Insight Gathering

Ann Arbor Spark Marketing Roundtable June, 9 2009 Insight Gathering & Campaign Measurement

Panel introduction Marc Paulenich Managing Director of Insights Teach for America [email_address] www.teachforamerica.org Scott Hauman shauman@daggerfin.com Director, Brand Strategy www.daggerfin.com Daggerfin @twitter.com/daggerfin Lori Dixon, PhD. Principal Great Lakes Marketing ldixon@greatlakesmartketing.com www.greatlakesmarketing.com

Impact your operations today ,[object Object],[object Object],[object Object],[object Object]

Simple truths ,[object Object],[object Object],[object Object]

Insights can be found everywhere

Simple, cost effective insight-gathering tools Kluster is a group decision-making platform that helps bubble up new ideas and see which ones fly. Kluster.com | Free to $27/month Huddle provides simple, secure online workspaces containing project and collaboration tools. Huddle.net | Free to $98/month Zoomerang is an online survey provider with access to advanced reporting tools. Zoomerang.com | Free to $199/year IdeaScale powers feedback communities. Users submit ideas while the community comments and votes on the ideas. Ideascale.com | Free to $100/month Competitous is a web-based service that provides your company with the ability to collaboratively share and manage competitive knowledge. Competitious.com | Free The Archivist is a tool for mining for Tweets, saving them and exporting them to Excel for reporting purposes. Flotzam.com/archivist | Free

Great, free listening tools Google Alerts allows you to easily target keywords that are important to your brand and receive streaming or batched reports. Google.com | Free Technorati is the leading blog search engine. Technorati.com | Free Jodange. Through its TOM (Top of Mind) app, you can track consumer sentiment about your brand or product across the Web. Jodange.com |Free for 30 days Trendrr allows you to know how your brand or product is trending. It uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality. Trendrr.com | Free Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms. Facebook.com/lexicon | Free Monitter. Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere. Monitter.com | Free

Embrace a feedback culture ,[object Object],[object Object],[object Object],[object Object]

Lori Dixon, PhD. | Great Lakes Marketing

Great Lakes Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object]

Food for thought ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Still chewing... ,[object Object],[object Object],[object Object],[object Object],[object Object]

Case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Research platform ,[object Object],[object Object],[object Object]

Research process ,[object Object],[object Object],[object Object],[object Object]

Research process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Research process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Value of research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.” - TC CEO

Marc Paulenich | Teach For America

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Insights: part of our DNA ,[object Object]

Insights – an organizational necessity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The consumer-driven mindset ,[object Object],[object Object],[object Object],[object Object]

Entrepreneurs & insights ,[object Object],[object Object],[object Object],[object Object],[object Object]

Entrepreneurs & insights ,[object Object],[object Object],[object Object],[object Object]

Use feedback as a pipeline for innovation

Build a customer community ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Merge research with word-of-mouth ,[object Object],New view Idea: Leverage consumer involvement in research as a means to grow online advocacy among social media.

Case in point: Fiesta Movement

Engage and understand key influencers ,[object Object],[object Object],[object Object]

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Case in point ,[object Object],[object Object],[object Object],[object Object],[object Object]

Don’t just look outside the organization ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Get out of the laboratory ,[object Object],[object Object]

Parting Thoughts ,[object Object],[object Object],[object Object],“ The aim of marketing is to know and understand the consumer so well that the product sells itself.” -Peter Drucker

Insight Gathering

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