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Do We REALLY Have To Be….

                                                            Social?


http://www.lebjournal.com/newz/about/	

                                           Social Media for Market Research
Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.
Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

     Advertising: A form of communication intended
     to persuade an audience (viewers, readers or
     listeners) to purchase or take some action upon
     products, ideals, or services.
Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

         Advertising: A form of communication intended
         to persuade an audience (viewers, readers or
         listeners) to purchase or take some action upon
         products, ideals, or services. 
Marketing Research: Systematic gathering and interpretation of information
about individuals or organizations using the statistical and analytical methods
and techniques of the applied social sciences to gain insight or support decision
making; 

a form of applied sociology that concentrates on understanding the preferences,
attitudes, and behaviors of consumers in a market-based economy, and it aims to
understand the effects and comparative success of marketing campaigns.
Marketing: (AMA) The activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

         Advertising: A form of communication intended
         to persuade an audience (viewers, readers or
         listeners) to purchase or take some action upon
         products, ideals, or services. 
Marketing Research: Systematic gathering and interpretation of information
about individuals or organizations using the statistical and analytical methods
and techniques of the applied social sciences to gain insight or support decision
making; 

a form of applied sociology that concentrates on understanding the preferences,
attitudes, and behaviors of consumers in a market-based economy, and it aims to
understand the effects and comparative success of marketing campaigns.
Norm: A designated standard of average performance
of people of a given age, background, etc.
Norm: A designated standard of average performance
of people of a given age, background, etc.


    Abnormality: Deviating from the normal, or
    differing from the typical; departure or deviation of
    an individual from society’s unwritten rules
    (norms).
Norm: A designated standard of average performance
of people of a given age, background, etc.


     Abnormality: Deviating from the normal, or
     differing from the typical; departure or deviation of
     an individual from society’s unwritten rules
     (norms).


 Causes of Social Deviation:	

          ✦ Lack in socialization	

          ✦ Rigidity of culture	

          ✦ Unpopular social laws	

          ✦ Extra ordinary exploitation	

          ✦ Cultural invasion
an evolution in communication could
potentially result in a paradigm shift in
 communications-related professions
the history of market research	





                         http://www.flickr.com/photos/textexin/382148255/	

                        search.cio.co.uk/tag/oil	

                         http://www.flickr.com/photos/clintjcl/225598357/
the marketing attention spectrum	





http://www.flickr.com/photos/helloflux/4031893693/	


http://www.textually.org/Listening-Recording-Device.jpg
engagement spectrum
engagement spectrum	


