Some call it Ethnographic Research. Some call it hyper qualitative research. But it’s all about getting closer to your users or potential users to “deep dive” and “needfind” to develop a solution to marketing problems. Quantitative research is great – it tells marketers what is going on. But it often overlooks the “why” and the “how” and even other opportunities.
1. Can you give an example of a company doing this type of research?
2. What was the result?
3. What is your opinion of these research techniques?
David Kelly, a pioneer on this research technique, talks below about creativity, and examples on this process and how to drive creativity throughout an organization.
See you next week.
I am thrilled to be a featured speaker at this year’s podcamp #pcpgh7. What is podcamp? It is a free event where you can learn social media and interactive marketing in a very “un-conference” like environment. No pressure. No stuffy suits. Just real people talking about what they love to do each day.
My session is all about engaging with students using social media. Blogs, interactive teaching, LinkedIn, Twitter, etc. Our role as instructors needs to be, whether we like it or not, to engage with our students on their level.
Would you take your car to a repairman that did not know about cars? Should students trust instructors that are not aware of social media and how to use it?
The way students are learning is different. Many high schools are going paperless. Online coursework is evolving through organizations like Coursera and Venture Lab – giving students the opportunity to learn in new and exciting ways from across the globe. As instructors – we need to embrace this change and become just as engaged as our students are in social media.
If you know anyone in higher education that is looking to increase their online and social media presence, please join me at podcamp pittsburgh 7 – and start building your digital toolbox!
Think about the planning that went into this.
Thinking about our guest speaker Deanna Ferrari and the great social media examples she provided us in class, please provide your own examples of a company that is doing Social Media Marketing well.
What company, brand, or non profit do you think is doing social media well?
Who is their primary target?
What social media outlets do they use? (Twitter, Facebook, etc).
What is their tone? (Funny? Uplifting? Responsive?)
Is there a person behind the brand personality? Is that person identified? (Example: @scottmonty at @ford).
Is there a time when they most engage with consumers? (Day, Nights, Weekends?).
Anything else you found as a reason your example does social media well? Are there any bad examples you can also share?
If you are active on Twitter – you quickly realize it can be a place to vent everyday frustrations. Ad Agency DDB New York used the hashtag #firstworldproblems and had real Haitian villagers read the tweets aloud. I felt pretty silly about my tweets, and remembered how lucky we are for what we have. All in all – great marketing. Read more about the effort here
Cause marketing has one underlying goal: tug at your heartstrings. Job done. They used a popular hash tag on twitter to get the word out about a real problem facing the world.
Class – discuss – what are some new and innovative ways companies are conducting surveys? How are they reaching their prospects today?