Category Archives: Blog

Meet Mauricio Silveyra… our new Associate Research Director

Mauricio joined FACE as one of our freelancers back in January 2015. He quickly integrated himself into part of the team and is now one of our Associate Research Directors. We thought it’d be cool to interview him, so here goes over to Mau.

Tell us what brought you to FACE?

Mauricio Silveyra Associate Research Director

Having previously worked at Flamingo, Firefish & Clear I had heard good things about FACE – having a similar client set, you begin to hear about companies on the radar.

After meeting with Matt and Esther, they welcomed me to do bits of work here and there. The next thing I knew I was here every day… and I was happy! I’ve been delighted not only about the diversity and cleverness of the work, but how kind and interesting people at FACE are. It really is something unique – a mix of creative chaos and streamlined brilliance. 

What draws you to market research – and what sector do you prefer to work with?

This may sound geeky, but marketing and branding is in my blood. My mother has been both a consultant and a branding professor. I always knew I would be playing with prototypes and playing the “guess the segment” game when I grew up but where I really found my passion was when I fell into the world of sociology at school.

I love learning about different cultures. I know everybody says that because it’s the trendy thing to say, but I genuinely can nerd out trying to understand social dynamics of one group of people versus the next or looking at symbolism. At the end of the day, I feel I understand more about this big group we all belong to, humanity – it inspires and keeps on surprising me.

For the past ten years I’ve worked mostly with FMCG, but I am drawn to people across categories. When I run into a segment I used to work with in FMCG, say in technology or banking, I feel I get another piece of the puzzle. We are not one dimensional and neither are respondents.

What are you most looking forward to learning and achieving in your new role?

Every day I learn something new from everyone in the office, so for once in my career I am not setting definite “targets” to explore. Rather I come in every day with an open mind and find that I go home every night having learned something new. All I want is to add value and enjoy the work I do.

Tell us about yourself outside of work!

After constantly moving from 17 to 31 years old I finally found a corner of the world to call my own in East London. I’m still making roots and discovering the city, but I also spend a fair amount of time at home with a cup of coffee reading and doing arts or landscaping my underwater gardens (fishtank with plants). Half of everyone I know is sprawled around the world, I spend a fair amount of my free time traveling to see them - we often pick new cities to discover together.

The longer I am here the more local friends I make, so that is changing my days in wonderful ways.

Connect with Mau on LinkedIn or if you want to find out how FACE can solve your innovation or research problems, send us an email to: info@facegroup.co.uk.

New! Social media insight from 1.4 billion people with anonymised & aggregated Facebook topic data

Today I’d like to share something new which we are very excited about. We are partnering with DataSift to offer game-changing social media insight – the ability to draw on anonymised and aggregated Facebook topic data. This new data source for the research industry has the benefit of drawing on aggregated and anonymised analytics covering 1.44 billion Facebook users, with searches across more than 60 variables. This allows us to tap into what audiences are sharing and engaging in on Facebook about events, brands, subjects and activities, all in a way that keeps personal information private. This could be a valuable way for your brand to understand:

  • How, where and when brand and category-related content is being created and shared
  • What audiences are sharing information on and engaging with your brand – and your competitors
  • How a particular target demographic shares content, or interacts with media on Facebook

I’d love to discuss with you ways this data might be of use, and how it can augment your existing customer insight work – send me a note (Matthew.Arnold@Facegroup.com) if you’d like to talk further. pylon-diagram Facebook topic data

Get a free trial

We are offering a free trial of this data in Pulsar to all FACE customers. Just contact me (Matthew.Arnold@Facegroup.com) if you’d like to get set up. We can of course augment this with Twitter, Instagram, YouTube and blog data for more comprehensive social media intelligence, as required. If you think your digital marketing or social media teams would be interested to learn more, do pass on their details too. Facebook is most brands’ biggest social marketing investment, so this new source of insight offers huge opportunities for optimising content, communications and targeting. We’re very excited to be introducing it to boost our ‘socially intelligent research’ offer. Pulsar Facebook topic data launch Matt Arnold is Head of Research for FACE UK and Asia. He’s a strong believer that ‘context’ must remain the driving force behind research and planning design, and aims to continually provide solutions that work to broaden client thinking and challenge conventional wisdom. Find him on LinkedIn here. Or learn more about this new datasource from our VP of Innovation, Francesco D’Orazio, who shares 8 Reasons Why Facebook Topic Data is a game-changer for the marketing and research industries.

