6. TWO WAY CONVERSATION
Consumers and Brands
talking to each other
FEMA- do not use cell
phones to tell people you
are okay, use twitter,
Facebook, etc.
Talk to your senator on
Facebook, twitter, etc.
8. RESEARCH
Consumers: use social media to do research by
asking other consumers what products to buy
Anything from a Car/house purchase to pet
groomers, restaurants, clothing stores, etc.
9. RESEARCH
Brands: Use social media to find out what their
target audience is talking about
Research on age, demographics, income, etc.
We believe this information is accurate:
People don’t know they are being watched with social
media
Huge amount of information and samplings, speed
10. FUTURE
Looking forward with the information we
have to what might happen next…
Presidential Elections: based on social
media discussions might more accurately
predict then polls
Global Warming: predict weather
patterns based on social media keywords
Ex: early plants, rain, etc.
11. FUTURE
Unemployment: predict rate
in future based on what
people say on social media
Ex: laid off, unemployed, etc.
Flu outbreak: predict flu
outbreak based on social
media posts
Ex: sniffles, stomach ache, etc.
12.
13. CUSTOMER RESEARCH: DEFINES THE MARKET
Driving Park Penetration Rate By Age
60%
50%
40%
30%
20%
10%
0%
1-4 5-9 10- 15- 18- 21- 25- 35- 45- 50- 55- 60- 65- 75-
14 17 20 24 34 44 49 54 59 64 74 84
Cardholder Database Research
20,745 residents live within a 1-mile radius of the branch
7,396 cardholders live within a 1-mile radius of the branch
Branch has a market penetration rate of 36%
Penetration rates varied from 20% to 53%
14. CUSTOMER RESEARCH: DEFINES THE MARKET
Claritas PRIZM Clusters
Standard-setting target marketing since 1973
Lifestyle and behavior precision segmentation
Combines demographic, consumer behavior, geographic information to
target customers
22. CUSTOMER RESEARCH: CHANGE BEHAVIORS
• Increase usage
Strategy for • Target users in the sweet spot
Occasional • Develop tools
Users: • Define what behaviors we want
to specifically drive and measure
26. CUSTOMER RESEARCH: MEASURE IMPACT
• Development of business
Outputs to plans
Outcomes • Enhanced research studies
• Goals for the web
27. CUSTOMER RESEARCH: MEASURE IMPACT
Business Plan Goals
What’s our outcome
What is success
How do we measure it
Sunset Plans based on
measurement
Repeatable practice
“This changes everything.”
28. CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
The Ohio State University
Summer Reading Club study
29. CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
The Ohio State University
Summer Reading Club study
30. CUSTOMER RESEARCH: MEASURE IMPACT
7 Years in the Waiting!
Set goals for key website pages
Integrate all channels
Minute-by-minute measurement
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
Welcome and thanks for coming to think and talk about the future of books and libraries. If we had a crystal ball – this would be easy. None of us knows how this will play out so let’s have fun and be creative.Don’t forget – libraries have been in the digital space for awhile – think Library Channel here at CML – Dialog searches – electronic resources, etc.
