Agile, adaptive customer intelligence using social media by Jess Owens

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Agile, adaptive customer intelligence using social media by Andrew Needham and Jess Owens at Insight Innovation Exchange Europe 2014

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  • Image: Philipp Boy of Germany, London 2012 Olympics. (Mike Blake/Reuters)
  • Agile, adaptive customer intelligence using social media by Jess Owens

    1. 1. Agile, adaptive customer intelligence using social media Jess Owens, @FaceResearch 1
    2. 2. Our clients are already engaging in "agile marketing"… Can research keep up?
    3. 3. agile ˈ adʒʌɪl/ adjective 1. Able to think and understand quickly. 2. Able to move quickly and easily.
    4. 4. Using social media research, insight can keep up in real-time We tracked the UK horsemeat crisis as soon as it started Key stats in 2 hours: email at 23:39 4
    5. 5. There's already buzz about agile qual research From… To… Matt Warta of GutCheckit, working with Proctor & Gamble
    6. 6. What does social media research add to the mix?
    7. 7. When crisis hits, the value of an agile response is immediate 7
    8. 8. Great Britain Indonesia USA Malaysia Nigeria Ireland India Spain France South Africa Other 07 May 2013, 10 pm the rumour spreads on Twitter How fast does news travel? 10 PM 8 PM 11 PM 9 PM Wed 08 1 AM 10 PM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM Conversations about Alex Ferguson retirement by the hour by country 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM
    9. 9. What's the process? Real-time      Topics Threats Quant stats Customer voice Influencer IDs Day 2  Advanced visualisations  'What it all meant' story for press or senior execs Next week  Network analysis of community structure  Strategic plans for next time
    10. 10. adapt əˈdæpt verb 1. To change (something) so that it functions better or is better suited for a purpose 2. To change your behavior so that it is easier to live in a particular place or situation 10
    11. 11. Social media data is always-on
    12. 12. Truly adaptive research needs to empower the client-as-superuser

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