#muconf11 Live: Day Two, Measuring the Marketing Mix

Today we enjoyed another great day of the Measure Up conference. The #muconf11 twitter stream continued to provide key insights into the great conversations happening in Boston.

In the spirit of yesterday’s post on the twitter analytics of the day, I decided to do another quick analysis using two of my favorite free online tools for social media measurement, Social Mention and Klout.

Social Mention is an excellent tool for taking the pulse of a conversation on twitter. It includes metrics such as sentiment, number of mentions, number and names of authors, number of retweets and more. You can see the #MUCONF11 analysis here.

Our top users are largely the same as yesterday, but we did hear from a few new voices (welcome!) Another one of the great aspects of Social Mention is that it allows you to export a excel sheet of top users and keywords amongst other stats (certainly helpful when presenting social media results within the company.)

The presentation “Using Analytics to Drive Revenue: Placing an Exact Value on Your Sponsorship’s ‘Added Value’” by Greg DePalma of Tivo was perhaps our most buzzed about today.

vdeval: would be interesting to overlay social media data with TiVo slides on most rewound commercials during super bowl #MUConf11

GuyPowell: Cool to have a lot of TIVO data to analyze #MUCONF11

Next I took a look at the @MeasureUpIIR Klout score. Klout is a fun tool that allows you to measure not just your own network, but your network’s ability to influence the networks of those connected to it.


As you can see the impact of the live event is having a positive impact in Klout for @MeasureUpIIR


Perhaps more importantly, our Amplification Probability continues to grow.
This score measures the chances of our messages being shared or retweeted. As we learned yesterday:

johnlovett: Value of a FB fan: It’s not the “like”; they’re already your fans. It’s the Friends of Fans where the real growth oppty lies #MUCONF11

Having a high or growing chance of amplification means more reach for your brand, as fans are more likely to become brand evangelists for you to their networks. Do you use Klout or other tools to measure your social influence? Share with us in the comments, or check in again tomorrow for Day 3 of #muconf11.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com.

#muconf11 Live: Hot Topics and Prolific Twitterers

Today the 2011 Measure Up conference kicked off in Boston, MA. If you were following along with the #muconf11 twitter stream, you probably saw an intensive and exciting knowledge exchange. For those who weren’t following along, here were some of today’s top tweets

johnlovett Monster’s BI Vision: Data>Info>Knowledge>Intelligence is a blueprint for solid #measure strategies everywhere #MUCONF11

GuyPowell Foiled Cupcakes 93.7% through social media channels. Fantastic story on how to micro-target your audience #MUCONF11


johnlovett “Before you even get to #SocialMeasurement you need to be planning to determine what’s important” *Key* fact from @vargasl #MUCONF11

bonniesituation #muconf11 More data =/= more useful data — Kanishka Das, P&G

GuyPowell 4 reasons to talk about a product. great/bad product, need 4 recognition, desire to help others, great advertising.Very important #MUCONF11

ROIEvangelist Advertising has a negative effect on WOM and social media – Purush Papatla #MUConf11

stevengroves Being ‘in the game’ and just being ‘in social’ isn’t enough any more – you need to engage – Jon Giegengack / CMB at #MUCONF11

VirtualMR Don’t assume that you need to be social. You probably do but it is worth quantifying how much. (@cmbinfo) #muconf11 #cmo

vdeval the real growth opportunity for brands is friends of fans and not just fans @bruich #MUCONF11

Seeing as this was a conference focusing on analytics, I decided to play with one of the many free analytics tools available today, The Archivist, and take a look at the top influencers and topics of day one of #muconf11 statistically.

It’s hardly surprising to see that conference chair Guy Powell was a top user of the hashtag. @VirtualMR and @JohnLovett were also top contributors. Many other attendees chimed in as well.

Next I looked at top words used in our twitter stream in order to identify hot topics. After the obvious words “Social” and “Media” amongst others, we see that Jon Giegengack of Chadwick Martin Bailey spurred conversation during his presentation “Due Diligence: Maximize the Return on your Social Media Investments” as did Kanishka Das of Procter & Gamble with “The Incremental Lift of Social Media on Traditional Media”

Lastly, I was curious which twitter platforms were popular amongst this crowd. Hootsuite and Tweetdeck, as well as the regular web interface dominate on this chart, but some users were participating via Radian6, iPhone, Android, Ipad and even Facebook and Foursquare.

