FIGARODIGITAL.CO.UK
Social listening for scientists
Donal Phipps, Digital Analyst at GE Healthcare At GE
healthcare, we wanted to listen to and understand
Digital print to make you think
Tim Chalklen, Managing Director at Unified Solutions Ltd
A picture paints a thousand words. Never has a truer word been spoken. At the conference we’ll be taking an unusual look at how digital technology impacts on our everyday lives in a positive and not so positive way.
We’re presenting some thought-provoking
drawings by Pawel Kuczynski, a Polish-born political satirist who uses art in a compelling way to convey messages about the world today. We’ve also selected some ‘stop and think’ marketing campaigns that have used clever images to convey their message, capturing imagination and evoking action. We’re also showing images by John Holcroft, a British illustrator who uses digital technology to create powerful art in a style similar to 1950s ads. As art is open to interpretation. What we see may well be different to you. But we’ll leave that for you to ponder over. Having evolved over the last 20 years, Unified Solutions has seen huge changes in digital technology and the opportunities it brings. We firmly believe that when executed well digital can benefit individuals, communities and businesses alike. That’s why we’re passionate about what we do. We’re more than just creators of great websites; we take the entire online experience and deliver integrated solutions that work.
unified.co.uk
our customers better by finding out what they were saying and where they were saying it in digital channels. To do this, we had to build a social listening approach from the ground up, and figure out how best to discover and measure those conversations which delivered real insight amidst a sea of noise and ambiguity. For B2B marketers, it can be hard to mimic the agility and innovative approaches being implemented by our B2C and agency peers. But even for B2B marketers, there are some useful, practical steps which can be followed—steps which help you find customers online, understand their language and analyse conversations to deliver actionable insights for the business. We believed that in
order to truly understand our customers, we would have to look beyond
conversations about our brand or category and identify the themes and topics which really occupied their thinking. Whether you work with a specialist listening partner, or make use of some freely available tools, these steps will allow you to define your audience’s lexicon and measure the volume of online conversations taking place. Getting this right means that finding real insight follows naturally and brings several benefits— improved content targeting, valuable input into search optimisation and website taxonomies. Most importantly of all, you’ll improve your ability to converse with customers in the right place, at the right time.
gehealthcare.co.uk
34 issue 25 july 2015
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