Social media offers brands and organisations a fast track to the hearts and minds of customers. This conference will showcase some of the most creative and resourceful new thinking that allows for effective communications and transactions.
If you want to get closer to customers and make sense of their interactions, this conference will help you separate the signal from the noise.
Learn how insight is being maximized and energized through social media – and listen in as techniques are shared.
The conference will offer you a concentrated day of intelligence, practical advice, debate and strategy. Whether you are an insight professional, or a brand manager, this event will help equip you to face the considerable challenges, and reap the considerable benefits, of using social media to better understand your customers.
How can social media insights be successfully placed against real world conversations?
What are the real secrets of viral success?
What is Twystery shopping and how can it help brands?
How can social fingerprinting offer you a truer picture of customers?
How can you tap into valuable cultural networks through social media?
How can social media be used to prove a research hypothesis?
How can brands improve social media listening strategies?
How can diverse social media sources be drawn together into a unified and coherent whole?
This interactive conference will allow you the time and space to examine some of the profound strategic and technical issues facing us all in trying to harness social media for the benefit of understanding.
Join us for a day that could change the way you interact, understand and transact with customers.
Cassidy Media Partnership
Where is the event taking place?
Radisson Blu Edwardian
9-13 Bloomsbury Street London WC1B 3QD
With thanks to:
Registration and coffee
10.00 Opening remarks
Marc Brenner, former editor of
10.10 Why does content go viral?
Stellings is a regular panellist/guest contributor on BBC 5 Live’s ‘Big Share’
programme, which discusses that week’s trending and viral social media
stories. He often interview the people behind the Tweets, videos, and
posts that go viral and find out why they shared the content and what’s
happened since. In this opening session, he’ll share some of the lessons
he’s learnt along the way about why content goes viral and what it means for
brands and corporates in engaging with customers. Laurence
Stellings, Director, Populus
10.40 Social Media and the New Visual Grammar:
learning to speak the new consumer language
media has brought about a fundamental change in the way people communicate -
from the textual to the visual. Although the research industry has made great
progress in the adoption of new techniques and methods for the digital age it
has struggled to comprehend the full meaning and value of consumers’
unprecedented use of visual
images. How can we read and understand the new visual grammar of social media,
how does this expand our understanding of contemporary consumers, and what is
the role of brands and companies in this communicative field. Dr.
Nick Gadsby, Founder and principal, The Answer: the Cultural Value agency
11.10 Refreshment Break
11.30 HSBC and the path to
broader social media listening
the start of the year, HSBC formalised an enhanced social media listening (SML)
approach to support them with 'broader social media listening' – so not
anchored in a pre-defined topic but driven by what is being discussed amongst
businesses and influencers, both in relation to HSBC and the wider banking
sector. Listen in to how this financial sector giant uses social media to give
faster, deeper and more agile insight while also providing valid and credible
Fairhall, Head of research and insight, global commercial banking, HSBC Nikki
Boore, Global head of customer strategy and insight, HSBC
12.00 Fresh insight on Twitter
usage and its implications for brands
and The Numbers Lab have conducted a new multi-discipline study into the
behaviours, habits and attitudes of Twitter users. What fresh insights can be
gleaned from this research? And how can this insight be used by brands to
better communicate and engage with existing and potential customers? Nathaniel
Greywoode, Research Manager, Twitter UK Lizzy
Moroney, Director, Firefish
12.30 Social media analysis and
the shift towards a hypothesis-driven approach
media data helps us understand audiences at scale, but it has grown into an
ocean of interactions which can make analysis challenging. Next to this, the
introduction of privacy-first data sources like Facebook Topic Data and
LinkedIn, offering unprecedented access to data in an aggregated and anonymised
form, question the fitness of online qualitative methodologies that rely on
analysing individual posts to make sense of the data. A new research
approach is emerging where the focus is not on using social data in an
exploratory fashion, but as a tool to validate specific research hypothesis.
