+

Social

media:

explaining

the open

book

principle

By: Natalie den EngelsePhD. NIKOSUniversity of Twente

1. Social mediaWhat is it?

2. Back to basicContent strategy

3. Enjoying the social media benefits

Social media market research

Inhoud

Social media is just old wine in new bottles

+Defining social Media

•Social netwerking•Aggregators•Data Mash-ups

•Collaborating•Crowdsourcing•Tracking & Filtering

#1 Social media is free

#2 You have to sign up and engage with every social media platform

#3 I’ll set up social media accounts and if by magic great things will happen

Social Media Myths

-Social Media Usage• Ventilation for opinions; feelings; ideas.• Positive & Negative consequences.

+Content strategy:Practice of planning for the creation, delivery and governance of useful, usable content.

- K. Halvorson -

1. Plan

2. Create

3. Maintain

CONTENTSTRATEGY

+ Step 1 PLAN

+ Audit

Quantitative audit What do we have? Organize and structure.

Qualitative audit What does it say? Quality content

o Accurateo Usefulo Correct

PLAN

+

Determine brand

Determine messaging

Determine channels

Determine roles

Analyze

PLAN

+ Step 2 CREATE

+ Step 3MAINTAIN

+

Benefit from the transparency

Determine what customers want so that appropriate products can be offered to meet their needs

MARKETRESEARCH

+ Shifts

Traditional market research (TMR)

Social media market research (SMR)

Traditional offline

•Face-to-face•Post

•Telephone

Traditional online

•Conversion assumptions procedures of TMR to online

setting

Passive

•Secondary research

•Not meant for research

•No control

Active

•Primary research

•Full control

MR

+

Focus Group

Laddering

In-depth interviews

Concept Testing

Forecasting methods

Survey

Lead User Technique

Delphi

Information acceleration

Mysteryshopping

Virtual reality

Concept Testing

Scenario’sBrainstorm techniques

Probe and Learning

Conjoint Analysis

Product Testing

MR

Some methods & techniques

+ Social media

Traditional

MailinglistsBulletin boards

Hashtags

Focus groupLadderingIn-depth interview