Brand Paradigm Shift via Social Intelligence & Big Data


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The Brand evolution into adaptive and novel business models is now SOP. The brand strategy MUST embrace the paradigm-shift opportunities presented by Social Intelligence - or risk obsolescence by being out maneuvered by more nimble competitors.

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Brand Paradigm Shift via Social Intelligence & Big Data

  1. 1. Agencies & Brands + Social IntelligenceOpportunities to seize first-mover advantage in the development of innovativeSocial Intelligence products & professional services in B2B & B2CBig Data is looming.Are you ready?Most CMOs readily admit that they are not.And even the top performing CMOs are nottoo far ahead. The data explosion (Big Data)means a lot more than Social Media – butSocial Media is the driving force behind thetidal wave of information that is becomingavailable to organizations. Building thecustomer data cube (multi-dimensionalmatrix of customer information) is fast Infographic Credit: HubSpot – “The Social Media Data Stacks” 1 Big Data. Bigger Thinking. |
  2. 2. becoming SOP for organizations – and Social Media is helping to flesh-out many of the requisitedata points. But Social Media is largely unstructured data – and that’s a challenge for most.In the evolution of Social Intelligence, we first monitored brand mentions as a way ofperforming crisis management and mitigation and movement towards Social CRM. We thenstarted listening for brand mentions and brandattributes as a means to identify sentiment andinfluence. This gave rise to strategicengagements that sought to leverageinfluencer reach as a means of brandamplification, earned media, and the ultimate:virality. In social media, we subscribe toMetcalfe’s Law to maximize message and Infographic Credit: NoahBrier.comachieve the tipping-point for ROI.While this is a worthwhile endeavor for campaigns and tactics, what’s next? What else can begained from the vast amount of data being mounted online every day?1st evolutionary step: Monitor2nd evolutionary step: Strategic Listening3rd evolutionary step: Engage and Activate Individuals & Networks4th evolutionary step: Social Intelligence5th evolutionary step: ?Big Data. Bigger Thinking.We now have the ability to get inside the head of our target audience like never before by wayof socialized content analysis. And when we are able to bring-to-bear the multiple datarepositories via comprehensive multi-factorial analyses, we have achieved a radical shift inintelligence & insight development. We have achieved a data-enabled shift in BrandParadigm.This rich and highly strategic information can help inform business decisions with greater-and-greater impact. And as we evolve the solutions and capabilities for insights development, wecan develop extremely valuable predictive models for audience behaviors, affinities, attitudinalindications, emerging trends, untapped markets, brand velocity within audience segments, etc. 2 Big Data. Bigger Thinking. |
  3. 3. The vast gulf or whitespace that exists betweenbrand-specific content and brand-relevant contentis not noise - it is opportunity.Relevance drives engagement and in a world of distractions, engagement is the new currency.But how do brands create relevance? Do brands see themselves as publishers or curators? Dobrands see themselves as an experience or in the backdrop of their customers’ experience?Scaling social engagement (earned media) is highly achievable withgood, relevant content.We know that 57% of people (in developed markets) donot want to engage with brands in social media (TNSDigital Life), but this shouldn’t deter brands from lookingat content and data produced by these folks - andeveryone else - as being extremely valuable. It’s justthat the appropriate, strategic lens must be developedin order to see it in context of the brand. B2C or B2B – itdoesn’t matter. A brand strategy is a content strategy. 3 Big Data. Bigger Thinking. |
  4. 4. And when we see the importance of data-drivendecision making (targeting) in the marketplacefollowed closely by “leveraging social data,” weknow that there’s a critical connection waiting to bemade between the more traditional digital efforts oforganizations around their business objectives – andthe opportunities that reside in the untapped powerof social intelligence.And when the brand loosens the reins of contentdevelopment and finally sees itself as a publisherwithin the greater context of community, thesignificant power of curation and trending contentthen becomes available.And there is an even greater opportunity for Social Intelligenceproducts and professional services in the B2B space.“Topping the list of necessary investments – and cited by approximately half ofthe survey respondents – is the perceived need for new tools and technologies.Additionally, the research suggested that the lack of companies’ engagement insocial media is linked to the lack of confidence they have in making the rightinvestment decisions to achieve their objectives.” 4 Big Data. Bigger Thinking. |
