Posts Tagged Research

What is Marketing?

Posted by on Sunday, 29 September, 2013

Here’s another quick thing that caught my eye while working on some larger posts.

In an interview with David Meerman Scott, he said:

There are four main ways to generate attention:

  • You can BUY attention (this is called advertising)
  • You can BEG for attention (this is called Public Relations)
  • You can BUG people one at a time to get attention (this is called sales)
  • You can EARN attention online by creating great information that your buyers want to consume such as YouTube videos, blogs, Twitter feeds, photographs, charts, graphs, and ebooks—and it is all free

So, what is marketing? It isn’t listed in David’s list, even though each of the items looking like they’re marketing.

They are all marketing. Including the last point, social media is public relations.

Marketing is the research that helps you decide the products or services to produce. It’s the customer identification and segmenting. It’s even the delivery process, and sentiment that comes after the purchase.

I think marketing’s depth gets forgotten with all the new tactics and focus areas we now have. But without understanding audience, and research, and how it all comes together, your social media or public relations won’t be as effective.

Next time someone asks, what is marketing? It’s all of the above.

For those curious about the larger posts I’m working on, they are:

The Impossible Post – Trying to categorize social media platforms

Posted by on Monday, 3 June, 2013

Social Media Audiences Research TableThis post could just as easily been called, “A blog post that takes three minutes to read takes three hours to write.”

This is about yesterday’s post. In summary, it tells how you can’t match social media platforms directly to audiences. If you haven’t read it, check it out.

I started researching and writing that post in March and spent lots of hours on it before posting. It changed focus three times and most of the research was discarded.

I tried matching each platform with a typical user profile. Something like, 30-40 year old mother, college educated, middle income = Pinterest. That one is reasonably accurate, but can’t be done for the other platforms. The platforms are all too general, and different people use them for different purposes.

Lots of stats were collated in the process and it would be a shame not to share. So here’s the base table.

Facebook Twitter Pinterest Tumblr Instagram Google+ LinkedIn
Active Members / Total Members > 1 billion / not disclosed 140 million / 500 million Unknown 108 million blogs Unknown / 80 million+ Unknown / 400 million Unknown / 200 million
Age 18-24 (33%) 25-34 (23%) 23-34 (30%) Under 25 Unknown Unknown 35-44 (26%)
Gender Female (57%) Female (55%) Female (80%) Unknown Unknown Male (68%) – 2011 data Male (65%)
Life Stage Unknown Has kids (55%) Settled, family (50% have kids), buying house late teens/ young adult Unknown Single (42% versus 27% married); Student (20%) Unknown
Education Unknown No college (49%) Unknown Unknown Unknown Unknown College (50%)

Lots of the gaps come from generalized data not being released by the companies (ahem, facebook), or the data available being out-of-date or inconclusive. The Pew Research Center does some great work polling users to see their usage. Their research is limited by how they conduct the polls (via telephone), the rules governing polling minors (they decided not to, which skews away from Tumblr), and the size of their sample. For an international study, I don’t feel it can be statistically significant.

Other stats may be out there, but after several fruitless hours I gave up.

References used include:
Wikipedia: Tumblr
The Huffington Post: 100 Fascinating Social Media Statistics and Figures from 2012
facebook: Media Room – Key Facts
Linked In Facts and Figures (Infographic)
Pinteresting Enough: Who Uses Pinterest (Infographic)

Thank you to Matt Forsyth, Nicole Gary and Neil Parekh  for your help choosing which platforms and how to position the research.

PS, sorry for the silly-looking table. The site redesign is close and will make it look better.

When to break the rules of research

Posted by on Sunday, 15 July, 2012

My lecturers would tear up my degrees if they saw the research project I’m doing with IABC/Seattle.

There was no written literature review, no demographic questions in the survey, and only two survey questions. It is the most successful research I have done.

The two questions ask what the chapter most wants to know from the members: which services do they like most, and which they could do without.

While this initially appears too simplistic, it’s supported by 16 hours and 50mb of data analysis. One of the aims was to get honest answers from the 150 local members. We decided we could only get that with total anonymity and having a small population means demographics would link responses with members. plus, the 50mb of data gave us a strong member profile.

So the survey is short to fit with our members’ limited time and so far the response rate exceeds my expectations.

As a bonus, Whitney Keys of Seattle PI agrees with keeping it simple. Thanks for your support, Whitney.

Surveys and Perceptions…

Posted by on Tuesday, 7 October, 2008

Chris complained recently that I hadn’t written a new post. So, here’s a new post and why it has been so long in the making.We are now in the final stages of the RMIT Grad Dip (PR) research into 25-34 year old’s perceptions of government drug and alcohol campaigns. The final stage is a short survey (yes short: only 10 questions) that give all of you the chance to have your say. So, if you are between 25-34 please click the link below and spend the next few minutes telling us your perceptions of government drug and alcohol campaigns. if you are outside this age range, please forward this on to people who are. Hey, why not, everyone can forward it to people they think will be interested in helping the study.If you have any questions or comments, please email me.Thanks in advance for all your help,Bianca