Watch Live: Is Social Intelligence the New Business Intelligence?

Today: at 11:30am EST watch Digitas' Beth McCabe, VP/Group Director of Social Marketing & Technology, live at OMMA Social. McCabe will explore the opportunities and challenges of social intelligence in a panel discussion with leaders from Kinetic Social, M80, tracx, and more. Get more details on the panel below, and follow @Digitas and #MPOMMA on Twitter for live updates.

What’s the Buzz: Is Social Intelligence the New Business Intelligence?

Not so long ago, business intelligence – which gave brands massive information about the wants, needs and behaviors of their customers – was the coin of the realm when it came to truly understanding the marketplace. But social has changed all that. Not only has social intelligence exponentially expanded the amount of information available, but its public nature makes it a very different beast then the closed-in focus groups and other data sources that used to dictate the relationship between consumers and brands. The shift leads to the obvious question of what the role of classic business intelligence is when there’s so much social data readily available. Does social intelligence supplement it, or supplant it?

Moderator: Carree Syrek, Chief Strategy Officer, Kinetic Social

Panelists:

- Beth McCabe, VP/Group Director, Social Marketing and Technology, Digitas
- Anthony Green, VP, Business Development, Optimal
- Matthew Conlan, Director of Client Services, tracx
- Chris Knoch, VP Strategic Solutions, IgnitionOne
- Jeff Semones, President, M80

Turning Pins Into Purchase: New Pinterest Research

Recently we partnered with Curalate, the only marketing and analytics suite for Pinterest and Instagram, to release a study shedding light on Pinterest engagement for brands, specifically in fashion/retail, automotive, and electronics.

Here's what we found: unlike Twitter and Facebook, where brands drive their content through official accounts and pages, Pinterest is all about users telling the brand story. In fact, 70% of brand engagement on Pinterest is generated by users versus brands. The research also pinpointed the optimal pinning day and time for three industries: fashion/retail (3:00PM, Fridays), automotive (12:00PM, Fridays), and electronics (10PM, Mondays) industries.

Get a more in-depth look, along with an infographic, at the research here.

Digitas NewFront 2013: Steve Martin and Joe Levy

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.

Joe Levy (@RealJoeLevy) from Billboard Magazine just interviewed Steve Martin (@SteveMartinToGo) who told us the story of why he joined Twitter.  Tom Hanks told him that he can tell his fans about his next film and connect with them.  So Steve Martin jumped in but was puzzled by the hashtags and @ mentions and decided to write full, complete thoughts to his audience.  He quickly amassed millions of loyal followers who got his jokes (even some who don’t).   His audience ultimately became contributors, responding to his open ended jokes and he published a book of his favorite conversations.  Collaborative, social story-telling at its best.    

This year’s NewFront wrapped up with an incredible live banjo performance by Steve Martin.  

Today’s New Front live-blogging was done by Digitas’ Amie Green.  For more insights from Amie – Follow her on Twitter @Smit

Digitas NewFront 2013: Organizing to Win

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.

The Organizing to Win panel gave everyone a look behind the Taco Bell brand and engagement strategy.  On stage were Amy Kavanaugh, VP Public Affairs & Engagement, Taco Bell and Juliet Corsinita, Senior Director of Media, Taco Bell. 

Taco Bell set out to be the most relevant brand in the world.  Below is how they work internally to make it happen:

First, integrate and collaborate. They truly put the consumer first understanding they do not differentiate between screens, they don’t differentiate between Paid, Earned and Owned.  Taco Bell created a Fish Bowl, newsroom environment to bring together all stakeholders to look for a signal and work together to help their customer understand why they are so relevant.  “Live Mas Live” is what they call this platform.

Second, be relevant in the Moment.  The Taco Bell customer or “friend” is an explorer and Taco Bell knows what drives them.  “They view access to our brand as currency”, says Kavanaugh.

Third, authenticity rules. This team strives to always be uniquely Taco Bell.  That means talking to their customer like they are their friend.  Don’t turn off, listen and be prepared to respond with something valuable.

Lastly, measure and optimize.  Make decisions based upon testing and learning.  Identify the attributes to best inform the decision-making process.

Today’s New Front live-blogging was done by Digitas’ Amie Green.  For more insights from Amie – Follow her on Twitter @Smit

Digitas NewFront 2013: Will Your Phone Save the Shopkeeper

We’re live from the Digitas NewFront! We’ll be recapping sessions all day. Watch it live on DigitasNewFront.com, and follow Digitas on Twitter and Tumblr for updates. Tweet #NewFronts to join the conversation.

Blake Shaw, Data Scientist at Foursquare just shared beautiful moving maps based upon check-in data.  A new trail of digital data has emerged now that we’re carrying around our mobile phones and sharing information in real-time.  Foursquare has amassed over 3.5B check-ins; 5MM check-ins every single day.  In aggregate, we now see and feel the pulse of what is happening around us: how people are moving, what they are doing.  We’re able to study patterns of human behavior and how people relate to places.  Brands are now able to use this data to predict where their customers will go, when they’ll go and what other places they may visit.  This amounts to a context strategy – what is valuable to someone after they land in a new city, after they visit the grocery store or visit a city for the first time?

Today’s New Front live-blogging was done by Digitas’ Amie Green.  For more insights from Amie – Follow her on Twitter @Smit