Social Media Data & Customer Research

Social Media Masterclass
19th of November 2016
London

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Did celebrities teach us how to use Social Media?

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Social Media is only really 5 years old
is it any wonder….

Social and Google Listings
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Google and Hashtags
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Google and Links
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 Understand the Trust in Social Media
 Understand Human centered design.
 Undertsand how stories work in a social
media.
 How to use data to understand an audience.
 How to create a customers avatar
 How to create good original content.
 What to do if things go wrong.
By the end of today you will have
new skills..

 Social Capital
 Trust in Society
 Clue Train Manifesto
 Voice
The last session.

 Markets are conversations.
 Markets consist of human beings, not demographic sectors.
 Conversations among human beings sound human. They are conducted in a
human voice.
 Whether delivering information, opinions, perspectives, dissenting arguments
or humorous asides, the human voice is typically open, natural, uncontrived.
 People recognize each other as such from the sound of this voice.
 The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media.
 In both internetworked markets and among intranetworked employees, people
are speaking to each other in a powerful new way.
 These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
 As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
 People in networked markets have figured out that they get far better
information and support from one another than from vendors. So much for
corporate rhetoric about adding value to commoditized products.
Here are the first 10 points

Trust & Commitment come from
authentcity

Finding your voice Part 1
 Sound human
 Tell don’t sell.
 Avoid corporate speak or fluffy brochure talk
 Your followers need to feel that there is an
engaged person behind every tweet, post,
picture or pin.
 Don’t be afraid to have a little personality:
everything should sound or read as though it’s
something a person would say not a marketing
machine.

Conversations that failed. -
Starbucks #Fail
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 #RaceTogether failed because of
 (1) poor brand alignment,
 (2) authenticity deficit
 (3) poor reaction.
Starbucks #Fail
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Choose Hashtags with care.
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The first step on the Trust Curve
 The sip pitch. – It is the pitch you can do
whilst someone is taking a sip of their drink.
 A sip pitch is always the answer to the
question about what you do. Or what your
project is.
 So what do you do......
 Oh me? I ……….
 It it a good sip pitch it will be intriguing
enough to illicit another question.

The Trust Curve & Social Media
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Social media
gives
momentum
Sip
Pitch

What tools are there for getting to know an
audience?

 https://etherpad.net/p/ICCE
Please now go to...
Follow the instructions about
Followerwonk.

Competitor Analysis
 Look at the percentage of @contacts, Retweets
and URL tweets
 Who is the most ‘social’?
 What is Pact Coffee doing that is different to
the rest?
 Look at their twitter pages and see who is being
the most human?

Influencer marketing identifies those which have the most
influence over potential buyers, and orientates marketing
activity around these influencers.
There is a 85% correlation between followers numbers and
influence.
They can often speak in a tone that the brand finds difficult
to emulate.
It takes a lot of careful work to turn an influencer into an
advocate.
Influencers

Journalists,
Academics,
Industry analysts,
Professional advisors,
Celebrities, and
Individual brand advocates.
Types of Influencer

Mannie Mua – 1.9 m followers

How would you influence an
influencer?

Rule 65: Every cat leads to another cat.
Hemingway and Anonymous.

How to get involved in
conversations.
 Find your industry’s hashtags.
 Find people you like who are building up social
capital. Follow them.
 Retweet what you agree with. But always make
a comment.
 They will then follow you.

 #SocEnt (social entrepreneur/entrepreneurship)
 #SocEntChat (monthly social entrepreneur chat by Ashoka)
 #socialentrepreneur (for those who don’t know about #SocEnt)
 #Prize4SC (prize for social change)
 #4change (that’s right, “for change”)
 #BoP (base/bottom of the pyramid)
 #nonprofit (self-explanatory)
 #nptech (nonprofit technology)
 #SSIR (Stanford Social Innovation Review)
 #i4c (internet for change)
Research your industry’s Hashtags &
Conversations

Marina Joyce – When trust and
authenticity get kidnapped!

Other research tools
 Nuzzle – Discover most shared content
between a Twitter group.
 BuzzSumo – Discover what content gets
shared most by competitor. Find out what
content is liked.
 Followerwonk – How social are your
competitors.
 Bluenod – A visual way of finding influencers
 SimilarWeb – Good for SEO strategy

Creating a customer profile
 What content do they respond to? (Use
BuzzSumo)
 What is the male female ration. (Use
Followerwonk)
 How much time on spent online
(Followerwonk)

Video
 8 Billion Videos a day on Facebook.
 200m Periscope broadcasts.
 Gets 15-20% engagement rates. (Unheard
of before now in display advertising)
 Between 15-30 seconds maximum.
 Social Media Content Distribution tools are
the best. They have the best targeting.

