Campaign insight

Five ways social insight can help inspire, inform and measure campaigns

Dan MilesNew Business ConsultantPrecise+44 (0)20 7264 4767dan.miles@precise.co.uk@PreciseTweetswww.precise.co.uk

Five ways in which social insight can optimise campaigns

1. Inform strategy.

2. Inspire creative content.

3. Optimise integration.

4. Identify the impact on consumer expectations.

5. Identify the ‘IROI’.

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Inform strategy

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Content from the social web can be used to inform

campaign strategy.

By exploring conversations around a brand and its

competitors, or around the key issues and topics the

campaign is intended to address, it is possible to inform

the way a campaign should be focused.

Example: Asda.

By looking at the social content generated in relation to

Asda, and using its five customer pledges as broad

themes into which we can theme relevant content, we

can identify learnings to inform campaign strategy.

Of the significant proportion of conversations that are

around prices and value ay Asda, we find that

entertainment product prices / offers are particularly

likely to spark positive conversations. Therefore, a social

campaign promoting this category of products is likely to

have a disproportionate impact on the value perception

of Asda amongst social media users.

Within conversations about quality, consumers often

express pleasant surprise at the quality of Asda’s own-

label products, so continuing to make these a focus for

campaign activity is likely to help Asda continue to be

seen as offering good value for money, as distinct from

just ‘cheap’.

Inform strategy

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 Customer Pledges by Percentage of All Social Media Conversations About Asda and by Sen -timent

Positive Negative Neutral

Percentage of All Social Media Conversations

“ASDA WILL HAVE THE CHEAPEST FIFA £25 MIDNIGHT RELEASE!!!!”

“The Asda Smart price longlife unsweetened soya milk

is great....lower in carbs than other soya milk and cheap...”

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Inspire creative content

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Just because the insight is social doesn’t mean the

campaign has to be.

No matter what channels, experiences or activations are

used within a campaign, we can use social content to

identify insights – provided the campaign is actually

being discussed of course.

One particular use of social insight for campaigns is to

analyse consumer comments as to what content really

works, and to take those comments into future creative

development.

Example: John Lewis.

Though the 2011 John Lewis Christmas ad launched

digitally first, many responses within social media were

in response to the screening of the advert on TV.

Whatever the channel, there are learnings that can be

taken to inspire content for future campaigns.

Though there were many aspects of the advert that drew

comment, the various spoofs of the advert, together with

associated discussion as to what was ‘in the box’, really

drove significant volumes of discussion.

It would seem that the part of the story that went untold

was what really captured the imagination of the

audience, allowing them to fill in the rest of the story for

themselves. This learning could be taken into future

campaigns.

Other neutral comments

Debate about what's in the box

Spoofs/ Remixes

Other unfavourable comments

Unfavourable comments about the music

Unrealistic concept

Other favourable comments

Favourable comments about the music

Emotional reaction

Favourable comments about the boy

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Topics of Conversations about the John Lewis 2011 Christmas Advert Within Social Media

Create a space for imaginations to run riot

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Inspire creative content

Optimise integration

Analysing social content can help to optimise and

prove the case for campaign integration

Descriptions of where and how content is viewed, the

times when content is commented on, and the links that

are shared, can all provide insight as to what channels

are most effective in seeding content and promoting

social media discussion.

Example: BA ‘The Race’

BA’s most recent advert, ‘The Race’, the latest in the

airline’s ‘To Fly. To Serve’ campaign, debuted digitally.

The YouTube video was quickly picked up and shared by

message board users on Airliners.net and Flyertalk.com.

29% of conversations took place on forums before the

ad made its TV debut, compared to just 2% afterwards,

suggesting users were keen to discuss the content

before the wider public viewed it on TV.

The TV debut amplified social buzz around the advert,

with volumes increasing. Despite the changes in platform

used to comment on the content post-TV debut, the

topics of conversation remained quite constant,

suggesting a similar response from different audiences.

In this case, integration appears to have orchestrated an

impactful debut.

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0

10

20

30

40

50

60

70

80

90

100

Focus of ‘The Race’ conversations by volume & sentiment during first 36 hours pre-TV

Very favourable Favourable Balanced Unfavourable

Response to digital debut of BA ‘The Race’.

Optimise integration

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Response to TV debut of BA ‘The Race’.

0

100

200

300

400

500

600Focus of ‘The Race’ conversations by volume & sentiment

Very favourable Favourable Balanced Unfavourable

Optimise integration

9

Identify the impact on customer expectations

The response within social media to a campaign can

help organisations understand the impact of the

campaign on customer expectations.

This information means that organisations are able to

understand where they need to prioritise delivery in order

to ensure that the promise as interpreted by customers is

delivered on.

Example: BA ‘To Fly. To Serve’

The first advert in BA’s ‘To Fly. To Serve’ campaign in

September 2011 was very well-received within social

media, and had a positive impact on overall discussions

around the brand.

However, a small group of customers took to social

media to contrast the promise with their own experiences

of the airline’s service delivery.

Whilst there will always be unhappy customers, these

responses underline the imperative for BA to deliver on

its service promise at all times.

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21-Sep 22-Sep 23-Sep 24-Sep 25-Sep 26-Sep 27-Sep 28-Sep 29-Sep 30-Sep 01-Oct 02-Oct 03-Oct 04-Oct 05-Oct 06-Oct 07-Oct 08-Oct 09-Oct 10-Oct 11-Oct 12-Oct

0

100

200

300

400

500

600

700

800

900

1,000

Volume & Sentiment of Social Media Reaction to BA ‘To Fly. To Serve’ advert

Highly Favourable Reaction Favourable / Neutral Response Critical Comment

Vol

ume

of R

elev

ant

Soc

ial M

edia

Con

tent

Identify the impact on customer expectations

“Shocking individual at gate B47 tonight in #Britishairways T5. 'just find your own visa' he barked at me. To Fly. To Serve - don't think so!”

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Identify the ‘IROI’

These examples demonstrate that any campaign has

the potential to generate insight via the social media

response.

In fact, considering what insight might be gleaned from a

campaign should be an important consideration in the

planning of a campaign, and research can be put in

place accordingly.

In an age in which it is increasingly important to

demonstrate ROI, identifying what insight will be

sought from a campaign response provides an

additional ROI – IROI, Insight Return on Investment.

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Thank you.

Dan Miles New Business Consultant Precisew Bus +44 (0)20 7264 4767 dan.miles@precise.co.uk @PreciseTweets www.precise.co.uk