Programme

Morning

Information

• Latest developments (everything that becomes relevant in the weeks before the workshop…)
• Community building (opt-in/on invitation only/open communities, do’s & don’ts)
• Social Networking  (most used/ features(photo/video uploads etc) /segments)
• Virtual Worlds (2nd life/habbo/taatu… WOW (world of warcraft))
• Gaming (online- insite – in game advertising)
• Viral Marketing (success stories/ disaster stories)
• E-commerce (the big ones – the beautiful ones/ shops- marketplaces)

Insights

• Web tools (what people do on the net)
• Web marketing tools (how to reach people that do stuff on the net)
• Web research tools (how to diagnose & measure what companies do to reach people that do stuff on the net)

Afternoon

Implementation

• Learn to use search tools
• Learn to use measurement tools
• Devise a web 2.0 research plan for your business
• Scan the market research offer.
• Brief an agency
• Interpretation of web research outcomes.
• Plenary sharing of insights/implementation experiences & plans
  

Web 2.0 research & beyond

All you wanted to know about web 2.0 and... all you didn't know you wanted to know

Workshop overview

Keeping track of the technological developments on the web is paramount in today’s fast changing technological world. Understanding the implications for marketing is the next step. As a researcher, you need to take a step further by understanding and practicing measurement and tracking to fit the total marketing mix. 

This session will update you on all 3 steps without using the tech mumbo jumbo.  It will interactively transfer the necessary insights and cases to see the implications of web 2.0 for marketing in general and it will give the tools to diagnose, measure and evaluate web 2.0 marketing initiatives.

You can expect to:

• Know what is currently available within web 2.0 and learn how to keep track of new developments.
• Gain the knowledge, tools and vocabulary to advocate web 2.0 and research in your current working environment.
• Have the tools to commission web 2.0 research and evaluate the current web 2.0 research offer.
• Learn to present Web 2.0 research outcomes.
• Understand how web 2.0 research results impact web marketing.

Level
Intermediate

This session is a practical application of Web 2.0 within market research. It does not look at the ‘nuts and bolts’ of web 2.0 technology.

Workshop leaders

Drs. Philip de Wulf
Managing Fellow, Lead Strategist @ Psilogy, Belgium

Niels Schillewaert
Managing Partner, InSites Consulting, Belgium

ESOMAR reserves the right to alter or cancel, without prior notice, any of the arrangements relating directly or indirectly to a workshop, for any circumstances beyond ESOMAR’s reasonable control. ESOMAR will nor accept liability for any losses and/or damages participants may suffer on account of alteration or cancellation. Participants are advised to arrange adequate travel and health insurance.