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Why social insights
are central to your
integrated
marketing strategy
Social Media Week CPH – 20/02/2014

#SmwDLBi #Smwcph
Who we are…

@madsbb
Mads Bøcher
Brandt
Lead Social Media
Strategist

#Strategy
#Consultant
#Socialbusiness
#Onlinegeek
#Traveler

@nickobeano
Nicholas Bean
Senior Analyst

#Analytics
#Social
#Digitalstrategy
#Music
#Motorracing

#SMWDLBi
We connect people and brands
in a digital age through innovative
and engaging solutions to business
challenges.	
  

#SMWDLBi
A complete and integrated global offering

Nordics

Norway

250
Sweden
Denmark

UK
900

San Francisco

New York

USA
2850

Paris

Europe
West
550

Germany

450
Japan

Atlanta

China
UAE

APAC
1100

Hong Kong

Costa Rica
Singapore

6,000+ people
40 offices across
25 countries

Australia

#SMWDLBi
Our presence in the nordics

Sweden
150
Norway
20

250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80

Full-service
offering

#SMWDLBi
Our clients

#SMWDLBi
EXPLORING
‘ALWAYS ON’
THROUGH
ANALYTICS
#SMWDLBi
Why data and insights are key to ‘Always On’:

Thursday

20
Relevant

Timely

Contextual
#SMWDLBi
DATA COLLECTION
HAS BECOME
INCREASINGLY
MORE COMPLEX
#SMWDLBi
Today: 2.5
Quintillion
bytes of data
are created
every day
Source: IBM

#SMWDLBi
That is 3,5
billion copies of
Gangnam style.
Stacked to the
moon.
That is 6,849
years of data
collected on
the NY Stock
Exchange
THE DATA AND
INTERACTION
POINTS HAVE
INCREASED
#SMWDLBi
Marketing 15 years ago

#SMWDLBi
Marketing today

#SMWDLBi
THIS CREATES
A CHALLENGE
#SMWDLBi
Content has
exploded.
Creating a lot
of noise

#SMWDLBi
Every minute on social media

100 hours
of video
uploaded

100,000
tweets
sent

Source: Mashable

680,000
updates
shared

3,600
photos
uploaded

#SMWDLBi
Structured
insights are key
in order to cut
through the
clutter
Brands are
getting data
overload. In
real-time.

#SMWDLBi
THERE IS NO HOLY
GRAIL.
#SMWDLBi
WHY SOCIAL INSIGHTS ARE
CENTRAL TO YOUR
INTEGRATED MARKETING
STRATEGY
Social Media Week Copenhagen
Thursday 20th February 2014
#SMWDLBI

#SMWDLBi
Who am I?

•  An Englishman living in Sweden
•  An DigitasLBi veteran of 3 ½ years
•  Worked with social analytics since 2005
•  Working across some cool clients

#SMWDLBi
Using social
insight and
analysis to…

•  Identify the best way to engage with an
audience
•  Qualify brand value across the customer
decision journey
•  Develop campaigns ideas

#SMWDLBi
Breaking the old mantra

Good

Pick two

Cheap

Fast
#SMWDLBi
FREE. PERFECT. NOW

#SMWDLBi
Netflix was the only
company that said,
‘We believe in you.
We’ve run our data,
and it tells us our
audience would
watch this series’

#SMWDLBi
Hello,
I’m Ian Richardson
WHAT ABOUT SOCIAL?

#SMWDLBi
Insight at the heart of
everything we do 
Social Media Week Copenhagen – 20th February

Provide insight that drives action around:

•  Opinion	
  
What	
  do	
  people	
  think	
  about	
  your	
  brand	
  and	
  social	
  
ac5vity?	
  

	
  

Opinion	
  

Iden5ty	
  

Impact	
  
Behavior	
  

•  Iden5ty	
  
Who	
  are	
  your	
  audiences?	
  
•  Behaviour	
  
How	
  do	
  your	
  audiences	
  behave?	
  	
  
•  Impact	
  
What	
  is	
  the	
  impact	
  of	
  brand’s	
  ac5vity	
  on	
  audience	
  
behaviour,	
  iden5ty	
  and	
  opinion?	
  

#SMWDLBi
WE WANT TO MAKE THE UNKNOWN,
KNOWN

#SMWDLBi
TO DRIVE
BEST
DECISIONS
POSSIBLE

#SMWDLBi
Social Media Week Copenhagen – 20th February

Volvo Cars

“Cars are driven by
people. The guiding
principle behind
everything we make
at Volvo, therefore,
is and must remain,
safety”

#SMWDLBi
Social Media Week Copenhagen – 20th February

Brands are too focused on their own communities

#SMWDLBi
Social Media Week Copenhagen – 20th February

Only about 15-25% of content is seen by “fans” of a Facebook
page.

#SMWDLBi
Social Media Week Copenhagen – 20th February

This community is only one part of a customer base

#SMWDLBi
Social Media Week Copenhagen – 20th February

These customers are only a limited % of prospective/potential
customers, for any brand.

