Date post: | 01-Nov-2014 |
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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