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Social Media Insights

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  • 1. THE NEED FOR SOCIAL MEDIA INSIGHTS
  • 2. At the heart of every brief are its insights
  • 3. typically either Brand or Consumer insights
  • 4. Consumer insight: a category relevant need/want
  • 5. Brand insight: an offering unique to category
  • 6. together they can make a powerful idea
  • 7. So how does media channel selection play into this?
  • 8. Social media is often chosen because of reach & engagement potential
  • 9. but how do you know how to leverage it to get engagement?
  • 10. the answer: Social Insights
  • 11. Social Insights are less to do with how consumers relate to a product category
  • 12. and more about how they interact with brands, other consumers & social media tools.
  • 13. consider these following examples:
  • 14. whopper sacrifice. social insight: The collection of digital friendships made every friend you have less valuable to you
  • 15. canon mystory social insight: Facebook had become more about telling stories through photo & photo commentary
  • 16. my obama social insight: Every user participates differently. There is a need for choice in what form and how you want to get involved.
  • 17. all these combined brand, consumer & social insights to great success.
  • 18. consider this additional example:
  • 19. lynx partyacrosstheinternet involved OTP display, video & interactivity sending you on a party across the net...
  • 20. the final destination was a facebook fanpage with a call-to-action to become a fan...
  • 21. lynx partyacrosstheinternet social insight: ??
  • 22. the social insight was missing. what if they had considered what was an important social interaction for their target audience...
  • 23. that facebook events are all about projecting status (=social insight)
  • 24. armed with this insight, the call-to-action could have been an event page...
  • 25. where more engagement and offline brand interaction could take place...
  • 26. stronger brand associations formed and encouraging peer sharing through networks.
  • 27. NB! you might be thinking, ‘these are all obvious & not insightful’
  • 28. Consider this definition: ‘an insight, once discovered, seems so obvious, that you cannot believe you missed it’ -anonymous planner
  • 29. Moral of the story is..
  • 30. think! what social interaction insights can I discover to help inform the creatives.
  • 31. ...to give them a push in the right direction.
  • 32. See The Forest Through The Trees http://throughthetrees.tumblr.com Thoughts by Marek Wolski @marekting