Using social media for market research and new product development: the case of Hallmark:
- Evaluating the use of social media data as a research tool.
- Sharing what we learned and observed from a specific project: what worked and what didn’t.
- Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
An introduction to Listen & learn Research Jeremy Hollow
Introduction to what we do at Listen + Learn Research. Covering who we work for, what we do, why we do it and some cases studies showing social media research in action.
Non-traditional Media to Spark Customer Engagement, Market Research Methods: ...J Grant Mizell
October 20, 2010 at the Virginia State Capitol
Non-traditional Media to Spark Customer Engagement, presented by Grant Mizell, Pulsar Advertising
Summary: Discovering not just the why or what these new mediums are, but how to integrate them into our current marketing strategies, with fewer marketing dollars. In three parts, 1) A Twist on Traditional Media; 2) New Media Engagement; and 3) The Shift to Mobile
Market Research Methods: Oldies and New Goodies, presented by Michelle Finzel, Maryland Marketing Source & Bay Area Research
Summary: Market research methods are constantly evolving with changing media. Learn what "New Goodies" are out and how they may benefit when quantifying your marketing results. Additionally, make sure you know which "Oldies" stand the test of time, proving over and over why they should be trusted.
Overseas corporate communications for Chinese companiesBob Pickard
This presentation was delivered in Beijing on March 20th 2014 to the 'China Going Global' think tank. The theme was "Overseas corporate communications for Chinese companies: building image and protecting reputation"
Social Media Monitoring Metrics - presented at the ARF Social Media CouncilConverseon
Your company needs to monitor conversations about your brands and products in social media. Learn how basic social media monitoring tools work, what metrics they provide, and how those metrics usually fall short; business decisions based on these conversations can usually only be made using a tool that allows deeper analysis.
An introduction to Listen & learn Research Jeremy Hollow
Introduction to what we do at Listen + Learn Research. Covering who we work for, what we do, why we do it and some cases studies showing social media research in action.
Non-traditional Media to Spark Customer Engagement, Market Research Methods: ...J Grant Mizell
October 20, 2010 at the Virginia State Capitol
Non-traditional Media to Spark Customer Engagement, presented by Grant Mizell, Pulsar Advertising
Summary: Discovering not just the why or what these new mediums are, but how to integrate them into our current marketing strategies, with fewer marketing dollars. In three parts, 1) A Twist on Traditional Media; 2) New Media Engagement; and 3) The Shift to Mobile
Market Research Methods: Oldies and New Goodies, presented by Michelle Finzel, Maryland Marketing Source & Bay Area Research
Summary: Market research methods are constantly evolving with changing media. Learn what "New Goodies" are out and how they may benefit when quantifying your marketing results. Additionally, make sure you know which "Oldies" stand the test of time, proving over and over why they should be trusted.
Overseas corporate communications for Chinese companiesBob Pickard
This presentation was delivered in Beijing on March 20th 2014 to the 'China Going Global' think tank. The theme was "Overseas corporate communications for Chinese companies: building image and protecting reputation"
Social Media Monitoring Metrics - presented at the ARF Social Media CouncilConverseon
Your company needs to monitor conversations about your brands and products in social media. Learn how basic social media monitoring tools work, what metrics they provide, and how those metrics usually fall short; business decisions based on these conversations can usually only be made using a tool that allows deeper analysis.
Using social media for market research and new product development: the case ...Merlien Institute
Using social media for market research and new product development: the case of Hallmark
Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards
Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
Going Deep with Social: Methods to Listen andRipple6, Inc.
Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.
• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Untangling The Web: Putting it all togetherRyan Hanser
April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
www.mra-net.org/alert MRA’s Alert! Magazine - 05/10 7
When market researchers talk shop, we
typically talk techniques – audits, focus
groups, diaries, projective modeling, and
now, social networks, live streaming, vir-
tual ethnographies and other interactive
media as well. But driving all of these
methodologies are two basic objectives:
1) To learn how customers perceive
and brands – in their own right and in
relation to our competition. We achieve
this by seeking feedback – an evaluative
exercise in which we seek customers’
reactions to some stimulus that we’ve
developed and wish to test.
