2

Swarovski Product Portfolio

Expectations from a client-side – Preamble

Social media research to be happen within the legal and ethical guidelines

3

Expectations from a client-side – User

Gain more transparency what role social media plays in the purchase decision process of your consumers splitted into the different phases

Gain more transparency about the social media mix your consumers are using (LinkedIn, Twitter, Flickr, Youtube, Facebook, StumbleUpon, MySpace)

Identification of the differences / similarities of social media consumers and non-social media consumers

What type of consumers do have the highest affinity towards social media?

4

Emergenceof a need

Problemrecognition

Informationseeking

Evaluation ofalternatives

Purchasedecision

Repurchase

5

Expectations from a client-side – Tools / Marketing

Tools Tools that perform in semiotic mining Tools that serve as a early warning system regarding brand reputation (awareness,

image, positioning etc.)

Marketing Still a matter of multichannel-marketing: what role plays social-media and how can it

be embedded/integrated in the broader context? Identify and attract new consumers but also build-up and retain relationships with the

existing ones Powerful tool to show your real consumers

6

Consumers how marketing sees them…

7

Conclusions

8

Social media research is and will be definitely a part of market research but…

clients need the right tools that go beyond simple text mining it has to be logically integrated into the online and offline methodology research-mix as

one method management of expectations is key (in-scope, out-of-scope, what’s in for us, where

does it help us, etc…)