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Presentation for the 2009 Annual QRCA Conference
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MarketResearch
New
Ben Smithee
2009
?’s encouraged@SpychResearch
#QRCA09
photo credit: flickr - theparadigmshifter
The result of true engagement
ask questionsshare thoughtspersonalize examples
topicswhat is it?
how is it changing research?what’s its value to us?
where do we start?where is it going?
evolution of marketing and brand communication
strategies
the modern business is constantly innovating, not to
“win”, but to survive
research, design, marketing, communication, feedback
synergistic channel
multi-input/output
it’s no longer about shouting
1,000 100 10
it’s about building and maintaining relationships
10 100 1,000
amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
where does social media fit in MR?
names you are tired of hearing
names you are tired of hearing
by understanding these
you can better understand these
SM helps to flip the funnel
advertising
marketing
ResearchPR
insights
customer
advertising
marketingResearch
PR
insights
companies are constantly implementing new SM
strategies.
how can we develop research that increases success, lowers risk and raises profitability?
companies are constantly implementing new SM
strategies.
how can we develop research that increases success, lowers risk and raises profitability?
today’s consumers:1. blog2. comment3. vlog4. tweet5. talk to others6. call customer service
experience
results now!
benefits to understanding SM and its value to MR
the value potential value of SM
fastest growing community site -1,382% increase in visits
475,000 unique in Feb 08 - 7 million Feb 09
largest age group adults 35 - 49
131% increase in March up to 9.3 Million
realize the massive potential...but don’t under-estimate the
power of one!
US Airways flight – Janis Krum, ferry passenger, first to tweet before any
traditional media
how can I successfully apply this?
seek first to understand
how do my customers communicate online?
what tools do they
use?
real-time updates unbiased buzz
non-intrusive monitoring
intimate
observation
GenYcollege
B2Btechnology
does utilizing SM make sense for your project?
social media monitoring
Monitor and Engage
twitterel
bloggers have a voice
monitor traffic
video is crucial
video chat/journaling
vimeo and viddler
tubemogul
syndicate
i’m finally on facebook...now what?
harness its power effectively
but my clients are interested in their company
so are all of these people
if you haven’t figured it out, it’s not about your network...it’s
about theirs!
the power is in groups
isn’t YouTube just for ridiculous home videos?
not anymore
Youtube - search - Sprint “now”
instant feedback and reviews
video credit: Youtube.com - “Coleman Campsite”
Merging Traditional and New Media
customized for your needs
user and crowd-sourced customization
firewalled micro-blogging
Analytics, Internal Utilization
an example from experience?
thatsnotcool.com
✦guest videos✦youtube✦facebook ✦myspace
a socially interactive approachat SXSW 2009
SM in recruiting, interviewing, follow-up, logistics,
deliverables
www.youtube.com/spychresearchvideography and production by @JohnFilm
looking forward
enhanced corporate acceptance
further movement toward interactive communication
what is the bottom line?
SM is not for everyone and everything
we are past “twitter is cool” and “get a facebook page”
targeted messages are becoming less “targeted” as
communication becomes more transparent
SM gives us another valuable tool to obtain consumer
insights
as our clients begin to understand this evolution, they
will expect us to as well.
please keep in touch!
@SpychResearchSpychResearch.com
.com/in/Benjamin Smithee
/ben.smithee
215.501.2341
SourcesAdvertising Age
emarketer blogpulse
youtube twitter Nielsen
