media<br />Source: 2009 Cone Consumer New Media Study, conducted September 2009 by Opinion Research Corporation <br />
    7. 7. Debra Aho Williamson , February 10, 2010<br />“The voice of the consumer is only going to get louder and stronger. It will shape what social media is and what it will become. Not too long ago, a company might have made major changes to its products or services based on a few focus groups, some financial planning and a degree of gut instinct. Social media has already changed all that. And more changes will come.” <br />
    8. 8. Qualitative Insight the Traditional Way<br />Um… Brand Y?<br />Brand Y<br />Brand X<br />Weeks/Months later<br />Brand Z<br />Yeah! I think….<br />
    9. 9. Social Media: More Experiential & Less Constrained<br />Converse<br />Brand Y<br />Brand X<br />Yeah!<br />Brand X is…<br />Listen<br />Better!<br />Brand Z<br />Right?!<br />Engage<br />
    10. 10. What is the value of social media research?<br />Direct Pipeline to Consumers <br />with less regard for issues like incidence.<br />Large Scale Ethnography<br />understand day to day interactions of consumers on a grand scale<br />Longitudinal Potential<br />observe and probe over days, week, months<br />Complement Traditional MR<br />Help determine what questions to ask<br />
    11. 11. What types of social research are out there?<br />Two different flavors - “listening” and “engaging”<br />Analyst-assisted advanced reporting<br /><ul><li> Collective Intellect
    12. 12. Converseon
    13. 13. MotiveQuest</li></ul>Communities<br /><ul><li>Communispace
    14. 14. Passenger
    15. 15. Facebook fan pages
    16. 16. Ripple6</li></ul>Dashboard/ Other Monitoring<br /><ul><li> Free or paid. Can be 24x7 real-time or batch
    17. 17. Google Search
    18. 18. Tweetdeck
    19. 19. Blog Rolls
    20. 20. Radian6
    21. 21. Cymfony</li></ul>Listen<br />Engage<br />
    22. 22. Listening is great, but….<br />10,000 miles wide<br />But an inch deep<br />Great for hypothesis building<br />But no avenue to confirm<br />Only one side of the coin<br />You can always “listen” within a community, but you can’t engage and conversethrough a listening-only approach<br />
    23. 23. So, why engage?<br />5% of conversations are branded**<br />Might approach 25-30% in higher involvement categories (autos, cellphones, etc.)<br />2009 McKinsey study: 20% of companies open innovation to employees and customers<br />20% rise in number of innovations<br />What are the other 80% doing???<br />** Tom O’Brien; April 3, 2009, “Communities Don’t Care About Brands”, http://humanvoice.wordpress.com<br />
    24. 24. Social Networks and Community are Key<br />More time being spent on social networks<br />Could surpass traditional email in next few years<br />Respondent cooperation for traditional surveys (phone and internet) is already an issue<br />Could evolve into an even bigger one as social networks become a preferred interaction method<br />
    25. 25. Go to their Backyard; Don’t bring them to yours<br />Their Backyard<br />Where They: <br /><ul><li>Go regularly
    26. 26. Have rich profiles
    27. 27. Have trusted networks
    28. 28. Share information thru networks.</li></ul>Affinity Networks Work Best:<br /><ul><li>Right context for Brands</li></li></ul><li>Advantages of affinity-based community research over custom panel<br />
    29. 29. Agenda<br />Introduction<br />Why Social Media Research?<br />How Do You Use It?<br />Case Studies<br />What’s Next?<br />Q&A<br />
    30. 30. Social Research Solves Traditional MR Questions<br />Understand brand’s:<br /><ul><li> Unprompted brand associations
    31. 31. Issue tracking and early warning</li></ul>Category level Awareness & Usage:<br /><ul><li> Drivers of choice in a category
    32. 32. Category leaders</li></ul>Pre- and Post- Campaign research:<br /><ul><li> Effectiveness & relevance
    33. 33. Awareness in digital space
    34. 34. Themes/attributes
    35. 35. Intent/Persuasion</li></ul>Idea Generation & Concept Development<br />Brand Perception and Health<br />Consumer Understanding<br />Customer Experience<br />Positioning & Communications<br /> New product launch:<br /><ul><li> Associations, drivers, & limiters
    36. 36. Awareness vs. competitive products</li></ul>Inform ideation and NPD :<br /><ul><li> Insight into unmet needs
    37. 37. “Next big thing”
    38. 38. In home use tests on larger scale</li></li></ul><li>Multiple Types of Interactions<br />
    39. 39. Deep, Qualitative Innovation<br />Understand unmet needs and desired benefits in a category and testing new products<br />Usage and Awareness, Needs gap analysis<br />Early stage concept development<br />Pre-volumetric concept evaluations to understand key drivers and limiters of appeal<br />
    40. 40. A Shout Out to Vitaminwater<br />
    41. 41. Make the community a sounding board for messaging<br />Collaboratively develop your positioning and advertising with consumers who can tell you how they want to be communicated with<br />Early stage ad concept evaluation<br />Creative optimization through stimuli exposure<br />Iterative laboratory to optimize your messaging over a period of days or weeks!<br />
    42. 42. Take the IHUT to the masses!<br />Use the world’s largest ethnographic pool -- understand how consumers are interacting with your products on a grand scale <br />In-home use tests can be easily scaled to provide a wealth of data<br />Community technology enables interactive diaries and journals<br />Recruit current users of products already in market to understand satisfaction and perceived benefits<br />
