Up to 85% of brand generated social media posts are wasted. With digital advertising approaching 50% of all advertising expenditure, we need to go beyond clicks and likes as a measure of ROI on social media expenditure. Through machine learning, a brand can now see how many posts support their intended position, how many are off target, and how many are simply ambiguous. This presentation demonstrates how the AI tool works, highlights the role of archetypal alignment across touch points, delivers a practical framework where brands can specifically identify the nature of their optimal social media imagery, and concludes that understanding archetypal codes is the key to optimising ROI in Social Media.
As oil lead to Global Warming, data leads to Social Cooling. Comparing these two problems is not just intended as a warning. It offers hope, a blueprint for how to deal with this issue, and a deeper understanding of what it means to be human in our data-driven world.
This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customerâs relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
This project is a first step to driving predictive diagnostics to enhance some elements of brand health tracking. We created a 360° view of brand health by looking at customer and non-customerâs relationships with telecom brands through social media conversation. Key pain points were diagnosed and opportunities for action highlighted. The model and underlying data can now be accessed through an interactive dashboard enabling rapid visual analysis.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behaviour were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants, we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever-present applying these means were not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.
Our approach enabled us to deliver findings that were grounded on naturally occurring consumer conversations about the condition. Incorporating social intelligence allowed us to build a picture of the sufferer journey not limited by structured questionnaire design or constrained by the time a primary qualitative approach would have taken. However, whilst it provided us with a blueprint there were knowledge gaps, we needed further context behind why patterns in behavior were happening and only a primary asking phase could provide us with this insight. There has been at times a reluctance amongst market researchers to understand and embrace the change that is upon us, but in order to keep up with the demands on our industry and the change amongst participants we have to start looking beyond our traditional toolset. Whether you're using data derived from social media activity, Google search activity or transactional data, the fundamentals of market research are ever present applying these means we're not tackling something new, it's simply an evolution. There will always be a place for surveys and primary data collection, however through integrating developing approaches such as social intelligence we can ensure we ask the right questions at the right time.
Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to understand the DNA of the brand and its cultural connotations, resonance. This allowed us to be free from any influence of (current) consumer perceptions. This x-ray of the brand's DNA revealed strands of potential future positioning stories - from a natural ingredient story right through to gender-fluidity: astonishing for a brand that is over 100 years old.
Suze is a traditional French aperitif, born in 1889. The iconic logo and the yellow brand colors are well known from posters, brasserie carafes, and wall murals in French towns. But the brand itself had become quite dated. We applied semiotics to understand the DNA of the brand and its cultural connotations, resonance. This allowed us to be free from any influence of (current) consumer perceptions. This x-ray of the brand's DNA revealed strands of potential future positioning stories - from a natural ingredient story right through to gender-fluidity: astonishing for a brand that is over 100 years old.
Want to get rid of costly brand image tracking and barometers? The Brand Mining tool leverages the network structure of social media and uncovers which perceptual dimensions are associated (or not) with your brand.