desk research 2.0
DESCRIPTION
Presentation of my winning paper for Pinasthika Awards - Call for Paper categoryTRANSCRIPT
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Pinasthika Awards 2009Call for Paper
Desk Research 2.0
Imam WiratmadjaStrategic Planner
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What’s On Your Mind?
•Was here as AdStudent Pinasthika 2006
•Premiere of This Category
•While we’re here, things happening in/out the Social
Media
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Desk Research 2.0
Web 2.0User-generated CONTENTSocial MEDIA
Accessible INSIGHT
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Social Media = FGD Room (?)
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What we used to know about Desk Research
Secondary data Literature a.k.a no fun
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...available database
Crosstab of•Audience Demography•Media Usage•Product Usage & Preference•Attitude Statement
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Search Engines
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Emerging, then what?
Facebook users growth in Indonesia 624.3%
Lets put the brand/campaign/link on facebook?
The bomb, twitter, & movement
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The Web 2.0 Matters
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Social Media as Research Tool
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TwitterTweet and Search
On July 28, 2009Twitter re-positioning itself from micro-blog to social radar
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Twitter Search Page
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Facebook Bored of Profile Page?
Search for keyword IRAN
..still under development..
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Features for Facebook AdsOccurrence Graph
Demography Word Association
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And of Course, GoogleGoogle's mission is to organize the world's information and make it universally accessible and useful
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What’s Available Now?
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Trends & Sentiment
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Identify Opinion Leaders
5% users do 75% tweets
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Time, Location, Demography
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Some Digital Analogies
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Projection Technique
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Ethnography
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Word Association
" Dapur ? " “..Kulkas.."
" Kopi ? " “..Pahit.. "
" Bandung ? “..Brownies.."
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People Meter
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Issues & Limitations
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The Long Tail & Representation
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How It Contributes to Creative Works? (So Far)
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Example 1Insight: You Don’t Talk to Most of Your Friends on Friend List
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82,771 people dumped their Facebook friends
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Example 2Insight: You Procrastinate
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CADBURY EYEBROW TVC
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LAYS HOTEL 666
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Example 3Insight: You Want To Join Trend
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Join The Conversation Today
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Two Point O Web 2.0
Interaction user-generated, user-defined Dynamic content PHP, Ajax, Java, etc
Nature of 2.0 Things add up > twitter app, facebook app People add up > hashtags
Attitude 2.0 Equality
Anyone can dig valuable insight!
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Home Made Insights Makes Home Made Viral
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Desk Research 2.0
Web 2.0User-generated CONTENTSocial MEDIA
Accessible INSIGHT
•Engagement•Equality•Opportunity!
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Arent we doing this already?
Stalking your It’s Complicated ?
Ask questions to the crowd?
Next
Organize the information
Explore and find new usage
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