Why Listen P Harris Esomar 100310

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peteraharris

a 15 minute presentation about listening in research

Tecnologia Negócios

What’s all the buzz about listening
+ is this a place for research?
Presented by Peter Harris
peter.harris@visioncritical.com
peteraharris@wordpress.com

Peter Harris

AUDITOR marketing RESEARCH
Family man AMSRS aussie NEW MEDIA
building relationships ASHES TRAGIC

“Stop, Collaborate and Listen” – Vanilla Ice

“It’s not what you say about you,
it’s what they say about you.”
- SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL

RELATIONSHIPS THAT YIELD START WITH LISTENING
Concept by Mark Pollard

IMAGE BY PDavidee FLICKR

CONVERASTIONAL MARKETPLACE

EXPLOSION

IMPLICATION: Listen to and analyse conversations in social media

EMPOWERED
CONSUMERS
are motivated and capable to innovate

IMPLICATION: Co-create not just test with empowered consumers

Yesterday Today

listening

tools

Passive consumers Active consumers
Testing tools Co-creation tools
Closed innovation Open innovation

CHANGING ROLE OF RESEARCH
Yesterday Today
Ask & Answer (One Way) Listen and Discuss (Two Way)

Behind the mirror Co-creation groups (no mirror)

Research as Translator Research as Mediator

“What we didn't get was the passion this very loyal small group
of consumers have. That wasn't something that came out in
the research.”

Neil Campbell, president, Tropicana, North America to The New York Times upon
pulling its revamped packaging in February after consumer complaints.

http://www.mediapost.com/publications/?fa=Articles.showArticle&

TOOLS AND METHODS: SOCIAL MEDIA MONITORING

Social Media Buzz Monitoring
1. Free Alert Systems

2. Paid Analysis Dashboard

3. Full Service Insights Partners

Source: Organic Interactive

117 Social Media Monitoring Tools

http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki

TOOLS AND METHODS: SOCIAL MEDIA MONITORING

Embedded Listening
opt-in, aggregates statistics, anonymous logs

Google streams quant data straight from users

Listening + Participation = Relationships and Loyalty

Brian Solis

“ There are no limits. There are plateaus, but you must not
stay there, you must go beyond them. A man must
constantly exceed his level.” Bruce Lee

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Why Listen P Harris Esomar 100310

1. What’s all the buzz about listening + is this a place for research? Presented by Peter Harris peter.harris@visioncritical.com peteraharris@wordpress.com

2. Peter Harris AUDITOR marketing RESEARCH Family man AMSRS aussie NEW MEDIA building relationships ASHES TRAGIC

3. “Stop, Collaborate and Listen” – Vanilla Ice

4. Why we Listen

5. “It’s not what you say about you, it’s what they say about you.” - SEAN MALONEY, EXECTUIVE VICE PRESIDENT, INTEL

9. What’s the Impact for research?

10. RELATIONSHIPS THAT YIELD START WITH LISTENING Concept by Mark Pollard IMAGE BY PDavidee FLICKR

11. CONVERASTIONAL MARKETPLACE EXPLOSION IMPLICATION: Listen to and analyse conversations in social media

12. EMPOWERED CONSUMERS are motivated and capable to innovate IMPLICATION: Co-create not just test with empowered consumers

13. Yesterday Today listening tools Passive consumers Active consumers Testing tools Co-creation tools Closed innovation Open innovation

14. CHANGING ROLE OF RESEARCH Yesterday Today Ask & Answer (One Way) Listen and Discuss (Two Way) Behind the mirror Co-creation groups (no mirror) Research as Translator Research as Mediator

15. “What we didn't get was the passion this very loyal small group of consumers have. That wasn't something that came out in the research.” Neil Campbell, president, Tropicana, North America to The New York Times upon pulling its revamped packaging in February after consumer complaints. http://www.mediapost.com/publications/?fa=Articles.showArticle&

16. Listening Tools

17. TOOLS AND METHODS: SOCIAL MEDIA MONITORING Social Media Buzz Monitoring 1. Free Alert Systems 2. Paid Analysis Dashboard 3. Full Service Insights Partners Source: Organic Interactive

18. 117 Social Media Monitoring Tools http://beta.tiptopbest.com/redir.php?url=http://wiki.kenburbary.com/social-meda-monitoring-wiki

19. TOOLS AND METHODS: SOCIAL MEDIA MONITORING

20. Embedded Listening opt-in, aggregates statistics, anonymous logs Google streams quant data straight from users

21.

22.

23. Listening + Participation = Relationships and Loyalty Brian Solis

24. “ There are no limits. There are plateaus, but you must not stay there, you must go beyond them. A man must constantly exceed his level.” Bruce Lee

25. Continuous listening

Why Listen P Harris Esomar 100310

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