Listening to the Consumer: Is Social Media the New Market Research? Hosted by R/GA

Event Description:

Consumer behavior has significantly changed over the past five years. Technological tools, primarily on the social web and on mobile phones, have given consumers more power in becoming a partner in creating the brand narrative than ever before. It no longer matters what you tell consumers your product can do; it matters what their peers say that it can.

Social media as a listening and market research tool is becoming increasingly critical to how businesses operate—brands must understand the conversation, desires, and needs of their audience before they can effectively connect with them through social mediums. Platforms such as Facebook and Twitter allow the consumer to voice his or her point of view and showcase real-time commentary, usage, and general feedback—which can be vital for gaining insight into how consumers use and interact with your product. Because of this, social media can serve as a partner and collaborator in redefining the brand and its products and services.

This session will examine the importance of listening as a means for tapping into the naturally occurring conversations and behavioral signals in social media. Join one of R/GA’s social media strategists to explore what this interaction looks like. We’ll also touch upon how brands can use listening to:

1) Discover new customers
2) Develop new products
3) Give the consumer a voice
4) Take brand pulse
5) Understand shifts in consumer perspectives

Speakers:

• Lynne d Johnson, Senior Social Media Strategist, Mobile & Social Platforms, R/GA