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Online research for social media insight


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This is the slide deck for my class leadership report for the Social Media Marketing and Management course at the Schulich School of Business.

The presentation provides an overview of why social media has become an invaluable resource for marketing research today. It outlines the advantages of using social media for marketing research vis-a-vis traditional marketing research methods and discusses how to leverage social media in order to generate valuable insights for marketers.

Make sure to read the speaker notes for additional insights as you go through the slides. Feel free to post any questions in the comments.

Published in: Business, Technology
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Online research for social media insight

  1. 1. Online Research for Social Media Insight Making sense of it all Jeric Kison March 2, 2011
  2. 2. Insights Likes Retweets Clickthrough rates Impressions Followers Fans Views Comments Replies Ratings
  3. 3. Insights <ul><ul><li>Perceptions </li></ul></ul>Awareness Understanding Perspective Actionable
  4. 4. Agenda <ul><li>1 Why use social media for research? </li></ul><ul><li>2 What can we learn from social media? </li></ul><ul><li>3 How do we leverage social media? </li></ul>
  5. 5. Why use social media for research?
  6. 6. Traditional methods are limited Artificial Inaccurate Obtrusive Expensive
  7. 7. Social media’s advantages Natural Relevant Accessible Cost-effective
  8. 8. They’re complementary Traditional Online
  9. 9. What can we learn from social media?
  10. 10. The customer Context
  11. 11. The product Detail
  12. 12. The brand Sentiment
  13. 13. How do we leverage social media?
  14. 14. Select Source:
  15. 15. Listen
  16. 16. Consolidate
  17. 17. Act
  18. 18. Some final insights <ul><li>1 Traditional research methods have limitations, a lot of which are overcome by social media </li></ul><ul><li>2 Social media provide a rich source of relevant and valuable information </li></ul><ul><li>3 Researching via social media requires a significant investment in time and effort </li></ul>
  19. 19. Thank you! <ul><li>Feel free to post your comments and questions! </li></ul>