✦ Intra-personal	

✦ Inter-personal	

✦ Needs	

✦ Wants	

✦ Banter	

✦ Dialogue
engagement spectrum	


                              ✦ Intra-personal	

✦ Intra-personal	

                              ✦ Inter-personal	

✦ Inter-personal	

                              ✦ Needs	

✦ Needs	

                              ✦ Wants	

✦ Wants	

                              ✦ Requires catalyst	

✦ Banter	

                              ✦ Traditionally high
✦ Dialogue	

                              barrier of entry
engagement spectrum	


                              ✦ Intra-personal	

✦ Intra-personal	

                              ✦ Inter-personal	

      ✦ Inter-personal	

✦ Inter-personal	

                              ✦ Needs	

               ✦ Conversation	

✦ Needs	

                              ✦ Wants	

               ✦ Experience	

✦ Wants	

                              ✦ Requires catalyst	

   ✦ Engagement	

✦ Banter	

                              ✦ Traditionally high     ✦ Dialogue	

✦ Dialogue	

                              barrier of entry
engagement spectrum	


                                           ✦ Intra-personal	

✦ Intra-personal	

                                           ✦ Inter-personal	

                    ✦ Inter-personal	

✦ Inter-personal	

                                           ✦ Needs	

                             ✦ Conversation	

✦ Needs	

               Interruption	

                            Barriers	

                                           ✦ Wants	

                             ✦ Experience	

✦ Wants	

                                           ✦ Requires catalyst	

                 ✦ Engagement	

✦ Banter	

                                           ✦ Traditionally high                   ✦ Dialogue	

✦ Dialogue	

                                           barrier of entry
engagement spectrum	


                                           ✦ Intra-personal	

✦ Intra-personal	

                                           ✦ Inter-personal	

                    ✦ Inter-personal	

✦ Inter-personal	

                                           ✦ Needs	

                             ✦ Conversation	

✦ Needs	

               Interruption	

                            Barriers	

                                           ✦ Wants	

                             ✦ Experience	

✦ Wants	

                                           ✦ Requires catalyst	

                 ✦ Engagement	

✦ Banter	

                                           ✦ Traditionally high                   ✦ Dialogue	

✦ Dialogue	

                                           barrier of entry
engagement spectrum	


                                             ✦ Intra-personal	

  ✦ Intra-personal	

                                             ✦ Inter-personal	

                    ✦ Inter-personal	

  ✦ Inter-personal	

                                             ✦ Needs	

                             ✦ Conversation	

  ✦ Needs	

               Interruption	

                            Barriers	

                                             ✦ Wants	

                             ✦ Experience	

  ✦ Wants	

                                             ✦ Requires catalyst	

                 ✦ Engagement	

  ✦ Banter	

                                             ✦ Traditionally high                   ✦ Dialogue	

  ✦ Dialogue	

                                             barrier of entry	



Anthropology	

Ethnography	

 Psychology
engagement spectrum	


                                             ✦ Intra-personal	

  ✦ Intra-personal	

                                             ✦ Inter-personal	

                    ✦ Inter-personal	

  ✦ Inter-personal	

                                             ✦ Needs	

                             ✦ Conversation	

  ✦ Needs	

               Interruption	

                            Barriers	

                                             ✦ Wants	

                             ✦ Experience	

  ✦ Wants	

                                             ✦ Requires catalyst	

                 ✦ Engagement	

  ✦ Banter	

                                             ✦ Traditionally high                   ✦ Dialogue	

  ✦ Dialogue	

                                             barrier of entry	



Anthropology	

Ethnography	

 Psychology	




                                             Marketing	

                                             Advertising
engagement spectrum	


                                             ✦ Intra-personal	

  ✦ Intra-personal	

                                             ✦ Inter-personal	

                       ✦ Inter-personal	

  ✦ Inter-personal	

                                             ✦ Needs	

                                ✦ Conversation	

  ✦ Needs	

               Interruption	

                            Barriers	

                                             ✦ Wants	

                                ✦ Experience	

  ✦ Wants	

                                             ✦ Requires catalyst	

                    ✦ Engagement	

  ✦ Banter	

                                             ✦ Traditionally high                      ✦ Dialogue	

  ✦ Dialogue	

                                             barrier of entry	



Anthropology	

                                                                     Traditional MR	

Ethnography	

                                                                           Sales	

 Psychology	

                                                                            HR	

                                                                                      Cust. Serv.	

                                                                                          PR	


                                             Marketing	

                                             Advertising
engagement spectrum	


                                             ✦ Intra-personal	

  ✦ Intra-personal	

                                             ✦ Inter-personal	

                       ✦ Inter-personal	

  ✦ Inter-personal	

                                             ✦ Needs	

                                ✦ Conversation	

  ✦ Needs	

               Interruption	

                            Barriers	

                                             ✦ Wants	

                                ✦ Experience	

  ✦ Wants	

                                             ✦ Requires catalyst	

                    ✦ Engagement	

  ✦ Banter	

                                             ✦ Traditionally high                      ✦ Dialogue	

  ✦ Dialogue	

                                             barrier of entry	



Anthropology	

                                                                     Traditional MR	

Ethnography	

                                                                           Sales	

 Psychology	

                                                                            HR	

                                                                                      Cust. Serv.	

