Arming Agencies for the Pitch

Crimson Hexagon
Crimson HexagonCrimson Hexagon
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
• Purpose
• Analytics that Inform & Empower
• Case Study: Pitch Support for Best Buy
• Key Takeaways for Agencies
• Social Intelligence Value Models
– Improving the Pitch with Social Intelligence (IPSI) Model
– Effective Advertising with Social Intelligence (EASI) Model
AGENDA
1
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Operating inan intensely fierce competitive environment, every advertising agency vies to
deliver the most compelling pitch to a prospect account. With several global agency clients,
the dynamics of the agency-client pitch piqued our interest at Crimson Hexagon. We were
curious: how can wedevelop amodel from which agencies can derive newvalue and help
winnew business?
Through deep analysis of social data, weseek to discover opportunities for agencies to
streamline the production of compelling content to incorporate into a pitch deck. We discuss
our research findings, and explain the implications for agencies and service providers
specializing in creative, digital, strategy, media—and everything in between.
PURPOSE
2
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Crimson Hexagon is uniquely effective in analyzing and interpreting conversation
surrounding distinct facets of the customer experience. We provide differentiation
value to our agency clients by uncovering and quantifying conversational nuances
around brand perception, purchase environment, product and service appeal,
advertising campaigns, celebrity endorsers, and much more.
To conduct this study, we had to dig deeper than basic sentiment classifications to
accurately discern consumer expectations and motivations. By linking these
nuanced opinions to our strategic research objective, Crimson Hexagon delivers
social intelligence on a potential client’s business that can be strategically
leveraged by agencies in a pitch setting.
ANALYTICS THAT INFORM & EMPOWER
3
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
RETAILER: Best Buy
BUSINESS
QUESTION: How can we deliver a more compelling pitch for a new account?
METHOD: Develop a framework for enhancing pitch materials by analyzing
the online conversations around shopping in-store at Best Buy
over a 12-month period.
CASE STUDY: AGENCY PITCH SUPPORT
1
BEST BUY IN-STORE
EXPECTATIONS
NEW PROGRAM
OPPORTUNITIES
2
ONGOING ANALYSIS
AND BENCHMARKING
3
4
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
AGENCY PITCH SUPPORT: RESULTS
FINDINGS:
A. Store convenience, product
availability continue to appeal to
in-store shoppers
B. Customer service at Best Buy is a
minor shopping incentive
A. The prime expectation (46%) is a
―playground‖ experience: it’s fun
and helpful to shop with friends &
family
BestBuy:ConsumerExpectationsofIn-StoreShopping
(1/1/11–12/31/11) 1,501,777RelevantPosts
EXPECTED
UNEXPECTED, STRATEGIC
OPPORTUNITY
UNEXPECTED, COUNTERINTUITIVE
A
B
C
5
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
AGENCY PITCH SUPPORT: RESULTS
SocialGratificationandPeerSupportatBestBuy
ThemesofConversation “@ohhellofriend hittin up
best buy with the hubs
and friends!”
-@Bri_Kim
“Who knew best Buy
would be soo much
fun!!!”
-@BExclusives
6
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
AGENCY PITCH SUPPORT: RESULTS
FINDINGS:
A. Store deals are most anticipated
with holiday shopping from
mid-Nov. to early Dec. (15%)
A. Expectation of in-store deals is
lowest from mid-July to early
Aug., at less than 2.5%
ExpectationofIn-StoreDealsatBestBuy
UNEXPECTED, STRATEGIC
OPPORTUNITY
EXPECTED
A
B
7
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
• The Crimson Hexagon ForSight™ platform empowers agencies to complete
comprehensive market research in a matter of hours
• Agencies can analyze online brand and product discussions, and contextualize
new findings for prospects
• Discover nuances in conversation related to each channel of prospect’s
business, across each country of operation
• Agencies can demonstrate strategic differentiation value by linking consumer
insights with ForSight to new creative program ideas
AGENCY PITCH SUPPORT: KEY TAKEAWAYS
8
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
• Major opportunity for Best Buy to leverage appeal as a ―playground‖
destination (46%)
- Opportunitytocreatespecialstoreevents,grouppromotions,challenges/competitions,
orRefer-A-Friendofferstofostersocialshoppingatretaillocations
- Centernewprogramsaroundspecificproductorserviceoffering
• Consumer anticipation of seasonal deals presents new opportunity
- BestBuycansurpriseandcapturecustomersbycreatingandpublicizingmid-summerstore
promotionsbeforethecompetitiveback-to-schoolsalescycle
AGENCY PITCH SUPPORT: KEY TAKEAWAYS
9
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
SO HOW CAN YOUR AGENCY ENHANCE THE PITCH
FOR ALL NEW PROSPECT ACCOUNTS?
10
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
SOCIAL INTELLIGENCE VALUE MODELS
PITCHING NEW IDEAS AND A NOVELAPPROACH
11
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
AGENCIES ALSO HAVE A POWERFUL WAY TO
DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS
RESONATE WITH CONSUMERS: IT’S EASI.
12
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
SOCIAL INTELLIGENCE VALUE MODELS
DEMONSTRATING CAMPAIGNROITO NEW CLIENTS
13
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Ogilvy, Paramount Pictures,
Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide,
Twitter, and many more. For more information go
to: http://www.crimsonhexagon.com.
CRIMSON HEXAGON
14
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
Learn More About Crimson Hexagon’s
BrightView™ Algorithm
Click Here for An Introduction To
BrightView ™ Algorithm
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Arming Agencies for the Pitch

  • 1. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.
