Jim Longo @ LongoMR Vice President of Research and Marketing Itracks

1. Jim Longo @LongoMR Vice President of Research and Marketing Itracks

2. Really, what is it? Social media are media for social interaction, using highly accessible and scalable communication techniques. Social media is the use of web-based and mobile technologies to turn communication into interactive dialogue.

3. The Impact Social Media is a Source for Consumer Insights The Importance of “Listening” to Consumers Market Insights with social research Market Research Vendor Mash-Up

4. Who is using it? • Measure Consumer Sentiment Analysis • Like/Dislikes • Buy/Not Buy • Connect with Customers

5. How is SMM being used? • Social media monitoring tools are currently used in a variety of ways and some tools are designed more for one specific use. Examples include: • PR or Customer Relationship Management • Marketing - campaign measurement • Marketing research - to gain deeper insights • HOW the tool is used may also determine WHERE in an end-client organization the platform resides, such as marketing, advertising, PR, corporate communications. • Market research clients may not even know that another department is already using a platform that they may be able to access. • There may be a full-time staff member dedicated to social monitoring or it might be part of a larger role, such as brand management.

6. Who owns social media? • There is currently a fair amount of controversy over ownership of this new space. • Advertising agencies, market researchers and end clients are currently fighting for this space. • Because digital conversations are “qualitative on a quantitative scale,” many believe that analysis should reside with an objective researcher, similar to the rationale as to why end clients should not conduct their own market research.

7. Why do I care? • SMR can increase revenue • SMR can serve as an additional revenue stream • SMR can add value • Complement/support other methodologies • SMR can develop new business • Used as part of your ‘pitch,’ SMR can differentiate you from other competitive research agencies. Clients appreciate knowing that you understand their brand AND can uncover strengths, weaknesses, opportunities and threats BEFORE they hire you. • SMR can build client relationships • Transition from a project-to-project client relationship to a partnership where you watch and monitor conversations about their brands, allowing you to proactively suggest research topics versus waiting for the client to come to you.

8. What can we learn from SMR Uncover new/diverse consumer types and/or respondent groups Learn the ‘language’ the target market speaks in, in order to better inform other research methodologies or help hone d-guide creation Unearth larger scale topics/issues that can be probed upon/expanded in other deeper-dive methodologies Uncover real-time, current buzz without having to wait until it becomes mainstream Understand where conversations are taking place, so as to direct marketing efforts towards specific channels AND leverage the opportunity to launch and fuel conversations where there currently are none Add value to any research execution while limiting time and budget resources, yet maximizing geographical coverage

9. Sum it up

10. Social Media Monitoring Online Qualitative

11. Real World Example Discussion Levels: Casual Dining

12. Real World Example Sentiment: Casual Dining This chart shows that Red Lobster has relatively the same number of positive and negative comments as compared to other seafood chains and another Darden subsidiary (Olive Garden), but is viewed more favorably than Applebees. (This analysis could be modified to represent any other restaurant chains in Red Lobster’s competitive set.)

13. Real World Example Brand Passion Index: Casual Dining The Brand Passion Index is a measure of three metrics – buzz (size of bubbles), sentiment and passion. Here, we see that Red Lobster and Olive Garden see about the same number of mentions, but that consumers have stronger feelings about Olive Garden – though they are not always as positive as those for Red Lobster. Again, Applebees shows quite a bit of negative sentiment… which may be worth digging into – providing an opportunity for Red Lobster to “win” and capitalize on areas where Applebees loses.

14. Real World Example Top Likes: Red Lobster While seafood gets the most mentions in terms of what consumers like about Red Lobster, interestingly it’s shrimp (by a landslide) versus any other seafood that gets talked about most. Further digging could yield exactly what it is that consumers like about the shrimp dishes. Depending on research objectives, this could help fuel strategy for promotions (shrimp meal coupons?), website development (recipes online?), etc. The same could be done for those widely-talked-about biscuits that we all know and love!

15. Real World Example Top Dislikes: Red Lobster Price dominates here in terms of a negative factor. Further mining can uncover more specific concerns relative to price. Unhealthy food – what’s unhealthy? Could there be misconceptions that perhaps Red Lobster could educate consumers on? Food poisoning and tummy aches make up 10% - are these coming from certain menu items? Certain locations? Would be interesting to see what consumers are comparing Red Lobster’s quality to? What’s better? What’s worse?

16. Real World Example Verbatim Sampling: Quality The first comment here seems to relate to service as well as food (“salty”) – this is where the skill of the researcher is needed to uncover themes that are true reflections of food quality and not other forms of quality.

17. A Qualitative Facelift

18. A Revised Purpose To explore the optimal utilization of Social Media tools in conjunction with traditional and non-traditional qualitative research methodologies and serve as a case study for all qualitative researchers looking to incorporate Social Media methodologies into a holistic research solution. Upon study completion, the project team generated actionable recommendations and a published case study exemplifying the nuances of Social Media and how it can best apply to market research in the qualitative setting.

19. Applications • Facebook • Enhanced search feature • Facebook-based apps • Mobile apps • Twitter • Location-based application • Real-time search • Free Twitter-based aggregation client • Google Reader • Itracks • OLFG and BBFG Platforms • In-Person FGs

20. The Conversation

21. The Conversation

22. The Conversation

23. Online to In-Person – Sort of . . . A B Online Bulletin Boards Respondents recruited via Itracks – Viewers of the premiere Respondents selected from Phase I data • OLBBs with viewers of the premiere • Compare and contrast sentiment and viewpoints from both respondent groups with data captured in Phase I • Focus on Starbucks Via brand • Utilization of Flip cameras for in-home and experiential feedback • Respondents will allow temporary access to their SM habits via following on Twitter or adding as friend on Facebook

24. SMR In Action 1.We ListenedWith Social Media Monitoring  2.We AskedWith USA Talk Now

25. SMR In Action 3.We Received FeedbackUsing iMarkIt        Overall Starbucks' customers were positive about the logo change and felt that it was a natural evolution. We were also able to prove that the change was a success in positioning the organization as being more than just a coffee supplier.

26. Background – the study Technology convergence A synergistic combination of formerly discrete digital technologies. Tend to be products that are both high-performing & aesthetically pleasing Key Benefits - Save time - Save effort - Save money Maximize the consumer’s ability to fulfill personal needs Degree of personalization & expressiveness; more important for teens than adults. Most critical for early & late majority

27. Social invitation to screener via “conventional”/free SM • Invitation to survey – leveraged Twitter • Tweeted, retweeted • Picked up by other sites • Quality of recruits higher than panel

28. Digital ethnography • Ease of implementation • Longitudinal in nature • Real-time • Low fiscal cost • Ease of in-study modulation • Digital polling • Ease of application across locations • Checkpoint/verification of communication “gap” of expressed vs. actual

29. The Fallout

30. Why do I care? And why should you.

31. Social Media • Sample Population • Biased nature of population utilizing SM tools • Unfamiliarity with tools/concepts • Validity

32. The Fallout • Proactively Suggest Research • Recruitment • Discussion Guide Development • Speak the Consumers Language • Build Relationships with Participants • Strengthen Client Relationships

33. You have a choice!

34. Thank You Jim Longo @LongoMR Vice President of Research and Marketing Itracks