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This presentation contains research findings on the adoption of social media within the marketing research industry.
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Adoption of Social Media forMarketing and Business
Development
Kristin LuckPresidentDecipher
Dana StanleyPresident
The Operandi Group
About UsOnline survey
programmingData processing/reportingOnline survey reportingCustom technology
development Business consulting for
researchersSales/business
developmentMarketing/social media
OverviewDefinition of social media(Mis)Perceptions of social mediaIndustry study resultsHow to integrate social media as part of your
business practice:LinkedInFacebookTwitterBlogging
Takeaways
Definition
Social media is…
Participatory online media that utilize thegroup to write and direct content, rather
thanread-only media. Allows for direct contactbetween participants.
(Mis) Perceptions of Social Media
Not essential for business.
Mostly used by teens or Gen Y.
Complicated.
Overwhelming.
Social MediaMany ways to communicate online
EmailIM/ChatSocial NetworksBlogs
Social media are increasingly important to businesses in all industries
We are advising clients on how to utilize social media
How are we doing at taking advantage of social media to grow our own businesses?
MethodologyOnline Survey Field Period: August 4-21, 2009
August 4-21 – Kristin and Dana’s Industry Contact Lists Email (1,358 unique records) Refer a Friend (250 referrals)
August 13-21 – Social Media Sites Kristin and Dana’s LinkedIn, Facebook and Twitter Profiles Email to Market Research Rocks! Facebook Group (3,190
members) Posting to Market Research Global Alliance Posting to LinkedIn Groups
Market Research Global Alliance Market Research Online MR Online Qualitative Research
Methodology
IncentivesEveryone: Copy of MarginalsDrawing: Copy of Crosstabs and Report
Sample Size: 372139 from contact lists34 from friend referrals199 from social media sites
Flash Questionnaire
Flash Questionnaire
Sample Distribution - Role
2%
2%
6%
15%
14%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Field
Admin
Other
Sales/Marketing
Executive
Researcher
Sample Distribution – Company Type
2%
6%
6%
11%
16%
70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Research Association
Other
Agency
End User
Data Collection
Full Service Research
Sample Distribution – Geography
1%
2%
10%
11%
77%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Africa
South America
Australasia
Europe
North America
Sample Distribution – Associations
7%
11%
12%
17%
25%
33%
41%
48%
50%
0% 10% 20% 30% 40% 50% 60%
MRIA (Canada)
QRCA
AAPOR
MRS (UK)
ARF
CASRO
ESOMAR
AMA
MRA
Technologies Tested
Current Use
Email IM/Chat LinkedIn Facebook MySpace Twitter
Multiple Times / Day
Regularly
Occasionally
Don't Use Much
Never Tried
Never Heard0% 0% 3% 3% 1% 1%
0%8% 8% 9%
54%49%
0%6%
20% 20%
34%
20%
1%
12% 13%
33%
8% 12%
3%
26%
13%
24%
2%8%
97%
48%43%
11%2%
10%
Women Use Twitter and Facebook More
99%
76%
55%
27%
3%
15%
100%
72%
58%
44%
5%
24%
0% 20% 40% 60% 80% 100%
IM/Chat
MySpace
% multiple times per day or regularly
Women
Men
Women Use Twitter and Facebook More on Smartphones and PDAs
8%
15%
23%
29%
0% 20% 40%
% used on smartphone
Women
Men
Marketing and Sales Professionals Tend to Use LinkedIn More Than
Executives% use "regularly"
47%
65%
59%
60%
56%
27%
19%
20%
17%
0% 10% 20% 30% 40% 50% 60% 70%
Executive
Marketing/Sales
Researcher
LinkedIn Facebook Twitter
Past Year Use
Email IM/Chat LinkedIn Facebook MySpace Twitter
Increased
Stayed the Same
Decreased
N/A0%7%
13% 13%
55%49%
4% 7%
21%
11%
29%
4%
63%
16%
40%32%
12% 12%32%
70%
26%
44%
3%
35%
Business/Personal Use
0%
20%
17%
10%
73%
55%
94%
67%
37%
88%
26%
35%
100%
58%
73%
27%
2%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Neither/NA Personal Business
Positive Effect on Business
7%
8%
23%
28%
17%
24%
4%
12%
28%
25%
50%
40%
89%
80%
49%
45%
33%
36%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Don't Know No Yes
Have Used on Computer or Smartphone
74%
48%
35%
15%
7%
21%
100%
90%
88%
86%
45%
50%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
IM/Chat
MySpace
Smartphone/PDA Computer
Done It?
3%7%
16%
20%21%22%
24%28%
31%31%
39%48%
58%61%
71%72%
78%
84%93%
0% 20% 40% 60% 80% 100%
LinkedIn Poll
Facebook Poll
Given Webinar
Searched Self Twitter Search
Written Blog
Joined MRGA
Google Alert
Sent Twitter
Received Twitter
Subscribed RSS
Commented on Blog
Joined LinkedIn Group
Attended Webinar
Created LinkedIn Profile
Joined Social Network
Searched Self Google
Facebook Posting
Read Blog
Sent/Received Text
Much more buzz than
actual value so far.
Easy to get excited, hard to channel into actionable
stable results.
Hype, but does not
affect business at
all
In my company, they have
blocked a lot of social
networking websites that I
used to access.
I am not convinced that social media can
have a meaningful impact on
my business.
It really hasn't affected my company much considering most of the outlets and marketing we do is through newsletters.
