Social Media For Market Research 02 2010b

Social Mediafor

Market Research

…Are You Listening?

with Susan Barnes of Susby Internet SolutionsFebruary 27, 2010

A Guest Presentation for Marketing Research Methods in the Green MBA Program at Dominican University of California,

with Michaela Hayes

http://www.facebook.com/

http://www.linkedin.com/

http://www.twitter.com/

A Guest Presentation for Marketing Research Methods in

the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010

INTRODUCTION



What Is Social Networking?



Let’s do some marketing

• Television• Radio• Print • Billboards• Public Relations• Advertising• Trade Shows







Consumers want control



Consumers want control

“Goodbye Broadcast, Hello Conversation.”-- Shel Israel in Twitterville: How Businesses Can Thrive in the new Global Neighborhoods, c. 2009



Today’s Web Facilitates a New Experience

• It’s social

• It’s conversation

• It’s dialog

• It’s participation



The Funnel Reversed

• YOU have a voice

• Your customers have something to say

• People are listening to each other



What does it all mean?

“Content is the new democracy, and we the people are ensuring that our voices are heard”

SOURCE: Brian Solis - The Social Media Manifesto



Why Does it Matter?

78% of people trust their peers

14% trust advertising

SOURCE: Socialnomics by Erik Qualman and companion YouTube Video



The Conversation Prism

Source: By Brian Solis of PR 2.0.http://www.briansolis.com/2009/09/the-conversation-prism-the-landscape-for-international-social-networking



There are Many Tools

Tools don’t do anything, people do.





There are Many Tools“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.” -- Janet Eden-Harris, VP of Web Intelligence, J.D. Power and Associates

Source: Market Sherpa: Market Research with Social Media http://sherpablog.marketingsherpa.com/research-and-measurement/market-research-via-social-media/



A Plan



Your Social Media Plan

1. Listen2. Participate3. Share4. Create5. Build6. Nurture

aka LOVE

L - ListenO - OfferV - VisitE - Engage

aka LOVE

L - ListenO - OfferV - VisitE - Engage



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.



Measuring Marketing Campaigns

• Web = Digital

• Digital = Trackable

• Trackable = Analytics

• Analytics makes it easier than ever to measure performance of marketing campaigns



Measuring Marketing Campaigns

Types of campaigns and tools– Driving Visits to the Website

• Google Analytics [FREE]• Webstat• Omniture

– Facebook Fan Page/Advertising• Facebook Insights [FREE]

– Twitter Engagement• http://bit.ly [Free]• http://www.hootsuite.com [Free]• Many others

– Social Media Marketing Performance Tracking



Google Analytics



Facebook Insights



Facebook Insights



Twitter Engagement Tracking



Social Media Marketing Performance Tracking

• Radian6 - http://www.radian6.com

• Biz360 - http://www.biz360.com

• Trendrr - http://www.trendrr.com

• Infegy - http://www.infegy.com

• ScoutLabs - http://www.scoutlabs.com/

• Unilyzer - http://www.unilyzer.com/



Always More…

• 20 Tools for Tracking Social Media



Back to the Plan



Two Ways to conduct Market Research with Social Media

1. Manually (I.e. using your or your employee’s time)2. Use a service

(Services can be pricey, but save you time)See http://www.radian6.com/what-we-do/

We’ll look at the manual small-scale research methods first.



1. Listen

In 15 minutes or less, start by Setting up Google Alertshttp://alerts.google.com - receive alerts when your brand, product or competitor is mentioned online

Then• Look at what people are talking about on

http://search.twitter.com• Monitor http://www.collecta.com



1. Listen

Search for keywords related to your industry onhttp://www.technorati.com http://www.blogpulse.com http://www.icerocket.com

Find a few blogs you like and start following the posts.



1. Listen with Google Alerts





1. Listen with an RSS Reader

See “RSS in Plain English” on YouTube



1. Listen with Twitter



1. Listen with Twitter



1. Listen with Collecta



1. Listen with Collecta



1. Listen with StumbleUpon



1. Listen with Forums (and partipate too.)



1. Listen with Search

Who’s your competition and what are they doing?How do you describe your product?




Who’s your competition and what are they doing?How do you describe your product?






1. Listen with Facebook



2. Participate

• Create your Facebook Profile - http://www.facebook.com

• Join LinkedIn - http://www.linkedin.com• Get on Twitter - http://www.twitter.com• Update your status• Share links, photos and content• Manage your profile• Connect with friends• Have some fun• This is just the beginning…



2. Participate by Following



2. Participate by Connecting



2. Participate by Connecting

Join Groups and join the conversation



2. Participate by Adding Value



2. Participate by Adding Value



2. Participate in the Conversation



2. Participate by Commenting



2. Participate by Asking and Answering



2. Participate by Asking and Answering

• Join existing communitiesand post questions to the group



2. Participate by Polling




http://twtpoll.com/xxkefi



2. Participate in Polls




http://polls.linkedin.com/poll-results/79055/kjpnp



3. Share

Share:• What are you doing?• Links to good articles, how-to’s, advice, recipes,

stories, feelings• Photos• Thoughts• Expertise• Cool stuff

Be you, you’re wonderful!



3. Share

Share:• What are you doing?• Links to good articles, how-to’s, advice, recipes, stories, feelings• Photos• Thoughts• Expertise• Cool stuff

Be you, you’re wonderful!



4. Create

• Location, location, location = Content, content CONTENT!

• If Content is King, Who’s the Queen?• You are a journalist if you want to be• Your opinion matters

– Reviews– Facebook notes– Frequent posts



4. Create

• Create your own blog and collect information to inform your target audience about your mission



5. BuildCommunity

– Share, create, participate and add value– Contests– Invitations– Parties– Engage



6. Nurture

Nurture:• Follow-up with people - send “in” messages, post on walls• Participate - remember it’s a dialog• Respond to things people are sharing - like?• Check-in with people• Listen - it’s a dialog• Show you care,

because you do



What are the benefits?

• Build trust• Build followers• Add opportunities for people to find you• Increase links to your website• Improve your search engine ranking• Increase brand awareness• Create a community you can talk with • Create a community you can survey



Be Different, Be Remarkable



Do’s and Don’t’sin Social Networking



Do

• Use a photo for profile pictures• Post as often as possible• Listen• Share• Give credit (RT)• Participate• Cross Pollinate

(integrate accounts)



Don’t

• Write or say anything you wouldn’t do or say in front of your mother

• Broadcast• SHOUT• Copy• Forget about the elephant!



SM Market Research Plan1. Create a way to survey/collect feedback from your target audience

via • Surveys (http://www.surveymonkey.com)• Polls (http://www.polldaddy.com, http://www.twtpoll.com)• Forums (search for these with keywords related to your industry)• Blog comments (by commenting on other blogs and/or creating your own blog)• Informal questions and answer collection (Facebook, Twitter)• Contests (Facebook, Twitter, Email)

2. Be you (think HUMAN) and ask your immediate network to participate and share your survey

– Start with social networks (Ask, say please, request RTs, and repeat)– Then ask people via email (Apologize for duplicatation if any)

3. Say Thank You 4. Share Your Research Findings and ask for more comments5. Rinse and Repeat



Remember the Secret?

It’s not about marketing,it’s about relationships and trust.



Thank You!

With special thanks to Michaela Hayes for inviting me to talk with you today.

Susan Barnes’ Contact Info:[email protected]://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarnes

Phone/SMS: (415) 305-6403

Also check out Classes for Causeshttp://www.classesforcauses.orghttp://www.twitter.com/classes4causeshttp://www.facebook.com/classesforcauses

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Social Media For Market Research 02 2010b