Swarovski Product Portfolio
Expectations from a client-side – Preamble <ul><li>Social media research to be happen within the legal and ethical guideli...
Expectations from a client-side – User <ul><li>Gain more transparency what role social media plays in the purchase decisio...
Expectations from a client-side – Tools / Marketing <ul><li>Tools </li></ul><ul><li>Tools that perform in semiotic mining ...
Consumers how marketing sees them…
Conclusions <ul><li>Social media research is and will be definitely a part of market research but… </li></ul><ul><li>clien...
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Alexander Linder, Swarovski, Switzerland

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The slides from the presentation of Alexander Linder for the privacy in SMR session at ESOMAR Insights 2011.

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Alexander Linder, Swarovski, Switzerland

  1. 2. Swarovski Product Portfolio
  2. 3. Expectations from a client-side – Preamble <ul><li>Social media research to be happen within the legal and ethical guidelines </li></ul>
  3. 4. Expectations from a client-side – User <ul><li>Gain more transparency what role social media plays in the purchase decision process of your consumers splitted into the different phases </li></ul><ul><li>Gain more transparency about the social media mix your consumers are using (LinkedIn, Twitter, Flickr, Youtube, Facebook, StumbleUpon, MySpace) </li></ul><ul><li>Identification of the differences / similarities of social media consumers and non-social media consumers </li></ul><ul><li>What type of consumers do have the highest affinity towards social media? </li></ul>Emergence of a need Problem recognition Information seeking Evaluation of alternatives Purchase decision Repurchase
  4. 5.
  5. 6. Expectations from a client-side – Tools / Marketing <ul><li>Tools </li></ul><ul><li>Tools that perform in semiotic mining </li></ul><ul><li>Tools that serve as a early warning system regarding brand reputation (awareness, image, positioning etc.) </li></ul><ul><li>Marketing </li></ul><ul><li>Still a matter of multichannel-marketing: what role plays social-media and how can it be embedded/integrated in the broader context? </li></ul><ul><li>Identify and attract new consumers but also build-up and retain relationships with the existing ones </li></ul><ul><li>Powerful tool to show your real consumers </li></ul>
  6. 7. Consumers how marketing sees them…
  7. 8. Conclusions <ul><li>Social media research is and will be definitely a part of market research but… </li></ul><ul><li>clients need the right tools that go beyond simple text mining </li></ul><ul><li>it has to be logically integrated into the online and offline methodology research-mix as one method </li></ul><ul><li>management of expectations is key (in-scope, out-of-scope, what’s in for us, where does it help us, etc…) </li></ul>

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