How Market Research Can Get The Most Out Of

Social Media Listening to and Engaging with Consumers

Dr. Niels Schillewaert Social Media Biz Summit @niels_insites May 2013, Buffalo, NY.

SOCIAL EVERYTHING

FLAWSOME

SCREENCULTURE

INFORMATIONCONSUMER

PROFESSIONAL AMATEURS

DEALERCHIC

@niels_insites

8/10

WANTS TO BE IN

THE BOARDROOM

Reality = TECHNOLOGY OVER

WHAT SOCIAL IS

ALL ABOUT

OFFLINE

EXPERIENCES DRIVE

ONLINE

REACH & CLICKS

NOT RIGHT METRICS

Research has changed from asking questions to having a conversation

Engagement Research Communities Multi-media Consumer-led Ethnography

Nethnography Social media dashboard – monitoring Social media audit Social Media Listening

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Social media nethnography

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MEDIA

NETHNOGRAPHY

Social

≠

SOCIAL CRM

limitations of interview based techniques

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short

tail

long

tail

white noise

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39.812

@niels_insites

Natural explanations seizure types

PETIT MAL

Also called ‘absence’

People just stand and stare vacantly

My mind was wandering, blank, in a daze

When asked to speak, would talk then just go blank and lose my entire train of thought and having no idea what I had implied

My eyes would blink rapidly and then I would go blank as if I were daydreaming and my mind would be shot

@niels_insites

Natural & medical language

about seizures

25%

Learn what consumers

tell each other

Optimize online

marketing strategy

Find hidden patterns –

blind spots

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@niels_insites

NEGATIVE CONTROVERSY

POSITIVE NEUTRAL

Luigiano

Lisa

Roan

Hester Rachel

Whatever

Rev'N Ros

20%

25%

30%

35%

40%

50% 52% 54% 56% 58% 60%

Jamal

Profiling of Candidates

% POSITIVELY LOADED CONVERSATIONS

% N

EG

AT

IV

ELY

LO

AD

ED

C

ON

VE

RS

AT

IO

NS

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Answers to questions you did not ask

Answers without asking questions

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Lessons learned & limitations

Social Media Nethnography is not a short

cut

Analyse and audit, then track

Time investment for client and agency required through iterative process

It is still not perfect

Sampling

Language & dictionaries

Limited profile information

Upfront feasibility check for critical mass

We still need to ask questions

Only the question follows the answers – a bit like Jeopardy

Complementary to interview based research

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@niels_insites

@niels_insites

7x

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@niels_insites

@niels_insites

@niels_insites

20% to 40% unique insights from the crowd

CROWD-INTERPRETATION

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@niels_insites

Consumer insights inspire the nightlife experience of tomorrow

How to create the club of tomorrow?

Making the final selection on Pecha Kucha nights

in Milan, New York, Sao Paulo & Tokyo

Crowdsourcing emerging designers

via social media

Online Research Community

Join forces with a multidisciplinary group of designers

Facilitate co-creation among the design team

Connect with clubbers and understand their journey

Report the findings to the designers & select the ideas

How to create the club of tomorrow?

The layout takes a cue from

the nightlife journey of clubbers

The RESULT?

It is so frustrating

not to be noticed

by the bartender!

I’m clearly trying to

get his attention,

however others are

being served before

me.

The bar is interactive and allows you to order a beer,

it even keeps track of who is next in line.

Leave your drink on the numbered shelf

and go crazy on the dance floor.

RESULTS

Open Design Exploration has become the 4th Global Activation Platform for Heineken

H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S

3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S

- C O O L H U N T I N G + 250.000 VIEWS

- W A L L P A P E R + 70.000 V I EW S + 600.000 p r i n t

533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S

“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair. Ambitious in scope and extremely well executed,

it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“ Sunday Times: Style

SOCIAL EVERYTHING

FLAWSOME

SCREENCULTURE

INFORMATIONCONSUMER

PROFESSIONAL AMATEURS

DEALERCHIC

@niels_insites

@niels_insites

What you DO to people is equally important as

what you ASK

@niels_insites

It is about HUMANS, not technology or panels

@niels_insites

SOCIAL MEDIA FOR RESEARCH

IS ABOUT …

Knowledge Leverage

Touchpoint Leverage

Internal Leverage

They do not pay attention to BORING things.

We need to ENGAGE, and relate with our audiences

Also CROSS-CULTURALLY

And create IMPACT within

www.insites-consulting.com

www.howcoolbrandsstayhot.com

www.theconversationmanager.com

@niels_insites

linkedin.com/in/nielsschillewaert @niels_insites niels@insites-consulting.com

www.insites-consulting.com

New York I London I Ghent I Rotterdam

Managing Partner