Social Media Business Research
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The document discusses using social media for business research. It notes that social media has made global conversations more local by connecting 500+ million people on Facebook, 105+ million on LinkedIn, and 70+ million on Twitter. The document provides examples of how businesses can use social media to research companies, customers, partners, employees, products, experts, executives, industries, and trends. It recommends starting with Twitter or LinkedIn and listening first before participating to build expertise. The key message is that social media is fundamentally changing how businesses conduct research by providing real-time insights.
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Social Media Business Research
- 1. Social Media for business research Ken Sickles: SLA, June 2010
- 2. * Compete.com (via Gigya’s “Social is the Next Search”)
- 3. “Once we know something, we find it hard to imagine what it was like not to know it.” - Chip Heath, Made to Stick
- 4. Nowhere you’ve heard of, NY CITY LIMITS POPULATION: 500
- 5. 500+ Million 105+ Million 70+ Million Social Media has made the global conversation “local”
- 6. What happens in New Orleans stays…
- 7. What happens in New Orleans stays… On
- 8. “gather real-time market intelligence”
- 10. Doing research with Social Media
- 11. Company What are the companies saying? What are customers saying? What are partners saying? What are employees saying?
- 12. 84% Importance & Satisfaction of Private Company Info Sources 31%
- 13. 45% use Facebook or Twitter
- 14. Product What are customers saying? What questions are companies asking? What are companies saying?
- 15. 65 Million / Day 1 out of every 5 tweets mention a product or brand
- 16. 65 Million / Day 1 out of every 5 tweets mention a product or brand
- 17. People Which people are the experts? Which employees matter? Which executives are having conversations?
- 19. 150 Industries
- 20. New user every second
- 21. 50% outside of U.S.
- 23. Wrap Up Use Social Media for Research purposes Find good sources Find hard to get info
- 24. Wrap Up Build your expert network This is important. Really.
- 25. Wrap Up Understand how information discovery and navigation are changing
- 26. * Compete.com (via Gigya’s “Social is the Next Search”)
- 27. 25 billion shares per month Top five websites visited by businesses: Facebook – 6.8 per cent of all traffic Google – 3.4 per cent of all traffic Yimg (Yahoo!’s image server) – 2.8 per cent of all traffic Yahoo – 2.4 per cent of all traffic Doubleclick – 1.7 per cent of all traffic
- 28. Wrap Up Mainstream resource tools (Factiva) still necessary!
- 29. Getting Started (Pick 1/2) Twitter: Get a user name Listen at first Find like minded people Participate LinkedIn Establish your profile Join groups Participate Facebook Establish your profile Use the “like” button Find communities
- 31. Thank you!! kensickles@gmail.com http://linkedin.com/kensickles bstg http://letstalkknowledge.com/
- 32. Resources LinkedIn http://learn.linkedin.com/ Twitter http://business.twitter.com/twitter101/ http://listorious.com/ http://tweetdeck.com/ Facebook http://developers.facebook.com/
- 33. Other resources Delicious, Digg, Reddit, etc. Mainstream resource tools (Factiva) still necessary!
- 34. Social IS NOT A HOBBY! It’s a fundamental shift in the way we do business.
Notas do Editor
- People’s network have become incredibly influential in digital behaviorNot a surprise, at least 1 in 3 searches fail (probably generous)Of course many of these sites deliver a browsing experience, general interest infoHowever, more and more people are turning to their network for discovery, as well as navigationSocial Search grows
- New tools made it easy to participateWhat happens in vegas (or new orleans) stays – on Facebook, twitter, and linkedin
- Social Media tools being adapted for business use
- Barrier to entry, lower costs mean small business (under 100 employees) rapidly adopting social media as their communication platform with their customersThe concept of social CRM is emerging, Twitter/Facebook can actually give small business the ability work with their customer’s
- People’s network have become incredibly influential in digital behaviorNot a surprise, at least 1 in 3 searches fail (probably generous)Of course many of these sites deliver a browsing experience, general interest infoHowever, more and more people are turning to their network for discovery, as well as navigationSocial Search grows