Following the True Leaders - Your Customers

Following the True Leaders –
Your Customers
December 1, 2011 * Todd Harff * ICAA

AGENDA

In the next 60 minutes …

• Market Research – Then & Now
• Where Your Customers Are Leading You
• New Opportunities, New Concerns
• Social ~ Web ~ Email
(three new places to get insights & how to
apply them for better marketing results)
• Process for Market Research 2.0
• Q&A

@CreatingResults #ICAA2011

BUT FIRST

• What do you want to do?
• What question must be answered to achieve that
goal, but you need more data?
• What do you wish you knew about your
prospects?


Market Research: Then & Now

Online Surveys
• A/B split testing
• Phone • Random
Surveys sampling
• Mail Surveys • Random
question order
• Piping



• Crowdsourcing
• Concept • Ranking
Testing • Voting



• Online
• Focus Groups panels/research
communities



• Day in the life
blogs
• Focus Groups • Digital diaries
• Online
ethnographies



• Pop up polls
• Web analytics
• Call &
• Mystery customer
Shopping interaction
monitoring
• Alerts


TIP: Use Google Alerts to
monitor brand sentiment with
saved searches for your brand
name and key words such as
LIKE, LOVE, HATE and
COMPLAINTS.

“Del Webb + complaints”
uncovered this blog filled with
submissions from unhappy
homeowners.

TIP: Use Call Source to track
calls AND listen to the clips
for customer insights, to
monitor quality of salespeople
and more.


• Formal/informal
monitoring of
chats, message
• Intercept
boards, forums
surveys
• FB polls
• Online surveys


Market Research 2.0

• Information & insights offered
– Formally - Informally
– Without the customer knowing they’re offering
them
• Opportunities for gathering, recording and analyzing
data
– At a lower cost
– In an automated fashion
– In real time


CONTEXT

Source: Pew Research & American Life “Generations Online in 2009”


2010 RESEARCH
Popular Website Categories - ALL
Mortgage 21%
News 24%
Senior Living 25%
Fitness 37%
Shopping 38%
Education 51%
NonProfit 53%
Financial 56%
Real Estate 57%
Local 60%
Health 74%
Travel 87%
0% 20% 40% 60% 80% 100%
Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf


NEW SOURCES,
CHALLENGES,
& OPPORTUNITIES

New Sources – New Challenges

• Sources
– Cookies, trackers
– Analytics, Real-time analytics
– Monitoring/listening
• Challenges
– Respecting privacy
– Securing data
– Analyzing the flood of data


Find out who is tracking you at http://on.wsj.com/n4YAFv


Like Least About Social Networking (by Age)
20.00%
18.6%
18.00%

16.00%

13.8%
14.00%

12.00%
11.7%

10.00% 9.5% 9.5%

8.00% 7.0%
6.9%
6.00%
4.44% 4.8% 4.7%
3.89%
4.00%

2.00%

0.0%
0.00%

Privacy/Exposure Privacy/Safety Privacy/Intrusion
40-54 Pct 55-64 Pct 65-74 Pct 75+ Pct

Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf


New Opportunities
• New Opportunities
– Consumer benefits
• more relevant content
• customized
experiences
• short cuts & sharing
– Marketer benefits
• more targeted
• more cost-efficient
• more effective


GET CLOSE. NOT CREEPY.


Key Source #1:
SOCIAL MEDIA

For lists of resources & links, visit
www.MatureMarketingMatters.com

Facebook Insights – built in,
available to all page admins

Twitter: Seek and ye shall find

• Set up searches within HootSuite et al – or use
twilerts
• Your brand name +
– LIKE
– LOVE
– DISLIKE
– HATE
– FAIL
– SERVICE


LinkedIn Insights – built in,

Currently feel circles are best source for insights in
Google+ - see who is influencing your influencers

YouTube Insights – built in,

Extra, Extra!

• Monitoring the social sphere
– (Paid) Social Media Monitoring services
– (Free) Google alerts


Key Source #2:
WEBSITE ANALYTICS

Google Analytics

TIP: Make sure Analytics code
is on EVERY page of the site,
not just some pages.


TIP: See what keywords
attract best traffic then create
more content optimized for
those words.


TIP: Use custom reports for a
more actionable picture.


Extra, Extra!


TIP: Get the benefits of online
surveys even if administered
offline and you’ll see more
quantifiable, actionable data.

TIP: Use Quantcast and Alexa
to evaluate other sites for
advertising or PR
opportunities.

Email Service Providers

• Benefits
– CAN SPAM compliance – White listing
– Better tracking and metrics
– Segmentation
• Options
– Constant Contact
– MailChimp
– iContact
– Exact Target
– Get Response


Must Track

• Open rates • Click throughs
– Hourly/daily • Bounce rates
– Subject lines, sender,
other variables
TIP: Those who opened
within first hours of an email
message are “hot leads.”


Must Track

• Subscribes/unsubscribes
• Shares
• Forward to a Friend


Extra, Extra!

• Most ESPs allow for CRM integration
• Benefits
– Reduce data entry error
– Reduce data entry time (don’t have to export the list)
– Seamless data dump straight into your lead database
– More complete picture of leads and prospects


TIP: Encourage subscribers to
tell you what they’re most
interested in, then honor their
preferences. You’ll enjoy higher
open rates, click through and
loyalty.


TIP: Targeted emails can
improve open rates by 10%
or more.


Process

1. Learn
– Listen to your
customers
– Analyze what you
have learned
– Develop strategies,
objectives and
action items based
on the analysis


Process

2. ACT! Apply the
insights for greater results
– Sales team
– Marketing/PR teams
– Programming
– Customer service
– Leadership


Process

3. Measure what matters
& adapt


Dance Lessons

Platforms, resources, tools
mentioned here AND many,
many more on our blog

MatureMarketingMatters.com

For the next week


Stop Shouting – Start Following
"To watch us dance is to hear our hearts speak."


2010 RESEARCH

QUESTIONS?
CREATING RESULTS
toll-free 888-205-8899

www.CreatingResults.com
BLOG: www.MatureMarketingMatters.com
www.twitter.com/CreatingResults
Experts in marketing to mature consumers


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