The Future of Insight Delivery

ALISA LEONARD // @ALISAMLEOALISAMLEO@GMAIL.COMALISA@SOCIALDEVIANT.COM + + +

FUTURE OF INSIGHT DELIVERYRIGHT INTEL CLIENT SUMMIT 2013

INSIGHTS  plural of in·sight (Noun)

The capacity to gain an accurate and deep intuitive understanding of a person or thing.

INSIGHTS  are the backbone of every agency.

Staying smart isn’t a chore, it’s a culture.

Thought leadership Trends & culture shiftIndustry knowledge Subject matter expertiseBusiness intelligence Performance & optimizationIdeas Application & executionSales Value-creation

SMARTER

Client’s business

SMARTER

Marketing performance

SMARTER

Industry & competitors

SMARTER

Trends & consumer behavior

SMARTER

Cultural inflection points

SMARTER. PERIOD.

3 THINGSWE’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

1. THE BIG SHIFTA 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

FROM >> TOALWAYS-ON // REAL-TIME STORYTELLING

3RD PARTYINFLUENCERS

BRAND STORY

CONTENT MIX

PARTNER

SOCIALSPACES

Site

Advertising

Social

Paid

Owned

Earned

FROM: TO:

From fixed channel model to federated content model

A NEW MODELALWAYS-ON // REAL-TIME STORYTELLING

Themes Topics Formats Volume + Frequency

Real-Time Insights Platform

Publishing Propagation Audience Management

Owned Partners APIs Curated Observed

INSIGHTS

CONTENT MIX

INTEGRATED STORYTELLING

Bought Earned Owned

SO WHAT?REAL-TIME INSIGHTS FOR REAL-TIME MARKETING

DISCOVERY &

STRATEGYCONTENT

MIX MODELING

& ENGAGEME

NT PLANNING

PRODUCTION,

CURATION,SOLICITATI

ON

CROSS-PLATFORM ACTIVATIO

N

CHANNEL OPTIMIZATI

ON

ACTIVE LISTENING

COMMUNITY

MANAGEMENT +

INFLUENCER

OUTREACH

MEASURE

TEST & ITERATIE

REAL-TIME INSIGHTS PLATFORM

2. AGENCIESINSIGHTS FUEL THE AGENCY VALUE CHAIN

CULTURAL TRENDSCONSUMER BEHAVIOR

INDUSTRY & COMPETITORS

CLIENT & PERFORMANCE

THOUGHT LEADERSHIP EXPERTISE CLIENT SUCCESS

SALES >> SOLUTIONS >> CLIENT CARE >> PERFORMANCE >> GROWTH

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 teams and functions

Reporting is a 4-letter word

Delivering insights to clients is painful. PPT is a 4-letter word

There’s a gap between insights and application, knowledge and action

FROM >> TOTIME TO SHIFT

FROM TO

Ad hocSiloed

ChannelWhat

Charts & dataReportingOne-way

Task

Always-on & Just-In-TimeFederatedImpactSo-WhatContext & human truthsStorytellingClient collaborationMO

INSIGHTS 5C’SAN APPROACH FOR AGENCIES

CONSTIUENTS

• Who are the internal teams?• Clients audiences?• Industry audiences?• What are their needs // barriers?

CONTENT

• What do they need to know?• Quant & Qual?• What are the stories we need to tell?• Where will the information come

from?

CONTEXT

• How does this affect our client’s business?

• What’s the “so-what”?• How are we delivering the right

stories to the right client audiences at the right time?

COLLABORATION

• Who contributes?• How do we involve clients?• Ho do we leverage influencers and

innovators?

CONTINUITY

• How do we proactively apply insight to action?

• How do we track our progress?

HUMAN TRUTH INSIGHT APPLY IT

People are inherently voyeuristic.

Everybody wants to be seen and heard.

People are unpredictable, and discover content differently.

People tend to follow, not lead. But they do want to be lead.

Attention makes people feel good.

Letting them look behind the curtain can be very powerful.

Engagement can happen anywhere, at anytime.

Whether it’s TV, social media, digital, print, or WOM, discovery points differ for everyone.

People are easily influenced.

It doesn’t take much to make a customer feel special.

Be human. Break down walls to not only humanize the brand, but also build connections between brand and customer by giving them access.

Inspire expression. Give consumers a platform to express themselves.

Optimize for non-linear consumption. Content stories should be consistent, regardless of discovery platform or time.

Find and feed the influencers. Build and grow an army of advocates.

Talk with, not at customers. Use social media to deliver on customer needs.

CENTERED ON HUMAN TRUTHSDATA > CONTEXT > HUMAN TRUTH > INSIGHT

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

RIGHT INTEL STORIESMEANSINGFUL BRAND NARRATIVES

3. EXAMPLE // IN ACTIONPRINCIPLES // 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

HOW WE DO ITTARGET INSIGHTS // AUDIENCE NEEDS

FOCUS ON INSIGHTS THAT MEET THE NEEDS OF SPECIFIC CLIENT AUDIENCES

ADMISSIONSQuick-wins

Best practices

MARCOMMMarketing

Performance

DEAN & BOARDStrategic Business

Intelligence

HOW WE DO ITTHINK EDITORIALLY // CONTENT MIX

Themes & Topics

What are our core insight themes based on client business objectives?

Which topic categories ladder up to these themes?

Sources

What sources of data and information do we need to curate content from?

Formats

Which are the best formats to both internalize and publish our insights?

Frequency +Volume

How often and how much are delivering?

HOW WE DO ITINTERNAL KNOWLEDGE SHARING// STAYING SMART

• Content mix

• Editorial calendar

• Responsibility maps

• Daily publishing

• Testing & application

HOW WE DO ITINSIGHT & IDEA DELIVERY //TRACKING IDEA IMPLEMENTATION

• Content mix

• Editorial calendar

• Responsibility maps

• Daily publishing

• Testing & application

• Implementation tracking

THE UPSHOTSMARTER 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

“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

INSIGHTS  are brand stories, marketing triumphs and happy clients waiting to happen.

RIGHT INTEL  helps us make it happen.

ALISA LEONARD // @ALISAMLEOALISAMLEO@GMAIL.COMALISA@SOCIALDEVIANT.COM + + +

THANK YOURIGHT INTEL CLIENT SUMMIT 2013