Beruflich Dokumente
Kultur Dokumente
Rome
March 5, 2010
Michael Stanat
Research Executive
SIS International Research
Agenda
Make Social Media more actionable for market researchers
Explain how to integrate new & old methods for robust solutions
What is Social Media
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Getting Clients on Board
Daily
Minutes
per
Visitor
POSITIVE ONLINE ENGAGEMENT
Social
Media
-‐
widely
distributed
SM is 2.8 times more effective than paid
ads
Social
Media
(e.g.
Twitter)
More SM-users search daily for product
Paid
Search
Ad
Only
terms than non-SM users
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Social Media Research Blueprint
Uncovering
Unmet Needs
Monitoring
Opinion &
Feedback
Testing Niche
Markets
Competitive
Intelligence
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
I. Uncovering Unmet Needs
Approaches
YouTube, TED, Qik, Twitter, Linkedin, Yahoo
Answers
Research blogging
Case study: SIS Netnography: “Cosmetic Addicts”
Key Success Factors
Time maximization
Reading beneath the surface for insights
Noting research gaps
Challenges
Proactivity vs. Passivity
Clients DIY: Unilever, Dell, Marks &Spencers
Approaches
BusinessWeek Exchange
Industry bulletin boards
Google Alerts
Compete.com
“Blurking” on employee blogs
Competitor hiring sites
Success Factors & Challenges
Diversification of sources
Uncovering meaningful content
Competitive Intelligence
Monitoring Opinion &
Uncovering Unmet Needs Testing Niche Markets
Feedback
Recruitment Efficiency
Cultivate
Mutually- Approach
Flexible
Beneficial many
incentive
Relationships targeted
management
& Partner sources
Sponsorship
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Conclusions
Social Media supports multiple research
practices.
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
We’re Social
Sources
Business
Insights
–
“Enterprise
Technology
Trends
in
2010”
ROI
research
Nov
2008
Harris
Oct
2009
The
Influenced.
Comscore
2009.
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