taming the raging river - qualitative research & social media - firefly mb
DESCRIPTION
at Qualitative360 North America 2014 1-3 April 2014, Toronto, Canada This event is proudly organised by Merlien Live Check out our upcoming events by visiting http://qual360.com/TRANSCRIPT
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APRIL 1-3, 2014 TORONTO
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
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TAMING THE RAGING RIVER
Qualitative360 Conference - Toronto
April 2014
Qualitative Research & Social Media
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“We would love to have you speak
at the conference about
qualitatively measuring social
media strategy and activity …”
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my reaction …
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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)
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MODERATES & MAVENS
MAVENS MODERATES
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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
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“We would love to have you speak
at the conference about
qualitatively measuring social
media strategy and activity …”
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8
SOCIAL
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Listening
Measurement
SOCIAL
SOCIAL
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CUSTOMER CONVERSATIONS
BUSINESS STORIES
REAL-TIME OPPORTUNITIES Credit: Natanya Anderson, Director, Social Media & Integrated Mktg, Whole Foods Market at SXSWi Conference 2014
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We are in the
business of having
deep, meaningful
conversations &
observing
behavior
wherever people
are living their
lives 11
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SOCIAL IMMERSION
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Observe the
way people
communicate
& express
themselves
Explore real
conversations
between
consumers &
brands
Understand
the right role
for the brand
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OBSERVE
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Public
Persona Acquaintances
True
“Friends”
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EXPLORE
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Polls
Private Diaries
Discussions
Interactive Activities
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UNDERSTAND
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1 to 1
1 to Many
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DIVE IN
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ELLEN FENWICK @EllenF_FFMB
@FireflyMB_US
www.fireflymb.com/us
THANK YOU!
▪ illumination ▪ inspiration ▪ impact
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APRIL 1-3, 2014 TORONTO
Organized by Workshop Sponsors
Association & Media Partners
![Page 26: Taming the Raging River - Qualitative Research & Social Media - Firefly MB](https://reader036.vdocuments.site/reader036/viewer/2022081403/554a18e9b4c90507558b537c/html5/thumbnails/26.jpg)
APRIL 1-3, 2014 TORONTO