Social Media Research 2.0
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Transcript of Social Media Research 2.0
© Fountainhead Brand Consulting, 2013
Social Media Research 2.0 – What's Next? !
May 20, 2013!
© Fountainhead Brand Consulting, 2013
Consumer’s use of media has changed significantly!
#1 website visited by 4 in 5 active online users1
70% will access FB via mobile devices by Q3 2013 2
50% “Like” a brand. Preferred media for product feedback 1,3
1. Nielsen Social Media Report: Q3 2011 2. McKinsey Global Institute, The Social Economy, July 2012
3. Nielsen Wire April 2012
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Opening the door to a new era for market research!
90’s Pre-‐Internet Era
00’s Internet Era
Today Social Media Era
Online Search Search Engine Stats
Social Media Listening Sen4ment Scoring
Bulle4n Board Groups Online Communi4es
Facebook Qualita4ve Private Social Groups
Library Searches
Focus Groups
Online Surveys Mobile Surveys Social Media Surveys Phone Surveys
SECONDARY
QUALITATIVE
QUANTITATIVE
CONSUMER BEHAVIOR
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While social media monitoring is the primary tool used today, many see potential in other emerging methods!
AMA Webcast Poll n=566, September 2012
57%
33%
21%
10%
35%
29%
20%
12%
36%
3%
Monitoring
Discussion or Co-‐crea4on
Recrui4ng
Private panels
None of the above
Social Media Research Methods -‐ Importance and Usage
Use Now
Most Important
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These next generation of tools provide “Engagement”!
Intense interaction and idea generation with stakeholders
Co-creation
Continuously test your future vision with consumers
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Major brands are already using social media as focus groups!
“It’s a new way of ge/ng consumer research,” said Ann Mukherjee, chief marke=ng officer of Frito-‐Lay North America. “We’re going to get a ton of new ideas. This is a real compe==ve edge for us.”
Facebook, Twitter and Foursquare as Corporate Focus Groups, NYTimes.com 7/31/12
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Wholly Guacamole asks Facebook Fans for program feedback!
Wholly Guacamole sees Facebook as a great tool to ask consumers for quick feedback on upcoming marketing programs as well as new packaging and product ideas. !
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Rubbermaid uses product review discussion for insights!
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Lego uses their own social community for ideation!
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However, public forums don’t always work for engagement!
http://www.adweek.com/adfreak/mountain-dew-soda-naming-contest-crashed-pranksters-142715
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They also don’t allow consumers the intimacy that they desire!
“28% of Facebook users shared all, or almost all, of their wall posts with an audience wider than just their friends”
Source: hYp://www.consumerreports.org/cro/magazine/2012/06/facebook-‐your-‐privacy/index.htm 5/3/12
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We believe private social media groups like Digsite™ are the future of social media research!
Target
Mobile device enables ethnography
Private group builds collabora4on
Known target maximizes relevance
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Digsite™ uses Facebook or a secure social media site for in-depth consumer engagement!
for
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In a recent pet food project, we conducted ethnographic research using “friend only” posts among group members!
AcDviDes/interests:
Timeline posts: Brands liked:
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Participants uploaded video to demonstrate their needs!
hYp://www.youtube.com/watch?v=M4QioSE5S2I&feature=player_detailpage
~Geri
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And even helped build their ideal pet food brand!
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In a project to create new meal products, we asked consumers to post their daily meals and discuss recipes, likes and more!
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To reposition a supplement brand, we received weekly ratings and in-depth feedback as positioning evolved!
Private raDngs Group discussion
13 12 12
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In helping an appliance company build a loyalty program, we observed all consumer touch-points with the brand!
Website
Service A
Service B
Maintenance
Service A
Service B
Email/Social Media
Service A
Service B
Customer Service Center
Service A
Service B
“I should be able to ask customer service reps ques4ons regarding not just warranty coverage and service rep informa4on, but also best prac4ces for any type of cooking and cleaning problem. I should also be able to easily order replacements and accessories. I think there should be some reciprocity so that it would nice to be asked for feedback regarding what I like and do not like about my new appliance, how the installa4on went and if I had any unanswered ques4ons” Linda -‐ Facebook Group Par4cipant
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© Fountainhead Brand Consulting, 2013
Private Social Media groups like Digsite™ offer additional opportunities!
Localized Program Development • Build groups based on smaller regions/subgroups • Discuss local media, retailers, events and news • Gain feedback on fit with various local strategies
Beta-‐Tes4ng Communi4es • Build groups to try early product prototypes • Gain survey and in-‐depth feedback in real 4me • Have early adopters share and discuss a range of applica4ons
Riding a Trend Research • Build groups based on early adopters of a new technology • Uncover ideas that put your organiza4on at the forefront
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Ultimately, these methods could help minimize budget tradeoffs!
Faster
Value BeYer
ü Real-time observation ü Collaboration & co-creation ü Continuous feedback
ü Targeted recruitment
ü Mobile and video capabilities
ü Group and private discussion
ü Lower cost than ethnography and online communities
ü Minimal travel ü No need to maintain
ongoing panels
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And integrate methods to drive marketing initiatives from insight to strategy!
Uncover unmet needs�
Develop & prioritize
ideas�
Refine in real-time�
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Visit our website at http://www.fountainheadbc.com
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Questions?!
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Social Media Groups offer benefits over traditional research methods!
Engage consumers when and where they want to
talk about brands
Recruit known target (low-‐incidence) in mul4ple
loca4ons
Gain ethnographic insights by viewing social media profiles, ac4vi4es and
posts
Get to know consumers over weeks or months without costly online
communi4es
Collect behavioral data while it happens using
mobile interface
Gather both in-‐depth individual feedback and
group discussions
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© Fountainhead Brand Consulting, 2013
While overcoming downside of social media listening !
You can generate conversa4ons in topic areas not naturally
discussed on social media
Smaller sample size makes detailed coding feasible
You know the conversa4ons are coming
from your target consumer
You can observe “Friend Only” conversa4ons
among group members
You can discuss topics in a private forum where
consumers might be more comfortable sharing
Discover Your Untapped Potential!25