social media research 2.0

© Fountainhead Brand Consulting, 2013

Social Media Research 2.0 – What's Next? !

May 20, 2013!


Consumer’s use of media has changed significantly!

#1 website visited by 4 in 5 active online users1

70% will access FB via mobile devices by Q3 2013 2

50% “Like” a brand. Preferred media for product feedback 1,3

1. Nielsen Social Media Report: Q3 2011 2. McKinsey Global Institute, The Social Economy, July 2012

3. Nielsen Wire April 2012

Discover Your Untapped Potential!2


Opening the door to a new era for market research!

90’s Pre-‐Internet Era

00’s Internet Era

Today Social Media Era

Online Search Search Engine Stats

Social Media Listening Sen4ment Scoring

Bulle4n Board Groups Online Communi4es

Facebook Qualita4ve Private Social Groups

Library Searches

Focus Groups

Online Surveys Mobile Surveys Social Media Surveys Phone Surveys

SECONDARY

QUALITATIVE

QUANTITATIVE

CONSUMER BEHAVIOR



While social media monitoring is the primary tool used today, many see potential in other emerging methods!

AMA Webcast Poll n=566, September 2012

57%

33%

21%

10%

35%

29%

20%

12%

36%

3%

Monitoring

Discussion or Co-‐crea4on

Recrui4ng

Private panels

None of the above

Social Media Research Methods -‐ Importance and Usage

Use Now

Most Important



These next generation of tools provide “Engagement”!

Intense interaction and idea generation with stakeholders

Co-creation

Continuously test your future vision with consumers



Major brands are already using social media as focus groups!

“It’s a new way of ge/ng consumer research,” said Ann Mukherjee, chief marke=ng officer of Frito-‐Lay North America. “We’re going to get a ton of new ideas. This is a real compe==ve edge for us.”

Facebook, Twitter and Foursquare as Corporate Focus Groups, NYTimes.com 7/31/12



Wholly Guacamole asks Facebook Fans for program feedback!

Wholly Guacamole sees Facebook as a great tool to ask consumers for quick feedback on upcoming marketing programs as well as new packaging and product ideas. !



Rubbermaid uses product review discussion for insights!



Lego uses their own social community for ideation!



However, public forums don’t always work for engagement!

http://www.adweek.com/adfreak/mountain-dew-soda-naming-contest-crashed-pranksters-142715



They also don’t allow consumers the intimacy that they desire!

“28% of Facebook users shared all, or almost all, of their wall posts with an audience wider than just their friends”

Source: hYp://www.consumerreports.org/cro/magazine/2012/06/facebook-‐your-‐privacy/index.htm 5/3/12



We believe private social media groups like Digsite™ are the future of social media research!

Target

Mobile device enables ethnography

Private group builds collabora4on

Known target maximizes relevance



Digsite™ uses Facebook or a secure social media site for in-depth consumer engagement!

for



In a recent pet food project, we conducted ethnographic research using “friend only” posts among group members!

AcDviDes/interests:

Timeline posts: Brands liked:



Participants uploaded video to demonstrate their needs!

hYp://www.youtube.com/watch?v=M4QioSE5S2I&feature=player_detailpage

~Geri



And even helped build their ideal pet food brand!



In a project to create new meal products, we asked consumers to post their daily meals and discuss recipes, likes and more!



To reposition a supplement brand, we received weekly ratings and in-depth feedback as positioning evolved!

Private raDngs Group discussion

13 12 12



In helping an appliance company build a loyalty program, we observed all consumer touch-points with the brand!

Website

Service A

Service B

Maintenance

Service A

Service B

Email/Social Media

Service A

Service B

Customer Service Center

Service A

Service B

“I should be able to ask customer service reps ques4ons regarding not just warranty coverage and service rep informa4on, but also best prac4ces for any type of cooking and cleaning problem. I should also be able to easily order replacements and accessories. I think there should be some reciprocity so that it would nice to be asked for feedback regarding what I like and do not like about my new appliance, how the installa4on went and if I had any unanswered ques4ons” Linda -‐ Facebook Group Par4cipant



Private Social Media groups like Digsite™ offer additional opportunities!

Localized Program Development • Build groups based on smaller regions/subgroups • Discuss local media, retailers, events and news • Gain feedback on fit with various local strategies

Beta-‐Tes4ng Communi4es • Build groups to try early product prototypes • Gain survey and in-‐depth feedback in real 4me • Have early adopters share and discuss a range of applica4ons

Riding a Trend Research • Build groups based on early adopters of a new technology • Uncover ideas that put your organiza4on at the forefront



Ultimately, these methods could help minimize budget tradeoffs!

Faster

Value BeYer

ü  Real-time observation ü  Collaboration & co-creation ü  Continuous feedback

ü  Targeted recruitment

ü  Mobile and video capabilities

ü  Group and private discussion

ü  Lower cost than ethnography and online communities

ü  Minimal travel ü  No need to maintain

ongoing panels



And integrate methods to drive marketing initiatives from insight to strategy!

Uncover unmet needs�

Develop & prioritize

ideas�

Refine in real-time�



Visit our website at http://www.fountainheadbc.com

23

Questions?!


Social Media Groups offer benefits over traditional research methods!

Engage consumers when and where they want to

talk about brands

Recruit known target (low-‐incidence) in mul4ple

loca4ons

Gain ethnographic insights by viewing social media profiles, ac4vi4es and

posts

Get to know consumers over weeks or months without costly online

communi4es

Collect behavioral data while it happens using

mobile interface

Gather both in-‐depth individual feedback and

group discussions



While overcoming downside of social media listening !

You can generate conversa4ons in topic areas not naturally

discussed on social media

Smaller sample size makes detailed coding feasible

You know the conversa4ons are coming

from your target consumer

You can observe “Friend Only” conversa4ons

among group members

You can discuss topics in a private forum where

consumers might be more comfortable sharing


social media research 2.0

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