For Social Intelligence Workshop (2)

GET THE DATA TO SAY “THIS CAMPAIGN WILL WORK, AND WILL BE BETTER RECEIVED”.

THIS ONE-DAY MASTERCLASS SHOWS YOU HOW TO QUICKLY AND EASILY ANALYSE SOCIAL MEDIA TO MAKE YOUR CAMPAIGNS MORE DYNAMIC AND AUDIENCE DRIVEN SO YOU CAN WIN MORE ATTENTION.

 

You’ll be so confident in how to analyse customer behaviours from social media and you will literally know what content will work best before you publish it (you’ll even have the data to back it up).

I’ve seen other agencies and brands who know how to use data to get deep into their customers’ minds – they’re the ones winning pitches, winning awards, and winning customer hearts (and wallets).

 

ARE YOU READY TO LOVE SOCIAL NOISE AND MAKE THE BEST CREATIVE IDEAS OF YOUR LIFE?

 

GREAT, LET’S MAKE IT HAPPEN!!

 

FIRST DATE ANNOUNCED:

GLASGOW 21 JULY 2016 @SOCIETYM

 

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The advertising industry is insanely cutthroat.  For every great opportunity, there are thousands of agencies and brand who know exactly how to get golden nuggets of customer insight from social media conversations and use this insight to win customer hearts and wallets.

And you’re losing the battle because you don’t have the data to say “this campaign will work, and will be better received“, you think you don’t “have the time to do customer research up front” or you don’t have “the tools or skills to get good insight“.

DOES THIS SOUND FAMILIAR?

 

  • I want to get more contextual insight into customer behaviour from social media, but we’re focused on content analytics just now.

  • I want to understand customer preferences, but I don’t know if I’m asking the right questions.

  • I want to create dynamic and audience driven campaigns, but I don’t know how to use the insight to guide our decisions.

 

You’re passionate, want to prove your value, and create that viral campaign – that’s great!!

But then you come up against “how do we know this is going to work?”.

Sure enough, you’ve made some good assumptions but you’ve no tangible story or data to back them up.

You’re at the mercy of how good your ideas look on paper compared to everyone else.  You’ve no idea how good the other campaign ideas are and you’re in limbo knowing if you’ve done enough.

Your passion isn’t always enough. But it doesn’t have to be that way.

  • You don’t have to be a data scientist to get golden nuggets of customer insight from social media (in fact, you don’t even need to like statistics).

  • You can use the commercial social tools (and some even for free).

  • You don’t need to spend a lot of time researching up front if you have a framework to use.

Don’t make it easy for the client or your boss to say “no”.  Have the data, the insight and the creative that is more audience driven and get the “yes”.

 

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WHAT'S INCLUDED IN THE MASTERCLASS?

This masterclass has been designed so:

  • You’ll have a new understanding of what digital means and how to use this mindset to predict customer behaviour.

  • Your campaigns will perform better because they’ll be based on solid customer insights.

  • You’ll be able to use social media to overcome common marketing and market research issues.

  • You’ll be able to measure your campaign performance contextually and behaviourally.

     

On the day you’ll get:

  • A full day of getting into the new customer, communication, and digital mindset, and how to use these changes to win more audience attention.

  • Identify why your current social media analytics and listening initiatives may be stopping your audience growth and engagement.

  • Breakdown of 5 social analysis approaches that you can use to make your campaigns more dynamic and audience driven.

  • Introduction to the social tools I use for each type of analysis.

  • The tested and proven shortcuts and tricks I have spent years refining to speed up the analysis process.

  • The frameworks I personally use to find golden nuggets of customer insight from social media.

  • The opportunity to work on uncovering the subtle signals that matter for your brand to take back to the office and immediately implement.

 

Plus these awesome bonuses:

  • Demonstrations and access to some of the social tools that I use and hacks on how to generate even more insight with them.

  • Tear downs, scripts, cheat sheets and case studies for the 5 social analysis approaches covered in the masterclass.

