Using Social Data and Research in Strategic Communications:How to Draw Meaningful and Actionable Insights

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Agenda

1. How one technology company used research and social data to increase the brand's impact and engage influencers

2. How McDonald’s could have use social research to protect its social brand

3. How MasterCard used social data to identify trends, apply insights and use them for better business decisions

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Standing Out in a Crowded Market

•Business intelligence shows what doesn’t work

•Social data reveals corporate priorities▫Their customers come first▫What are they talking about online?

Research Act Comm. Evaluate

I was so scared I thought

I’d get fired

Nobody told me what to

do

There has to be a better

solution

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Influence Your Influencers

•Focus on the issues they care about

•Grassroots safety campaign

•Constantly adjusted strategies▫Let’s talk offline▫My friends are on Facebook▫I need CE credits▫Let me share my story

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Stand-out Results

Insights• Meaningful:

Safety is a top priority

• Actionable: Create a demand for safety, which can lead to a demand for our device

Activity• 10x Twitter growth• 20 custom

Facebook apps• 1,394 unique blog

views• 5,000 visits to

company website• 129 million media

impressions

Engagement• Hundreds of

influencer posts, videos and blogs

• Partnerships with 9 major industry organizations

• 11,974 pledges from a highly target audience

• Top in Google search

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Brand Me

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Where’s the Data?

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Social Data Driving Revenue

Social Insights

http://bit.ly/mastercardmm #PRSAwebinar

What’s Next

Move beyond activity

Build your

research foundatio

n

Start to evaluate your data

Stay informed

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http://www.prsa.org/conferences/corporatecommunications

Chi-Chi MillawaySocial Media Director, PRIME Research

@chimillaway @USPrimeResearch