The document discusses the value of social media for market research professionals. It highlights how social media allows researchers to ask questions, share thoughts, and personalize examples to truly engage audiences. It also outlines some of the key benefits of social media including expanding reach, establishing credibility, staying relevant, and allowing people to talk about your business. The document emphasizes that social media is not for every project but is a valuable tool for obtaining consumer insights when used appropriately.
2. The result of true
engagement!
ask questions!
share thoughts!
personalize examples!
photo credit: flickr - theparadigmshifter!
3. Social Networking
Social Media
Web 2.0
What does it mean
Social media refers to activities, practices, and behaviors
among communities of people who gather online to share
information, knowledge, and opinions using conversational
media. Conversational media are web based applications
that make it possible to create and easily transmit content in
the form of words, pictures, videos, and audios.
The Social Media Bible - Lon Safko and David K. Brave
12. A Marketing Tool
o Expand your reach and build a reputation
o Stay in front of clients
o Establish credibility and professionalism
o Keeps your business up to date and relevant
13. "Everything you do is how you are seen"
Jason Baer
#1 SM Benefit:
People Will Talk about you!
#1 SM Fear:
People Will talk about you!
15. Social Media Etiquette
• Give more than you expect to receive.
• Do not say anything online that you would not say to someone in
a personal interaction. Play nice!
• Contribute; add value; add content.
• Be respectful.
• Do not be pushy.
• Generate trust by building
quality relationships.
• Stay engaged and present in
the SM space you frequent.
16.
17.
18. How is it different?
• Compared to other social
networks
o Business focused
o Relatively easy to use
o More structured
o Little advertising
19. How it works
• Create a profile
• Grow your network
• Use your network
o People find you /
you find other
people
• Optional - more
advanced features
o Answers, groups,
status updates, etc.
20. Benefits
• Clients are using LI; you want to be seen
• Establishes credibility
• Know the people you are
about to meet
o who is emailing or
calling you
o prep for client meeting
• Proactively search out
potential clients
21. Prepare your profile
• Fill it out completely
• Use a photo
• Include email in last
name or summary
description section
• Include links to your
website, blogs, slide
shows
• Update your profile
regularly so you show up
in the LinkedIn updates
22. Build your network
• Let LI search email
addresses
• Invite anyone you meet
related to business
• Use school and employer
match tools
• Customize invitations -
marketing!
Discuss: Should you accept
all invitations?
23. Introductions
• Find someone you want to
meet
o search by titles, location,
company, keywords
• Can ask to be introduced via
one of your connections
o Closer connections are more
successful
• Or go directly with InMails
24. Enhancements
• Recommendations
o Write them for other
people; they will write them
for you
o Or ask for them- tools
• Status updates
o What are you working on
now?
o More passively tap your
network
25. Groups
• Thousands of groups
o Join
o Create
• Adds logo to profile
o reinforces specialties
• Introduces you to whole
new network
• Quality varies
34. Privacy
• Can assign different levels of access
• May want to keep your home
address, phone and primary email
off
• Can have different user profiles
35. Communicating
• Post on your wall
• Facebook email
• Chat
• Private messages
• Pokes
• Status Updates
36.
37.
38. What is it?
• Microblogging
• Send tweets - 140 character
messages - to those who are
following you
• Two segments
o Friends communicating real
time
o Business networking, sharing
information, news
40. Benefits
• Keep in touch with friends, family, coworkers,
colleagues
• Build a community
o Meet and get to know new people
• Keep on top of the marketplace
• Create an image for yourself
o expertise . . . and personality
• Drive traffic to your site or blog
• Freedom to follow/drop anyone
• Posts are short
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how does utilizing SM make sense for your project?
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Elysa - reference to previous “coffee shop” analogy SM leads to personal meeting and in-person communication ?’s
Use your network to ask to be introduced
- the more you fill it out, the more likely others will find you. Schools, employers, organizations, etc. – looks more professional, inviting and memorable to make it easier for everyone to contact you - anything you have you want to share.
You look more legitimate if you network is fairly substantial Let LI search your email addresses - Outlook and web-based email Invite anyone you meet related to business (or who could be related to business) Periodically review who else from your schools and previous employers is on LinkedIn and invite those you know (benefit of including these things in your profile) invitations – let them know what you are doing now- great marketing in itself. Accept invitations from anyone you know (and at least somewhat respect)
Just joining groups puts their logos on your profile and can reinforce your specialties or focus to those who view your profile Getting involved in groups that are of interest to you can introduce you to a whole new network, and gives you an opportunity to impress people/gain trust Groups vary a lot - some provide lively, stimulating discussions, others have a lot of SPAM and/or job inquiries, and many others are just dead Can also create your own group - e.g., Ricardo's
Ask for audience input
Similar to QRCA Member Forum But open Focused on individual questions vs ongoing discussions Closes after 7 days Answer questions where you can add value May get selected as "Best Answer" reinforce expertise
Ben - stats
Like Amazon.com product recommendations
"Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
"Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
"Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
"Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
"Privacy is one of the key differentiators of Facebook from other social networking services. Facebook gives you the option to control what others see, right down to individual photo albums, or various pieces of personal information like your address, phone number, and screen name on instant messaging services."
Ben
Like Amazon.com product recommendations
like going to a big party and eavesdropping on whatever conversations you want - you can invite the people you want at your party, but they can talk about whatever they want to when they are there
Friends, colleagues, clients, gurus, authors, celebrities, news media - doesn't have to be people you know
Ben
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Ben - struggle with communicating new thought stream Elysa - power of a blogger, twitter, etc...
Elysa - sent 20 mins before trad media
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Elysa - talk about at Traditional TV ad
Ben - different effect since rise of SM, more effective research