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Suggested by Aurélie Mathon!

The Public Spoke, Maker's Mark Listened - Returning To Original Formula

The Public Spoke, Maker's Mark Listened - Returning To Original Formula | Marketing Research |

This article provides insight on how Maker’s Mark, a bourbon brand produced by Beam Inc., reversed its decision of lowering the level of alcohol thanks to social listening.


Earlier this year, Maker’s Mark identified a problem: they were having difficulty meeting their demand because of their lengthy production time. 


In hopes of resolving this issue, Maker’s Mark decided to bring down the water level in their product from 45% to 42%. When the company was announcing this change in water level, they clearly explained that it would not affect the taste.


Unfortunately, Maker’s Mark did not invest in marketing research to gain insight into how consumers would react to this change in formula. As a result, angry customers took over social media such as Facebook and Twitter to express their dissatisfaction over the change. Maker’s Mark listened to consumers and immediately changed their bourbon back to the original formula.


This situation is a great example of the increasing impact of social media on firms’ decision-making process. With appropriate research, the company could have predicted that customers were ready to pay more.

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Suggested by Colin Babington!

Listening To Social Media Cues Doesn't Mean Ceding Control

Listening To Social Media Cues Doesn't Mean Ceding Control | Marketing Research |

This article looks at the importance of social infrastructure as a way for companies to maintain control over their brands while also catering to a social-user base. Patrick Salyer recognizes that merely creating and managing social media profiles, as a way to create significant levels of engagement, is no longer the answer to the “social problem” and speaks to ways that social infrastructure allows for both an improved user experience and maintained control of a brand.


Salyer describes social infrastructure as the backbone of the social Web beyond the walls of social networks. This infrastructure is what allows visitors of a webpage to log-in and share or like content via Facebook, Twitter, etc. This sort of convenient log-in allows companies to control the content that is being seen by the user and also gives companies permission-based access to a realm of valuable social profile information.


I don’t think customers will be incentivised to access pages through social media if they feel their privacy is being invaded. It will be interesting to see if in time customers become unhappy with the level of access given to companies using social infrastructure tools, perhaps a new way of gathering information will be required.

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Suggested by Kyle Maloney!

Tagboard | CrunchBase Profile

Tagboard | CrunchBase Profile | Marketing Research |

This new platform revolves around the use of hashtags to aggregate content on a specific topic or online “conversation”. It pulls these conversations from five different social media sites and creates a custom board of specific content. This tool is great for a few reasons, and is great for a broad range of businesses. Firstly, for small businesses without a huge budget to invest in large-scale social media monitoring, this offers a simple yet effective solution to stay tuned on what is being said about your brand. 


The video posted on this link gives you a good idea of how even bigger organizations such as sports teams can benefit by using such a tool because it gives them the chance to engage their clients in real-time and even reply to posts right from tagboard. This tool is aimed at marketers and gives both big and small companies the opportunity to amplify their engagement in a meaningful way with their fans, brand supporters, clients etc. across several social media platforms at once. The company is still a startup so it will be interesting to see how they integrate analytics and other important features for marketers into their platform. 

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Suggested by Danny McConnell!

Sentiment to Actionable Insight | Social Media Today

Sentiment to Actionable Insight | Social Media Today | Marketing Research |

This article details the evolution of sentiment into actionable intelligence through the process of social listening.  Sentiment describes the general attitude toward a product or brand whether it is positive or negative.  Due to advances in technology, companies are eliminating the lack of trust in sentimental information in order to develop a deeper understanding of the social data that drives consumer sentiment and demand.


Companies can utilize social networks outside the ‘big four’ to develop a deeper analysis and more specific discussions that revolve around product features.  Data received can shift the results from what was previously unactionable feedback to more actionable feedback for the company.   For example, in the article’s snack food survey conducted, it was concluded that consumers disliked a specific feature of the product (high calories) and are attracted to another (multigrain).


Sentiment’s role in social listening increases the ability of a company to listen and accurately determine attitudes towards a specific element of a product.  Through the results researchers gather, it can reduce the difficulty in determining consumer attitudes, plan products and initiatives to these attitudes and ultimately improve their company's brand.  This method will become increasingly important as the sources for social data expands.

