social media for market research 02 2010b
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Social Mediafor
Market Research
…Are You Listening?
with Susan Barnes of Susby Internet SolutionsFebruary 27, 2010
A Guest Presentation for Marketing Research Methods in the Green MBA Program at Dominican University of California,
with Michaela Hayes
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
INTRODUCTION
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
What Is Social Networking?
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Let’s do some marketing
• Television• Radio• Print • Billboards• Public Relations• Advertising• Trade Shows
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Consumers want control
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Consumers want control
“Goodbye Broadcast, Hello Conversation.”-- Shel Israel in Twitterville: How Businesses Can Thrive in the new Global Neighborhoods, c. 2009
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Today’s Web Facilitates a New Experience
• It’s social
• It’s conversation
• It’s dialog
• It’s participation
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
The Funnel Reversed
• YOU have a voice
• Your customers have something to say
• People are listening to each other
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
What does it all mean?
“Content is the new democracy, and we the people are ensuring that our voices are heard”
SOURCE: Brian Solis - The Social Media Manifesto
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Why Does it Matter?
78% of people trust their peers
14% trust advertising
SOURCE: Socialnomics by Erik Qualman and companion YouTube Video
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
The Conversation Prism
Source: By Brian Solis of PR 2.0.http://www.briansolis.com/2009/09/the-conversation-prism-the-landscape-for-international-social-networking
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
There are Many Tools
Tools don’t do anything, people do.
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
There are Many Tools“People go to their blogs, to message boards, chat rooms, and forums, really, to talk to one another. And they talk
spontaneously about products, services, and their lives… You’re not prejudicing them by asking a question. You are listening in, or overhearing conversations that are taking place spontaneously.” -- Janet Eden-Harris, VP of Web Intelligence, J.D. Power and Associates
Source: Market Sherpa: Market Research with Social Media http://sherpablog.marketingsherpa.com/research-and-measurement/market-research-via-social-media/
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
A Plan
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Your Social Media Plan
1. Listen2. Participate3. Share4. Create5. Build6. Nurture
aka LOVE
L - ListenO - OfferV - VisitE - Engage
aka LOVE
L - ListenO - OfferV - VisitE - Engage
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
But First we Need to Measure
Implementing marketing campaigns is worthless unless you know how they performed.I.e. What is the ROI (return on investment)?
Remember, even you’re not paying to promote, on social networks, you’re still spending time.
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Measuring Marketing Campaigns
• Web = Digital
• Digital = Trackable
• Trackable = Analytics
• Analytics makes it easier than ever to measure performance of marketing campaigns
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Measuring Marketing Campaigns
Types of campaigns and tools– Driving Visits to the Website
• Google Analytics [FREE]• Webstat• Omniture
– Facebook Fan Page/Advertising• Facebook Insights [FREE]
– Twitter Engagement• http://bit.ly [Free]• http://www.hootsuite.com [Free]• Many others
– Social Media Marketing Performance Tracking
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Google Analytics
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Facebook Insights
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Facebook Insights
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Twitter Engagement Tracking
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Social Media Marketing Performance Tracking
• Radian6 - http://www.radian6.com
• Biz360 - http://www.biz360.com
• Trendrr - http://www.trendrr.com
• Infegy - http://www.infegy.com
• ScoutLabs - http://www.scoutlabs.com/
• Unilyzer - http://www.unilyzer.com/
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Always More…
• 20 Tools for Tracking Social Media
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Back to the Plan
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Two Ways to conduct Market Research with Social Media
1. Manually (I.e. using your or your employee’s time)2. Use a service
(Services can be pricey, but save you time)See http://www.radian6.com/what-we-do/
We’ll look at the manual small-scale research methods first.
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen
In 15 minutes or less, start by Setting up Google Alertshttp://alerts.google.com - receive alerts when your brand, product or competitor is mentioned online
Then• Look at what people are talking about on
http://search.twitter.com• Monitor http://www.collecta.com
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen
Search for keywords related to your industry onhttp://www.technorati.com http://www.blogpulse.com http://www.icerocket.com
Find a few blogs you like and start following the posts.
