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This is the slide deck for my class leadership report for the Social Media Marketing and Management course at the Schulich School of Business. The presentation provides an overview of why social media has become an invaluable resource for marketing research today. It outlines the advantages of using social media for marketing research vis-a-vis traditional marketing research methods and discusses how to leverage social media in order to generate valuable insights for marketers. Make sure to read the speaker notes for additional insights as you go through the slides. Feel free to post any questions in the comments.
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Online Researchfor Social Media Insight
Making sense of it all
Jeric Kison
March 2, 2011
Insights
Likes
Retweets
Clickthrough rates
Impressions
FollowersFans
ViewsComments
Replies Ratings
Insights
Perceptions
Awareness
Understanding
Perspective
Actionable
Agenda
1 Why use social media for research?
2 What can we learn from social media?
3 How do we leverage social media?
Why use social media for research?
Traditional methods are limited
Artificial
Inaccurate
Obtrusive
Expensive
Social media’s advantages
Natural
Relevant
Accessible
Cost-effective
They’re complementary
Traditional Online
What can we learn from social media?
The customer
Context
The product
Detail
The brand
Sentiment
How do we leverage social media?
Listen
Consolidate
Act
Some final insights
1 Traditional research methods have limitations, a lot of which are overcome by social media
2 Social media provide a rich source of relevant and valuable information
3 Researching via social media requires a significant investment in time and effort
Thank you!
Feel free to post your comments and questions!
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