Think Like A 20Something To Take Your Social Analytics To The Next Level



To make the most of social data, Netbase’s Paige Leidig says that CMOs can start by thinking like the youngest person on the team.

You want a CMO’s advice on how to navigate social media? Start by talking to the 25-year-old in the room.

Paige Leidig, CMO of social analytics company Netbase, says the best way to understand social media’s potential when it comes to driving business value is to think like a digital native. If you’re a CMO, perhaps it’s time to think like one of the more junior members of your team.

Recognizing the power of social media, especially when it comes to leveraging social analytics to make marketing decisions, must start with setting the right mindset and forgetting what you thought you knew about consumer insights. Combine this mindset with your strategic marketing expertise, and you’ll be on your way to unlocking the full potential of social for your brand.

If you’re a senior marketing leader scratching your head when it comes to what to do with deluge of social media data coming your way, follow these best practices from Leidig’s talk at SMWLA.

Capture data that you can act on

Social media conversations are happening all day, everyday, with or without your brand pushing messaging out. These organic conversations can reveal a great deal about your brand and can even inform the way your company behaves in social. The question mark for brands: how do you capture this data, and once you have it, how do you act on it?

To illustrate this point, Leidig referenced an example in which somebody leaked a major announcement from Crayola ahead of “National Crayon Day,” threatening to undermine a big PR moment. Through ongoing social listening, the brand was able to get ahead of the crisis and use it as an opportunity to engage the community at a deeper level. Crayola even released a YouTube video to proactively address the leak.

Fish where the fish are

Beyond helping you understand important metrics like share of voice against competitors and identify prospective influencer-partners, social listening can also reveal the platforms where your band can make the most impact.

Leidig cited Pocky here, a quirky Japanese cookie brand that used social analytics to discover that most organic conversations for their products were occurring on Tumblr, a niche platform with a relatively small, yet passionate user base. In response, Pocky began to proactively create content there and saw a 70 percent increase in mentions as a result.

Avoid the Ozzy vs. Charles mistake

Social analytics can also be used to overcome some of the limitations of traditional demographic personas. To demonstrate, Leidig asked the crowd to imagine two men of British descent, both born in 1948, both wealthy. He explained that while demographic data would indicate these two men would be interested in the same products, he implored that there were key behavioral aspects missing from the equation. Indeed (see below).

Put another way, social analytics can be used to help marketers differentiate from the Prince of Wales—and the Prince of Darkness.

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