Nicholas Bean, Nordic Senior Analyst and Mads Brandt, Lead Social Strategist at DigitasLBi presented how social media insights and intelligence can be used to:
• Qualify the brand value across the customer decision journey,
• Develop campaigns ideas, and
• Identify the best way to engage their audience.
NB! Some of the case slides from the original presentation not included.
Social Media Week 2014 @DigitasLBi: Social Insights
1. Why social insights
are central to your
integrated
marketing strategy
Social Media Week CPH – 20/02/2014
#SmwDLBi #Smwcph
2. 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
3. We connect people and brands
in a digital age through innovative
and engaging solutions to business
challenges.
#SMWDLBi
4. 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
5. Our presence in the nordics
Sweden
150
Norway
20
250+ people
5 offices: Cph – Sthlm Gthbg – Mlm - Trdhm
Denmark
80
Full-service
offering
#SMWDLBi
18. 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
22. WHY SOCIAL INSIGHTS ARE
CENTRAL TO YOUR
INTEGRATED MARKETING
STRATEGY
Social Media Week Copenhagen
Thursday 20th February 2014
#SMWDLBI
#SMWDLBi
23. 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
24.
25. 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
35. 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
38. 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
39.
40.
41. Social Media Week Copenhagen – 20th February
Brands are too focused on their own communities
#SMWDLBi
42. Social Media Week Copenhagen – 20th February
Only about 15-25% of content is seen by “fans” of a Facebook
page.
#SMWDLBi
43. Social Media Week Copenhagen – 20th February
This community is only one part of a customer base
#SMWDLBi
44. Social Media Week Copenhagen – 20th February
These customers are only a limited % of prospective/potential
customers, for any brand.
#SMWDLBi
45. Social Media Week Copenhagen – 20th February
How do we use social media to reach all of these people, fans,
customers, prospects or otherwise?
#SMWDLBi
52. 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
53. 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
56. Social Media Week Copenhagen – 20th February
Are these the same people?
• British
• Remarried
• Male
• High Income
• Over 60
• Children have left home
• Divorced
#SMWDLBi
59. Social Media Week Copenhagen – 20th February
What really makes
them tick?
What makes them click?
#SMWDLBi
60. 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
61. 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
62. 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
64. 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
65. Think about the way you find things online…
1
2
#SMWDLBi
3
#SMWDLBi
66. THE DAYS OF BEING PASSIVE
WITHIN SOCIAL ARE OVER
#SMWDLBi
77. In summary
• Identify the best way to engage with an
audience
• Qualify brand value across the customer
decision journey?
• Develop campaigns ideas
#SMWDLBi
78. • 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
82. 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