2) To broaden and deepen our under-
standing of our customers – who they
are, how they live, what motivates them.
To do this, we engage in various forms of
discovery, in which we look to uncover
white spaces and dive deeply into the
customer emotions.
Web 2.0 technologies and techniques
have expanded the tools and techniques
available to us in service of both goals,
but with great opportunity comes great
confusion. What’s the difference – if
any – between a panel with some online
community features and a market
research online community with some
survey capability, and what are the best
uses of each? Have Facebook and Twitter
eliminated the need for traditional forms
of research? Does the passive listening
enabled by “listening platforms” make
them a valid and powerful source of
feedback? Can they be used for discov-
ery as well?
In this article we’ll explore how and
when to use panels, online communities
and Web mining independently of and in
conjunction with one another in support
of these two essential objectives. But
The Social Media Landscape
As traditional quantitative research
panels venture into more consumer-
generated content and as large-scale
social networks like Facebook begin
selling research services, the distinctions
between panels, communities and social
networks are starting to blur. But in fact
they differ considerably in their organiz-
ing principle (or “center of gravity”) – in
how the participants get there and what
they want and expect from the experi-
ence. (See Figure 1 above.)
They also differ in how communication
-
responding participant experience. (See
Figure 2 on page 8.)
And all of these elements are relevant to
how each of these Web 2.0 capabilities is
best used for research.
Panels, Custom Panels and
“Communi-Panels”
A panel typically comprises hundreds of
thousands of people about whom some
basic demographic and psychographic
data is known. Panelists are typically
thought of as “respondents” because the
communication with them is usually one
way – the client poses a series of survey
questions to panelists, who respond to
what they’re asked, but are not free to
pose counter-qu ...
The Social Media Leap (ESOMAR, Berlin 2010).Gavin Klose
Presentation slides of "The Social Media Leap" research paper delivered at ESOMAR WM3 World Research Conference, Berlin 19 October, 2010.
Paper and presentation by Dr Karen Nelson-Field (UniSA, Ehrenberg-Bass Institute) and Gavin Klose (Australian innovation agency, Fusion). The paper explores social media marketing current practice and provides nine recommendations for best practice for industry.
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
Last week I had the pleasure of attending the Social Fresh conference in Tampa, Florida (they have a West Coast version coming up this summer – check it out!). Besides basking in the Florida sunshine, the conference had a tremendous amount to offer. With 300 attendees and a range of presenters, including Chris Brogan, Ted Rubin, Jay Baer and more, my mind was literally exploding at the incredible social insights shared over this two-day event.
Social media research of the future is here right nowThinkNow Research
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.
Real-Time Collaborative Methodologies in Market Research Pulsar Platform
This presentation takes you on a journey through the world of empowered consumers, netnography, the evolution of the internet and the ways businesses and brands are looking to take advantage of the technological advances available to them.
From there it launches into real-time research and how brands need to try stay in front of their consumers rather than chasing them. It explains the pros & cons of crowdsourcing, online communities, Peer-2-Peer research and co-creation before revealing our approach and what makes it work so well for us.
Francesco & Sharmila presented this to Said Business School students in May 2010.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
Presentation on Listening: Social media research from IBM Digital Workshop in Milan Italy, June 2011
A client reference video: http://www.youtube.com/watch?v=O_7fjdElwXw
Using social media for market research and new product development: the case ...Merlien Institute
Using social media for market research and new product development: the case of Hallmark
Thomas Brailsford - Consumer Understanding & Insight Manager - Hallmark Cards
Evaluating the use of social media data as a research tool. Sharing what we learned and observed from a specific project: what worked and what didn’t. Highlighting paradigms of traditional research that are seriously challenged by the use of social media data.
