Examining how Right Intel can help agencies evolve how they think about and deliver insights and IP.

1. FUTURE OF INSIGHT DELIVERY
RIGHT INTEL CLIENT SUMMIT 2013
ALISA LEONARD // @ALISAMLEO
ALISAMLEO@GMAIL.COM
ALISA@SOCIALDEVIANT.COM
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2. INSIGHTS plural of in·sight (Noun)
The capacity to gain an accurate and deep intuitive
understanding of a person or thing.

3. INSIGHTS are the backbone of every agency.
Staying smart isn’t a chore, it’s a culture.
Thought leadership Trends & culture shift
Industry knowledge Subject matter expertise
Business intelligence Performance & optimization
Ideas Application & execution
Sales Value-creation

4. SMARTER
Client’s business

5. SMARTER
Marketing performance

6. SMARTER
Industry & competitors

7. SMARTER
Trends & consumer behavior

8. SMARTER
Cultural inflection points

9. SMARTER. PERIOD.

10. 3 THINGS
WE’LL COVER TODAY
1. Marketing The Big Shift
2. Agencies & Insights An approach to insight delivery
3. Right Intel in action socialdeviant + Right Intel +
Kellogg School of Management

11. 1. THE BIG SHIFT
A SOCIALLY CONNECTED WORLD
Non-linear storytelling. Brands are are stories
Co-creation. Brand stories are social, co-created narratives
ZMOT. Marketing is just-in-time content & conversation
Always-on. Engagement is always-on and programmatic
Iterative & adaptive. Execution is iterative and adaptive

12. FROM >> TO
ALWAYS-ON // REAL-TIME STORYTELLING
FROM: TO:
Site
Paid
BRAND
STORY
SOCIAL
SPACES
Advertising CONTENT MIX
Owned
PARTNER
3RD PARTY
INFLUENCERS
Social
Earned
From fixed channel model to federated content model

13. A NEW MODEL
ALWAYS-ON // REAL-TIME STORYTELLING
INTEGRATED
STORYTELLING
Bought Earned Owned
Publishing Propagation Audience Management
CONTENT MIX
Owned Partners APIs Curated Observed
Themes Topics Formats Volume + Frequency
INSIGHTS
Real-Time Insights Platform

14. SO WHAT?
REAL-TIME INSIGHTS FOR REAL-TIME MARKETING
DISCOVERY &
STRATEGY
CONTENT MIX
TEST & MODELING &
ITERATIE ENGAGEMENT
PLANNING
MEASURE REAL-TIME PRODUCTION,
CURATION,
SOLICITATION
INSIGHTS
PLATFORM
COMMUNITY
CROSS-
MANAGEMENT
PLATFORM
+ INFLUENCER
ACTIVATION
OUTREACH
ACTIVE CHANNEL
LISTENING OPTIMIZATION

15. 2. AGENCIES
INSIGHTS FUEL THE AGENCY VALUE CHAIN
SALES >> SOLUTIONS >> CLIENT CARE >> PERFORMANCE >> GROWTH
THOUGHT LEADERSHIP EXPERTISE CLIENT SUCCESS
CONSUMER INDUSTRY & CLIENT &
CULTURAL TRENDS
BEHAVIOR COMPETITORS PERFORMANCE

16. THE CHALLENGE
AGENCY PAIN POINTS
I’m data-rich but information poor We have too many tools, and I
don’t use half of them (or know
how to)
Insights are often siloed across Reporting is a 4-letter word
teams and functions
There’s a gap between insights and Delivering insights to clients is
application, knowledge and action painful. PPT is a 4-letter word

17. FROM >> TO
TIME TO SHIFT
FROM TO
Ad hoc Always-on & Just-In-Time
Siloed Federated
Channel Impact
What So-What
Charts & data Context & human truths
Reporting Storytelling
One-way Client collaboration
Task MO

18. INSIGHTS 5C’S
AN APPROACH FOR AGENCIES
CONSTIUENTS CONTENT
• Who are the internal teams? • What do they need to know?
• Clients audiences? • Quant & Qual?
• Industry audiences? • What are the stories we need to tell?
• What are their needs // barriers? • Where will the information come from?
CONTEXT COLLABORATION
• How does this affect our client’s business? • Who contributes?
• What’s the “so-what”? • How do we involve clients?
• How are we delivering the right stories to • Ho do we leverage influencers and innovators?
the right client audiences at the right time?
CONTINUITY
• How do we proactively apply insight to action?
• How do we track our progress?

