how market research can get the most out of social media
TRANSCRIPT
![Page 1: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/1.jpg)
How Market Research Can Get The Most Out Of
Social Media Listening to and Engaging with Consumers
Dr. Niels Schillewaert Social Media Biz Summit @niels_insites May 2013, Buffalo, NY.
![Page 2: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/2.jpg)
SOCIAL EVERYTHING
FLAWSOME
SCREENCULTURE
INFORMATIONCONSUMER
PROFESSIONAL AMATEURS
DEALERCHIC
@niels_insites
![Page 4: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/4.jpg)
Reality = TECHNOLOGY OVER
WHAT SOCIAL IS
ALL ABOUT
OFFLINE
EXPERIENCES DRIVE
ONLINE
REACH & CLICKS
NOT RIGHT METRICS
![Page 5: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/5.jpg)
Research has changed from asking questions to having a conversation
Engagement Research Communities Multi-media Consumer-led Ethnography
Nethnography Social media dashboard – monitoring Social media audit Social Media Listening
@niels_insites
![Page 6: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/6.jpg)
Social media nethnography
@niels_insites
MEDIA
NETHNOGRAPHY
Social
≠
SOCIAL CRM
![Page 7: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/7.jpg)
limitations of interview based techniques
@niels_insites
![Page 8: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/8.jpg)
short
tail
long
tail
white noise
@niels_insites
![Page 9: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/9.jpg)
39.812
@niels_insites
![Page 10: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/10.jpg)
Natural explanations seizure types
PETIT MAL
Also called ‘absence’
People just stand and stare vacantly
My mind was wandering, blank, in a daze
When asked to speak, would talk then just go blank and lose my entire train of thought and having no idea what I had implied
My eyes would blink rapidly and then I would go blank as if I were daydreaming and my mind would be shot
@niels_insites
![Page 11: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/11.jpg)
Natural & medical language
about seizures
25%
Learn what consumers
tell each other
Optimize online
marketing strategy
Find hidden patterns –
blind spots
@niels_insites
![Page 12: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/12.jpg)
@niels_insites
![Page 13: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/13.jpg)
NEGATIVE CONTROVERSY
POSITIVE NEUTRAL
Luigiano
Lisa
Roan
Hester Rachel
Whatever
Rev'N Ros
20%
25%
30%
35%
40%
50% 52% 54% 56% 58% 60%
Jamal
Profiling of Candidates
% POSITIVELY LOADED CONVERSATIONS
% N
EG
AT
IV
ELY
LO
AD
ED
C
ON
VE
RS
AT
IO
NS
@niels_insites
![Page 14: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/14.jpg)
Answers to questions you did not ask
Answers without asking questions
@niels_insites
![Page 15: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/15.jpg)
Lessons learned & limitations
Social Media Nethnography is not a short
cut
Analyse and audit, then track
Time investment for client and agency required through iterative process
It is still not perfect
Sampling
Language & dictionaries
Limited profile information
Upfront feasibility check for critical mass
We still need to ask questions
Only the question follows the answers – a bit like Jeopardy
Complementary to interview based research
@niels_insites
![Page 16: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/16.jpg)
![Page 17: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/17.jpg)
@niels_insites
![Page 18: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/18.jpg)
@niels_insites
7x
![Page 19: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/19.jpg)
@niels_insites
![Page 20: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/20.jpg)
@niels_insites
![Page 21: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/21.jpg)
@niels_insites
![Page 22: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/22.jpg)
@niels_insites
![Page 23: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/23.jpg)
20% to 40% unique insights from the crowd
CROWD-INTERPRETATION
@niels_insites
![Page 24: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/24.jpg)
@niels_insites
![Page 25: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/25.jpg)
![Page 26: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/26.jpg)
![Page 27: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/27.jpg)
![Page 28: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/28.jpg)
![Page 29: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/29.jpg)
![Page 30: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/30.jpg)
![Page 31: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/31.jpg)
![Page 32: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/32.jpg)
Consumer insights inspire the nightlife experience of tomorrow
How to create the club of tomorrow?
![Page 33: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/33.jpg)
Making the final selection on Pecha Kucha nights
in Milan, New York, Sao Paulo & Tokyo
Crowdsourcing emerging designers
via social media
![Page 34: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/34.jpg)
Online Research Community
![Page 35: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/35.jpg)
Join forces with a multidisciplinary group of designers
Facilitate co-creation among the design team
Connect with clubbers and understand their journey
Report the findings to the designers & select the ideas
How to create the club of tomorrow?
![Page 36: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/36.jpg)
![Page 37: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/37.jpg)
The layout takes a cue from
the nightlife journey of clubbers
The RESULT?
![Page 38: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/38.jpg)
It is so frustrating
not to be noticed
by the bartender!
I’m clearly trying to
get his attention,
however others are
being served before
me.
![Page 39: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/39.jpg)
The bar is interactive and allows you to order a beer,
it even keeps track of who is next in line.
![Page 40: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/40.jpg)
Leave your drink on the numbered shelf
and go crazy on the dance floor.
![Page 41: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/41.jpg)
RESULTS
Open Design Exploration has become the 4th Global Activation Platform for Heineken
![Page 42: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/42.jpg)
H® BUILDS CREDIBILTY IN DESIGN WORLD 13.000 + V I S I T O R S
3 MILLION + V I E W S O N V I C E T V ; 2 1 . 0 0 0 + V I E W S O F O D E M O V I E S
- C O O L H U N T I N G + 250.000 VIEWS
- W A L L P A P E R + 70.000 V I EW S + 600.000 p r i n t
533 C O V E R A G E P I E C E S O N T H E C L U B + 1 4 I N D E P T H I N T E R V I E W S
“ I thought Heineken's Milan concept club project was a real highlight of the Milan furniture fair. Ambitious in scope and extremely well executed,
it really moved the brand forward and positioned it as a defining force within the design world. I was particularly impressed by the brand's approach to mentoring and nurturing new design talent.“ Sunday Times: Style
![Page 43: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/43.jpg)
SOCIAL EVERYTHING
FLAWSOME
SCREENCULTURE
INFORMATIONCONSUMER
PROFESSIONAL AMATEURS
DEALERCHIC
@niels_insites
![Page 44: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/44.jpg)
@niels_insites
![Page 45: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/45.jpg)
What you DO to people is equally important as
what you ASK
@niels_insites
![Page 46: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/46.jpg)
It is about HUMANS, not technology or panels
@niels_insites
SOCIAL MEDIA FOR RESEARCH
IS ABOUT …
Knowledge Leverage
Touchpoint Leverage
Internal Leverage
They do not pay attention to BORING things.
We need to ENGAGE, and relate with our audiences
Also CROSS-CULTURALLY
And create IMPACT within
![Page 47: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/47.jpg)
www.insites-consulting.com
www.howcoolbrandsstayhot.com
www.theconversationmanager.com
@niels_insites
![Page 48: How market research can get the most out of social media](https://reader034.vdocuments.us/reader034/viewer/2022051618/55d528fcbb61ebe2498b45ef/html5/thumbnails/48.jpg)
linkedin.com/in/nielsschillewaert @niels_insites [email protected]
www.insites-consulting.com
New York I London I Ghent I Rotterdam
Managing Partner