Following the True Leaders - Your Customers
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Following the True Leaders –Your CustomersDecember 1, 2011 * Todd Harff * ICAA
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In the next 60 minutes …
• Market Research – Then & Now
• Where Your Customers Are Leading You
• New Opportunities, New Concerns
• Social ~ Web ~ Email
(three new places to get insights & how to apply them for better marketing results)
• Process for Market Research 2.0
• Q&A
AGENDA
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BUT FIRST
• What do you want to do?
• What question must be answered to achieve that goal, but you need more data?
• What do you wish you knew about your prospects?
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Market Research:THEN & NOW
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Market Research: Then & Now
• Phone Surveys
• Mail Surveys
Online Surveys• A/B split testing• Random
sampling• Random
question order• Piping
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Market Research: Then & Now
• Concept Testing
• Crowdsourcing• Ranking• Voting
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Market Research: Then & Now
• Focus Groups• Online
panels/researchcommunities
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Market Research: Then & Now
• Focus Groups
• Day in the life blogs
• Digital diaries• Online
ethnographies
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Market Research: Then & Now
• Mystery Shopping
• Pop up polls• Web analytics• Call &
customer interaction monitoring
• Alerts
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TIP: Use Google Alerts to monitor brand sentiment with saved searches for your brand name and key words such as LIKE, LOVE, HATE and COMPLAINTS.
“Del Webb + complaints” uncovered this blog filled with submissions from unhappy homeowners.
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TIP: Use Call Source to track calls AND listen to the clips for customer insights, to monitor quality of salespeople and more.
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Market Research: Then & Now
• Intercept surveys
• Formal/informal monitoring of chats, message boards, forums
• FB polls• Online surveys
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Market Research 2.0
• Information & insights offered
– Formally - Informally
– Without the customer knowing they’re offering them
• Opportunities for gathering, recording and analyzing data
– At a lower cost
– In an automated fashion
– In real time
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WHERE YOUR CUSTOMERS ARE
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Source: Pew Research & American Life “Generations Online in 2009”
CONTEXT
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2010 RESEARCH
87%
74%
60%
57%
56%
53%
51%
38%
37%
25%
24%
21%
0% 20% 40% 60% 80% 100%
Travel
Health
Local
Real Estate
Financial
NonProfit
Education
Shopping
Fitness
Senior Living
News
Mortgage
Popular Website Categories - ALL
Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf
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NEW SOURCES,CHALLENGES,
& OPPORTUNITIES
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New Sources – New Challenges
• Sources
– Cookies, trackers
– Analytics, Real-time analytics
– Monitoring/listening
• Challenges
– Respecting privacy
– Securing data
– Analyzing the flood of data
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Find out who is tracking you at http://on.wsj.com/n4YAFv
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11.7%
4.44% 3.89%
18.6%
7.0%
4.7%
6.9%
13.8%
0.0%
9.5%
4.8%
9.5%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
20.00%
Privacy/Exposure Privacy/Safety Privacy/Intrusion
Like Least About Social Networking (by Age)
40-54 Pct 55-64 Pct 65-74 Pct 75+ Pct
Source: ‘Social, Silver Surfers” 2010 – bit.ly/SocSilvSurf
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New Opportunities• New Opportunities
– Consumer benefits
• more relevant content
• customized experiences
• short cuts & sharing
– Marketer benefits
• more targeted
• more cost-efficient
• more effective
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GET CLOSE. NOT CREEPY.
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Key Source #1:SOCIAL MEDIA
For lists of resources & links, visit www.MatureMarketingMatters.com
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Facebook Insights – built in, available to all page admins
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Upgraded metrics
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HootSuite stats– built in
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Twitter: Seek and ye shall find
• Set up searches within HootSuite et al – or use twilerts
• Your brand name +– LIKE
– LOVE
– DISLIKE
– HATE
– FAIL
– SERVICE
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LinkedIn Insights – built in, available to all page admins
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Currently feel circles are best source for insights in Google+ - see who is influencing your influencers
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YouTube Insights – built in, available to all page admins
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Extra, Extra!
• Monitoring the social sphere– (Paid) Social Media Monitoring services
– (Free) Google alerts
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Key Source #2:WEBSITE ANALYTICS
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Google Analytics
TIP: Make sure Analytics code is on EVERY page of the site, not just some pages.
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TIP: See what keywords attract best traffic then create more content optimized for those words.
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TIP: Use custom reports for a more actionable picture.
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Extra, Extra!
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TIP: Get the benefits of online surveys even if administered offline and you’ll see more quantifiable, actionable data.
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TIP: Use Quantcast and Alexato evaluate other sites for advertising or PR opportunities.
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Key Source #3:EMAIL METRICS
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Email Service Providers
• Benefits– CAN SPAM compliance – White listing
– Better tracking and metrics
– Segmentation
• Options– Constant Contact
– MailChimp
– iContact
– Exact Target
– Get Response
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Must Track
• Open rates– Hourly/daily
– Subject lines, sender, other variables
• Click throughs
• Bounce rates
TIP: Those who opened within first hours of an email message are “hot leads.”
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Must Track
• Subscribes/unsubscribes
• Shares
• Forward to a Friend
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Extra, Extra!
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Extra, Extra!
• Most ESPs allow for CRM integration
• Benefits– Reduce data entry error
– Reduce data entry time (don’t have to export the list)
– Seamless data dump straight into your lead database
– More complete picture of leads and prospects
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TIP: Encourage subscribers to tell you what they’re most interested in, then honor their preferences. You’ll enjoy higher open rates, click through and loyalty.
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TIP: Targeted emails can improve open rates by 10% or more.
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PROCESS
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PROCESS
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Process
1. Learn
– Listen to your customers
– Analyze what you have learned
– Develop strategies, objectives and action items based on the analysis
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Process
2. ACT! Apply the insights for greater results
– Sales team
– Marketing/PR teams
– Programming
– Customer service
– Leadership
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Process
3. Measure what matters & adapt
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Dance Lessons
Platforms, resources, tools mentioned here AND many, many more on our blog
MatureMarketingMatters.com
For the next week
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Stop Shouting – Start Following"To watch us dance is to hear our hearts speak."
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QUESTIONS?CREATING RESULTStoll-free 888-205-8899
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Experts in marketing to mature consumers
2010 RESEARCH