From Social Data to Social Insight
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1 From Social Data to Social Insight James Withey and Dan Miles, Precise #SMWinsightsrevealed
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our talk for this years Social Media Week focsed on Social Insights - how to generate actionable insights from the social web. And how just relying on monitoring data just adds to the noise...
Transcript of From Social Data to Social Insight
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From Social Data to Social InsightJames Withey and Dan Miles, Precise
#SMWinsightsrevealed
From Social Data to Social Insight
Agenda
Our kind of social data
Social insight – what it is and how we get to it
Sharing the love
Who? Where? Why?
What next?
Q&A
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Our kind of social data
anyone EXPERTISE expert
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Social Data means different things
Image courtesy of Hampton Roads Partnership from Flickr
But the raw data is the good stuff
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‘...Information gently but relentlessly drizzles down on us in an invisible, impalpable electric rain’. Hans Christian von Baeyer
‘...Information gently but relentlessly drizzles down on us in an invisible, impalpable electric rain’. Hans Christian von Baeyer
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Monitoring is crucial but it’s just more data. Not insight
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A classic piece of monitoring data – Volume Trend over time
Blogs Micro-Media Forums Comments Facebook Video / Images
Vol
ume
of S
ocia
l Med
ia C
over
age
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And don’t even get me started on ‘automated sentiment’
Sentiment analysis is useful – but it has to be coded by human hand
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Social insight – what it is, and how we get to it
12 Images courtesy of Magnetbox from Flickr
Why is an insight is like a refrigerator?
13 Image courtesy of crazytales562 from Flickr
Once you look into it, the light comes on.Jeremy Bullmore
Image courtesy of Orin Zebest from Flickr
“There are known knowns; there are things we know we know.
We also know there are known unknowns; that is to say we know there are some things we do not know.
But then there are also unknown unknowns – there are things we do not know we don’t know.”
Donald Rumsfeld, 2002
Image courtesy of Sean MacEntee from Flickr
Beware of face value
Image courtesy of tuppus from Flickr
But don’t read in what just isn’t there.
Image courtesy of Andre Charland from Flickr
Image courtesy of Joost J Bakker from Flickr
Context really, really, really matters
The more sources
the better the sauce
Image courtesy of paul-simpson.org from Flickr
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Sharing the love
Some examples of what we consider a Social Insight
“All truths are easy to understand once they are discovered. The point is to discover them.”Galileo
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BT invited key social influencers into an MROC
Lower Share of Voice
Low positive reputational impact Strong positive reputational impact
Low negative reputational impact Highly Negative Conversations
Higher Share of Voice
NS: +5
NS: Net Sentiment
NS: +4NS: +4
NS: -14
NS: +21
NS: +10
Highly Positive Conversations
We layered thematic trending over share of voice for insights into mobile brands
Strong negative reputational impact
M&S used Facebook content analysis to identify a latent consumer need – the truest sense of crowdsourcing?
Best For New
Happy To Help
Quality You Can Trust
Always Available
Every Day Low Prices
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
ASDA brand values reflected in social media conversation
Positive Negative Neutral
Percentage of All Social Media Conversations
We mapped Asda‘s customer pledges against top conversational themes.
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Who? Where? Why?
Where can Social Insights be used?
Crisis Management
Image courtesy of Karsun Designs via Flickr
Social media strategy and messaging
Image courtesy of Zigazou76 via Flickr
‘I consume therefore I am’
Brand reputation
Image courtesy of Christian Haugen via Flickr
Customer experience
Research and Development
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What next?
Image courtesy of Frogman! From Flickr
More sources of insight
Social media
CRM
Real-time
experience
Purchasing history
Multi-channel
behaviours
Traditional research
Social CRMand digital channels
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Big opportunities – comes from aligning insights
Source A Insight
‘Big Insight’
Source B Insight
Source C Insight
Source D Insight
Source E Insight
Source F Insight
Source G Insight
Image courtesy of Frogman! From Flickr
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Thank you#SMWinsightsrevealed
Dan Miles; James Withey
[email protected]; [email protected]
T. +44 (0)20 7264 6469; +44 (0)207 7264 6316
www.precise.co.uk
@precisetweets
