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The Social Media Revolution in Market Research

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Presentation given by Ben Smithee at the May 22nd DFW American Marketing Association Market Research Meeting in Dallas Texas.

How social media applies to the world of market research and communication
Ben Smithee - Managing Partner, Spych Market Analytics, LLC

Ben@SpychResearch.com
215-501-2341

Publicado en: Empresariales, Tecnología
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  • social media had become a reliable source of primary data for market research .. i wrote an artiocle on it on my blog , give it a look http://www.jasica.in/2012/01/four-reasons-why-social-media-is-most.html
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The Social Media Revolution in Market Research

  1. 1. Thank You
  2. 2. Ben Smithee !
  3. 3. #AMAMR @SpychResearch ?’s encouraged
  4. 4. social media web 2.0 social networking interactive marketing inbound marketing new media
  5. 5. topics: what is it? how is it changing what we do? why is it valuable to us as researchers? where do we start? where is it going?
  6. 6. synergistic channel research, design, marketing, communication, feedback
  7. 7. short, real-time, txt, audio, video
  8. 8. multi-input
  9. 9. multi-output
  10. 10. evolution of marketing and brand communication strategies
  11. 11. it’s no longer about shouting 1,000 100 10
  12. 12. it’s about building and maintaining relationships 10 100 1,000
  13. 13. names you are tired of hearing
  14. 14. names you are tired of hearing by understanding these
  15. 15. you can better understand these
  16. 16. where does social media fit in MR?
  17. 17. amazingly intimate
  18. 18. everyone is becoming a researcher results now!
  19. 19. experience today’s consumers: 1. blog 2. comment 3. vlog 4. tweet 5. talk to others 6. call customer service
  20. 20. benefits to understanding SM and its value to MR
  21. 21. the potential value of SM
  22. 22. fastest growing community site -1,382% increase in visits 475,000 unique in Feb 2008 - 7 million in Feb 2009 131% increase in March up to 9.3 Million largest age group adults 35 - 49
  23. 23. realize the massive potential... but don’t under-estimate the power of one!
  24. 24. US Airways flight – Janis Krum, ferry passenger, first to tweet before any traditional media
  25. 25. how can I successfully apply this to market research
  26. 26. seek first to understand
  27. 27. understand the strengths/ weaknesses and applications for appropriate implementation
  28. 28. real-ti line? me up te on dates ica un unbiased buzz om m ersc om st c cu olle Y do my ge en w G ho does utilizing SM make sense for your project? non-i ntrus ive m B2 onito techn B ring ology tion e? erva o th ey us obs t too ls d te wha tim a in
  29. 29. social media monitoring
  30. 30. bloggers have a voice
  31. 31. tweetgrid
  32. 32. tweetdeck
  33. 33. monitor traffic
  34. 34. video is king
  35. 35. video chat/journaling
  36. 36. i’m finally on facebook... now what?
  37. 37. harness its power effectively
  38. 38. but I’m interested in my company
  39. 39. so are all of these people
  40. 40. if you haven’t figured it out, it’s not about your network...it’s about theirs!
  41. 41. the power is in groups
  42. 42. isn’t YouTube just for ridiculous home videos?
  43. 43. not anymore Youtube - search - Sprint “now”
  44. 44. instant feedback and reviews
  45. 45. the “new” news
  46. 46. customization
  47. 47. user and crowd-sourced customization
  48. 48. secure corporate networks
  49. 49. an example from experience?
  50. 50. a socially interactive approach at SXSW 2009
  51. 51. SM in recruiting, interviewing, follow-up, logistics, deliverables
  52. 52. www.youtube.com/spychresearch
  53. 53. looking forward
  54. 54. enhanced corporate acceptance
  55. 55. further movement toward video
  56. 56. real-time video streams
  57. 57. global standard
  58. 58. what is the bottom line?
  59. 59. SM is not for everyone and everything
  60. 60. we are past “twitter is cool” and “get a facebook page”
  61. 61. perception is reality
  62. 62. SM gives us another valuable tool to obtain consumer insights
  63. 63. used appropriately, you can mine honest & candid feedback from audiences eager to voice opinions
  64. 64. please keep in touch!
  65. 65. Ben Smithee SpychResearch.com @SpychResearch Benjamin Smithee Spych Fan Page
  66. 66. still not fully convinced? ben@dgaqual.com (215) 501-2341
  67. 67. Sources Advertising Age blogpulse emarketer Facebook Google Linkedin Nielsen twitter youtube

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