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THE STATE OF SOCIAL INSIGHTISOLATED
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IPA Social Works & BrainJuicer
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THE STATE OF SOCIAL INSIGHT
1. Dramatically varied levels of experience and knowledge.
2. A continuously changing playing field – new platforms, new rules, new behaviour
3. Large amounts of ‘invisible’ work behind the scenes.
4. The main problem isn’t doing the work… it’s using the output.
5. Social insight needs integration on multiple levels.
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A SOCIAL PLATEAU?
20
30
40
50
60
70
H1 2013 H2 2013 H1 2014 H1 2015 H2 2015
Online Communities Social Media Analytics Text Analytics
GRIT Report (2013-2015): Penetration of social technologies may have peaked
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KEY ADVICE
1. EXPECTATIONS: IT’S NOT “INSIGHT ON TAP”
2. RESULTS: ALIGN WITH REAL KPIs
3. CAPABILITIES: INVEST IN INTERPRETATION
4. INTEGRATION: LEAVE THE SILOS BEHIND
5. OWNERSHIP: DIFFUSING THE DATA
6. SKILLS AND MENTALITY: PLAN FOR CHANGE
7. STRATEGY: EMBRACE THE LONG-TERM
“90% of marketers are not trained in marketing performance & marketing ROI” media release 8th April 2014
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EXPECTATIONS: SOCIAL INSIGHT BENEFITS
6
Scale
Relevance
AuthenticitySpeed
Cost
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SOCIAL INSIGHT IS NOT ‘INSIGHT ON TAP’
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EXPECTATIONS: THE INVISIBLE LABOUR OF SOCIAL
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THE SCALE OF SOCIAL ALLOWS VIRTUALLY ANY HYPOTHESIS TO BE JUSTIFIFED
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RESULTS: 4 QUESTIONS FOR BETTER OUTCOMES
1. Have you set clear objectives for the project?
2. Are any KPIs aligned with the main metrics the business is interested in?
3. How wide a range of sources and platforms are you using?
4. Do you have a ‘second opinion’ on hand to sense-check your output?
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CAPABILITIES: TOOLS AND ANALYSTS
Tools
• Collect and filter data
• Broadly similar capabilities
• Easy to train key skills
Analysts
• Interpret and communicate data
• Very different capabilities
• Hard to train key skills
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CAPABILITIES: SOCIAL INSIGHT TOOL CHECKLIST
1. How quickly does it respond to platform changes?
2. How intuitive are its reporting tools?
3. How easy is it to set-up and maintain?
4. How wide are the sources it covers?
5. How capable is it of handling bespoke data?
6. How much historical data does it cover?
7. How are prices and contracts structured?
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SPORT ENGLAND CASE STUDY - #THISGIRLCAN
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SPORT ENGLAND CASE STUDY – INFORMING THE CAMPAIGN
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INTEGRATION: A SILO MENTALITY
0 10 20 30 40 50
Focus Groups
Online
Communities
Social Media
Big Data
Insights Marketing
Source: WFA (2016)
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INTEGRATION: WHERE TRADITIONAL AND SOCIAL MEET
Enhancing Data
Niche Participants
Improving Analysis
New KPIs Efficiencies
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INTEGRATION: BREAKING OUT OF THE SILOS
Social Insight
• Drop the “challenger” mentality
Tool Vendors
• Design for researchers not just marketers
Traditional Insight
• Upskill for social insight
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OWNERSHIP: SOCIAL INSIGHT’S DILEMMA
Democratisation Professionalisation
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OWNERSHIP: DIFFUSED INTEGRATION
Buy-in
Training
MentoringCommunication
Impact
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DIFFUSED INTEGRATION
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MINDSET: MINDSET > SKILLSET
Mindset
• Experimental
• Agile
• Collaborative
Skillset
• Multi-platform experience
• Knowledge of tools
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THE ONLY CONSTANT IS CHANGE
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MINDSET: MANAGING SOCIAL MEDIA CHANGE
• “Shiny objects”. Stay informed but resist temptation.
New Platforms (eg YikYak, Periscope)
• Priority for experiment. Develop POV on platform strategy.
New Features (eg Facebook Live)
• Understand and anticipate
New Behaviours (eg selfies, hashtags)
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CASE STUDY: GE HEALTHCARE – ONGOING VALUE CREATION
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THE LIMITS OF REAL TIME?
As social insight gets
faster…
…it’s pushed more into a tactical role
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Social is like the River Nile – a great resource but you wouldn’t want to drink straight from it
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THE RISE OF DIGITAL SHORT-TERMISM
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KEY ADVICE
1. Manage expectations and plan for “invisible labour”
2. Set clear objectives and align social insight with existing KPIs
3. Invest in your analysts
4. Drop “challenger” mentality, upskill people with right mindset
5. Democratise by training, mentoring and communication
6. Focus on new features on high-reach platforms and new behaviours
7. Don’t neglect social insight for long-term strategy
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Contact
Tom EwingSenior Director BrainJuicer LabsTel: +44 7715 859127 [email protected]
Ellen de KruijfCountry Director Netherlands & NordicsTel: [email protected]
