Taming the Raging River - Qualitative Research & Social Media - Firefly MB

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at Qualitative360 North America 2014
1-3 April 2014, Toronto, Canada

This event is proudly organised by Merlien Live
Check out our upcoming events by visiting http://qual360.com/

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Taming the Raging River - Qualitative Research & Social Media - Firefly MB

  1. 1. APRIL 1-3, 2014 TORONTO
  2. 2. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  3. 3. TAMING THE RAGING RIVER Qualitative360 Conference - Toronto April 2014 Qualitative Research & Social Media
  4. 4. “We would love to have you speak at the conference about qualitatively measuring social media strategy and activity …”
  5. 5. my reaction …
  6. 6. 4 The Language of Love in Social Media: New Rules for Brand Engagement Consumer In Control Brands Outside Looking In Shift in Balance of Power New Moment of Truth (*2010 Global Firefly Study)
  7. 7. MODERATES & MAVENS MAVENS MODERATES
  8. 8. THE SHORT ANSWER … DEFINING SOCIAL MEDIA STRATEGY  Humanizing consumer targets  Illuminating behaviors & attitudes  Identifying opportunities EXPLORING SOCIAL MEDIA ACTIVITIES  Assessing & developing concepts  Understanding brand fit  Unleashing the power of ideas
  9. 9. “We would love to have you speak at the conference about qualitatively measuring social media strategy and activity …”
  10. 10. 8 SOCIAL
  11. 11. Listening Measurement SOCIAL SOCIAL
  12. 12. CUSTOMER CONVERSATIONS BUSINESS STORIES REAL-TIME OPPORTUNITIES Credit: Natanya Anderson, Director, Social Media & Integrated Mktg, Whole Foods Market at SXSWi Conference 2014
  13. 13. We are in the business of having deep, meaningful conversations & observing behavior wherever people are living their lives 11
  14. 14. SOCIAL IMMERSION
  15. 15. Observe the way people communicate & express themselves Explore real conversations between consumers & brands Understand the right role for the brand
  16. 16. OBSERVE
  17. 17. Public Persona Acquaintances True “Friends”
  18. 18. EXPLORE
  19. 19. Polls Private Diaries Discussions Interactive Activities
  20. 20. UNDERSTAND
  21. 21. 1 to 1 1 to Many
  22. 22. DIVE IN
  23. 23. ELLEN FENWICK @EllenF_FFMB @FireflyMB_US www.fireflymb.com/us THANK YOU! ▪ illumination ▪ inspiration ▪ impact
  24. 24. APRIL 1-3, 2014 TORONTO Organized by Workshop Sponsors Association & Media Partners
  25. 25. APRIL 1-3, 2014 TORONTO

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