Category Archives: Market Research

Social Media – Why it’s not all about you.

How many times have you heard marketers or pr professionals say:

– “Social Media is so hard to get over the line’  and -‘Its hard to demonstrate the ROI of Social Media’ or

-‘The CEO is just not on board with the Social Media idea’

These comments typically come from individuals that do not have the full business picture in mind when they are talking with their client.

As marketers we often think of Social Media as part of our own personal toolkit – albiet a growing and quickly developing one. Via Social Media we have the capacity to reach consumers,  with some prs still aiming to get a few messages across  (yes very old school) and ideally raise the brand profile and ultimately sell the item that we are marketing.

So what is wrong with that notion? After working in traditional media, online pr, market research 2.0 and knowledge management it is clearly evident that we need to recognise that Social Media touches all the above disciplines within a business including R&D and CRM.  As individuals within those disciplines we need to step outside our own areas and look at how we deliver business value across many areas of the business  – a much more wholistic approach.

So how is this relevant to you as a marketer? First understand that the Twitter account that you are trying to sell in for pr purposes can also be used for CRM and that means working with those relevant internally to support customers if complaints arise.  That branded Online Community that you are thinking about will provide ROI for many elements of your business including innovation and R&D. It is not just about your big shiny idea or your pr/marketing silo, or for that matter (and this is positive) the marketing budget.

Finally social media strategies can be devised and initially implemented by agencies but collaborative maintenance must come from the company itself.   What is maintenance? after the initial burst of creative activity is the hard yakka of continuing the conversation with your consumers, listening to them and embracing what you learn. If your social media marketing agency is simply selling you a one-off campaign and not educating you along the way they are doing you a disservice. Sure campaigns such as World’s Best Job have a finite time period but most customer engagement strategies should be for the long-term.

Social Media has the power to transform a company,  break down internal silos, deliver excellent ROI, engage with consumers and deliver more relevant products to the marketplace but we need to first recognise its not all about us.

About the Author: Jenni Beattie is the Director of Digital Democracy a Sydney based Social Media Consultancy . Enjoy the article?please subscribe to the RSS Feed .

Update May 9 Mashable produced an excellent article using Twitter for customer service well worth a read!



Filed under Digital PR, Enterprise 2.0, Market Research, marketing, online communities, Social Media, social media strategy, twitter

Five Eras of the Social Web – Part 2 – What does it mean for market research?

In the first post (below) I discussed the recent Forrester study and how they described the Five Eras of the Social Web.

The five eras not only relate to social media marketing but also the discipline of market research.

Innovative market research companies have already tapped into the fact that market research methodologies need to change in a web 2.0 environment- become more online and more ‘social’.

The following are  a list of agencies that are currently using innovative approaches:

  • The Digital Edge – the only Australian company to have facebook-style community software that enables a highly interactive online and highly ‘sociable‘ research experience – referred to as MROCs or market research online communities. (Era 1 & 2)
  • Peanut Labs, runs  surveys across widgets on social networks. (Era 2)
  • FreshNetworks build online communities for innovation and consumer advocacy – with the ability for insight collection (Era 5)
  •  Australian online communities provider Resonate Solutions builds communities for organisations with potential for market research/insight gathering (Era 5)

 The Social Web touches many disciplines from knowledge management, to pr and marketing and market research. The agencies that innovate to recognise the change  and use it to drive their future methodologies will survive while those that don’t will become increasingly irrelevant.

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Digital Democracy born

In the middle of April this year in the middle of a recession I resigned my current role and started my own social media consultancy called Digital Democracy. 

Why? because with 20 years of media experience gathered in pr agencies, advertising agencies, media houses and market research agencies I believe I can support both agencies and companies that need assistance navigating the social media landscape.

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Filed under Digital PR, Market Research, Social Media

End of the Year but start of a blog

As the year draws to a close I thought it was time to start my own blog. After contributing to many blogs since 2006 including FreshChat, Digital Ministry, The Digital Edge and Slice Media and leaving them behind when I moved jobs I decided the mature thing to do was simply start my own – called Reputational Democracy.

I came across the term in a Twitter post and liked it. It reflects the current environment in which consumers have their say and in which brands and companies are all judged daily.

I hope you will also have your say on the blog in coming weeks.

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Filed under Digital PR, Enterprise 2.0, Market Research, Social Media, Uncategorized