Marketing Research
2.6K views | +0 today
Follow
Marketing Research
Your new post is loading...
Your new post is loading...
Suggested by Alba De Vera Ruiz
Scoop.it!

How Social Data Influenced Hyatt to Pull Part of Campaign Days Before Launch

How Social Data Influenced Hyatt to Pull Part of Campaign Days Before Launch | Marketing Research | Scoop.it

This article shows how Sparks and Honey (An agency specialized in social media analysis) goes beyond the concept of social listening. The company's final goal is to help their customers to synchronize their brands with culture. To do so they use an innovative process that involves tracking every “hot” issue in the media -not only information related to the brand-, predictive analysis to estimate the potential impact of a trend and everyday meetings to share worker’s findings.

 

The Sparks and Honey paradigm provides their customer with immediate and relevant data allowing them to plan in accordance to nowadays’ trends. There are some examples of that concept at the very first paragraph of the article and in the last ones. The former is about plugging on a campaign and the latter is just a Facebook post that links the discovery of new planets (a hot topic at that time) with a customer’s product.

 

The differentiated social listening service offer by Sparks and Honey could be considered as the agency’s main competitive advantage. To achieve such differentiation Sparks and Honey just does its best to help businesses align themselves with the current environment by identifying hot patterns that might cause significant shifts in their business and consumers. So by using this methodology they allow companies to operate hand in hand with culture in real-time, to reach their customers easily, to connect better with them through the updated content of their ads, tweets and Facebook posts and to have a relevant impact on consumers.

more...
Joachim Scholz, PhD's comment, September 20, 2013 7:46 PM
Comm332: You will notice that Alba has submitted this post again. She was brave and jumped head in to this assignment and was the first to submit. Thank you, Alba. Going first comes with a privilege that you get a second chance. If you compare the two scoopt by Alba (about the same topic), you will notice that they are slightly different. This one here is an improvement over the first one further below. It earns in between 4-5 points, while the first one below would have been more towards the 2-3 points level. This has mainly to do with the last paragraph. Alba does a much better job here in giving great insights into what makes the approach by Sparks and Honey special and useful. Well done, Alba! (And no, you can't ask for another chance if you are unhappy with your grade. That's a privilege for the very early.)
Joachim Scholz, PhD's comment, September 23, 2013 9:30 AM
However, this submission is too long (252 words)
Suggested by Alba De Vera Ruiz
Scoop.it!

How Social Data Influenced Hyatt to Pull Part of Campaign Days Before Launch

How Social Data Influenced Hyatt to Pull Part of Campaign Days Before Launch | Marketing Research | Scoop.it

This article shows how Sparks and Honey (An agency specialized in social media analysis) goes beyond the concept of social listening. The company's final goal is to help their customers to synchronize their brands with culture. To do so they use an innovative process that involves tracking every “hot” issue in the media -not only information related to the brand-, predictive analysis to estimate the potential impact of a trend and everyday meetings to share worker’s findings.

 

The Sparks and Honey paradigm provides their customer with immediate and relevant data allowing them to plan in accordance to the nowadays’ trends. There are some examples of that concept at the very first paragraph and in the last ones. The former is about pluging on a campaign and the latter is just a Facebook post that links the discovery of new planets (a hot topic at that time) with a customer’s product.

 

Hence it can be claimed that the greatness of this real-time methodology lies on the speed and the content of the search rather than on the consumer’s opinion of certain brand analysis. Thus this extensive social listening might only be request by companies that want to be active in a continuous basis on the Internet.

more...
Joachim Scholz, PhD's comment, September 17, 2013 7:55 PM
Nice article. And take the time to watch the (rather unrelated) video to get your hope in humanity's future restored :)