Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Rome
March 5, 2010
Michael Stanat
Research Executive
SIS International Research
Agenda
Make Social Media more actionable for market researchers
Explain how to integrate new & old methods for robust solutions
What is Social Media
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Getting Clients on Board
Daily
Minutes
per
Visitor
POSITIVE ONLINE ENGAGEMENT
Social
Media
-‐
widely
distributed
SM is 2.8 times more effective than paid
ads
Social
Media
(e.g.
Twitter)
More SM-users search daily for product
Paid
Search
Ad
Only
terms than non-SM users
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Social Media Research Blueprint
Uncovering
Unmet Needs
Monitoring
Opinion &
Feedback
Testing Niche
Markets
Competitive
Intelligence
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
I. Uncovering Unmet Needs
Approaches
YouTube, TED, Qik, Twitter, Linkedin, Yahoo
Answers
Research blogging
Case study: SIS Netnography: “Cosmetic Addicts”
Key Success Factors
Time maximization
Reading beneath the surface for insights
Noting research gaps
Challenges
Proactivity vs. Passivity
Clients DIY: Unilever, Dell, Marks &Spencers
Approaches
BusinessWeek Exchange
Industry bulletin boards
Google Alerts
Compete.com
“Blurking” on employee blogs
Competitor hiring sites
Success Factors & Challenges
Diversification of sources
Uncovering meaningful content
Competitive Intelligence
Monitoring Opinion &
Uncovering Unmet Needs Testing Niche Markets
Feedback
Recruitment Efficiency
Cultivate
Mutually- Approach
Flexible
Beneficial many
incentive
Relationships targeted
management
& Partner sources
Sponsorship
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
Conclusions
Social Media supports multiple research
practices.
Copyright © 2010 – 2020. SIS International Research Inc. All Rights Reserved.
We’re Social
Sources
Business
Insights
–
“Enterprise
Technology
Trends
in
2010”
ROI
research
Nov
2008
Harris
Oct
2009
The
Influenced.
Comscore
2009.
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