Digital River gets serious about social media tracking reports that companies looking to streamline their social media reporting now have a new way to track and manage their social media reach. According to the report, Digital River is debuting is SocialStream technology that can send any product promotion or other announcements through their Facebook and Twitter accounts and receive reports on how much traffic and revenue they generated, conversion rates, and other metrics such as revenue per visitor, says Jim Wehmann, senior vice president of global marketing at Digital River. The company may add other social media sites, such as YouTube, to SocialStream in the future. Digital River would not reveal the cost of the tool and said it is based on negotiations with each client. Experts say this kind of tracking capability is likely to become a standard feature in e-commerce systems.

Although we don’t know the costs involved – do you think its is a viable way to track and measure ROI on social media? Would you or your company consider investing in this service? Let us know @community20

YouTube offers companies 15 minutes of customer service success

With the recent development by YouTube to allow users to upload 15 minutes of videos to their account; there are a bevy of new ways that customer service professionals can utilize this resource to help and connect with customers on a digital level. Tony Bradley of PCWorld showcases two ways that that companies can use the extra 5 minutes to connect with their customers and team.

Customer Support. A picture is worth a thousand words, and a video is comprised of thousands of pictures streamed together. Rather than explaining processes like installation, configuration, or troubleshooting in a manual, or with text and images on a Web page, create customer service video clips for common tasks and post them on YouTube. Video clips will be appreciated by customers, and take some of the burden off of the help desk.

Training. Businesses can use YouTube to deliver effective training. Simply giving a training manual to an employee has mixed results–they may not really read it and they may not really understand it if they do. Paying a trainer, or delegating another employee to conduct training costs money, and results may vary depending on the trainer. A video clip allows you to record the training exactly as it should be delivered, and re-use it over and over without incurring any additional costs.

How else do you envision YouTube’s new service helping you and your business?

A Look Back at TMRE 2009: Knocking Down Silos to Drive Innovation Momentum

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Knocking Down Silos to Drive Innovation Momentum

Mike Maddock, Maddock Douglas
Javier Flaim, Maddock Douglas

Mike Maddock begins by stating “You can;t read the label, when you are sitting inside the jar” which many employees find themselves inside. It is important to understand that we all have different perspectives and see things differently. That is why it is important to not throw away ideas.

In the innovation process, Maddock Douglas has a Global Expert Network (GEN) of 6,000 innovators that they can look to for external ideas and innovation. It is not necessary though to have a GEN in order to have external ideas, as long as you are looking outside of the box. The speakers then moved on to an interactive session called the “toothpick” test where attendees had to remove toothpicks from a board in order to create squares. The purpose of the test was to see if anyone asked helped and no one did. The reason why they didn’t ask for help was because before the test Mike mentioned to everyone that they are smart and didn’t need help. This proves that by motivating employees and keeping their spirits up, much more can be done.

NACCM 2010 Speaker Spotlight: Joey Fitts

Joey Fitts, Co-Author,
Drive Business Performance: Enabling a Culture of Intelligent Execution

Joey Fitts has spent his personal and professional helping people and organizations achieve their goals. Fitts’ focus is on bridging the gap between people, information and performance. His passionate insights and unwavering drive have guided the information and performance development efforts of many of the world’s leading organizations. Fitts is recognized as an authority on business intelligence, performance management, and strategy execution. A frequent international speaker, Fitts has presented in over 20 countries and been featured in newspaper, radio and magazine media across North America, Europe and Asia. Fitts has consulted over 25 of the Fortune 500, guest lectured Harvard Executive Education programs and the Stanford Executive Briefings, been featured in the SuccessFactors Research Thought Leader Network, raised over $16M in venture capital, and served on the Board of Advisors for InterVivos and the Computer Technology Industry Association (CompTIA).Joey’s bio courtesy of Join Joey for his presentation, “Drive Business Performance: How Leaders Enable a Culture of Intelligent Execution” at 11:20am on Day 2 of NACCM 2010! Learn more about the program and register today!

A look at behavioral economics

AdAge recently looked at behavioral economics, or why people buy what they do. The concept holds that psychology and economics work together to dictate a person’s behavioral purchases, not just the price and quality of a product. Today, when there are so many brands to choose from, it’s important that the marketers of the world understand why people are choosing to buy their products.

