Market research will never be the same. Gone are the days of expensive focus groups. The social web is a gathering place for people from all walks of life who are passionately sharing their likes and dislikes about products and services. Companies are realizing that they can use a social media monitoring tool to review and mine the data in order to uncover this wealth of information. It can then be used it to create and refine products that suit consumers wants and needs.

I’m excited to share the 8th whitepaper in my series on use cases of social media monitoring.

Creating Products They Want: Consumer Driven Innovation via Social Media Monitoring (download it here)

The whitepaper outlines how a social media monitoring tool can augment product development and the ROI that can be realized in the following ways:

• Reduce traditional market research costs
• Shorten the product development cycle
• Post-production feedback
• Identify influencers and advocates
• Discover new markets

The paper also includes my personal experience of Microsoft directly connecting with me via my blog and the resulting interaction. I was able to provide feedback to a Microsoft product! I was also involved with Dell’s Customer Advisory Panel.

Brands ARE listening and gathering feedback which in turn is being integrated into their products. In turn they are creating advocates and building word of mouth.

How can you harness that power and create customer driven products?

The Let’s Talk series of whitepaper also includes the following topics:

• A New Paradigm for PR Measurement: the ROI of Using a Social Media Monitoring Tool
• Five Steps to an Integrated Social Media Campaign
• Defining a Social Media Strategy: Breathing new life into Corporate Marketing content and collateral
• First Priority for a Social Media Strategy: A Brand Audit using a Social Media Monitoring Tool
• Customers in Control: The ROI of Listening to your Customers’ Needs
• 7 Ways to Increase the ROI of your Lead Gen Efforts with Social Media Monitoring
• 4 Ways to Take your Search Marketing to a New Level with Social Media Monitoring
  

About Connie Bensen

Connie Bensen has written 27 post in this blog.

Connie Bensen is the Director of Social Media and Community Strategy at Alterian. She has authored a series of ten white papers on the ROI of Social Media. Forbes.com recognized her blog, Community Strategist, as one of the top 20 best marketing and social media blogs by women. 451 Marketing has noted her as one of the top social media strategists to watch in 2011, and she was a 2009 Fellow of the Society for New Communications Research.

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