following the true leaders - your customers

Following the True Leaders –Your CustomersDecember 1, 2011 * Todd Harff * ICAA

@CreatingResults #ICAA2011#ICAA2011

In the next 60 minutes …

• Market Research – Then & Now

• Where Your Customers Are Leading You

• New Opportunities, New Concerns

• Social ~ Web ~ Email

(three new places to get insights & how to apply them for better marketing results)

• Process for Market Research 2.0

• Q&A

AGENDA


BUT FIRST

• What do you want to do?

• What question must be answered to achieve that goal, but you need more data?

• What do you wish you knew about your prospects?

Market Research:THEN & NOW


Market Research: Then & Now

• Phone Surveys

• Mail Surveys

Online Surveys• A/B split testing• Random

sampling• Random

question order• Piping



• Concept Testing

• Crowdsourcing• Ranking• Voting



• Focus Groups• Online

panels/researchcommunities



• Focus Groups

• Day in the life blogs

• Digital diaries• Online

ethnographies



• Mystery Shopping

• Pop up polls• Web analytics• Call &

customer interaction monitoring

• Alerts

TIP: Use Google Alerts to monitor brand sentiment with saved searches for your brand name and key words such as LIKE, LOVE, HATE and COMPLAINTS.

“Del Webb + complaints” uncovered this blog filled with submissions from unhappy homeowners.

TIP: Use Call Source to track calls AND listen to the clips for customer insights, to monitor quality of salespeople and more.



• Intercept surveys

• Formal/informal monitoring of chats, message boards, forums

• FB polls• Online surveys


Market Research 2.0

• Information & insights offered

– Formally - Informally

– Without the customer knowing they’re offering them

• Opportunities for gathering, recording and analyzing data

– At a lower cost

– In an automated fashion

– In real time

WHERE YOUR CUSTOMERS ARE


Source: Pew Research & American Life “Generations Online in 2009”

CONTEXT

@CreatingResults #ICAA2011

2010 RESEARCH

87%

74%

60%

57%

56%

53%

51%

38%

37%

25%

24%

21%

0% 20% 40% 60% 80% 100%

Travel

Health

Local

Real Estate

Financial

NonProfit

Education

Shopping

Fitness

Senior Living

News

Mortgage

Popular Website Categories - ALL

Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf

NEW SOURCES,CHALLENGES,

& OPPORTUNITIES


New Sources – New Challenges

• Sources

– Cookies, trackers

– Analytics, Real-time analytics

– Monitoring/listening

• Challenges

– Respecting privacy

– Securing data

– Analyzing the flood of data


Find out who is tracking you at http://on.wsj.com/n4YAFv


11.7%

4.44% 3.89%

18.6%

7.0%

4.7%

6.9%

13.8%

0.0%

9.5%

4.8%

9.5%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

Privacy/Exposure Privacy/Safety Privacy/Intrusion

Like Least About Social Networking (by Age)

40-54 Pct 55-64 Pct 65-74 Pct 75+ Pct

Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf


New Opportunities• New Opportunities

– Consumer benefits

• more relevant content

• customized experiences

• short cuts & sharing

– Marketer benefits

• more targeted

• more cost-efficient

• more effective


GET CLOSE. NOT CREEPY.

Key Source #1:SOCIAL MEDIA

For lists of resources & links, visit www.MatureMarketingMatters.com

Facebook Insights – built in, available to all page admins

Upgraded metrics

HootSuite stats– built in


Twitter: Seek and ye shall find

• Set up searches within HootSuite et al – or use twilerts

• Your brand name +– LIKE

– LOVE

– DISLIKE

– HATE

– FAIL

– SERVICE

LinkedIn Insights – built in, available to all page admins

Currently feel circles are best source for insights in Google+ - see who is influencing your influencers

YouTube Insights – built in, available to all page admins


Extra, Extra!

• Monitoring the social sphere– (Paid) Social Media Monitoring services

– (Free) Google alerts

Key Source #2:WEBSITE ANALYTICS


Google Analytics

TIP: Make sure Analytics code is on EVERY page of the site, not just some pages.


TIP: See what keywords attract best traffic then create more content optimized for those words.


TIP: Use custom reports for a more actionable picture.


Extra, Extra!

TIP: Get the benefits of online surveys even if administered offline and you’ll see more quantifiable, actionable data.

TIP: Use Quantcast and Alexato evaluate other sites for advertising or PR opportunities.

Key Source #3:EMAIL METRICS


Email Service Providers

• Benefits– CAN SPAM compliance – White listing

– Better tracking and metrics

– Segmentation

• Options– Constant Contact

– MailChimp

– iContact

– Exact Target

– Get Response


Must Track

• Open rates– Hourly/daily

– Subject lines, sender, other variables

• Click throughs

• Bounce rates

TIP: Those who opened within first hours of an email message are “hot leads.”


Must Track

• Subscribes/unsubscribes

• Shares

• Forward to a Friend


Extra, Extra!


Extra, Extra!

• Most ESPs allow for CRM integration

• Benefits– Reduce data entry error

– Reduce data entry time (don’t have to export the list)

– Seamless data dump straight into your lead database

– More complete picture of leads and prospects


TIP: Encourage subscribers to tell you what they’re most interested in, then honor their preferences. You’ll enjoy higher open rates, click through and loyalty.


TIP: Targeted emails can improve open rates by 10% or more.

PROCESS


Process

1. Learn

– Listen to your customers

– Analyze what you have learned

– Develop strategies, objectives and action items based on the analysis


Process

2. ACT! Apply the insights for greater results

– Sales team

– Marketing/PR teams

– Programming

– Customer service

– Leadership


Process

3. Measure what matters & adapt


Dance Lessons

Platforms, resources, tools mentioned here AND many, many more on our blog

MatureMarketingMatters.com

For the next week


Stop Shouting – Start Following"To watch us dance is to hear our hearts speak."


QUESTIONS?CREATING RESULTStoll-free 888-205-8899

www.CreatingResults.comBLOG: www.MatureMarketingMatters.com

www.twitter.com/CreatingResults

Experts in marketing to mature consumers

2010 RESEARCH

following the true leaders - your customers

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