Monday 28 March 2011
Sunday 27 March 2011
Thursday 24 March 2011
P&G Research Boss Sees Surveys in Retreat
Survey research will decline dramatically in importance by 2020, with social media listening replacing much of it and adding new dimensions, according to Procter & Gamble research head Joan Lewis, speaking at the ARF conference today.
P&G is one of the world's biggest research buyers and Lewis’ comments carry corresponding weight with many audiences. The consumer giant’s Global Consumer and Market Knowledge Officer was speaking at a panel discussion entitled How Market Research Must Change.
Researchers need to get away from treating methodologies - including survey research itself - like ‘ideologies’, said Lewis, and from the ‘almost dogmatic belief that representation is everything’. She also believes that the rise of social media is changing consumer behavior and expectations, with a knock-on effect on research. ‘The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research’.
However, survey research will of course continue to be a major area of spend for P&G for some time to come, and standards need to be maintained. According to Lewis: ‘When we're doing it, we need to do it well. It's really been easy for people to take the idea that the world is changing as an excuse to do really poor work. And there's no excuse.’
The Conference celebrates ARF’s 75th anniversary and has been well attended - the delegate total of 1,200 is 30% up on 2010.
Web site: www.thearf.org .
P&G is one of the world's biggest research buyers and Lewis’ comments carry corresponding weight with many audiences. The consumer giant’s Global Consumer and Market Knowledge Officer was speaking at a panel discussion entitled How Market Research Must Change.
Researchers need to get away from treating methodologies - including survey research itself - like ‘ideologies’, said Lewis, and from the ‘almost dogmatic belief that representation is everything’. She also believes that the rise of social media is changing consumer behavior and expectations, with a knock-on effect on research. ‘The more people see two-way engagement and being able to interact with people all over the world, I think the less they want to be involved in structured research’.
However, survey research will of course continue to be a major area of spend for P&G for some time to come, and standards need to be maintained. According to Lewis: ‘When we're doing it, we need to do it well. It's really been easy for people to take the idea that the world is changing as an excuse to do really poor work. And there's no excuse.’
The Conference celebrates ARF’s 75th anniversary and has been well attended - the delegate total of 1,200 is 30% up on 2010.
Web site: www.thearf.org .
Tuesday 22 March 2011
The World’s 20 Most Popular Facebook Pages
Written by jeffbullas - 12 Comments and 80 Reactions
Categories: Facebook, Social Media
Categories: Facebook, Social Media
Facebook’s strengthening grip and integration with popular culture is very evident as you go through this list of the world’s top 20 most popular Facebook pages and realize between them they have over 315 million fans.
That culture reflects our movie, TV shows and music tastes including Michael Jackson, Eminem, Lady Gaga, the Twilight Saga, The Family Guy and even Justin Bieber.
Two corporate brands made it into the top 20 with the worlds most popular soda drink (Coca Cola) and the ever growing coffee culture that has spread globally over the last 20 years made its presence felt with Starbucks coming in at No. 10.
What you will notice also is that they are all B2C brands which is where the the primary strength of social media marketing truly lies and especially Facebook.
The other surprising revelation is that the company behind some of the world’s popular social media games over the last 12 months Zygna has two Facebook pages in the top 20 with Texas Hold’em Poker at No. 1 and Mafia Wars at No. 19.
Sports only presence in this Top 20 list is the Football Star, Cristiano Ronaldo who sneeks in at No. 20.
One surprise was YouTube but maybe that should be expected with online video such a large part of the Gen Y culture and one of the most highly shared media types.
This list also reveals that social media marketing success is becoming more integrated with traditional Mass media marketing that allows brands to permeate and leverage on the web using multiple media channels.
To put some perspective on this list, not one of these pages in the top 20 has any less than 13 million fans.
Read the full article by Jeff Bullas here http://t.co/HPaJrZ6
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