“Ask a Marketing Expert” for September 10

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Yesterday saw some great conversation from a few newbies to our marketing exchange.  One topic was on focus groups as a market research strategy and the other introduced us to a Communication Index and other tools for communication in social networks.  I also shared a link from Harvard Business Review containing a podcast on leadership and innovation.

Ask a Marketing Expert for September 10

Here’s a transcript of the conversation for those who missed it:

Angela Hausman Ask a Marketing Expert begins soon. If you already have a question, feel free to leave in now and someone will be back later to answer it. If you’re ready to answer questions, pop back later (or I already have a question from yesterday — things don’t get busy until around noon. Pop in and out to see how its going. … Its all right here — on my wall.

Remember, its FUN … its FREE … its FRIDAY

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Ask a Marketing Expert for September 10

Yesterday at 9:01am · · · · Share
    • Angela Hausman

      Here’s a question posted yesterday. He’s coming back today to see how you answered it. Cheers.

      Eric Davis Hmmm. I just was in on a webinar that got me thinking. Focus groups. Why do some experts see them as a waste of money? What is their… “better” alternative that achieves the same, if not better, qualitative and more efficient results? I hope I said that in a manner that made sense. I have not had lunch yet (sugar low)See More

      Yesterday at 9:03am · ·

    • Angela Hausman

      Terry Ebaugh Brian Solis recently released a book titled Engage. In his book he talks about using the Conversation Prisim to map the Social Media landscape. He then uses listening to create a Conversation Index that can be used as a benchm…ark for comparisons and insights. I found this technique useful in preparing a Social Media St…rategy document (this is only one minor piece of the document). SWOT analysis proved to be fairly easy after going through this exercise. My question is: What are some other techniques used when listening and what are the benchmarks established?
      See More
      The Conversation Index
      www.briansolis.com
      I admire the work of Valeria Maltoni. Over the years, we’ve shared our individual ideas and vision for discovering, monitoring, and measuring relevantSee More
      Yesterday at 11:53am · ·

    • Michael S Minor Any method (including focus groups) generates a set of problems. An advantage: group dynamics, participants dialog with each other, and the “give and take” produces new insights. Disadvantage: group dynamics. More-talkative speakers tend to monopolize the conversation and “lead” the less-vocal participants.

      Yesterday at 12:16pm · ·

    • Angela Hausman

      This isn’t about focus groups, but fits our “Ask a Marketing Expert” series. What do you think after listening to this podcast?

      Angela Hausman via Harvard Business Review: This fits very well with “Ask a Marketing Expert” I encourage you al…l to listen.
      The New Era of Empowered Employees – HBR IdeaCast – Harvard Business Review
      bit.ly
      Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and more.See More

      Yesterday at 2:03pm · ·

    • Terry Ebaugh I have participated in focus groups where individuals were observed one at a time to give their thoughts on a product. The advantage is not worrying about group dynamics. The disadvantage is cost and time. I suppose there is still a place for this type of testing. In the Internet Space I think a A/B testing or A/B…Z testing is cheaper and one can have a larger test group. Web Analytics are one way to see how the test group uses the product but I think Web Analytics and a carefully crafted survey are better.

Terry Ebaugh Brian Solis recently released a book titled Engage. In his book he talks about using the Conversation Prisim to map the Social Media landscape. He then uses listening to create a Conversation Index that can be used as a benchmark for comparisons and insights. I found this technique useful in preparing a Social Media St…rategy document (this is only one minor piece of the document). SWOT analysis proved to be fairly easy after going through this exercise. My question is: What are some other techniques used when listening and what are the benchmarks established?

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Ask a Marketing Expert for September 10
I admire the work of Valeria Maltoni. Over the years, we’ve shared our individual ideas and vision for discovering, monitoring, and measuring relevant

Yesterday at 11:50am · · · · Share · See Wall-to-Wall · Flag
    • Angela Hausman

      I’ve looked at some of the stuff from the site and it looks interesting. I’ve ordered the book. I’d also be interested to see how you incorporated it into a social media SWOT because its not intuitive from what I’ve been able to understan…d.

      Listening is a critical aspect of marketing and branding; social networks have simply given us a vehicle to listen in on conversations that have always occurred in private. Also, these conversations are more pervasive.

      A good listening post is the first step — gathering the types of information discussed from the conversation prism regarding your brand, etc, then indexing it. But, this data is difficult to deal with since it is unstructured. So, you need something to convert it to structured data, such as a text analysis program. You can then plot problems and solutions. I discussed this in my blog yesterday and will continue the conversation over the next few posts — http://www.hausmanmarketresearch.org/.

      Sometimes, it takes more than indexing, tracking, and benchmarking to do effective listening. Sometime you have to ACT. A good example is a student who complained on a company’s facebook fan page and was contacted the next day to resolve the problem. I’ve looked at a product produced by Parature for funneling facebook comments to individuals within the organization. So far, I’m not truly impressed plus its limited to facebook.

      We (Hausman and Associates) are developing a listening post and would be very interested in having some Beta testers for the product once its ready. We’re also interested in hearing suggestions regarding desired features for such a product.See More

      Yesterday at 12:32pm · ·

    • Terry Ebaugh You might want to look at http://hy.ly/ too

      Yesterday at 1:25pm · ·

    • Angela Hausman

      Take a look at this. I think you’ll enjoy.

      Angela Hausman via Harvard Business Review: This fits very well with “Ask a Marketing Expert” I encourage you all to listen.
      The New Era of Empowered Employees – HBR IdeaCast – Harvard Business Re…view
      bit.ly
      Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and more.

Angela Hausman via Harvard Business Review: This fits very well with “Ask a Marketing Expert” I encourage you all to listen.

bit.ly
Business bloggers at Harvard Business Review discuss a variety of business topics including managing people, innovation, leadership, and more.

Yesterday at 2:00pm · · · · Share
    • Terry Ebaugh This is a good podcast. I liked Groundswell. I still need to read Empowered and Open Leadership. My stack of books to read just keeps growing!

      Yesterday at 9:23pm · ·

    • Angela Hausman Mine too. Maybe we can discuss some of this to save the read.

      Yesterday at 9:33pm · ·

    • Thomas Leigh Like recycled rock and roll…this stuff keeps going round and round…ad nauseum!

      5 hours ago · ·

    • Angela Hausman Yes, otherwise we would have nothing to write about.
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