Presentation given for the Global Online Moderator Community

1. “New”
Market
Research
#newqual

2. Ben Smithee
2010

3. The result of true
engagement
ask questions
share thoughts
personalize examples
photo credit: flickr - theparadigmshifter

4. topics
what is it?
how is it changing research?
what’s its value to us?
where do we start?
where is it going?

5. synergistic channel
research, design, marketing,
communication, feedback

6. multi-input/output

7. SM helps to flip the funnel
insights
advertising Research
marketing PR
insights
advertising
Research
customer marketing
PR

8. it’s no longer about shouting
1,000 100 10

9. it’s about building and
maintaining relationships
10 100 1,000

10. amazingly intimate
Phto Credit http://weenieenema.blogspot.com/2006/12/anthropomorphic-bears.html

11. self-promotion takes a
backseat to generosity
photo credit: Catalogue for philanthropy

12. showing our clients....
a brand is not what “you” say it is,
it is what they say it is:

13. it’s about the community

15. fastest growing community site
-1,382% increase in visits
475,000 unique in Feb 08 - 7 million Feb 09
131% increase in March up to 9.3 Million
largest age group adults 35 - 49

17. realize the massive potential...
but don’t under-estimate the
power of one!

18. focus on the influencers!

19. where does social media fit
in MR?

20. names you are tired of hearing

21. names you are tired of hearing
by understanding these

22. you can better understand these

23. experience
today’s consumers:
1. blog
2. comment
3. vlog
4. tweet
5. talk to others
6. call customer service

24. seek first to understand
photo credit: leadingandlovingit.wordpress.com

25. real-ti line?
me up te on
dates unica
omm unbiased buzz
er sc
c tom
us col Y
my lege en
do G
how does utilizing SM make sense for your project?
non-i
ntrus
ive m B2
onito techn B
ring olog
y
o they a te
hat to ols d tim tion
in va
w
use? bs er
o

26. social media monitoring

28. syndicate

29. my daily newspaper

30. bloggers have a voice

31. monitor traffic

32. the eyeballs are moving
www.smart-distribution.co.uk/.../index.html edutech.csun.edu/aln/?q=node/201

33. content is still king
...it’s not all about the
Benjamins

34. video chat/journaling

35. tubemogul

36. i’m finally on facebook...
now what?

37. harness its power effectively

41. but my clients are interested in
their company

42. so are all of these people

44. isn’t YouTube just for ridiculous
home videos?

45. not anymore
Youtube - search - Sprint “now”

46. instant feedback and reviews

47. Analytics, Internal Utilization

48. it’s not really about building
MROCs!

49. it’s about providing a
platform for engagement
communities form....

50. respondent communities

51. how do I sell this to my client?

52. S.H.O.C.K.
Sincere
Holistic
Opportunity
Competition
Knowledge

53. examples from experience?

54. thatsnotcool.com
✦guest videos
✦youtube
✦facebook
✦myspace

55. thatsnotcool.com
✦1Million + pageviews
✦Press coverage in NYT, Chicago
Tribune, Today Show
✦over 200,000 callout cards sent
✦Over 29,000 Facebook fans

56. a socially interactive approach
at SXSW 2009 and 2010

57. SM in recruiting, interviewing,
follow-up, logistics,
deliverables

58. www.youtube.com/spychresearch
videography and production by @JohnFilm

59. looking forward

60. research is evolving

61. research is evolving
research has evolved

62. further movement toward true engagement and
online communities

63. augmented reality/ location-based
applications and advertising

64. where are you?

65. what is the bottom line?

66. SM is not for everyone and
everything

67. we are past “twitter is cool”
and “get a facebook page”

68. targeted messages are
becoming less “targeted” as
communication becomes more
engaging

69. SM gives us another valuable
set of tools and methods to
obtain consumer insights

70. as our clients begin to
understand this evolution, they
will expect us to as well.

71. the evolving need is for holistic
research solutions that fit with
marketing efforts seamlessly

72. please keep in touch!

73. Ben@SpychResearch.com
215.501.2341
SpychResearch.com
@SpychResearch
.com/in/Benjamin Smithee
/ben.smithee