This is a presentation I used to facilitate s P-camp 2010 session on the use of Social Media for doing market research. We had a full room of lively folks who

1. Using Social Media for Product Market Research A Discussion About What is or is Not Going On Twitter Tag: #pcamp10SM4PMR Wiki Site: pcamp2010.onconfluence.com

2. How Things Might Flow Opening Comments Framing Questions & Discussion Share Findings & Stories My Point of View & Discussion Closing Comments By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 2

3. A Few Words Thanks, Story, Process

4. Thank You To @RichMironov for making this possible. Volunteers for doing the hard work. Sponsors for picking up the check. You for being here and participating. By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 4

5. The Back Story P-camp 09 Session led by Ross of SocialText. Notes can be found www.socialtext.net/p-camp2009. ~50 people, mostly twitter, more ?’s than answers. October, 09 Symbian Exchange and Expo Talk on Mrkt Research in the Mobile Apps Market. Had A-Ha (Oh-Sh&$) moment which forced me to re-think my approach to market research so I started learning. January, 10 Jim Holland tweeted about a client social media market research story that caught my eye. We shared respective experiences and decided to engage in some additional research, writing and collaborating. By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 5

6. The Process & Tools We hoisted up a Google Doc and started writing, commenting, debating, questioning, listing. I used a few free and easy tools like LinkedIn Answers LinkedIn Polls Yahoo Answers Facebook Groups Aardvark Questions Twitter Searches Google Alerts Jim and I talked to some real people. I hacked up this preso and Jim made it better. By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 6

7. Framing & Understanding Do We Know What We Mean?

8. What is Social Media? By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 8 The Back of the Napkin by Dan Roam Gartner SBS Magic Quad Open Big On & Offline Small Smaller Managed Online Closed Offline What categories am I missing? Is there a line? If so, where is it? Does anyone have a definitive definition? Is there a sweet spot here for us to focus on?

9. Another Point of View By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 9 “Conversation Prizm” by guru Brian Solis at

10. What is Market Research By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 10 I’m going to build iPad App. Big #’s iPad’s are cool. You totally should do it. Big Process Automatic Big Cost Easy Frequent Cheap AdHoc What qualifies as valid research? Who typically does / uses research? What do companies typically research for / about? Barely Sufficient

11. A Product Development View By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 11 Here? Here? Here? Here?

12. Select Findings Not exhaustive..but it was exhausting

13. The Pro’s Aren’t Very Social Survey Results: “Top three techniques MR professionals are not currently using but would like to use: Blog Mining Social Network Analysis and Screen/Web Scraping” By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 13 http://www.andersonanalytics.com/reports/NGMRsurveyReport2010.pdf

14. Blog Post on SM4MR Social Media Today article, says 63% are "undecided" about the value of data collected from social media to understand their organization or customers. The term "social media" is broad Social media is overrated data is lacking context and profiling information Change takes time By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 14 www.pluggedinco.com/blog/bid/29902/Social-media-for-market-research-The-jury-is-still-out

15. Mike Lee: How to Use SM4MR Mike created 4 categories of activities and has a great set of tools listed under each. The categories include: Search Ask Trends Competitive By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 15 bizthoughts.mikelee.org

16. 4 Slightly Different Categories By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 16

17. “How much influence is social media on your go-to-market activities?” We recognize it should be more of an influence, no approval to do Social media is becoming a larger part of what we do but currently is in the planning stages Crowdsourcing is used significantly for tactical product input from customers Not used, not allowed by company policy Use of social media tools such as blogs is under consideration but not used at present We are ramping up in the area, but currently it is more on the corporate communications side of the house SM is growing strongly and will be major tactic in 2010 We want to do more, but have yet to resource this area and have a cohesive strategy to leverage social media No formal process to integrate to product plan We are still looking into it, too large of a company to adopt without a corporate brand message Conservative industry, slowly moving to social media Our customers do use it to review products or offerings in Business to Business Oh I wish, too big of a company and everything is reviewed by legal Becoming more critical Our customers do not use social media channels (as a rule) Increasing as our SM base grows By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 17 http://www.pragmaticmarketing.com/publications/survey/2009

18. My Point of View I look forward to hearing yours

19. Lots of Examples Here…but mostly Brand, Mrktg, Sales, S&S Lots of Examples Here…but low signal/noise Hard to Find Examples Here By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 19 Some Examples Here

20. The IP Risks watch for content on the community which may be giving up patent rights. This scenario typically involves technical information regarding new products that is shared before the organization has filed a patent claim. By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 20 Source: Community Roundtable report

21. Summary Most articles state that SM is good for MR where MROC’s, Recruitment and Trend & Competitive Analysis are the primary uses. Traditional researchers are just now getting into the game. They are skeptical of the bias. New platforms are easier to use, have huge reach, are more social. This will enable more DIY ala Survey Monkey. SM4MR it is both mainstream and early stage. SM is vague, MR is vague what the shape of the SM4MR space will be is anyone’s guess. By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 21

22. Lists of Stuff Hope you like and use these

23. Some Research Reports Advertising Research Institute The Listening Playbook http://www.thearf.org/assets/ilf Community Roundtable report on community management http://community-roundtable.com/docs/2010_StateOfCM_Final.pdf Pragmatic Marketing 2009 Annual Product Management and Marketing Survey http://www.pragmaticmarketing.com/publications/survey/2009 Next Gen Market Research Survey Results http://www.andersonanalytics.com/reports/NGMRsurveyReport2010.pdf 2009 Research Industry Trends (RIT) report http://rockhopperresearch.com/reports/ResearchIndustryTrends2009QualitativeReport.pdf Harnessing Social Media in Online Market Research http://www.marketintelligences.com/speeches-presentations By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 23

24. Some Products/Services Mike Lee’s list http://bizthoughts.mikelee.org/how-to-use-social-media-for-market-research.html My List NetBaseNetnography - netbase.com PeanutLabs - peanutlabs.com Mob4Hire - mob4hire.com Crowdcast - crowdcast.com Jive - jivesoftware.com Aardvark - vark.com SurveyMonkey - surveymonkey.com Innovation Games – innovationgames.com Collective Intellect - collectiveintellect.com Spigit - spigit.com Distimo - distimo.com UserVoice - uservoice.com Your List? By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 24

25. Social Media Websites Organized on MindMeister.Com By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 25 mindmeister.com/maps/public

26. A Social Media Framework Organized On MindMeister.com By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 26 mindmeister.com/maps/public

27. Other Stuff On-Line Market Research Twibehttp://www.twibes.com/group/Market_Research LinkedIn Group - Online Qualitative Research: The Next Evolution http://www.linkedin.com/groups?gid=1813513&trk=myg_ugrp_ovr LinkedIn Group - Next Gen Market Research (NGMR) http://www.linkedin.com/groups?gid=31804&trk=myg_ugrp_ovr Brad Bortner’s Blog http://blogs.forrester.com/brad_bortner Social Media, the Future of Market Research? http://www.greenbook.org/marketing-research.cfm/social-media-the-future-of-market-research Social Media Monitoring 201: The Market Research Perspective http://brandsavant.com/social-media-monitoring-201-the-market-research-perspective/ By Scott Gilbert & Jim Holland @AgileProductMgr www.agileproductmgr.com | @jim_holland pmtribe.wordpress.com 27