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Social Media Week 2014 @DigitasLBi: Social Insights
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Social Media Week 2014 @DigitasLBi: Social Insights

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Nicholas Bean, Nordic Senior Analyst and Mads Brandt, Lead Social Strategist at DigitasLBi presented how social media insights and intelligence can be used to: …

Nicholas Bean, Nordic Senior Analyst and Mads Brandt, Lead Social Strategist at DigitasLBi presented how social media insights and intelligence can be used to:

• Qualify the brand value across the customer decision journey,
• Develop campaigns ideas, and
• Identify the best way to engage their audience.

NB! Some of the case slides from the original presentation not included.

Published in: Marketing

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  • 1. Why social insights are central to your integrated marketing strategy Social Media Week CPH – 20/02/2014 #SmwDLBi #Smwcph
  • 2. Who we are… @madsbb Mads Bøcher Brandt Lead Social Media Strategist #Strategy #Consultant #Socialbusiness #Onlinegeek #Traveler @nickobeano Nicholas Bean Senior Analyst #Analytics #Social #Digitalstrategy #Music #Motorracing #SMWDLBi
  • 3. We connect people and brands in a digital age through innovative and engaging solutions to business challenges.   #SMWDLBi
  • 4. A complete and integrated global offering Nordics Norway 250 Sweden Denmark UK 900 San Francisco New York USA 2850 Paris Europe West 550 Germany 450 Japan Atlanta China UAE APAC 1100 Hong Kong Costa Rica Singapore 6,000+ people 40 offices across 25 countries Australia #SMWDLBi
  • 5. Our presence in the nordics Sweden 150 Norway 20 250+ people 5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm Denmark 80 Full-service offering #SMWDLBi
  • 6. Our clients #SMWDLBi
  • 7. EXPLORING ‘ALWAYS ON’ THROUGH ANALYTICS #SMWDLBi
  • 8. Why data and insights are key to ‘Always On’: Thursday 20 Relevant Timely Contextual #SMWDLBi
  • 9. DATA COLLECTION HAS BECOME INCREASINGLY MORE COMPLEX #SMWDLBi
  • 10. Today: 2.5 Quintillion bytes of data are created every day Source: IBM #SMWDLBi
  • 11. That is 3,5 billion copies of Gangnam style. Stacked to the moon.
  • 12. That is 6,849 years of data collected on the NY Stock Exchange
  • 13. THE DATA AND INTERACTION POINTS HAVE INCREASED #SMWDLBi
  • 14. Marketing 15 years ago #SMWDLBi
  • 15. Marketing today #SMWDLBi
  • 16. THIS CREATES A CHALLENGE #SMWDLBi
  • 17. Content has exploded. Creating a lot of noise #SMWDLBi
  • 18. Every minute on social media 100 hours of video uploaded 100,000 tweets sent Source: Mashable 680,000 updates shared 3,600 photos uploaded #SMWDLBi
  • 19. Structured insights are key in order to cut through the clutter
  • 20. Brands are getting data overload. In real-time. #SMWDLBi
  • 21. THERE IS NO HOLY GRAIL. #SMWDLBi
  • 22. WHY SOCIAL INSIGHTS ARE CENTRAL TO YOUR INTEGRATED MARKETING STRATEGY Social Media Week Copenhagen Thursday 20th February 2014 #SMWDLBI #SMWDLBi
  • 23. 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
  • 24. 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
  • 25. Breaking the old mantra Good Pick two Cheap Fast #SMWDLBi
  • 26. FREE. PERFECT. NOW #SMWDLBi
  • 27. 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
  • 28. Hello, I’m Ian Richardson
  • 29. WHAT ABOUT SOCIAL? #SMWDLBi
  • 30. Insight at the heart of everything we do 
  • 31. Social Media Week Copenhagen – 20th February Provide insight that drives action around: •  Opinion   What  do  people  think  about  your  brand  and  social   ac5vity?     Opinion   Iden5ty   Impact   Behavior   •  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?   #SMWDLBi
  • 32. WE WANT TO MAKE THE UNKNOWN, KNOWN #SMWDLBi
  • 33. TO DRIVE BEST DECISIONS POSSIBLE #SMWDLBi
  • 34. 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
  • 35. Social Media Week Copenhagen – 20th February Brands are too focused on their own communities #SMWDLBi
  • 36. Social Media Week Copenhagen – 20th February Only about 15-25% of content is seen by “fans” of a Facebook page. #SMWDLBi
  • 37. Social Media Week Copenhagen – 20th February This community is only one part of a customer base #SMWDLBi
