ALISA LEONARD // @ALISAMLEO [email protected] [email protected] + + + FUTURE OF INSIGHT DELIVERY RIGHT INTEL CLIENT SUMMIT 2013
The Future of Insight Delivery
Jan 21, 2015
Examining how Right Intel can help agencies evolve how they think about and deliver insights and IP.
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ALISA LEONARD // @[email protected]@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.
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