Social Intelligence Beyond Monitoring #3: Real Time Marketing

Job Muscroft CEO photo

In this series I want to look at the emerging uses cases for social media intelligence which go beyond counting mentions of brand and consumer sentiment. Previous blogs have explored social intelligence for brand positioning and product innovation.

This month, I’ll show how social media listening can help brands improve engagement with their digital marketing activities – and get actionable feedback in realtime to boost campaign performance.

The Brief

A large global retail brand needed social media intelligence to maximise the impact of their 7 day online treasure hunt promotion, the key activity in launching their new season campaign.

What we did

  • Live social media tracking of all competition mention of keywords and hashtags across 7 days the campaign was live
  • Analysis of the client’s owned channel analytics – Facebook Insights, Google Analytics, and promoted Twitter and Facebook spend
  • Multiple-daily updates to both the client and their digital advertising agency

Why this worked

Social media listening picks up the spontaneous or ‘organic’ discussion missed by owned channel analytics. But presenting that on its own would only have been half the picture. Key to the success of this project was our ability to work with multiple data sources to provide an integrated view of the campaign.

This meant we could convert basic social media metrics into real KPIs such as volume of organic buzz created per £1 spent, or the extent the campaign was driving conversions to new website visits.

Results

The client found this use of social intelligence during the live campaign helped them make agile and better decisions about where to invest in the campaign to maximise the engagement with consumers:

  • On Day 1 of the campaign the client up-weighted promotion on Facebook which increased overall engagement levels of the campaign over the next 6 days by 50%
  • Day 2 of the campaign the client reduced the spend on more expensive prizes and diverted to small prizes that generated more organic consumer conversations which increased ROI by 30%
  • Year-on-year with the same marketing budget the client increased their overall engagement levels with consumers by 25%

In the next blog in this series I will be highlighting how we can use social intelligence can help you in a PR crisis.

Any thoughts or questions, as always feel free to get in touch with me at @JobMuscroft and Job.Muscroft@Facegroup.com.

What’s new in… Charities & Social Media? FACE’s 5 Top Reads

In this week’s links round-up, Ed Hawes evaluates the relationship non-profit organisations have with social media, highlighting their challenges and successes.

Charities and non-profit organisations are often seen as being a little slower than the commercial sector in really integrating digital comms & technologies into how they operate – not least because they are held back by budgets.

I have collated five reads that ask: what are the challenges non-profits face with the uptake of social media? What are the best platforms to use to get your message heard? And which organisations are successes of the digital age?

With social media, charities can win the digital general election

Laura Keely, Guardian

“Platforms like Twitter are vital campaigning tools for the third sector. Charities can use them to force their issues up the political agenda.”

With social media charities can win the digital general election

In the run up to the general election, much has been said around social media’s role to persuade users to vote. Laura Keely – of Macmillan Cancer Support – talks about how charities can encourage existing supporters to champion their cause directly with local MPs.

Social media campaigns during the election period can raise the profiles of important issues and attract new supporters. Keely says online action from supporters is vital if charities want to ensure their issues are on the political agenda.

Our chief executive’s refusal to use social media is holding the charity back

Anonymous, Guardian

“I have worked in charity marketing and communications for more than 15 years and, now more than ever, understand the importance and impact of a personal social media presence. It raises our profile in a crowded space and can be more effective than sending out a press release or posting a story on our own website.”

Our chief executive's refusal to use social media is holding the charity back

The author makes it clear that the charity sector should not solely rely on traditional marketing methods. A charity’s CEO is responsible for being accessible to their followers, which as a result can raise the organisations’ profile in an already crowded market. Not having this medium, however, can stunt their growth.

The article quotes a study claiming eight out of 10 people are more likely to trust an organisation whose CEO and leadership team are on social media. Leaders need to acknowledge this as a way to access a vast range of demographics and new opportunities.

5 lessons from the ways charities use social media

Mary Mitchell, Technology Trust

“Charities with large audiences have discovered that consolidating their presence on Facebook might not be as useful as developing a campaign on Snapchat if they’re targeting a young audience, and that changes to the Facebook algorithm can alter everything.”

5 lessons from the ways charities use social media

Social media has evolved as a place of “expressive capability” where people are collaborative in groups. With this in mind, Mitchell draws on five trends and techniques she delivered in her ‘How international development charities are using social media’ report. This ranges from making sure you deliver the right message on a platform which holds your target audience, to prioritising new voices. These are crucial tips to any non-profit looking for new mediums.

