Presented to AIMRI Conference on Panels Rome March 5, 2010 Michael Stanat Research Executive SIS International Research

Agenda
  Make Social Media more actionable for market researchers   Explain what end-clients ultimately want from this research   Explore new tools at our disposal   Explain how to integrate new & old methods for robust solutions

What is Social Media

“Conversation  Prizm”  by  guru  Brian  Solis  at  http://www.briansolis.com/2008/08/introducing-­‐conversation-­‐prism/  

Why it matters
  New marketplace & customer behavior   Success or failure for organizations   Supports recruitment & traditional research

Social Media = New Opportunities for Researchers

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

Getting Clients on Board
Daily  Minutes  per  Visitor   POSITIVE ONLINE ENGAGEMENT
  51% of SM-enabled users say SM
Widely  Distributed  Social  media   &  Paid  ad   Socia  medial  (e.g.  Twitter)  &  Paid   Search  Ad   Social  Media  -­‐  widely  distributed  

influenced purchases

  97% of US brand ‘followers’ would

purchase or recommend products ads

  SM is 2.8 times more effective than paid   More SM-users search daily for product

Social  Media  (e.g.  Twitter)  

Paid  Search  Ad  Only  

terms than non-SM users aged 35-65

Total  internet   0   50   100   150   200  

  300% - 500% growth in Facebook users   Growth area in integrating SM in

Customer Service

Adapted  from  Conscore  2009  –  “The  Influenced”  

Getting Clients on Board
NEGATIVE CUSTOMER ENGAGEMENT
  56% of SM-enabled users

refused purchasing due to negative reviews behind in guiding their brand online
  London Underground 2009   Domino’s Pizza 2009

  Companies are falling

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

Social Media Research Blueprint
Uncovering Unmet Needs

Monitoring Opinion & Feedback

Testing Niche Markets

Competitive Intelligence

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

I. Uncovering Unmet Needs
Approaches
  YouTube, TED, Qik, Twitter, Linkedin, Yahoo

Answers

  Research blogging

Case study: SIS Netnography: “Cosmetic Addicts” Key Success Factors
  Time maximization   Reading beneath the surface for insights   Noting research gaps

Challenges
  Proactivity vs. Passivity   Clients DIY: Unilever, Dell, Marks &Spencers
Uncovering Unmet Needs

Monitoring Opinion & Feedback

Testing Niche Markets

Competitive Intelligence

II. Monitoring Opinion & Feedback
Approaches
  Research communities: Cotterweb   Chatter Tracking: Brandtology, Radian6,

Bazaar Voice

  Reviews: Yelp, Linkedin Answers   Trends: Twitter Summize, BlogPulse

Case Study:

SIS Brandtology

Key Success Factors
  Time maximization   Diversification of sources

Challenges
  Treating opinion as representative

Uncovering Unmet Needs

Monitoring Opinion & Feedback

Testing Niche Markets

Competitive Intelligence

III. Testing Niche Markets
Approaches
  Foodbuzz.com, Second Life,   Audience measurement:

StumbleUpon, Ning, Hobby blogs Quantcast

Case Study
  SIS Alzheimer's Care Taker study

Key Success Factors
  Engaging in respondents’ terms

Challenges
  Retaining respondents
Testing Niche Markets Competitive Intelligence

Monitoring Opinion & Uncovering Unmet Needs Feedback

IV. Gathering Market/Competitive Intelligence
Approaches
  BusinessWeek Exchange   Industry bulletin boards   Google Alerts   Compete.com   “Blurking” on employee blogs   Competitor hiring sites

Success Factors & Challenges
  Diversification of sources   Uncovering meaningful content

Competitive Intelligence Uncovering Unmet Needs Monitoring Opinion & Feedback Testing Niche Markets

Recruitment Efficiency

Cultivate MutuallyBeneficial Relationships & Partner Sponsorship

Approach many targeted sources

Flexible incentive management

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

Conclusions
  Social Media supports multiple research

practices. methods.

  Robust solutions integrate new & traditional   Longterm opportunities & challenges exist with

clients’ own D.I.Y social networks.

  Researchers’ value is engaging & making sense

of an important, dynamic customer touchpoint.
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

We’re Social

Sources
Business  Insights  –  “Enterprise  Technology  Trends  in   2010”   ROI  research  Nov  2008   Harris  Oct  2009   The  Influenced.    Comscore  2009.   hGp://www.flickr.com/photos/deciter_interacMons/  

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