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 SOCIAL NETWORK & COMMUNITY BASED RESEARCH

Marketing and research on-line, social networks and other web communities

Workshop overview

Understanding the implications of the latest developments in social networking , grass roots web communities and branded community development is essential for driving and even surviving the transformation of marketing practice. As researchers, we need to understand and practice measurement and tracking of this phenomena and fit web 2.0 instruments into the total marketing mix.
This session will bring you up to date without using the tech mumbo jumbo It will give you the tools to diagnose, measure and evaluate web 2.0 marketing initiatives in general and social networks and communities in particular.

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.