Presented by Jim Longo, VP Marketing & Client Development. Making Sense of Chat-Based Focus Groups, Social Media and More

1. Getting In Line with Online: Making Sense of Chat-based Focus Groups, Social Media and More Presented by Jim Longo Itracks VP of Client Development & Marketing

3. Adapt or Become Extinct

4. Online Qual - A Brief History It’s been around longer than you think . . . .

6. Online Qual - A Brief History Poised for rapid growth -Globalization of brands -Emerging markets -Explosion of computer usage for communication

8. Online Focus Group

9. Bulletin Board Focus Group

10. Online Ethnographies

11. Online Ethnographies

12. Online Ethnographies

13. Online Ethnographies

14. Advanced Qualitative Techniques

15. Advanced Qualitative Techniques

16. Advanced Qualitative Techniques

17. Advanced Qualitative Techniques

18. Blog vs. Forum

19. Concept Testing

21. Online Marketing Research Community

22. Online Marketing Research Community

23. Capture Collective Intelligence

24. A New Breed of Customer Full of Opinions Reject All Prior Behavior Online Throughout the Day Wide Personal Network - Customers want to be respected - They want to be engaged - Want relevant two-way discussion - Want to see what others have to say - Want to be part of the innovation cycle - Want to see what actions you've taken with their input

25. Web 1.0 vs. Web 2.0 Web 1.0 Read Only Content Eyeballs Editors Personal Web 2.0 User Generated Content Hands Buzz Blogging Crowdsourcing

26. Who Uses Social Media Anderson Analytics 2009 The four most popular US social network services: Facebook, MySpace, LinkedIn and Twitter. The below chart gives you an idea of just how many Americans are using SNS.

27. Email: The First –and Largest– Social Network http://ow.ly/gYqk

28. What’s Now?

29. What’s Now?

30. What’s Now?

31. What’s Now?

32. What’s Now?

33. What’s Now?

34. What’s Now?

35. What’s Now?

36. What’s Next? today's email and IM solutions emulate communication models that date back to the 1960s Google Wave is being open-sourced because the company would like to see this technology adopted and extended as broadly as possible Why it’s different from email When you create a new wave, you typically start as you would with an email message, by typing a message (as contrasted with an IM where you would always select a contact or group of contacts first). You can then add users--or participants, as Wave calls them--using a pop-up window. You can also drag and drop multimedia content, like pictures and video, into a wave Conceivably, hundreds of people can ride the same Wave at the same time. The Wave itself can become the research environment.

37. 3 Myths about Social Media 1. That companies have figured out how to build their brands in social media. They haven't. For example, six out of 10 consumers don't bother to seek out opinions of brands via social media. 2. That television is dead. It isn't. Consumers view TV ads as more trustworthy than ads on social networks. Marketers need to do more in the social realm, but they need to do it in a way that builds trust first. Brands don't have the trust today. 3. That you cannot measure in the social web. Not only do campaign specific metrics matter and can be measured but we believe a SIM Score for the social web is extremely important. A case study from Razorfish using Fluent http://www.goingsocialnow.com/2009/07/launching-fluent-the-social-in.html

38. Thank you. Presented by Jim Longo Itracks VP of Client Development & Marketing