Social Media is free marketing research—people are using blogs, Twitter, video, Facebook, forums, and other social networking sites to talk about brands without companies having to pay them to find out what they like or dislike. Because of this, social media monitoring of your brand offers real-time feedback for conducting brand and customer satisfaction research, as well as competitive intelligence. In this webcast learn how brands successfully mine online activity to: * Gain customer insights * Test new product ideas * Improve existing products * Drive brand growth

1. Listening to the Consumer
Listening to the Consumer
Is Social Media the New Market Research?
1

2. Upcoming ARF Events
Putting Listening to Work
2010 ARF Industry Leader Forum
THURSDAY JANUARY 28, 2010
Bently Reserve, San Francisco
Join us at our upcoming San Francisco event to learn how to use
listening, evaluate listening applications, develop a listening strategy,
integrate it into your existing research program, create an action plan
and apply its learnings. Get answers to your questions on listening
and develop an action plan that specifically addresses your business
needs during this interactive day.
Speakers include:
» Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy,
Altimeter Group
» Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn
» Doug Frisbie, National Social Media and Product Integration Manager, Toyota
» Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness
TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

3. Upcoming ARF Events
Re:think 2010: The ARF Annual
Convention + Expo
MARCH 22-24, 2010
Marriott Marquis, New York City
www.TheARF.org/assets/rethink-10
The ARF 2010 David Ogilvy Awards
MARCH 23, 2010
Marriott Marquis, New York City
Enter today! Submission deadline Ext January 11, 2010.
www.TheARF.org/assets/ogilvy-10
The ARF 2010 Great Mind Awards
MARCH 24, 2010
Marriott Marquis, New York City
Nominate a colleague for a Great Mind Award today.
www.TheARF.org/assets/great-mind-10

4. Welcome
Lynne d Johnson
SVP, Social Media
The ARF
Twitter: @lynneluvah
#ARFCAST
4

5. Social Media Council
Social media is becoming a critical part of progressive
marketing thinking. With the rise of social media, the
consumer has been able to drive the conversation with or
without input from the brands.
The Council will:
• Help companies understand how they can be the chief
storytellers for their own brands within the midst of all of
the noise and conversations.
• Create appropriate metrics that can gauge the impact of
marketing efforts in social media.
• Develop a plan for research/insights to bring the voice of
the human into the boardroom by “listening” to what is
said in social media as part of a cohesive research
program.
• Have the ARF leverage social media with its membership
and the marketing/media community to develop and
demonstrate successful social media marketing principles.
5

6. Listening to the Consumer
What is traditional marketing research?
6

7. Listening to the Consumer
Why it’s changing?
20% of Tweet about brands
4,130,382 fans
7

8. Listening to the Consumer
What is listening?
“The study of naturally occurring
conversations, behaviors, and signals,
that may or may not be guided, that
brings the voice of people’s lives in to the
brand” – ARF Listening Playbook
8

9. Listening to the Consumer
Why brands listen…
• Take the customer’s pulse
• Get deep insights into what consumers
say, and learn about their wants, unmet
needs and challenges
• Integrate the voice of the customer into
traditional re-search
• Redefine relationships with consumers
and bring their voice into the brand
•Understand shifts in consumer
perspectives on lif-style, category or issue
•Understand context and reasons why
9

10. Listening to the Consumer
Why brands listen…
Discover New Customers
10

11. Listening to the Consumer
Why brands listen…
Develop New Products
11

12. Listening to the Consumer
Why brands listen…
Give the consumer a voice
12

13. Listening to the Consumer
Why brands listen…
Take Brand Pulse
13

14. Listening to the Consumer
Why brands listen…
Customer Service
14

15. Listening to the Consumer
How to listen
15

16. Listening to the Consumer
16

17. Upcoming ARF Events
Putting Listening to Work
2010 ARF Industry Leader Forum
THURSDAY JANUARY 28, 2010
Bently Reserve, San Francisco
Join us at our upcoming San Francisco event to learn how to use
listening, evaluate listening applications, develop a listening strategy,
integrate it into your existing research program, create an action plan
and apply its learnings. Get answers to your questions on listening
and develop an action plan that specifically addresses your business
needs during this interactive day.
Speakers include:
» Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy,
Altimeter Group
» Steve Patrizi, Vice President, Advertising Sales and Operations, LinkedIn
» Doug Frisbie, National Social Media and Product Integration Manager, Toyota
» Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness
TO FIND OUT MORE AND REGISTER www.TheARF.org/assets/ilf

18. Thank You!
Lynne d Johnson
SVP, Social Media
The ARF
Twitter: @lynneluvah
18