Market“New”

Rese

arch

#newqual

Ben Smithee

2010

photo credit: flickr - theparadigmshifter

The result of true engagement

ask questionsshare thoughtspersonalize examples

topicswhat is it?

how is it changing research?what’s its value to us?

where do we start?where is it going?

research, design, marketing, communication, feedback

synergistic channel

multi-input/output

SM helps to flip the funnel

advertising

marketing

ResearchPR

insights

customer

advertising

marketingResearch

PR

insights

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

self-promotion takes a backseat to generosity

photo credit: Catalogue for philanthropy

showing our clients....

a brand is not what “you” say it is, it is what they say it is:

it’s about the community

fastest growing community site -1,382% increase in visits

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

largest age group adults 35 - 49

131% increase in March up to 9.3 Million

realize the massive potential...but don’t under-estimate the

power of one!

focus on the influencers!

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

today’s consumers:1. blog2. comment3. vlog4. tweet5. talk to others6. call customer service

experience

seek first to understand

photo credit: leadingandlovingit.wordpress.com

how do my customers communicate online?

what tools do they

use?

real-time updates unbiased buzz

non-intrusive monitoring

intimate

observation

GenYcollege

B2Btechnology

does utilizing SM make sense for your project?

social media monitoring

syndicate

my daily newspaper

bloggers have a voice

monitor traffic

the eyeballs are moving

www.smart-distribution.co.uk/.../index.html edutech.csun.edu/aln/?q=node/201

content is still king

...it’s not all about the Benjamins

video chat/journaling

tubemogul

i’m finally on facebook...now what?

harness its power effectively

but my clients are interested in their company

so are all of these people

isn’t YouTube just for ridiculous home videos?

not anymore

Youtube - search - Sprint “now”

instant feedback and reviews

Analytics, Internal Utilization

it’s not really about building MROCs!

it’s about providing a platform for engagement

communities form....

respondent communities

how do I sell this to my client?

S.H.O.C.K.Sincere

Competition

HolisticOpportunity

Knowledge

examples from experience?

thatsnotcool.com

✦guest videos✦youtube✦facebook ✦myspace

thatsnotcool.com

✦1Million + pageviews✦Press coverage in NYT, Chicago Tribune, Today Show✦over 200,000 callout cards sent✦Over 29,000 Facebook fans

a socially interactive approachat SXSW 2009 and 2010

SM in recruiting, interviewing, follow-up, logistics,

deliverables

www.youtube.com/spychresearchvideography and production by @JohnFilm

looking forward

research is evolving

research has evolved

research is evolving

further movement toward true engagement and online communities

augmented reality/ location-based applications and advertising

where are you?

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 engaging

SM gives us another valuable set of tools and methods to obtain consumer insights

as our clients begin to understand this evolution, they

will expect us to as well.

the evolving need is for holistic research solutions that fit with marketing efforts seamlessly

please keep in touch!

Ben@SpychResearch.com

@SpychResearchSpychResearch.com

.com/in/Benjamin Smithee

/ben.smithee

215.501.2341