Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.

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

2. 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

3. 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?
@CreatingResults #ICAA2011

4. Market Research:
THEN & NOW

6. Market Research: Then & Now
Online Surveys
• A/B split testing
• Phone • Random
Surveys sampling
• Mail Surveys • Random
question order
• Piping
@CreatingResults #ICAA2011

7. Market Research: Then & Now
• Crowdsourcing
• Concept • Ranking
Testing • Voting
@CreatingResults #ICAA2011

8. Market Research: Then & Now
• Online
• Focus Groups panels/research
communities
@CreatingResults #ICAA2011

9. Market Research: Then & Now
• Day in the life
blogs
• Focus Groups • Digital diaries
• Online
ethnographies
@CreatingResults #ICAA2011

10. Market Research: Then & Now
• Pop up polls
• Web analytics
• Call &
• Mystery customer
Shopping interaction
monitoring
• Alerts
@CreatingResults #ICAA2011

11. 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.

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

13. Market Research: Then & Now
• Formal/informal
monitoring of
chats, message
• Intercept
boards, forums
surveys
• FB polls
• Online surveys
@CreatingResults #ICAA2011

14. 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
@CreatingResults #ICAA2011

15. WHERE YOUR
CUSTOMERS ARE

16. CONTEXT
Source: Pew Research & American Life “Generations Online in 2009”
@CreatingResults #ICAA2011

17. 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
@CreatingResults #ICAA2011

18. @CreatingResults #ICAA2011

19. @CreatingResults #ICAA2011

20. NEW SOURCES,
CHALLENGES,
& OPPORTUNITIES

21. New Sources – New Challenges
• Sources
– Cookies, trackers
– Analytics, Real-time analytics
– Monitoring/listening
• Challenges
– Respecting privacy
– Securing data
– Analyzing the flood of data
@CreatingResults #ICAA2011

22. Find out who is tracking you at http://on.wsj.com/n4YAFv
@CreatingResults #ICAA2011

23. 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
@CreatingResults #ICAA2011

24. New Opportunities
• New Opportunities
– Consumer benefits
• more relevant content
• customized
experiences
• short cuts & sharing
– Marketer benefits
• more targeted
• more cost-efficient
• more effective
@CreatingResults #ICAA2011

25. GET CLOSE. NOT CREEPY.
@CreatingResults #ICAA2011

26. Key Source #1:
SOCIAL MEDIA
For lists of resources & links, visit
www.MatureMarketingMatters.com

27. Facebook Insights – built in,
available to all page admins

32. Upgraded metrics

34. HootSuite stats– built in

35. 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
@CreatingResults #ICAA2011

37. LinkedIn Insights – built in,
available to all page admins

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

43. YouTube Insights – built in,
available to all page admins

45. Extra, Extra!
• Monitoring the social sphere
– (Paid) Social Media Monitoring services
– (Free) Google alerts
@CreatingResults #ICAA2011

47. Key Source #2:
WEBSITE ANALYTICS

48. Google Analytics
TIP: Make sure Analytics code
is on EVERY page of the site,
not just some pages.
@CreatingResults #ICAA2011

49. TIP: See what keywords
attract best traffic then create
more content optimized for
those words.
@CreatingResults #ICAA2011

50. TIP: Use custom reports for a
more actionable picture.
@CreatingResults #ICAA2011

51. Extra, Extra!
@CreatingResults #ICAA2011

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

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

56. Key Source #3:
EMAIL METRICS

57. Email Service Providers
• Benefits
– CAN SPAM compliance – White listing
– Better tracking and metrics
– Segmentation
• Options
– Constant Contact
– MailChimp
– iContact
– Exact Target
– Get Response
@CreatingResults #ICAA2011

58. 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.”
@CreatingResults #ICAA2011

59. Must Track
• Subscribes/unsubscribes
• Shares
• Forward to a Friend
@CreatingResults #ICAA2011

60. Extra, Extra!
@CreatingResults #ICAA2011

61. 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
@CreatingResults #ICAA2011

62. 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.
@CreatingResults #ICAA2011

63. TIP: Targeted emails can
improve open rates by 10%
or more.
@CreatingResults #ICAA2011

64. PROCESS

65. PROCESS

66. Process
1. Learn
– Listen to your
customers
– Analyze what you
have learned
– Develop strategies,
objectives and
action items based
on the analysis
@CreatingResults #ICAA2011

67. Process
2. ACT! Apply the
insights for greater results
– Sales team
– Marketing/PR teams
– Programming
– Customer service
– Leadership
@CreatingResults #ICAA2011

68. Process
3. Measure what matters
& adapt
@CreatingResults #ICAA2011

69. Dance Lessons
Platforms, resources, tools
mentioned here AND many,
many more on our blog
MatureMarketingMatters.com
For the next week
@CreatingResults #ICAA2011

70. Stop Shouting – Start Following
"To watch us dance is to hear our hearts speak."
@CreatingResults #ICAA2011

71. 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
@CreatingResults #ICAA2011