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Traditionally, brand marketers have spent substantial resources on market research to understand who their customers are, what they are interested in and how they behave. Now brands can turn to their social networks to reveal powerful data about fans and followers for a fraction of the price, and without ever pulling together a focus group.When done right, social market research dives deeper than surface-level demographics and interests. It employs multivariate analysis of consumer attitudes, values, behaviors, beliefs, and sentiment to uncover fans’ affinity for other brands, competitors, interests, media properties and more. The learning has powerful practical applications for brand marketing strategies and tactics: • Selecting appropriate media targets online and off.• Helping better position the brand.• Highlighting messages fans respond to best, which can influence content online and off.• How often to post on social networks and what keywords to use.
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Market ResearchGOES SOCIAL
A selection of slides for our 2013 SXSW PanelPicker Proposal
A Peek Behind The Social Curtain
• Social communities can reveal rich, actionable
data about customers, clients and entire markets
• Who are your fans, what do they like, what do
they do
• Learnings inform social, online and offline
marketing strategies
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PROFILE OF A BRAND’S FAN
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LIFESTYLE PROFILE
LIFESTYLE PROFILE [WHAT THEY READ]
Fan reading preferences surround personal interests and connection with people– Cooking and Entertainment interests also found
LIFESTYLE [WHAT THEY SUPPORT]
High affinity for Female and Children-related causes
LIFESTYLE [WHERE THEY GO]
Low Affinity in travel interests – top family travel interests align with the family-oriented profile
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BRAND AFFINITY FOR COMPETITORS
POTENTIAL APPLICATIONS
• Target and grow your base of engaged users, or any other
underrepresented segments
• Identifying interests in media reveals other media channels
through which to reach your fans/customers/clients
• Understand the lifestyle of your fans to best position your
brand
• Recognizing the messages, imagery, offers and promotions
your fans are responding to influences online and offline
decision making
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