The Social Media Revolution in Market Research

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Information about The Social Media Revolution in Market Research
Business & Mgmt

Published on May 26, 2009

Author: bwsmithee



Presentation given by Ben Smithee at the May 22nd DFW American Marketing Association Market Research Meeting in Dallas Texas.

How social media applies to the world of market research and communication
Ben Smithee - Managing Partner, Spych Market Analytics, LLC

Thank You

Ben Smithee !

#AMAMR @SpychResearch ?’s encouraged

social media web 2.0 social networking interactive marketing inbound marketing new media

topics: what is it? how is it changing what we do? why is it valuable to us as researchers? where do we start? where is it going?

synergistic channel research, design, marketing, communication, feedback

short, real-time, txt, audio, video



evolution of marketing and brand communication strategies

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

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

names you are tired of hearing

names you are tired of hearing by understanding these

you can better understand these

where does social media fit in MR?

amazingly intimate

everyone is becoming a researcher results now!

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

benefits to understanding SM and its value to MR

the potential value of SM

fastest growing community site -1,382% increase in visits 475,000 unique in Feb 2008 - 7 million in Feb 2009 131% increase in March up to 9.3 Million largest age group adults 35 - 49

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 to market research

seek first to understand

understand the strengths/ weaknesses and applications for appropriate implementation

real-ti line? me up te on dates ica un unbiased buzz om m ersc om st c cu olle Y do my ge en w G ho does utilizing SM make sense for your project? non-i ntrus ive m B2 onito techn B ring ology tion e? erva o th ey us obs t too ls d te wha tim a in

social media monitoring

bloggers have a voice



monitor traffic

video is king

video chat/journaling

i’m finally on facebook... now what?

harness its power effectively

but I’m interested in my company

so are all of these people

if you haven’t figured it out, it’s not about your’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

the “new” news


user and crowd-sourced customization

secure corporate networks

an example from experience?

a socially interactive approach at SXSW 2009

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

looking forward

enhanced corporate acceptance

further movement toward video

real-time video streams

global standard

what is the bottom line?

SM is not for everyone and everything

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

perception is reality

SM gives us another valuable tool to obtain consumer insights

used appropriately, you can mine honest & candid feedback from audiences eager to voice opinions

please keep in touch!

Ben Smithee @SpychResearch Benjamin Smithee Spych Fan Page

still not fully convinced? (215) 501-2341

Sources Advertising Age blogpulse emarketer Facebook Google Linkedin Nielsen twitter youtube

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