Social Media Research 2.0

© Fountainhead Brand Consulting, 2013
Social Media
Research 2.0 –
What's Next? !
May 20, 2013!

Consumer’s use of media has changed signiﬁcantly!
#1 website
visited by
4 in 5 active
online users1
70% will access FB via
mobile devices by Q3 2013 2
50% “Like” a brand.
Preferred media for
product feedback 1,3
1. Nielsen Social Media Report: Q3 2011
2. McKinsey Global Institute, The Social Economy, July 2012
3. Nielsen Wire April 2012
Discover Your Untapped Potential!2

Opening the door to a new era for market research!
90’s

Pre-‐Internet
Era

00’s

Internet
Era

Today

Social
Media
Era

Online
Search

Search
Engine
Stats

Social
Media
Listening

Sen4ment
Scoring

Bulle4n
Board
Groups

Online
Communi4es

Facebook
Qualita4ve

Private
Social
Groups

Library
Searches

Focus
Groups

Online
Surveys

Mobile
Surveys

Social
Media
Surveys
Phone
Surveys

SECONDARY
QUALITATIVE
QUANTITATIVE
CONSUMER
BEHAVIOR

While social media monitoring is the primary tool used
today, many see potential in other emerging methods!
AMA Webcast Poll n=566, September 2012
57%

33%

21%

10%

35%

29%

20%

12%

36%

3%

Monitoring

Discussion
or
Co-‐crea4on

Recrui4ng

Private
panels

None
of
the
above

Social
Media
Research
Methods
-‐
Importance
and
Usage

Use
Now

Most
Important


These next generation of tools provide “Engagement”!
Intense interaction and idea
generation with stakeholders
Co-creation
Continuously test your future
vision with consumers

Major brands are already using social media as focus groups!
“It’s
a
new
way
of
ge/ng

consumer
research,”
said

Ann
Mukherjee,
chief

marke=ng
oﬃcer
of
Frito-‐
Lay
North
America.

“We’re
going
to
get
a
ton

of
new
ideas.
This
is
a

real
compe==ve
edge
for

us.”

Facebook, Twitter and Foursquare as
Corporate Focus Groups, NYTimes.com
7/31/12

Wholly Guacamole asks Facebook Fans for program feedback!
Wholly Guacamole sees
Facebook as a great tool
to ask consumers for
quick feedback on
upcoming marketing
programs as well as new
packaging and product
ideas. !

Rubbermaid uses product review discussion for insights!

Lego uses their own social community for ideation!

However, public forums don’t always work for engagement!
http://www.adweek.com/adfreak/mountain-dew-soda-naming-contest-crashed-pranksters-142715

They also don’t allow consumers the intimacy that they desire!
“28%
of
Facebook
users
shared
all,
or
almost
all,
of
their
wall
posts
with
an

audience
wider
than
just
their
friends”

Source:
hYp://www.consumerreports.org/cro/magazine/2012/06/facebook-‐your-‐privacy/index.htm
5/3/12


We believe private social media groups like Digsite™ are the
future of social media research!
Target

Mobile
device
enables

ethnography

Private
group
builds

collabora4on

Known
target

maximizes
relevance


Digsite™ uses Facebook or a secure social media site for in-
depth consumer engagement!
for

In a recent pet food project, we conducted ethnographic
research using “friend only” posts among group members!
AcDviDes/interests:

Timeline
posts:
Brands
liked:


Participants uploaded video to demonstrate their needs!
hYp://www.youtube.com/watch?v=M4QioSE5S2I&feature=player_detailpage

~Geri


And even helped build their ideal pet food brand!

In a project to create new meal products, we asked consumers
to post their daily meals and discuss recipes, likes and more!

To reposition a supplement brand, we received weekly
ratings and in-depth feedback as positioning evolved!
Private
raDngs
Group
discussion

13

12

12


In helping an appliance company build a loyalty program,
we observed all consumer touch-points with the brand!
Website

Service
A

Service
B

Maintenance

Service
A

Service
B

Email/Social

Media

Service
A

Service
B

Customer

Service
Center

Service
A

Service
B

“I
should
be
able
to
ask
customer
service
reps
ques4ons
regarding
not
just
warranty
coverage
and
service
rep

informa4on,
but
also
best
prac4ces
for
any
type
of
cooking
and
cleaning
problem.
I
should
also
be
able
to

easily
order
replacements
and
accessories.
I
think
there
should
be
some
reciprocity
so
that
it
would
nice
to
be

asked
for
feedback
regarding
what
I
like
and
do
not
like
about
my
new
appliance,
how
the
installa4on
went

and
if
I
had
any
unanswered
ques4ons”

Linda
-‐
Facebook
Group
Par4cipant


Private Social Media groups like Digsite™ offer additional
opportunities!
Localized
Program
Development

• Build
groups
based
on
smaller
regions/subgroups

• Discuss
local
media,
retailers,
events
and
news

• Gain
feedback
on
ﬁt
with
various
local
strategies

Beta-‐Tes4ng
Communi4es

• Build
groups
to
try
early
product
prototypes

• Gain
survey
and
in-‐depth
feedback
in
real
4me

• Have
early
adopters
share
and
discuss
a
range
of
applica4ons

Riding
a
Trend
Research

• Build
groups
based
on
early
adopters
of
a
new
technology

• Uncover
ideas
that
put
your
organiza4on
at
the
forefront


Ultimately, these methods could help minimize budget tradeoffs!
Faster

Value
BeYer

ü  Real-time observation
ü  Collaboration & co-creation
ü  Continuous feedback
ü  Targeted
recruitment
ü  Mobile and video
capabilities
ü  Group and private
discussion
ü  Lower cost than
ethnography and online
communities
ü  Minimal travel
ü  No need to maintain
ongoing panels

And integrate methods to drive marketing initiatives from
insight to strategy!
Uncover
unmet
needs
Develop &
prioritize
ideas
Reﬁne in
real-time

Visit our website at http://www.fountainheadbc.com
23
Questions?!

Social Media Groups offer beneﬁts over traditional research
methods!
Engage
consumers
when

and
where
they
want
to

talk
about
brands

Recruit
known
target
(low-‐
incidence)
in
mul4ple

loca4ons

Gain
ethnographic
insights

by
viewing
social
media

proﬁles,
ac4vi4es
and

posts

Get
to
know
consumers

over
weeks
or
months

without
costly
online

communi4es

Collect
behavioral
data

while
it
happens
using

mobile
interface

Gather
both
in-‐depth

individual
feedback
and

group
discussions


While overcoming downside of social media listening !
You
can
generate

conversa4ons
in
topic

areas
not
naturally

discussed
on
social
media

Smaller
sample
size
makes

detailed
coding
feasible

You
know
the

conversa4ons
are
coming

from
your
target

consumer

You
can
observe
“Friend

Only”
conversa4ons

among
group
members

You
can
discuss
topics
in
a

private
forum
where

consumers
might
be
more

comfortable
sharing


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