                                                                                          PR	


                                             Marketing	

                                             Advertising
external shift	

                                            Brand	




share of
 voice	





            Consumer	




                          connectivity
external shift	



            Consumer	

                     Brand	

share of
 voice	





                          connectivity
external shift	



                                    Consume
                                   engagement	

                                        r	

share of
 voice	





                 connectivity
applied to MR	



business	

            research	

       consumer	





   discovery	

       expansion	

   validation	


    observe	

         discuss	

     survey	

     survey	

         discuss	

    observe
evolving process	



  business	

     consumer	




          research
evolving process	



  business	

    consumer	




          research
realized	

marketing	

   advertising	

         PR	

   MR
realized	

marketing	

   PR	

   advertising	

   sales	

   cust. serv.	

   SM	





                        marketing research
what’s the future of market research?	





                    can you handle the truth?	

http://incogman.files.wordpress.com/2007/12/
ucanthandlethetruth.jpg
the social media slot machine
           matters
Social Media in Market Research (SO. CA QRCA)
location, location, location
mashups
the digital profile
Social Media in Market Research (SO. CA QRCA)
Social Media in Market Research (SO. CA QRCA)
Social Media in Market Research (SO. CA QRCA)
Social Media in Market Research (SO. CA QRCA)
focus on the influencers!
“who are we talking to?”	

               vs. 	

“how many people are we talking to?”
the new power 	

                                                 of 	

                                                n=1	




photo credit: flickr - theparadigmshifter
communities as a hub for MR
communities as a hub for MR
Social Media in Market Research (SO. CA QRCA)
Social Media in Market Research (SO. CA QRCA)
bringing it all together
convergence of marketing research and
       marketing/advertising.....	





   ...it really is ok...most of the time
it’s not direct selling......	





                        and don’t talk about it.......	

http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html
a socially interactive approach	

   at SXSW 2009 and 2010
Social Media in Market Research (SO. CA QRCA)
Social Media in Market Research (SO. CA QRCA)
what is the bottom line?
the cost of failure
innovation vs stagnation
the evolving need is for holistic
research solutions that fit with
  marketing efforts seamlessly
what the heck do YOU want?	



  what makes me care?
look at SM in two ways:	


what it means to the industry	


 what it offers as a MR tool
in that same line of thinking....	


what does it mean to my business?	

   think like a research buyer!
a true time of opportunity for MR
           professionals	


   avoid fear-based barriers and
capitalize on your expertise in this
 new opportunistic environment
evolution in communications, but a
revolution in business functionality
   and organizational structure.
when it’s all said and done...no
  matter how effective your MR
is.....it comes down to execution
Social Media in Market Research (SO. CA QRCA)
POSTER by ROLAND REINER TIANGCO
please keep in touch!
Ben@SpychResearch.com	

     215.501.2341	

  SpychResearch.com	

        @SpychResearch	

        .com/in/Benjamin Smithee	


       /spych

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Social Media in Market Research (SO. CA QRCA)