Learn how social media intelligence can fill gaps in your research mix.
- Six unique benefits of social media research
- Four key layers of the social intelligence stack
- Eight core applications of social media data for modern businesses
Going Deep with Social: Methods to Listen andRipple6, Inc.
Go beyond the initial step of listening on the web to see how simple, yet comprehensive solutions can help you to gain insights from some of the most relevant conversations among your customers. You'll learn about nimble, cost-effective methods that can be quickly deployed and integrated with your overall research plans.
• How do you generate rich qualitative insight on the discussions that are most relevant to you?
• How can you paint more vivid, lifelike pictures of your audience by understanding how they are connected and the context of conversations
Untangling The Web: Putting it all togetherRyan Hanser
April 15, 2009 presentation to the Greater Des Moines Partnership and Iowa chapter of the American Marketing Association; final session of their "Untangling The Web" series on 'social media'
Extensive research from TNS proves that social media and search data can accurately predict the results of brand tracker surveys months in advance. The implications for market research are enormous.
www.mra-net.org/alert MRA’s Alert! Magazine - 05/10 7
When market researchers talk shop, we
typically talk techniques – audits, focus
groups, diaries, projective modeling, and
now, social networks, live streaming, vir-
tual ethnographies and other interactive
media as well. But driving all of these
methodologies are two basic objectives:
1) To learn how customers perceive
and brands – in their own right and in
relation to our competition. We achieve
this by seeking feedback – an evaluative
exercise in which we seek customers’
reactions to some stimulus that we’ve
developed and wish to test.
2) To broaden and deepen our under-
standing of our customers – who they
are, how they live, what motivates them.
To do this, we engage in various forms of
discovery, in which we look to uncover
white spaces and dive deeply into the
customer emotions.
Web 2.0 technologies and techniques
have expanded the tools and techniques
available to us in service of both goals,
but with great opportunity comes great
confusion. What’s the difference – if
any – between a panel with some online
community features and a market
research online community with some
survey capability, and what are the best
uses of each? Have Facebook and Twitter
eliminated the need for traditional forms
of research? Does the passive listening
enabled by “listening platforms” make
them a valid and powerful source of
feedback? Can they be used for discov-
ery as well?
In this article we’ll explore how and
when to use panels, online communities
and Web mining independently of and in
conjunction with one another in support
of these two essential objectives. But
The Social Media Landscape
As traditional quantitative research
panels venture into more consumer-
generated content and as large-scale
social networks like Facebook begin
selling research services, the distinctions
between panels, communities and social
networks are starting to blur. But in fact
they differ considerably in their organiz-
ing principle (or “center of gravity”) – in
how the participants get there and what
they want and expect from the experi-
ence. (See Figure 1 above.)
They also differ in how communication
-
responding participant experience. (See
Figure 2 on page 8.)
And all of these elements are relevant to
how each of these Web 2.0 capabilities is
best used for research.
Panels, Custom Panels and
“Communi-Panels”
A panel typically comprises hundreds of
thousands of people about whom some
basic demographic and psychographic
data is known. Panelists are typically
thought of as “respondents” because the
communication with them is usually one
way – the client poses a series of survey
questions to panelists, who respond to
what they’re asked, but are not free to
pose counter-qu ...
The Social Media Leap (ESOMAR, Berlin 2010).Gavin Klose
Presentation slides of "The Social Media Leap" research paper delivered at ESOMAR WM3 World Research Conference, Berlin 19 October, 2010.
Paper and presentation by Dr Karen Nelson-Field (UniSA, Ehrenberg-Bass Institute) and Gavin Klose (Australian innovation agency, Fusion). The paper explores social media marketing current practice and provides nine recommendations for best practice for industry.
The future of market research in heatlhcare - EphMRA presentationRoss Taylor
An exploration of a potential future for market research and social listening in the healthcare industry as technology advances and behaviours change ever more rapidly.
