How to Use Social Data and Research in Strategic Communications
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Transcript of How to Use Social Data and Research in Strategic Communications
Using Social Data and Research in Strategic Communications:How to Draw Meaningful and Actionable Insights
#PRSAwebinar
Agenda
1. How one technology company used research and social data to increase the brand's impact and engage influencers
2. How McDonald’s could have use social research to protect its social brand
3. How MasterCard used social data to identify trends, apply insights and use them for better business decisions
#PRSAwebinar
Standing Out in a Crowded Market
•Business intelligence shows what doesn’t work
•Social data reveals corporate priorities▫Their customers come first▫What are they talking about online?
Research Act Comm. Evaluate
I was so scared I thought
I’d get fired
Nobody told me what to
do
There has to be a better
solution
#PRSAwebinar
#PRSAwebinar
Influence Your Influencers
•Focus on the issues they care about
•Grassroots safety campaign
•Constantly adjusted strategies▫Let’s talk offline▫My friends are on Facebook▫I need CE credits▫Let me share my story
#PRSAwebinar
Stand-out Results
Insights• Meaningful:
Safety is a top priority
• Actionable: Create a demand for safety, which can lead to a demand for our device
Activity• 10x Twitter growth• 20 custom
Facebook apps• 1,394 unique blog
views• 5,000 visits to
company website• 129 million media
impressions
Engagement• Hundreds of
influencer posts, videos and blogs
• Partnerships with 9 major industry organizations
• 11,974 pledges from a highly target audience
• Top in Google search
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Brand Me
#PRSAwebinar
Where’s the Data?
#PRSAwebinar
#PRSAwebinar
Social Data Driving Revenue
Social Insights
http://bit.ly/mastercardmm #PRSAwebinar
What’s Next
Move beyond activity
Build your
research foundatio
n
Start to evaluate your data
Stay informed
#PRSAwebinar
#PRSAPRIME
http://www.prsa.org/conferences/corporatecommunications
Chi-Chi MillawaySocial Media Director, PRIME Research
@chimillaway @USPrimeResearch