Social Consumer Insights: Why social is a vital component for uncovering the right data

1
#brandwatchtips
© 2016 Brandwatch.com
Webinar/
Social Consumer Insights:
Why social is a vital component for uncovering the right data
CMO, Brandwatch
will@brandwatch.com | @willmcinnes
Will McInnes
VP & Principal Analyst, Forrester Research
Melissa Parrish

2
#brandwatchtips
Coming Up
● Evolution of the “social marketing strategy”
● Challenges Consumer Insights professionals face
& applicable solutions
● Q&A

3
#brandwatchtips
© 2016 Brandwatch.com3
Don’t be shy/
We’d love your participation
• Ask questions in the
session chat
• Tweet about our
discussion
@brandwatch
#brandwatchtips
A download and recording of the webinar
will be made available after the event

Let go of your “social marketing” strategy
Melissa Parrish, VP, Research Director

© 2016 Forrester Research, Inc. Reproduction Prohibited 6
Agenda
› Why social intelligence?
› Technology Landscape v. Strategy
› Social contributes to business success

If you think of it as social marketing…

Social’s value is in people.

And people have conversations.

Source: “Defining Social Intelligence” Forrester report
The social intelligence life cycle

Grammy’s Fail
› CBS all access was down
during the Grammys
› Angry customers tweeting
› Promoted tweet shows up…

Agenda

The Social Technology Landscape
Is Over-crowded and complex

Careful planning prevents social media overkill
Source: Forrester Report: Drive Social Marketing Success With The POST Process

Social Across The Customer Lifecycle

Determine which social tools fit the phase
Source: Forrester report: You don’t Need A Social Marketing Strategy

Social Intelligence tools assist across the entire
lifecycle
Source: Forrester report: You don’t Need A Social Marketing Strategy

At it’s core, social listening platforms to reveal
customer insights
1. Monitoring
2. Messaging Optimization
3. Market Research

Agenda

Companies don’t mature because they
keep social data contained.
PR/corporate communicationsMarketing
Customer supportCompetitive intelligence
Social data

Operations
Sales, Lead
Generation
Research and
Development
Market Insights Customer ExperienceCreative
Media Planning
Analytics
Human ResourceseCommerce
Brand Protection,
Risk Management
Compliance
Marketing PR/Corporate
Communications
Competitive
Intelligence
Customer Support
SOCIAL DATA

Source: Forrester’s Q4 2015 Global Enterprise Social Listening Platforms Customer Reference Phone/Online Survey
New use cases emerge for social insights

Customer Care Teams Use Social to Delight Angry
Customers
› Social as a customer service channel has been percolating for a while now.
› But social can be leveraged to preemptively delight customers.

Image source: https://www.alexandani.com/blog/tag/alex-and-ani-gift-guide/
Product teams use social insights for feedback and
development.
› Brands ask fans and follows what they think of products directly
› Customers are speaking openly about products and how they use them on
social, including posting images

Use Social To Ignite Post-Digital

Post-Digital hangs its hat on three principles

Be human: “create, cocreate, and curate”

Be helpful: insights into construction

Be handy: from 1:1 to 1:moment

Key Takeaways
It starts with Social Insights.
Follow POST to align strategy with tool selection.
Social Insights help improve functions around
your business.

35
#brandwatchtips
© 2016 Brandwatch.com© 2016 Brandwatch.com
Social
Intelligence
& Consumer
Insights

36
#brandwatchtips
“At it’s core, social listening platforms
reveal customer insights.”
FORRESTER, “UNRAVELLING THE SOCIAL TECHNOLOGY
WEB”

37
#brandwatchtips
1. Collect
Data
2. Process
Data
3. Discover
Insights
4.
Activate
Insights
4 steps in Consumer Insights work:

38
#brandwatchtips
Collecting
Data
Processing
Data
Discovering
Insights
Activating
Insights
Social intelligence supports...

39
#brandwatchtips
What keeps you up at night?
• Fully understanding customers
• Working more efficiently
• How to best activate insights
• Getting great quality questions from inside the business

40
#brandwatchtips
Challenge
Collecting
the complete
Voice of the
Customer
1.
Collect
Data

41
#brandwatchtips
Solution
● Raw Voice of the Customer
at a quantitative scale
● Fast, cost-effective,
accurate

42
#brandwatchtips
Example
M&S / ‘Major retailer’

43
#brandwatchtips
Challenge
Time
to Insight
3.
Discover
Insights

44
#brandwatchtips
Solution
● Automate tags and categories that matter
for your business
● Library of predefined, customizable use cases
● Visualize dynamic representations of audiences,
networks and discussion topics that highlight trends
● Get support from a team of experts

45
#brandwatchtips

46
#brandwatchtips
Challenge
Activating
Insights
4.
Activate
Insights

47
#brandwatchtips
Solution
Beautiful visualization
walls to distribute insights

48
#brandwatchtips

49
#brandwatchtips
Bonus
Challenge
Clarifying
questions
from inside
the business

50
#brandwatchtips
Solution
● Social research methodology is more flexible
● Re-segment data as you go

51
#brandwatchtips
Example
Dry hair example

52
#brandwatchtips
What keeps you up at night?
• Fully understanding customers
• Working more efficiently
• How to best activate insights
• Getting great quality questions from inside the business

53
#brandwatchtips

54
#brandwatchtips
Key Takeaways
● Social intelligence support the full chain of activities
● Social provides qualitative detailed and direct, raw Voice of
Customer
● Social research methodology is more flexible/exploratory

Social Consumer Insights: Why social is a vital component for uncovering the right data

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Social Consumer Insights: Why social is a vital component for uncovering the right data

Similar to Social Consumer Insights: Why social is a vital component for uncovering the right data (20)

More from Brandwatch

More from Brandwatch (20)

Recently uploaded

Recently uploaded (20)

Social Consumer Insights: Why social is a vital component for uncovering the right data