Last week I had the pleasure of attending the Social Fresh conference in Tampa, Florida (they have a West Coast version coming up this summer – check it out!). Besides basking in the Florida sunshine, the conference had a tremendous amount to offer. With 300 attendees and a range of presenters, including Chris Brogan, Ted Rubin, Jay Baer and more, my mind was literally exploding at the incredible social insights shared over this two-day event.
Social media research of the future is here right nowThinkNow Research
As small business owners, we all dream of a place where we don’t have to guess what people want or like to do. In this place, we have a 360-view of their favorite places to eat, drink, and play. We are invited into conversations among friends about pressures and pain points, brand fails, and unicorns. In this place, millions of people capture life’s rawest and rarest moments in photos and live stream putting a face and story to issues our products are anxious to provide for, our services delighted to solve.
Real-Time Collaborative Methodologies in Market Research Pulsar Platform
This presentation takes you on a journey through the world of empowered consumers, netnography, the evolution of the internet and the ways businesses and brands are looking to take advantage of the technological advances available to them.
From there it launches into real-time research and how brands need to try stay in front of their consumers rather than chasing them. It explains the pros & cons of crowdsourcing, online communities, Peer-2-Peer research and co-creation before revealing our approach and what makes it work so well for us.
Francesco & Sharmila presented this to Said Business School students in May 2010.
This presentation was delivered on April 29th 2014 to an audience of financial services organizations at the Foreign Correspondents' Club of Hong Kong. It outlines why the financial services sector has been a social media late-bloomer, how it can get with the digital program, and things to think about in the design of their social business (as viewed through the prism of marketing communications).
Presentation on Listening: Social media research from IBM Digital Workshop in Milan Italy, June 2011
A client reference video: http://www.youtube.com/watch?v=O_7fjdElwXw
T-Mobile needed to understand how multiple campaigns were working by each element as well as impacting on the brand. View the case study presented at the MRS Online Methods Conference in 2011.
Web Technologies for Mobile Engagement | JetJaw presentation @ MRMW11ResearchShare
Web technologies for mobile engagement: Navigating the entry points for engaging on-the-go
customers.
- Discussing the mobile technology landscape and technology choices
- Evaluating web apps vs. native apps for surveys and data collection
- Reviewing specific capabilities of HTML 5 and the mobile technology roadmap
Using Mobile Qualitatively to Transform Insight Generation | Schwitzer $ Sl...ResearchShare
Leveraging “in the moment” capabilities of mobile research for insights generation. Evaluating the benefits and pitfalls of using mobile for qualitative research. Giving examples of successful implementation of qualitative research across multiple mobile platforms. Discussing the future of mobile research: what can we expect in the coming years?
The Newa of Expressive Research | scenarioDNA @ MRMW 2011ResearchShare
The new era of expressive research: using technology for cultivating insights
- Understanding the potentials of the digital tools we seek to leverage
- Deploying expressive research models that pull insights from living and active cultures as they evolve with new technology
- From reflexive to expressive research: shifting our strategies to insights cultivated with natural flows of language and behavior
Understanding of Smartphones as a Survey Platform | Thumbspeak @ MRMW 2011ResearchShare
Examining how technology-driven data applications have become viable options for ascertaining consumer feedback.
Determining the implications for mobile applications for delivering data quality to brands.
How to motivate consumers to respond quickly to branded information through channel novelty
Using Market Research For Product DevelopmentResearchShare
Businesses compete to create products and services that are "New." Market research finds insights into the needs of customers and can improve or disprove a hunch. Specific questions must be addressed during the process to refine the "new" idea, examined by B2B International in this white paper.
