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Desk Research 2.0

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Presentation of my winning paper for Pinasthika Awards - Call for Paper category

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Desk Research 2.0

  1. 1. Pinasthika Awards 2009<br />Call for Paper<br />Desk Research 2.0<br />Imam Wiratmadja<br />Strategic Planner<br />
  2. 2. What’s On Your Mind?<br /><ul><li>Was here as AdStudentPinasthika 2006
  3. 3. Premiere of This Category
  4. 4. While we’re here, things happening in/out the Social Media</li></li></ul><li>Desk Research 2.0<br />User-generated CONTENT<br />Social MEDIA<br />Web 2.0<br />Accessible INSIGHT<br />
  5. 5. Social Media = FGD Room (?)<br />
  6. 6. What we used to know about Desk Research<br />Secondary data<br />Literature<br />a.k.a no fun<br />
  7. 7. ...available database<br />Crosstab of<br /><ul><li>Audience Demography
  8. 8. Media Usage
  9. 9. Product Usage & Preference
  10. 10. Attitude Statement</li></li></ul><li>Search Engines<br />
  11. 11. Emerging, then what?<br />Facebook users growth in Indonesia 624.3%<br />Lets put the brand/campaign/link on facebook? <br /><ul><li>The bomb, twitter, & movement</li></li></ul><li>The Web 2.0 Matters<br />
  12. 12. Social Media as Research Tool<br />
  13. 13. TwitterTweet and Search<br />On July 28, 2009<br />Twitter re-positioning itself from micro-blog to social radar<br />
  14. 14. Twitter Search Page<br />
  15. 15. FacebookBored of Profile Page?<br />Search for keyword <br />IRAN<br />..still under development..<br />
  16. 16. Features for Facebook Ads<br />Occurrence Graph<br />Demography<br />Word Association<br />
  17. 17. And of Course, Google<br />Google&apos;s mission is to organize the world&apos;s information and make it universally accessible and useful<br />
  18. 18. What’s Available Now? <br />
  19. 19. Trends & Sentiment<br />
  20. 20. Identify Opinion Leaders<br />5% users do 75% tweets<br />
  21. 21. Time, Location, Demography<br />
  22. 22. Some Digital Analogies<br />
  23. 23. Projection Technique<br />
  24. 24. Ethnography<br />
  25. 25. Word Association<br />&quot; Dapur ? &quot; <br />“..Kulkas..&quot;<br />&quot; Kopi ? &quot; <br />“..Pahit.. &quot;<br />&quot; Bandung ? <br />“..Brownies..&quot;<br />
  26. 26. People Meter<br />
  27. 27. Issues & Limitations<br />
  28. 28. The Long Tail & Representation<br />
  29. 29. How It Contributes to Creative Works? (So Far)<br />
  30. 30. Example 1Insight: You Don’t Talk to Most of Your Friends on Friend List<br />
  31. 31. 82,771 people dumped their Facebook friends<br />
  32. 32. Example 2Insight: You Procrastinate<br />
  33. 33. CADBURY EYEBROW TVC<br />
  34. 34. LAYS HOTEL 666<br />
  35. 35. Example 3Insight: You Want To Join Trend<br />
  36. 36.
  37. 37. Join The Conversation Today<br />
  38. 38. Two Point O<br />Web 2.0 <br />Interaction  user-generated, user-defined<br />Dynamic content  PHP, Ajax, Java, etc<br />Nature of 2.0<br />Things add up &gt; twitter app, facebook app<br />People add up &gt; hashtags<br />Attitude 2.0<br />Equality<br />Anyone can dig valuable insight!<br />
  39. 39. Home Made Insights Makes Home Made Viral<br />
  40. 40. Desk Research 2.0<br />User-generated CONTENT<br />Social MEDIA<br />Web 2.0<br />Accessible INSIGHT<br /><ul><li>Engagement
  41. 41. Equality
  42. 42. Opportunity!</li></li></ul><li>Arent we doing this already?<br />Stalking your It’s Complicated ?<br />Ask questions to the crowd?<br />Next <br />Organize the information<br />Explore and find new usage<br />

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