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Suggested by Shawn Kim!

The End of Demographics: How Marketers Are Going Deeper With Personal Data

The End of Demographics: How Marketers Are Going Deeper With Personal Data | Marketing Research |

Shawn's Insights: 


With social media changing the landscape of market research, the article argues a convincing point that marketers today, now have the ability to personalize advertisements through social profiling. Due to the insights social profiling provides on behavioural and customer lifecycle data.


With the rapid emergence of social media websites, marketers now have the access to personal data, to help better segment their target market. These social networks offer profile reports on consumers’ relationship status, interests, etc., which allows marketers to make more effective qualitative analysis on their target market.  


Additionally, these social networking sites also offer behavioural and lifecycle information with the assistance of clickstream databases.  Social media is able to uncover behavioural patterns within specific consumer groups through social profiling, allowing marketers to target customers at specific mental moods. Social media can be used to predict customer lifecycle, giving marketers the ability to know what products to promote at the right time. For example, Facebook provides the information of a family purchasing diapers for the first time, indicates that this consumer is entering a new lifecycle. Other indicators such as shipping address changes can all indicate a start of a new customer mentality and behaviour pattern. 

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Suggested by Yavittha Kunchonmanee!

McKinsey & Company launches centre to help firms understand Asian consumers - Channel NewsAsia

McKinsey & Company launches centre to help firms understand Asian consumers - Channel NewsAsia | Marketing Research |

This article presents the newly established Asia Consumer Insights Center (ACIC) of management consulting firm Mckinsey & Company as Asia is one of the fastest emerging market economies in the world. The company study attempts to provide its clients with the insights they need to have in order to make an appropriate business strategy and model.


By establishing the center, it allows the company to understand more about local business environments and consumers. It also helps improving the effectiveness of global operations, systems, organization, and governance, thus, enhancing company performance in the long run. Moreover, due to retailers and consumer-packaged-goods (CPG), company is able to access to large amounts of transaction. This allows company to understand more details about consumers’ needs and attitudes as well as deliver improved performance by identifying the highest-value opportunities to its clients. 


To sum up, the Asia Consumer Insights Center is significant to the company’s performance as it helps connecting clients with leading institutions sharing detailed marketing insights on sectors trends and regulatory changes in this growing Asian market in preparation for clients’ international expansion.

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Suggested by Jacqueline Marcuzzi!

People Are Talking About Lunch And Wendy’s Is Listening

People Are Talking About Lunch And Wendy’s Is Listening | Marketing Research |
This article describes how Wendy’s partners with ShareThis to capture the benefits that the Social Quality Index (SQI) metric delivers to influencers. The SQI metric measures social activity around online content giving Wendy’s media buying agency a tool to gain insight on social engagement and better align with the content being shared. ShareThis sharing content tools are integrated into over 1.8 million websites making them a strategic partner for Wendy’s, with a lot of reach potential. Two campaigns were launched by Wendy’s to evaluate impression on their audience; one considering high-SQI sites and one not. The former campaign was significantly more effective, with a click-through rate 209% higher and being 2.3 times more likely to drive traffic to Wendy’s online engagement then the latter. Given the positive outcomes resulting from high-SQI sites, it can be noticed they will deliver the most value and target an influencer audience, who is likely to engage and share content viewed. Influencers will have a big impact and provide value to Wendy’s brand community, getting them closer to their goal of targeting consumers who share. Targeting influencers in real-time will allow Wendy’s to interact with relevant social activity resulting in more store and online traffic.
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Suggested by Julia Di Lena!

Nomi Partners With Warby Parker | Nomi

Nomi Partners With Warby Parker | Nomi | Marketing Research |

CNBC’s feature, “Nomi Partners with Warby Parker”, focuses on the attributes of Nomi that study consumer ethnography. Nomi uses smartphone applications to track consumer behaviours and patterns, while measuring the effectiveness of store flow and display optimality. Nomi’s social listening tools influence business owners to rethink today’s convergence of e-commerce and retail, a driving factor to Warby Parker’s transition from an online to in-store eyeglass retailer.


