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Why social insights
are central to your
integrated
marketing strategy
Social Media Week CPH – 20/02/2014

#SmwDLBi #Smwcph
Who we are…

@madsbb
Mads Bøcher
Brandt
Lead Social Media
Strategist

#Strategy
#Consultant
#Socialbusiness
#Onlinegeek
#T...
We connect people and brands
in a digital age through innovative
and engaging solutions to business
challenges.	
  

#SMWD...
A complete and integrated global offering

Nordics

Norway

250
Sweden
Denmark

UK
900

San Francisco

New York

USA
2850

...
Our presence in the nordics

Sweden
150
Norway
20

250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80

Full-s...
Our clients

#SMWDLBi
EXPLORING
‘ALWAYS ON’
THROUGH
ANALYTICS
#SMWDLBi
Why data and insights are key to ‘Always On’:

Thursday

20
Relevant

Timely

Contextual
#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

Source: Mashable

680,000
updates
shared

...
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 ...
Who am I?

•  An Englishman living in Sweden
•  An DigitasLBi veteran of 3 ½ years
•  Worked with social analytics since 2...
Using social
insight and
analysis to…

•  Identify the best way to engage with an
audience
•  Qualify brand value across t...
Breaking the old mantra

Good

Pick two

Cheap

Fast
#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 th...
Hello,
I’m Ian Richardson
WHAT ABOUT SOCIAL?

#SMWDLBi
Insight at the heart of
everything we do 
Social Media Week Copenhagen – 20th February

Provide insight that drives action around:

•  Opinion	
  
What	
  do	
  peo...
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
everyth...
Social Media Week Copenhagen – 20th February

Brands are too focused on their own communities

#SMWDLBi
Social Media Week Copenhagen – 20th February

Only about 15-25% of content is seen by “fans” of a Facebook
page.

#SMWDLBi
Social Media Week Copenhagen – 20th February

This community is only one part of a customer base

#SMWDLBi
Social Media Week Copenhagen – 20th February

These customers are only a limited % of prospective/potential
customers, for...
Social Media Week Copenhagen – 20th February

How do we use social media to reach all of these people, fans,
customers, pr...
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
Social Media Week Copenhagen – 20th February

Paid

Owned

Earned

#SMWDLBi
MASTERING THE SHARE IS KEY
WHAT DO PEOPLE SHARE?
AND WHY?

#SMWDLBi
Source: NY Times “The
Psychology of Sharing:
Why Do People Share

“I try to share only
information that will
reinforce the...
69% of people think brands
don’t share interesting
content on Social Media
68% of people never share
something posted by a...
It’s	
  about	
  people	
  
#SMWDLBi
Social Media Week Copenhagen – 20th February

Are these the same people?
•  British

•  Remarried

•  Male

•  High Income...
Demographics & lifestyle
Interests

Brand affinities

Content consumption &
sharing habits

Check-ins & locations

Social be...
Social Media Week Copenhagen – 20th February

What really makes
them tick?
What makes them click?
#SMWDLBi
But what else?
Which	
  
Venues?	
  

Boats

Car
Enthusiasts

Who do
we want
to
reach?

Content distribution
analytics

Wh...
For example

Boats

Which	
  
Venues?	
  

Performance
Car
Enthusiasts

Who do
we want
to
reach?

What are they
interested...
Likelihood of appearance in Monitor

Interests in the room?

Medicine	
  
Online	
  Communi5es	
  
Trash	
  and	
  Recycli...
Social
Network
analysis

#SMWDLBi
Social Profiling: outputs & optimising planning
Detailed audience profiles & personas	
  

Guidelines for successful content...
Think about the way you find things online…

1	
  

2	
  

#SMWDLBi

3	
  

#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
Fireworks

Bonfires
Kindling
How do we use social insight in the creative
process?

Uncover

Understand

Be
Creative

Report
Execute

Test/
Optimise

#...
SLIDES REMOVED FOR
CONFIDENTIALITY

#SMWDLBi
In summary

•  Identify the best way to engage with an
audience
•  Qualify brand value across the customer
decision journe...
•  Start small
First steps
towards best
use of social
insight?

