1.
1
#brandwatchtips
© 2016 Brandwatch.com
Webinar/
Social Consumer Insights:
Why social is a vital component for uncovering the right data
CMO, Brandwatch
will@brandwatch.com | @willmcinnes
Will McInnes
VP & Principal Analyst, Forrester Research
Melissa Parrish

2.
2
#brandwatchtips
© 2016 Brandwatch.com
Coming Up
● Evolution of the “social marketing strategy”
● Challenges Consumer Insights professionals face
& applicable solutions
● Q&A

3.
3
#brandwatchtips
© 2016 Brandwatch.com3
Don’t be shy/
We’d love your participation
• Ask questions in the
session chat
• Tweet about our
discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar
will be made available after the event

4.
Let go of your “social marketing” strategy
Melissa Parrish, VP, Research Director

5.
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success

6.
If you think of it as social marketing…

7.
…you will miss out.

8.
Social’s value is in people.

9.
And people have conversations.

10.
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Source: “Defining Social Intelligence” Forrester report
The social intelligence life cycle

11.
© 2016 Forrester Research, Inc. Reproduction Prohibited 12
Grammy’s Fail
› CBS all access was down
during the Grammys
› Angry customers tweeting
› Promoted tweet shows up…

12.
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success

13.
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
The Social Technology Landscape
Is Over-crowded and complex

14.
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
Careful planning prevents social media overkill
Source: Forrester Report: Drive Social Marketing Success With The POST Process

15.
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
Social Across The Customer Lifecycle

16.
© 2016 Forrester Research, Inc. Reproduction Prohibited 17
Determine which social tools fit the phase
Source: Forrester report: You don’t Need A Social Marketing Strategy

17.
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
Social Intelligence tools assist across the entire
lifecycle
Source: Forrester report: You don’t Need A Social Marketing Strategy

18.
© 2016 Forrester Research, Inc. Reproduction Prohibited 19
At it’s core, social listening platforms to reveal
customer insights
1. Monitoring
2. Messaging Optimization
3. Market Research

19.
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success

20.
© 2016 Forrester Research, Inc. Reproduction Prohibited 21
Companies don’t mature because they
keep social data contained.
PR/corporate communicationsMarketing
Customer supportCompetitive intelligence
Social data

21.
Operations
Sales, Lead
Generation
Research and
Development
Market Insights Customer ExperienceCreative
Media Planning
Analytics
Human ResourceseCommerce
Brand Protection,
Risk Management
Compliance
Marketing PR/Corporate
Communications
Competitive
Intelligence
Customer Support
SOCIAL DATA

22.
© 2016 Forrester Research, Inc. Reproduction Prohibited 23
Source: Forrester’s Q4 2015 Global Enterprise Social Listening Platforms Customer Reference Phone/Online Survey
New use cases emerge for social insights

23.
© 2016 Forrester Research, Inc. Reproduction Prohibited 24
Customer Care Teams Use Social to Delight Angry
Customers
› Social as a customer service channel has been percolating for a while now.
› But social can be leveraged to preemptively delight customers.

24.
© 2016 Forrester Research, Inc. Reproduction Prohibited 25

25.
© 2016 Forrester Research, Inc. Reproduction Prohibited 26
Image source: https://www.alexandani.com/blog/tag/alex-and-ani-gift-guide/
Product teams use social insights for feedback and
development.
› Brands ask fans and follows what they think of products directly
› Customers are speaking openly about products and how they use them on
social, including posting images

26.
© 2016 Forrester Research, Inc. Reproduction Prohibited 27

27.
© 2016 Forrester Research, Inc. Reproduction Prohibited 28

28.
© 2016 Forrester Research, Inc. Reproduction Prohibited 29
Use Social To Ignite Post-Digital

29.
© 2015 Forrester Research, Inc. Reproduction Prohibited 30
Post-Digital hangs its hat on three principles

30.
© 2015 Forrester Research, Inc. Reproduction Prohibited 31
Be human: “create, cocreate, and curate”

31.
© 2015 Forrester Research, Inc. Reproduction Prohibited 32
Be helpful: insights into construction

32.
© 2015 Forrester Research, Inc. Reproduction Prohibited 33
Be handy: from 1:1 to 1:moment

33.
© 2016 Forrester Research, Inc. Reproduction Prohibited 34
Key Takeaways
It starts with Social Insights.
Follow POST to align strategy with tool selection.
Social Insights help improve functions around
your business.

34.
35
#brandwatchtips
© 2016 Brandwatch.com© 2016 Brandwatch.com
Social
Intelligence
& Consumer
Insights

35.
36
#brandwatchtips
© 2016 Brandwatch.com
“At it’s core, social listening platforms
reveal customer insights.”
FORRESTER, “UNRAVELLING THE SOCIAL TECHNOLOGY
WEB”

36.
37
#brandwatchtips
© 2016 Brandwatch.com
1. Collect
Data
2. Process
Data
3. Discover
Insights
4.
Activate
Insights
4 steps in Consumer Insights work:

37.
38
#brandwatchtips
© 2016 Brandwatch.com
Collecting
Data
Processing
Data
Discovering
Insights
Activating
Insights
Social intelligence supports...

38.
39
#brandwatchtips
© 2016 Brandwatch.com
What keeps you up at night?
• Fully understanding customers
• Working more efficiently
• How to best activate insights
• Getting great quality questions from inside the business

39.
40
#brandwatchtips
© 2016 Brandwatch.com
Challenge
Collecting
the complete
Voice of the
Customer
1.
Collect
Data

40.
41
#brandwatchtips
© 2016 Brandwatch.com
Solution
● Raw Voice of the Customer
at a quantitative scale
● Fast, cost-effective,
accurate

41.
42
#brandwatchtips
© 2016 Brandwatch.com
Example
M&S / ‘Major retailer’

42.
43
#brandwatchtips
© 2016 Brandwatch.com
Challenge
Time
to Insight
3.
Discover
Insights

43.
44
#brandwatchtips
© 2016 Brandwatch.com
Solution
● Automate tags and categories that matter
for your business
● Library of predefined, customizable use cases
● Visualize dynamic representations of audiences,
networks and discussion topics that highlight trends
● Get support from a team of experts

44.
45
#brandwatchtips
© 2016 Brandwatch.com

45.
46
#brandwatchtips
© 2016 Brandwatch.com
Challenge
Activating
Insights
4.
Activate
Insights

46.
47
#brandwatchtips
© 2016 Brandwatch.com
Solution
Beautiful visualization
walls to distribute insights

47.
48
#brandwatchtips
© 2016 Brandwatch.com

48.
49
#brandwatchtips
© 2016 Brandwatch.com
Bonus
Challenge
Clarifying
questions
from inside
the business

49.
50
#brandwatchtips
© 2016 Brandwatch.com
Solution
● Social research methodology is more flexible
● Re-segment data as you go

50.
51
#brandwatchtips
© 2016 Brandwatch.com
Example
Dry hair example

51.
52
#brandwatchtips
© 2016 Brandwatch.com
What keeps you up at night?
• Fully understanding customers
• Working more efficiently
• How to best activate insights
• Getting great quality questions from inside the business

52.
53
#brandwatchtips
© 2016 Brandwatch.com

53.
54
#brandwatchtips
© 2016 Brandwatch.com
Key Takeaways
● Social intelligence support the full chain of activities
● Social provides qualitative detailed and direct, raw Voice of
Customer
● Social research methodology is more flexible/exploratory

54.
55
#brandwatchtips
© 2016 Brandwatch.com© 2016 Brandwatch.com
Q&A