Nomi exercises buzz mining to track in-store conduct and browsing behaviours. Tracking loyalty, conversion cycle, and leads management has provided Warby Parker with the tools to enhance ROI and ultimately better the consumers’ in-store experience.  A key insight is the understanding that it is no longer enough for store design and customer relationship management to be based on past practices. With offline tools as encompassing as those online, strategic changes must constantly occur within a businesses brick and mortar.


Nomi provides Warby Parker with the ability to improve customer relationships through CRM integration by enhancing customer segmentation. Through metrics gauging demographic trends, Warby Parker can more accurately plan online and in-store marketing initiatives to play to consumers’ preferences, thus heightening retail performance. Conclusively, we see the retail landscape changing to better suit consumers’ desires. 

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Suggested by Chu Wang!

McDonald's: Leading the Social Listening Realm to Create a Competitive Advantage

McDonald's: Leading the Social Listening Realm to Create a Competitive Advantage | Marketing Research |

With over 2.5 million social media mentions each month, McDonald’s is one of the most popular brands in the world.  During this podcast, Rick Wion, Director of McDonald’s Social Media, reveals the company’s centralized social listening framework used to monitor and instantaneously respond to its customers online.  


Rick’s team has a triage system that prioritizes the most important comments and ensures that the “McDonald’s brand” is able to acknowledge its customers.  Furthermore, the unique team is comprised of customer service staff that diffuse situations, handle complaints, and integrate the customer service processes within the core framework, as well as communications staff that answer marketing-related questions.


Given the ease of product substitution in this industry, the quality of service and the power of brand are competitive differentiators for fast-food giants.  For one, engaging customers outside the restaurant and leveraging them to act as promotional tools will help drive incremental awareness.  Secondly, this form of interaction is also indicative of the consumers’ perception towards the company; consequently, McDonald’s will be able to tailor its product offerings to different, regional customer needs.  Lastly, by acknowledging its customers with satisfying responses, McDonald’s will strengthen its brand equity, and ultimately, its customer loyalty base.

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Suggested by Kristen Toso!

Spike TV's New Tool Measures Online Buzz for Games, Consoles

Spike TV's New Tool Measures Online Buzz for Games, Consoles | Marketing Research |

This article discusses the launch of GDEX, the first platform to monitor social media buzz pertaining to new and upcoming video games and consoles. The tool, a collaboration between Spike TV, GameTrailers and Mass Relevance, scans 450 million public posts an hour from Twitter, Facebook, Instagram, Google+ and YouTube in order to assign rankings, updated hourly, to video game products. Rankings are based on sentiment and frequency of mentions, and are published on GameTrailers’ website.


The development and unveil of GDEX is directly tied to the importance of social listening. Buzz monitoring, a social listening strategy, allows companies to uncover key, organic insights through tracking consumers’ opinions posted online regarding products and services. The essential information gathered via buzz monitoring tools allows companies to address product issues, tailor offerings, and identify future opportunities. What sets GDEX apart from other such tools is that through publicly displaying rankings of video game products, gamers can see the direct impact their opinions have, and are thus more inclined to share their thoughts online.


Overall, buzz monitoring tools like GDEX revolutionize marketing research initiatives through facilitating the acquisition of consumer insights, and are superior if they encourage consumer engagement.

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Suggested by Kaitlyn Nicole Bergeron!

How Dominos is Using Customer Feedback and Social Media Outreach to Reinvent Its Brand

How Dominos is Using Customer Feedback and Social Media Outreach to Reinvent Its Brand | Marketing Research |

In 2009, Domino’s faced a social media crisis when two employees posted a YouTube video of them doing unsanitary things to a pizza before being sent out for delivery. The video immediately went viral and the Domino’s brand reputation was damaged. This article discusses the company’s response to this crisis.


