Social Consumer Insights: Why social is a vital component for uncovering the right data

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© 2016 Brandwatch.com

Webinar/Social Consumer Insights:Why social is a vital component for uncovering the right data

CMO, [email protected] | @willmcinnes

Will McInnesVP & Principal Analyst, Forrester Research

Melissa Parrish

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Coming Up

● Evolution of the “social marketing strategy”● Challenges Consumer Insights professionals face

& applicable solutions● Q&A

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© 2016 Brandwatch.com3

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

A download and recording of the webinar will be made available after the event

Let go of your “social marketing” strategyMelissa Parrish, VP, Research Director

© 2016 Forrester Research, Inc. Reproduction Prohibited 6

Agenda

› Why social intelligence? › Technology Landscape v. Strategy › Social contributes to business success

If you think of it as social marketing…

…you will miss out.

Social’s value is in people.

And people have conversations.


Source: “Defining Social Intelligence” Forrester report

The social intelligence life cycle

https://www.forrester.com/report/Defining+Social+Intelligence/-/E-RES56607


Grammy’s Fail

› CBS all access was down during the Grammys

› Angry customers tweeting

› Promoted tweet shows up…


Agenda



The Social Technology Landscape Is Over-crowded and complex


Careful planning prevents social media overkill

Source: Forrester Report: Drive Social Marketing Success With The POST Process


Social Across The Customer Lifecycle


Determine which social tools fit the phase

Source: Forrester report: You don’t Need A Social Marketing Strategy


Social Intelligence tools assist across the entire lifecycle

Source: Forrester report: You don’t Need A Social Marketing Strategy


At it’s core, social listening platforms to reveal customer insights1. Monitoring

2. Messaging Optimization

3. Market Research


Agenda



Companies don’t mature because theykeep social data contained.

PR/corporate communicationsMarketing

Customer supportCompetitive intelligence

Social data

Operations

Sales, Lead Generation

Research and Development

Market Insights Customer ExperienceCreative

Media Planning

Analytics

Human ResourceseCommerceBrand Protection, Risk Management Compliance

Marketing PR/Corporate Communications

Competitive Intelligence Customer Support

SOCIAL DATA


Source: Forrester’s Q4 2015 Global Enterprise Social Listening Platforms Customer Reference Phone/Online Survey

New use cases emerge for social insights


Customer Care Teams Use Social to Delight Angry Customers › Social as a customer service channel has been percolating for a while now. › But social can be leveraged to preemptively delight customers.


Image source: https://www.alexandani.com/blog/tag/alex-and-ani-gift-guide/

Product teams use social insights for feedback and development.› Brands ask fans and follows what they think of products directly› Customers are speaking openly about products and how they use them on

social, including posting images


Use Social To Ignite Post-Digital


Post-Digital hangs its hat on three principles


Be human: “create, cocreate, and curate”


Be helpful: insights into construction


Be handy: from 1:1 to 1:moment


Key Takeaways

It starts with Social Insights.

Follow POST to align strategy with tool selection.

Social Insights help improve functions around your business.

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© 2016 Brandwatch.com© 2016 Brandwatch.com

Social Intelligence & Consumer

Insights

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“At it’s core, social listening platforms reveal customer

insights.”FORRESTER, “UNRAVELLING THE SOCIAL TECHNOLOGY WEB”

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1. Collect Data

2. Process Data

3. Discover Insights

4. Activate Insights

4 steps in Consumer Insights work:

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Collecting Data

Processing Data

Discovering Insights

Activating

Insights

Social intelligence supports...

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What keeps you up at night?

• Fully understanding customers• Working more efficiently• How to best activate insights• Getting great quality questions from inside the business

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Challenge

Collecting

the complete Voice of the Customer

1. Collect Data

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Solution

● Raw Voice of the Customer at a quantitative scale

● Fast, cost-effective, accurate

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Example

M&S / ‘Major retailer’

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Challenge Time to Insight

3. Discove

r Insights

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Solution

● Automate tags and categories that matter for your business

● Library of predefined, customizable use cases● Visualize dynamic representations of audiences,

networks and discussion topics that highlight trends

● Get support from a team of experts

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Challenge ActivatingInsights

4. Activat

e Insight

s

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Solution

Beautiful visualization walls to distribute insights

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BonusChallenge

Clarifying questions from inside the business

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Solution

● Social research methodology is more flexible● Re-segment data as you go

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Example

Dry hair example

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What keeps you up at night?

• Fully understanding customers• Working more efficiently• How to best activate insights• Getting great quality questions from inside the business

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Key Takeaways

● Social intelligence support the full chain of activities● Social provides qualitative detailed and direct, raw

Voice of Customer● Social research methodology is more

flexible/exploratory

Social Consumer Insights: Why social is a vital component for uncovering the right data

Social Media

Transcript of Social Consumer Insights: Why social is a vital component for uncovering the right data