It’s amazing how much data you can gather from even a free service like this. To view the full size Archivist graphics and more detail, click here.

What recurring topics and themes did you notice during day one of the event? Do you ever use free analytics like this for research? Share with us in the comments, or find us on twitter @MeasureUpIIR.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com.

Is Social Media The Place To Gripe?

This post in the New York Times calls attention to a new application called “Gripe.” Gripe is a service that allows users to automatically send customer service complaints both to a company and to their facebook and twitter followers.

The makers of Gripe claim that sending the complaints automatically to all Facebook friends will lessen the likelihood of frivolous claims, and features a “word of mouth power” rating to business owners to clarify how many potential viewers a gripe will have.

Given that many consumers are already turning to social media as a channel to vent their frustrations, it seems it was only a matter of time before an app like this was invented. It does provide an important service to businesses, as it alerts them to the problems immediately where regular complaining on a personal Facebook page could be heard by friends, but not by the offending company.

Still, is Gripe really a necessary service? Will having such a “frictionless” way to complain prevent consumers from following proper channels to settle their complaints first? What do you think?

The New Face of Marketing Research Intelligence

Re-posted from Tom H. C. Anderson – Next Gen Market Research
Candid Thoughts on Industry Trends & 2011 MRIA Conference The Annual MRIA Conference was held this week in gorgeous Kelowna, BC, Canada. This was the third time I’ve been asked to participate in an MRIA event. This time as part of the final panel on industry trends and challenges entitled ‘The New Face of Marketing Research and Intelligence.’ Bermie Malinoff, CEO of element54, did a great job moderating the panel which was to consist of myself and Angus Reid, CEO of Vision Critical; Gary Bennewies, CEO of Ipsos Canada; and Donn Mills, CEO of Corporate Research Associates. Unfortunately, Angus’ private jet decompressurized in mid air and he was forced to return to Toronto. Sounded like a pretty cool excuse to me. I may use that one my self in the future . I was rather looking forward to meeting Angus and hearing his viewpoints as I understand we may share a few similar concerns in regard to our industry. However, Jean-Marc Leger, CEO of Leger Marketing, was good enough to step in on short notice and also had some very good points on where we are going and how to get there. I’m not going to attempt to summarize the conference or even our panel session. I will however share some of my candid thoughts on a couple of the interesting questions raised by Bernie and the audience, even though we had an hour, we did move rather quickly across a wide range of topics. How have client needs changed and how do we need to respond? I think we all agree on the fact that clients tend to want insights faster. There’s also a desire for more DIY (Do It Yourself), in large part, I believe, because of a desire to control the speed and secondly cost of research. Many client side researchers seem to simply be asked to provide a lot more research projects, faster, and for less money. It’s becoming a volume game to some extent. In regard to DIY Research, personally I don’t believe in fighting trends. This is part of the reason Anderson Analytics recently began our own software development effort (OdinText). I believe if researchers can put some of our tremendous domain knowledge into easy to use software we not only help our clients, but create something that is easier to scale and will have exponential value later. As importantly, I believe many of our clients are being expected to and want to engage in more than traditional marketing research. Many already see the writing on the wall and understand that ‘insights’ today really does mean a lot more than surveys and focus groups. By working with other data sources like CRM or web analytics, it becomes easier for them to measure ROI and move up the value chain in their organization, thereby avoiding the DIY ‘Do More with Less’ cycle. I think helping these clients climb the value chain in their organizations, by helping them understand how to leverage Big and Streaming Data are one of the best future strategies many researchers can focus on. How do traditional research companies avoid becoming road kill? This question was asked verbatim and it’s telling that many now seem to understand that probably well over half of the ‘research’ firms out there won’t be around 5-10 years from now. Evaluating our industry as it is currently using Porters Five Forces or any other method does not paint a pretty picture. Other than looking beyond ‘research as usual’ (focus groups and surveys), I do think all the firms in our industry, including mine, have a bit of a positioning problem. This is a problem you wouldn’t think market researchers who help other companies with positioning strategies constantly should have, but in fact we all say we do pretty much the same things! This problem is even worse for some players like survey software firms who are not just competing with lower offshore labor in developing countries (allegedly offering the same quality service at 30% of the cost), no they are actually competing against completely free products like Zoomerang and Survey Monkey! Most researchers you speak with will admit that over 90% of surveys can be conducted using one of these free tools. Clients certainly know it. Suppliers have been slower to adopt them on scale partly because they have been afraid to use free tools on client projects because it may question their value and pricing (same reason offshoring is not mentioned by those who engage in it). However, several researchers I’ve talked to on the supplier side