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

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Who? Where? Why?

What next?

Q&A

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Our kind of social data

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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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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

dan.miles@precise.co.uk; james.withey@precise.co.uk

T. +44 (0)20 7264 6469; +44 (0)207 7264 6316

www.precise.co.uk

@precisetweets