Prezentare Brandfluence 2023 - Social Media Trends
Listening through customer insights
1. Turning data into action
is the top organizational issue
facing business leaders and
marketers today. Source: IBM Global Report
2. Established in 1998, Privately held
Located in downtown Toronto
Award Winning, Industry Leadership
A fusion of research, consulting and
design
Quick Facts.
6. Good vs. Bad Questions
Q1. Do you know the main usage of Prebiotics?
- Yes
- No
- No sure
Q2. To the best of your knowledge, which of the following statements
about Prebiotics usage is correct (please don’t guess)?
- Prebiotics are used to treat high cholesterol
- Prebiotics are used to restore healthy bacteria
- Prebiotics are used to feed healthy bacteria
- Prebiotics are used to kill harmful bacteria
- Don’t know
While over 50% of the respondents in the general adult population responded “Yes”
to Question 1, only 13% were able to answer correctly for Question 2 (“Prebiotics are
used to feed healthy bacteria”).
7. Good vs. Bad Questions
Q. Why do you like our magazine?
- Because it’s informative
- Because it’s available on line
- Because it’s free
- Because it has great ads
- Other (please specify)
Well, if one conducts this survey to better understand his or her customer, wouldn’t it be
more meaningful to ask what is missing in the magazine and what can be improved?
Q. How much would you pay for the product?
- $10.99
- $11.99
- $12.99
16. Voice of the Customer Data
Support tickets
Contact Data
Lead source
Order history
Contact Information
Customer Satisfaction
Social Media Conversations
Product Enhancement
Feedback
Support Experience
Research
25. Weekly survey of 1000 Canadians
Demographically representative of
Canadian Population
Results include your proprietary
questions cross-tabulated by key
demographic variables (age, region,
gender, income)
Ask 1 Question for Quick Insight
Omnibus
28. Generation5 has created an algorithm that “predicts” how every
residential postal code in Canada is demographically evolving with 98%
accuracy; data can be used to target your best customers
Environics Analytics provides companies the ability to understand
habits and trends of Canadians in every postal code via their
proprietary Prizm C2 Segmentation algorithm
Aggregated Data
32. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.
• Remind or trigger
a need
• Recognize I have
a problem
• Address a pain
point
• Remind or trigger
a need
• Recognize I have
a problem
• Address a pain
point
• I don’t know what I
don’t know
• Draw me a
scenario
• I have questions
• I don’t know what I
don’t know
• Draw me a
scenario
• I have questions
• Deal with the
immediate need
• Be relevant
• Personalize
• Partnership
• Privacy/trust
• Deal with the
immediate need
• Be relevant
• Personalize
• Partnership
• Privacy/trust
• Clarify
• Validate
• Satisfaction
• Reality
• Clarify
• Validate
• Satisfaction
• Reality
• Anxious
• Defensive
• Distracted
• Hopeful
• Anxious
• Defensive
• Distracted
• Hopeful
• Ambivalent
• Curious
• Guarded
• Open
• Ambivalent
• Curious
• Guarded
• Open
• Interested
• Frustrated
• Excited
• Feel good
• Interested
• Frustrated
• Excited
• Feel good
• Resolved
• Loyal
• Confident
• Resolved
• Loyal
• Confident
Relevance, trust, fear,
acknowledgement, time,
convenience, distraction
Relevance, trust, fear,
acknowledgement, time,
convenience, distraction
Style, approach, language,
expectations, time,
knowledge of client
Style, approach, language,
expectations, time,
knowledge of client
Literacy, risk tolerance,
convenience, time,
commitment
Literacy, risk tolerance,
convenience, time,
commitment
AttractAttract InteractInteract EngageEngage ConvertConvert
Trigger a needTrigger a need Understand the
need
Understand the
need Provide solutionsProvide solutions ActAct
Needs
Objectives
Barriers
Feelings
33. What is a Customer Journey Map?
MapAction
Mobile
App
QR /
UPC
Code
Click
to
Chat
Front
Line
Staff
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.
34. What is a Customer Journey Map?
A visualization of a customers’ objectives, needs, feelings and barriers throughout the path-to-
purchase for a product, service or brand.
50. Research for Presentations
-Conferences are looking for data to back up point of view
-90%+ of all presentations at the CMA national conference had a research metric
in the presentation
-Consumable pieces of research in presentations have the ability to go viral