Your Secret Weapon: Data-Driven Insights From Online News & Social Media
David Hickey is the area director for Australia and New Zealand at Meltwater and in this opinion piece he says proven data is better than ‘gut’ for marketers and PRs…
As technology continues to transform the modern business landscape, senior marketing and PR professionals can take advantage of an ever-expanding sea of real-time online data that holds the keys to developing intelligent, holistic and measurable strategies.
These data-driven “outside insights” can help validate (or negate) the ‘gut feel’ approach to a brand’s strategy. Your instincts matter, but data is invaluable.
The most innovative marketers and PR practitioners are jumping on this opportunity to help cement their place in the boardroom. C-Level execs have long relied on their own internal data (such as CRM data), but insights from beyond their own internal walls, from online news and in particular social media, provide a unique, holistic perspective of a company’s true position. Whether it’s securing the right budget, proving ROI on an ongoing campaign, or backing up a case for a new strategy, data driven insights are the secret weapon.
The key to mastering the online-driven media landscape is finding the right conversation to have with the right person in the right place – in that order. A modern marketing and PR campaign is data-driven, social, and understands that engagement is the key to success.
A powerful communications search engine is instrumental to analysing millions of online content sources in the communications ecosystem at once –it enables businesses to answer the critical questions that used to be both difficult and time-consuming to obtain, such as:
▪ What are our customers saying?
▪ What are the general industry trends?
▪ Which influencers should we engage with?
▪ How are competitors positioning themselves per geographical region?
The key is to make sense of all the online chatter. A tally of Twitter or Facebook conversations mentioning your brand doesn’t mean much unless that information can be used to provide meaningful insights. Those insights should help us make better decisions before we start our campaigns, understand what’s currently working and what isn’t and in which departments, and who the influencers are behind the media coverage or social media conversations.
The beauty of today’s digital world enables businesses to better react to real-time opportunities and threats through online news and social media data, such as where and how to respond to audiences.
For example, according to a recent social media report from Forrester, Lenovo Early Detection combines its customers’ social conversations with data from other digital sources to specifically address product quality and customer experience months before they would be discovered through support calls. This has helped the brand save several million dollars in warranty claims.
Understanding what’s happening around your industry and your competitors creates an opportunity to differentiate your products and services. By turning evidence-based knowledge into action, you can take hold of opportunities that create a competitive advantage – and win over influencers with thoughtful, engaging conversations that engage them.
A good media intelligence tool will enable a variety of searches complete with threshold alerts that can highlight who’s saying what and where in real-time. In this way, it’s possible to track whether the language and positioning introduced into the market are being adopted. If it’s not, start by listening in order to identify competitor messaging and where a fresh reactive strategy could be inserted in order to claim market leadership.
Developing a higher level of business intelligence can also reinforce the bottom line. The ability to narrowly target the most influential members of your audience can greatly amplify the return on investment. Being able to identify risks and issues early on, rather than simply reporting on them when it’s too late is essential for protecting brand reputation in a 24 hour news cycle– especially around product quality and customer experience.
These ‘outside insights’ can be leveraged to refine and drive strategy, enabling businesses to be nimble, responsive to market needs and stay ahead of the competition. Businesses that are slow to take advantage of the data available to them and who aren’t listening and engaging with customers in real time, will be the ones who fall behind.
Please login with linkedin to comment
einsightsLatest News
Cairns Crocodiles The Work: Healthcare Sponsored By Alternaleaf
There is just under a month to go until the inaugural Cairns Crocodiles Awards presented by Pinterest! Today, as our judges deliberate over a year’s worth of hard work, we celebrate some of the incredible entries in the Healthcare category sponsored by Alternaleaf. The Cairns Crocodiles Awards celebrate the best examples of creativity in marketing […]
ThinkNewsBrands To Play A Major Role At CMO ANZ Summit
I think we can all agree that being front and centre is a better place to be than back and off centre.
TV Ratings (09/05/2024): Carlton Beats Melbourne In Nail-biting Win
We venture a bet that viewers had no nails left by the end of this game!
Woolies And Suncorp Marketers On Why Brands Are Investing BIG In Netball
Brands finally understanding the potential of netball in Australia. And that's despite the Matildas' ongoing efforts.
Apple Apologises For ‘Tone Deaf’ Culture Crushing iPad Ad
AI may be the route to a smarter & efficient humankind, but for most of us it means "Shit, I'm going to lose my job!"
TEG Group Nabs Belinda Shaw From Boral
Belinda Shaw certainly not shy of challenge as she shifts from a cement firm over to a ticketing one.
NBL Slam Dunks New Network Ten Broadcast Deal
Do you think shooting hoops would be a better use of your spare time than drinking heavily? Discover the truth here.
Qatar Airways Becomes Partner and Official Cargo Airline Partner of MotoGP
B&T can't recommend Qatar Airlines enough. Qatar itself would give Hell's fires a run for their money such is the heat.
Rebel Bondi Junction Pulls Kangaroos Jerseys From The Shelf
Despite some adverse press, this is probably the correct thing to do by the sports retailer.
Dineamic Rebrands To serve Up Honest Food, Via Bullfrog.
