What differentiates the more than 1,000 social media monitoring tools that are currently available?
Today we may not be able to replace our brand trackers with social listening tracking 100%. But, as more and more consumers get connected on social media this may soon become feasible.
Figuring out the fundamental drivers of markets, and maintaining a focus on delivering against those motivational needs is a cornerstone of marketing strategy. And it might just help us to anticipate the "science fiction" of today that will become science fact tomorrow.
A true business insight is more likely to be the result of synthesizing data from multiple sources as opposed to analysing a (small) data-set to death. The insights expert is a necessary part of this equation (1+1=3).
The measurement of a social campaign is about much more than likes, shares, downloads, and plays. It needs to be in the context of the objectives, and those objectives need to link to things like sales.
In a meeting that included Unilever, Procter, and General Mills - then a highly unlikely event, we all agreed that social media listening had tremendous potential for insights value creation. This became the big springboard into the ARF Research transformation super-council.
The benefits of social research and intelligence are powerful, growing rapidly and has already become truly transformative to those who embrace it with an enlightened approach.
The ARF Re:Think 2014 conference did a great job of capturing our marketing and research journey. The keynote address on day one was actually an interview of one of the real 60s “mad men”: Keith Reinhard, Chairman Emeritus of DDB.
Have you ever been really excited about an event, but the reality is far less than you imagined and you end up disappointed? Well, Day 1 of the ARF re:Think 2011 was quite the opposite! I have so far been blown away by every aspect of this conference.
