Your Secret Weapon: Data-Driven Insights From Online News & Social Media

Your Secret Weapon: Data-Driven Insights From Online News & Social Media
SHARE
THIS



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

einsights

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.