SIS International Research at AIMRI conference in Rome 2010.

1. Presented to AIMRI Conference on Panels
Rome
March 5, 2010
Michael Stanat
Research Executive
SIS International Research

2. Agenda
 Make Social Media more actionable for market researchers
 Explain what end-clients ultimately want from this research
 Explore new tools at our disposal
 Explain how to integrate new & old methods for robust solutions

3. What is Social Media
“Conversation
Prizm”
by
guru
Brian
Solis
at
http://www.briansolis.com/2008/08/introducing-­‐conversation-­‐prism/

4. Why it matters
 New marketplace & customer behavior
 Success or failure for organizations
 Supports recruitment & traditional research
Social Media = New Opportunities for Researchers
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

5. Getting Clients on Board
Daily
Minutes
per
Visitor
POSITIVE ONLINE ENGAGEMENT
 51% of SM-enabled users say SM
Widely
Distributed
Social
media
influenced purchases
&
Paid
ad
 97% of US brand ‘followers’ would
Socia
medial
(e.g.
Twitter)
&
Paid
Search
Ad
purchase or recommend products
Social
Media
-­‐
widely
distributed
 SM is 2.8 times more effective than paid
ads
Social
Media
(e.g.
Twitter)
 More SM-users search daily for product
Paid
Search
Ad
Only
terms than non-SM users
 300% - 500% growth in Facebook users
Total
internet
aged 35-65
0
50
100
150
200
 Growth area in integrating SM in
Customer Service
Adapted
from
Conscore
2009
–
“The
Influenced”

6. Getting Clients on Board
NEGATIVE CUSTOMER
ENGAGEMENT
 56% of SM-enabled users
refused purchasing due to
negative reviews
 Companies are falling
behind in guiding their
brand online
 London Underground 2009
 Domino’s Pizza 2009
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

7. Social Media Research Blueprint
Uncovering
Unmet Needs
Monitoring
Opinion &
Feedback
Testing Niche
Markets
Competitive
Intelligence
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

8. I. Uncovering Unmet Needs
Approaches
 YouTube, TED, Qik, Twitter, Linkedin, Yahoo
Answers
 Research blogging
Case study: SIS Netnography: “Cosmetic Addicts”
Key Success Factors
 Time maximization
 Reading beneath the surface for insights
 Noting research gaps
Challenges
 Proactivity vs. Passivity
 Clients DIY: Unilever, Dell, Marks &Spencers
Uncovering Unmet Needs
Monitoring Opinion &
Testing Niche Markets Competitive Intelligence
Feedback

9. II. Monitoring Opinion & Feedback
Approaches
 Research communities: Cotterweb
 Chatter Tracking: Brandtology, Radian6,
Bazaar Voice
 Reviews: Yelp, Linkedin Answers
 Trends: Twitter Summize, BlogPulse
Case Study: SIS Brandtology
Key Success Factors
 Time maximization
 Diversification of sources
Challenges
 Treating opinion as representative
Monitoring Opinion &
Feedback
Uncovering Unmet Needs Testing Niche Markets Competitive Intelligence

10. III. Testing Niche Markets
Approaches
 Foodbuzz.com, Second Life,
StumbleUpon, Ning, Hobby blogs
 Audience measurement:
Quantcast
Case Study
 SIS Alzheimer's Care Taker study
Key Success Factors
 Engaging in respondents’ terms
Challenges
 Retaining respondents
Testing Niche Markets
Monitoring Opinion &
Uncovering Unmet Needs Competitive Intelligence
Feedback

11. IV. Gathering Market/Competitive Intelligence
Approaches
 BusinessWeek Exchange
 Industry bulletin boards
 Google Alerts
 Compete.com
 “Blurking” on employee blogs
 Competitor hiring sites
Success Factors & Challenges
 Diversification of sources
 Uncovering meaningful content
Competitive Intelligence
Monitoring Opinion &
Uncovering Unmet Needs Testing Niche Markets
Feedback

12. Recruitment Efficiency
Cultivate
Mutually- Approach
Flexible
Beneficial many
incentive
Relationships targeted
management
& Partner sources
Sponsorship
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

13. Conclusions
 Social Media supports multiple research
practices.
 Robust solutions integrate new & traditional
methods.
 Longterm opportunities & challenges exist with
clients’ own D.I.Y social networks.
 Researchers’ value is engaging & making sense
of an important, dynamic customer touchpoint.
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.

14. We’re Social
Sources
Business
Insights
–
“Enterprise
Technology
Trends
in
2010”
ROI
research
Nov
2008
Harris
Oct
2009
The
Influenced.
Comscore
2009.
hGp://www.flickr.com/photos/deciter_interacMons/