To takeoff their recovery, the company launched an online campaign allowing customers to give their unfiltered opinion on Domino’s pizza. Domino’s listened and monitored what customers said on social platforms in order to rebuild their brand image. The company responded by developing a new pizza recipe to replace the current one.


At the time of the pizza makeover, Domino’s had been in business for 50 years and had loyal customers worldwide. When the new pizza was debuted, chances are, Domino’s alienated some loyal customers. To avoid alienation, the company could have used social listening to monitor customers who wanted the old pizza back. They could capitalize on this information by sending out coupons for the old Domino’s pizza, exclusive to customers who vocalize their opinions on social platforms. This tactic would allow Domino’s to maintain a strong relationship with loyal customers during a time of rebranding.  

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Suggested by Amit Kalra!

Digimind Launches Comprehensive Social Media Monitoring Platform

Digimind Launches Comprehensive Social Media Monitoring Platform | Marketing Research |

Digimind Launches Comprehensive Social Media Monitoring Platform. Offers the Only Single Tool for Real-Time Discovery of True Online Presence, Reach and Influence.


Amit Kalra's Insight:


This article presents the new social listening software tool from the social media intelligence company Digimind, Digimind Social. Digimind Social will enable businesses to understand and analyze their social media presence while retaining the ability to directly engage with their online community through the online platform.  The tool allows for real-time data analysis, influencer tracking, and one-click reports all through a comprehensive dashboard.  The platform also combines search engine data, providing a holistic view of a brand’s online presence.


By tracking social media mentions and search engine queries, this tool provides the ability to track the consumer reception of campaigns and product launches in real time, and therefore validates the success of experimental campaigns.


However, this article fails to articulate is the tool’s effect key marketing processes.  For example, marketers’ use of A/B Testing will be taken to another level if they will be able to gauge social media and search engine reactions to certain marketing experiments.  An A/B test’s outcome could be positive sentiment mentions that are now available through Digimind Social.  This tool expands the marketing researcher & manager’s toolkit for finding what works with customers and their online activities.  

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Suggested by Jan-Lucca Sielski!



This article outlines the different ethnography tactics Nissan North America used to get some first-hand information about it’s customer’s truck preferences. The research was conducted to optimally prepare the company for a $60 million launch campaign of the Nissan Titan truck.


In order to make the new campaign a complete success Nissan relied on practical research methods to gather the required information. Therefore, the automaker let a specially assigned research team “went to where the truck guys are” – the staff visited potential customers at home and talked to them about trucks, conducted interviews during out-of-state trips to hunting exhibitions, gun shows, at area Super Cross events and in Montana rivers to gain even more customer insights.


As Nissan’s research objective was to get information about truck owner’s truck preferences to then know how to promote the new Titan optimally, it’s research program exemplarily shows how successful ethnography works: The Company used the new insights and provided it to it’s managers, who finally adjusted the promotion strategy. Thus, new media properties, including hunting and fishing TV programming, as well as ads showing Titans in action were added, because the research revealed that customers mostly focus on the truck’s functionality.

Jess Erhart's curator insight, May 23, 2014 2:37 AM

Back in 2003, Nissan was using ethnographic research to understand their customers

Suggested by Stephan Wu!

Executive Insight with Marty St. George – Think Insights – Google

Executive Insight with Marty St. George – Think Insights – Google | Marketing Research |

In an industry where customers matter above all else, staying competitive translates to the ability to process customers’ feedbacks in real-time. Marty St. George, Senior VP of Marketing and Commercial, discusses how social listening added tremendous value to the company’s mission of “bringing humanity back to air travel”.


JetBlue came through when the company started engaging with their customers on vast social media platforms, humanizing the brand on a one-on-one level. The social monitoring mechanisms that were implemented measured microsites, landing pages, and social hotspots. This allowed management to detect operational and sentimental insights instantaneously. All the social feedbacks gathered are then fed back into the business, making JetBlue more adaptable, more focused, and much faster than its competitors. When it came to crisis management, JetBlue’s strategic focus on efficiency and responsiveness permitted the company to deal with the inherent tension quickly and effectively. Ultimately, the company continues to enhance its customer relationships.


