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

#SmwDLBi #Smwcph

Mads Bøcher Brandt Lead Social Media Strategist

@nickobeano #Analytics #Social #Digitalstrategy #Music #Motorracing

@madsbb #Strategy #Consultant #Socialbusiness #Onlinegeek #Traveler

Who we are…

#SMWDLBi

Nicholas Bean Senior Analyst

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

#SMWDLBi

USA 2850

UK 900

Nordics 250

Germany 450

Europe West 550

APAC 1100

San Francisco

Costa Rica

Atlanta

New York Paris

Norway

China

Singapore

Australia

Hong Kong

Japan

UAE

Sweden Denmark

40 offices across 25 countries

6,000+ people

A complete and integrated global offering

#SMWDLBi

5 offices: Cph – Sthlm - Gthbg – Mlm - Trdhm

250+ people

Denmark 80

Sweden 150

Norway 20

Full-service offering

Our presence in the nordics

#SMWDLBi

Our clients

#SMWDLBi

EXPLORING ‘ALWAYS ON’ THROUGH ANALYTICS

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Thursday

20 Relevant Timely Contextual

Why data and insights are key to ‘Always On’:

#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

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Marketing today

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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

680,000 updates shared

3,600 photos

uploaded

Source: Mashable #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

Pick two

Good

Fast

Breaking the old mantra

Cheap

#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 

 

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

•  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?  

Provide insight that drives action around:

Opinion   Iden5ty  

Behavior  

Impact  

Social Media Week Copenhagen – 20th February

#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

Brands are too focused on their own communities Social Media Week Copenhagen – 20th February

#SMWDLBi

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

Social Media Week Copenhagen – 20th February

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This community is only one part of a customer base Social Media Week Copenhagen – 20th February

#SMWDLBi

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

Social Media Week Copenhagen – 20th February

#SMWDLBi

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

Social Media Week Copenhagen – 20th February

#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

Paid Owned

Earned

Social Media Week Copenhagen – 20th February

#SMWDLBi

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

#SMWDLBi

“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.”

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

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

Source: Global Online Benchmark Technographics Survey 2013 - Forrester

15% of your fan base will see your content 5% might share it…

It’s  about  people  

#SMWDLBi

Are these the same people? •  British

•  Male

•  Over 60

•  Divorced

Social Media Week Copenhagen – 20th February

#SMWDLBi

•  Remarried

•  High Income

•  Children have left home

Interests

Content consumption & sharing habits Check-ins & locations

Brand affinities

Social behaviours

Demographics & lifestyle

#SMWDLBi

What really makes them tick? What makes them click?

Social Media Week Copenhagen – 20th February

#SMWDLBi

Who do we want

to reach?

Boats

Car Enthusiasts

Fashion/Design

Sports

What are they interested in?

But what else?

Content distribution analytics

Social Network analysis

Social Keyword analysis

Which  Venues?  

What  Content?  

What  Format?  

What  Influencers?  

When?  

Bikes

#SMWDLBi

Who do we want

to reach?

Boats

Car Enthusiasts

Fashion/Design

Sports

What are they interested in?

Which  Venues?  

What  Content?  

What  Format?  

What  Influencers?  

When?  

Bikes

Product Reviews

Vintage/Classic

Racing

Owner communities

For example Performance

#SMWDLBi

Interests in the room?

#SMWDLBi

Likelihood of appearance vs. Twitter average

Like

liho

od

of

app

eara

nce

in M

oni

tor

-­‐1000   -­‐500   0   500   1000   1500   2000   2500   3000   3500   4000  

Medicine  

Online  Communi5es  

Trash  and  Recycling  

Smartphones  

Burberry  

Luxembourg  

Social Network analysis

#SMWDLBi

Social Profiling: outputs & optimising planning

Strategy, Social & content teams

Social Insight

Identity Resolution

Detailed audience profiles & personas  

Guidelines for successful content

Rich creative territories  

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   3  

#SMWDLBi #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

Kindling

Bonfires

Fireworks

How do we use social insight in the creative process?

Uncover Understand Be Creative

Test/ Optimise

Execute

Report

#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

First steps towards best use of social insight?

•  Start small

•  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

www.digitaslbi.com/se

Nicholas.bean@digitaslbi.com @nickobeano

#SMWDLBi

Mads Bøcher Brandt - Lead Social Media Strategist

www.digitaslbi.com/dk

Mads.brandt@digitaslbi.com @madsbb