On the second day of the Social Commerce days, students who are interested in data analysis were invited to join an interactive workshop to learn how to leverage data analytics for building successful campaigns. Mr. Colin Foster, managing director of Twist Mktg, a W2O Group company used a famous crisis communications case study – the Susan G. Komen-Planned Parenthood Debacle to illustrate the methodology of developing a campaign plan and solving a problem by utilizing real data. He showcased what his team did on the data analytics platform from situation analysis; strategic communications plan development to campaign measurement. He addressed to us that, “always remember the main purpose and the business goal of the organization throughout the whole process. We can turn data into insights that drive commerce and shape behavior online on the premise that we consider communications strategy in business or organization cause perspective.”
Before attending this workshop, I have already been interested in data analytics and taking an online course of data analysis. However, I was having a hard time to figure out how to decode data and capitalize on data information in planning a communications campaign and driving measurable business and organizational results. In the workshop, I learned the importance of PESO (paid media, earned media, social media, owned media) analytics. Given today’s companies have been hyper-focusing on social media, a majority of traditional media’s expansion has come from a handful of the social networks. To resolve a crisis, we need to pull social media data, media data and paid media activities together and make an integrated and deeper analysis. Thus, we can create agile and time-efficient content and make sure insights can be articulated to target audience in real-time. As a result, we can take advantage of the trends that might be popular at a given moment in time.
During the discussion of the Komen’s case study, Mr. Colin Foster reminded us to keep three things in mind: remind people what the organization’s mission is and what it’s already accomplished; create emotional appeals by communicating how the organization have played a role in the particular social cause; embrace the community by creating interactive communications opportunities for people who generate social content online. These three things can guide organizations to utilize correctly people’s concerns and passions on relevant business goal and retain competitive advantage. It leads to sharp insights that can generate business value.