The Future is Social - Social Media Research in Action Gaelle Bertrand's presentation to the NewMR Embracing the Future Event November 2015

1. The future is social
Gaelle Bertrand, Kantar Media, November 2015
The future is social
Social Media Research in Ac5on
Gaelle Bertrand
Kantar Media
18th November 2015
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates
Keen as Mustard

2. The future is social
Gaelle Bertrand, Kantar Media, November 2015
The value of strategic
social media listening
“The benefits of social listening come when you feed the
insights gained back into your organisation, when and
where they’re needed. In this way, social listening
contributes to your broader big data mission to
gain intelligence in the moment.”
Anand Rao, Innovation Lead for PwC’s US Data and
Analytics practice

3. The future is social
Gaelle Bertrand, Kantar Media, November 2015
Some defini5ons
Social media monitoring
The passive observation of social data, including
tracking, identifying, and analyzing online
conversations with the intent to understand
consumer opinion on topics.
Social intelligence
Consumer and business insights derived from social
media channels, used to drive business strategy and
answer business questions.

4. The future is social
Gaelle Bertrand, Kantar Media, November 2015
Tools and dashboards only take you so far
Dashboards Insight
Why and Now What?
Real Dme
Automated
Human analysis
What?

5. The future is social
Gaelle Bertrand, Kantar Media, November 2015
Big data vs. Small data
“If you are open and willing to
experiment perhaps you will also find
out that the real value in this data is in
understanding the conversation not
just in the numbers.”
Darren Hanson, Head of Insights,
Orange

6. The future is social
Gaelle Bertrand, Kantar Media, November 2015
4G Launch
experienceCustomer
experience
Image adapted from Ashworth CreaDve
Our experience with Orange

7. The future is social
Gaelle Bertrand, Kantar Media, November 2015
4G Launch
experienceCustomer
experience
When sen5ment is not enough

8. The future is social
Gaelle Bertrand, Kantar Media, November 2015
When sen5ment is not enough

9. The future is social
Gaelle Bertrand, Kantar Media, November 2015
Thank You!

10. The future is social
Gaelle Bertrand, Kantar Media, November 2015
Q & A
Ray Poynter
The Future Place
Gaelle Bertrand
Kantar Media
#NewMR 2015
Corporate Sponsors
#NewMR 2015
Supporters
Schlesinger Associates
Keen as Mustard