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RESEARCH TOOLKIT
SESSION FOR SOCIAL TEAM
NOV ‘14, PUNE
“One day I’ll find the right words,
and they will be simple.”
- Jack Kerouac,
The Dharma Bums
Let’s start with a disclaimer.
This is going to get messy.This is going to get messy.
We might not remember most of it.We might not remember most of it.
So let me not bore you to sleep.So let me not bore you to sleep.
Let’s make this a discussion.Let’s make this a discussion.
In what ways
would you like do research
in digital?
Essentially three.Essentially three.
The Best Kind
The Acceptable Kind
The Okay Kind
(Doing research or the sake of
it)
(F...
Actually four.Actually four.
The Worst Kind
(To retrofit shabby ideas with the brief)
What we’ll cover today?What we’ll cover today?
The awesome kindThe awesome kind
An intro to
research
“Tools
are
called
Tools
for
a
Reason”
Business, brand, consumer, experience, technology
Analysis, mapping, trends, insights, inflections, measurement plan
Ideat...
Digital research (as per J. Cole)
Category
Research
Consumer
Research
Discourse
Analysis
Environment
Study
(*Julian Cole i...
Digital research (as per me)
How are thingsHello, who am I
talking to
Tell me more Who else did
you speak
with
OUR PROCESS WILL FOLLOW A
STRUCTURE
✓We’ll list the factors
✓We follow the steps
THE FACTORS
The 10
things we
want to
read into
The 10
things we
want to
read into
The Influencers
The Channel
The
Communic...
This is how you’d want to study them.
THE STEPS
Here’s your
factor
this will be all your notes, your excels, your
graphs, ...
Moving on to the
tools
THEN, THE ROLE OF DIGITALWhy not start with the greatest research tool of all times?
Google
Search, Blogs, Forums, News,
Trends, Alerts…
Warc
Ad best practice, evidence and insights
from the world's leading ...
Comscore
Over 1.5 trillion interactions covered each month
from 172 different countries. That’s almost equal to
40% of the...
Google Trends, Ad
Planner, Display Planner
Consumer Barometer,
Mobile Purchase
Journey, Mobile
Planet, Databoard
# The Sce...
Channel-wise divide
of social buzz
Coverage of brand
communities across the
web as per set keywords
#3 The Audience + Chan...
The thing about social
tracking tools
✓They are either for community reporting
✓OR engagement console/workflow
✓OR “listen...
My top 5 picks
MeltwaterSysomos
MAP
Radian6 Synthesio Brandtolog
y
Sysomos
MAP
Immediate results
1-2 years historical data
Coverage across all
channels
Radian6Customizable charts and
reports
Instant updates
Quality data
Synthesio
In-depth geographical
coverage
Better segmentation of
channels
Social Mention
Topsy
IceRocket
Hootsuite
SimplyMeasured
Klout
TweetReach*
My top 7 free tools
SimplyMeasure
d
Indepth performance
coverage
Last 15 days data
Topsy
Instant results
High volume
Klout
Influencer identification
Campaign platform
Google Analytics Locowise
#4 The Brand + Competition
Performance review and insights tool
for brand’s owned properties
Soc...
Google Analytics
show the audience’s
interaction with the
brand on the web and
their specific interest
areas
Locowise is a...
The Story So Far Inspiration
#5 The Communication + Campaign
A narrative study of the brand and its
communication strategy...
Community Content
Review
Check social performance
from publicly available data:
Facebook Page
Twitter Search
Statigram
MixRank
Performance check of
display banners from brand
and category rivals
YouTube
The perfect research tool
for campaign material and
viewership/popularity
metrics
News/Case Study Sources
Ads Of The World
BrandChannel
BannerBlog
Creative Sandbox
Campaign Asia Digital Buzz
A QUICK ROUND-UP
?
THE RIGHT
ANSWER
THE RIGHT
ANSWER
AN
ACTIONABLE
INSIGHT
AN
ACTIONABLE
INSIGHT
THE RIGHT
QUESTION
THE RI...