This session demonstrates how to turn an insight, creative or media brief into
a research hypothesis, how to translate the hypothesis into a series
of signals that can be extracted from the topics, and how to craft insights
to validate, disprove the original hypothesis or drive completely new insights.
Francesco D’Orazio, Co-founder, VP product & research, PULSAR
14.10 The need for perspective: Placing social media
insights alongside real-world conversation
is great value in monitoring the visible conversation that’s available in
public social media. However, private and online conversations lurking
under the surface are more numerous, bigger -- and often very different. In
this session you’ll learn how to ground social media insights in the broader
context of how and why consumers communicate with each other about brands and
Thomson, Managing director, Engagement Labs UK
14.40 Cultural insights drawn from social media
listening is being used to create cultural frameworks that can help to
understand the success (or failure) of TV programmes featuring client
content. It’s helping to drive the development and effectiveness of these
programmes. But what can the commercial world, outside of the world of media,
learn from cultural analysis? Kitty
Jansz-Moore, Research manager, Real World Insight, MediaCom
15.10 Twystery shopping: a new
way of benchmarking brands
is increasingly important as a customer service channel, used by consumers to
contact companies to find information and solve problems. It’s particularly
important to brands as it’s public - all questions and responses (or lack of)
can be seen by anyone. BDRC Continental wanted to use a traditional approach of
customer satisfaction research, but update it for the world of social media.
This session illustrates how they used Twitter itself as a platform for a
mystery shopping programme, sending c.10,000 tweets to c. 400 brands. Listen in
as BDRC reveals the lessons learnt and the pitfalls to avoid - both for brands
using Twitter, and when conducting similar research. Tim
Barber, Director, BDRC Continental
15.40 Refreshment break
16.00 Understanding UK Women via social media:a usage & attitudes study
July 2016, Kantar Media conducted a usage and attitudes study of women’s
drinking habits in the UK, by analysing social media conversations. They wanted
to understand what influences women in their choice of alcoholic drinks. Learn
how they tapped into a hard to reach demographic, leveraged visual social media
content and applied a language lexicon of affinity to categories and brands to
capture genuine consumer conversations and uncover fresh insights. Discover how
to capture candid descriptions of habits which may not be possible using other
forms of consumer research. Gaelle
Bertrand, Head of Brand Insight, Kantar Media
16.30 Social fingerprinting:
conversation analysis that drives marketing strategy
Fingerprinting is a research technique developed for extracting insight from
large Twitter datasets. It works by quantifying and visualising how
conversations flow between brands, consumers and others. The insight it
provides enables clients to understand who the key influencers for their brand
are, what conversation content is most resonant and how their brand’s
‘talkability’ and capacity to connect with consumers measure up against the
Copps, Head of research,IPG Mediabrands Marketing Sciences
17.00 Debate: Social insight
can only thrive when it gets out of the social silo
this final session of the day, representatives from leading brands reveal the
challenges they have faced in proving the value of social insight and how they
have been overcome; Is the social silo the main issue? We find out where they
turn for help and what the tipping points were for them personally and for
their organisations? And we hear their responses to the challenges and
assertions made through the day.
Fran Cassidy, founder, Cassidy Media Partnership and Project Lead,
Pete Evans,Head of Research, Insight & Marketing
Chloe Harper, Marketing Business Manager, TfL
This is the other tab
Tim Barber has been working in research for nearly two decades, focussing primarily on media and communications, for the some of the world’s leading organisations. He’s particularly interested in developing and implementing innovative methodologies.
Gaelle is seasoned market research professional with 19 years’ experience (TNS, Dunnhumby, GSK and Coca-Cola). Gaelle has been delivering strategic insights through social media research for 8 years, first at SDL/Alterian, and then at Precise, now Kantar Media, where she helped develop and grow the company's social media intelligence capabilities.
Nikki heads up Global Customer Strategy and Insight at HSBC which covers all business lines including Retail, Private and Corporate Banking. She is passionate about exploring how HSBC can utilise predominantly B2C approaches in B2B research, and vice versa. She has extensive experience within the financial services sector, having worked for HSBC for over 20 years.
