We can see a very similar story, of social buzz being created by a digital debut and then amplified by TV, in the case of BA’s London 2012 advert, entitled ‘The Race’. The buzz started really early in this case, after a handful of BA employees, who were shown the advert at work, were the first to comment on Twitter (“Haha today at work I got to see the new BA advert before it was released its awesome :)”), before the YouTube video was quickly picked up and shared by message board users on Airliners.net and Flyertalk.com. 29% of conversations took place on forums before the ad made its TV debut, compared to just 2% afterwards, suggesting users were keen to discuss and debate the content before the wider public had access to it. The sense of having privileged access to content was clearly an important motivation to comment for users of dedicated airline message boards.
Following the ad’s debut during Coronation Street, the focus shifted towards expressing enjoyment on Twitter without linking to videos of the ad; suggesting the TV campaign was driving more of the reaction post-airing. This change in behaviour, with a lower propensity to share the ad, was the most significant change in response. Other than that, the topics of conversation remained similar to the initial day and a half of responses to thedigital activity, demonstrating that the content generated broadly the same emotional response and favourability, regardless of the medium.
Not only can we gain insights from marketing activity to help better plan it, we can identify the implications of marketing promises from the point of view of the consumer, reinforcing the internal imperatives that are required in order to deliver on strategy. So, though the response to BA’s original ‘To fly. To Serve’ ad. last September was very positive, and had a discernible positive impact on overall mentions of the brand, there was a small but potentially significant group of customers who took to social media to contrast the promise with their own experiences of the airline’s service delivery. By turning the campaign line back on the airline, these savvy and angry consumers gain the power to do the airline disproportionate damage. It’s a risk inherent in any service promise, but the existence of this theme within the content – which is masked by the headline figures – provides evidence to support strategic imperatives around service delivery.
Campaign insightFive ways social insight can help inspire, informand measure campaignsDan MilesNew Business ConsultantPrecise+44 (0)20 7264 email@example.com@PreciseTweetswww.precise.co.uk
Five ways in which social insight can optimise campaigns1. Inform strategy.2. Inspire creative content.3. Optimise integration.4. Identify the impact on consumer expectations.5. Identify the ‘IROI’.2
Inform strategyContent from the social web can be used to inform Example: Asda.campaign strategy. By looking at the social content generated in relation toBy exploring conversations around a brand and its Asda, and using its five customer pledges as broadcompetitors, or around the key issues and topics the themes into which we can theme relevant content, wecampaign is intended to address, it is possible to inform can identify learnings to inform campaign strategy.the way a campaign should be focused. Of the significant proportion of conversations that are around prices and value ay Asda, we find that entertainment product prices / offers are particularly likely to spark positive conversations. Therefore, a social campaign promoting this category of products is likely to have a disproportionate impact on the value perception of Asda amongst social media users. Within conversations about quality, consumers often express pleasant surprise at the quality of Asda’s own- label products, so continuing to make these a focus for campaign activity is likely to help Asda continue to be seen as offering good value for money, as distinct from just ‘cheap’.3
Inform strategy “The Asda Smart price longlife“ASDA WILL HAVE THE CHEAPEST FIFA unsweetened soya milk£25 MIDNIGHT RELEASE!!!!” is great....lower in carbs than other soya milk and cheap...” Asda Customer Pledges by Percentage of All Social Media Conversations About Asda and by Sentiment Every Day Low Prices Always Available Quality You Can Trust Happy To Help Best For New 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Percentage of All Social Media Conversations Positive Negative Neutral4