  5. 5. “This finding, more so than any other, confirms what we have seen in our workwith B2B companies around the world. Executives understand the critical rolethat social media can play in organizational success. And, to a certain degree,they have even identified the goals they would like their social media programsto address. Yet, many simply don’t know how to proceed. Their lack of 5 Big Data. Bigger Thinking. |
  6. 6. confidence translates into a lack of action. As a result, the potential value thatsocial media can deliver is left unclaimed.”Infographics & Quotes Credit: Accenture – “Making Social Media Pay: Rethinking Social Media’s Potential to Bolster B2B Interactions, CustomerLoyalty, Revenues and Brand Reputation”Global is no longer a mandate, it is a foregone conclusion.81% of users of top global internet properties reside outside the USA.We must now develop andleverage assets in the field likenever before. This doesn’t meansatellite offices or agencies – thismeans locality (BRIC = Brazil, Russia, India,& China | MIST = Mexico, Indonesia, South Korea,& Turkey | South Africa and Argentina)embedded individuals who canperform “investigative, brandrelevant research andjournalism” to bring back to thebrand or agency Mother Ship –and/or activate the localnetworks for message/contentamplification.“Ten emerging markets willaccount for half of adspending growth in thenext three years”Quote Credit: AdvertisingAge, December 5, 2011:“Where’s The Growth? Follow the BRIC Road” Infographics Credit: Mary Meeker (KPCB) on Internet Trends 6 Big Data. Bigger Thinking. |
  7. 7. So what do these potential Social Intelligence products andprofessional services look like?As a developing practice area, Social Intelligence products and services span aspects ofconsulting, measurement & analytics, editorial & communications, PR/marketing, brand health& reputation, market research, process & protocols operationalization, stakeholder buy-in,enterprise socialization of value proposition, technology stacks, strategic partnership(s)development, vendor selection & acquisition, etc. To simplify the product offerings, the SocialIntelligence practice area can be further segmented into distinct buckets (examples):These are but a few of the strategic areas that can be pursued and developed.Social Intelligence + Big Data + Measurement & Analytics + Market Research = LimitlessProductization and supporting Professional Services 7 Big Data. Bigger Thinking. |
  8. 8. And what about REALLY moving the needle for a brand? What doesthat strategy look like?Forget strategy – how about vision? Strategy implies a known or proposed set of existingtactics. In Big Data / Social Intelligence, these do not yet exist for the most part. It’s not assimple as a platform, or an integrated online marketing system, or a dedicated department, oran agency selection. It’s much more holistic (& visionary) than that. Infographic Credit: MDGAdvertising.comWhile ROI is important to measure in terms of tactical investments, how do you calculate theROI of a global shift in brand perception? How do you calculate the ROI of an emotionalconnection? How do you calculate the ROI of brand engagement that does not easily connect tolead generation or conversion? How do you calculate the ROI of a meme? How do you calculatethe ROI of brand resonance with an idea or a culture? 8 Big Data. Bigger Thinking. |
  9. 9. The ROI for a holistic and visionary brand content strategy is best illustrated by Nielsen:And when a brand develops the systems and methodologies to maximize EdgeRank andPageRank simultaneously, brand messaging achieves unprecedented scale. Trouble is mostbrands don’t have the ability to appropriately measure Ad Recall, Awareness, and PurchaseIntent like a Nielsen or a DynamicLogic. So, agencies & brands must look at the strategies &tactics that allow for ROI attribution as being distinctly separate from those that are primarilyfocused on Brand Lift (Reputation, Perception, Contextual Affinities, Developing Trust, etc.) 9 Big Data. Bigger Thinking. |
  10. 10. OK, it’s big – this vision – kind of like “Low Tech, High Concept?”Yes. This is a good metaphor for Social Intelligence enabled brand scaling. There are many waysto approach this, but here is a matrixed example for strategic (tactical) innovation.For every spoke on the hub, there are strategic partners & solutions that must come togetherfor the BrandParadigm. The new agency & brand model is one of bespoke solutions andconsortiums of strategic partners to maximize capabilities in innovation. Gone are the dayswhen Thought Leadership is owned and Intellectual Property only resides within the firewall.“Radical customization, constant experimentation, and novel business modelswill be new hallmarks of competition as companies capture and analyze hugevolumes of data”Quote Credit: – “Big Data: The Big Innovation Opportunity” and McKinsey & Company – “Big Data: The next frontier forinnovation, competition, and productivity” 10 Big Data. Bigger Thinking. |