Posts by Ben Sigerson
Customers are normally the best sources of product and marketing ideas*, and social media are perfect for harvesting those ideas, every day. In fact, one Converseon client recently used our social media research to dramatically improve campaign performance, simply by understanding how customers wished they could use the product.
Simply stated, they recognized a trend in real — and imagined — product usage, then tailored their marketing messages to fit customer beliefs and needs, in real time.
For example, see the following chart, which summarizes disguised conversation data pertaining to a technology server product shortly after its release to market:
At product launch, the server’s manufacturer promoted the server’s superior performance in business applications, such as retail analytics and cloud computing. During the campaign, our research found that customers were attracted to the server’s role in cloud computing, but expressed less interest in retail analytical applications. Instead, many conversations focused on the server’s reliability in data protection.
Recognizing the conversational trend, the brand adapted its marketing messages with significant improvement in the performance of the campaign.
In addition to improving campaign performance, social media research has helped brands understand how product applications evolve over time, as input into product development.
Learn how to use social media research to improve campaign performance or generate new insights for product development.
* “Re-invention”, as coined by social scientist Everett M. Rogers in his book, Diffusion of Innovations.