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Telling a story with your social insights

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Telling a story with your social insights

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Data storytelling is now one of the key skills that companies are looking for in data analysts. How can we tell a compelling story with our rich and sometimes very large social datasets?

1. How to best design and visualise social research
2. How do we best present the findings (face to face or webinar) to help our audience easily identify the key takeaways
3. Theory, practice and sharing of learnings

Data storytelling is now one of the key skills that companies are looking for in data analysts. How can we tell a compelling story with our rich and sometimes very large social datasets?

1. How to best design and visualise social research
2. How do we best present the findings (face to face or webinar) to help our audience easily identify the key takeaways
3. Theory, practice and sharing of learnings

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Telling a story with your social insights

  1. 1. NOW YOU KNOW | BRANDWATCH.COM #NYKCON F Telling a story with your social data Brandwatch Research Services
  2. 2. #NYKCON F • Intro – 15 mins • Workshop Tasks x 2 – 15 mins each • Discussion – 15 mins Agenda
  3. 3. #NYKCON F Data storytelling is a structured approach for communicating data insights, and it involves a combination of three key elements: data, visuals and narrative. Forbes, 2016
  4. 4. #NYKCON F Visual Presentation
  5. 5. #NYKCON F Every word matters
  6. 6. #NYKCON F Don’t complicate things
  7. 7. #NYKCON F Who is your audience? Executive Analyst Marketer/ PR
  8. 8. #NYKCON F Direct attention
  9. 9. #NYKCON F Position Matters
  10. 10. #NYKCON F Position Matters
  11. 11. #NYKCON F If everything is emphasised, nothing is emphasised Emphasis;
  12. 12. #NYKCON F Keep it clean Mindful use of colour
  13. 13. #NYKCON F How is my time best spent?
  14. 14. #NYKCON F
  15. 15. #NYKCON F
  16. 16. #NYKCON F
  17. 17. #NYKCON F
  18. 18. #NYKCON F
  19. 19. #NYKCON F Task
  20. 20. #NYKCON F Discussion
  21. 21. #NYKCON F • What do you find most challenging about presenting your insights? • What do you find difficult about presenting social data specifically? • Who do you find most challenging to present your findings to? • What kind of questions do you often get when you present your findings? Discussion
  22. 22. #NYKCON F Now You Know

Hinweis der Redaktion

  • Read.

    Highlighted words – insight…
  • How we best tell our story? What is the situation? To know what to focus on in our data storytelling– convey message through Vizia vs tell our story in person (Book vs film) quite different situations

    How then tell a story with this? And how would you present this, make sure it is relayed to the audience in the best possible way?
    Start with the visual
  • This is commercial research; your audience doesn’t have a lot of time. They need to be able to find the insights quickly and understand them. Don’t use jargon, be ruthless about your self editing; if it doesn’t add value, take it out. This also ties into how you tell the story in a visually compelling way; large blocks of texts are likely to turn your audience off and lead to your insights getting lost.
  • Think about what they need to be able to do/understand
    Don’t add crazy design techniques for the sake of it.
  • Other departments who needs to action your insights, like marketers/ PRs (numbers KPIs important, benchmarking) – if I do this how does that impact my brand

  • Focus.
    Think about where on the page you want them to look first, then second to tell the story. ESP important in static storytelling. How can we do that…. Well there’s arrows, but also...
  • Use colour for a reason:
    Emphasis
    Association
    Differentiation
    Connection

    Think about your audience
    – meaning of colours differs by culture.
    Colour blindness – 4.5% of UK population.

    One idea per page. Everything on the page matters, keep clutter away from your story.
  • If many markets – many categories – maybe don’t show them one by one – take opp to make comparisons
    Getting into presentation
    Have already managed to condense and compare here – how do you now use this time effectively? think about how long you have - how to best use that time - do you need to talk about everything in the report? (Talk about size of long report?)



    do we need to talk through this whole thing as they can read it themselves? important to pick out key things that answer their questions. rest they can read themselves.
    Here we have lots of slides, many markets (7) and an audience whch doesn’t understand social

  • CAN PUT KEY FINDINGS IN TITLE
    Connecting to other findings – help the audience understand links to other findings – doesny have to be so static or in order – can flip between
  • Important how to deliver key findings/ recs. Don’t havre to talk about every point, pick out key ones, highlight the actions. Divide into different sections / different types of recommendations like content/ messaging/ target groups/ timings – to make it easier to direct to the right team

    GREY SCALE TEXT
  • OR KEY FINDINGS WITH FINDINGS + RECOMMENDATIONS
    CONSIDER THERE ARE DIFFERET TYPE OF LEARNERS – SOME LEARN IN PICS, SOME PREFER TEXT. COULD FOR EXAMPLE CHANGE THIS IN PRESENTATION TO IMAGES
    IF WE STICK TO TEXT, SUM UP FINDINGS + IMPLICATIONS – E.G.

  • FINAL THOUGHT TO LEAVE YOU WITH – LOOK AT THE GLOBALLY POPULAR TED talks - contain 65% stories – tell a story of your own observations?
    Link it to other things/ other observations (benchmarking)? Memorable things?
    Doesn’t just have to be what is in the deck at the time
    Especially for those not too familiar with social – generate links between what has been discovered elsewhere

  • Which visuals do you find most impactful when presenting to your key audience?

    What was the most interesting takeaway from this workshop and why?
  • END SLIDE EXAMPLE

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