  • 38. Social Media Week Copenhagen – 20th February These customers are only a limited % of prospective/potential customers, for any brand. #SMWDLBi
  • 39. Social Media Week Copenhagen – 20th February How do we use social media to reach all of these people, fans, customers, prospects or otherwise? #SMWDLBi
  • 40. Think about the way you find things online… 1   2   3   #SMWDLBi
  • 41. Think about the way you find things online… 1   2   3   #SMWDLBi
  • 42. Social Media Week Copenhagen – 20th February #SMWDLBi
  • 43. Social Media Week Copenhagen – 20th February Paid Owned Earned #SMWDLBi
  • 44. MASTERING THE SHARE IS KEY WHAT DO PEOPLE SHARE? AND WHY? #SMWDLBi
  • 45. Source: NY Times “The Psychology of Sharing: Why Do People Share “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.” Online”   #SMWDLBi
  • 46. 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 15% of your fan base will see your content 5% might share it… Source: Global Online Benchmark Technographics Survey 2013 Forrester
  • 47. It’s  about  people  
  • 48. #SMWDLBi
  • 49. Social Media Week Copenhagen – 20th February Are these the same people? •  British •  Remarried •  Male •  High Income •  Over 60 •  Children have left home •  Divorced #SMWDLBi
  • 50. Demographics & lifestyle Interests Brand affinities Content consumption & sharing habits Check-ins & locations Social behaviours #SMWDLBi
  • 51. Social Media Week Copenhagen – 20th February What really makes them tick? What makes them click? #SMWDLBi
  • 52. But what else? Which   Venues?   Boats Car Enthusiasts Who do we want to reach? Content distribution analytics What are they interested in? What   Content?   What  Format?   Bikes Social Network analysis What   Influencers?   Fashion/Design Social Keyword analysis When?   Sports #SMWDLBi
  • 53. For example Boats Which   Venues?   Performance Car Enthusiasts Who do we want to reach? What are they interested in? Product Reviews Vintage/Classic What   Content?   What  Format?   Bikes Racing Fashion/Design Owner communities What   Influencers?   When?   Sports #SMWDLBi
  • 54. Likelihood of appearance in Monitor Interests in the room? Medicine   Online  Communi5es   Trash  and  Recycling   Smartphones   Burberry   Luxembourg   -­‐1000   -­‐500   0   500   1000   1500   2000   2500   3000   3500   4000   Likelihood of appearance vs. Twitter average #SMWDLBi
  • 55. Social Network analysis #SMWDLBi
  • 56. Social Profiling: outputs & optimising planning Detailed audience profiles & personas   Guidelines for successful content Strategy, Social & content teams Rich creative territories   Identity Resolution Social Insight Paid Media planning Tone of voice and Keyword Guidelines Optimised influencer activity Channel management and measurement #SMWDLBi
  • 57. Think about the way you find things online… 1   2   #SMWDLBi 3   #SMWDLBi
  • 58. THE DAYS OF BEING PASSIVE WITHIN SOCIAL ARE OVER #SMWDLBi
  • 59. Listen Listen
  • 60. Recognize the objective Investigate
  • 61. Respond Produce
  • 62. SLIDES REMOVED FOR CONFIDENTIALITY #SMWDLBi
  • 63. GETTING CREATIVE #SMWDLBi
  • 64. GETTING CREATIVE #SMWDLBi
  • 65. GETTING CREATIVE #SMWDLBi
  • 66. Fireworks Bonfires Kindling
  • 67. How do we use social insight in the creative process? Uncover Understand Be Creative Report Execute Test/ Optimise #SMWDLBi
  • 68. SLIDES REMOVED FOR CONFIDENTIALITY #SMWDLBi
  • 69. In summary •  Identify the best way to engage with an audience •  Qualify brand value across the customer decision journey? •  Develop campaigns ideas #SMWDLBi
  • 70. •  Start small First steps towards best use of social insight? •  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
  • 71. The audience has spoken… …They want us to give them the right thing... #SMWDLBi
  • 72. Give people what they want, when they want it, in the form they want it in… #SMWDLBi
  • 73. …All we have to do is give it to them. #SMWDLBi
  • 74. Thanks for your time Please rate this event @ speakerscore.com/insights Nicholas Bean – Senior Analyst Nordics Mads Bøcher Brandt - Lead Social Media Strategist www.digitaslbi.com/se www.digitaslbi.com/dk Nicholas.bean@digitaslbi.com @nickobeano Mads.brandt@digitaslbi.com @madsbb #SMWDLBi

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