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Google Alerts
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with an RSS Reader
See “RSS in Plain English” on YouTube
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Twitter
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Twitter
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Collecta
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Collecta
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with StumbleUpon
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Forums (and partipate too.)
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Search
Who’s your competition and what are they doing?How do you describe your product?
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Search
Who’s your competition and what are they doing?How do you describe your product?
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Search
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
1. Listen with Facebook
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate
• Create your Facebook Profile - http://www.facebook.com
• Join LinkedIn - http://www.linkedin.com• Get on Twitter - http://www.twitter.com• Update your status• Share links, photos and content• Manage your profile• Connect with friends• Have some fun• This is just the beginning…
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Following
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Connecting
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Connecting
Join Groups and join the conversation
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Adding Value
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Adding Value
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate in the Conversation
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Commenting
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Asking and Answering
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Asking and Answering
• Join existing communitiesand post questions to the group
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Polling
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Polling
http://twtpoll.com/xxkefi
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate in Polls
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
2. Participate by Polling
http://polls.linkedin.com/poll-results/79055/kjpnp
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
3. Share
Share:• What are you doing?• Links to good articles, how-to’s, advice, recipes,
stories, feelings• Photos• Thoughts• Expertise• Cool stuff
Be you, you’re wonderful!
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
3. Share
Share:• What are you doing?• Links to good articles, how-to’s, advice, recipes, stories, feelings• Photos• Thoughts• Expertise• Cool stuff
Be you, you’re wonderful!
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
4. Create
• Location, location, location = Content, content CONTENT!
• If Content is King, Who’s the Queen?• You are a journalist if you want to be• Your opinion matters
– Reviews– Facebook notes– Frequent posts
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
4. Create
• Create your own blog and collect information to inform your target audience about your mission
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
5. BuildCommunity
– Share, create, participate and add value– Contests– Invitations– Parties– Engage
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
6. Nurture
Nurture:• Follow-up with people - send “in” messages, post on walls• Participate - remember it’s a dialog• Respond to things people are sharing - like?• Check-in with people• Listen - it’s a dialog• Show you care,
because you do
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
What are the benefits?
• Build trust• Build followers• Add opportunities for people to find you• Increase links to your website• Improve your search engine ranking• Increase brand awareness• Create a community you can talk with • Create a community you can survey
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Be Different, Be Remarkable
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Do’s and Don’t’sin Social Networking
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Do
• Use a photo for profile pictures• Post as often as possible• Listen• Share• Give credit (RT)• Participate• Cross Pollinate
(integrate accounts)
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Don’t
• Write or say anything you wouldn’t do or say in front of your mother
• Broadcast• SHOUT• Copy• Forget about the elephant!
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
SM Market Research Plan1. Create a way to survey/collect feedback from your target audience
via • Surveys (http://www.surveymonkey.com)• Polls (http://www.polldaddy.com, http://www.twtpoll.com)• Forums (search for these with keywords related to your industry)• Blog comments (by commenting on other blogs and/or creating your own blog)• Informal questions and answer collection (Facebook, Twitter)• Contests (Facebook, Twitter, Email)
2. Be you (think HUMAN) and ask your immediate network to participate and share your survey
– Start with social networks (Ask, say please, request RTs, and repeat)– Then ask people via email (Apologize for duplicatation if any)
3. Say Thank You 4. Share Your Research Findings and ask for more comments5. Rinse and Repeat
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Remember the Secret?
It’s not about marketing,it’s about relationships and trust.
A Guest Presentation for Marketing Research Methods in
the Green MBA Program at Dominican University of California,with Michaela Hayes http://www.susby.com - February 27, 2010
Thank You!
With special thanks to Michaela Hayes for inviting me to talk with you today.
Susan Barnes’ Contact Info:Susan@susby.comhttp://www.susby.com http://twitter.com/susbyhttp://www.facebook.com/susby http://www.linkedin.com/in/susanbarnes
Phone/SMS: (415) 305-6403
Also check out Classes for Causeshttp://www.classesforcauses.orghttp://www.twitter.com/classes4causeshttp://www.facebook.com/classesforcauses
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