•  Work out what you want to achieve
•  Look at ways to me...
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

Mads Bøche...
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
Social Media Week 2014 @DigitasLBi: Social Insights
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:

• 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

Transcript of "Social Media Week 2014 @DigitasLBi: Social Insights"

  1. 1. Why social insights are central to your integrated marketing strategy Social Media Week CPH – 20/02/2014 #SmwDLBi #Smwcph
  2. 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. 3. We connect people and brands in a digital age through innovative and engaging solutions to business challenges.   #SMWDLBi
  4. 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. 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. 6. Our clients #SMWDLBi
  7. 7. EXPLORING ‘ALWAYS ON’ THROUGH ANALYTICS #SMWDLBi
  8. 8. Why data and insights are key to ‘Always On’: Thursday 20 Relevant Timely Contextual #SMWDLBi
  9. 9. DATA COLLECTION HAS BECOME INCREASINGLY MORE COMPLEX #SMWDLBi
  10. 10. Today: 2.5 Quintillion bytes of data are created every day Source: IBM #SMWDLBi
  11. 11. That is 3,5 billion copies of Gangnam style. Stacked to the moon.
  12. 12. That is 6,849 years of data collected on the NY Stock Exchange
  13. 13. THE DATA AND INTERACTION POINTS HAVE INCREASED #SMWDLBi
  14. 14. Marketing 15 years ago #SMWDLBi
  15. 15. Marketing today #SMWDLBi
  16. 16. THIS CREATES A CHALLENGE #SMWDLBi
  17. 17. Content has exploded. Creating a lot of noise #SMWDLBi
  18. 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. 19. Structured insights are key in order to cut through the clutter
  20. 20. Brands are getting data overload. In real-time. #SMWDLBi
  21. 21. THERE IS NO HOLY GRAIL. #SMWDLBi
  22. 22. WHY SOCIAL INSIGHTS ARE CENTRAL TO YOUR INTEGRATED MARKETING STRATEGY Social Media Week Copenhagen Thursday 20th February 2014 #SMWDLBI #SMWDLBi
  23. 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. 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. 25. Breaking the old mantra Good Pick two Cheap Fast #SMWDLBi
  26. 26. FREE. PERFECT. NOW #SMWDLBi
  27. 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. 28. Hello, I’m Ian Richardson
  29. 29. WHAT ABOUT SOCIAL? #SMWDLBi
  30. 30. Insight at the heart of everything we do 
  31. 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. 32. WE WANT TO MAKE THE UNKNOWN, KNOWN #SMWDLBi
  33. 33. TO DRIVE BEST DECISIONS POSSIBLE #SMWDLBi
  34. 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. 35. Social Media Week Copenhagen – 20th February Brands are too focused on their own communities #SMWDLBi
  36. 36. Social Media Week Copenhagen – 20th February Only about 15-25% of content is seen by “fans” of a Facebook page. #SMWDLBi
  37. 37. Social Media Week Copenhagen – 20th February This community is only one part of a customer base #SMWDLBi
  38. 38. Social Media Week Copenhagen – 20th February These customers are only a limited % of prospective/potential customers, for any brand. #SMWDLBi
  39. 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. 40. Think about the way you find things online… 1   2   3   #SMWDLBi
  41. 41. Think about the way you find things online… 1   2   3   #SMWDLBi
  42. 42. Social Media Week Copenhagen – 20th February #SMWDLBi
  43. 43. Social Media Week Copenhagen – 20th February Paid Owned Earned #SMWDLBi
  44. 44. MASTERING THE SHARE IS KEY WHAT DO PEOPLE SHARE? AND WHY? #SMWDLBi
  45. 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. 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. 47. It’s  about  people  
  48. 48. #SMWDLBi
  49. 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. 50. Demographics & lifestyle Interests Brand affinities Content consumption & sharing habits Check-ins & locations Social behaviours #SMWDLBi
  51. 51. Social Media Week Copenhagen – 20th February What really makes them tick? What makes them click? #SMWDLBi
  52. 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. 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. 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. 55. Social Network analysis #SMWDLBi
  56. 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. 57. Think about the way you find things online… 1   2   #SMWDLBi 3   #SMWDLBi
  58. 58. THE DAYS OF BEING PASSIVE WITHIN SOCIAL ARE OVER #SMWDLBi
  59. 59. Listen Listen
  60. 60. Recognize the objective Investigate
  61. 61. Respond Produce
  62. 62. SLIDES REMOVED FOR CONFIDENTIALITY #SMWDLBi
  63. 63. GETTING CREATIVE #SMWDLBi
  64. 64. GETTING CREATIVE #SMWDLBi
  65. 65. GETTING CREATIVE #SMWDLBi
  66. 66. Fireworks Bonfires Kindling
  67. 67. How do we use social insight in the creative process? Uncover Understand Be Creative Report Execute Test/ Optimise #SMWDLBi
  68. 68. SLIDES REMOVED FOR CONFIDENTIALITY #SMWDLBi
  69. 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. 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. 71. The audience has spoken… …They want us to give them the right thing... #SMWDLBi
  72. 72. Give people what they want, when they want it, in the form they want it in… #SMWDLBi
  73. 73. …All we have to do is give it to them. #SMWDLBi
  74. 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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