Presented to AIMRI Conference on Panels

Rome

March 5, 2010

Michael Stanat
Research Executive
SIS International Research
Agenda
  Make Social Media more actionable for market researchers

  Explain what end-clients ultimately want from this research

  Explore new tools at our disposal

  Explain how to integrate new & old methods for robust solutions
What is Social Media

“Conversation  Prizm”  by  guru  Brian  Solis  at  http://www.briansolis.com/2008/08/introducing-­‐conversation-­‐prism/  

Why it matters
  New marketplace & customer behavior

  Success or failure for organizations

  Supports recruitment & traditional research

Social Media = New Opportunities for Researchers

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
 Getting Clients on Board
Daily  Minutes  per  Visitor   POSITIVE ONLINE ENGAGEMENT

  51% of SM-enabled users say SM

Widely  Distributed  Social  media  
influenced purchases
&  Paid  ad  
  97% of US brand ‘followers’ would
Socia  medial  (e.g.  Twitter)  &  Paid  
Search  Ad   purchase or recommend products

Social  Media  -­‐  widely  distributed     SM is 2.8 times more effective than paid
ads
Social  Media  (e.g.  Twitter)  
  More SM-users search daily for product
Paid  Search  Ad  Only  
terms than non-SM users

  300% - 500% growth in Facebook users

Total  internet  
aged 35-65
0   50   100   150   200  
  Growth area in integrating SM in
Customer Service
Adapted  from  Conscore  2009  –  “The  Influenced”  
Getting Clients on Board
NEGATIVE CUSTOMER
ENGAGEMENT
  56% of SM-enabled users
refused purchasing due to
negative reviews
  Companies are falling
behind in guiding their
brand online
  London Underground 2009

  Domino’s Pizza 2009

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Social Media Research Blueprint
Uncovering
Unmet Needs

Monitoring
Opinion &
Feedback

Testing Niche
Markets

Competitive
Intelligence

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
 I. Uncovering Unmet Needs
Approaches
  YouTube, TED, Qik, Twitter, Linkedin, Yahoo
Answers
  Research blogging
Case study: SIS Netnography: “Cosmetic Addicts”
Key Success Factors
  Time maximization
  Reading beneath the surface for insights
  Noting research gaps
Challenges
  Proactivity vs. Passivity
  Clients DIY: Unilever, Dell, Marks &Spencers

Uncovering Unmet Needs

Monitoring Opinion &
Testing Niche Markets Competitive Intelligence
Feedback
 II. Monitoring Opinion & Feedback
Approaches
  Research communities: Cotterweb
  Chatter Tracking: Brandtology, Radian6,
Bazaar Voice
  Reviews: Yelp, Linkedin Answers
  Trends: Twitter Summize, BlogPulse
Case Study: SIS Brandtology
Key Success Factors
  Time maximization
  Diversification of sources
Challenges
  Treating opinion as representative

Monitoring Opinion &

Feedback
Uncovering Unmet Needs Testing Niche Markets Competitive Intelligence
 III. Testing Niche Markets
Approaches
  Foodbuzz.com, Second Life,
StumbleUpon, Ning, Hobby blogs
  Audience measurement:
Quantcast
Case Study
  SIS Alzheimer's Care Taker study
Key Success Factors
  Engaging in respondents’ terms
Challenges
  Retaining respondents

Testing Niche Markets

Monitoring Opinion &
Uncovering Unmet Needs Competitive Intelligence
Feedback
 IV. Gathering Market/Competitive Intelligence

Approaches
  BusinessWeek Exchange
  Industry bulletin boards
  Google Alerts
  Compete.com
  “Blurking” on employee blogs
  Competitor hiring sites
Success Factors & Challenges
  Diversification of sources
  Uncovering meaningful content

Competitive Intelligence
Monitoring Opinion &
Uncovering Unmet Needs Testing Niche Markets
Feedback
Recruitment Efficiency

Cultivate
Mutually- Approach
Flexible
Beneficial many
incentive
Relationships targeted
management
& Partner sources
Sponsorship

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Conclusions
  Social Media supports multiple research
practices.

  Robust solutions integrate new & traditional

methods.

  Longterm opportunities & challenges exist with

clients’ own D.I.Y social networks.

  Researchers’ value is engaging & making sense

of an important, dynamic customer touchpoint.

Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
We’re Social

Sources
Business  Insights  –  “Enterprise  Technology  Trends  in  
2010”  
ROI  research  Nov  2008  
Harris  Oct  2009  
The  Influenced.    Comscore  2009.  
hGp://www.flickr.com/photos/deciter_interacMons/