Agencia Marketing Branding Measurement Certification Google Ads Abril 2024
Insights in the Age of Context by Farhan Lalji
1. Think People!
Social Analytics for the
Age of Context
PEERINDEX
Insights in the Age of Context
Farhan Lalji
@farhanlalji
http://www.linkedin.com/in/farhanlalji
Farhan Lalji
@farhanlalji
farhan.lalji@peerindex.com
2. 500 years of marketing innovation
Magazines
Telegraph
Radio
CRM
1450 1730 1836 1864 1876 1922 1941 1980s
____ ____ ____ ____ ____ ____ ____ _____
Moveable
type
Newspaper
Billboards
Television
3.
4. The last 30 years of marketing Innovation
Geurilla
Integrated
Search
mobile
1980 1984 1985 1990 2000 2001 2007 2009 2011
____ ____ ____ ____ ____ ____ ____ ____ __
Relationships
Desktop
Display
Web 2.0
Social
21. So they hired Holly
Hagan for their lottery
photo shoot
and they put odds on
Gaz to be Cheryl Cole’s
next BF and tweeted him
And created a Twitter
event!
23. The reality is, we’re just not making use of the
information we have available to us.
24.
25. Think People!
Social Analytics for the
Age of Context
PEERINDEX
About us
Farhan Lalji
@farhanlalji
http://www.linkedin.com/in/farhanlalji
Farhan Lalji
@farhanlalji
farhan.lalji@peerindex.com
26.
27.
28.
29. Powering the insight: PeerIndex’ big data platform
Data ingestion
• Capacity: 4bn+
messages/day
• Streaming and
batch
Influence in segments
• Likely advocates
• Likely promoters
• High referral
value
• Community
Influencers
• Outside
Influencers
Analytics
• Proprietary
predictive
analytics
Output
The Influence
Graph & Predictive
Indicators
• World-class
data science
team
Community Trends
• Common
characteristics
• Behavioural
trends
• Trending content
• Themes of
conversation
160m users
1.2bn edges
PiQ & API
Demographics
Influence Graph
• Who influences this
person?
• Who does this
person influence?
• In what context?
Some facts
•
•
•
•
Age
Gender
Location
Custom
275Gb / day
Custom Data/Insights
• Psychographics
• Lines-of-business
• Customer look-alikes
• Personalisation
30. Think People!
Social Analytics for the
Age of Context
PEERINDEX
Thank you
Farhan Lalji
@farhanlalji
http://www.linkedin.com/in/farhanlalji
Farhan Lalji
@farhanlalji
farhan.lalji@peerindex.com
Notes de l'éditeur
Innovation in marketing moved really slowly, no matter what Mad Men might make you think, messaging might have changed but the channels and the types of communication was pretty static
That is brands broadcasted their messages
Innovation in marketing moved really slowly, no matter what Mad Men might make you think, messaging might have changed but the channels and the types of communication was pretty static
But it get’s difficult to really know what you’re seeing, are you seeing someone actually holding up the tower of pisa, we’re looking at things in one of several dimensions. Now the big headed maths people will, by knowing how tall the building actually is be able to determine how far the individual is and how tall the individual actually is. And this is what brands need to do from a social media perspective. We tell you how tall they are… and how fat.
THE BIG IDEA
Context is the king maker, it enables the king to rule.
don’t know what’s going on in our brand’s social audience / communityContent/editorial calendar planned well in advancetap into cyclical topics and themes, The World Cuplabour intensive to identify emerging themes, conversations and eventsGuilty using social as Broadcast. A one size fits all / spray and pray approach to engagement which assumes our followers are all the same. EG THIS TESTED WELL AMONGST A SAMPLE OF KFC’S CUSTOMERS IN A GIVEN REGION!We should be asking ourselves questions like:“What conversations and content are starting to trend organically amongst my followers that I should be getting involved with?”
focus to date has been on building large followings = no surprise that the trivial tactic of competitions and the self-defeating #RTtoWinTHESE TACTICS WORK – RIGHT?
Clever cheat – if the brand’s audience activity spikes on a Fri, chances are they’re comp heavy!
YOU CAN EVEN SEE TOPIC CLUSTERS What will workWhat won’tWho is in those clusters (influencers?)
There’s an opportunity here to change. That we probably haven’t realised yet.
another challenge: --- Individualssome of our customers have a disproportionately high level of influence over the rest of our customers. To date, it has just been difficult to prove, and even more difficult to identify these people before crisis strikes.- You don’t know the key influencers beyond PR team In today’s hyper-connected world, where social has democratised influence and given us all a voice, this is a dangerous position for us to be in. - Issue of recycling the same, tired voices in our influencer engagement campaigns and/or labouring through expensive outreach exercises (paid activity) when we’ve developed these huge audiences – why aren’t we tapping into them?- Upset the wrong customer..watch it spread like wildfire!
Don’t be afraid of these people – know them.Every online community has its influencers - PR/crisis management/customer service/discretely increased levels of serviceCreate creating moments through and for influencers!How? One of our partners Coral…
Ford 3d Hologram
Let’s not be surprised by the information that’s available- spending huge amounts of time and money to force the issue, without really knowing if it’s going to hit the mark.Or, worse, finding tactics that work and spending big on them – only to find out down the line that ‘success’ wasn’t quite what we had bargained for.Current generation of social listening tools are valuable but, alone, they are giving you a key-word centric view of the world. It’s a big challenge to know everything you need to know, to sift through the noise.But consumers are giving you the context, the data, you need. It’s out there.
- This is where the industry is heading:- Understanding context, in its most fluid form. - What – When – Who – Where-We can help you understand the relationship between Content and Audience:- Create the right content to attract the right audience- Understand the key topics and themes emerging from your audience for you to create creating moments around- The future is pretty spectacular for Marketers who make data work for them – and you don’t need to be a scientist. Build your own solutions! You have an in-house team here. Don’t have the resources? Ask us! Happy to give audience analysis to everyone here