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.

Storytelling with Dashboards and Vizia - Doing More With Social

899 views

Published on

In this session we'll focus on making the data message suit the medium, and specifically explore data storytelling through the Brandwatch Analytics and Vizia platforms.

Published in: Social Media
  • Be the first to comment

  • Be the first to like this

Storytelling with Dashboards and Vizia - Doing More With Social

  1. 1. Good Data Storytelling REBECCA CARSON / GLOBAL DIRECTOR, RESEARCH SERVICES
  2. 2. Foreshadowing • What • Why • How • Who BRANDWATCH.COM
  3. 3. Beginning /What & Why? BRANDWATCH.COM
  4. 4. Data Storytelling Telling someone about insight derived from data, and what they can do about it, in a way that they can remember and retell to someone else. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  5. 5. BRANDWATCH.COM An Insight is an accurate and deep understanding
  6. 6. BRANDWATCH.COM An Actionable Insight is a data driven idea that informs us in doing something new or differently
  7. 7. BRANDWATCH.COM Insight + Decision Maker = Actionable Insight
  8. 8. Middle /How? BRANDWATCH.COM
  9. 9. Two major aspects to data storytelling BRANDWATCH.COM Compelling Narrative Effective Visualisation
  10. 10. How? / Narrative BRANDWATCH.COM
  11. 11. BRANDWATCH.COM It all starts with good questions
  12. 12. BRANDWATCH.COM Know your audience
  13. 13. BRANDWATCH.COM I don’t want to begin something, I don’t want to write the first sentence until all the important connections in the novel are known to me. As if the story has already taken place, and it’s my responsibility to put it in the right order to tell it to you. - John Irving
  14. 14. Think about how findings combine to form themes BRANDWATCH.COM
  15. 15. Build knowledge in layers BRANDWATCH.COM
  16. 16. Connect questions with answers BRANDWATCH.COM
  17. 17. Highlight the unexpected
  18. 18. BRANDWATCH.COM Every word matters
  19. 19. How? / Visuals BRANDWATCH.COM
  20. 20. BRANDWATCH.COM Form & Function
  21. 21. BRANDWATCH.COM Direct attention
  22. 22. BRANDWATCH.COM Position Matters
  23. 23. BRANDWATCH.COM Position Matters
  24. 24. BRANDWATCH.COM Emphasis; If everything is emphasised, nothing is emphasised
  25. 25. Mindful use of colour NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  26. 26. BRANDWATCH.COM Keep it clean
  27. 27. Example BRANDWATCH.COM
  28. 28. Conversation about missing NHS appointments NOW YOU KNOW | #NYKCONF BRANDWATCH.COM 2% 2% 4% 4% 6% 7% 9% 10% 14% 21% 51% Booking/Rebooking Fear/Stigma Forgetfulness Reminder Transports Consequences Delays Other Health Issues Inefficacy Politics Costs/Charges THEMES/ REASONS General Public Patient HCP 46% 25% 62% 24% 5% 10% 6% 19% 5% 6% 11% 5% 1% 15% 5% 7% 3% 5% 2% 9% - 3% 4% 5% 4% 2% 5% 1% 4% - - 5% - THEMES BY AUTHOR TYPES
  29. 29. -1% 7% 27% -21% 3% -2% 3% 16% Late Patient HCP How can we help patients keep their appointments? NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Patients in social don’t report forgetting appointments, but transport is an issue; focus online appointment services more on transport advice than reminders. The general public care about NHS costs, but don’t make the link to the impact of their own missed appointments; focus messaging on working together to improve efficiency. Patient Forgetfulness Transport Issues NHS Inefficiency Cost to NHS UK Average UK Average
  30. 30. Who? BRANDWATCH.COM
  31. 31. BRANDWATCH.COM
  32. 32. BRANDWATCH.COM
  33. 33. “Analyst” Personality Types BRANDWATCH.COM Reserved, quiet Loathe contradictions and illogicalness Like to work alone Have little interest in everyday concerns Quite independent of social relationships and very self-reliant.
  34. 34. Meet some of our social analysts BRANDWATCH.COM Music industry Human Geography English Literature Psychology Politics Business Linguistics Economics Marketing Creative Writing PR & Comms
  35. 35. Abilities Spot “interesting” through noise Make connections between things Read and understand data Explain that data simply BRANDWATCH.COM
  36. 36. Qualities Curiosity Empathy Self awareness Scepticism BRANDWATCH.COM
  37. 37. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM
  38. 38. End / Things to remember BRANDWATCH.COM
  39. 39. Good data storytelling is the link between insight and action .
  40. 40. NOW YOU KNOW | #NYKCONF BRANDWATCH.COM Narrative Visuals Time & Thought The Right People

×