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Presentation given by Ben Smithee and Ricardo Lopez to Philadelphia QRCA Chapter
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Market!Research!
Professional !
The “New”!
photo credit: flickr - theparadigmshifter!
The result of true engagement!
ask questions! share thoughts! personalize examples!
Social Networking Social Media Web 2.0
Social media refers to activities, practices, and behaviors among communities of people who gather online to share information, knowledge, and opinions using conversational media. Conversational media are web based applications
that make it possible to create and easily transmit content in the form of words, pictures, videos, and audios.
The Social Media Bible - Lon Safko and David K. Brave
What does it mean
multi-input/output
A New Way of Thinking!
it’s no longer about shouting
1,000! 100! 10!
it’s about building and maintaining relationships
10! 100! 1,000!
SM helps to flip the funnel
advertising!marketing!
Research!PR!
insights!
customer!
advertising!
marketing!Research!
PR!
insights!
amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html!
Personal Branding!
A Marketing Tool o Expand your reach and build a reputation
o Stay in front of clients o Establish credibility and professionalism
o Keeps your business up to date and relevant
"Everything you do is how you are seen" Jason Baer
#1 SM Benefit: People Will Talk about you!
#1 SM Fear: People Will talk about you!
Watch Out!
• Time management
• Privacy
• Etiquette
Social Media Etiquette • Give more than you expect to receive. • Do not say anything online that you would not say to someone in
a personal interaction. Play nice! • Contribute; add value; add content. • Be respectful. • Do not be pushy. • Generate trust by building �
quality relationships. • Stay engaged and present in �
the SM space you frequent.
• Compared to other social networks
o Business focused o Relatively easy to use o More structured o Little advertising
How is it different?
• Create a profile • Grow your network • Use your network
o People find you / you find other people
• Optional - more advanced features o Answers, groups,
status updates, etc.
How it works
• Clients are using LI; you want to be seen
• Establishes credibility
• Know the people you are about to meet o who is emailing or
calling you o prep for client meeting
• Proactively search out potential clients
Benefits
• Fill it out completely • Use a photo • Include email in last
name or summary description section
• Include links to your website, blogs, slide shows
• Update your profile regularly so you show up in the LinkedIn updates
Prepare your profile
• Let LI search email addresses
• Invite anyone you meet related to business
• Use school and employer match tools
• Customize invitations - marketing!
Discuss: Should you accept all invitations?
Build your network
• Find someone you want to meet o search by titles, location,
company, keywords
• Can ask to be introduced via one of your connections o Closer connections are more
successful
• Or go directly with InMails
Introductions
• Recommendations o Write them for other
people; they will write them for you
o Or ask for them- tools
• Status updates o "What are you working on
now?" o More passively tap your
network
Enhancements
• Thousands of groups o Join o Create
• Adds logo to profile o reinforces specialties
• Introduces you to whole new network
• Quality varies
Groups
To pay or not to pay?
Answers section
• Large social networking site where users add friends, share messages, photos, information, games, etc.
• Can also join
What is it?
More fun and personal than LinkedIn or Twitter
Different?
Seeing personal side of business world opens up new level of connectivity
Business Benefits
Profile
• Can assign different levels of access
• May want to keep your home address, phone and primary email off
• Can have different user profiles
Privacy
• Post on your wall • Facebook email • Chat • Private messages • Pokes • Status Updates
Communicating
• Microblogging • Send "tweets" - 140 character
messages - to those who are following you
• Two segments o Friends communicating real
time o Business networking, sharing
information, news
What is it?
Like a large party!
• Keep in touch with friends, family, coworkers, colleagues
• Build a community o Meet and get to know new people
• Keep on top of the marketplace • Create an image for yourself
o expertise . . . and personality • Drive traffic to your site or blog • Freedom to follow/drop anyone • Posts are short
Benefits
Follow & Build a community of
followers
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
today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
experience
benefits to understanding SM and its value to MR
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
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!
college!
technology!
does utilizing SM make sense for your project?
social media monitoring
monitor and engage
my daily newspaper
bloggers have a voice
monitor traffic
video is migrating
video chat/journaling
respondent communities
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
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 approach at SXSW 2009
SM in recruiting, interviewing, follow-up, logistics, deliverables
looking forward
enhanced corporate acceptance
further movement toward interactive communication and online communities
augmented reality/ location-based applications and advertising
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 engaging
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!
ben@SpychResearch.com
@SpychResearch
732.613.0060
.com/in/BenjaminSmithee
.com/ben.smithee
215.501.2341
ricardo@hispanicresearch.com
@RicardoALopez
.com/ricardo.a.lopez
.com/in/hispanicresearch
Thanks!!!!
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