A Practical Guide to Market SegmentationResearchShare
There are ten basic steps in finding unique segments in your customer base. Segmentation can be created by looking at factors such as purchase history, industry, need, and behaviour. B2B International shares their segmentation methodology in this white paper.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
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Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
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3. Social Media Listening 2000 - launched first consumer community for the purpose of research. 2005 – pilot w/ Umbria to understand the Hallmark brand in the social space. 2007 - pilot with Spiral 16 to understand Influential Bloggers. 2009 - major RFP with 8 vendors – find partner for research and marketing. 2010 - consulted with Ben Smithee; contracted with Collective Intellect for a look into holidays, ornaments.
4. 1 Hard Question“Is there a framework we can use to understand social media data?” 3 “Simple” Questions “Can we use social media sources to get new product ideas?” “Can we use social media data to create marketing interventions ‘in season?’” “Could we use social media data to help understand people and their lives?”
6. Social Media Analysis Space? Discovery Understanding people Uncovering white space Topics + dashboard What you’re trying to accomplish Specific Topic Open Search Ways of approaching the data “Ocean” of Data Small “pond” of data Brand Reputation KPI’s Monitoring Source: Hallmark CU&I, 2010
7. Consumer Leads Focus We Lead Single Stakeholder Multiple Stakeholders Breadth of Learning Hallmark Social Media “Listening” Activities
8. Consumer Initiated Conversation Hallmark Initiated Conversation Single Stakeholder Multiple Stakeholders Breadth of Learning Listening audit showed that activities are many and varied Focus of Conversation
9. 9 Dimensions of listening Feedback is more about the brand and rational Discovery is more about the consumer and emotional Source: CEB
11. Research Landscape Structured Data – it is what we made it PA’s Multivariate Trackers …… Focus Groups Communities Ethnography Observation Qualitative Quantitative Social Media Unstructured Data – it is what it is Where does social media data play in the research landscape?
12. 3 “Simple” Questions “Can we use social media sources to get new product ideas?” “Can we use social media data to create marketing interventions ‘in season?’” “Can we use social media data to help understand people and their lives?”
13. What Did We Conclude? Getting “New” Product ideas is very hard! If you do lots of traditional research and ideation, chances are you’ve heard of thought of everything you will uncover through social media.
14. Some Thoughts on In-Season Marketing Twitter promotional sweepstakes generated major spikes in Hallmark Ornament Mentions Hallmark Gold Crown store visits emerged as a conversational theme - how could that be leveraged? Emotional connection to Hallmark brand ornaments vs. those bought in Wal-Mart or Target – how could that be leveraged? Focus on connecting the troops and their families – what would that look like?
15. What Did We Conclude? Beware of making any marketing suggestions without having Marketing in the design and analysis discussions! Research in social media begins to “rub up against” Marketing and can create friction!
17. What Have We Learned About Social Media? There are new vendors emerging daily in the social media listening space. Most vendors provide the same capabilities – it is hard to find differentiation.
18. What Have We Learned About Social Media? Social media data is messy (spam, advertising, porn, context) and requires significant validation and cleaning – suppliers are getting better and better at this, but it is still an issue. Text analysis capabilities vary from vendor to vendor – you have to know what questions to ask to know what you’re getting. Sentiment analysis is about 75-85% accurate (based on external research) and everybody does it at some level. It is of limited value. It is difficult to classify individual contributors – but not impossible, and it costs more. This capability is still emerging.
19. What Have We Learned About Social Media? Clear and specific listening objectives are essential to getting meaningful data and information from listening efforts. Social media conversations can be very rich and could support many different aspects of our business. Getting meaningful learnings and insights is very time and labor intensive, despite the software tools. There is a learning curve!
22. They may or may not represent your target consumer.
23. They do not necessarily constitute a “probability sample” of the population.
24.
25. Social Media Data is… + Longitudinal and Instance-based – Tradtional MR is usually instance-based feedback/insights, social media research can represent “flow of life.” There is a constant stream, or flow, of social media data continually being created.
26. Social Media Data is… + Self-recording/Archival – Conversations, both public and private, within the social media environment are archived and available for others to consume at will. Conversations with people in traditional research methods are recorded, but are generally only available to permission-based viewers/listeners. This creates an interesting blend of liability and value to researchers and brands.
