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Social Media For Market Research 02 2010b


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Social Media for Market Research and the power of listening with social media.

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Social Media For Market Research 02 2010b

  1. 1. Social Media for Market Research …Are You Listening? with Susan Barnes of Susby Internet Solutions February 27, 2010 A Guest Presentation for Marketing Research Methods in the Green MBA Program at Dominican University of California, with Michaela Hayes
  3. 3. What Is Social Networking?
  4. 4. Let’s do some marketing <ul><li>Television </li></ul><ul><li>Radio </li></ul><ul><li>Print </li></ul><ul><li>Billboards </li></ul><ul><li>Public Relations </li></ul><ul><li>Advertising </li></ul><ul><li>Trade Shows </li></ul>
  5. 5. Broadcast on mass
  6. 7. Consumers want control
  7. 8. Consumers want control <ul><li>“ Goodbye Broadcast, Hello Conversation.” </li></ul><ul><li>-- Shel Israel in Twitterville: How Businesses Can Thrive in the new Global Neighborhoods, c. 2009 </li></ul>
  8. 9. Today’s Web Facilitates a New Experience <ul><li>It’s social </li></ul><ul><li>It’s conversation </li></ul><ul><li>It’s dialog </li></ul><ul><li>It’s participation </li></ul>
  9. 10. The Funnel Reversed <ul><li>YOU have a voice </li></ul><ul><li>Your customers have something to say </li></ul><ul><li>People are listening to each other </li></ul>
  10. 11. What does it all mean? <ul><li>“Content is the new democracy, and we the people are ensuring that our voices are heard” </li></ul>SOURCE: Brian Solis - The Social Media Manifesto
  11. 12. Why Does it Matter? <ul><li>78% of people trust their peers </li></ul><ul><li>14% trust advertising </li></ul>SOURCE: Socialnomics by Erik Qualman and companion YouTube Video
  12. 13. The Conversation Prism Source: By Brian Solis of PR 2.0.
  13. 14. There are Many Tools <ul><li>Tools don’t do anything, people do. </li></ul>
  14. 16. There are Many Tools <ul><li>“ People go to their blogs, to message boards, chat rooms, and forums, really, to talk to one another. And they talk spontaneously about products, services, and their lives… You’re not prejudicing them by asking a question. You are listening in, or overhearing conversations that are taking place spontaneously.” </li></ul><ul><li>-- Janet Eden-Harris, VP of Web Intelligence, J.D. Power and Associates </li></ul><ul><li>Source: Market Sherpa: Market Research with Social Media </li></ul>
  15. 17. A Plan
  16. 18. Your Social Media Plan <ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Share </li></ul><ul><li>Create </li></ul><ul><li>Build </li></ul><ul><li>Nurture </li></ul>aka LOVE L - Listen O - Offer V - Visit E - Engage
  17. 19. But First we Need to Measure Implementing marketing campaigns is worthless unless you know how they performed. I.e. What is the ROI (return on investment)? Remember, even you’re not paying to promote, on social networks, you’re still spending time.
