Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Social Consumer Insights: Why social is a vital component for uncovering the right data

1,643 views

Published on


Understand the shifting use cases of social intelligence platforms.
Why social intelligence platforms are the backbone of a marketing practice.
How to take action by distributing insights, engaging employees, and empowering teams with social data.

Published in: Social Media

Social Consumer Insights: Why social is a vital component for uncovering the right data

  1. 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. 2 #brandwatchtips © 2016 Brandwatch.com Coming Up ● Evolution of the “social marketing strategy” ● Challenges Consumer Insights professionals face & applicable solutions ● Q&A
  3. 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. 4. Let go of your “social marketing” strategy Melissa Parrish, VP, Research Director
  5. 5. © 2016 Forrester Research, Inc. Reproduction Prohibited 6 Agenda › Why social intelligence? › Technology Landscape v. Strategy › Social contributes to business success
  6. 6. If you think of it as social marketing…
  7. 7. …you will miss out.
  8. 8. Social’s value is in people.
  9. 9. And people have conversations.
  10. 10. © 2016 Forrester Research, Inc. Reproduction Prohibited 11 Source: “Defining Social Intelligence” Forrester report The social intelligence life cycle
  11. 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. 12. © 2016 Forrester Research, Inc. Reproduction Prohibited 13 Agenda › Why social intelligence? › Technology Landscape v. Strategy › Social contributes to business success
  13. 13. © 2016 Forrester Research, Inc. Reproduction Prohibited 14 The Social Technology Landscape Is Over-crowded and complex
  14. 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. 15. © 2016 Forrester Research, Inc. Reproduction Prohibited 16 Social Across The Customer Lifecycle
  16. 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. 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. 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. 19. © 2016 Forrester Research, Inc. Reproduction Prohibited 20 Agenda › Why social intelligence? › Technology Landscape v. Strategy › Social contributes to business success
  20. 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. 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. 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. 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. 24. © 2016 Forrester Research, Inc. Reproduction Prohibited 25
  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. 26. © 2016 Forrester Research, Inc. Reproduction Prohibited 27
  27. 27. © 2016 Forrester Research, Inc. Reproduction Prohibited 28
  28. 28. © 2016 Forrester Research, Inc. Reproduction Prohibited 29 Use Social To Ignite Post-Digital
  29. 29. © 2015 Forrester Research, Inc. Reproduction Prohibited 30 Post-Digital hangs its hat on three principles
  30. 30. © 2015 Forrester Research, Inc. Reproduction Prohibited 31 Be human: “create, cocreate, and curate”
  31. 31. © 2015 Forrester Research, Inc. Reproduction Prohibited 32 Be helpful: insights into construction
  32. 32. © 2015 Forrester Research, Inc. Reproduction Prohibited 33 Be handy: from 1:1 to 1:moment
  33. 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. 34. 35 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Social Intelligence & Consumer Insights
  35. 35. 36 #brandwatchtips © 2016 Brandwatch.com “At it’s core, social listening platforms reveal customer insights.” FORRESTER, “UNRAVELLING THE SOCIAL TECHNOLOGY WEB”
  36. 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. 37. 38 #brandwatchtips © 2016 Brandwatch.com Collecting Data Processing Data Discovering Insights Activating Insights Social intelligence supports...
  38. 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. 39. 40 #brandwatchtips © 2016 Brandwatch.com Challenge Collecting the complete Voice of the Customer 1. Collect Data
  40. 40. 41 #brandwatchtips © 2016 Brandwatch.com Solution ● Raw Voice of the Customer at a quantitative scale ● Fast, cost-effective, accurate
  41. 41. 42 #brandwatchtips © 2016 Brandwatch.com Example M&S / ‘Major retailer’
  42. 42. 43 #brandwatchtips © 2016 Brandwatch.com Challenge Time to Insight 3. Discover Insights
  43. 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. 44. 45 #brandwatchtips © 2016 Brandwatch.com
  45. 45. 46 #brandwatchtips © 2016 Brandwatch.com Challenge Activating Insights 4. Activate Insights
  46. 46. 47 #brandwatchtips © 2016 Brandwatch.com Solution Beautiful visualization walls to distribute insights
  47. 47. 48 #brandwatchtips © 2016 Brandwatch.com
  48. 48. 49 #brandwatchtips © 2016 Brandwatch.com Bonus Challenge Clarifying questions from inside the business
  49. 49. 50 #brandwatchtips © 2016 Brandwatch.com Solution ● Social research methodology is more flexible ● Re-segment data as you go
  50. 50. 51 #brandwatchtips © 2016 Brandwatch.com Example Dry hair example
  51. 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. 52. 53 #brandwatchtips © 2016 Brandwatch.com
  53. 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. 54. 55 #brandwatchtips © 2016 Brandwatch.com© 2016 Brandwatch.com Q&A

×