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.

1. Ben Soubiesb.soubies@talkwalker.com
HEAD OF APAC,
TALKWALKER
SINGAPORE ~ SEPTEMBER 19 - 20, 2018
DIGIMARCONAPAC.COM | #DigiMarConAPAC
DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore
From Social Insights
to Business Impact
KEYNOTE

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.

4. Sentiment analysis
4

5. Sentiment analysis
5

6. Image recognition
Object-pizza
Object-wine_glass
Scene-outdoor
Scene-coast
Scene-bridge
6

7. Social Media Photos – decode consumer behaviour
7

8. Interesting or Useful?
8

9. Creating Impact with social listening
9

10. 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

11. SOLUTION : first results
11

12. SOLUTION: analysis of UGC
12
Definition of clusters/keywords linked to the values of the Bella&Brava

13. SOLUTION : method
13

14. LEARNINGS: ranking of the best European cities
14
Based on dummy data

15. LEARNINGS:
15
72% indoor images - 38% outdoor images (especially in cities by the sea)

16. LEARNINGS:
16
Different perception and use of ingredients compared to Italy

17. LEARNINGS:
17
Most associated object: glass/drink (in many cases the drink was Aperol Spritz)

18. 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

19. From Social Insights
to Business Impact
19

20. 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

21. 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

22. 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

23. talkwalker.com
Take the most from technology
23

24. talkwalker.com
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

25. No “One size fits all"
25

26. Measure beyond vanity metrics
26
Digital Impact
Business
Impact
Conversion
Revenue
INSIGHT
IMPACT

27. 27
Impact starts here.