19. CENTERED ON
HUMAN TRUTHS
DATA > CONTEXT > HUMAN TRUTH > INSIGHT
HUMAN TRUTH INSIGHT APPLY IT
Be human. Break down walls to not only
People are inherently Letting them look behind the curtain humanize the brand, but also build
voyeuristic. can be very powerful. connections between brand and customer
by giving them access.
Everybody wants to be Engagement can happen Inspire expression. Give consumers a
seen and heard. anywhere, at anytime. platform to express themselves.
People are Whether it’s TV, social Optimize for non-linear consumption.
unpredictable, and discover media, digital, print, or Content stories should be consistent,
content differently. WOM, discovery points differ for regardless of discovery platform or time.
everyone.
People tend to follow, not People are easily influenced. Find and feed the influencers. Build and
lead. But they do want to grow an army of advocates.
be lead.
Attention makes people It doesn’t take much to make a Talk with, not at customers. Use social
feel good. customer feel special. media to deliver on customer needs.

20. THE FUTURE OF INSIGHT
DELIVERY lies in contextualizing
quantitative data and qualitative
information to tell an actionable brand
narrative centered around key business
questions, anchored by human truths

21. RIGHT INTEL
STORIES
MEANSINGFUL BRAND NARRATIVES

22. 3. EXAMPLE // IN ACTION
PRINCIPLES // APPLYING THE 5C’S
Engage all constituents. From strategy to creative, internal and client
teams, senior to junior, everyone contributes & consumes
Curate the right content, and a bit from left-field. Quantitative data,
trending news, conversation, qualitative thinking, case studies, innovations
centered around key Kellogg marketing questions. And sometimes not.
Context is king. What’s important, what it means, how we apply it
Collaboration = better insights. Insights are a two-way street, Kellogg is
a partner in thinking and doing
Continuity is crucial. Always-on delivery // process for applying insights,
tracking progress and internalizing new learnings

23. HOW WE DO IT
TARGET INSIGHTS // AUDIENCE NEEDS
FOCUS ON INSIGHTS THAT MEET
THE NEEDS OF SPECIFIC CLIENT AUDIENCES
ADMISSIONS MARCOMM DEAN & BOARD
Quick-wins Marketing Strategic Business
Best practices Performance Intelligence

24. HOW WE DO IT
THINK EDITORIALLY // CONTENT MIX
Themes & Topics Sources Formats Frequency +
Volume
What are our core What sources of data Which are the best
insight themes based and information do we formats to both How often and how
on client business need to curate content internalize and publish much are delivering?
objectives? from? our insights?
Which topic categories
ladder up to these
themes?

25. HOW WE DO IT
INTERNAL KNOWLEDGE SHARING
// STAYING SMART
• Content mix
• Editorial
calendar
• Responsibility
maps
• Daily
publishing
• Testing &
application

26. HOW WE DO IT
INSIGHT & IDEA DELIVERY //
TRACKING IDEA IMPLEMENTATION
• Content mix
• Editorial
calendar
• Responsibility
maps
• Daily publishing
• Testing &
application
• Implementation
tracking

27. THE UPSHOT
SMARTER SOCIALDEVIANT,
SMARTER CLIENT, DEEPER RELATIONSHIP
• RETAINED INSIGHTS & IP DELIVERY ENGAGEMENT
• “ONE TEAM” MENTALITY
• 95% OF IDEAS IMPLEMENTED
• ACCOUNT GROWTH
• ELEVATED TO LEAD AGENCY ROLE
• SMARTER WORKFLOW & HIGHER MARGIN

28. “I so appreciate all that you have done
for Kellogg…It means a lot to me and
to Kellogg. You (socialdeviant) energize
and inspire me each time we meet.”
– Dean, Kellogg School of Management

29. INSIGHTS are brand stories, marketing triumphs
and happy clients waiting to happen.
RIGHT INTEL helps us make it happen.

30. THANK YOU
RIGHT INTEL CLIENT SUMMIT 2013
ALISA LEONARD // @ALISAMLEO
ALISAMLEO@GMAIL.COM
ALISA@SOCIALDEVIANT.COM
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