I am re-vamping my social media for market researchers. Most of the courses I have run over the last few years have been for industry organisations, but more recently I have been running more in-house training.
Here is my new outline and I would really appreciate people's views on whether it covers the key topics.
Tools and Techniques for Market Researchers
An overview of social media
A quick tour of the changing landscape, from blogging to YouTube, from social networks to foursquare, from Twitter to wikis.
Exploring the web at the human scale, understanding the difference between observation and participant observation, and an introduction to netiquette and ethics.
This session looks at using web tools, from alerts to webscraping, from searching to mining the discourse that is happening on the web. The session looks at free and commercial tools and highlights cases where mining and monitoring work, and cases where they don’t.
One of the fastest growing areas of market research, are small scale communities created to facilitate market research. The ‘magic’ of MROCs is that they allow conversations between customers to be engendered on topics that marketers need to investigate.
Community panels are the increasingly sophisticated successors to the traditional in-house panel. Community panels typically have 5,000 to 20,000 members (but can be much larger). These panels used sophisticated software from the likes of Vovici and GlobalPark. Community panels can be used to field quantitative studies, the software is designed to run the panel along community lines, and online tools such as MROCs and blogs can be facilitated.
The terms ME-Research and WE-Research were introduced in 2009 by Mark Earls and John Kearon. WE-Research refers to the increasingly common practice of enlisting participants as co-creators of the research. Amongst the techniques covered are the use of mobiles to facilitate life-caching, participant blogs, and auto-ethnography.
Social media is superficially very attractive as a sample source for market research, both qualitative and quantitative, however, the practice turns out to be more difficult than the theory. This section covers adverts, services such as PeanutLabs, and the use of fan pages.
Social media has opened up a wide range of exciting options for market researchers to network, to access resources, and to spread their message. The potential down-side is the amount of time required to stay on top of Twitter, LinkedIn, YouTube, and the latest iPhone app. This section aims to cover in one hour the key tools and techniques that deliver 80% of the benefits for 20% of the work.
Well, that is the current outline. If you were receiving a one day workshop, what would you like to add, remove, or amend? If you were giving a workshop, what would you be stressing?