Making Communities Connect. MRIA – Ottawa Chapter April 2009. Agenda. How have qualitative methods evolved? What does it mean for marketers? Connecting through online communities Why use online communities? What are the proper uses? What are the keys to success? Some lessons for future.
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MRIA – Ottawa Chapter
“Six out of ten (60%) people reported that they are likely to use social media websites to pass along information they receive online. Additionally, two‐thirds of consumers agree that recommendations from other people online are valuable, credible, and could influence their perceptions of a brand, and hence, influence their purchase decision.” - The Impact of Social Media on Purchasing Behavior, DEI Worldwide
“People know me as a quiet person and someone who likes to keep to herself, however I have a lot of opinions. I think that this is a perfect opportunity for me to finally be able to express myself on issues that are important to me, and to the rest of the community. At school, to be heard, you have to be selected by the student body for different positions, and these people usually don't listen to the others outside of student council etc. I'm not overly popular at school, so I'm never voted in, so it would fantastic if I could finally be involved in something that can make a difference for the better. It's something I've been interested in for a long time.”
What we set out
Some unanticipated conversations
““Informed OPHA about current awareness and knowledge of healthy eating and the obstacles faced (personal and environmental.)”
“Conversation offered some surprising recommendations and ideas – e.g.. the choice of venue was magazines and not TV to get healthy eating messages to youth.”
“The youth led ideas around barriers to eating healthy and talked about solutions such as subsidizing food, and making healthier food easier to access, appealing, etc. These will be included into future strategies.”
Communities are good …
But they are not as well-suited…
“Reading that other kids have the exact same opinions as me was really neat. I also learned stuff about myself and made my thoughts on the subjects clear to me.”