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5 ways innovative brands leverage social data insights (1)
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Transcript of 5 ways innovative brands leverage social data insights (1)
5 Ways Innovative Brands Leverage Social Data Insights
December 9, 2014
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Agenda
1. Introduction
2. 5 Ways Innovative Brands Leverage Social Data Insights
3. Q and A / Wrap Up
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
Our Speakers
Caitlin Jamali – Lead Research AnalystCaitlin leads a research team that supports a large multinational financial services brand. Her background is in market research, specializing in brand health, media effectiveness and consumer insights.
Michelle Vangel – VP ResearchMichelle enjoys helping clients solve business problems and inform strategy with insights from social data. She
leads a talented team of researchers who build narratives with social data using proven methodologies
and data frameworks.
Copyright ©2014 Visible Technologies, Inc. All rights reserved.4
Big Data Needs Big Thinking
5 Ways Innovative Brands Leverage Social Data Insights
Copyright ©2014 Visible Technologies, Inc. All rights reserved.5
1. Use Metrics/KPIs as a FoundationApplying Structure to Unstructured Data
• A foundational framework for analysis serves as a consistent data set for gauging shifts over time in core KPIs
• Foundational quantitative data views can point to areas of interest for deep dives into segmentations or particular hot topics, emerging themes, or business questions
Copyright ©2014 Visible Technologies, Inc. All rights reserved.6
Scorecards with cross-tabs add depthSentiment and share shouldn’t be your only focus
Copyright ©2014 Visible Technologies, Inc. All rights reserved.7
CONTENT UNIVERSE
The flexibility of layering pre-made and custom filters against the content universe
is what leads to extracting focused Insights
Sentiment• Positive• Neutral• Negative
Branded & Unbranded Content Across Channels and Content Sources
Dat
a Fi
lte
rs Media Channel
• News• Blogs• Forums• Facebook• Twitter• Surveys
Purchase Driver• Cost• Ease of Use• Path to Purchase• Quality
Audiences• Students• Commuters• Retirees• Employees• Tourist
Behavior• Ask a question• Referral• Switching• Detractor
OTHER• Themes• Influencers• Issues
Product Type• Mobile phone• Laptop• Tablet• E-reader
2. Layer Segmentations For ContextSample data framework
Copyright ©2014 Visible Technologies, Inc. All rights reserved.8
The addition of organic, online consumer conversation provides candid descriptions of
an individual’s purchase path and unbiased opinions, delivers in-depth insight into
why consumer opinions shift and can fill in the missing pieces to the puzzle.
. Social insights narrow the gap
WHAT PEOPLE DO
It’s more than what people say…Social can also tell us what people think and what they do
Copyright ©2014 Visible Technologies, Inc. All rights reserved.9
What people say is important…What they think and what they ultimately do is key
“Bye-Bye free checked bags…JetBlue announced it will cut legroom and begin charging fees for checked bags…”December 1, 2014CTNNow.com
“’JetBlue will no longer offer ‘Free First Checked Bag’. Boo. I fly JetBlue for the extra legroom. I will strictly be flying Southwest or Virgin now!”December 3, 2014Lipstickalley.com
“’JetBlue will charge for bags’…I don’t mind this. I usually have the best service on their planes with their staff…”December 2, 2014Facebook.com
say. think. do.
Copyright ©2014 Visible Technologies, Inc. All rights reserved.10
• Brand health attributes
• Decision journey
• Audience segmentations
• Behavioral segments
• Media Channels
• Product categories
• Reputation drivers
• Life stages
Sample segmentationsCustomized to each client’s needs
• Passions
• Purchase funnel
• Mindsets /Affinities
• Seasons
• Holidays
• Attitudinal segments
• Purchase drivers
• Advertising spots
• Patient journey
Copyright ©2014 Visible Technologies, Inc. All rights reserved.11
3. Use ad hocs, benchmarks and deep dives to supplement foundational analysisDrill down into business questions that surface
Copyright ©2014 Visible Technologies, Inc. All rights reserved.12
Traditional survey-based trackers allow a consistent framework to monitor brand health…
Positive
Neutral
Negative
Over a 20 week period
…while online listening provides a means to observe how brands are being talked about in an unfiltered environment
When paired together, this ‘unfiltered’ consumer voice uncovers emerging issues not ‘asked’ about in survey research, and can also serve as a diagnostic tool bringing in an additional layer of depth.
4. Use social to augment/supplement other research modalitiesSocial can fill the gaps and inform strategy
Copyright ©2014 Visible Technologies, Inc. All rights reserved.13
Curate based on:
• Demographic / psychographic profile
• Mindsets/Personas
• Influence, Klout
• Purchase Funnel
• Key Stakeholders (investors, employees, partners)
Focus groups for product lines – Consumer, B2B, specific lines
• Focus groups for audiences – investors, moms, students
• Focus groups for PR/AR/IR – high-reach pubs, key commentators
Examine Key Groups in aggregate
Create your own focus groupsSimple, scalable, insightful
Copyright ©2014 Visible Technologies, Inc. All rights reserved.14
Focus Group Examples
Copyright ©2014 Visible Technologies, Inc. All rights reserved.15
• Clients are using social analysis to discover and better understand segmentations within social discussion, including the words they use and topics and themes that surface most often.
• These insights help the client better understand the consumer and create content that resonates.
5. Inform content and messaging strategyUnderstand your target’s unmet needs and the way they talk
Copyright ©2014 Visible Technologies, Inc. All rights reserved.16
Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference
Copyright ©2014 Visible Technologies, Inc. All rights reserved.17
The Breadth Of Our Work
We look at the forest … We look at the trees …
…and everything in between
An ethnography on
Moms for a large
financial services
company
Multinational study
on cold and flu
treatments for a
wellness company
An analysis of
trends in baking
for a large spice
company
Comparative
analysis of Twitter
strategies of retail
banks in Mexico
Measurement of
Olympic
sponsorship
campaign for a
large insurance
company
A behavioral
analysis of
breakfast goers for
a multinational QSR
company
An analysis of
unmet needs in
haircare for a large
CPG company
Global customer
service analysis
for call center
optimization for a
credit card
company
A comparative
analysis of CEO
attributes and
perceptions for a
large telecom
company
A study on holiday
shopping trends
and behaviors for
a large retailer
A study on female
purchase drivers
for high-end
beauty products
An analysis of
seasonal impact
on cooking habits
for a large CPG
company
Proven methodologies that adapt to each project.
Copyright ©2014 Visible Technologies, Inc. All rights reserved.18
Next Steps
• Have a question comment about something in this webcast?• Michelle Vangel [email protected]• Caitlin Jamali [email protected]
• To discuss a demo or more information, contact us at [email protected], or “Demo Request“ on our website
• Check www.visibletechnologies.com for recordings of previous webcasts, Intelligence Reports, and more.