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QRCA St. Louis Chapter Presenatation

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Keynote PDF of presentation given to the QRCA St. Louis chapter on the evolving world of qualitative research and how to integrate social media into the research toolbox.

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QRCA St. Louis Chapter Presenatation

  1. 1. “New” Market Research
  2. 2. Ben Smithee 2009
  3. 3. The result of true engagement ask questions share thoughts personalize examples photo credit: flickr - theparadigmshifter
  4. 4. topics what is it? how is it changing research? what’s its value to us? where do we start? where is it going?
  5. 5. evolution of marketing and brand communication strategies the modern business is constantly innovating, not to “win”, but to survive
  6. 6. synergistic channel research, design, marketing, communication, feedback
  7. 7. multi-input/output
  8. 8. ra nd ing ersonal B P
  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. SM helps to flip the funnel insights advertising Research marketing PR insights advertising Research customer marketing PR
  12. 12. amazingly intimate Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
  13. 13. if you haven’t figured it out, it’s not about your network...it’s about theirs!
  14. 14. the power is in groups
  15. 15. where does social media fit in MR?
  16. 16. names you are tired of hearing
  17. 17. names you are tired of hearing by understanding these
  18. 18. you can better understand these
  19. 19. experience today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
  20. 20. benefits to understanding SM and its value to MR
  21. 21. the value potential value of SM
  22. 22. 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
  23. 23. realize the massive potential... but don’t under-estimate the power of one!
  24. 24. US Airways flight – Janis Krum, ferry passenger, first to tweet before any traditional media
  25. 25. how can I successfully apply this?
  26. 26. seek first to understand
  27. 27. 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
  28. 28. social media monitoring
  29. 29. monitor and engage
  30. 30. my daily newspaper
  31. 31. bloggers have a voice
  32. 32. monitor traffic
  33. 33. video is migrating
  34. 34. video chat/journaling
  35. 35. tubemogul
  36. 36. respondent communities
  37. 37. i’m finally on facebook... now what?
  38. 38. harness its power effectively
  39. 39. but my clients are interested in their company
  40. 40. so are all of these people
  41. 41. isn’t YouTube just for ridiculous home videos?
  42. 42. not anymore Youtube - search - Sprint “now”
  43. 43. instant feedback and reviews
  44. 44. Merging Traditional and New Media video credit: Youtube.com - “Coleman Campsite”
  45. 45. customized for your needs
  46. 46. user and crowd-sourced customization
  47. 47. firewalled micro-blogging
  48. 48. syndicate
  49. 49. Analytics, Internal Utilization
  50. 50. an example from experience?
  51. 51. thatsnotcool.com ✦guest videos ✦youtube ✦facebook ✦myspace
  52. 52. a socially interactive approach at SXSW 2009
  53. 53. SM in recruiting, interviewing, follow-up, logistics, deliverables
  54. 54. www.youtube.com/spychresearch videography and production by @JohnFilm
  55. 55. looking forward
  56. 56. enhanced corporate acceptance
  57. 57. further movement toward interactive communication and online communities
  58. 58. augmented reality/ location-based applications and advertising
  59. 59. what is the bottom line?
  60. 60. SM is not for everyone and everything
  61. 61. we are past “twitter is cool” and “get a facebook page”
  62. 62. targeted messages are becoming less “targeted” as communication becomes more engaging
  63. 63. SM gives us another valuable tool to obtain consumer insights
  64. 64. as our clients begin to understand this evolution, they will expect us to as well.
  65. 65. please keep in touch!
  66. 66. Ben@SpychResearch.com 215.501.2341 SpychResearch.com @SpychResearch .com/in/Benjamin Smithee /ben.smithee

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