Inspire creative contentJust because the insight is social doesn’t mean the Example: John Lewis.campaign has to be.No matter what channels, experiences or activations are Though the 2011 John Lewis Christmas ad launchedused within a campaign, we can use social content to digitally first, many responses within social media were inidentify insights – provided the campaign is actually response to the screening of the advert on TV.being discussed of course. Whatever the channel, there are learnings that can beOne particular use of social insight for campaigns is to taken to inspire content for future campaigns.analyse consumer comments as to what content reallyworks, and to take those comments into future creative Though there were many aspects of the advert that drewdevelopment. comment, the various spoofs of the advert, together with associated discussion as to what was ‘in the box’, really drove significant volumes of discussion. It would seem that the part of the story that went untold was what really captured the imagination of the audience, allowing them to fill in the rest of the story for themselves. This learning could be taken into future campaigns.5
Inspire creative content Create a space for imaginations to run riot Topics of Conversations about the John Lewis 2011 Christmas Advert Within Social Media Favourable comments about the boy Emotional reaction Favourable comments about the music Other favourable comments Unrealistic concept Unfavourable comments about the music Other unfavourable comments Spoofs/ Remixes Debate about whats in the box Other neutral comments 0% 2% 4% 6% 8% 10% 12% 14% 16% 18%6
Optimise integrationAnalysing social content can help to optimise and Example: BA ‘The Race’prove the case for campaign integrationDescriptions of where and how content is viewed, the BA’s most recent advert, ‘The Race’, the latest in thetimes when content is commented on, and the links that airline’s ‘To Fly. To Serve’ campaign, debuted digitally.are shared, can all provide insight as to what channelsare most effective in seeding content and promoting The YouTube video was quickly picked up and shared bysocial media discussion. message board users on Airliners.net and Flyertalk.com. 29% of conversations took place on forums before the ad made its TV debut, compared to just 2% afterwards, suggesting users were keen to discuss the content before the wider public viewed it on TV. The TV debut amplified social buzz around the advert, with volumes increasing. Despite the changes in platform used to comment on the content post-TV debut, the topics of conversation remained quite constant, suggesting a similar response from different audiences. In this case, integration appears to have orchestrated an impactful debut.7
Optimise integration Focus of ‘The Race’ conversations by volume & sentiment during first 36 hours pre-TV 100 90 80 70 60 50 40 30 20 10 0 Sharing ad Enjoyed it Shared and enjoyed Concept Advertising news Query Disliked it Comment on luggage being lost Very favourable Favourable Balanced Unfavourable Response to digital debut of BA ‘The Race’.8
Optimise integration Focus of ‘The Race’ conversations by volume & sentiment 600 500 400 300 200 100 0 Enjoyed it Sharing ad Shared and Advertising Comment on Disliked it Encouraging Concept Follow-up enjoyed news luggage being users to join interviews lost Facebook page Very favourable Favourable Balanced Unfavourable Response to TV debut of BA ‘The Race’.9
Identify the impact on customer expectationsThe response within social media to a campaign can Example: BA ‘To Fly. To Serve’help organisations understand the impact of thecampaign on customer expectations. The first advert in BA’s ‘To Fly. To Serve’ campaign inThis information means that organisations are able to September 2011 was very well-received within socialunderstand where they need to prioritise delivery in order media, and had a positive impact on overall discussionsto ensure that the promise as interpreted by customers is around the brand.delivered on. However, a small group of customers took to social media to contrast the promise with their own experiences of the airline’s service delivery. Whilst there will always be unhappy customers, these responses underline the imperative for BA to deliver on its service promise at all times.10
Identify the impact on customer expectations “Shocking individual at gate B47 tonight in #Britishairways T5. just find your own visa he barked at me. To Fly. To Serve - dont think so!” Volume & Sentiment of Social Media Reaction to BA ‘To Fly. To Serve’ advert 1,000 900 800 Volume of Relevant Social Media Content 700 600 500 400 300 200 100 0 Highly Favourable Reaction Favourable / Neutral Response Critical Comment11
Identify the ‘IROI’These examples demonstrate that any campaign has In an age in which it is increasingly important tothe potential to generate insight via the social media demonstrate ROI, identifying what insight will beresponse. sought from a campaign response provides anIn fact, considering what insight might be gleaned from a additional ROI – IROI, Insight Return on Investment.campaign should be an important consideration in theplanning of a campaign, and research can be put in placeaccordingly.12
Thank you.Dan MilesNew Business ConsultantPrecisew Bus+44 (0)20 7264 firstname.lastname@example.org@PreciseTweetswww.precise.co.uk