The article concludes with this from Jeff Jones, partner and president of McKinney:
“It’s not about ‘We used to do it this way and now it’s a wholesale change and we’re doing it this way. These are just new ways of understanding how and why people make decisions. And it’s just smart marketing to understand them and use them.”

Study: 0% of users would pay for Twitter

The popular micro-blogging network, Twitter is currently free for anyone to use – and users like it that way. According to the 2010 USC Annenberg Digital Future Study, 0% of respondents claimed that they would be willing to pay for the service.

From the report:

“Twitter has no plans to charge its users, but this result illustrates, beyond any doubt, the tremendous problem of transforming free users into paying users,” said Cole. “Online providers face major challenges to get customers to pay for services they now receive for free.”

The report goes on to stay that users are okay with web advertising in lieu of paying for the service.

Is this a shock to you?

Lessons from an online survey taker

Robert Bain of Research recently decided to spend a month taking online surveys. Through is month adventure, he faced many challenges, from being kicked out of surveys and failing to qualify for many. In the end, the experiment received 150 email invitations, clicked through to 99 surveys, started 73, got kicked out of 39, completed 30, crashed out of three and gave up on one.

What were some of the take aways he gathered from 73 surveys in 31 days?
-Note the design of your surveys, focusing specifically on creativity and quality
-Be honest with your survey taker. If they do not qualify, let them know why.
-Surveys don’t provide enough answers. Give your respondents enough room to tell the truth in the survey.

Read about Robert’s full 31 day experience here.

The British Royal Family -now on Flickr!

The British Royal Family has released hundreds of candid and professional shots on the official Royal Flickr page. According to The Daily Mail, the online photograph album will provide a unique glimpse into the life and work of the modern Monarchy and will allow Flickr users to use the photographs in blogs and other social media.As well as recent photographs of the Royal Family at work and play, the site will include more historical material drawn from the Royal collections.

What do you think of the Royal’s social media presence?

A Look Back at TMRE 2009: Using Neuroscience for Marketing Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Using Neuroscience for Marketing Research

Mark Potts of MindShare and Dr. Andrew Pradeep of NeuroFocus gave an excellent presentation about the process of using neuroscience for marketing research in their workshop presentation titled: Neurological Testing Reveals the Truth of Audience Engagement.

Here are the basics:

Respondents are recruited based on research objectives (as in traditional studies).

Respondents wear a “full cap” on their head with 64 sensors attached. These collect data 2000 times every second. This coupled with eye-tracking is the “data collection” methodology.

Consumers can’t tell us everything they’re sensing. For example, a consumer may look very closely at something on a grocery store aisle that grabs attention but the subconscious areas of the brain don’t “tell” the conscious what they think, feel, etc. But it can, however, be measured through brain activity.

3 metrics are measured directly at the brain.
1) Attention: what are you paying attention to….this is based on the science behind ADD/ADHD clinical diagnosis
2) Emotion: how are you emotionally engaged ….this is based on the science behind mania & phobia clinical diagnosis
3) Memory Retention: what is it that you’re experiencing that activates your memory….this is based on the science behind Alzheimer’s

As with all new technological tools in research, this is not a catch all approach but 3 of the areas where it can be used is when trying to measure:
1. Purchase Intent
2. Novelty
3. Awareness

You can learn more about it by watching one of NeuroFocus’ scientists here:

Using social media to re-connect with consumers on and off-line

Retail is but a platform for people to engage in a sensorial way with brands. The dialogue is happening off-shelves. With the help of technology the consumer are in the driving seat, able with a cell phone to compare prices, review promotions, ask their friends for advice or order online for a better offer. Retail need to be part of this conversation to compete and leverage their teams to respond.

Learn more in “From Brick to Click: Designing to Peak Emotions: Using Social Media to Re-connect with Consumers On and Off-Line” keynote presentation by Marc Gobe, President of Emotional Branding and Author of Emotional Branding on Wednesday, September 29th at The Category Leadership Conference in Chicago. Register today and save $200 off the standard rate.