  18. 20. Measuring Marketing Campaigns <ul><li>Web = Digital </li></ul><ul><li>Digital = Trackable </li></ul><ul><li>Trackable = Analytics </li></ul><ul><li>Analytics makes it easier than ever to measure performance of marketing campaigns </li></ul>
  19. 21. Measuring Marketing Campaigns <ul><li>Types of campaigns and tools </li></ul><ul><ul><li>Driving Visits to the Website </li></ul></ul><ul><ul><ul><li>Google Analytics [FREE] </li></ul></ul></ul><ul><ul><ul><li>Webstat </li></ul></ul></ul><ul><ul><ul><li>Omniture </li></ul></ul></ul><ul><ul><li>Facebook Fan Page/Advertising </li></ul></ul><ul><ul><ul><li>Facebook Insights [FREE] </li></ul></ul></ul><ul><ul><li>Twitter Engagement </li></ul></ul><ul><ul><ul><li> [Free] </li></ul></ul></ul><ul><ul><ul><li>http://www. hootsuite .com [Free] </li></ul></ul></ul><ul><ul><ul><li>Many others </li></ul></ul></ul><ul><ul><li>Social Media Marketing Performance Tracking </li></ul></ul>
  20. 22. Google Analytics
  21. 23. Facebook Insights
  22. 24. Facebook Insights
  23. 25. Twitter Engagement Tracking
  24. 26. Social Media Marketing Performance Tracking <ul><li>Radian6 - </li></ul><ul><li>Biz360 - </li></ul><ul><li>Trendrr - </li></ul><ul><li>Infegy - </li></ul><ul><li>ScoutLabs - </li></ul><ul><li>Unilyzer - </li></ul>
  25. 27. Always More… <ul><li>20 Tools for Tracking Social Media </li></ul>
  26. 28. Back to the Plan
  27. 29. Two Ways to conduct Market Research with Social Media <ul><li>Manually (I.e. using your or your employee’s time) </li></ul><ul><li>Use a service (Services can be pricey, but save you time) See We’ll look at the manual small-scale research methods first. </li></ul>
  28. 30. 1. Listen <ul><li>In 15 minutes or less, start by Setting up Google Alerts - receive alerts when your brand, product or competitor is mentioned online Then </li></ul><ul><li>Look at what people are talking about on </li></ul><ul><li>Monitor http://www. collecta .com </li></ul>
  29. 31. 1. Listen <ul><li>Search for keywords related to your industry on </li></ul><ul><li>Find a few blogs you like and start following the posts. </li></ul>
  30. 32. 1. Listen with Google Alerts
  31. 34. 1. Listen with an RSS Reader <ul><li>See “RSS in Plain English” on YouTube </li></ul>
  32. 35. 1. Listen with Twitter
  33. 36. 1. Listen with Twitter
  34. 37. 1. Listen with Collecta
  35. 38. 1. Listen with Collecta
  36. 39. 1. Listen with StumbleUpon
  37. 40. 1. Listen with Forums (and partipate too.)
  38. 41. 1. Listen with Search Who’s your competition and what are they doing? How do you describe your product?
  39. 42. 1. Listen with Search Who’s your competition and what are they doing? How do you describe your product?
  40. 43. 1. Listen with Search
  41. 44. 1. Listen with Facebook
  42. 45. 2. Participate <ul><li>Create your Facebook Profile - </li></ul><ul><li>Join LinkedIn - </li></ul><ul><li>Get on Twitter - </li></ul><ul><li>Update your status </li></ul><ul><li>Share links, photos and content </li></ul><ul><li>Manage your profile </li></ul><ul><li>Connect with friends </li></ul><ul><li>Have some fun </li></ul><ul><li>This is just the beginning… </li></ul>
  43. 46. 2. Participate by Following
  44. 47. 2. Participate by Connecting
  45. 48. 2. Participate by Connecting Join Groups and join the conversation
  46. 49. 2. Participate by Adding Value
  47. 50. 2. Participate by Adding Value
  48. 51. 2. Participate in the Conversation
  49. 52. 2. Participate by Commenting
  50. 53. 2. Participate by Asking and Answering
  51. 54. 2. Participate by Asking and Answering <ul><li>Join existing communities and post questions to the group </li></ul>
  52. 55. 2. Participate by Polling
  53. 56. 2. Participate by Polling
  54. 57. 2. Participate in Polls
  55. 58. 2. Participate by Polling http://polls. linkedin .com/poll-results/79055/kjpnp