Mary Mitchell’s main point? Social media opens up a pool of new opportunities to bring the Western world closer to developing countries.

Like Instagram. It’ll do wonders for your charity

Zoe Amar, Guardian

“From a National Trust photo campaign to snaps from the Ebola frontline, Instagram can bring your supporters right up to the action.”

Like Instagram. It'll do wonders for your charity

We’ve discussed the importance of charities using social media overall, but which platforms are the most effective and far-reaching? Author Zoe Amar highlights interesting case studies on how Instagram is being used effectively by non-profits. Essentially the app allows charities to take users to the forefront of their activities, be that in Syria or Nigeria. It also brings the topic to a younger audience. Co-creating campaigns on Instagram with your audience as well as involving them in campaigns can be key to retaining interest.

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria 

Owen Williams, TNW

“Snapchat is a powerful tool for UNICEF to reach younger people, who might not otherwise take the time to learn the full story. The organization, which is reliant on funding from governments and private donors, is facing a severe funding shortfall, and needs new methods to reach people.”

 

UNICEF is using Snapchat to highlight children missing out on their childhood in Nigeria

In contrast to the second article on charity CEOs who can’t see social media’s potential, this article shows how a non-profit is investing boldly in new social frontiers. UNICEF have used Snapchat as a vertical that brings awareness of humanitarian issues to a generation who wouldn’t usually seek out these headlines – Generation X.

What UNICEF are doing with Snapchat is a powerful example of how non-profits can utilise social media’s potential to influence a younger audience – an audience that is mostly far removed from the issues UNICEF raise.

Join us in a fortnight for another sector round up. Send over any suggestions to me at @FaceResearch.

Social Intelligence Beyond Monitoring #2: Innovating a new mobile payment product

Welcome to the second edition of our blog series on Social Intelligence Beyond Monitoring, from FACE CEO Job Muscroft

In the second blog in this series I want to look at use cases for social media research which go beyond counting mentions of brands and consumer sentiment. Companies can find big, untapped sources of value if they invest in what we call socially intelligent research. What’s that? It’s research that goes beyond merely narrating what’s happening in social media to answer  the real questions ‘Why?’ and ‘What should we do about it?’  With this deeper level of insight, social media can do a lot more than simply monitor discussion.

Last month I talked about how social media intelligence can guide brand positioning; this month, product innovation.

The Brief

A large global financial services brand with a leading position in the credit card market was looking to develop a new proposition in the emerging area of mobile payment. They were interested in exploring peer-to-peer payments – don’t think Bitcoin decentralised networks (it was before that time!) but simply “consumer-to-consumer” payment between friends and family.

Using mobile phone at dinner table

 

What we did

We recognised that payment generates high levels of conversation amongst those communities that need to make regular payments such as students, small traders and families.  So we started wide by listening to discussion about the whole category of sending and receiving money. From this we identified thousands of relevant conversations, from which we identified 10 major pain points.

One notable behaviour was the large numbers of conversations started by people checking with their friend or family member that the payment had actually arrived. This showed people using peer-to-peer payment need validation and confirmation built into the systems so they know for sure when the payment has been made and received. An app can’t just offer financial transfer but needs to have a communication layer as well.

The next stage of the project was a co-creation workshop where we used the 10 painpoint areas to ideate the key features of the new P2P product with the target market. Using rapid prototyping methods, we develop a mobile prototype of potential app functionalities,  which we tested with a larger number of consumers for a further two weeks to refine the key product features.

An example of another P2P mobile payment product, Snapcash

An example of another P2P mobile payment product, Snapcash

Why this worked

The client found this use of social intelligence at the beginning of the innovation process had 4 main benefits. This method…

  1. Helped them quickly root ideation in strong observable and quantifiable global needs
  2. Gave the stakeholder team great confidence that the ideas they were generating would solve a real consumer need from the scale and robustness of the data from social intelligence, more than they felt they got from traditional small-scale ethnographic research
  3. Confirmed and brought to life the key target audience for the product
  4. Enabled the client to move to prototyping within four weeks, which is two thirds faster than their usual innovation approach

At FACE we call this ‘augmented research‘, tying together the best of social and qual and emerging and established research methods to get brands closer to their customers – and ultimately making better business decisions.

In the next blog in this series I will be highlighting how we can use social intelligence to help improve a live marketing campaign. Stay tuned!

Connect with Job on LinkedIn or Twitter, or get in touch by email: Job.Muscroft@Facegroup.com