  • 2. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • Purpose • Analytics that Inform & Empower • Case Study: Pitch Support for Best Buy • Key Takeaways for Agencies • Social Intelligence Value Models – Improving the Pitch with Social Intelligence (IPSI) Model – Effective Advertising with Social Intelligence (EASI) Model AGENDA 1
  • 3. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Operating inan intensely fierce competitive environment, every advertising agency vies to deliver the most compelling pitch to a prospect account. With several global agency clients, the dynamics of the agency-client pitch piqued our interest at Crimson Hexagon. We were curious: how can wedevelop amodel from which agencies can derive newvalue and help winnew business? Through deep analysis of social data, weseek to discover opportunities for agencies to streamline the production of compelling content to incorporate into a pitch deck. We discuss our research findings, and explain the implications for agencies and service providers specializing in creative, digital, strategy, media—and everything in between. PURPOSE 2
  • 4. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon is uniquely effective in analyzing and interpreting conversation surrounding distinct facets of the customer experience. We provide differentiation value to our agency clients by uncovering and quantifying conversational nuances around brand perception, purchase environment, product and service appeal, advertising campaigns, celebrity endorsers, and much more. To conduct this study, we had to dig deeper than basic sentiment classifications to accurately discern consumer expectations and motivations. By linking these nuanced opinions to our strategic research objective, Crimson Hexagon delivers social intelligence on a potential client’s business that can be strategically leveraged by agencies in a pitch setting. ANALYTICS THAT INFORM & EMPOWER 3
  • 5. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. RETAILER: Best Buy BUSINESS QUESTION: How can we deliver a more compelling pitch for a new account? METHOD: Develop a framework for enhancing pitch materials by analyzing the online conversations around shopping in-store at Best Buy over a 12-month period. CASE STUDY: AGENCY PITCH SUPPORT 1 BEST BUY IN-STORE EXPECTATIONS NEW PROGRAM OPPORTUNITIES 2 ONGOING ANALYSIS AND BENCHMARKING 3 4
  • 6. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS FINDINGS: A. Store convenience, product availability continue to appeal to in-store shoppers B. Customer service at Best Buy is a minor shopping incentive A. The prime expectation (46%) is a ―playground‖ experience: it’s fun and helpful to shop with friends & family BestBuy:ConsumerExpectationsofIn-StoreShopping (1/1/11–12/31/11) 1,501,777RelevantPosts EXPECTED UNEXPECTED, STRATEGIC OPPORTUNITY UNEXPECTED, COUNTERINTUITIVE A B C 5
  • 7. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS SocialGratificationandPeerSupportatBestBuy ThemesofConversation “@ohhellofriend hittin up best buy with the hubs and friends!” -@Bri_Kim “Who knew best Buy would be soo much fun!!!” -@BExclusives 6
  • 8. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCY PITCH SUPPORT: RESULTS FINDINGS: A. Store deals are most anticipated with holiday shopping from mid-Nov. to early Dec. (15%) A. Expectation of in-store deals is lowest from mid-July to early Aug., at less than 2.5% ExpectationofIn-StoreDealsatBestBuy UNEXPECTED, STRATEGIC OPPORTUNITY EXPECTED A B 7
  • 9. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • The Crimson Hexagon ForSight™ platform empowers agencies to complete comprehensive market research in a matter of hours • Agencies can analyze online brand and product discussions, and contextualize new findings for prospects • Discover nuances in conversation related to each channel of prospect’s business, across each country of operation • Agencies can demonstrate strategic differentiation value by linking consumer insights with ForSight to new creative program ideas AGENCY PITCH SUPPORT: KEY TAKEAWAYS 8
  • 10. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. • Major opportunity for Best Buy to leverage appeal as a ―playground‖ destination (46%) - Opportunitytocreatespecialstoreevents,grouppromotions,challenges/competitions, orRefer-A-Friendofferstofostersocialshoppingatretaillocations - Centernewprogramsaroundspecificproductorserviceoffering • Consumer anticipation of seasonal deals presents new opportunity - BestBuycansurpriseandcapturecustomersbycreatingandpublicizingmid-summerstore promotionsbeforethecompetitiveback-to-schoolsalescycle AGENCY PITCH SUPPORT: KEY TAKEAWAYS 9
  • 11. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SO HOW CAN YOUR AGENCY ENHANCE THE PITCH FOR ALL NEW PROSPECT ACCOUNTS? 10
  • 12. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SOCIAL INTELLIGENCE VALUE MODELS PITCHING NEW IDEAS AND A NOVELAPPROACH 11
  • 13. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. AGENCIES ALSO HAVE A POWERFUL WAY TO DEMONSTRATE TO NEW CLIENTS THAT CAMPAIGNS RESONATE WITH CONSUMERS: IT’S EASI. 12
  • 14. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. SOCIAL INTELLIGENCE VALUE MODELS DEMONSTRATING CAMPAIGNROITO NEW CLIENTS 13
  • 15. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Crimson Hexagon, founded in 2007, is the leading provider of analysis software that delivers business intelligence from social media data for global corporations. Powered by patented technology developed at Harvard University’s Institute for Quantitative Social Science, the Crimson Hexagon ForSight™ platform delivers the industry’s most comprehensive Big Data analysis capabilities for a variety of large-scale data sources. Clients include leading global organizations such as: Microsoft, Ogilvy, Paramount Pictures, Edelman StrategyOne, Starbucks, Simon & Schuster, MRM Worldwide, Twitter, and many more. For more information go to: http://www.crimsonhexagon.com. CRIMSON HEXAGON 14
  • 16. PROPRIETARY & CONFIDENTIAL © CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED. Learn More About Crimson Hexagon’s BrightView™ Algorithm Click Here for An Introduction To BrightView ™ Algorithm