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Social?�
Do We REALLY Have To Be….�
Social Media for Market Research�http://www.lebjournal.com/newz/about/
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making;
a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making;
a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
Norm: A designated standard of average performance of people of a given age, background, etc.
Norm: A designated standard of average performance of people of a given age, background, etc.
Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
Norm: A designated standard of average performance of people of a given age, background, etc.
Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
Causes of Social Deviation:
✦ Lack in socialization ✦ Rigidity of culture ✦ Unpopular social laws ✦ Extra ordinary exploitation ✦ Cultural invasion
an evolution in communication could potentially result in a paradigm shift in communications-related professions
the history of market research
http://www.flickr.com/photos/clintjcl/225598357/
search.cio.co.uk/tag/oil
http://www.flickr.com/photos/textexin/382148255/
the marketing attention spectrum
http://www.textually.org/Listening-Recording-Device.jpg
http://www.flickr.com/photos/helloflux/4031893693/
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
engagement spectrum
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Marketing Advertising
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Traditional MR Sales HR
Cust. Serv. PR
Marketing Advertising
engagement spectrum
Interruption
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Banter ✦ Dialogue
✦ Intra-personal ✦ Inter-personal ✦ Needs ✦ Wants ✦ Requires catalyst ✦ Traditionally high barrier of entry
✦ Inter-personal ✦ Conversation ✦ Experience ✦ Engagement ✦ Dialogue
Barriers
Anthropology Ethnography Psychology
Traditional MR Sales HR
Cust. Serv. PR
Marketing Advertising
engagement spectrum
Interruption
Brand
share of voice
connectivity
external shift
Consumer
Consumer Brand
share of voice
connectivity
external shift
Consumer
engagement
share of voice
connectivity
external shift
business research consumer
discovery expansion validation
observe
survey
survey discuss
observe discuss
applied to MR
business
research
consumer
evolving process
business
research
consumer
evolving process
marketing advertising PR MR
realized
marketing advertising PR SM
realized
sales cust. serv.
marketing research
can you handle the truth? http://incogman.files.wordpress.com/2007/12/ucanthandlethetruth.jpg�
what’s the future of market research?
the social media slot machine matters
location, location, location
mashups
the digital profile
focus on the influencers!
“who are we talking to?” vs.
“how many people are we talking to?”
the new power of
n=1
photo credit: flickr - theparadigmshifter �
communities as a hub for MR
communities as a hub for MR
bringing it all together
convergence of marketing research and marketing/advertising.....
...it really is ok...most of the time
it’s not direct selling......
and don’t talk about it....... http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html
a socially interactive approach at SXSW 2009 and 2010
what is the bottom line?
the cost of failure
innovation vs stagnation
the evolving need is for holistic research solutions that fit with marketing efforts seamlessly
what the heck do YOU want?
what makes me care?
look at SM in two ways:
what it means to the industry
what it offers as a MR tool
in that same line of thinking....
what does it mean to my business? think like a research buyer!
a true time of opportunity for MR professionals
avoid fear-based barriers and capitalize on your expertise in this new opportunistic environment
evolution in communications, but a revolution in business functionality
and organizational structure.
when it’s all said and done...no matter how effective your MR
is.....it comes down to execution
POSTER by ROLAND REINER TIANGCO
please keep in touch!
