Tag Archives: Pinterest

6 Tips Marketing Researchers Can Learn From Social Media

This post was
originally published on Lightspeed
GMI’s blog
.

Social media has caused a massive shift in the way people
communicate, interact and share experiences and personal interests. Consumers
are always on, always connected. Consumers build unique online relationships;
they are connected to brands, athletes, teams, family, friends and co-workers
on multiple channels. Sharing everything from political views to favorite
products, social media users are leaking valuable information and insights for
researchers to take advantage of.

Marketing researchers have adapted Mobile
First best practices
; but are we also looking to benefit from the same
openness and flexibility that social media platforms have to offer? There are
six ways to successfully engage and capture relevant and actionable
feedback from your panelists based on social media best practices:
1.      
Focus on
people, not metrics: Our
industry refers to panelists, not people. Are
we focusing on why individuals are dropping out of surveys? Are we worried
about their enjoyment of a survey or just survey completes? Create consumer
conversations, not metrics.  
2.      
Stay
authentic: 
According
to Digital Stats, 92% of consumers say they trust earned media like personal
recommendations above other forms of advertising.
 Authentic brands do
better on social media, but trust is earned over time. If you want to capture
genuine consumer insights, treat your online survey as you would a social media
account. Be honest and upfront about your intent.
3.      
Engage,
don’t push:
 Want to get better research? Consider the way you are
asking questions. Similiar to social media posts, consumers favor shorter,
visually appealing surveys with a strong narrative structure.Engage
your respondents first, ask questions later.
4.      
Let the
consumer decide:
video, text or photo? Social media platforms are
constantly evolving, but they always remain focused on consumer adoption. According
to Spinklr, marketers need to find new ways to capture the attention of the
consumer who has seen just about everything
. Every day, more and more
individuals are starting surveys on their mobile devices over PCs. They are
deciding when and what device to take the survey; why not let them decide on
the format? We design for cross-device research, so why not design
cross-format?
5.      
Be
relevant: 
Across Facebook, Twitter and Instagram, you want to reach
your target audience with relevant content ‘ photos, posts and videos. Like
social media, marketing research is a crowded space; panelists are flooded with
survey invites daily. Be relevant: ask
the right questions, in the right sequence to the right audience.
6.      
Interactions
first, technology second:
 Social media planning 101 = interactions
first, channel second. Allow your panelists, not technology, to drive the
future of the industry. Are marketing researchers allowing technology to
dictate the future or panelists? Are you focused on building mobile research
apps or consumer feedback apps?
Gaining success in social media isn’t easy; it’s a process,
a way of thinking. Social media can be used to create and collect customer
intelligence through listening techniques. And this can also ring true in the
online survey world. Think about it: Brands have the capacity to cultivate
conversations with consumers…but often don’t. Researchers who are successful
in gaining insights from surveys are the ones who allow the consumer to take
the wheel and drive how marketers can collect information from them. Platforms
such as Facebook, Twitter, YouTube, Pinterest and Instagram allow users to be
creative and communicate in whatever method is enjoyable to them.  Why not
allow online panelists that same freedom? By allowing panelists to communicate
with you through mediums that are most enjoyable to them, through video for
example, you could garner more authentic and elaborate feedback. Rather than
force tedious or possibly challenging lengthy open text responses, try allowing
an option for using text or video responses. Instead of requiring respondents
to rate a product on a variety of features through a MaxDiff exercise, try
engaging them in conversation through communities or discussion boards.

The perfect solution for the survey world isn’t available in
140 characters or less, unfortunately. But the successes of social media are
ours to grow from.

More from #TMRE14: An Inside Look at eBay’s Shopper Strategy

Gireesh Joshi

Gireesh Joshi, Director of Customer Insights at eBay, outlined the
process behind which research-based insights are used at eBay to identify and
help the company select from strategic options around ‘where to play’ and ‘how
to win,’ respectively.

Joshi took us behind the scenes of eBay’s dilemma of whether to
remain a pure Internet play or to become an omni-channel presence, possibly by
opening eBay brick-and-mortar stores, for example.
eBay has opted for neither and is instead pursuing an ‘Internet-enabled
commerce’ focus, fueled largely by research into the role mobile plays in
shopping.
Joshi reported 62% of shoppers use their mobile devices in the
store (‘showrooming’) and 63% of all purchase journeys begin online (‘bedrooming’).
‘We
used to think consumers alternated between two parallel worlds.’