While dominating the airline industry remains a challenge, establishing such a competitive advantage is necessary to ensure future profitability. By embracing social insights, JetBlue has not only dramatically increased its customer satisfaction, but also minimized negative images and associations that may be curated by social media.

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Suggested by Brandon Picken!

Listen Up! Dell Lends Its Ear To Social Media

Listen Up! Dell Lends Its Ear To Social Media | Marketing Research |

This article unveils Dell’s newly acquired listening abilities thanks in part to its new state-of-the-art Social Media Listening Command Centre outside of Austin, Texas. Dell utilizes several social media platforms in order to promote new product/service offerings, but more importantly to gather customer concerns and feedback regarding their existing products so that they can better adhere to customers’ wants and needs. Dell’s Vice President for Social Media, Manish Mehta, explains that keeping in touch with customers has become the core of their business model at Dell.


Mehta explains that the heart of this concept is not located inside the Command Centre. The real innovation is the people who can monitor any user-generated content that concerns their brand. This function allows them to measure customer satisfaction and alter their offerings as best suits customer’s specifications. Dell has conformed to today’s globalized world in that they are able to track tweets in 11 different languages and offer their website in 34. Dell demonstrates an understanding that technological innovation is not the sole sale driver in business today. They acknowledge that building trustful relationships, resolving customer complaints in a timely fashion, and variability is what really sets them apart from other computer manufacturers.  

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Suggested by Ilse van Outersterp!

Social Media Analytics: Sentiment Analysis - Business 2 Community

Social Media Analytics: Sentiment Analysis - Business 2 Community | Marketing Research |

Marketing Research Insight by Ilse van Outersterp

This article discusses sentiment analysis: a social listening tool to evaluate customer statements found across social platforms to determine opinions with respect to a brand. However, one should carefully monitor the two possible problems with sentiment analysis, namely the training and the hearing of the system used. No tool is perfectly able to accurately score sentiment and some are easier to train than others.


However, in my opinion, the advantages weigh out the drawbacks. As the article highlights, by tracking the prevailing opinion of your brand, you could measure the impact of marketing efforts and actions on the brand reputation and attitudes towards new products . According to me, this is significant in today’s social age where customers determine the conversation about a brand. By actively using social listening, a firm will be successfully able to identify potentially harmful conversation and ameliorate the situation by reacting properly before it will have a drastic impact. Additionally, it is extremely valuable in developing a brand reputation strategy and it represent opportunities for high consumer engagement. 


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Suggested by Alia Kuksis!

Learning From a Super Bowl's Social Media Command Center | Social Media Today

Learning From a Super Bowl's Social Media Command Center | Social Media Today | Marketing Research |

In 2012, 68,000 fans filled Lucas Oil Stadium in Indianapolis to watch Super Bowl XLVI. In preparation for this game, the Super Bowl’s host committee together with Raidious, a Marketing and Communications firm, created a Social Media Command Center intended to “enhance the experience” of Super Bowl attendees. Leading up to the event, the Command Center monitored various social media outlets (e.g., Twitter, Facebook) and responded to questions, concerns, and comments. The Command Center was said to be “a vital source for safety and service” and was “about creating a real-time experience for fans”. Essentially the goal was to create a positive perception of SuperBowl XLVI in Indiannapolis and Raidious was able to demonstrate success, as there was a 3.6 to 1 positive to negative sentiment ratio at kickoff (from 50,000 fans).

 Social media has typically been utilized to reach the largest possible audience and promote brand image and sales. The Super Bowl XLVI committee, however, demonstrated that social listening can also be used effectively to enhance experience for individuals attending an event. Consequently, the use of social media may be expanded to company promotional events, government public events, and to the sports and tourism industries. 

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Suggested by Taylor Schenk!

JetBlue - Using Social Listening To Turn The Traveling Blues Into Corporate Green

JetBlue - Using Social Listening To Turn The Traveling Blues Into Corporate Green | Marketing Research |

Taylor Schenk's Insight:

"This interview with Marty St. George, Senior Vice President of Marketing and Commercial at JetBlue, provides great insights on how focusing on social listening has enabled the small, low-cost airline to compete with its largest competitors by using swift problem-solving skills and personal interaction.


