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Social Media Insights
1.
THE NEED FOR SOCIAL
MEDIA INSIGHTS
2.
At the heart
of every brief are its insights
3.
typically either Brand or
Consumer insights
4.
Consumer insight: a
category relevant need/want
5.
Brand insight: an offering
unique to category
6.
together they can make
a powerful idea
7.
So how does
media channel selection play into this?
8.
Social media is
often chosen because of reach & engagement potential
9.
but how do
you know how to leverage it to get engagement?
10.
the answer: Social Insights
11.
Social Insights are
less to do with how consumers relate to a product category
12.
and more about
how they interact with brands, other consumers & social media tools.
13.
consider these following examples:
14.
whopper sacrifice.
social insight: The collection of digital friendships made every friend you have less valuable to you
15.
canon mystory
social insight: Facebook had become more about telling stories through photo & photo commentary
16.
my obama
social insight: Every user participates differently. There is a need for choice in what form and how you want to get involved.
17.
all these combined
brand, consumer & social insights to great success.
18.
consider this additional example:
19.
lynx partyacrosstheinternet involved
OTP display, video & interactivity sending you on a party across the net...
20.
the final destination
was a facebook fanpage with a call-to-action to become a fan...
21.
lynx partyacrosstheinternet
social insight: ??
22.
the social insight
was missing. what if they had considered what was an important social interaction for their target audience...
23.
that facebook events
are all about projecting status (=social insight)
24.
armed with this
insight, the call-to-action could have been an event page...
25.
where more engagement and
offline brand interaction could take place...
26.
stronger brand associations formed
and encouraging peer sharing through networks.
27.
NB! you
might be thinking, ‘these are all obvious & not insightful’
28.
Consider this definition:
‘an insight, once discovered, seems so obvious, that you cannot believe you missed it’ -anonymous planner
29.
Moral of the
story is..
30.
think! what social interaction
insights can I discover to help inform the creatives.
31.
...to give them
a push in the right direction.
32.
See The Forest
Through The Trees http://throughthetrees.tumblr.com Thoughts by Marek Wolski @marekting
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