Lynne d Johnson



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01.05.10 03:07 PM

Listening to the Consumer: Is Social Media the New Market Research?

I'm doing the following Webcast for the ARF next Tuesday at 12:00 in preparation for a major listening event we're having in SF at the end of the month.

Listening to the Consumer: Is Social Media the New Market Research?

Social Media is free marketing research—people are using blogs, Twitter, video, Facebook, forums, and other social networking sites to talk about brands without companies having to pay them to find out what they like or dislike. Because of this, social media monitoring of your brand offers real-time feedback for conducting brand and customer satisfaction research, as well as competitive intelligence. In this webcast learn how brands successfully mine online activity to:

  • Gain customer insights
  • Test new product ideas
  • Improve existing products
  • Drive brand growth
To learn more and register for this Webcast (for free) visit The ARF.

As for the ARF Industry Leader Forum - Putting Listening to Work, it takes place Jan. 28 at the Bentley Reserve in San Francisco. Speakers include:
  • Keynote Speaker: Jeremiah Owyang, digital media strategy superstar and blogger and Partner, Customer Strategy, Altimeter Group
  • Steve Patrizi, Vice President, Advertising Sales & Operations, LinkedIn
  • Doug Frisbie, National Social Media & Product Integration Manager, Toyota Motor Sales
  • Johanna Skilling, EVP, Director of Strategic Planning, Saatchi and Saatchi Wellness
  • Vishal Pandya, Market Insights, Client Research Analyst, IBM
  • Ann Barlow, Partner and President, Peppercom West Coast
  • Paul Banas, Senior Category Insights Manager, Kraft Foods
  • Stephen Kim, Senior Director, Microsoft Branded Experiences and Entertainment, Microsoft
  • Chance Parker, VP and GM,  J.D. Power and Associates
  • Rich Ullman, SVP Marketing, Ripple 6
To learn more about the ARF Industry Leader Forum and register visit The ARF.

We know that Social Media and consumer behavior online has completely changed how we think about marketing research. But there are still so many unanswered questions. Who are we listening to? What are we listening for? What are the best tools to help us serve our listening needs? The list is endless. I think Jeremiah Owyang's, "Evolution: The Eight Stages of Listening," helps companies plan an approach to listening that not only uses listening as a market research tool or simply for marketing purposes--it helps companies think about how to change the DNA of their business, where listening becomes holistic and not just a siloed or one-off activity.

Follow me on Twitter @lynneluvah

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