Digital technology and social media have dramatically speeded up the pace of brand-customer relationships.
They also speed up the pace of brand crises.
But has market research insight delivery kept pace?
Clients and agencies have learnt that you need new research tools, and in this webinar we’ll be talking about one of them: social media analytics and insight. But these new technologies often feed into old processes and old business structures, allowing much of the dynamism of real-time data to be lost.
That’s why we want to talk to you about agile insight.
Social media researcher Jess Owens will be presenting a a 3o minute webinar on Thursday 13 February (4pm GMT / 11 am EST) – join her to find out more.
It’ll preview her talk at the Insight & Innovation Exchange conference in Amsterdam on 19 February – and offer the chance to ask questions about her experiences managing helping her clients – from mobile, banking and retail – manage crises and consumer backlash in social.
At 9am one morning I got a call from my client at O2: “We’re having a crisis. Total network outage. There’s an executive board meeting in an hour and we need to give them a total overview of the entire situation so that we can plan our response.”
In this webinar we’ll cover 4 topics:
- Social media insight for crisis management - what we’ve done for clients from O2 to banks to major retailers, and where the biggest value has been for our clients
- Brand threats and longer-term issue management – how can social help?
- Partnership with clients to build an agile, actionable research programme – aka is the weekly report always the best way to share research insights? Not necessarily
- The true power of the brand tracker dataset - how the unprompted nature of social media mentions allows far adaptive and flexible research, providing the ability to instantly answer questions brands didn’t even know they had
Sign up here on GoToWebinar for the session on Thursday 13 February (4pm GMT / 11am EST). We look forward to seeing you there!
Jess Owens is a social media researcher in FACE’s London office. As one of the first members of the Global Social Insight team, she has pioneered new research methods with social data, from audience mapping, channel effectiveness studies and studying social media virality and content diffusion. She’s presented several workshops at ESOMAR about social media research methods, and will be speaking at IIEX on 19 February.