33. Food for Thought Resources: People, Time, & Money Spectrum of Desired Outcomes
34. Social Media Research White Paper http://www.slideshare.net/CuratingPixels/utilizing-social-media-to-understand-people http://bit.ly/UnderstandingPeople
In late 2000 we launched our first consumer community for the purpose of research. In 2005, we contracted with Umbria (acquired by JD Power) to understand the Hallmark brand in the social space. In 2007 we conducted a 6 month pilot with Spiral 16 to listen to social media with the goal of understanding multiple things including Valentine’s Day, Value, and Influential Bloggers. In 2009 we undertook a major RFP with 8 potential vendors in an effort to utilize this data source for research and marketing. During 2010, we consulted with Ben Smithee of Spych Research to try and get our arms around the rapidly changing social media landscape. We contracted with Collective Intellect for a deep look into holidays and ornaments specifically, as well as measuring our new brand campaign. This was our most ambitious pilot to date.
Is there a Framework that we can use to understand social media data?We found some, and We made some up
In addition to possessing several key attributes in regard to its utilization in market research, social media data has been the impetus for multiple paradigm shifts in the marketing, advertising, communications and market research industries:Social media data is, in general, public and accessible to anybody. This includes all divisions (Research, PR, Marketing, Customer Service, etc.) and other companies. Historically, there has been a clear understanding of who owns particular consumer data. Typically, sales data is owned by the retail department, focus group data is owned by research, email open rates are owned by the marketing group, etc. This is different for social media data because of the data transparency described above. No department or group really “owns” the social media data.As a result of the transparency of the data and lack of clear ownership, what is inbounds or out of bounds for a division is blurred. Even more important, roles that used to be reserved for each division have now blurred as well. Within social media any of the divisions can use the same data. When it comes to engagement, the consumer doesn’t care who they are talking to when they talk to somebody from the company. Everybody is speaking on the behalf of the brand. This creates new challenges for traditional research personnel.The researcher used to control as many aspects of the listening environment as possible. For instance, recruiting based on a criteria, intentional specific questions, specific answer options, etc. Social media data comes uncontrolled, unedited, and unsolicited.The once separate worlds of qualitative and quantitative research are further blurred by the influx of social media data. The potential and possibility for both qualitative and quantitative researchers to utilize social media data outputs is evident and a valuable benefit.Individuals, who create compelling or “sticky” content, have the ability to compete for attention as well as any other media sources can. Who gets heard is no longer a function of size and money spent. Social media data may not reflect the targeted consumer. In addition, for given topic or source, a disproportionate amount of content may be generated from a subset of contributors (see Forrester Social Technographic Ladder). This flies in the face of the traditional researcher’s goal to find a representative sample of the target market. Because of the disproportionate contributions of some authors, the notion of influence becomes an added dimension for researchers to consider. This idea is expanded upon in the Peer Influence Model in Empowered by Josh Bernoff. Because of this, social media data will be more beneficial to exploration and learning applications instead of projecting. As response rates continue to decline for researcher efforts the ways of getting participation from people are changing. The Market Research Executive Board suggests the way to gain participation is now how you can add value to the consumer. This is more than just reimbursing them for their time. It is starting to venture in to the realm of building a relationship with them and adding value to their lives.