Video Strategy
 Only 5% of content gets shared or goes viral
in any way?
 You need to get confident building your own
distribution channels using data?
 What is data? And what is it’s relationship
with creativity?

 Goldsmiths Video Fragment
A small video advertising Case
Study

 Video engagement can mean a hundred
different things: watching the ad, watching
part of it, starting the ad, clicking on the ad,
finishing the ad,
 Read more:
http://insights.wired.com/profiles/blogs/how-
to-measure-engagement-for-online-
video#ixzz3rp7G3RaV
Video Engagement
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Now it is your turn...
Follow the instructions about Putting in a paid
for Twitter or Facebook Campaign.

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We tend to live in the
distracted present, where the
forces of the periphery are
magnified and those of in front
of us ignored. Our ability to
create, plan, much less follow
through on, is undermined by
our need to be able to
improvise our way through any
number of infernal impacts
that stand to derail us at any
moment.
Douglas Rushkoff
Present Shock

Narrative Collapse
There is no society doesn’t tell
stories.
Storytelling is how we transmit
value, it has a cultural use.
It creates context. It is
comforting and orienting. It
helps smooth out obstacles
and impediments by recasting
them as bumps along the road
to some better place.
But
How do we tell stories and
convey values without the time
required to tell a linear story?

 Create a character
 Put them in danger
 Heighten tension unbearably
 Release tension (with a product).
Traditional Narrative Technique
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This misuse of Narrative
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Douglas Rushkoff
- 'You don't click the remote to
change channels because you
are bored, but because you
are mad. Someone you don't
trust is attempting to make you
anxious.'
What makes you change TV
channels?

The aesthetics of social media form is
the fragment

Small Fragments
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Teeny Weenie Fragments
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Best Practice – Content Length
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 Fragments are often de-
contextualised. You don’t
know what came before of
after.
 You have to build context
– You have to create a
sense of satisfaction in
non narrative means.
 How do you rebuild
context and narrative?
 Your trust provides the
glue.
What provides the glue?

For this afternoon’s creative session, If you
don’t want to think about one of your own
projects you can use the Bean&Gone Brief.
Bean & Gone

 Read the Article on the MailOnline.
 What would you have done?
 How did Benefit make the situation worse?
What if it all goes Wrong?

 Having your content scraped. OR
 Google starts hammering you..
 ‘Purely scraped content, even from high quality sources, may
provide any added value to your users with additional useful
services or content provided by your site; it may also
constitute copywright infringement in some cases. It’s
worthwhile to take the time to create original content that sets
your site apart. This will keep your visitors coming back and
will provide more useful search results for user.’ GOOGLE
POLICY DOC
Other things that go wrong

 Is it a troll? If so don’t feed it. Find out who they
are? Are they real or not?
 If you have built a community, they will also protect
you.
 If real don’t delete.
 If troll – delete comments, ban the user, don’t
engage.
 Explain to others why they were banned.
A complaint is posted.

 Most People just want to be heard.
WE HEAR WHAT YOU ARE SAYING. IF YOU
WOULDN’T MIND SENDING IS YOUR EMAIL
ADDRESS OR PHONE NUMBER, WE’RE
HAPPY TO TALK TO YOU ABOUT THIS.
This works 99% of the time.
A complaint is posted...

Create an internal policy.
Make sure everyone knows the policy
Who will reply
How long will it take to reply
What they will say.
5 Steps for dealing with online
criticism

You don’t know if this could blow up
Rule of Thumb - get it out of writing as
soon as possible.
Hear the tone of voice. See the body language.
The last thing you want is to get defensive in
some back and forth debate.
Step 2 – Be Cautious

 Be polite and patient with even if people are
asking obvious and annoying things.
Step 3 - Assume the best

People will note that and take you to task for it.
This can get UGLY.
If you are transparent, your community will
come to your defence.
Step 4 – Don’t Delete

 Use Common Sense.
 Think like a Human
 Take the Corporate hat off.
Step 5 – Be Human

Google alerts: https://www.google.co.uk/alerts
follow relevant content online
activity: choose a leadership idea for your
coffee company
Content Strategies in
Groups

Content Strategies: What have you
got that is exclusive? Get Closer.

You don’t have to be always on. Pick your moments
and do it intensely for that time.
activity: what events do you have for the year ahead

 Let the weekend begin!
 Wearing socks with Crocs is so stylish
 Just dropped my second ice cream cone.
 Daily Memes - #FollowFriday
Let’s make some.

Social Media Data & Customer Research

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