social insights 2014: singapore - ryan lim, blugrapes

From Insights To Intelligence A Social Insights 2014 Presenation

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INTRODUCTIONS

A Little About Us

We make Digital Marketing better.

Our Firm

Blugrapes is a leading marketing consulting firm that focuses on helping businesses grow through the better use of digital mediums.

We make Digital Marketing better.

Our Clients

We make Digital Marketing better.

HAVING SOCIAL INSIGHTS

Better Social Marketing

We make Digital Marketing better.

Good Insights Are Important

We make Digital Marketing better.

We need good data to provide good judgment calls as a consultancy. Socialbakers helps us collate all the necessary data into a single comprehensive view while we spend time analyzing and developing strategies instead.

Insights Are Retrospective

We make Digital Marketing better.

Where You’ve Been

Where You’re Going

Hindsight does not necessarily help us predict the future accurately.

Only A Part Of The Puzzle

We make Digital Marketing better.

Activity Level

Quality Level

Social insights tells us part of the puzzle to understanding what happened. It measures the activity level, but not the quality of its execution.

Popular Content Is Not Always Suitable

We make Digital Marketing better.

We Need Intelligence

We make Digital Marketing better.

We need to augment social insights with a quality view to provide us with intelligence needed for better judgment calls.

FROM INSIGHTS TO INTELLIGENCE

Being More Effective

We make Digital Marketing better.

1. Content: Optimization to Influence

We make Digital Marketing better.

Instead of just optimizing content, we should consider how effective the content was able to influence consideration when it matters.

Who Would You Consider?

We make Digital Marketing better.

McDonald’s?

KFC?

Burger King?

Are you on the Mental Menu?

2. Care: Reactive to Proactive

We make Digital Marketing better.

Waiting Finding

Most social care is reactive as it waits for consumers to initiate action. We include measures on our ability to delight using proactive opportunities.

The Royal Social Care Treatment

We make Digital Marketing better.

Netflix was being opportunistic. The brand took the chance to delight a consumer even though the issue was not directed at the brand’s customer care channels.

Self Supporting Communities

We make Digital Marketing better.

The focus need not always be on response times from the brand. A more sophisticated social care measurement is to determine how the brand had groomed the community to be responsive and support fellow customer care issues.

3. Community: Engagement to Love

We make Digital Marketing better.

Beyond engagement, we need to measure true brand love.

True Brand Love

We make Digital Marketing better.

True brand love is expressed when there

is no price tag nor incentive involved

Self-Initiated Contests

We make Digital Marketing better.

Social NPS: The Measure Of Brand Love

We make Digital Marketing better.

+ve is Good

IN A NUTSHELL

Conclusion

We make Digital Marketing better.

Have A Healthy Dose Of Both

We make Digital Marketing better.

Social media intelligence begins with understanding both activity and quality

performance of everything you do.

Thank You. For enquiries, please contact:

Ryan Lim ryan@blugrapes.com

+65 9757 4016

About Blugrapes

Blugrapes is a leading marketing consulting firm that focuses on helping businesses grow through the better use of digital mediums. Since 2006, we have been trusted advisers to top global brands and professional marketers across Asia.

Blugrapes works with our clients to solve increasingly complex marketing problems with consumer intelligence, digital and social media strategies, process development, professional trainings and managed solutions. As a pioneer in social media marketing, we have deep industry and digital marketing expertise. We are often sought for our thought leadership, advice, best practices and opinions.

Blugrapes is committed to making digital marketing better.

Find out more at www.blugrapes.com.

We make Digital Marketing better.