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November 2 nd 2013 Caseware –St Laurent

G aining Insight into New Markets: How to use Social Media for Market Research ProductCamp Ottawa. November 2 nd 2013 Caseware –St Laurent. Gaining Insight Into New Markets: How to Use Social Media for Market Research.

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November 2 nd 2013 Caseware –St Laurent

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  1. Gaining Insight into New Markets: How to use Social Media for Market Research ProductCamp Ottawa November 2nd 2013 Caseware –St Laurent

  2. Gaining Insight Into New Markets: How to Use Social Media for Market Research • Do you need to learn more about a new market? This session will cover how to use social media to make discoveries about the market you are evaluating. • We’ll talk about how you can gain insight into the burning issues, who the key players are, what events prospects are attending and which publications are relevant. • We'll also discuss how to find and connect with influencers and build a following so that you have established a community if and when you are ready to launch. • We’ll use a small B2B software company as a case study and start with Twitter, covering tips and best practices. • Then we’ll lead a discussion about LinkedIn, Facebook, and other social media platforms. Which ones have you found to be most effective to further your market research goals?

  3. Case Study: STaCS DNA • Small software company • Customers: forensic DNA labs – FBI, RCMP, US Army, large state labs • Markets: • Forensics • Healthcare / Personalized Medicine • Goals • Gain experience using social media • Learn about markets • Influencers – people, organizations, publications, blogs • Industry associations • Competition • Events • News • Trends, issues • Channels • Build community

  4. Getting Started • Cover basics first: How do you want to be perceived? • Branding, messaging, website • Value proposition in 140 characters • Who should you follow? • Online research • “Who to follow” • Follow the followers • Search terms • Competition • What you get • Breaking news • Opinions • Conferences – presenters, exhibitors, competitors, attendees, content – follow the # • Publications, blogs, webinars • Wealth of Too much information

  5. Tweeting & Tracking • What to tweet? • Nothing at first • News, promotions • Retweet • Comment, conversations • Live tweet events – use event # • Tweet-ups – guests, Q&A • Tools • RSS feed • Hootsuite • Link-shortener – bit.ly • Track metrics • Hootsuite, tools, spreadsheet • Following  followers

  6. Best Practices • Your tweets • 10:1 news-to-promotion ratio • Real-time • Short – 130 characters • Engaging • Sentences • Keep it up – 3+ tweets/day • Photos, video • Use hashtags • Interacting • Don’t be an egg • @replies, mentions • Welcome new followers • Promote your Twitter handle

  7. Let’s Talk • What market research tips do you have for using Twitter? • LinkedIn? • Facebook? • Your blog? • Others?

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