  • 1. Do We REALLY Have To Be…. Social? http://www.lebjournal.com/newz/about/ Social Media for Market Research
  • 2. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
  • 3. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services.
  • 4. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making; a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • 5. Marketing: (AMA) The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Advertising: A form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. Marketing Research: Systematic gathering and interpretation of information about individuals or organizations using the statistical and analytical methods and techniques of the applied social sciences to gain insight or support decision making; a form of applied sociology that concentrates on understanding the preferences, attitudes, and behaviors of consumers in a market-based economy, and it aims to understand the effects and comparative success of marketing campaigns.
  • 6. Norm: A designated standard of average performance of people of a given age, background, etc.
  • 7. Norm: A designated standard of average performance of people of a given age, background, etc. Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms).
  • 8. Norm: A designated standard of average performance of people of a given age, background, etc. Abnormality: Deviating from the normal, or differing from the typical; departure or deviation of an individual from society’s unwritten rules (norms). Causes of Social Deviation: ✦ Lack in socialization ✦ Rigidity of culture ✦ Unpopular social laws ✦ Extra ordinary exploitation ✦ Cultural invasion
  • 9. an evolution in communication could potentially result in a paradigm shift in communications-related professions
  • 10. the history of market research http://www.flickr.com/photos/textexin/382148255/ search.cio.co.uk/tag/oil http://www.flickr.com/photos/clintjcl/225598357/
  • 11. the marketing attention spectrum http://www.flickr.com/photos/helloflux/4031893693/ http://www.textually.org/Listening-Recording-Device.jpg
  • 14. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Needs ✦ Wants ✦ Wants ✦ Requires catalyst ✦ Banter ✦ Traditionally high ✦ Dialogue barrier of entry
  • 15. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
  • 16. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
  • 17. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry
  • 18. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Ethnography Psychology
  • 19. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Ethnography Psychology Marketing Advertising
  • 20. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Traditional MR Ethnography Sales Psychology HR Cust. Serv. PR Marketing Advertising
  • 21. engagement spectrum ✦ Intra-personal ✦ Intra-personal ✦ Inter-personal ✦ Inter-personal ✦ Inter-personal ✦ Needs ✦ Conversation ✦ Needs Interruption Barriers ✦ Wants ✦ Experience ✦ Wants ✦ Requires catalyst ✦ Engagement ✦ Banter ✦ Traditionally high ✦ Dialogue ✦ Dialogue barrier of entry Anthropology Traditional MR Ethnography Sales Psychology HR Cust. Serv. PR Marketing Advertising
  • 22. external shift Brand share of voice Consumer connectivity
  • 23. external shift Consumer Brand share of voice connectivity
  • 24. external shift Consume engagement r share of voice connectivity
  • 25. applied to MR business research consumer discovery expansion validation observe discuss survey survey discuss observe
  • 26. evolving process business consumer research
  • 27. evolving process business consumer research
  • 28. realized marketing advertising PR MR
  • 29. realized marketing PR advertising sales cust. serv. SM marketing research
  • 30. what’s the future of market research? can you handle the truth? http://incogman.files.wordpress.com/2007/12/ ucanthandlethetruth.jpg
  • 31. the social media slot machine matters
  • 40. focus on the influencers!
  • 41. “who are we talking to?” vs. “how many people are we talking to?”
  • 42. the new power of n=1 photo credit: flickr - theparadigmshifter
  • 43. communities as a hub for MR
  • 44. communities as a hub for MR
  • 47. bringing it all together
  • 48. convergence of marketing research and marketing/advertising..... ...it really is ok...most of the time
  • 49. it’s not direct selling...... and don’t talk about it....... http://geektyrant.com/news/2010/8/1/spider-man-3d-and-men-in-black-iii-start-dates-announced.html
  • 50. a socially interactive approach at SXSW 2009 and 2010
  • 53. what is the bottom line?
  • 54. the cost of failure
  • 56. the evolving need is for holistic research solutions that fit with marketing efforts seamlessly
  • 57. what the heck do YOU want? what makes me care?
  • 58. look at SM in two ways: what it means to the industry what it offers as a MR tool
  • 59. in that same line of thinking.... what does it mean to my business? think like a research buyer!
  • 60. a true time of opportunity for MR professionals avoid fear-based barriers and capitalize on your expertise in this new opportunistic environment
  • 61. evolution in communications, but a revolution in business functionality and organizational structure.
  • 62. when it’s all said and done...no matter how effective your MR is.....it comes down to execution
  • 64. POSTER by ROLAND REINER TIANGCO
  • 65. please keep in touch!
  • 66. Ben@SpychResearch.com 215.501.2341 SpychResearch.com @SpychResearch .com/in/Benjamin Smithee /spych