10 Ways Market Researchers can Tap into Social Media Platforms


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Delvinia’s Approach to Market Research
and 10 Ways Market Researchers can Tap into Social Media Platforms

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10 Ways Market Researchers can Tap into Social Media Platforms

  1. 1. Delvinia’s Approach to Market Research and 10 Ways Market Researchers can Tap into Social Media Platforms Sept 16, 2010
  2. 2. Let me first tell you about Delvinia
  3. 3. Online Research Community 160,000+ Canadians 300+ profiling variables Digital Design Data Collection Analytics + Insight
  4. 4. ABOUT DELVINIA Design + Data
  5. 5. <ul><li>The digital aspect of the total customer experience is what we refer to as the Digital Customer Experience (DCE) ™. Delvinia Interactive designs digital customer experiences that are positive, consistent and aligns with your brand. </li></ul><ul><ul><li>Strategy & Consumer Insight </li></ul></ul><ul><ul><li>UX & Interaction Design </li></ul></ul><ul><ul><li>Creative & Content Creation </li></ul></ul><ul><ul><li>Digital & Social Marketing </li></ul></ul><ul><ul><li>Technology & Development </li></ul></ul>Digital Experiences Data Collection <ul><li>Delvinia Data Collection is a full service, online data collection firm enabling researchers to quickly gather and deliver high quality information from Canadian Consumers. </li></ul><ul><ul><li>Qualitative Research (e.g. depth interviews, focus groups, etc…) </li></ul></ul><ul><ul><li>Quantitative Research </li></ul></ul><ul><ul><ul><li>Online Panel Management </li></ul></ul></ul><ul><ul><ul><li>AskingCanadians™ </li></ul></ul></ul><ul><ul><ul><li>AskingMedia™ </li></ul></ul></ul>Analytics & Insight <ul><li>Delvinia Analytics & Insights is a p passionate and experienced team that provides customer insights that drive our digital strategy. </li></ul><ul><ul><li>Delvinia Digital MOSAIC </li></ul></ul><ul><ul><li>SAS Capabilities </li></ul></ul><ul><ul><li>Web Analytics </li></ul></ul><ul><ul><li>Social Media Monitoring </li></ul></ul>ABOUT DELVINIA Our Capabilities
  6. 6. 1998 1999 2002 2001 2000 2005 2004 2003 2006 2007 2008 2009 2010 ABOUT DELVINIA Our Experience Interactive Data Collection
  7. 7. ABOUT DELVINIA Innovation & Thought Leadership White Papers Platform Experimentation Workshops & Presentations Technology Applications Data Products
  8. 8. ABOUT DELVINIA Giving Back FedEx Days Great ideas, delivered overnight Groups of 3 - 4 people Begin Thursday @ 2:00pm To develop anything they want As long as it’s done Friday @ 2:00pm Presentations start @ 3:00. Brainstorm and present ideas to assist The Canadian Testicular Cancer Association (TCTCA) increase awareness of testicular cancer. Are you Man Enough? Vote Vote Vote Share: Take the Oath:: Who do you think is man enough to talk about testicular cancer? CUSTOMER INSIGHT People don’t think it’s something that can be discussed openly…or needs to be discussed at all. Oath to My Nuts
  10. 10. Digital Strategy ABOUT DELVINIA Strategic Approach Digital Tactics Website Mobile App Social Media eCRM Corporate Objectives Corporate Readiness Communication Priorities Digital Behaviour Customer Profiles Goals & Needs
  11. 11. Self Reported Actual Social Monitoring ABOUT DELVINIA Ongoing Monitoring
  12. 12. Our Most Scalable Asset
  13. 13. 130,000 + Canadian members Over 200 variables per member Average survey response rate is over 50% Test creative Determine digital behaviour Technology used & frequency Understand specific wants/needs User experience testing Validate program strategy Target Online activities/Technology users Specialized Industry Professionals Predicted proportions within residential postal code. Panel Profile Capabilities Actual Behaviour Social Self Reported Delvinia INSIGHT
  14. 14. Canadian Studies From Sample Only to Full Service Confectionary Study Canadian IT Study Hard to Reach Audiences
  15. 15. Global Studies Recruited C-Level Executives from over 15 countries Collected 1500 completed surveys with an incidence of 0.06% Completed study in 4 weeks Premium Hotel Study Four Seasons
  16. 16. Custom Panel Management Developed Signup Website as part of a Web 2.0 Research Strategy Avid Readers Panel Random House Canada
  17. 17. Innovative Flash Applications Use of Flash programming to enhance survey experience Word Sort & Card Sort Shelf Impact Word Sort Module Shelf Impact
  18. 18. Enhanced Experience and Real-Time Reporting Survey integrated in online experience with real-time reporting portal ClickwithMarkham.ca Online Public Consultation Process Town of Markham
  19. 19. Advertising Effectiveness Online advertising testing with secure video delivery through the AskingMedia™ technology platform available in multiple languages Synovate AdCheck™ Grey Power Insurance
  20. 20. Benchmarking and Tracking Studies tracking trends as well as initial theories gained on product to be tracked
