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A collaborative paper about Twitter, with researchers from several companies taking part and trying to answer the question whether or not Twitter will change the way that market researchers communicate with each other.
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Will Twitter change the way that market researchers communicate?
Amber Coulter – The Research AgencyAngela Gao – Survey Sampling International
Bill Zuo – Survey Sampling InternationalDaniel Alexander-Head – Colmar Brunton
Julia Bode – The Research AgencyPrashant Hari – Colmar BruntonRay Poynter – The Future Place
Shizue Vieira – Fem MarketinghouseSue York – The Future Place
Initially PresentedESOMAR APAC
Kuala Lumpur – 27 April 2010
Angela Ray Shizue
Plan of Action
Background to Twitter
ContrastsTwitter in ChinaTwitter in Japan
The Tweetference so far
Interactive session
Background to TwitterLaunched in 2006
Alexa.com ranks Twitter at 11
140 character ‘Tweets’
TermsReTweetHashtagsTwitter WallFollowing ≠ Followers
China
• Twitter not available in China• But micro blogging is used
2 pioneers in 2007-Fanfou (the 1st launched May 2007)-Taotao (QQ launched it August 2007)Flourishing in 2009-Digu -Sina Weibo
Typical China micro bloggingTao tao micro blogging
ChinaSina micro blogging http://t.sina.com.cn/
Conclusions - China
• Key drivers of micro blogging- Ease of use, including seamless links
to popular chat services- Mobile connections, especially via
smart phones- Buzz marketing- Relationship circle effect
Japan - Overview• Twitter came to Japan in 2008• April 2009, 520K users
– August 2009 2 million users→2010 5 million users
• 95% Twitter users access by mobile phone– Charge for certain contents on Twitter
• Company communication Tool– Mr Song of Softbank uses Twitter to communicate
with his 20K employees
• More info with 140 characters limit post– Ocean→ 海
Japan – Advertisements
Japan – Advertisements
Japan – Advertisements
Conclusion - Japan
• Long term users and Twitter’s future in Japan– TV show– 10 million users by end of this year
– Japanese Twitter book, Masato Kogure
Tweetference
3 Questions
#qstn1 Which country would you most like to visit in 2011?
#qstn2 What is your favourite drink?
#qstn3 How would you define market research in 140 characters?
Interaction Time!Live Feedback
#Raypoynter doing a good job educating us about how to use twitter for research #esoa7:17 PM Apr 26th via UberTwitter
At ESOMAR APAC listening to a session on Twitter in MR by @Raypoynter #esoa7:29 PM Apr 26th via web
@RayPoynter Thanks Ray! Just trying to get an idea of what it's like for those physically there... #esoa #ESOMAR #MR6:13 PM Apr 26th via TweetDeck in reply to RayPoynter
#qstn1 – Where want to visit next?
Diverse views 33 responses USA 4, Thailand 2, China 2, Canada 2 Did seeing other responses make them more
diverse?
Free format responses “England with the kids. Greece with the wife”
#qstn2 Favourite Drink
Alcoholic or Not? 32 responses 14 non-alcoholic 13 alcoholic 3 listed 1 soft & 1 alcoholic 2 said task was impossible
#qstn3 What is market research?
Constructionist“Market Research is a way of gaining a glimpse of the lived reality of consumers”
Post-positivist“Scientific approach to consumer insight”
Consumer“Any technique that involves the consumer (directly or indirectly) in the process of market understanding, planning or evaluation”
Business“Beyond insights - participation in decision making and taking full responsibility if decision goes wrong”
So?
Twitter is helping create a two-speed industry
Connected researchers, who can leverage crowdsourcing and who tend to hear things first
Others
Thank You
Amber CoulterAngela Gao
Bill ZuoDaniel Alexander-Head
Julia BodePrashant HariRay PoynterShizue Vieira
Sue York