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The increasing complexity of the consumer purchase journeys means that traditional market research is struggling to effectively measure consumer attitudes, motivations and behavior. The emergence of social media and online customer communities have created a new rich palette of information and insight. This presentation outlines why traditional surveys are failing and how intelligent social media measurement and customer/online communities can provide the full picture. In other words, how these new channels can bring brands and customers even closer together and how the feedback and opinion can truly become the beating heart of business.
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When communities become the beating heart of business
Matt KingPhil Hutton
Helping to bring customers and brands closer together
• Designing better products• Developing smarter communications• Creating more satisfying services
Why are we here today?
Have a
Need
View Ad
Go to Store
Compare Options
Buy Item
Use Item
Feel positive
or negative
Awareness & Interest Evaluation Commitment & Decision
Usage & Experience
Satisfaction & Loyalty
Choose best
Option
Used to be like this:
The brand-customer relationship
Is now this:
Have a Need
Search Online
Read Blog
View TV Ad
Watch YouTube
Ad
View Online
Ad
Watch Video
on Phone
Like on Facebook
Look on Websites
Read Reviews
Download App
Compare Online Stores
Compare Retail Stores
Buy in Store
Buy Online
Demo product in Store
Use Item
Satisfaction& Loyalty
Rate & Review Product
Recommend
Write Blog
Social Media
Channels
The brand-customer relationship
Face to Face
1960s
Postal
1970s
Telephone
1980s
1990s
2000s
2010s
Online Panels
The evolution of consumer research
One-sided
Interrogatory
Intrusive
Boring
The ghost of research past
Online Panels
Limited control Shallow profiling
Remote & Distant
‘In it to win it’
Focus Groups
Easy to influence
One off snap shot
Small numbers
Intimidating
Online Qualitative
Lack of group dynamics
Distractions
Anonymity
The ghost of research present
Owned Social Media
Campaign targetingBrand Visibility & Buzz
Monitoring
Intrusive
Positivity
Anonymity
Depth
Online Community
Control
Profiling
Depth
Continuity
Monitoring
Closeness
Balance Managed
Free-Range Social Media
Brand Reach
Spontaneity
Control
Monitoring
Anonymity
Depth
Passive
Ghost of research future
Current customers
Brand specific online
communities
Online Panels
The Opinion Exchange
Social media channels
Specialist recruitment
International communities
Prospective and competitor customers
Widening the reach and depth
Things Social Media can tell us
Size of the conversation
Reach of the conversation
Influence of the conversation
Engagement with the conversation
Share of the conversation
Things Communities can tell us
Answers to complex questions
Evolution over time
Considered feedback
Common purpose
Targeting and profiling
Achieving a holistic insight blend
Things Social Media can tell us
Size of the conversation
Reach of the conversation
Influence of the conversation
Engagement with the conversation
Share of the conversation
Real time and ongoing
Inclusive, consultative & engaging
Driven by brand experience
Spontaneous conversations in their words
Limitless knowledge and breadth
Hidden insight
More for less
Why the new channels are the way ahead
Invitation
Motivation
Content
Management
Reward
Churn
How do we make communities work?
• Hyper-engagement, moderating community & policing shared groups Co-
owner
• Creating fresh content, groups and mentoringColleague
• Collaboration to a common purpose and goalsCollaborator
• Growing social cohesion through common interestsCommunity Member
• Recruiting the right number and the right profileConsumer
Incr
easin
g en
gage
men
t in
onlin
e cu
stom
er co
mm
unity
Stages of member engagement
A window into people’s lives
The dynamic and interactive nature of social media and online communities mean there are many DIRECT outputs:
Conversations and Threads
Surveys and Polls
Likes and Dislikes
Photos and Video Audio Walls and
GraffitiFriend
clustersThematic
groups Trends
Analysis, filtration and distillation of content into meaningful commercial insights
Video summaries and debriefs
Voice of the customer audio
Online reporting and dashboards
Traditional debriefs & workshops
Text and comment analytics
Quantitative metrics
Putting communities into practice
The BIG questions
How does the economic climate affect the perception & purchasing behaviours towards premium brands and designer outlets?
What factors drive consumer decision-making when researching and buying holidays through online channels?
Could Waitrose integrate a credible ‘home product’ offer within its grocery floor space – without confusing the customer?
The beating heart in practice
The beating heart in practice
Reach Timing
Quality Business case
Phil HuttonMSc, MMRS
Career: Gallaher, Research International, Harris Interactive, OSRS
Expertise: Customer satisfaction, Observation, Online methodologies
Markets: Retail, Public Sector, Automotive, Leisure and Hospitality
Client Experience: BP, BSkyB, Sainsbury’s, JLP, Whitbread, YUM, McDonalds, BK
Matt King
MBA, PhD
Career: Boots, GfK, Research International, TNS, Synovate, Brandquest
Expertise: Brand Equity, Innovation, Social Media, Online Communities
Markets: Retail, Consumer & Technology
Client Experience: Tesco, Waitrose, M&S, Nestle, P&G, , BSkyB, O2, J&J, HTC
Quick who’s who
