1. Campaign insight
Five ways social insight can help inspire, inform
and measure campaigns
Dan Miles
New Business Consultant
Precise
+44 (0)20 7264 4767
dan.miles@precise.co.uk
@PreciseTweets
www.precise.co.uk

2. Five ways in which social insight can optimise campaigns
1. Inform strategy.
2. Inspire creative content.
3. Optimise integration.
4. Identify the impact on consumer expectations.
5. Identify the ‘IROI’.
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3. Inform strategy
Content from the social web can be used to inform Example: Asda.
campaign strategy. By looking at the social content generated in relation to
By exploring conversations around a brand and its Asda, and using its five customer pledges as broad
competitors, or around the key issues and topics the themes into which we can theme relevant content, we
campaign is intended to address, it is possible to inform can identify learnings to inform campaign strategy.
the way a campaign should be focused.
Of the significant proportion of conversations that are
around prices and value ay Asda, we find that
entertainment product prices / offers are particularly likely
to spark positive conversations. Therefore, a social
campaign promoting this category of products is likely to
have a disproportionate impact on the value perception
of Asda amongst social media users.
Within conversations about quality, consumers often
express pleasant surprise at the quality of Asda’s own-
label products, so continuing to make these a focus for
campaign activity is likely to help Asda continue to be
seen as offering good value for money, as distinct from
just ‘cheap’.
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4. Inform strategy
“The Asda Smart price longlife
“ASDA WILL HAVE THE CHEAPEST FIFA unsweetened soya milk
£25 MIDNIGHT RELEASE!!!!” is great....lower in carbs than
other soya milk and cheap...”
Asda Customer Pledges by Percentage of All Social Media Conversations About Asda and by
Sentiment
Every Day Low Prices
Always Available
Quality You Can Trust
Happy To Help
Best For New
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
Percentage of All Social Media Conversations
Positive Negative Neutral
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5. Inspire creative content
Just because the insight is social doesn’t mean the Example: John Lewis.
campaign has to be.
No matter what channels, experiences or activations are Though the 2011 John Lewis Christmas ad launched
used within a campaign, we can use social content to digitally first, many responses within social media were in
identify insights – provided the campaign is actually response to the screening of the advert on TV.
being discussed of course.
Whatever the channel, there are learnings that can be
One particular use of social insight for campaigns is to taken to inspire content for future campaigns.
analyse consumer comments as to what content really
works, and to take those comments into future creative
Though there were many aspects of the advert that drew
development.
comment, the various spoofs of the advert, together with
associated discussion as to what was ‘in the box’, really
drove significant volumes of discussion.
It would seem that the part of the story that went untold
was what really captured the imagination of the
audience, allowing them to fill in the rest of the story for
themselves. This learning could be taken into future
campaigns.
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6. Inspire creative content
Create a space for imaginations to run riot
Topics of Conversations about the John Lewis 2011 Christmas Advert Within Social Media
Favourable comments about the boy
Emotional reaction
Favourable comments about the music
Other favourable comments
Unrealistic concept
Unfavourable comments about the music
Other unfavourable comments
Spoofs/ Remixes
Debate about what's in the box
Other neutral comments
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
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7. Optimise integration
Analysing social content can help to optimise and Example: BA ‘The Race’
prove the case for campaign integration
Descriptions of where and how content is viewed, the BA’s most recent advert, ‘The Race’, the latest in the
times when content is commented on, and the links that airline’s ‘To Fly. To Serve’ campaign, debuted digitally.
are shared, can all provide insight as to what channels
are most effective in seeding content and promoting
The YouTube video was quickly picked up and shared by
social media discussion.
message board users on Airliners.net and Flyertalk.com.
29% of conversations took place on forums before the ad
made its TV debut, compared to just 2%
afterwards, suggesting users were keen to discuss the
content before the wider public viewed it on TV.
The TV debut amplified social buzz around the
advert, with volumes increasing. Despite the changes in
platform used to comment on the content post-TV
debut, the topics of conversation remained quite
constant, suggesting a similar response from different
audiences. In this case, integration appears to have
orchestrated an impactful debut.
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8. Optimise integration
Focus of ‘The Race’ conversations by volume & sentiment during first 36 hours pre-TV
100
90
80
70
60
50
40
30
20
10
0
Sharing ad Enjoyed it Shared and enjoyed Concept Advertising news Query Disliked it
Comment on luggage being lost
Very favourable Favourable Balanced Unfavourable
Response to digital debut of BA ‘The Race’.
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9. Optimise integration
Focus of ‘The Race’ conversations by volume & sentiment
600
500
400
300
200
100
0
Enjoyed it Sharing ad Shared and Advertising Comment on Disliked it Encouraging Concept Follow-up
enjoyed news luggage being users to join interviews
lost Facebook
page
Very favourable Favourable Balanced Unfavourable
Response to TV debut of BA ‘The Race’.
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10. Identify the impact on customer expectations
The response within social media to a campaign can Example: BA ‘To Fly. To Serve’
help organisations understand the impact of the
campaign on customer expectations. The first advert in BA’s ‘To Fly. To Serve’ campaign in
This information means that organisations are able to September 2011 was very well-received within social
understand where they need to prioritise delivery in order media, and had a positive impact on overall discussions
to ensure that the promise as interpreted by customers is around the brand.
delivered on.
However, a small group of customers took to social
media to contrast the promise with their own experiences
of the airline’s service delivery.
Whilst there will always be unhappy customers, these
responses underline the imperative for BA to deliver on
its service promise at all times.
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11. Identify the impact on customer expectations
“Shocking individual at gate B47 tonight
in #Britishairways T5. 'just find your
own visa' he barked at me. To Fly. To
Serve - don't think so!”
Volume & Sentiment of Social Media Reaction to BA ‘To Fly. To Serve’ advert
1,000
900
800
Volume of Relevant Social Media Content
700
600
500
400
300
200
100
0
Highly Favourable Reaction Favourable / Neutral Response Critical Comment
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12. Identify the ‘IROI’
These examples demonstrate that any campaign has In an age in which it is increasingly important to
the potential to generate insight via the social media demonstrate ROI, identifying what insight will be
response. sought from a campaign response provides an
In fact, considering what insight might be gleaned from a additional ROI – IROI, Insight Return on Investment.
campaign should be an important consideration in the
planning of a campaign, and research can be put in place
accordingly.
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13. Thank you.
Dan Miles
New Business Consultant
Precisew Bus
+44 (0)20 7264 4767
dan.miles@precise.co.uk
@PreciseTweets
www.precise.co.uk