Unleashing Consumer Insights with Social Media


TOPIC QUESTIONS
Q1) There is so much information on the web today. What's the difference between info & insight?
Q2) What are the best strategies for engaging consumers & getting them to open up their lives online?
Q3) Other than the standard Dell/Starbucks stories, what companies do you think are great at listening online?
   Event Details
Event Date:
     2011-02-08
Event Time:
     12PM - 1 PM EST
Participants:
     53
Tweets:
     391


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Moderator
diane-hessan.jpg
Diane Hessan
twitter:
web: http://www.communispace.com
BIO: Diane Hessan is President and CEO of Communispace, a leading next-generation market research and social media company "with a Blue Chip client list that would make a Madison Avenue giant jealous," according to Advertising Age. A pioneer in creating online communities to help marketers generate consumer insights, Diane helped found Communispace in 1999 and hasn't looked back.

Today, Diane leads Communispace's employees in building and m ...more
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  • #sm97 RT Whoa: 70% of companies are using/will use #socialmedia for product innovation; only 33% have plan http://j.mp/flUmqj
    Posted by: - 02/08/2011 01:14:01 PM
  • re: Study: http://bit.ly/ffr23W >Saw it. #SM has awareness & engagement. Many factors for each. #sm97
    Posted by: - 02/08/2011 01:11:01 PM
  • Annnnnd somehow a meeting has taken me away from #sm97.
    Posted by: - 02/08/2011 01:11:01 PM
  • re: Goals should be solid "traditional" custserv, then expand to SM - 1st things 1st #sm97 > Exactly!
    Posted by: - 02/08/2011 01:08:03 PM
  • Couldn't agree more! We're currently performing highly qualititive ethno-like social market research for our clients #sm97
    Posted by: - 02/08/2011 01:08:03 PM
  • I resemble that remark ;) #sm97
    Posted by: - 02/08/2011 01:07:03 PM
  • RT : Thank you, & entire #sm97 community for such insightful responses #sm97
    Posted by: - 02/08/2011 01:07:03 PM
  • yes it is the skills needed for understanding new cultural norms and it takes observation #sm97
    Posted by: - 02/08/2011 01:06:03 PM
  • Thank you, & entire #sm97 community for such insightful responses—even if we didn't want to admit to all of 'em.
    Posted by: - 02/08/2011 01:06:03 PM
  • Indepth qualitative/ethnographic research using social media tools is a promising approach for insights #socialmedia #sm97
    Posted by: - 02/08/2011 01:05:04 PM
  • thanks all, great convo as usual #sm97
    Posted by: - 02/08/2011 01:05:04 PM
  • Missed it too! “: Wish i hadn't checked into #sm97 so late, at least I can go back through and look!”
    Posted by: - 02/08/2011 01:04:08 PM
  • yep right here http://bit.ly/fBJOxP : Wish i hadn't checked into #sm97 so late, at least I can go back through and look!
    Posted by: - 02/08/2011 01:04:08 PM
  • Nice job to and as usual #sm97
    Posted by: - 02/08/2011 01:04:08 PM
  • Get full transcript of entire convo http://hashtagsocialmedia.com/event/97 Click "BigFollow" buttonstay connected 2 these smart peeps! #sm97
    Posted by: - 02/08/2011 01:04:08 PM
  • RT : Maybe the better question is, "Who is using consumer insights to build a better company?" #sm97
    Posted by: - 02/08/2011 01:04:08 PM
  • Wish i hadn't checked into #sm97 so late, at least I can go back through and look!
