2. AGENDA
Talking at Two Way Future - What’s
Research Case Study
People Conversations next?

3. TALKING AT PEOPLE
The beginning of Social Media: 1996-2006
 MySpace, GeoCities, Tripod, etc.

4. TALKING AT PEOPLE
One-way conversation
 Write to people
 Write about something
 Didn’t get a message back
 Very one sided

5. TWO WAY CONVERSATION
Conversations Start to Happen: 2006-2010
 Facebook, Twitter

6. TWO WAY CONVERSATION
 Consumers and Brands
talking to each other
 FEMA- do not use cell
phones to tell people you
are okay, use twitter,
Facebook, etc.
 Talk to your senator on
Facebook, twitter, etc.

7. RESEARCH
Social Media is used for Research: 2010-present
 Twellow, Angie’s lists, yelp

8. RESEARCH
Consumers: use social media to do research by
asking other consumers what products to buy
 Anything from a Car/house purchase to pet
groomers, restaurants, clothing stores, etc.

9. RESEARCH
Brands: Use social media to find out what their
target audience is talking about
 Research on age, demographics, income, etc.
 We believe this information is accurate:
 People don’t know they are being watched with social
media
 Huge amount of information and samplings, speed

10. FUTURE
Looking forward with the information we
have to what might happen next…
 Presidential Elections: based on social
media discussions might more accurately
predict then polls
 Global Warming: predict weather
patterns based on social media keywords
 Ex: early plants, rain, etc.

11. FUTURE
Unemployment: predict rate
in future based on what
people say on social media
 Ex: laid off, unemployed, etc.
Flu outbreak: predict flu
outbreak based on social
media posts
 Ex: sniffles, stomach ache, etc.

13. CUSTOMER RESEARCH: DEFINES THE MARKET
Driving Park Penetration Rate By Age
60%
50%
40%
30%
20%
10%
0%
1-4 5-9 10- 15- 18- 21- 25- 35- 45- 50- 55- 60- 65- 75-
14 17 20 24 34 44 49 54 59 64 74 84
Cardholder Database Research
 20,745 residents live within a 1-mile radius of the branch
 7,396 cardholders live within a 1-mile radius of the branch
 Branch has a market penetration rate of 36%
 Penetration rates varied from 20% to 53%

14. CUSTOMER RESEARCH: DEFINES THE MARKET
Claritas PRIZM Clusters
 Standard-setting target marketing since 1973
 Lifestyle and behavior precision segmentation
 Combines demographic, consumer behavior, geographic information to
target customers

15. CUSTOMER RESEARCH: DEFINES THE MARKET

16. CUSTOMER RESEARCH: DEFINES THE MARKET

17. CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value Message
Ready to Read Corps
At-Risk Literacy

18. CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value Message
Job Help Centers
50,000 in 2011

19. CUSTOMER RESEARCH: DRIVES YOUR BRAND
Value Message
Transformational Agency
Changing Lives

20. CUSTOMER RESEARCH: CHANGE BEHAVIORS

21. CUSTOMER RESEARCH: CHANGE BEHAVIORS

22. CUSTOMER RESEARCH: CHANGE BEHAVIORS
• Increase usage
Strategy for • Target users in the sweet spot
Occasional • Develop tools
Users: • Define what behaviors we want
to specifically drive and measure

23. CUSTOMER RESEARCH: CHANGE BEHAVIORS

24. CUSTOMER RESEARCH: CHANGE BEHAVIORS

25. CUSTOMER RESEARCH: CHANGE BEHAVIORS

26. CUSTOMER RESEARCH: MEASURE IMPACT
• Development of business
Outputs to plans
Outcomes • Enhanced research studies
• Goals for the web

27. CUSTOMER RESEARCH: MEASURE IMPACT
Business Plan Goals
What’s our outcome
What is success
How do we measure it
Sunset Plans based on
measurement
Repeatable practice
“This changes everything.”

28. CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
 The Ohio State University
Summer Reading Club study

29. CUSTOMER RESEARCH: MEASURE IMPACT
Enhanced Research Studies
 The Ohio State University
Summer Reading Club study

30. CUSTOMER RESEARCH: MEASURE IMPACT
7 Years in the Waiting!
 Set goals for key website pages
 Integrate all channels
 Minute-by-minute measurement

31. QUESTIONS