Are ready-meals the new status symbol of the super busy? Much like hands-free phones & wanky personalised number plates?
TikTok Joins Adobe-founded Content Authenticity Initiative (CAI) To Help Combat Misinformation
With all this talk of the Chinese government spying on us, B&T embarrassed we haven't got that much to be spied about.
Cannes In Cairns Delegates Called Upon For AI Reef Challenge
Just by attending Cannes In Cairns you can help save the Reef! Which may offset the damage you do not saving your liver.
Man Of Many Launches Sydney Whisky Month – A Luxe Whisky Fair
Sydney's getting its own whisky month. Topics of conversation to avoid include the Middle East & Peter Dutton's head.
Challenger Signs Three Year Partnership With Sydney Film Festival
B&T loves the Sydney Film Festival & not just because it enables us to wear black turtlenecks & say noir over & over.
Truths & Tensions Of The Modern World: Nature Study Reveals Only 50% Of Aussies Feel Optimistic About The Future
Worrying study finds half of Aussies pessimistic about the future. An overwhelming majority detest the McPlant burger.
Bernard Salt AM On Why The Best Is Yet To Come For The Aussie Ad Industry
The demographer & futurist predicts a rosy future for Australia's ad industry. Alas, no tips for Randwick this Saturday.
Coles’ FightMND Fundraiser Takes Off For Big Freeze 10
As much as B&T applauds Coles on this charity initiative, we do ask for less 'Locomotion' through the in-store stereo.
IAB Australia Calls For Submissions To MeasureUp 2024
The IAB's calling for speaker submissions for its MeasureUp conference. Also looking to loan an overhead projector.
Drive TV & Kia Puts EV9 To The Ultimate Test In New TV Special
Have trepidations about purchasing an EV? This eight-part TV show's for you. Simply can't afford one? Watch on, anyway.
WPC Group & NextGen Jobs Recruit InsideOut For PR Account
As much as you love adland, do you often think you'd be better off had you become a plumber? Prove mum was right here.
“She’s A National Treasure For Australia And A Human Treasure For The Planet” – Warner Bros’ Josh Goldstine on Margot Robbie, Barbie And Marketing
Barbie was undoubtedly the marketing success story of 2023. B&T still leading the 'Margot for PM' calls into 2024.
M&C Saatchi Group Invite Emerging Artists To Create Visions Of A Better Future
Does the bowl of fruit on your kitchen bench need immortalising? Top news as M&C Saatchi's art initiative returns.
Thorpie & Matildas Superstars Join The Amazing Race Australia: Celebrity Edition.
Thought to yourself "that Ian Thorpe fellow's been quiet of late"? 10's celeb edition of Amazing Race is where it's at.
Greenpeace Launches Heartbreaking Call To End Deforestation Via Dropbear
As much as B&T applauds Greenpeace, its ads leave you feeling like you got the gas, water & phone bill on the same day.
Smith’s Unveil New ‘Joy is a Simple Recipe’ Brand Platform Via Goodby Silverstein & Partners
The only thing better than a round of beers arriving is the sight of a bag of Smith's between the drink carrier's teeth.
ABC Launches Two New Channels Combining Kids, Family & General Titles
Among the many joys of having young children is that they will seriously watch any old shit on TV.
Wests Tigers Lose One Million Dollar Sponsorship Deal In Hagipantelis Fallout
The question has to be asked - do Tigers play on an ancient Indian burial ground given their ongoing spate of bad luck?
Ads That Entertain And Surprise Consumers Perform Best In Asia-Pacific – WARC report
New study reveals humorous ads "entertain and surprise consumers". Here's hoping Julia Morris doesn't get any ideas.
Aussie Employees Want AI At Work And Won’t Wait For Companies To Catch Up, Study Finds
Someone has clearly told Aussie workers AI wont steal their jobs, but might help them get to the pub more quickly.
Introducing Sam, Mamamia’s New AI-Powered Programmatic Audio Offering For Brands
Mamamia one of the first indie publishers to be really playing in the AI space. Well, the only one really.
OMA Appoints Motio’s Adam Cadwallader & JCDecaux David Watkins To Board Of Directors
New appointments to the OMA board of directors today. Monthly meetings' finger sandwiches to remain strictly egg or ham.
Bastion’s Harry Roth Selected For Cannes Lions Creative Academy
Bastion's Harry Roth off to this year's Cannes creative academy. May wear his Wallabies jersey to ruffle feathers.
TV Ratings (08/05/2024): Seven Has A Huge Night As News & Quiz Shows Dominate
News & quiz shows dominate last night's TV viewing. Further proof of our interest in the Middle East & steak knives.
Network 10 Wants Government Help To Save Regional Broadcast TV
Could Farmer Wants A Wife help Network Ten out of this mess?
Royalties Generated By Aussie Artists On Spotify Reached Nearly $275M In 2023
Royalties generated by Aussie artists on Spotify in 2023 hit $275 million. Shannon Noll's contribution reached $4.45.
eBay Study: Aussies’ Growing Love For Pre-loved Fashion Soaring To New Heights
New study reveals Aussies' love of second-hand fashion. Meaning it's now very cool to smell of moth balls.