agree with what we’ve been seeing, most clients don’t care to see the details of the surveys (never mind know the source of sample for that matter). That means that more and more suppliers who have been willing to pay a lot more in some cases to use white label survey technology simply in order to make it look as if they have their own software running on their own domains (co. URL) will now start thinking a lot harder about the dollars they’re forking over for some rather high priced solutions which more or less do the exact same thing as the much cheaper or completely free options. Whether a survey software provider and/or a panel provider, assuming these companies don’t want to become road kill, they will need to start thinking about adding features beyond what the free tools have (such as text analytics or other streams of data with analytics dashboards). Just about all parts of full service research have now also become commoditized. Set aside the fact that almost anyone and everyone outside of research believes they can create a perfectly good survey themselves (especially true at more tech/engineering driven companies), even the last bastion of value, analytics is becoming a commodity. What is the future of individual (CMRP, PRC) and corporate (ISO) certification? From the outset, I’ve said that the ISO certification push driven by ESOMAR and more recently, very unsuccessfully by CASRO in the US, has had the intended purpose of further commoditizing the research process (from design to fielding and even analysis and reporting). Certification like ISO is the ultimate differentiation killer. More useful for factories where everyone follows the same recipe to get the same result (a 9 millimeter widget +/1mm). It’s obvious why the ISO certification is being pursued. A highly un-proportionate amount of ESOMAR’s and CASRO’s income is from the ‘Honomichl’ Top 5-10 research firms, almost all of which have had a quiet but ambitious offshoring (cost cutting) agenda. ISO certification would partially serve as a protective veil, allowing these companies to say ‘don’t worry about what’s being done, where, under what rule of law, etc., we’re following the same recipe, it’s the same quality everywhere.’ Bullshit! [If you agree with me check out FTO, a completely free organization founded on transparency] I urge all researchers to carefully consider the benefits they receive from any trade organization and more importantly to question how their dues and donation of time are used. Ask, who really benefits from the initiatives being pursued, is it really your industry as a whole? I hope in the near future, research trade organizations (those that remain), will pay more attention to the ‘long tail’ of their membership rather than focusing on just the top few firms. As for individual certifications such as CMRP and PRC, it’s a bit tougher to disagree with as I do understand the underlying desire to create some barriers to entry and prestige in our profession. However, partly for the same reasons I had a problem with ISO, I tend to disagree with these certifications as well. I work hard to position myself and my firm and its members as better, much better, than the competition. If I were to seek such accreditation for myself or my co-workers, we would de facto be saying ‘look we’re just as good as EVERYONE else. We are AVERAGE.’ Thus we would simply be further commoditizing the research that what we do. Now if PRC and CMRP were only awarded to the top 1% brightest market research professionals, I might be among the first in line to take the exam! Unfortunately, we know that’s not going to happen’ There’s no money to be made by the certifiers in such a certification scheme. What is ‘Next Gen’ Market Research? Business needs, methodology, and technology are the three areas researchers need to build greater expertise in. Arguably, this is easier for the client side researcher who can reach out to forge relationships and mentors in other parts of their organizations than for supplier side researchers who are more specialized. Reverse mentoring (looking to learn from someone younger) or cross mentoring (sharing knowledge and data with those in other departments or professions) are two good strategies for development. Importantly, the goal for all of us needs to be to resist further commoditization and cost cutting. Instead let’s increase the value of insights. I believe part of this will have to do with positioning. We will never be able to convince the masses again that the skill of survey design is extremely valuable and warrants the investment of a lot of time and money. Certifications won’t help here. Instead look to your clients, clients, clients to really understand the information which is most valued. As you move in that direction you will help make your client more valuable. You may even see more opportunities to measure ROI of your work, assuming you are on the quantitative side. If you are on the qualitative side the goal will be greater creativity, more ‘marketing’ in both cases. We need to become more than traditional researchers while retaining the methodological principles which have served us well for many years. Dissenting views, research trade organizations and the MRIA During the panel in Kelowna, I mentioned Dr. William MacElroy, Chairman at Socratic Technologies, Inc., who recently presented at The Tech Driven Market Research Event conference I took part in. His presentation was entitled ‘Are You Scared of Change’? and proved how the biggest firms in our industry have stifled innovation because it has been in their best interest to do so. I want to say again what I said at the conference. I am very happy and impressed to see that the Canadian market researchers and their MRIA are progressive enough to allow and encourage active debate and dissention even on topics they may be pursuing. As always, it was a great pleasure to be with you this week. Thank you again! @TomHCAnderson For more photos and info, visit Next Gen Market Research.

