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Market“New”
Rese
arch
#newqual
Ben Smithee
2010
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?
research, design, marketing, communication, feedback
synergistic channel
multi-input/output
SM helps to flip the funnel
advertising
marketing
ResearchPR
insights
customer
advertising
marketingResearch
PR
insights
it’s no longer about shouting
1,000 100 10
it’s about building and maintaining relationships
10 100 1,000
amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
self-promotion takes a backseat to generosity
photo credit: Catalogue for philanthropy
showing our clients....
a brand is not what “you” say it is, it is what they say it is:
it’s about the community
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!
focus on the influencers!
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
seek first to understand
photo credit: leadingandlovingit.wordpress.com
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
syndicate
my daily newspaper
bloggers have a voice
monitor traffic
the eyeballs are moving
www.smart-distribution.co.uk/.../index.html edutech.csun.edu/aln/?q=node/201
content is still king
...it’s not all about the Benjamins
video chat/journaling
tubemogul
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
Analytics, Internal Utilization
it’s not really about building MROCs!
it’s about providing a platform for engagement
communities form....
respondent communities
how do I sell this to my client?
S.H.O.C.K.Sincere
Competition
HolisticOpportunity
Knowledge
examples from experience?
thatsnotcool.com
✦guest videos✦youtube✦facebook ✦myspace
thatsnotcool.com
✦1Million + pageviews✦Press coverage in NYT, Chicago Tribune, Today Show✦over 200,000 callout cards sent✦Over 29,000 Facebook fans
a socially interactive approachat SXSW 2009 and 2010
SM in recruiting, interviewing, follow-up, logistics,
deliverables
www.youtube.com/spychresearchvideography and production by @JohnFilm
looking forward
research is evolving
research has evolved
research is evolving
further movement toward true engagement and online communities
augmented reality/ location-based applications and advertising
where are you?
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 set of tools and methods to obtain consumer insights
as our clients begin to understand this evolution, they
will expect us to as well.
the evolving need is for holistic research solutions that fit with marketing efforts seamlessly
please keep in touch!
@SpychResearchSpychResearch.com
.com/in/Benjamin Smithee
/ben.smithee
215.501.2341
