IKEA is the World’s largest furniture retailer with some of the most bizarre and memorable adverts around, so I won’t waste any more time introducing them. The Socializers, however, you may not have heard of yet. They use social data and online research to influence targeted marketing. The overall theme of their work is ‘Digital to Flesh’. Now IKEA was successful before their Digital Development team decided to team up with the Socializers. This can make it hard for the whole company to get behind new ideas, but within the first 3 month pilot program, 18 insights were discovered and utilised. The use of senior management buy-ins and 15 senior stakeholders also helped to drive new methods across the company.

The new team created a Listening Hub. A physical space in IKEA headquarters. A place for detecting, sharing and distributing insights. This was successful due to the use of Brandwatch Vizia.

Brandwatch Analytics is an advanced social intelligence platform that analyses rich social data to optimize marketing. Vizia is powered by Brandwatch that allows IKEA to have a fully customizable and real-time online platform to make data visible and actionable across their company.

One of the major insights found in the 3 month pilot was the differences in customer services found in different regions. This was found by analysing various social medias and pairing up with Boolean Query Operators. This means that online conversations were analysed for content and tone.

 

-> sorry I was stopped by the lecturer and ran out of time!!