Have you ever had to sit through a flight where your Live TV stream wasn’t working or you had to look out a foggy window because of poorly set cabin temperatures? JetBlue aims to make these concerns of the past by closely monitoring online conversations relating to their flights and making rapid adjustments to meet the needs of passengers. The firms overarching goal is to “stay small, as they get big.” By using social media they have been able to stay small or “nimble” as the company grows because of passionate customer loyalty.


Travel firms, not just airlines, should recognize that the travel industry is fundamentally a service business and customers matter above all else. JetBlue’s use of social media to personally interact with customers as well as enable quick, efficient, and creative responses to issues has been a real driver of corporate value and should be used as an example."

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Suggested by Alicia Della Maestra!

How Wendy's uses social listening to make better business decisions

How Wendy's uses social listening to make better business decisions | Marketing Research |

This article discusses how social listening has changed Wendy’s tactics in pleasing and retaining their customers, as well as shifting brand perception. They realized information gained from surveys and phone calls was limited, and decided to take it one step further with social media.

With the ongoing health trend, Wendy’s was struggling with being an alternative in their consumers’ decision making process for a quick and healthy lunch, as it sells many unhealthy items and is known for its fast-food mentality.

Wendy’s then became a first mover and made an app that allowed customers to set their desired calorie intake for their meal, and the app would offer a number of combinations that would fulfill these requests. The app grew organically without the need of advertising. This was after realizing that their competitors had weak apps features, and that most customers wanted to eat at Wendy’s, but wanted to do so without cheating on their diets or feeling guilty

Wendy’s is a perfect example of how something as simple as social listening and more in depth analysis can change brand perception as well as customer retention. They are currently expanding their app to further satisfy their customers. 

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Suggested by Patricia Pardo!

How mature are social media listening tools?

This article describes the importance of the human component when analyzing data collected from social listening media tools, due to the fact that through these tools, information moves really fast and can damage an enterprise in a matter of hours.

As Jason Bartlett from “Xerox corp” points out, “the biggest challenge with listening (tools) is to sift what really matters”, therefore they came up with the idea of creating a  software that analyzes the data of the weekly conversations of social networks and enables them to interpret not only the quantitative data, but also the qualitative one, concerning the content itself.

Having the opportunity to manage these tools, gives enterprises the advantage of, not only communicating with their customers, but satisfying their needs. This would be reflected in a guaranteed improvement within the brand reputation. Although we live in the era of technological advances (2.0), I would say that human component is still a key issue concerning the interpretation of data, meaning that yet software does not work like human brain, which can understand the feelings and emotions of customers.

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Suggested by Tina Asgharzadeh!

How Google Glass will revolutionize Digital Ethnography

How Google Glass will revolutionize Digital Ethnography | Marketing Research |

Tina Asgharzadeh’s insight:


We have all seen the first generation of Google Glass. The world’s first wearable technology that can perch a display in your filed of vision, take pictures and videos, share data instantly, access documents, connect to your mobile device for text messages, emails, phone calls etc.


This new revolutionary technology will take Digital Ethnography to the next level. Its hands-free feature allows the users to record and naturally capture their experiences with no limitations. It is discreet, which makes it easy to record any away-from-home activity. It mainly keeps the researcher and the respondent connected verbally and visually in real time. Therefore, creating a rich presentation of data.   


Today digital ethnography allows researchers to gather valuable qualitative data. With this new tool the time invested in gathering the data will be substantially reduced and invested in analyzing the vast amount of information. Even though today this technology is only in the hands of a few early adopters, it will soon be used by almost everyone. Therefore, it is important for researchers to think ahead on how to filter and interpret information into valuable insight using Google Glass. 

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Suggested by James Jun!

Networking for networking: how Cisco uses social media marketing

Networking for networking: how Cisco uses social media marketing | Marketing Research |

This article details Cisco’s Social Media Marketing platform and more specifically its recent launch of the Social Media Learning Center at its global headquarters. The purpose of this center is to maximize the firm’s investment in Social Media marketing by observing and analyzing the ongoing interactions amongst the firm, its customers and employees.


