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Qrca 2009 - New Market Research

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Presentation for the 2009 Annual QRCA Conference

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Qrca 2009 - New Market Research

  1. 1. New Market Research
  2. 2. Ben Smithee 2009
  3. 3. ?’s encouraged @SpychResearch #QRCA09
  4. 4. The result of true engagement ask questions share thoughts personalize examples photo credit: flickr - theparadigmshifter
  5. 5. topics what is it? how is it changing research? what’s its value to us? where do we start? where is it going?
  6. 6. evolution of marketing and brand communication strategies the modern business is constantly innovating, not to “win”, but to survive
  7. 7. synergistic channel research, design, marketing, communication, feedback
  8. 8. multi-input/output
  9. 9. it’s no longer about shouting 1,000 100 10
  10. 10. it’s about building and maintaining relationships 10 100 1,000
  11. 11. amazingly intimate Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
  12. 12. where does social media fit in MR?
  13. 13. names you are tired of hearing
  14. 14. names you are tired of hearing by understanding these
  15. 15. you can better understand these
  16. 16. SM helps to flip the funnel insights advertising Research marketing PR insights advertising Research customer marketing PR
  17. 17. companies are constantly implementing new SM strategies. how can we develop research that increases success, lowers risk and raises profitability?
  18. 18. companies are constantly implementing new SM strategies. how can we develop research that increases success, lowers risk and raises profitability?
  19. 19. experience today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
  20. 20. results now!
  21. 21. benefits to understanding SM and its value to MR
  22. 22. the value potential value of SM
  23. 23. fastest growing community site -1,382% increase in visits 475,000 unique in Feb 08 - 7 million Feb 09 131% increase in March up to 9.3 Million largest age group adults 35 - 49
  24. 24. realize the massive potential... but don’t under-estimate the power of one!
  25. 25. US Airways flight – Janis Krum, ferry passenger, first to tweet before any traditional media
  26. 26. how can I successfully apply this?
  27. 27. seek first to understand
  28. 28. real-ti line? me up te on dates unica omm unbiased buzz er sc c tom us col Y my lege en do G how does utilizing SM make sense for your project? non-i ntrus ive m B2 onito techn B ring olog y o they a te hat to ols d tim tion in va w use? bs er o
  29. 29. social media monitoring
  30. 30. Monitor and Engage
  31. 31. twitterel
  32. 32. bloggers have a voice
  33. 33. monitor traffic
  34. 34. video is crucial
  35. 35. video chat/journaling
  36. 36. vimeo and viddler
  37. 37. tubemogul
  38. 38. syndicate
  39. 39. i’m finally on facebook... now what?
  40. 40. harness its power effectively
  41. 41. but my clients are interested in their company
  42. 42. so are all of these people
  43. 43. if you haven’t figured it out, it’s not about your network...it’s about theirs!
  44. 44. the power is in groups
  45. 45. isn’t YouTube just for ridiculous home videos?
  46. 46. not anymore Youtube - search - Sprint “now”
  47. 47. instant feedback and reviews
  48. 48. Merging Traditional and New Media video credit: Youtube.com - “Coleman Campsite”
  49. 49. customized for your needs
  50. 50. user and crowd-sourced customization
  51. 51. firewalled micro-blogging
  52. 52. Analytics, Internal Utilization
  53. 53. an example from experience?
  54. 54. thatsnotcool.com ✦guest videos ✦youtube ✦facebook ✦myspace
  55. 55. a socially interactive approach at SXSW 2009
  56. 56. SM in recruiting, interviewing, follow-up, logistics, deliverables
  57. 57. www.youtube.com/spychresearch videography and production by @JohnFilm
  58. 58. looking forward
  59. 59. enhanced corporate acceptance
  60. 60. further movement toward interactive communication
  61. 61. what is the bottom line?
  62. 62. SM is not for everyone and everything
  63. 63. we are past “twitter is cool” and “get a facebook page”
  64. 64. targeted messages are becoming less “targeted” as communication becomes more transparent
  65. 65. SM gives us another valuable tool to obtain consumer insights
  66. 66. as our clients begin to understand this evolution, they will expect us to as well.
  67. 67. please keep in touch!
  68. 68. Ben@SpychResearch.com 215.501.2341 SpychResearch.com @SpychResearch .com/in/Benjamin Smithee /ben.smithee
  69. 69. Sources Advertising Age blogpulse emarketer Facebook Google Linkedin Nielsen twitter youtube

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