THE NEED FOR SOCIAL MEDIA

INSIGHTS

At the heart of every brief are its insights

typically either Brand or Consumer insights

Consumer insight: a category relevant

need/want

Brand insight: an offering unique to

category

together they can make a powerful idea

So how does media channel selection play

into this?

Social media is often chosen because of

reach & engagement potential

but how do you know how to leverage it to

get engagement?

the answer: Social Insights

Social Insights are less to do with how

consumers relate to a product category

and more about how they interact with

brands, other consumers & social

media tools.

consider these following examples:

whopper sacrifice.social insight:

The collection of digital friendships made every friend you have less valuable to you

canon mystorysocial insight:

Facebook had become more about telling stories through photo & photo commentary

my obamasocial insight:

Every user participates differently. There is a need for choice in what form and how

you want to get involved.

all these combined brand, consumer &

social insights to great success.

consider this additional example:

lynx partyacrosstheinternetinvolved OTP display, video & interactivity sending you on a

party across the net...

the final destination was a facebook fanpage with a

call-to-action to become a fan...

lynx partyacrosstheinternet

social insight: ??

the social insight was missing.what if they had considered

what was an important social interaction for their target

audience...

that facebook events are all about projecting status

(=social insight)

armed with this insight, the call-to-action could have

been an event page...

where more engagement and offline brand interaction

could take place...

stronger brand associations formed and encouraging peer

sharing through networks.

NB! you might be thinking,

‘these are all obvious & not insightful’

Consider this definition:‘an insight, once discovered, seems so obvious, that you

cannot believe you missed it’-anonymous planner

Moral of the story is..

think! what social interaction insights can I discover to help inform

the creatives.

...to give them a push in the right direction.

See The Forest Through The Treeshttp://throughthetrees.tumblr.com

Thoughts by Marek Wolski@marekting