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From Social Insights to Business Impact - Ben Soubies, Talkwalker


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Digital has changed the way consumers and businesses communicate with each other. It is creating on one hand new opportunities but also new threats and risks. Transitioning from insights to impact is key and we will see how companies can leverage social & online listening to their advantage.

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From Social Insights to Business Impact - Ben Soubies, Talkwalker

  1. 1. Ben HEAD OF APAC, TALKWALKER SINGAPORE ~ SEPTEMBER 19 - 20, 2018 DIGIMARCONAPAC.COM | #DigiMarConAPAC DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore From Social Insights to Business Impact KEYNOTE
  2. 2. Benjamin Soubies - Head of APAC at Talkwalker Having worked for TBWA, Gartner and Talkwalker Ben brings a lot of market research experience to the table. For years he has been advising companies across the world on how to leverage the digital age to their advantage. Today as Head of APAC at Talkwalker Ben advises partners and organisations on best practices in monitoring, measuring and analysing online conversations. Talkwalker is a listening and analytics company that empowers over 1,000 brands and agencies to optimize the impact of their communication efforts. We provide companies with an easy-to-use platform to protect, measure and promote their brand worldwide, across all communication channels. Talkwalker's state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. Talkwalker has offices in New York, Luxembourg, San Francisco, and Frankfurt. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.
  3. 3. Sentiment analysis 4
  4. 4. Sentiment analysis 5
  5. 5. Image recognition Object-pizza Object-wine_glass Scene-outdoor Scene-coast Scene-bridge 6
  6. 6. Social Media Photos – decode consumer behaviour 7
  7. 7. Interesting or Useful? 8
  8. 8. Creating Impact with social listening 9
  9. 9. OBJECTIVE: business expansion 10 Bella&Brava wants to open a new location in Europe. They asked Openknowledge to identify the top 10 cities following a “digital-first” approach, that is to say analysing social data
  10. 10. SOLUTION : first results 11
  11. 11. SOLUTION: analysis of UGC 12 Definition of clusters/keywords linked to the values of the Bella&Brava
  12. 12. SOLUTION : method 13
  13. 13. LEARNINGS: ranking of the best European cities 14 Based on dummy data
  14. 14. LEARNINGS: 15 72% indoor images - 38% outdoor images (especially in cities by the sea)
  15. 15. LEARNINGS: 16 Different perception and use of ingredients compared to Italy
  16. 16. LEARNINGS: 17 Most associated object: glass/drink (in many cases the drink was Aperol Spritz)
  17. 17. Next steps… 18 Based on these insights, Bella&Brava made travel plans to evaluate the main locations identified, including among the destinations some cities that, according to the most traditional market analyses, would not have even been taken into consideration. “Nowadays it is important to integrate digital and technology with classic analysis methods, to be able to go one step further than the competition and provide further support for their entrepreneurial instinct, which remains a crucial element for making more strategic business decisions”. Pietro Peccenini, CEO of Bella&Brava
  18. 18. From Social Insights to Business Impact 19
  19. 19. Sources: AOL/Nielsen, Global Index, B2B Community Internet users have average of 7 social accounts 2.46 Billion Social Media Users, +21% more social media users year on year 27 million pieces of content are shared every day, and 3.2 billion images are shared each day Digital has changed the way consumers and businesses communicate with each other 20
  20. 20. Brands are listening to conversations to answer the 5W questions WHAT Messages Content Trends WHERE Channels Global & Local Markets WHEN Time Engagement WHY Consumer Insights Market Trends WHO Influencers Audiences 21
  21. 21. 22 Protect Promote Measure Issue Tracking Reputation Management Crisis Management PR Measurement Social Measurement Brand Health Measurement Influencer Management Content Ideation & Recommendations Consumer Insights Competitive Intelligence Trend Research Campaign Optimization Framework to manage and take value out of Social Listening
  22. 22. Take the most from technology 23
  23. 23. Develop digital culture & mindset 24 • Analyze the discussions around your brand • Identify the departments that will benefit from web data and social networks LISTEN • Use social media insights to make better decisions • Share information related to the strategy of the company and its departments ACT • Social media data is fully integrated into the company's decision-making process. • Key information is shared with each relevant team at the right time. TRANSFORM
  24. 24. No “One size fits all" 25
  25. 25. Measure beyond vanity metrics 26 Digital Impact Business Impact Conversion Revenue INSIGHT IMPACT
  26. 26. 27 Impact starts here.