APRIL 1-3, 2014 TORONTO
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
TAMING THE RAGING RIVER
Qualitative360 Conference - Toronto
April 2014
Qualitative Research & Social Media
“We would love to have you speak
at the conference about
qualitatively measuring social
media strategy and activity …”
my reaction …
4
The Language of Love in Social Media:
New Rules for Brand Engagement
Consumer
In Control Brands Outside
Looking In
Shift in Balance
of Power
New Moment of
Truth
(*2010 Global Firefly Study)
MODERATES & MAVENS
MAVENS MODERATES
THE SHORT ANSWER …
DEFINING SOCIAL
MEDIA STRATEGY
Humanizing
consumer targets
Illuminating
behaviors &
attitudes
Identifying
opportunities
EXPLORING SOCIAL
MEDIA ACTIVITIES
Assessing &
developing
concepts
Understanding
brand fit
Unleashing the
power of ideas
“We would love to have you speak
at the conference about
qualitatively measuring social
media strategy and activity …”
8
SOCIAL
Listening
Measurement
SOCIAL
SOCIAL
CUSTOMER CONVERSATIONS
BUSINESS STORIES
REAL-TIME OPPORTUNITIES Credit: Natanya Anderson, Director, Social Media & Integrated Mktg, Whole Foods Market at SXSWi Conference 2014
We are in the
business of having
deep, meaningful
conversations &
observing
behavior
wherever people
are living their
lives 11
SOCIAL IMMERSION
Observe the
way people
communicate
& express
themselves
Explore real
conversations
between
consumers &
brands
Understand
the right role
for the brand
OBSERVE
Public
Persona Acquaintances
True
“Friends”
EXPLORE
Polls
Private Diaries
Discussions
Interactive Activities
UNDERSTAND
1 to 1
1 to Many
DIVE IN
ELLEN FENWICK @EllenF_FFMB
@FireflyMB_US
www.fireflymb.com/us
THANK YOU!
▪ illumination ▪ inspiration ▪ impact
APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
APRIL 1-3, 2014 TORONTO