What are insights? In this breakfast session, Stefan he talks about what tools and resources are available to startups and small businesses to help generate data and information which can lead to insights. The presentation help you to find out what processes and techniques you can undertake to generate insights from that data and information.

1. Getting from data to information and from knowledge to insight

2. This is me
2
LLB, LLM Law in Developing Countries
PGDip Journalism
Lecturer in the Laws of Central Asia, SOAS
Technical Account Manager, Data General/EMC
City Reporter, Daily Telegraph
Director of City Business Skills, City College Brighton & Hove
General Manager, Brighton Racecourse
Insight Director, Propellernet
stefan@propellernet.co.uk / @stefanjhull

4. Insight before strategy
How people live their lives
The right tools for the job
Other insights worth thinking about
What happens after insight
Some examples

5. Putting the insight cart before the strategy horse

6. 1.Kick-off
Agree objectives and priorities
Team briefing
Brand immersion
2.Audits
3.Insight
Competitor insight
Keyword research
Industry insight
Persona insight
Review content assets
Customer insight
Listening
Identify influencers and targets
Customer query maps
Review marketing plans
Forecasting
4.Strategy
6.Idea generation
for reputation
for PPC
for conversion
for relevance
7.Campaign plans created and agreed
8.KPIs and reporting agreed
Link and social signal audit
Analytics audit
Content audit
Technical audit
PPC audit
Conversion audit
5.Delivery planning

7. Insight should be grounded in…
Your world
Objectives - business, marketing and personal
What are the board-level objectives for your business? What do you want your marketing to achieve? What are your personal goals?
Targets and budget
What are your specific key performance indicators (KPIs) and what is your budget to achieve them?
Target audiences
Who are your target audiences?
Industry landscape
What are the key factors currently shaping your industry right now? What future trends can we see? What are the seasonal patterns?
Competitors
Who are your main competitors, how are they performing, and what differentiates your offering from theirs?
Current marketing and PR/communications
What other marketing channels, online and offline, is your organisation currently using?
Current performance
How well is your digital activity currently performing?
Current challenges
What challenges do you currently face, both externally and within the business?
Brand positioning
What is your brand promise and/or personality? Do you have tone of voice and visual identity guidelines? Do you have key messages?
Products and services
What is the range of products and/or services that you offer customers?
People and resources
Who is in the marketing and communications team(s) and how is it structured?

8. And…
Your customers’ worlds
Motivations
What motivates your target audiences to interact with brands like yours?
Behaviours
What do we know about their specific behaviours around products and services like yours, online and offline?
Information goals
What information do people seek around your products and / or services?
Current brand experience
What are people’s perceptions of your organisation based on the experiences they have with it?
Experience with competition
What are people’s perceptions of your competitors based on the experiences they have with them?
Landscape - cultural trends
What cultural trends are shaping your target audiences’ worlds?
Landscape - socio- economic
What economic and social factors are shaping your target audiences’ worlds?
Landscape - media, experts, commentators
Who are the commentators, media sites and publications that your target audiences will be reading?

9. Making sense of how people live their lives

10. “It’s complicated”

20. Technology
Business
Art
Reading
Sports
Film & TV
Kids
Hobbies
Socialising
Celebrities
Lifestyle
Photography
Nikki
Beauty
Health
Homes and Gardens
Fashion
Fitness
Food
Drink
Travel
20
Laura
And people are interested in lots of different things

21. Key Information
•Pain points/problems
•Motivations/aspirations
•Behaviours (inc. keyword research)
•Brand experiences and associations
Which state matters the most? And then to which extent do the others matter?
What’s the primary state of being that we’re interested in for the persona? What mode are they in when doing research or making a purchase?
•Work
•Family
•Friends
•Relationship
•Self
Manifesto
“We believe…”
Persona
Centric
Insight
Engagement
Stories
Social currency
Triggers
Emotion
Practical value
Public

22. Sharing
Finding
Choosing
Experiencing
Social media
Paid media
Content/UX
SEO/
CRO
Insight and Ideas
Insight and Ideas

23. The right tools for the job

25. Finding information… let’s start with Google

27. http://www.google.com/trends

33. http://ubersuggest.org

34. Make the most of keyword insight by capturing it in the right format
37

36. Finding information… what about Twitter?

38. topsy.com

39. Finding information… what about Facebook?

42. Finding information… what about YouTube?

44. Some other insights worth thinking about

45. Taking into account different social styles

47. User testing

48. whatusersdo.com

49. 52
“What information available within Google draws you to one website over another?”

50. Identifying influencers

51. Bloggers
Online Media
Google
Socially Connected Customers
Niche Communities
Social Influencers
Brand Partners

52. https://klout.com/s/business

53. What happens when you’ve got the insight?

54. 1.Insight
57

55. 2.Idea
58

56. 59

57. 3.Influence
60

58. 4.Impact
61

59. 5.Implementation
62

60. Some examples

61. Mark Warner

62. Cast your minds back to September 2012…

63. You probably weren’t thinking about

64. •We started by recognising that in terms of ski holidays there is no such thing as a typical skier with a standard set of needs.
But there are certain groups that different ski businesses generally target: - Beginners - Families - Groups - Fanatics - …
Our route to success was to make life better for consumers

65. Mark Warner is known for helping beginners…
9

66. There is a real lack of the information these groups need to make decisions

67. Beginners
Beginners:
There is huge demand for advice and guidance for new skiers and snowboarders. Initially this guidance is in the form of resort queries, but quickly turns to questions regarding lessons, equipment, clothing, fitness preparations, and more. “Organising first trip” is the general heading under which a lot of queries fall.
Learning to ski:
People looking for the best way of learning. Potential content around methods to learn to ski, why lessons are the best way, and content around ski hosting to help people learn about what it is.
Checklists:
Many people find checklists useful when preparing for their skiing trips, as demonstrated by the plethora of them online. Try and find a family oriented one though, and you’ll struggle – there is a good opportunity for MW to be the authority here.
Skiing or Boarding:
A common beginner question; whether to ski or to board. There is no decisive content in this space.
Fitness
Fitness and conditioning:
There are lots of searches for ski exercises and workouts, with people looking to prepare their bodies prior to skiing. There are a lot of videos out there but none look very professional and this can be done much better if appropriate time and resource is allocated.
There is a lot of content looking at ways to reduce the stress while on a ski holiday and more specifically on a family ski holiday. Mark Warner already rank number three for stress free family holidays and so adding related content will help conversion
Stress free family holidays

68. Travel clients

72. Thank you