Social Media Insights
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The NEED for Social Media Insights. Perhaps it is time to add a new type of insight to briefs.
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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?
- 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.
- 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.
- 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