Complimentary Webinar: Winning the Battle for Consumer Attention in a Fragmented Media World

In association with comScore, The Institute for International Research invites you to join us for a one hour complimentary Web Seminar.

Winning the Battle for Consumer Attention in a Fragmented Media World
Wednesday, June 22nd, 2011 11:00 – 12:00 PM EST

Featuring:
- Gian Fulgoni, Executive Chairman & Co-Founder, comScore
- Frank Findley, VP, Research & Development, comScore ARS

Reserve your Webinar seat now here.

Consumers’ media consumption patterns are evolving as dynamically and rapidly as the market is fragmenting. Using insights gleaned from groundbreaking new research, comScore Executive Chairman Gian Fulgoni and comScore ARS VP of R&D Frank Findley will illuminate how consumers’ media consumption habits are changing across TV, Internet, Print and Mobile. They’ll also discuss some of the dramatic impacts these changes have on brand communications, media planning and copy evaluation. While the landscape is shifting in many different ways, one thing is for sure – all marketing outreach must occur in a holistic manner that recognizes the many touchpoints impacting the customer.

This webinar will reveal new thinking about how you can best harness the power of cross-platform insights to more effectively build your brands. It will highlight some of the key implications of this increasingly fragmented landscape and provide actionable tips that will help you address today’s multi-media measurement challenges.

Register Now. After registering you will receive a confirmation email containing information about joining the Webinar.

Measure Up Podcast: Tim McMullen

In preparation for next week’s Measure Up conference, we’ll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series.

In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Tim McMullen of Redpepper. McMullen will be participating in the Panel “Board Room Buy-In: How to Create Relevancy of Marketing Metrics within the Corporate Environment” with Gary Katz of Marketing Operations Partners, Ellen Campbell-Kaminski of LexisNexis, and Mark Krebs of Kirkland’s on Wednesday, June 8th at Measure Up. In today’s podcast McMullen discusses some techniques for getting that all-important buy-in, and finding the right metrics to be measuring for your marketing plan.

For a sneak peek of the session and some of his ideas on the topic, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for exclusive industry content, continued event updates and more @MeasureUpIIR.

We hope to see you at the conference next week, it’s not too late to register! Register with code MEASURE11BLOG for 15% off the standard rate here.

How are we using our Smart devices?

Media Post recently examined where people are using their smart devices, including phones, eReaders and tablets.  Of the 12,000 individuals surveyed, SmartPhones were more likely to be used while on the go, like at the store (59%) or watching television (68%), and eReaders were the most used device by the surveyed in bed (61%).  Mobile devices are becoming more and more a part of our lives.  How are the uses of these devices changing the way people attend to their surroundings?

If 59% of SmartPhone users are using their mobile device while shopping, how does that affect you as a purchasing option?  Many turn to their SmartPhones for information while shopping.  As we’ve seen with Google, many times, webpages other than the product’s homepage appear higher in search engines.  How does having a mobile-ready web page have the ability to impact your consumers as they are shopping?