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

             Thoughts by Marek Wolski
          ...
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Transcript of "Social Media Insights"

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