Keynote PDF of presentation given to the QRCA St. Louis chapter on the evolving world of qualitative research and how to integrate social media into the research toolbox.

1. “New”
Market
Research

2. Ben Smithee
2009

3. The result of true
engagement
ask questions
share thoughts
personalize examples
photo credit: flickr - theparadigmshifter

4. topics
what is it?
how is it changing research?
what’s its value to us?
where do we start?
where is it going?

5. evolution of marketing and
brand communication
strategies
the modern business is
constantly innovating, not to
“win”, but to survive

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

7. multi-input/output

8. ra nd ing
ersonal B
P

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

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

11. SM helps to flip the funnel
insights
advertising Research
marketing PR
insights
advertising
Research
customer marketing
PR

12. amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html

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

14. the power is in groups

15. where does social media fit in MR?

16. names you are tired of hearing

17. names you are tired of hearing
by understanding these

18. you can better understand these

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

20. benefits to understanding SM
and its value to MR

21. the value potential value of SM

23. 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

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

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

27. how can I successfully apply this?

28. seek first to understand

29. 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

30. social media monitoring

32. monitor and engage

33. my daily newspaper

34. bloggers have a voice

35. monitor traffic

36. video is migrating

38. video chat/journaling

39. tubemogul

40. respondent communities

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

42. harness its power effectively

45. but my clients are interested in
their company

46. so are all of these people

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

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

50. instant feedback and reviews

51. Merging Traditional and New Media
video credit: Youtube.com - “Coleman Campsite”

52. customized for your needs

53. user and crowd-sourced
customization

54. firewalled micro-blogging

55. syndicate

56. Analytics, Internal Utilization

57. an example from experience?

58. thatsnotcool.com
✦guest videos
✦youtube
✦facebook
✦myspace

60. a socially interactive approach
at SXSW 2009

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

62. www.youtube.com/spychresearch
videography and production by @JohnFilm

63. looking forward

64. enhanced corporate acceptance

65. further movement toward interactive
communication and online communities

66. augmented reality/ location-based
applications and advertising

67. what is the bottom line?

68. SM is not for everyone and
everything

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

70. targeted messages are
becoming less “targeted” as
communication becomes more
engaging

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

72. as our clients begin to
understand this evolution, they
will expect us to as well.

73. please keep in touch!

74. Ben@SpychResearch.com
215.501.2341
SpychResearch.com
@SpychResearch
.com/in/Benjamin Smithee
/ben.smithee