On 2nd March, we launched our pioneering collaboration with Imperial College London’s Data Science Institute and Jaywing Futures at a landmark event, attended by over 40 leading brands from across the UK. We unleashed our unique blend of creativity and data science with a host of expert speakers, demonstrations and data visualisations.
We’ve rounded-up 7 key takeaways from the day:
1. Video content on Twitter is more memorable
As marketers, we understand that video stands out on social media. But statistics show that we have over 11% better memory encoding from watching a video on Twitter vs. online video norms, as revealed by Olesya Moosman, Head of Research at Twitter UK. This may prompt marketers to review their content strategy.
2. Social data is starting to predict when people may be more receptive to content
During our panel debate on the influence of big data on the future of social, Bruce Daisley, Vice President of Twitter Europe told us: “We are starting to be able to predict when people are doing things in their lives. For example, people are talking about shopping more often on Sunday evenings than any other time of the week.” Those ahead of the game in their analysis of Twitter data are using this kind of insight to target people when they are most receptive.
3. The biggest influencers online sit in different tribes and connect communities
During the debate, Professor Sophia Yaliraki from the Social and Cultural Analytics Lab at Imperial College London, added: “People with the most influence on social media connect communities that wouldn’t normally talk. If you want to innovate, you want to know who that is!” Understanding these complex networks takes talented mathematicians to analyse big data, but the prize for doing so is huge.
4. Surprising events make us pay attention
During Neuroscientist Dr Jack Lewis’ ‘Brand S.C.I.E.N.C.E’ talk, we heard what happens in the human brain when we are surprised – for reasons both good and bad. “Our brains strive to minimise surprise. We have an internal model of how the world works, and if what happens in our day roughly tallies with what we expect, our internal model is normal. But if something surprises us, then we suddenly realise our view isn’t right, and our model needs updating.” Expected events don’t really have an impact to change someone’s behaviour. But if you surprise them with an unexpected offer, gift or reward, this impact effectively changes how our brains think.
5. The first person to share something really interesting receives a status boost
Dr Jack discussed how as humans, we are a highly social species. When people feel that they are the first to share a piece of news that is really interesting, they receive a huge status boost. This could make customers get that ‘feel good factor’ by being the first to share some really juicy and exclusive news about your product or brand.
6. Analysing customer sentiment can help you to build a more relevant conversation
Chris Bryson, Data and Analytics Director from Webhelp UK, explained how we need to understand the experience a customer is currently getting before looking to cross-sell to and retain them. Webhelp uses insight from web chat engagements to help understand customers’ sentiment and have far more informed conversations. By bringing all data sources together – both structured and unstructured – brands have the means to understand which customers need more time spending on them and who they can service more efficiently.
7. Big data techniques to analyse the body and brain’s responses allow us to gain a better understanding of human decision-making
Professor Yi-ke Guo drew us into the world of how humans make decisions. Decision-making is a cognitive process. “If we can better understand cognition processes, we can also better understand the impact of stimulation to the brain.” This is why Jaywing is sponsoring research programmes in this field at one of the World’s best science universities. Neuromarketing is emerging and evolving. However, if we are truly to learn more and deepen our understanding, it’s essential that the science stands up to scrutiny.
Find out more
If you are interested in finding out more about any of the topics or getting involved in our research programme, please contact us by emailing [email protected].
Watch this space for a full write-up of the speaker sessions and more content from the day.