In addition to possessing several key attributes in regard to its utilization in market research, social media data has been the impetus for multiple paradigm shifts in the marketing, advertising, communications and market research industries:Social media data is, in general, public and accessible to anybody. This includes all divisions (Research, PR, Marketing, Customer Service, etc.) and other companies. Historically, there has been a clear understanding of who owns particular consumer data. Typically, sales data is owned by the retail department, focus group data is owned by research, email open rates are owned by the marketing group, etc. This is different for social media data because of the data transparency described above. No department or group really “owns” the social media data.As a result of the transparency of the data and lack of clear ownership, what is inbounds or out of bounds for a division is blurred. Even more important, roles that used to be reserved for each division have now blurred as well. Within social media any of the divisions can use the same data. When it comes to engagement, the consumer doesn’t care who they are talking to when they talk to somebody from the company. Everybody is speaking on the behalf of the brand. This creates new challenges for traditional research personnel.The researcher used to control as many aspects of the listening environment as possible. For instance, recruiting based on a criteria, intentional specific questions, specific answer options, etc. Social media data comes uncontrolled, unedited, and unsolicited.The once separate worlds of qualitative and quantitative research are further blurred by the influx of social media data. The potential and possibility for both qualitative and quantitative researchers to utilize social media data outputs is evident and a valuable benefit.Individuals, who create compelling or “sticky” content, have the ability to compete for attention as well as any other media sources can. Who gets heard is no longer a function of size and money spent. Social media data may not reflect the targeted consumer. In addition, for given topic or source, a disproportionate amount of content may be generated from a subset of contributors (see Forrester Social Technographic Ladder). This flies in the face of the traditional researcher’s goal to find a representative sample of the target market. Because of the disproportionate contributions of some authors, the notion of influence becomes an added dimension for researchers to consider. This idea is expanded upon in the Peer Influence Model in Empowered by Josh Bernoff. Because of this, social media data will be more beneficial to exploration and learning applications instead of projecting. As response rates continue to decline for researcher efforts the ways of getting participation from people are changing. The Market Research Executive Board suggests the way to gain participation is now how you can add value to the consumer. This is more than just reimbursing them for their time. It is starting to venture in to the realm of building a relationship with them and adding value to their lives.
In addition to possessing several key attributes in regard to its utilization in market research, social media data has been the impetus for multiple paradigm shifts in the marketing, advertising, communications and market research industries:Social media data is, in general, public and accessible to anybody. This includes all divisions (Research, PR, Marketing, Customer Service, etc.) and other companies. Historically, there has been a clear understanding of who owns particular consumer data. Typically, sales data is owned by the retail department, focus group data is owned by research, email open rates are owned by the marketing group, etc. This is different for social media data because of the data transparency described above. No department or group really “owns” the social media data.As a result of the transparency of the data and lack of clear ownership, what is inbounds or out of bounds for a division is blurred. Even more important, roles that used to be reserved for each division have now blurred as well. Within social media any of the divisions can use the same data. When it comes to engagement, the consumer doesn’t care who they are talking to when they talk to somebody from the company. Everybody is speaking on the behalf of the brand. This creates new challenges for traditional research personnel.The researcher used to control as many aspects of the listening environment as possible. For instance, recruiting based on a criteria, intentional specific questions, specific answer options, etc. Social media data comes uncontrolled, unedited, and unsolicited.The once separate worlds of qualitative and quantitative research are further blurred by the influx of social media data. The potential and possibility for both qualitative and quantitative researchers to utilize social media data outputs is evident and a valuable benefit.Individuals, who create compelling or “sticky” content, have the ability to compete for attention as well as any other media sources can. Who gets heard is no longer a function of size and money spent. Social media data may not reflect the targeted consumer. In addition, for given topic or source, a disproportionate amount of content may be generated from a subset of contributors (see Forrester Social Technographic Ladder). This flies in the face of the traditional researcher’s goal to find a representative sample of the target market. Because of the disproportionate contributions of some authors, the notion of influence becomes an added dimension for researchers to consider. This idea is expanded upon in the Peer Influence Model in Empowered by Josh Bernoff. Because of this, social media data will be more beneficial to exploration and learning applications instead of projecting. As response rates continue to decline for researcher efforts the ways of getting participation from people are changing. The Market Research Executive Board suggests the way to gain participation is now how you can add value to the consumer. This is more than just reimbursing them for their time. It is starting to venture in to the realm of building a relationship with them and adding value to their lives.