    Posted by: - 02/08/2011 01:03:18 PM
  • As we wind down todays #socialmedia tweetchat, I have to tell ya-Great convos, Huge TY to Awesome! #sm97
    Posted by: - 02/08/2011 01:03:18 PM
  • Anthropology is one discipline. Theories don't matter much, but skills of research, synthesis, etc. do #sm97
    Posted by: - 02/08/2011 01:03:18 PM
  • Nice job to and as usual #sm97
    Posted by: - 02/08/2011 01:03:17 PM
  • Get full transcript of entire convo http://hashtagsocialmedia.com/event/97 Click "BigFollow" buttonstay connected 2 these smart peeps! #sm97
    Posted by: - 02/08/2011 01:03:17 PM
  • RT : Maybe the better question is, "Who is using consumer insights to build a better company?" #sm97
    Posted by: - 02/08/2011 01:03:17 PM
  • re: Q3A: crowdsourcing #sm97 > Depends on the ppl. Value like a big focus group. Can also be a waste. Manage expectations.
    Posted by: - 02/08/2011 01:02:04 PM
  • A3a: Need to really structure a community to encourage it, though. Model on the best tech forums, that reward answers with status. #sm97
    Posted by: - 02/08/2011 01:02:04 PM
  • Wow: Great convo & no more time. I'm embarrassed to say I may kill a tree & print this. Thanks so much to everyone for the learning. #sm97
    Posted by: - 02/08/2011 01:02:04 PM
  • RT : So true! RT : community will tell you what they want if you stop telling them what they need #sm97
    Posted by: - 02/08/2011 01:02:04 PM
  • What a great convo today on #sm97 led by big props to all who participated also.
    Posted by: - 02/08/2011 01:02:04 PM
  • As we wind down todays #socialmedia tweetchat, I have to tell ya-Great convos, Huge TY to Awesome! #sm97
    Posted by: - 02/08/2011 01:02:03 PM
  • Anthropology is one discipline. Theories don't matter much, but skills of research, synthesis, etc. do #sm97
    Posted by: - 02/08/2011 01:02:03 PM
  • Keep in mind however that the def of 'action' is quite diverse in that context. Inaction can have value. #sm97
    Posted by: - 02/08/2011 01:01:05 PM
  • RT : Social media could be the worst thing that ever happens to a company if done poorly... #sm97
    Posted by: - 02/08/2011 01:01:05 PM
  • A3a: I think crowdsourcing/co-creation is an underutilized opportunity in customer service. Customers often have BEST advice/insights. #sm97
    Posted by: - 02/08/2011 01:01:05 PM
  • Wow: Great convo & no more time. I'm embarrassed to say I may kill a tree & print this. Thanks so much to everyone for the learning. #sm97
    Posted by: - 02/08/2011 01:01:04 PM
  • RT : So true! RT : community will tell you what they want if you stop telling them what they need #sm97
    Posted by: - 02/08/2011 01:01:04 PM
  • What a great convo today on #sm97 led by big props to all who participated also.
    Posted by: - 02/08/2011 01:01:04 PM
  • I would agree with that #sm97
    Posted by: - 02/08/2011 01:00:06 PM
  • think co-creation more because tacit knowledge sharing towards one solution, most crowdsource is pick best solution #sm97
    Posted by: - 02/08/2011 01:00:06 PM
  • Social media could be the worst thing that ever happens to a company if done poorly... #sm97
    Posted by: - 02/08/2011 01:00:06 PM
  • might be a good one to follow to see how they handle customer support. They have the ShopYourWayRewards program, too. #sm97
    Posted by: - 02/08/2011 01:00:06 PM
  • Great cases studies with insights for better marketing or innovation. #sm97 http://bit.ly/eUemeh via
    Posted by: - 02/08/2011 12:59:05 PM
  • Goals should be solid "traditional" custserv, then expand to SM - 1st things 1st #sm97
    Posted by: - 02/08/2011 12:59:05 PM
  • RT : Engagement isn't the Gap employee at the door. It's the one you ask to help you find a size or a gift with a smile. #sm97
    Posted by: - 02/08/2011 12:59:05 PM
  • no way to answer that in 3 minutes... #sm97
    Posted by: - 02/08/2011 12:59:05 PM
  • Even more: fr decision theory, value of info on which no action will be taken = $0 RT insight w/o action is just info #sm97
    Posted by: - 02/08/2011 12:59:05 PM
  • might be a good one to follow to see how they handle customer support. They have the ShopYourWayRewards program, too. #sm97
