Shall Data and Creativity be in opposition forever? (Warsaw ROI, 21/08/2019)
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Where data and creativity meet in social media. Few basic principles which might seem obvious, but obviously they are not, since so many companies still do not follow.
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Shall Data and Creativity be in opposition forever? (Warsaw ROI, 21/08/2019)
- 1. Shall Data and Creativity be in opposition forever? Adam Zbiejczuk Influencer.cz 21. 8. 2019, Warszawa
- 2. Honestly... Adam Zbiejczuk ➢ Journalism & Media Studies ➢ mBank blogger ➢ H1.cz first CZ social media monitoring tool ➢ freelancer for BMW.cz ➢ Influencer.cz co-owner ● I'm a skeptic ○ sometimes data is missing ○ often creativity sucks
- 3. Data vs. Creativity Can reason and lust be in opposition forever?
- 4. For every campaign... 1 Understand the clients’ needs and longings 2 Understand our own product / service 3 Understand the tools to deliver the message 4 Use the data to test the creatives 5 Be ready to help
- 5. So why it often does not work
- 6. 1) Understanding the client What kind of data we can get to learn more about our clients? ➢ social media = not just your channels: do you know what they say? Social Listening ● focus groups ● personas ● get in their shoes!
- 7. 2) Understanding the product As an agency: how far can you get in knowing it all? ➢ in-house teams have a great chance to know it inside out ● social media is not only about selling stuff ● if you want to (help) create lovebrand... ○ you must fall in love with it yourself
- 8. 3) Understanding the tools Why pay for the reach? ➢ because no matter the creativity... ○ you need people to actually see it ● do you measure beyond likes / engagement? ○ Good! ● do you measure beyond clicks / conversions? ○ Better! ● do you know you can change public opinion or attitude towards you? ○ Best!
- 9. 3) Understanding the ecosystem Would you air a billboard in a TV ad? ➢ no print ads on social media ➢ librarian's syndrome ● social media is social ○ do try to be social ○ enjoy conversation ○ be funny, emotional ○ be useful
- 10. Beer vs. Beer
- 11. 4) Use the data to test the creatives Make the logo bigger! ➢ person responsible for the content: you are in an awkward position ➢ everybody's ready to help ○ put more red in it! ○ we need cats! ○ sex sales! ● ask for data instead of an opinion of a random douche
- 12. 4) Use the data to test the creatives The need of data in the creative process ➢ often minor change can make a huge difference ➢ HCD with FB Groups instead of focus groups
- 13. What is not the right creativity Creating super creative campaigns to please yourself
- 14. 5) Be ready to help Customer service is an integral part of social Epic Skyscanner response to user finding a bug… ...which didn”t just stop there
- 15. 5) Be ready to help And yes, you can win the internet being creative there Tesco and the cucumber with a dead worm - named William (see BBC and 44k share pic)
- 16. Creativity vs. data No, they shall not be in opposition forever ➢ you need CREATIVITY to get meaning from the data… ➢ ...and just having a pool of super talented creative guys - without somebody looking over DATA - then you don’t spend the money well, period
- 17. Thanks - let’s connect Adam Zbiejczuk adam@influencer.cz https://www.linkedin.com/in/zbiejczuk +420 736 779 920