Why Micro is the New Macro: Insights from Small Online Groups
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The document summarizes a presentation by Julie Wittes Schlack of Communispace on why micro engagement is becoming more important than macro engagement. Schlack argues that people want more intimate social circles and relationships with brands, they want to feel they are having an impact, and privacy is becoming more important. She provides examples showing people share more and are more engaged in smaller, private settings than large public forums. Companies need to better understand customers through micro-level insights from small, targeted groups to replace declining engagement from mass audiences.
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Why Micro is the New Macro: Insights from Small Online Groups
- 1. A Presenta*on from the NewMR Communi*es Event 15 February 2013 All copyright owned by The Future Place and the presenters of the material For more informa:on about NewMR events visit h?p://newmr.org For more informa:on about dub visit h?p://dubstudios.com Event Sponsor Why Micro is the New Macro Julie Wi?es Schlack Communispace
- 2. 2Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 WHY MICRO IS THE NEW MACRO Julie Wittes Schlack, SVP of Innovation and Design
- 3. 3Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 People want smaller, more intimate, more meaningful social circles People want brand relationships with a human face Companies need to better understand their customers Privacy is starting to matter again People want to feel that they are having an impact 3 Why Micro is the new Macro People want smaller, more intimate, more meaningful social circles People want brand relationships with a human face Companies need to better understand their customers Privacy is starting to matter again People want to feel that they are having an impact
- 4. 4Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 20134 Having an impact in giving … Google Survey: If you had $100 to donate to charity, what would be more important to you in deciding where to use it?
- 5. 5Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Having an impact in giving … 5
- 6. 6Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Having an impact in investing 6 Google Survey: If you had $5000 to invest, would you rather invest it in a...
- 7. 7Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Having an impact in investing … 7
- 8. 8Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Having an impact in buying 8
- 9. 9Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 20139 Why is micro the new macro?Why is micro the new macro? People want smaller, more intimate, more meaningful social circles People want to feel that they are having an impact People want brand relationships with a human face Companies need to better understand their customers Privacy is starting to matter again
- 10. 10Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201310 Profile “pruning” is on the rise. Deleting unwanted friends, comments and photo tags grows in popularity.* 63% have deleted people from their “friends” lists *Privacy Management on Social Media Sites, Pew Internet and American Life Project, February 24, 2012
- 11. 11Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Micro-social networks, group messaging 11 Kibits is designed to give you just the social network you need, precisely when you need it, with just the people you want to be involved, presenting only the content you want to share in that context, … In many ways, Kibits can be your one- stop-shop for creating ‘micro-social networks’ — for your friends to hash out your weekend plans, another for your family to stay in touch, and a third for that project at work where your team can’t quite seem to get on the same page Be together, when you’re apart, An app for just the two of you. Texting, sharing videos, photos, sketching together and more.
- 12. 12Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Engagement declines as the fan base grows 12 From emarketer.com
- 13. 13Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 People share more in small, private settings 13 “In this group of three hundred, we got three times more responses than in our Facebook group of 40,000.” Steve Baird, Strategic Planning Manager at QANTAS Frequent Flyer
- 14. 14Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201314 “I would just like to say how honored I have felt during this entire adventure. …In my very small and humble opinion, I think it is easier to get a better understanding of what mom’s are trying to say within a smaller community. The larger the community, the more opinions and broader scope (which isn’t always a plus), and one usually has less communication range with the provider of the community. In plain English, you just can’t be heard!” People want to feel heard
- 15. 15Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201315 Why is micro the new macro? People want brand relationships with a human face People want to feel that they are having an impact Companies need to better understand their customers Privacy is starting to matter again People want smaller, more intimate, more meaningful social circles
- 16. 16Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201316 Relationships matter
- 17. 17Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201317 Why is micro the new macro? Companies need to better understand their customers People want to feel that they are having an impact Privacy is starting to matter again People want smaller, more intimate, more meaningful social circles People want brand relationships with a human face
- 18. 18Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201318 The most vocal are not necessarily the most typical Google Survey: When posting an opinion or a review online, which would you prefer?
- 19. 19Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 “Private settings are the norm, regardless of age”* 19
- 20. 20Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Social media usage has risen, but not public sharing 20 Two-thirds of online adults have a profile on a social networking site, and most restrict access to friends only … and 11% of social networking users have posted content they now regret.
- 21. 21Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 21 WHAT WOULD YOU SHARE? 45 128 32 147 This Communispace community The brand-sponsored website 94 172 75 167 50 213 14 55 22 105
- 22. 22Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Getting Big Insights from Small Groups 22
- 23. 23Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 USE FOR: • Shopper insights • Geo-tagged multi-media journals • Tracking brand encounters 23 MOBILE ETHNOGRAPHY PURPOSE: Allow members to illustrate a series of events, encounters, or process by sending text/pictures/ video/audio via smart phone
- 24. 24Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 USE FOR: • Real time feedback or in the moment experiences (i.e. shop-along or secret shopping mission) • Group collaboration – converse with individuals or groups of people instantly (including those outside of the community) • Share media and documents 24 MOBILE COLLABORATION PURPOSE: Allows users to connect with other individuals or groups in real time through their mobile device, and share pictures, video, and other media.
- 25. 25Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 USE FOR: • Concept Testing • Identify most promising ideas • Pricing 25 PREDICTION MARKETS PURPOSE: Use gaming approach and harness “The Wisdom of the Crowd” to assess the appeal and likely success of a product or concept (as an alternative to purchase intent surveys).
- 26. 26Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 2013 Q & A Ray Poynter Vision Critical University Julie Wittes Schlack Communispace
- 27. 27Julie Wittes Schlack, Communispace, USA Session 3: Research Communities, March 15, 201327 QUESTIONS? LET’S TALK. Julie Wittes Schlack jwschlack@communispace.com @jwschlack http://blog.communispace.com