THAT’S ENOUGH DATA.
What do we do with it though?
THAT’S ENOUGH DATA.
What do we do with it though?
PUT
THE
INSIGHTS
UP
ON
A
WALL?
ACTIONABLE
“IMMERSIONISM”
A new form of journalism in
which the story is reported
by a staff who is part of it
and is affected by it.
An evolved form of Gonzo.An evolved form of Gonzo.
And that is how we have to work with data.And that is how we have to wo...
A Consumer Journey Mapping exercise for an FMCG client in
Singapore
See the patterns?See the patterns?
Congrats, you’re a planner.Congrats, you’re a planner.
THREE THINGS BEFORE WE WRAP UP
✓Firstly, tools are useless.
✓Secondly, research is planning. The rest is fluff.
✓Thirdly, ...
To get this session presented in your agency or brand team,
please drop a line to @kunaldgp
Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th Nov, Pune)
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Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th Nov, Pune)

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A training module on how to approach research in a digital strategic planning journey. This presentation focuses on the relevant tools (with a particular focus on listening tools) and methodologies used by small/mid-sized agencies across MENA and SEA to derive digital comms strategy for pitches and accounts.

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Research In Digital Planning: A Snapshot (Session for Clique Interactive: 7th Nov, Pune)

  1. 1. RESEARCH TOOLKIT SESSION FOR SOCIAL TEAM NOV ‘14, PUNE
  2. 2. “One day I’ll find the right words, and they will be simple.” - Jack Kerouac, The Dharma Bums
  3. 3. Let’s start with a disclaimer.
  4. 4. This is going to get messy.This is going to get messy.
  5. 5. We might not remember most of it.We might not remember most of it.
  6. 6. So let me not bore you to sleep.So let me not bore you to sleep.
  7. 7. Let’s make this a discussion.Let’s make this a discussion.
  8. 8. In what ways would you like do research in digital?
  9. 9. Essentially three.Essentially three. The Best Kind The Acceptable Kind The Okay Kind (Doing research or the sake of it) (For an assignment with enough time and scope) (For an assignment with little time and scope)
  10. 10. Actually four.Actually four. The Worst Kind (To retrofit shabby ideas with the brief)
  11. 11. What we’ll cover today?What we’ll cover today? The awesome kindThe awesome kind
  12. 12. An intro to research
  13. 13. “Tools are called Tools for a Reason”
  14. 14. Business, brand, consumer, experience, technology Analysis, mapping, trends, insights, inflections, measurement plan Ideate, experience and opportunity maps, point of view Overall road map, direction, way forward, KPIsOverall road map, direction, way forward, KPIs Define Assess Originate Articulate A seemingly small scope for tools in the overall strategy formulation process Stuff you need tools for
  15. 15. Digital research (as per J. Cole) Category Research Consumer Research Discourse Analysis Environment Study (*Julian Cole is a renowned strategic planner and agency
  16. 16. Digital research (as per me) How are thingsHello, who am I talking to Tell me more Who else did you speak with
  17. 17. OUR PROCESS WILL FOLLOW A STRUCTURE ✓We’ll list the factors ✓We follow the steps
  18. 18. THE FACTORS The 10 things we want to read into The 10 things we want to read into The Influencers The Channel The Communicatio n The Campaign This is what you’d like to study. The Competition The Market The Scene The Audience The Brand The Product
  19. 19. This is how you’d want to study them. THE STEPS Here’s your factor this will be all your notes, your excels, your graphs, your charts, the gory details THE RIGHT ANSWER THE RIGHT ANSWER AN ACTIONABLE INSIGHT AN ACTIONABLE INSIGHT THE RIGHT QUESTION THE RIGHT QUESTION this will give you the queries, the search keywords, the parameters to look for a simple line that summarizes it all
  20. 20. Moving on to the tools
  21. 21. THEN, THE ROLE OF DIGITALWhy not start with the greatest research tool of all times?