I am aware of the effect of social media. However, my company is still hesitant to take advantage of
this.Just figuring out what to do with it for a business;
in particular, how to take
advantage of Twitter as an
info and marketing channel.
More hours spent per week on
fragmented - a drain on internal employee time. And expectations about corporate presence on internet - is only
increasing. Sometimes maddening. Sometimes wonderful.
So far I think it has had a negative affect (sic) on productivity. However, it will be incredibly important to use, understand
and make the most of it from a marketing perspective as time goes on.
It has provided us more channels to get the word out.
LinkedIn is the best prospecting tool ever created.
[S]ocial networks help to make business social again. Your clients and colleagues
can share in your life experiences.
As people move from company to
company, we know
immediately. This has resulted
in real sales dollars.
Through Facebook, LinkedIn, my blog, and Twitter I am keep in touch with people, before I
tended to keep in touch with companies.
It's had such an effect that we have a Social
Media Knowledge Manager who
gathers information
across our group of companies
We have recently launched a major social
media campaign to increase awareness of our brand. Don't know
yet the results.
Social media has helped us recruit consultants and
full-time hires, and has also been
helpful in gaining business leads.
INTEGRATING SOCIAL MEDIA INTO YOUR MARKETING PLAN
Create Your Own Social Media Success Story
Do you know these people?
Merrill Dubrow
Eric Bell
Brian LoCicero
Tom Anderson
Shelly Palmer
Create Your Own Social Media Success Story
How about now?
Merrill Dubrow
Eric Bell
Brian LoCicero
Tom Anderson
Shelly Palmer
Create Your Own Social Media Success Story
Do you know these companies?
Westin Hotels
United Airlines
Dr Martens
MRA
Create Your Own Social Media Success Story
Get in the game.
Be inquisitive without overwhelming yourself!
Baby steps! Learn the basics and register. Start slowly, and integrate as your comfort level increases.
Create Your Own Social Media Success StoryBenefits:CostRelevanceAccessibility (UberTwitter/Ping)TimelinessNetworkingPositioning/branding
Challenges:Can be time consuming(Quality) Content drivenMeasuring successMisuse
Create Your Own Social Media Success StoryBest tools for marketing your business…LinkedInFacebookTwitterBlogging
Be realistic about your time investment:Low to Mid:
LinkedInFacebook
High:TwitterBlogging
Using LinkedIn Look at who’s looking at your profile.
City search when traveling (who do you know in which cities?)
TripIt / SlideShare
Check out contact updates for new opportunities
Status updates
Respond to and create questions or polls (creating an “opinion
leader” profile)
Join/create groups
Information on prospective clients
See what others (competitors) are doing/announcing
Set up a company page (in addition to personal)
How I use Twitter Daily
Benefits
Using Facebook…Think through biz vs personal use (utilize subgroups)Create positive buzz around activities and travelUse it as a platform to talk about interests and initiativesUse it as a networking tool (MR Rocks! group) Investigate what is working for brands and what isn’tTarget content to specific “friend” subgroupsReserve your company nameCreate a fan page (iModerate)What to avoid…Extremist posts/rantingPosting questionable contentComplainingGetting too personalNot getting personal enough
MARKET RESEARCH ROCKS SCREEN SHOT
Twitter 101USE
“Microblogging”
Messages can be up to 140 characters
Send and receive messages either from the web or via a
mobile device
#mr hashtag
Lists
PURPOSE
Listening and engaging with clients and colleagues
Shrinks the emotional distance between you and your clients
Establish expertise and share information
Extension of online marketing initiatives
Using TwitterOrganize instant meetings (tweetups)
Alert others to timely company activities
Direct attention to good things (“retweet” useful information)
Break news faster (great for press releases!)
Follow competitors
Business development tool
Augment customer service
Stay top of mind
Drive readers to blog/websites/webinars/events, etc
Meet people in the industry
Blogging
Short, targeted essays on topics of interest to clients, prospects and colleagues.
Stay on topic.Build reputation for expertise.Setup does not need to be difficult.Utilize interactive features – video, audio.Integrate with corporate site.Drive traffic.Regularity of posts – key to driving repeat
visitors.Encourage “sharing.”Our industry is in need of more good blogs.You have a lot to share; find your voice.
Blogging
Short and frequent is betterDictate thoughts and stories, and transcribe
themCreate a schedule and rotate “due” datesFind out who on your team gets and enjoys
this stuff and assign them to help you out
At a minimum: Start reading industry blogs Reserve a domain
“I don’t have time!”
Free Google Tools
Google Alerts
Google Analytics
Google Social Search - New
Google Alerts
Google Alerts
Google Analytics
Google Social Search
Google Social Search
Keys to Integrating Your Approach
Is it easy to find you?
Do all the pieces of your social media
marketing plan work together?
Is it easy to manage?
Do you know what you want your “social
media brand” to be? Is it consistent?
Know what your intent and policies are…
How I use Twitter Daily
Benefits
Tools To Bring It All Together
FriendFeed
Ping.fm
TweetDeck
UberTwitter/TwitterBerry/TwitterFeed/Echofon
Takeaways
Use of social media for marketing is increasing- both among our clients and within our industry.
Measurement of marketing success utilizing social media is still challenging. Try not to make comparisons to traditional media.
Explore ways to integrate social media as part of your marketing campaign. Take the plunge!
Be realistic about your objectives and time commitments.
Contact Us!
Kristin LuckPresident, [email protected]
m
Dana StanleyPresident, The Operandi [email protected]
