QRCA St. Louis Chapter Presenatation

MarketResearch

“New”

Ben Smithee

2009

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

Personal Branding

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

ResearchPR

insights

customer

advertising

marketingResearch

PR

insights

amazingly intimate

Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html

if you haven’t figured it out, it’s not about your network...it’s

about theirs!

the power is in groups

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. blog2. comment3. vlog4. tweet5. talk to others6. call customer service

experience

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

my daily newspaper

bloggers have a voice

monitor traffic

video is migrating

video chat/journaling

tubemogul

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

syndicate

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 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

@SpychResearchSpychResearch.com

.com/in/Benjamin Smithee

/ben.smithee

215.501.2341