  22. 22. Google Search, Blogs, Forums, News, Trends, Alerts… Warc Ad best practice, evidence and insights from the world's leading brands Slideshare More than 10,000+ decks uploaded since 2010 #1 The Market The right question: What is the business trying to achieve at this point?
  23. 23. Comscore Over 1.5 trillion interactions covered each month from 172 different countries. That’s almost equal to 40% of the monthly page views of the entire internet. GlobalWebIndex World’s most detailed syndicated research covering 31 key global markets and 87% of the world's internet population. #2 The Scene The right question: What are people doing in my medium?
  24. 24. Google Trends, Ad Planner, Display Planner Consumer Barometer, Mobile Purchase Journey, Mobile Planet, Databoard # The Scene SocialBakers : For collecting numbers on social communities Some free tools.
  25. 25. Channel-wise divide of social buzz Coverage of brand communities across the web as per set keywords #3 The Audience + Channel + Influencers The right question: What are my people like? Webfluenz The social research and analysis tool that we currently use
  26. 26. The thing about social tracking tools ✓They are either for community reporting ✓OR engagement console/workflow ✓OR “listening”
  27. 27. My top 5 picks MeltwaterSysomos MAP Radian6 Synthesio Brandtolog y
  28. 28. Sysomos MAP Immediate results 1-2 years historical data Coverage across all channels
  29. 29. Radian6Customizable charts and reports Instant updates Quality data
  30. 30. Synthesio In-depth geographical coverage Better segmentation of channels
  31. 31. Social Mention Topsy IceRocket Hootsuite SimplyMeasured Klout TweetReach* My top 7 free tools
  32. 32. SimplyMeasure d Indepth performance coverage Last 15 days data
  33. 33. Topsy Instant results High volume
  34. 34. Klout Influencer identification Campaign platform
  35. 35. Google Analytics Locowise #4 The Brand + Competition Performance review and insights tool for brand’s owned properties Social tool for detailed comparison of brand pages across industries The right question: How are people interacting with my brand and category?
  36. 36. Google Analytics show the audience’s interaction with the brand on the web and their specific interest areas Locowise is a FB partner tool that can pull admin- access-only data from any brand page
  37. 37. The Story So Far Inspiration #5 The Communication + Campaign A narrative study of the brand and its communication strategy A look at industry practices, the best works, the effective solutions, the award-winners The right question: What have we said and how well was that received?
  38. 38. Community Content Review Check social performance from publicly available data: Facebook Page Twitter Search Statigram
  39. 39. MixRank Performance check of display banners from brand and category rivals
  40. 40. YouTube The perfect research tool for campaign material and viewership/popularity metrics
  41. 41. News/Case Study Sources Ads Of The World BrandChannel BannerBlog Creative Sandbox Campaign Asia Digital Buzz
  42. 42. A QUICK ROUND-UP ? THE RIGHT ANSWER THE RIGHT ANSWER AN ACTIONABLE INSIGHT AN ACTIONABLE INSIGHT THE RIGHT QUESTION THE RIGHT QUESTION ? ? The Market The Scene The Audience ? ? ? ? ? ?
  43. 43. THAT’S ENOUGH DATA. What do we do with it though? THAT’S ENOUGH DATA. What do we do with it though?
  44. 44. PUT THE INSIGHTS UP ON A WALL? ACTIONABLE
  45. 45. “IMMERSIONISM” A new form of journalism in which the story is reported by a staff who is part of it and is affected by it.
  46. 46. An evolved form of Gonzo.An evolved form of Gonzo. And that is how we have to work with data.And that is how we have to work with data.
  47. 47. A Consumer Journey Mapping exercise for an FMCG client in Singapore
  48. 48. See the patterns?See the patterns? Congrats, you’re a planner.Congrats, you’re a planner.
  49. 49. THREE THINGS BEFORE WE WRAP UP ✓Firstly, tools are useless. ✓Secondly, research is planning. The rest is fluff. ✓Thirdly, the pack we present at a client meeting is not our ammo. We are.
  50. 50. To get this session presented in your agency or brand team, please drop a line to @kunaldgp

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