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 Market
      Research
Ben Smithee

   2009
?’s encouraged
@SpychResearch
  #QRCA09
The result of true
                                             engagement
                                              ask questions
                                              share thoughts
                                              personalize examples



photo credit: flickr - theparadigmshifter
topics
          what is it?
how is it changing research?
   what’s its value to us?
     where do we start?
     where is it going?
evolution of marketing and
   brand communication
        strategies

  the modern business is
constantly innovating, not to
   “win”, but to survive
synergistic channel




research, design, marketing,
  communication, feedback
multi-input/output
it’s no longer about shouting




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




10         100        1,000
amazingly intimate


Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
where does social media fit in MR?
names you are tired of hearing
names you are tired of hearing



   by understanding these
you can better understand these
Qrca 2009 - New Market Research
SM helps to flip the funnel
                insights
  advertising     Research
marketing         PR
                                        insights

                                         advertising
                                                 Research
                             customer   marketing
                                             PR
companies are constantly
   implementing new SM
        strategies.
how can we develop research
that increases success, lowers
 risk and raises profitability?
companies are constantly
   implementing new SM
        strategies.
how can we develop research
that increases success, lowers
 risk and raises profitability?
experience


today’s consumers:
1. blog
2. comment
3. vlog
4. tweet
5. talk to others
6. call customer service
results now!
benefits to understanding SM
    and its value to MR
the value potential value of SM
Qrca 2009 - New Market Research
fastest growing community site
         -1,382% increase in visits

475,000 unique in Feb 08 - 7 million Feb 09

 131% increase in March up to 9.3 Million

     largest age group adults 35 - 49
Qrca 2009 - New Market Research
realize the massive potential...
 but don’t under-estimate the
         power of one!
US Airways flight – Janis Krum, ferry
 passenger, first to tweet before any
         traditional media
how can I successfully apply this?
seek first to understand
real-ti                                    line?
         me up                        te on
                dates           unica
                           omm       unbiased buzz
                    er sc
              c  tom
               us col                      Y
          my           lege             en
     do                               G
how does utilizing SM make sense for your project?
  non-i
       ntrus
             ive m                            B2
                   onito      techn              B
                         ring       olog
                                          y
                o they                           a te
   hat to  ols d                             tim tion
                                          in va
  w
           use?                            bs  er
                                          o
social media monitoring
Qrca 2009 - New Market Research
Monitor and Engage
twitterel
bloggers have a voice
monitor traffic
video is crucial
video chat/journaling
vimeo and viddler
tubemogul
syndicate
i’m finally on facebook...
       now what?
Qrca 2009 - New Market Research
harness its power effectively
Qrca 2009 - New Market Research
but my clients are interested in
        their company
so are all of these people
Qrca 2009 - New Market Research
Qrca 2009 - New Market Research
if you haven’t figured it out, it’s
  not about your network...it’s
          about theirs!
the power is in groups
isn’t YouTube just for ridiculous
         home videos?
not anymore




Youtube - search - Sprint “now”
instant feedback and reviews
Merging Traditional and New Media




video credit: Youtube.com - “Coleman Campsite”
customized for your needs
user and crowd-sourced
     customization
firewalled micro-blogging
Analytics, Internal Utilization
an example from experience?
thatsnotcool.com

✦guest videos
✦youtube

✦facebook

✦myspace
a socially interactive approach
        at SXSW 2009
SM in recruiting, interviewing,
     follow-up, logistics,
         deliverables
www.youtube.com/spychresearch
videography and production by @JohnFilm
looking forward
enhanced corporate acceptance
further movement toward
interactive communication
what is the bottom line?
SM is not for everyone and
        everything
we are past “twitter is cool”
and “get a facebook page”
targeted messages are
 becoming less “targeted” as
communication becomes more
         transparent
SM gives us another valuable
  tool to obtain consumer
           insights
as our clients begin to
understand this evolution, they
  will expect us to as well.
please keep in touch!
Ben@SpychResearch.com
    215.501.2341
  SpychResearch.com
       @SpychResearch
       .com/in/Benjamin Smithee

       /ben.smithee
Sources
Advertising Age
  blogpulse
  emarketer
  Facebook
   Google
   Linkedin
   Nielsen
    twitter
   youtube

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