QRCA St. Louis Chapter Presenatation
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Transcript of QRCA St. Louis Chapter Presenatation
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MarketResearch
“New”
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Ben Smithee
2009
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photo credit: flickr - theparadigmshifter
The result of true engagement
ask questionsshare thoughtspersonalize examples
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topicswhat is it?
how is it changing research?what’s its value to us?
where do we start?where is it going?
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evolution of marketing and brand communication
strategies
the modern business is constantly innovating, not to
“win”, but to survive
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research, design, marketing, communication, feedback
synergistic channel
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multi-input/output
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Personal Branding
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it’s no longer about shouting
1,000 100 10
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it’s about building and maintaining relationships
10 100 1,000
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SM helps to flip the funnel
advertising
marketing
ResearchPR
insights
customer
advertising
marketingResearch
PR
insights
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amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html
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if you haven’t figured it out, it’s not about your network...it’s
about theirs!
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the power is in groups
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where does social media fit in MR?
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names you are tired of hearing
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names you are tired of hearing
by understanding these
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you can better understand these
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today’s consumers:1. blog2. comment3. vlog4. tweet5. talk to others6. call customer service
experience
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benefits to understanding SM and its value to MR
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the value potential value of SM
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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
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realize the massive potential...but don’t under-estimate the
power of one!
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US Airways flight – Janis Krum, ferry passenger, first to tweet before any
traditional media
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how can I successfully apply this?
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seek first to understand
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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?
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social media monitoring
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monitor and engage
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my daily newspaper
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bloggers have a voice
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monitor traffic
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video is migrating
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video chat/journaling
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tubemogul
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respondent communities
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i’m finally on facebook...now what?
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harness its power effectively
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but my clients are interested in their company
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so are all of these people
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isn’t YouTube just for ridiculous home videos?
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not anymore
Youtube - search - Sprint “now”
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instant feedback and reviews
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video credit: Youtube.com - “Coleman Campsite”
Merging Traditional and New Media
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customized for your needs
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user and crowd-sourced customization
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firewalled micro-blogging
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syndicate
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Analytics, Internal Utilization
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an example from experience?
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thatsnotcool.com
✦guest videos✦youtube✦facebook ✦myspace
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a socially interactive approachat SXSW 2009
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SM in recruiting, interviewing, follow-up, logistics,
deliverables
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www.youtube.com/spychresearchvideography and production by @JohnFilm
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looking forward
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enhanced corporate acceptance
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further movement toward interactive communication and online communities
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augmented reality/ location-based applications and advertising
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what is the bottom line?
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SM is not for everyone and everything
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we are past “twitter is cool” and “get a facebook page”
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targeted messages are becoming less “targeted” as
communication becomes more engaging
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SM gives us another valuable tool to obtain consumer
insights
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as our clients begin to understand this evolution, they
will expect us to as well.
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please keep in touch!
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@SpychResearchSpychResearch.com
.com/in/Benjamin Smithee
/ben.smithee
215.501.2341