  • A demonstration of my latest work in personality profiling – you’ll even get a report on what your social media profiles say about your personality (please supply Twitter handle at registration).

     

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AT THE END OF THE MASTERCLASS YOU’LL HAVE THE SKILLS, CONFIDENCE AND TOOLS TO: 

 

  • How to understand the changes in customer behaviour to identify engagement opportunitites with your audience.

  • Identify the difference between social media analytics, listening and social media intelligence and where they fit into your campaign management process.

  • Conduct language analysis to understand how your customers speak and how you can use this insight to close the language gap in your communications.

  • Conduct emotional analysis to understand what trigger words to use in your communications and to understand the emotional value of your brand to your audience.

  • Conduct lifecasting analysis to understand how your customer uses your brand and how to use this in communcation to increase relevance and engagement.

  • Conduct intent analysis to understand what parts of your brand sells the most and why, and how to use this insight in demand generation.

  • Conduct personality analysis to understand your brand personality and the personality characteristics of your audience, and what this means for communication.

  • You’ll be introduced to new tools (some you can continue to use for free back at the office) and learn the shortcuts to getting the insights that matter to improving customer purchase behaviour.

  • Cheat sheets to cut the time for analysis and insight generation.  Everyone has the time to conduct customer research pre-campaign, even if you are in a small team and really time strapped.

  • You’ll get a framework for social intelligence in campaign planning that can be use across your whole organistion and ensure you have the right insights to capture audience attention.

 

This is a full day of interaction, learning new analysis approaches, an introduction to new tools, live case studies and the time to work on analysis for your organisation.

 

WHO IS THIS WORKSHOP FOR?

When we ran this workshop at the PwC Academy we found that it was better designed for agencies (marketing and research) and brands who have dedicated marketing or consumer insights resources.  If you are a small business, start-up, consultant or publish online content you will find more value in our forthcoming Developing Your Content Engine workshop, you can register your interest for thisWorkshop here.

 

Those agencies and brands who benefit the most from the workshop are: 

  • Serious about taking social media analysis efforts to the next level: These companies know that social media, marketing and business success will only come from a deep understanding of their customers, their needs, their behaviours, fears, hopes and dreams and are willing to put in the work to uncover these hidden insights.

  • Willing to get out of their comfort zone: I know the advice and approaches I give get results.  If you’re ready to put in the work and understand that these insights don’t come at the click of a button, then this workshop is for you.

  • Willing to try something new: Many people have the best intentions to achieve a goal but are resistant to changing their established beliefs and processes.  If you’re ready to go beyond simple analytics, then this workshop is for you.

WHAT TO EXPECT ON THE DAY

Session 1:

1 hour

  • The global digital snapshot and the need to think digital

  • What digital is really about and what it means to be a digital business

  • The real meaning of social media engagement and how it can future proof your business

  • The key changes in customer behaviour and how they can be used in your social media and business strategy

  • What social media intelligence is (and isn’t’)

  • The benefits of social media intelligence (and old marketing and market research problems it solves)

  • Why getting into your customers’ head matters

Coffee Break:

20 minutes

Session 2:

2 hours

  • The campaign planning process and where social media intelligence has the power to intersect and make your systems stronger

  • Introduce three types of social media analysis that will help you develop campaign creative that is unforgettable, ensure message consistency during implementation and that can be used in evaluation to create a campaign feedback loop

  • Three case studies to bring the analysis from theory into practice

  • Live use of the analytical approaches on your company or brand

Lunch:

1 hour 

Session 3:

1 hour 30 minutes

  • Using the newest forms of personality insights to inform your creative strategy and segment your audience

  • How to spot the subtle buying signals in social media conversations and how to engage with this audience to attract more customers

  • Developing a social media insight feedback loop to demonstrate value to your teams or clients

     

I'M IN, SIGN ME UP!

STILL ON THE FENCE?

Still thinking if the workshop is right for you?  Read one past participants experiences across on theirblog at, ADataPro.

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