3. Grant Intro
Non-traditional MarketingNon-traditional Marketing
to Spark Customer Engagementto Spark Customer Engagement
Grant Mizell (@G24NT)Grant Mizell (@G24NT)
Digital + Emerging Media |Digital + Emerging Media | PulsarPulsar
October 20, 2010October 20, 2010
34. Americans who receive news
through their mobile phone26% – USA Today, March 2010
Americans’ mobile data use of text,
email and internet surpasses voice data2009 – CITE (via NYT), May 2010
Months to reach 1 billion downloads
through the App Store.
9 – Apple, April 2009
Mobile Shift
35. Mobile Shift
86 Million iPhone/iTouch users, versus
18 million Netscape users, at Q11.
– Morgan Stanley Research, Q1 2010
36. Mobile Shift
– Pew Research, July 2010
African-Americans
continue to be the most active mobile web
users because their devices commonly function as the
primary or sole connection to the web
Latinos
&
English-
speaking
37. Mobile Shift
2012Smartphone sales will outpace
personal computer sales
– Morgan Stanley Research, Q1 2010
2011US Smartphones will outsell
traditional mobile phones
2010US Mobile browsing and Mobile
App use doubles from Q1 2009
47. Extended.
Extra slides and info to help
answer all your questions.
1. Ford Fiesta lauch through
social Case Study
2. Links for winning the Boss
over to Social and Mobile
48. Ford gave away one hundred,
pre-released Fiestas for six months.
Case Study: Ford
51. Pre-Launch Awareness
among Millenials
“You can’t just say it. You have to get
the people to say it to each other.”
– James Farley, CMO Ford
2010 - Ford moves 25% of Marketing
Spend to Digital/Social Media
37%
52. Turn the Boss onto Social & Mobile Marketing
• Suvey internal expertise
• Twitter: Mashable’s Guide, Apps, Lists
• Foursquare: BART, VisitPA
• Multi-updaters: Cotweet, Hootsuite, Ping
• All Socialnomics vids & stats
• What The Heck is Social Media?
• Internet trends
• Can Social Media sell cars?
Explore Potential (Fire power)
Load-Up on Stats (Ammunition)
Two Steps to
53. Winning the Boss Over
Other resources.
The Secret Sauce of Social Marketing
5 Tips to Convince the Boss
Adding Blogger Outreach to Your PR Plan
10 Ways to Initiate Social Conversation
Social ROI
Facebook Stats
Social Media Business Tools
54. Rules of Engagement
• Provide access
anytime/anywhere
• Make it easy
• Provide tools to
spread the word
• Be authentic
• Tout your USP
• Focus on the
greater good
• Be community
centric
• Listen
• Experiment
• Have fun!
55. Challenge…
Do one thing next week to challenge the status quo of your
current marketing efforts.
i.e. start a mass email of ideas around the office, place a box for
marketing ideas in the break room, take an internal survey of
social strengths/expertise, explore 1 new social site, etc.
Share it.
Email me at gmizell@pulsaradvertising.com; OR
Tweet me @G24NT, ending with the hashtag #capitol102010
57. Today we’ll discuss:
Company Info
Market Research Roots – “Oldies”
Market Research on the Rise – “New Goodies”
Applications
Agenda
58. MMS Established in 1986 / Acquired BAR in 2002
Full-service market research company
Specializes in qualitative and quantitative market research
Company Info
59. State-of-the-art CATI (computer assisted telephone interviewing) call center
Modern and comfortable focus group facility
Certifications include: MBE, WBE, SBE, SWaM, DBE, LBDE
Company Info
60. Note: “Oldies” does not mean “old”!
Just because something came first, doesn’t mean it’s archaic.
AKA “Traditional Research Methods”
Then again, some methods have been put out to pasture.
“Oldies” &“New Goodies”
63. Lines between Quantitative and Qualitative research
have begun to blur as tools are created to help
researchers reach out via internet, social media, and cell
phones.
Research can be text
based or audio/video,
real-time or chronicled.
“New Goodies”
67. Market Research Online Communities…
…MROCs utilize a private social networking platform/website
to conduct qualitative marketing research.
A group of community members (from 50-300) who meet
specific recruiting criteria are invited to become members.
Once active, members hold discussions with each other, as
well as engage in client-directed activities (polls, forums, etc.).
MROCs are typically 3 months, but can be longer.
Credit:
“New Goodies”
68. Social Media Market Research is…
…the application of scientific marketing research principles to
the collection and analysis of social media data such that valid
and reliable results are produced.
Qual, not Quant
Credit:
“New Goodies”
69. Social Media market research tools
Embedding surveys into social networking applications
and communities.
Find out who’s talking the most about you and
understand/compare your brand’s share of voice
Utilizes proprietary automated content analysis process
to provide an in-depth evaluation of your brand on more
than 600 different measures.
“New Goodies”
70. “New Goodies”
Allow us to reach audiences while crossing zip codes, time zones,
and continents.
Provide a range of market research services for a range of
budgets
Anonymity = comfort and security = more forthcoming participants
Applications
71. “Oldies”
Tried-and-true: not fads or a struggle to keep up with
KISS
“Barometer, not just Thermometer”
Applications
72. What’s the right market research method for you?
Big Question
74. Michelle Finzel
VP, Full Service Research
(410) 922-6600 x109
(410) 922-6675 (fax)
mfinzel@mdmarketingsource.com
www.mdmarketingsource.com
Twitter: @MDMktingSource
J. Grant Mizell
Digital + Emerging Media
Ph (410) 922-6600
Fx (804) 225-8347
gmizell@pulsaradvertising.com
www.pulsaradvertising.com
Twitter: @G24NT, @mizellg
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