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New Consumer Insights: Social Behavior


                            Andrea Harrison
Social Behavior drives Social Influence

                                               THE AXIS OF INFLUENCE

           ...
But how much do we really know about it means to be social?




Page 3© 2009 Razorfish. All rights reserved.
When marketers need answers, we do research




Page 4© 2009 Razorfish. All rights reserved.
But what is traditional research teaching us about social behavior?




Page 5© 2009 Razorfish. All rights reserved.
We have market segmentation

                                                      WHAT ARE SEGMENTS?
                    ...
We have personas

                                                      WHAT ARE PERSONAS?
                               ...
We need social graph analysis

                                                    WHAT IS A SOCIAL GRAPH?
               ...
We can map our customers to their online networks…




Page 9© 2009 Razorfish. All rights reserved.
…and determine who they’re connected to online

                     STRANGERS, FRIENDS         COLLEAGUES, FRIENDS, BRAND...
We can also analyze their relationships…




Page 11© 2009 Razorfish. All rights reserved.
…to better understand the flow of influence

                                                                             ...
Social behavior research in practice




                                    TEEN GIRLS   IT DECISION MAKERS


Page 13© 20...
Tips on how to conduct research for social graph analysis
    Modify traditional research practices to reflect social beha...
Tips on how to conduct research for social graph analysis
    Modify traditional research practices to reflect social beha...
Tips on how to conduct research for social graph analysis
    Modify traditional research practices to reflect social beha...
Thank You
              Andrea Harrison
andrea.harrison@razorfish.com
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Razorfish - Andrea Harrison on New Consumer Insights: Social Behavior

Big Idea 3: New Consumer Insights was delivered by Razorfish's Andrea Harrison on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

Razorfish - Andrea Harrison on New Consumer Insights: Social Behavior

  1. 1. New Consumer Insights: Social Behavior Andrea Harrison
  2. 2. Social Behavior drives Social Influence THE AXIS OF INFLUENCE + REPUTATION – + POPULARITY – Influence matrix: Mike Arauz Page 2© 2009 Razorfish. All rights reserved.
  3. 3. But how much do we really know about it means to be social? Page 3© 2009 Razorfish. All rights reserved.
  4. 4. When marketers need answers, we do research Page 4© 2009 Razorfish. All rights reserved.
  5. 5. But what is traditional research teaching us about social behavior? Page 5© 2009 Razorfish. All rights reserved.
  6. 6. We have market segmentation WHAT ARE SEGMENTS? • Produced by statistical analysis of quantitative data • Provides quantitative data on who users are and what they like • Analysis focuses on differences and distinctions in demographics and attitudes • Segments become clusters of dominant characteristics by demographics and/or attitudes • Can be used an input to qualitative research, marketing and branding tools Page 6© 2009 Razorfish. All rights reserved.
  7. 7. We have personas WHAT ARE PERSONAS? • Produced by inductive and interpretive analysis of qualitative data • Provides qualitative data on who users are and what makes them real • Analysis focuses on putting people’s needs, goals and behaviors in-context • Personas become clusters of dominant characteristics by needs, goals or behaviors • Can be used as input to quantitative research, design processes and media efforts Page 7© 2009 Razorfish. All rights reserved.
  8. 8. We need social graph analysis WHAT IS A SOCIAL GRAPH? • A social structure made of nodes (which are generally individuals or organizations) that are tied by one or more specific types of interdependency • Values, visions, ideas, financial exchange, friendship, kinship, dislike, conflict or trade are all interdependencies • Can be used as inputs to development of social influence marketing programs and insights into social behavior Page 8© 2009 Razorfish. All rights reserved.
  9. 9. We can map our customers to their online networks… Page 9© 2009 Razorfish. All rights reserved.
  10. 10. …and determine who they’re connected to online STRANGERS, FRIENDS COLLEAGUES, FRIENDS, BRANDS COLLEAGUES, FRIENDS, BRANDS, CAUSES STRANGERS, FRIENDS Page 10© 2009 Razorfish. All rights reserved.
  11. 11. We can also analyze their relationships… Page 11© 2009 Razorfish. All rights reserved.
  12. 12. …to better understand the flow of influence SOCIAL INFLUENCE Least Family Best Friends School friends Boss Mentor Significant other Peer Most Page 12© 2009 Razorfish. All rights reserved.
  13. 13. Social behavior research in practice TEEN GIRLS IT DECISION MAKERS Page 13© 2009 Razorfish. All rights reserved.
  14. 14. Tips on how to conduct research for social graph analysis Modify traditional research practices to reflect social behavior Recruit research participants as part of their TIP 1 social groups FRIENDS FAMILY MANAGERS, PEERS Page 14© 2009 Razorfish. All rights reserved.
  15. 15. Tips on how to conduct research for social graph analysis Modify traditional research practices to reflect social behavior Observe participants in social settings TIP 2 FRIENDS FAMILY MEMBERS WORK COLLEAGUES SHOPPING PLANNING A VACATION IN A MEETING Page 15© 2009 Razorfish. All rights reserved.
  16. 16. Tips on how to conduct research for social graph analysis Modify traditional research practices to reflect social behavior Observe participants engaged in online social TIP 3 behavior Ask survey participants to forward the questionnaire TIP 4 to friends and family and track referrals to the source Page 16© 2009 Razorfish. All rights reserved.
  17. 17. Thank You Andrea Harrison andrea.harrison@razorfish.com

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Big Idea 3: New Consumer Insights was delivered by Razorfish's Andrea Harrison on April 22, 2009, at the 9th Annual Razorfish Client Summit (#rzcs on Twitter).

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