APRIL 1-3, 2014 TORONTO

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

TAMING THE RAGING RIVER

Qualitative360 Conference - Toronto

April 2014

Qualitative Research & Social Media

“We would love to have you speak

at the conference about

qualitatively measuring social

media strategy and activity …”

my reaction …

4

The Language of Love in Social Media:

New Rules for Brand Engagement

Consumer

In Control Brands Outside

Looking In

Shift in Balance

of Power

New Moment of

Truth

(*2010 Global Firefly Study)

MODERATES & MAVENS

MAVENS MODERATES

THE SHORT ANSWER …

DEFINING SOCIAL

MEDIA STRATEGY

Humanizing

consumer targets

Illuminating

behaviors &

attitudes

Identifying

opportunities

EXPLORING SOCIAL

MEDIA ACTIVITIES

Assessing &

developing

concepts

Understanding

brand fit

Unleashing the

power of ideas

“We would love to have you speak

at the conference about

qualitatively measuring social

media strategy and activity …”

8

SOCIAL

Listening

Measurement

SOCIAL

SOCIAL

CUSTOMER CONVERSATIONS

BUSINESS STORIES

REAL-TIME OPPORTUNITIES Credit: Natanya Anderson, Director, Social Media & Integrated Mktg, Whole Foods Market at SXSWi Conference 2014

We are in the

business of having

deep, meaningful

conversations &

observing

behavior

wherever people

are living their

lives 11

SOCIAL IMMERSION

Observe the

way people

communicate

& express

themselves

Explore real

conversations

between

consumers &

brands

Understand

the right role

for the brand

OBSERVE

Public

Persona Acquaintances

True

“Friends”

EXPLORE

Polls

Private Diaries

Discussions

Interactive Activities

UNDERSTAND

1 to 1

1 to Many

DIVE IN

ELLEN FENWICK @EllenF_FFMB

@FireflyMB_US

www.fireflymb.com/us

THANK YOU!

▪ illumination ▪ inspiration ▪ impact

APRIL 1-3, 2014 TORONTO

Organized by Workshop Sponsors

Association & Media Partners

APRIL 1-3, 2014 TORONTO