G aining insight into new markets how to use social media for market research productcamp ottawa
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G aining Insight into New Markets: How to use Social Media for Market Research ProductCamp Ottawa. November 2 nd 2013 Caseware –St Laurent. Gaining Insight Into New Markets: How to Use Social Media for Market Research.

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November 2 nd 2013 Caseware –St Laurent

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Gaining Insight into New Markets: How to use Social Media for Market Research ProductCamp Ottawa

November 2nd 2013

Caseware –St Laurent


Gaining Insight Into New Markets: How to Use Social Media for Market Research

  • Do you need to learn more about a new market? This session will cover how to use social media to make discoveries about the market you are evaluating.

  • We’ll talk about how you can gain insight into the burning issues, who the key players are, what events prospects are attending and which publications are relevant.

  • We'll also discuss how to find and connect with influencers and build a following so that you have established a community if and when you are ready to launch.

  • We’ll use a small B2B software company as a case study and start with Twitter, covering tips and best practices.

  • Then we’ll lead a discussion about LinkedIn, Facebook, and other social media platforms. Which ones have you found to be most effective to further your market research goals?


Case Study: STaCS DNA

  • Small software company

  • Customers: forensic DNA labs – FBI, RCMP, US Army, large state labs

  • Markets:

    • Forensics

    • Healthcare / Personalized Medicine

  • Goals

    • Gain experience using social media

    • Learn about markets

      • Influencers – people, organizations, publications, blogs

      • Industry associations

      • Competition

      • Events

      • News

      • Trends, issues

      • Channels

    • Build community


Getting Started

  • Cover basics first: How do you want to be perceived?

    • Branding, messaging, website

    • Value proposition in 140 characters

  • Who should you follow?

    • Online research

    • “Who to follow”

    • Follow the followers

    • Search terms

    • Competition

  • What you get

    • Breaking news

    • Opinions

    • Conferences – presenters, exhibitors, competitors, attendees, content – follow the #

    • Publications, blogs, webinars

    • Wealth of Too much information


Tweeting & Tracking

  • What to tweet?

    • Nothing at first

    • News, promotions

    • Retweet

    • Comment, conversations

    • Live tweet events – use event #

    • Tweet-ups – guests, Q&A

  • Tools

    • RSS feed

    • Hootsuite

    • Link-shortener – bit.ly

  • Track metrics

    • Hootsuite, tools, spreadsheet

    • Following  followers


Best Practices

  • Your tweets

    • 10:1 news-to-promotion ratio

    • Real-time

    • Short – 130 characters

    • Engaging

    • Sentences

    • Keep it up – 3+ tweets/day

    • Photos, video

    • Use hashtags

  • Interacting

    • Don’t be an egg

    • @replies, mentions

    • Welcome new followers

  • Promote your Twitter handle


Let’s Talk

  • What market research tips do you have for using Twitter?

  • LinkedIn?

  • Facebook?

  • Your blog?

  • Others?


  • Login