‘We used to think consumers alternated between two parallel
worlds, but they don’t distinguish between online and offline. It’s all one
journey within which the Internet is pervasive,’ he said. 

Joshi pointed out that 90% of commerce still happens in the
physical store, despite the fact that shopping online is more convenient and
the same items sold online frequently cost less. 
Why? Because people don’t like to pay for shipping, as a matter of
principle, and they don’t like to delay purchase gratification. 
‘The starting point for shopping has moved from the
brick-and-mortar store to the computer or mobile device, but we end up at the
store,’ Joshi said, noting 52% of shoppers have now bought online and picked up
their purchase in the store.
eBay’s Click & Collect service capitalizes on this
growing trend.
The service
launched in the UK last year and has been so ‘amazingly successful’ that eBay
is planning a global rollout. 
Joshi also talked about the intriguing research eBay is conducting
around the discovery leg of the purchase funnel. (Nugget: eBay found the
discovery process for women shoppers differs from that of men.)
He noted manufacturers and retailers tend to focus on the
selection and fulfillment aspects of shopping today, while the critically
important process of discovery remains poorly understood by everyone, including
consumers, themselves
‘How does a consumer find what they want when they often don’t
know what it is they want’? Joshi explained.
This work’with some inspiration from Pinterest‘has led to eBay’s ‘Follow It. Find It‘ initiative to harness its 150 million users as ‘collection curators.’

Editor’s note: Gireesh Joshi was also featured in
TMRE’s Research Insighter interview series, in which he discussed how eBay
realized a NINE-FIGURE ROI on a predictive modeling-based approach that combined
behavioral data and survey research. Check it out here!

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s sr. editor and special communication
project lead. He is the former executive editor of Research
Business Report
, a confidential newsletter for the marketing
research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

This Week In Market Research: 9/22/14 – 9/26/14

Marketing To The Women on Pinterest: Strategies based on statistics

Working 52 Minutes, Taking 17 Minutes Off: Big Data study finds the most productive way to work

How to Use Twitter Analytics to Your Advantage: Exporting and Analyzing

Putting Data Integration on The Menu: How Kraft started analyzing their data and putting it to better use and how it could help you

5 Examples of How Next-Gen Social Analytics are Transforming Digital Marketing

Customer Experience: 12 Critical Points You Should Be Addressing

The Future of Customer Service: Customers want to be part of a conversation with thoughts, humor, and feedback from companies

Implementing Predictive Analytics: 4 Techniques You Should Know

Fighting Financial Fraud: Using Big Data to Prevent Theft

How to Protect Your Smartphone: Tips for hiding your data

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Are you Pinterested? A Fashion Brand Evolves Research Communities

@JaclynDecell from Rachel Zoe Inc presented on, ‘The Insightful
Consumer: Using Social Signals to Drive Business Decisions.’ And this company
is doing something very cool.

The company is launching a pilot of a new kind of online
insights community: it’s a Pinterest community. People are being recruited to
the ‘Zoe Insiders’ shared boards. In exchange, they get exclusive access, such
as sneak peeks to new fashion collections, exclusive content and they may even
have the chance to be on the Rachel Zoe site (their 5 minutes fame?). No monetary
incentives.

Pinterest is a fascinating choice, since it’s all about images. Which certainly makes
sense for a fashion brand. And if you haven’t yet checked it out, Pinterest is HUGE.
And addictive. Check out this Mashable infographic
on why it is so addictive.

The shared Pinterest boards will be moderated, though the speaker
felt this wasn’t too big a challenge’as the participants are being heavily
curated to make sure they are on point with the brand and goals.

But where is the market research? While the Pinterest project
is new (it’s in pilot), the company has been leveraging social media insights
from other channels for some time’and the Pinterest project is just the next
generation of it. Jaclyn says that when people share content from or about the brand on
any social media channel, it’s an indication of the customer journey. Seeing
what they share can reveal what types of editorial and imagery Rachel Zoe should
be creating. Nail-related items are hot? Black and white images hot? This information
can inform editorial choices, content creation choices’allowing the company to really
be responsive.