    43. 43. Deeper understanding of the consumer POV of your brand<br />The deepest understanding of the functional and emotional dimensions of a brand are best realized through conversation. <br />Not limited to a battery of attributes or a couple of hours of discussion<br />Create ongoing conversations to ladder up over time to the core benefits of your brand.<br />Projectives and activities allow fun community interactions that break down barriers and inhibitions<br />
    44. 44. Quick, flexible, immediate insight<br />You have a burning question and need insight now, but can’t justify a full research study and don’t want to settle for simple numbers. <br />Get qualitative and, if needed, quantitative responses quickly and easily<br />Whether a simple survey question or the motivations behind the answers, you have the flexibility to get at both “what” and “why” <br />
    45. 45. Building a community based on the community’s needs<br />The “Field of Dreams” approach to community often fails. <br />Collaborate on the design of your community with its first members to build advocacy from Day One.<br />Get member insight into desired content, features, benefits from within an actual community – so you know what will make them come back and evangelize your message.<br />Low risk, cost effective way to start building a community today.<br />
    46. 46. Social Insights™ Applications<br />Social Brainstorm<br />CopyCreator<br />HomeLab<br />BrandTank<br />MOMnibus<br />SmartStart<br />
    47. 47. Ripple6 Social Insights™ : Options<br />Operate research projects within an existing social network<br />Build a stand-alone research community<br />Create a stand-alone research community and leverage existing social networks to complement panel<br />
    48. 48. Agenda<br />Introduction<br />Why Social Media Research?<br />How Do You Use It?<br />Case Studies<br />What’s Next?<br />Q&A<br />
    49. 49. Case Study:Engage with an Emotional Audience<br />Objective<br /><ul><li>Client wanted to understand the emotional territory and mindset of those who are trying to conceive (TTC) while also gaining insight into:
    50. 50. Their online behavior during their journey towards getting pregnant: from deciding to get pregnant all the way to conception.
    51. 51. Best ways to leverage online media (advertising, blogs, sponsorships, etc) to drive ovulation test sales. </li></ul>Approach<br /><ul><li>Embedded private Social Insights communities within Momslikeme.com (U.S.) and MomJunction.com (UK)
    52. 52. Recruited mix of 50 women per country, ages 20-40, TTC first child and those with children
    53. 53. Respondents were asked to participate in regular online discussion group by responding to topic discussions, as well as maintain an online diary (posting at least 3 times a week)</li></li></ul><li>Engage with an Emotional Audience (cont’d)<br />Results<br /><ul><li>Client uncovered that segments exist among these women based on past experiences, perspectives, and factors such as how long they have been trying, previous pregnancies, miscarriages, diagnosed fertility issues, and other health problems
    54. 54. Confirmed a “one size fits all” communication strategy fails to address needs states and sensitivities of different groups.
    55. 55. Strong need for a place where they can share and discuss without being judged and feel safe talking about their experience and emotional state
    56. 56. Opportunity revealed to facilitate that community to:
    57. 57. Provide a forum for women to share. Brands or properties which can provide a place for these women to share are trusted (Babycenter.com, for example).
    58. 58. Build brand equity through supporting women with new information, resources and tools to empower them</li></li></ul><li>Case Study: Agency New Business Pitch <br />Objective<br /><ul><li>Proof of concept on product for new business pitch</li></ul>Execution<br /><ul><li>Embedded Social Insights Study within Momslikeme.com
    59. 59. Recruitment of desired target demographic within 48 hours
    60. 60. Delivered actionable insights on 15 questions
    61. 61. Project completed in 1 week</li></li></ul><li>Agenda<br />Introduction<br />Why Social Media Research?<br />How Do You Use It?<br />Case Studies<br />What’s Next?<br />Q&A<br />
    62. 62. The Future?<br />Brand and research communities in synergy<br />Always on<br />Enabling outreach and building advocacy<br />Affinity-based research communities<br />Become the “Backyard”<br />Shift from project focus to continuous engagement<br />Smaller, ad hoc, fluid<br />Conversational<br />
    63. 63. Research community in synergy with brand<br />Fans/Followers<br />Public: 50K – 1 million+ consumers<br />Fans/Followers<br />Public: 50K – 1 million+ consumers<br />Word of Mouth Campaigns<br />Public: 5K – 50K consumers<br />Word of Mouth Campaigns<br />Public: 5K – 50K consumers<br />Advocate/Innovation<br />Private: 2K – 3K consumers<br />Advocate/Innovation<br />Private: 2K – 3K consumers<br />Insights<br />Private: 200-300 consumers<br />Insights<br />Private: 50-300 consumers at a time from larger pool<br />
    64. 64. Where do you start?<br />Start small<br />Start specific<br />Start selling it<br />Just start!<br />
    65. 65. Want to join the discussion?<br />Check out:<br />community.ripple6.com<br />Click on “Social Market Research” and the link on the avatar<br />Join the “Active Learning” group and get in on the conversation!<br />
    66. 66. Question & Answer<br />
    67. 67. Active Learning through Social Media: How to Leverage Consumer Conversations and Engagement to Answer Traditional Market Research Questions <br />Christopher Wilkes<br />April 27, 2010<br />chrisw@ripple6.com<br />

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