    Posted by: - 02/08/2011 12:59:04 PM
  • Is #sm the venue to tell, listen or both? #sm97
    Posted by: - 02/08/2011 12:58:04 PM
  • agree RT : Then following statement is tru-insight w/out action is just information. #sm97 #socialmedia #sm97
    Posted by: - 02/08/2011 12:58:04 PM
  • no way to answer that in 3 minutes... #sm97
    Posted by: - 02/08/2011 12:58:03 PM
  • Even more: fr decision theory, value of info on which no action will be taken = $0 RT insight w/o action is just info #sm97
    Posted by: - 02/08/2011 12:58:03 PM
  • was wondering when U were going to share! RT : Here are a few good case studies from our clients #sm97 http://bit.ly/eUemeh
    Posted by: - 02/08/2011 12:57:05 PM
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Moderator
Wow: Great convo & no more time. I'm embarrassed to say I may kill a tree & print this. Thanks so much to everyone for the learning. #sm97
Wow: Great convo & no more time. I'm embarrassed to say I may kill a tree & print this. Thanks so much to everyone for the learning. #sm97
Q3A: How does crowdsourcing/co-creation fit into all of this? #sm97
Here are a few good case studies from our clients, if U need them: insights for better marketing or innovation. #sm97 http://bit.ly/eUemeh
Remember, we're talking about how to get insights using #socialmedia & not who's generally good online. #sm97
Tell us more about Sears, Delta, NYJets, Southwest, Zappos, BestBuy #sm97 -- or send a link!
Tell us more about Sears, Delta, NYJets, Southwest, Zappos, BestBuy #sm97 -- or send a link!
Q3: Other than the standard Dell/Starbucks stories, what companies do U think R great at this kind of listening, using #socialmedia? #sm97
Q3: Other than the standard Dell/Starbucks stories, what companies do U think R great at this kind of listening, using #socialmedia? #sm97
Great points: pimping kills engagement, be authentic, treat them as people, keep it intimate, be relevant. Easier said than done:) #sm97
Our research: most consumers love engagement if it's authentic &they R feeling heard. ANY consumers. #sm97
The big reward in our communities is the chance to have a voice &make a difference. #sm97. Not sure abt others' experience.
The "insider" idea's been key 4 us. An intimate group that feels special=more engaged than a public forum of strangers. #sm97
The "insider" idea's been key 4 us. An intimate group that feels special=more engaged than a public forum of strangers. #sm97
Very interesting that 4insight, UR all talking abt very active conversations w/people rather than tools that monitor the blogosphere. #sm97
I agree w/U, even though you are a Yankee fan. #sm97
Q2: What are the best strategies for engaging consumers & getting them 2open up their lives online (increase chance 2get insight)? #sm97
Fantastic responses. I'm going to quote U all next time I speak. Now for Q2...#sm97
RT : if we can be smarter about why or what we are listening for, insights will be more visible / more quickly #sm97 #SumsItUp
What do U think about this? : hard 2capture insights frm unfocused monitoring #sm97
What do U think about this? : hard 2capture insights frm unfocused monitoring #sm97
Ask execs abt info vs insight.They don't want lots of data.They want inspiration. Something that makes them reframe their assumptions. #sm97
I agree. Info's often obvious. Starbucks has a site: people share...How about wireless? DUH. That's not insight. #sm97
I agree. Info's often obvious. Starbucks has a site: people share...How about wireless? DUH. That's not insight. #sm97
Great answers! To me, we're inundated w/info, but short on insight. We don't often hear something that makes us say, "I had no idea". #sm97
Question #1 There's so much info on the web today. What's the difference between mere INFO & true insight? #socialmedia #sm97
Question #1 There's so much info on the web today. What's the difference between mere INFO & true insight? #socialmedia #sm97
When we think abt #socialmedia, we often go right 2How Can We Go Viral? Or, what can we say today, but what about actively listening? #sm97