Will this replace a deep analysis of brand perceptions or customer
satisfaction measurements? Of course not. But it is a fast, continuous way to
respond to customer wants and passions. And that is pretty cool.
 
This post was written by Kathryn Korostoff. Kathryn is the President of Research Rockstar, the only independent company dedicated to market research training (online and in-person).  Many of Research Rockstar’s classes are MRA-certified, and Research Rockstar offers class bundles leading to MRA Certification. She also currently serves as President for the MRA’s New England chapter.  KKorostoff@ResearchRockstar.com, 508.691.6004 ext 705, @ResearchRocks

Michaels’ New Kind of Customer Experience: Pinterest Parties

Online interaction has become one of the major aspects of the customer experience today. If I ever came across a company that didn’t have a website, I’d most likely take my business elsewhere. Social media has become a predominant platform to interact with customers. Now, with the rise in smartphones and tablet use, businesses have no choice but to think about their mobile and social customer experience strategy, if they want to be profitable.
Over the last few years, the number of channels consumers use to reach companies has doubled over, and the Internet has become the predominant medium for consumers to express their opinions about a product or company. In fact, a survey found that 50 percent of consumers are more likely to buy a product from a company that they can contact via a social media page. In addition, 56 percent of consumers that actively use social media to interact with businesses feel a stronger connection to that business.
Not to mention, using mobile to reach customers is growing more prevalent. A recent survey of smartphone users found that 63 percent will use online coupons to get the best price. In addition, 57 percent of users indicated that would like to receive location-based offers from companies, and 80 percent said they have received promotions on their smartphones from preferred brands.
Motivated by this social customer experience revolution, Michaels has partnered with Hometalk to bring its customers Pinterest Parties. The craft store is setting aside dedicated time for you to make those cool projects that you’ve been pinning all this time.
According to the companies, these parties will provide live access to Hometalk’s network of DIY experts. Hometalk has selected 100 of its members to lead a series of DIY craft demos for customers to learn from as they shop for supplies in Michaels stores. Handpicked for their DIY expertise, Hometalk members will put their own twist on one of five Pinterest-inspired projects, offering customers hands-on help and tutorials, ideas and advice.
“Michaels is all about providing inspiration, instruction and ideas for creative DIY projects,” said Michaels CMO Paula Puleo, in a statement. “As a top destination for home and garden project supplies, Michaels is happy to welcome Hometalk members into the stores for these fun, educational events.”
The next in-store Pinterest Party will be held on Sunday, February, 16th, 1pm ‘ 4pm at all store locations. There will be plenty of project inspirations, or you can bring in a Pinterest idea of your own!
The Pinterest Parties at Michaels have been a great success for the company’s web presence. Between October and December 2013, visits on the website more than doubled ‘ jumping from two million visits in October 2013 to more than four million in December 2013.
Want to learn more about social customer experience in person? Join me at Total Customer Experience Leaders Summit in Miami in April. To learn more about the event and register, click here:  http://bit.ly/1lx8EDx
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1st, and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

From Words to Pictures: The Shift of Digital Marketing

Attention all digital marketers ‘ customer behavior is experiencing a major change, and it’s going to affect how you engage with and grow your audience. Specifically, it involves a migration away from text towards a much more emotional medium ‘ images. Turns out, between Facebook, Instagram, and Tumblr, consumers share 5,000 images every second of every single day.
Today, in order to be relevant and loved, your brand must think visuallyy and cross-channel. Marketing without words enables you to tap into the power of images ‘ emotions. Images cause people to react, and those reactions can humanize your brand.
Smart brands are investing in capacity-building now. They’re learning to measure visual engagement, testing visual campaigns, creating visual content, and leveraging the content fans have created. These brands are generating awareness and revenue while it is still easy to stand out from the crowd. Apu Gupta, CEO and co-founder of Curalate, a marketing platform for the visual web, shared withForbes interesting examples of how brands are using these new visual platforms include:
Collaborate with Fans’Visually
Auto brand Buick turned to Pinterest to source the interior and exterior design elements of their new 2013 Encore, asking nine leading design, food, and fashion bloggers to create thematic boards based on each individuals’ passions and lifestyle. Buick’s designers then took inspiration from these boards, which included summer-inspired photography, the chevron pattern, and recipes, to impact the vehicle color, texture and feel. In addition to generating 17 million unique visitors, followers, and users across their social properties, the campaign gave Buick the opportunity to engage with their community visually, generating strong emotional connections and provided the brand with insight on the lifestyle of its consumers.
Creative Optimization
In addition to social media, innovative brands are trying to repurpose images from Pinterest and Instagram for the purposes of the image in a display ad. Ben and Jerry’s asked fans to post photos of themselves enjoying ice cream on Instagram accompanied by the hashtag #captureeuphoria. Two-dozen of these fan photos were then selected for and used in print and outdoor advertisements.
Social Proof
Retailer Free People’s ecommerce site now enables and encourages consumers to upload photos of themselves wearing Free People clothing on specific product pages. The authenticity of seeing real people celebrating Free People’s products provides an endorsement for potential buyers to see.