Fran has worked within agencies, brands, and media owners. She has run Marketing Departments within TV Networks, Outdoor and Cinema and now runs an independent marketing and research consultancy. Fran is also Board Director of The Marketing Society. Clients include Facebook, Channel 4, BARB, and the IPA. Fran was one of the founders of the #IPASocialWorks project – the first project of its kind to isolate robust measurement and effectiveness strategies for social media.
Geoff is IPG Mediabrands’ UK Head of Research. In addition to leading data projects across a range of clients, his key role is in the development and integration of marketing-leading tools across IPG’s agencies. Over his career he has worked in roles for research supplier, media owner, and media agency. Geoff is also active within the media industry at JIC technical committee and board level.
Francesco D’Orazio is a researcher and designer with a social science and digital media background. He is co-founder and VP Product & Research at Pulsar, Chief Innovation Officer at FACE and co-founder of the Visual Social Media Lab. His work focuses on designing systems and research frameworks to analyse social data using computational social science and data visualisation. Most of his research focuses on virality, social influence, audience segmentation and content strategy. He is a regular speaker at research, innovation and technology conferences such as Big Data Week, Social Media Week, Strata, IIEX, WARC, MRS, Esomar. His work has been featured in the likes of BBC, Guardian, CNN, BuzzFeed, Mashable, Quartz, The Next Web - and on Commander Hadfield’s Twitter feed.
Lucy is the Head of Research and Insight for Global Commercial Banking at HSBC and is a huge advocate of innovative research techniques. Lucy began her career at GfK, moving to HSBC to lead the UK research and insight team. For the past four years, Lucy has headed up the central research team and has taken on the challenge of evolving the way in which HSBC conducts research. She recently published a thought leadership piece on the topic in Marketing Week.
In his 16 years as a researcher Nick has helped numerous companies invest in the cultural value of their brands and transform this into successful commercial outcomes and is a highly respected presenter on the conference circuit, being nominated for Best Presentation at the past two MRS Annual Conferences.
Nathaniel is UK Research Manager at Twitter, working with brands to help prove and improve the value that Twitter creates for advertisers. This role manifests itself in many different ways; from using the billions of Tweets sent daily to understand consumer behaviour to measuring campaigns for clients to track ROI, by way of Neurological research to understand the impact of Twitter and it's role in how we communicate. Prior to Twitter, Nathaniel worked at global media agencies MediaCom and Dentsu-Aegis, specialising in quantitative and statistical approaches to understand the performance of advertising activities for some of the world’s biggest advertisers and optimise their future deployments. He is currently Twitter's Global Mix Modelling lead, whilst also being a member of the IPA SocialWorks steering group and sitting on the I-COM Attribution board.
Kitty is a Research Manager in the MediaCom Real World Insight team, working on quantitative and social listening projects across a range of clients and sectors. Her research background has been built through roles in various media and communications agencies.
Lizzy is a Research Director at Firefish. Her specialisms include audience behaviours, brand communications strategy and proposition development and she won the MRS New Consumer Insights Award in 2015 for work on BBC 1Xtra with The Pineapple Lounge. Lizzy has 13 years’ experience and joined Firefish from Bauer Media where she was Head of Brand and Commercial Insight.
Laurence has more than a decade’s experience helping corporates, public bodies, and political campaigns develop and implement evidence-based strategies to best communicate their messages, manage their reputations, and understand their key audiences. He is a Director in the Reputation and Strategy team at Populus and Tweets @LaurenceThinks.
Steve is the Managing Director of Keller Fay UK. He is acknowledged as a leader in the holistic measurement of brand amplification and buzz, and has widespread experience in researching the issues of brand advocacy, word of mouth, and social influence from many angles.
Delegate fee until 25 November 2016
MRS Member £335 (£402 inc VAT)
Non-Member £465 (£558 inc VAT)
Please note: Early Bird fees must be paid in full by 25.11.2016