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

1. Thank You

2. Ben Smithee
!

3. #AMAMR
@SpychResearch
?’s encouraged

4. social media
web 2.0
social networking
interactive marketing
inbound marketing
new media

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. synergistic channel
research, design, marketing,
communication, feedback

7. short, real-time, txt, audio, video

8. multi-input

9. multi-output

10. evolution of marketing and
brand communication strategies

11. it’s no longer about shouting
1,000 100 10

12. it’s about building and
maintaining relationships
10 100 1,000

13. names you are tired of hearing

14. names you are tired of hearing
by understanding these

15. you can better understand these

16. where does social media fit in MR?

18. amazingly intimate

19. everyone is becoming a researcher
results now!

20. experience
today’s consumers:
1. blog
2. comment
3. vlog
4. tweet
5. talk to others
6. call customer service

21. benefits to understanding SM and
its value to MR

22. the potential value of SM

24. 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

26. realize the massive potential...
but don’t under-estimate the
power of one!

27. US Airways flight – Janis Krum, ferry passenger,
first to tweet before any traditional media

28. how can I successfully apply this
to market research

29. seek first to understand

30. understand the strengths/
weaknesses and applications for
appropriate implementation

31. 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

32. social media monitoring

33. bloggers have a voice

34. tweetgrid

35. tweetdeck

36. monitor traffic

37. video is king

38. video chat/journaling

39. i’m finally on facebook...
now what?

40. harness its power effectively

41. but I’m interested in my company

42. so are all of these people

44. if you haven’t figured it out, it’s not
about your network...it’s about theirs!

45. the power is in groups

46. isn’t YouTube just for ridiculous
home videos?

47. not anymore
Youtube - search - Sprint “now”

48. instant feedback and reviews

49. the “new” news

51. customization

52. user and crowd-sourced
customization

53. secure corporate networks

54. an example from experience?

55. a socially interactive approach
at SXSW 2009

56. SM in recruiting, interviewing,
follow-up, logistics, deliverables

57. www.youtube.com/spychresearch

58. looking forward

59. enhanced corporate acceptance

60. further movement toward video

61. real-time video streams

62. global standard

63. what is the bottom line?

64. SM is not for everyone and
everything

65. we are past “twitter is cool” and
“get a facebook page”

66. perception is reality

67. SM gives us another valuable tool
to obtain consumer insights

68. used appropriately, you can mine
honest & candid feedback from
audiences eager to voice opinions

69. please keep in touch!

70. Ben Smithee
SpychResearch.com
@SpychResearch
Benjamin Smithee
Spych Fan Page

71. still not fully convinced?
ben@dgaqual.com
(215) 501-2341

72. Sources
Advertising Age
blogpulse
emarketer
Facebook
Google
Linkedin
Nielsen
twitter
youtube