Monitoring over 5000 daily social mentions across all social media platforms, Cisco works to not only listen to what’s being said about the firm online, but also to hear and respond to questions and issues in a relevant fashion.  This approach to social listening differentiates itself from that of the competitors due to its strategic nature. 


Cisco recently hired Nucleus Research to find out that this approach achieved a 281% ROI over a 5 month period which equals to an annual cost benefit of $1.5B. This points to the fact that social listening is in fact a measurable marketing activity. Its benefits include the avoidance of marketing and customer service costs, and increased staff productivity. Perhaps another area for value measurement could be customer satisfaction; and with efficient customer service via social media platforms, it may even become the norm over the traditional telephone customer service.

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Suggested by Natsima Phurkwattanakul!

Gillette won over Indian shavers after totally missing the mark

Gillette won over Indian shavers after totally missing the mark | Marketing Research |

This article details how Gillette uses ethnography to access consumer insight to develop a new razor for India people, who have different culture and lifestyle from its current customers.


Gillette first launched its Vector razor in 2002 but was not successful. By testing the product on Indian students at Massachusetts Institute of Technology in Boston, where the company is located, instead of making a trip to India, Gillette failed to gain consumer insight.


Later in 2008, the company carried on ethnography by bringing people from the US headquarter to India for three weeks. They visited Indian residents, talked, observed and spent time with them. After careful study, the company gained the insight and learned how they shave. Indian people shave without electricity, running water and mirror. They also prefer not to cut themselves rather than having close shave as in the U.S. With this knowledge, the firm developed a new razor making it easier to use under these condition. Additionally, most components of the razor must be cut so that Gillette can sell at low price.


This highlights that fact that gaining consumer insight is necessary for the firm to sell certain product to the right customer under specific circumstances.

Jessica Fv's curator insight, January 24, 2014 1:50 PM

Gillette qui s'adapte au marché indien

Suggested by Laura Chau!

American Red Cross Digital Operations Center

 This article details the first-ever Digital Operations Center (the DigiDOC) devoted to humanitarian relief efforts at the American Red Cross (ARC), which provides a holistic view of all public conversation about any given emergency. The DigiDOC uses text analytics to identify and aggregate public comments and posts on various social mediums, to turn relevant data into actionable data and facilitate real-time responses.


Further information regarding the types of visualizations the DigiDOC displays (Heat Map, Community, Universe, and Conversation Dashboard) can be found at Overall, these have improved the ARC’s ability to source data and identify trends in disaster-affected areas, better anticipate and respond to disaster needs, and help connect people to the necessary resources during emergencies. Therefore, these changes have enabled greater efficiency and enhanced legitimacy for their humanitarian services, as well as increased overall public engagement.


However, with many people having the power to publicly broadcast real-time information, there is a risk of false reports—particularly for disaster relief organizations. As the magnitude of similar needs will determine the response to deploy, this example emphasizes the importance for organizations to develop a protocol to filter the “cries for help” from the “cries of wolf”.

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Suggested by Anna Gruberova!

How IKEA Leveraged The Art Of Listening To Global Dominance

How IKEA Leveraged The Art Of Listening To Global Dominance | Marketing Research |

This article describes how and why the US division of IKEA uses social listening. IKEA is European company and therefore their products are designed to satisfy the needs of the European customer. But American customers have different needs and therefore IKEA must understand these and design its furniture accordingly. IKEA is now considered to be mainly a store for young people, but they want to attract other customers and enlarge their market share. To achieve their goals they use social listening.

They gather feedback from their employees, visit their homes and ask people about their dreams and way of living. Thanks to this strategy, they have identified that American customers want more services and how their furniture should look like. For example, Europeans prefer smaller beds but Americans like king-size beds.

The main thing to realize is that just because a product is successful in one country it does not mean that it will be successful in different country. In international business is even more important to listen to your customers and design your products to satisfy their needs.

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