Social Media Week 2014 @DigitasLBi: Social Insights
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Transcript of Social Media Week 2014 @DigitasLBi: Social Insights
Why social insights are central to your integrated marketing strategy Social Media Week CPH – 20/02/2014
#SmwDLBi #Smwcph
Mads Bøcher Brandt Lead Social Media Strategist
@nickobeano #Analytics #Social #Digitalstrategy #Music #Motorracing
@madsbb #Strategy #Consultant #Socialbusiness #Onlinegeek #Traveler
Who we are…
#SMWDLBi
Nicholas Bean Senior Analyst
We connect people and brands in a digital age through innovative and engaging solutions to business challenges.
#SMWDLBi
USA 2850
UK 900
Nordics 250
Germany 450
Europe West 550
APAC 1100
San Francisco
Costa Rica
Atlanta
New York Paris
Norway
China
Singapore
Australia
Hong Kong
Japan
UAE
Sweden Denmark
40 offices across 25 countries
6,000+ people
A complete and integrated global offering
#SMWDLBi
5 offices: Cph – Sthlm - Gthbg – Mlm - Trdhm
250+ people
Denmark 80
Sweden 150
Norway 20
Full-service offering
Our presence in the nordics
#SMWDLBi
Our clients
#SMWDLBi
EXPLORING ‘ALWAYS ON’ THROUGH ANALYTICS
#SMWDLBi
Thursday
20 Relevant Timely Contextual
Why data and insights are key to ‘Always On’:
#SMWDLBi
DATA COLLECTION HAS BECOME INCREASINGLY MORE COMPLEX
#SMWDLBi
Today: 2.5 Quintillion
bytes of data are created
every day
Source: IBM #SMWDLBi
That is 3,5 billion copies of Gangnam style. Stacked to the
moon.
That is 6,849 years of data collected on
the NY Stock Exchange
THE DATA AND INTERACTION POINTS HAVE INCREASED
#SMWDLBi
Marketing 15 years ago
#SMWDLBi
Marketing today
#SMWDLBi
THIS CREATES A CHALLENGE
#SMWDLBi
Content has exploded.
Creating a lot of noise
#SMWDLBi
Every minute on social media
100 hours of video
uploaded
100,000 tweets
sent
680,000 updates shared
3,600 photos
uploaded
Source: Mashable #SMWDLBi
Structured insights are key
in order to cut through the
clutter
Brands are getting data overload. In
real-time.
#SMWDLBi
THERE IS NO HOLY GRAIL.
#SMWDLBi
WHY SOCIAL INSIGHTS ARE CENTRAL TO YOUR INTEGRATED MARKETING STRATEGY Social Media Week Copenhagen Thursday 20th February 2014 #SMWDLBI
#SMWDLBi
Who am I? • An Englishman living in Sweden
• An DigitasLBi veteran of 3 ½ years
• Worked with social analytics since 2005
• Working across some cool clients
#SMWDLBi
Using social insight and analysis to…
• Identify the best way to engage with an audience
• Qualify brand value across the customer decision journey
• Develop campaigns ideas
#SMWDLBi
Pick two
Good
Fast
Breaking the old mantra
Cheap
#SMWDLBi
FREE. PERFECT. NOW
#SMWDLBi
Netflix was the only company that said, ‘We believe in you. We’ve run our data, and it tells us our audience would
watch this series’
#SMWDLBi
Hello,
I’m Ian Richardson
WHAT ABOUT SOCIAL?
#SMWDLBi
Insight at the heart of everything we do
• Opinion What do people think about your brand and social ac5vity?
• Iden5ty Who are your audiences?
• Behaviour How do your audiences behave?
• Impact What is the impact of brand’s ac5vity on audience behaviour, iden5ty and opinion?
Provide insight that drives action around:
Opinion Iden5ty
Behavior
Impact
Social Media Week Copenhagen – 20th February
#SMWDLBi
WE WANT TO MAKE THE UNKNOWN, KNOWN
#SMWDLBi
TO DRIVE BEST DECISIONS POSSIBLE
#SMWDLBi
Social Media Week Copenhagen – 20th February
Volvo Cars
“Cars are driven by people. The guiding
principle behind everything we make at Volvo, therefore, is and must remain,
safety”
#SMWDLBi
Brands are too focused on their own communities Social Media Week Copenhagen – 20th February
#SMWDLBi
Only about 15-25% of content is seen by “fans” of a Facebook page.
Social Media Week Copenhagen – 20th February
#SMWDLBi
This community is only one part of a customer base Social Media Week Copenhagen – 20th February
#SMWDLBi
These customers are only a limited % of prospective/potential customers, for any brand.
