Social Media Insights
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Social Media Insights

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    Social Media Insights Social Media Insights Presentation Transcript

    • 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 valuable to you
    • 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 and how you want to get involved.
    • 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 target audience...
    • 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’ -anonymous planner
    • 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 @marekting