What stage is your social effort at?
Other companies are active in social media.
Where does it fit for your company?
Everybody says “begin with research”
Exactly what does that mean?
An effective research plan
Begin with the end in mind.
Rather than being data centric, begin your research plan with a clear picture of what the output needs to look like and what it needs to support. In turn, that will tell you what types of information will be needed to feed that output.
Armed with a clear picture of the quantity and nature of the information needed, design a data gathering process which will provide your company with the data to fuel the analysis and mapping process needed.
Deciding the key focus areas
Getting a complete handle on the landscape.
Our perspective is built on experience in client situations across industries. What did it take for clients (and us as their partners) to build the critical perspective needed -- a focused understanding of three key areas:
  • Competitive and feature landscape
  • Industry wide messaging dimensions
  • Social landscape
Defining how much data is needed
Think like a CEO, not a researcher
Your decision about how much data to gather is largely a need driven decision:
  • How many companies will give you a broad enough picture of your competitive landscape
  • How many companies can provide a broad enough perpective on the messaging dimensions of your industry
  • Will you get a clear picture of your social opportunity from looking at X# of social properties relevant to your space.
The practical value of mapping
Mapping makes research actionable.
There are many ways to deliver research -- detailed research reports are often heavy on text and statistics. Other times, researchers effectively use visuals and graphs to drive home key points.
For marketing decision making, the key lies in the acquisition of perspective. Perspective relies on the ability to see large amounts of data together in concise representations. Where secondary and tertiary understanding and insights create a superior ability to make strong rapid decisions.
Designing the output layer
Mastering situational reporting.
Through many years of experience, AftertheNet has distilled research down to three key levels:
  • Gathering -- maximizing access to key data
  • Categorizing -- taking data from across all sources and putting it into bucket of related information -- feeding the analysis process
  • Output -- laser focus on situations in which research will be used and then design reports and visuals that specifically feed that usage scenario.
Transforming research for decision making
Answering key questions and nothing more.
The most powerful research delivers information in ways that facilitate critical decision making. When research is done to support decision making around social programs, the most critical step is anticipating the questions that need to be answered along the way to key decisions.
As experts in tactical research, AftertheNet has particular expertise in avoiding data centricity, and keeping research as a valued servant in social program decision making.
Not just about Yes or No
Creating a strong commitment company-wide
Building a goal oriented specific plan.
One that your CEO can summarize too.
Foresight beyond ideas to...
Ensuring all the key pieces are in place
Not just getting off the ground.
But getting up to speed as fast as possible.
Maintain efficiency and momentum.
Consistently aligning to the core plan.
You defined your company's social goals.
Now it's time to measure against them.