Social Media Week Copenhagen – 20th February
#SMWDLBi
How do we use social media to reach all of these people, fans, customers, prospects or otherwise?
Social Media Week Copenhagen – 20th February
#SMWDLBi
Think about the way you find things online…
1 2 3
#SMWDLBi
Think about the way you find things online…
1 2 3
#SMWDLBi
Social Media Week Copenhagen – 20th February
#SMWDLBi
Paid Owned
Earned
Social Media Week Copenhagen – 20th February
#SMWDLBi
MASTERING THE SHARE IS KEY WHAT DO PEOPLE SHARE? AND WHY?
#SMWDLBi
“I try to share only information that will
reinforce the image I'd like to present: thoughtful,
reasoned, kind, interested and passionate about
certain things.”
Source: NY Times “The Psychology of Sharing: Why Do People Share
Online”
#SMWDLBi
69% of people think brands don’t share interesting content on Social Media
68% of people never share something posted by a company on social media
Source: Global Online Benchmark Technographics Survey 2013 - Forrester
15% of your fan base will see your content 5% might share it…
It’s about people
#SMWDLBi
Are these the same people? • British
• Male
• Over 60
• Divorced
Social Media Week Copenhagen – 20th February
#SMWDLBi
• Remarried
• High Income
• Children have left home
Interests
Content consumption & sharing habits Check-ins & locations
Brand affinities
Social behaviours
Demographics & lifestyle
#SMWDLBi
What really makes them tick? What makes them click?
Social Media Week Copenhagen – 20th February
#SMWDLBi
Who do we want
to reach?
Boats
Car Enthusiasts
Fashion/Design
Sports
What are they interested in?
But what else?
Content distribution analytics
Social Network analysis
Social Keyword analysis
Which Venues?
What Content?
What Format?
What Influencers?
When?
Bikes
#SMWDLBi
Who do we want
to reach?
Boats
Car Enthusiasts
Fashion/Design
Sports
What are they interested in?
Which Venues?
What Content?
What Format?
What Influencers?
When?
Bikes
Product Reviews
Vintage/Classic
Racing
Owner communities
For example Performance
#SMWDLBi
Interests in the room?
#SMWDLBi
Likelihood of appearance vs. Twitter average
Like
liho
od
of
app
eara
nce
in M
oni
tor
-‐1000 -‐500 0 500 1000 1500 2000 2500 3000 3500 4000
Medicine
Online Communi5es
Trash and Recycling
Smartphones
Burberry
Luxembourg
Social Network analysis
#SMWDLBi
Social Profiling: outputs & optimising planning
Strategy, Social & content teams
Social Insight
Identity Resolution
Detailed audience profiles & personas
Guidelines for successful content
Rich creative territories
Paid Media planning
Tone of voice and Keyword Guidelines
Optimised influencer activity
Channel management and measurement
#SMWDLBi
Think about the way you find things online…
1 2 3
#SMWDLBi #SMWDLBi
THE DAYS OF BEING PASSIVE WITHIN SOCIAL ARE OVER
#SMWDLBi
Listen
Listen
Recognize the objective
Investigate
Respond
Produce
SLIDES REMOVED FOR CONFIDENTIALITY
#SMWDLBi
GETTING CREATIVE
#SMWDLBi
GETTING CREATIVE
#SMWDLBi
GETTING CREATIVE
#SMWDLBi
Kindling
Bonfires
Fireworks
How do we use social insight in the creative process?
Uncover Understand Be Creative
Test/ Optimise
Execute
Report
#SMWDLBi
SLIDES REMOVED FOR CONFIDENTIALITY
#SMWDLBi
In summary • Identify the best way to engage with an audience
• Qualify brand value across the customer decision journey?
• Develop campaigns ideas
#SMWDLBi
First steps towards best use of social insight?
• Start small
• Work out what you want to achieve
• Look at ways to measure it
• Know your audience
• Use insight to create the best solution
• Test the waters before you jump
• Learn from what you have done
#SMWDLBi
The audience has spoken…
…They want us to give them the right thing...
#SMWDLBi
Give people what they want, when
they want it, in the form they want it
in…
#SMWDLBi
…All we have to do is give it to
them.
#SMWDLBi
Thanks for your time Please rate this event @ speakerscore.com/insights
Nicholas Bean – Senior Analyst Nordics
www.digitaslbi.com/se
[email protected] @nickobeano
#SMWDLBi
Mads Bøcher Brandt - Lead Social Media Strategist
www.digitaslbi.com/dk
[email protected] @madsbb