  21. 21. Other Examples <ul><li>Awareness and Usage : pre-recruit to determine usage of a particular product, mail-out product for in home usage; follow-up on-line survey for gaining insight on what respondent thought of product </li></ul><ul><li>Brand Equity : how effective is a product’s name compared to the same product with a different name </li></ul><ul><li>Buyer Behaviour : Shelf module with check-out function to track a person’s behaviour while buying a product </li></ul><ul><li>Concept Testing : Studies that show concepts for potential new products to consumers to gain their opinions on what is good/bad, etc </li></ul><ul><li>Customer Satisfaction : Surveys done on behalf of a specific client asking their customers what they think of the company. Client supplied sample </li></ul><ul><li>Customer Loyalty : Surveys about what makes a person loyal to a particular company/brand </li></ul><ul><li>Name Testing : surveys that test potential brand names with respondents interested in the product, in order to see what brand would capture their attention </li></ul><ul><li>Market Segmentation : studies that determine different market segments that have similar characteristics that drive them to purchase a particular product </li></ul><ul><li>Pricing Strategy/Conjoint : : studies in which the respondent is given several different price points for a product in order to determine which price point would be most effective in getting people to buy the product </li></ul><ul><li>Product Development : : asking respondents levels of interest for new products/service </li></ul><ul><li>In Home User Testing : asking respondents to receive a product for in home use and then complete a survey </li></ul><ul><li>Phone to Web : recruiting participation to surveys through call centre directed to an online survey </li></ul><ul><li>Web Intercept Studies : using an web site intercept to recruit respondents into an online survey </li></ul>
  22. 22. Delvinia Digital Mosaic: Digital Segmentation Tool
  23. 23. The Delvinia Digital MOSAIC Segments A Loaded & Overloaded Families B Western Prosperous & Practical C Young Technophile Families D Dot Conservative Families E Urban French Unplugged F Multicultural Cyber Socials G Young City Clickers H Social-e-Inclined Families I Rural Ontario Low Techs J E-tired Empty Nesters K Single Metrotechs L Semi-Wired on the Prairies M Rural Quebec Not Coms N Ethnic Tech-Enthusiasts O Mature East Coast Surfers P Small Town Digital Dreamers Q Mature and Net Neutral R Young Aspiring Social Surfers S Mature Small Town Techno Pas T Young Quebec Tech-Novices
  24. 24. Our Approach - The Delvinia Digital MOSAIC Ownership Social Usage F R O H P E S T M I J L B A D Q C K G N A segmentation of the Canadian population based on peoples’ OWNERSHIP and USAGE of technologies, in addition to their demographics and life stage.
  25. 26. <ul><li>Social Networks & Blogs are now 4th most popular online activity, ahead of personal email </li></ul><ul><li>One Third of U.S. Internet Users Now Post Status Updates Once per Week </li></ul><ul><li>Over 500 Million active Facebook users worldwide </li></ul><ul><li>100 million (plus) Twitter posts everyday </li></ul><ul><li>1 in every 5 Tweets mentions a specific brand or product* </li></ul>Introduction
  26. 27. 10 examples of how market researchers can interact with consumers using social networking sites and tools
  27. 28. 1. Crowdsourcing & Ideagoras <ul><li>Use the wisdom of crowds </li></ul><ul><li>You’re not limited to internal teams and contractors </li></ul><ul><li>The network is your research & development team </li></ul>
  28. 30. 2. Survey Tools on Social Networks <ul><li>Easily tap into a huge potential network </li></ul><ul><li>Polling and Survey Applications </li></ul><ul><li>Extend reach through viral sharing </li></ul>
  29. 31. 3. Virtual Rewards <ul><li>Millions of participants </li></ul><ul><li>Social Gaming, Virtual Worlds and MMORGs </li></ul><ul><li>Rewards are easily distributed virtually </li></ul>
  30. 32. 4. Universal Social IDs <ul><li>Google Friend Connect, Facebook Connect, Open ID </li></ul><ul><li>Users can carry their profiles with them </li></ul><ul><li>Personalize user experience based on ID info </li></ul>
  31. 33. 5. Social Media Monitoring <ul><li>Monitor millions of news sites, blogs and more </li></ul><ul><li>Keyword and phrase queries act as filters </li></ul><ul><li>Built-in tools to break down and analyze the data </li></ul><ul><li>Free tools can provide a quick barometer of a brand health on social networks </li></ul>
  32. 34. 6. Real Open-End Video Responses <ul><li>Video sharing is an everyday thing </li></ul><ul><li>Mobile devices now feature instant video sharing technology via Wifi </li></ul><ul><li>Personal broadcasting sites – UStream, Stickham </li></ul>
  33. 35. 7. Niche Social Networks <ul><li>Create your own social networking experience </li></ul><ul><li>Enable loyal customers and advocates to discuss your brand </li></ul><ul><li>Ning.com </li></ul>
  34. 37. 8. Location-Based Surveys <ul><li>New mobile devices are location-aware </li></ul><ul><li>Connect with consumers where they are </li></ul><ul><li>Use GPS or location check-ins to invite consumers to provide feedback </li></ul><ul><li>Distribute rewards based on their location </li></ul>
  35. 38. 9. Experiential Data Collection <ul><li>Collect richer data on an experience </li></ul><ul><li>Collect text, audio, photo, video feedback </li></ul><ul><li>Overlay with GPS </li></ul><ul><li>Provide challenges and rewards </li></ul>
  36. 39. 10. Augmented Reality <ul><li>Two types of augmented reality </li></ul><ul><li>Puts your product (virtually) into your customers hands </li></ul><ul><li>Use mobile device displays to place feedback mechanisms into physical space </li></ul>
  37. 41. Summary Summary <ul><li>Consumers are sharing their thoughts and opinions in open forums across social networks. </li></ul><ul><li>By tapping into these conversations market researchers can gain deeper insight into the motivations and emotions associated with brand choices </li></ul>
  38. 42. Thank You! Thank You Adam Froman, CEO [email_address] 416.364.1455 ext 222 Follow me on twitter @adamfroman Linked in: Linkedin.com/in/adamfroman
  39. 43. Photo Credits 2. Facebook 5. Binoculars 7. Augmented Reality 8. gg 9. Location-Based Survey