So marketers, know your brand identity and your brand voice. Even if you don’t have your own content to share, act as a curator and share content that fits your brand’s personality. 

News Roundup: One Month Til Mobile & Some Sweet Digital Campaigns

Going forward in 2012 we’d like to provide you with occasional roundups of some of our favorite finds.

This week on the blog, we had a great guest post by TMMC speaker Darin Wonn, we celebrated New York Fashion Week by looking at L’Oreal’s Redken mobile marketing, and we got excited about some of the top brands that will be at next month’s conference.

Elsewhere, the world celebrated Valentine’s Day in a very mobile way, from mobile searches for restaurants and florists (62% mobile!) to AR magic at Starbucks. According to brandchannel:

“One quarter of smartphone owners will research and compare products on their phone, one in ten will make purchases and redeem coupons, and one in five will be looking up on the spot information like location and store hours. One-third of tablet owners will research products and compare prices, and one in five anticipates actually purchasing their gifts on the device.”

Given that mobile purchases are predicted to total $119 billion globally by 2015, and “The Number Of Mobile Devices Will Exceed World’s Population By 2012,” it’s only natural that brands are flocking to the medium, but AdWeek took a moment to wonder “Do Mobile Ads Still Suck?

When it comes to the platforms that are making the mobile web so popular, Ford Fiesta introduced an Instagram campaign via Facebook and up-and-comer Pinterest continued to generate a lot of buzz, from questions of copyright, to some helpful dos and don’ts for brands. Additionally, Facebook announced that we can look forward to Timeline for brands later this month and Mashable rounded up some of the top brand pages on Google+.

Is your company pursuing any new digital strategies? What platforms or mediums are you looking at?

Like these updates? You can also follow us on Twitter or on Facebook for conference updates and industry insider news all week long.

News Round-up: 2011 milestones and 2012 Tech Trends

Going forward in 2012 we’d like to provide you with some occasional round-ups of some of our favorite finds from around the internet.

This week was full of treasures, first of all one of our favorite resources for inspiration Design Mind by Frog Design released their 2012 Tech Trend Predictions. Check out the slideshow below, or head over to their blog for more in-depth info. Our favorite trends? “Connected Cities” – or the increased convergence of the digital with the physical and local – and “The Reductive Social Network: Technology Finally Gets Personal,” which explores the ways we will narrow our ever-increasing social circles.

Also of interest, The Barbarian Group launched this infographic of 2011 social media milestones. It’s amazing to look back and see how far we’ve come in the past year.

We’ve been closely following the development of Pinterest lately, as more and more sources are buzzing about the new network. Mashable announced this week that Pinterest is amongst the 60 new apps that have been added. If you’re thinking about using Pinterest for business, be sure to check out “Pinterest: A Dream-catcher for Creatives & CEOs” on the Front End of Innovation blog.

Lastly, from the world of Mobile,  a new App, “ReconAge” allows Android phones to be able to judge the age of their users. While this could provide valuable data to marketers, it’s unclear if users would opt in to using the program. Meanwhile, in India, mobile users are now able to download apps via a store at the mall. This post on Fast Company provides more insight into the new world of “Connected Consumers.”

What were your favorite digital marketing links this week? What resources do you turn to?