  56. 59. 3. Share <ul><li>Share: </li></ul><ul><li>What are you doing? </li></ul><ul><li>Links to good articles, how-to’s, advice, recipes, stories, feelings </li></ul><ul><li>Photos </li></ul><ul><li>Thoughts </li></ul><ul><li>Expertise </li></ul><ul><li>Cool stuff </li></ul><ul><li>Be you, you’re wonderful! </li></ul>
  57. 60. 3. Share <ul><li>Share: </li></ul><ul><li>What are you doing? </li></ul><ul><li>Links to good articles, how-to’s, advice, recipes, stories, feelings </li></ul><ul><li>Photos </li></ul><ul><li>Thoughts </li></ul><ul><li>Expertise </li></ul><ul><li>Cool stuff </li></ul><ul><li>Be you, you’re wonderful! </li></ul>
  58. 61. 4. Create <ul><li>Location, location, location = Content, content CONTENT! </li></ul><ul><li>If Content is King, Who’s the Queen? </li></ul><ul><li>You are a journalist if you want to be </li></ul><ul><li>Your opinion matters </li></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Facebook notes </li></ul></ul><ul><ul><li>Frequent posts </li></ul></ul>
  59. 62. 4. Create <ul><li>Create your own blog and collect information to inform your target audience about your mission </li></ul>
  60. 63. 5. Build <ul><li>Community </li></ul><ul><ul><li>Share, create, participate and add value </li></ul></ul><ul><ul><li>Contests </li></ul></ul><ul><ul><li>Invitations </li></ul></ul><ul><ul><li>Parties </li></ul></ul><ul><ul><li>Engage </li></ul></ul>
  61. 64. 6. Nurture <ul><li>Nurture: </li></ul><ul><li>Follow-up with people - send “in” messages, post on walls </li></ul><ul><li>Participate - remember it’s a dialog </li></ul><ul><li>Respond to things people are sharing - like? </li></ul><ul><li>Check-in with people </li></ul><ul><li>Listen - it’s a dialog </li></ul><ul><li>Show you care, because you do </li></ul>
  62. 65. What are the benefits? <ul><li>Build trust </li></ul><ul><li>Build followers </li></ul><ul><li>Add opportunities for people to find you </li></ul><ul><li>Increase links to your website </li></ul><ul><li>Improve your search engine ranking </li></ul><ul><li>Increase brand awareness </li></ul><ul><li>Create a community you can talk with </li></ul><ul><li>Create a community you can survey </li></ul>
  63. 66. Be Different, Be Remarkable
  64. 67. Do’s and Don’t’s in Social Networking
  65. 68. Do <ul><li>Use a photo for profile pictures </li></ul><ul><li>Post as often as possible </li></ul><ul><li>Listen </li></ul><ul><li>Share </li></ul><ul><li>Give credit (RT) </li></ul><ul><li>Participate </li></ul><ul><li>Cross Pollinate (integrate accounts) </li></ul>
  66. 69. Don’t <ul><li>Write or say anything you wouldn’t do or say in front of your mother </li></ul><ul><li>Broadcast </li></ul><ul><li>SHOUT </li></ul><ul><li>Copy </li></ul><ul><li>Forget about the elephant! </li></ul>
  67. 70. SM Market Research Plan <ul><li>Create a way to survey/collect feedback from your target audience via </li></ul><ul><ul><li>Surveys ( ) </li></ul></ul><ul><ul><li>Polls ( , ) </li></ul></ul><ul><ul><li>Forums (search for these with keywords related to your industry) </li></ul></ul><ul><ul><li>Blog comments (by commenting on other blogs and/or creating your own blog) </li></ul></ul><ul><ul><li>Informal questions and answer collection (Facebook, Twitter) </li></ul></ul><ul><ul><li>Contests (Facebook, Twitter, Email) </li></ul></ul><ul><li>Be you (think HUMAN) and ask your immediate network to participate and share your survey </li></ul><ul><ul><li>Start with social networks (Ask, say please, request RTs, and repeat) </li></ul></ul><ul><ul><li>Then ask people via email (Apologize for duplicatation if any) </li></ul></ul><ul><li>Say Thank You </li></ul><ul><li>Share Your Research Findings and ask for more comments </li></ul><ul><li>Rinse and Repeat </li></ul>
  68. 71. Remember the Secret? It’s not about marketing, it’s about relationships and trust.
  69. 72. Thank You! With special thanks to Michaela Hayes for inviting me to talk with you today. Susan Barnes’ Contact Info: [email_address] http://www. susby .com http://twitter. com/susby Phone/SMS: (415) 305-6403 Also check out Classes for Causes