#SMWDLBi
Social Media Week Copenhagen – 20th February

How do we use social media to reach all of these people, fans,
customers, prospects or otherwise?

#SMWDLBi
Think about the way you find things online…

1	
  

2	
  

3	
  

#SMWDLBi
Think about the way you find things online…

1	
  

2	
  

3	
  

#SMWDLBi
Social Media Week Copenhagen – 20th February

#SMWDLBi
Social Media Week Copenhagen – 20th February

Paid

Owned

Earned

#SMWDLBi
MASTERING THE SHARE IS KEY
WHAT DO PEOPLE SHARE?
AND WHY?

#SMWDLBi
Source: NY Times “The
Psychology of Sharing:
Why Do People Share

“I try to share only
information that will
reinforce the image I'd like
to present: thoughtful,
reasoned, kind, interested
and passionate about
certain things.”

Online”
	
  

#SMWDLBi
69% of people think brands
don’t share interesting
content on Social Media
68% of people never share
something posted by a
company on social media

15% of your fan base will see
your content 5% might
share it…
Source: Global Online Benchmark Technographics Survey 2013 Forrester
It’s	
  about	
  people	
  
#SMWDLBi
Social Media Week Copenhagen – 20th February

Are these the same people?
•  British

•  Remarried

•  Male

•  High Income

•  Over 60

•  Children have left home

•  Divorced

#SMWDLBi
Demographics & lifestyle
Interests

Brand affinities

Content consumption &
sharing habits

Check-ins & locations

Social behaviours

#SMWDLBi
Social Media Week Copenhagen – 20th February

What really makes
them tick?
What makes them click?
#SMWDLBi
But what else?
Which	
  
Venues?	
  

Boats

Car
Enthusiasts

Who do
we want
to
reach?

Content distribution
analytics

What are they
interested in?

What	
  
Content?	
  
What	
  Format?	
  

Bikes

Social Network analysis

What	
  
Influencers?	
  
Fashion/Design
Social Keyword analysis

When?	
  

Sports

#SMWDLBi
For example

Boats

Which	
  
Venues?	
  

Performance
Car
Enthusiasts

Who do
we want
to
reach?

What are they
interested in?

Product
Reviews
Vintage/Classic

What	
  
Content?	
  
What	
  Format?	
  

Bikes
Racing

Fashion/Design

Owner
communities

What	
  
Influencers?	
  

When?	
  

Sports

#SMWDLBi
Likelihood of appearance in Monitor

Interests in the room?

Medicine	
  
Online	
  Communi5es	
  
Trash	
  and	
  Recycling	
  
Smartphones	
  
Burberry	
  
Luxembourg	
  

-­‐1000	
  

-­‐500	
  

0	
  

500	
  

1000	
  

1500	
  

2000	
  

2500	
  

3000	
  

3500	
  

4000	
  

Likelihood of appearance vs. Twitter average

#SMWDLBi
Social
Network
analysis

#SMWDLBi
Social Profiling: outputs & optimising planning
Detailed audience profiles & personas	
  

Guidelines for successful content

Strategy,
Social &
content
teams

Rich creative territories	
  

Identity
Resolution
Social
Insight

Paid Media planning

Tone of voice and Keyword Guidelines

Optimised influencer activity

Channel management and measurement

#SMWDLBi
Think about the way you find things online…

1	
  

2	
  

#SMWDLBi

3	
  

#SMWDLBi
THE DAYS OF BEING PASSIVE
WITHIN SOCIAL ARE OVER

#SMWDLBi
Listen

Listen
Recognize the objective

Investigate
Respond

Produce
SLIDES REMOVED FOR
CONFIDENTIALITY

#SMWDLBi
GETTING CREATIVE

#SMWDLBi
GETTING CREATIVE

#SMWDLBi
GETTING CREATIVE

#SMWDLBi
Fireworks

Bonfires
Kindling
How do we use social insight in the creative
process?

Uncover

Understand

Be
Creative

Report
Execute

Test/
Optimise

#SMWDLBi
SLIDES REMOVED FOR
CONFIDENTIALITY

#SMWDLBi
In summary

•  Identify the best way to engage with an
audience
•  Qualify brand value across the customer
decision journey?
•  Develop campaigns ideas

#SMWDLBi
•  Start small
First steps
towards best
use of social
insight?

•  Work out what you want to achieve
•  Look at ways to measure it
•  Know your audience
•  Use insight to create the best solution
•  Test the waters before you jump
•  Learn from what you have done

#SMWDLBi
The audience has
spoken…

…They want us to
give them the
right thing...
#SMWDLBi
Give people what
they want, when
they want it, in the
form they want it
in…

#SMWDLBi
…All we have to
do is give it to
them.

#SMWDLBi
Thanks for your time
Please rate this event @
speakerscore.com/insights
Nicholas Bean – Senior Analyst Nordics

Mads Bøcher Brandt - Lead Social Media Strategist

www.digitaslbi.com/se

www.digitaslbi.com/dk

Nicholas.bean@digitaslbi.com
@nickobeano

Mads.brandt@digitaslbi.com
@madsbb

#SMWDLBi

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