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Blog

Friends, colleagues and clients:

I am pleased to announce that Networked Insights is joining forces with American Family Insurance. As a third-generation entrepreneur, I could not be more gratified.

Today reminds me of my dad’s favorite quote from Calvin Coolidge: “persistence and determination alone are omnipotent.” For 11 years we persisted and to all of you who supported us on this journey, I am so very thankful. We couldn’t have done it without you.

We’ve been fortunate to have amazing clients and a dedicated and talented team who have helped us create powerful tools that make marketing lives better. To that end, I want to assure you that Kairos, Audience.ai and our industry solutions like MovieSense will remain available. We are not going anywhere.

We will simply have more resources to continue building products that delight and change the world. Both NI and American Family Insurance (AFI) share a vision of how organizations help and serve consumers by building machine learning and artificial intelligence (A.I) capabilities and strategies to continue disrupting the standard way of doing things. Our bond is strong. They’ve not only been a client, but a continued minority investor beginning with our Series C round of funding, and in every round since. We were privileged to call them our colleagues, and now proud to call them our friends.

Eleven years ago we began our quest with the idea that there had to be a better and faster way to get holistic insights about current or potential customers. A mere six weeks before we launched, Twitter was born and Facebook had decided to move beyond college and high school campuses. So, we had a good hunch that consumers had something to say and the data world was going to be a good place to start.  

We can proudly say, we were correct.

From here, the possibilities are infinite and we are only just getting started.

Trust us when we say, we will still be the same Networked Insights that you have grown to love. Our mission to drive relevant change and provide you with the right audience and the right content to gain the right results remains.

We are excited to share more about what we’ll be working on together in the coming months, so stay tuned!

In the meantime, you can learn more here in our joint press release.

Onwards.

Dan Neely, Founder

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Blog
Friends, colleagues and clients: I am pleased to announce that Networked Insights is joining forces with American Family Insurance. As a third-generation entrepreneur, I could not be more gratified. Today reminds me of my dad’s favorite quote from Calvin Coolidge: “persistence and determination alone are omnipotent.” For 11 years we persisted and to all of you who supported us on this journey, I am so very thankful. We couldn’t have done it without you. We’ve been fortunate to have amazing clients and a dedicated and talented team who have helped us create powerful tools that make marketing lives better. To that end, I want to assure you that Kairos, Audience.ai and our industry solutions like MovieSense will remain available. We are not going anywhere. We will simply have more resources to continue building products that delight and change the world. Both NI and American Family Insurance (AFI) share a vision of how organizations help and serve consumers by building machine learning and artificial intelligence (A.I) capabilities and strategies to continue disrupting the standard way of doing things. Our bond is strong. They’ve not only been a client, but a continued minority investor beginning with our Series C round of funding, and in every round since. We were privileged to call them our colleagues, and now proud to call them our friends. Eleven years ago we began our quest with the idea that there had to be a better and faster way to get holistic insights about current or potential customers. A mere six weeks before we launched, Twitter was born and Facebook had decided to move beyond college and high school campuses. So, we had a good hunch that consumers had something to say and the data world was going to be a good place to start.   We can proudly say, we were correct. From here, the possibilities are infinite and we are only just getting started. Trust us when we say, we will still be the same Networked Insights that you have grown to love. Our mission to drive relevant change and provide you with the right audience and the right content to gain the right results remains. We are excited to share more about what we’ll be working on together in the coming months, so stay tuned! In the meantime, you can learn more here in our joint press release. Onwards. Dan Neely, Founder
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Blog

Women ring in 85 percent of all consumer purchases in the health, technology and food industries.

That means women spend more on the $1.6 trillion healthcare industry, the $8-trillion dollar food industry and the $400-billion dollar technology industry, than any other audience.

So just how are women helping the consumer spending engine not only function, but thrive?

Maybe it’s stereotypes; maybe it’s marketing.

Networked Insights discovered that brands who wanted to pull in a female audience found success by targeting well-defined groups of women and using overarching themes like inspiration and community in their branded content.

This methodology is being adopted by high-profile brands like Campbell’s and Under Armour and they’re  finding that developing an interest-based connected is not only turning into significant consumer spend, but it’s fostering trust and brand advocacy, which leads to continued consumer loyalty.

Determining the Themes

Networked Insights measured billions of consumer posts across some of the most successful high-profile branded content campaigns to determine which themes and practices are most successful. Inspiration and community stood out as most desired.

Inspiration

Women often curate content that inspires them and relates to their interests and passions, whether that be finding healthy and easy recipes for the family, looking for motivation for their fitness habits, or seeking inspiration for their next travel destination.

For example, while working with sports apparel giant, Under Armour, for their I Will What I Want campaign, Networked Insights analyzed two target female audiences: 

1. high school or college aged female athletes who participate in organized sports
2. everyday, post-college-aged women who like to work out.

Despite many behavioral and lifestyle differences in the audiences, both audiences were highly engaged with inspirational, short proverbs, particularly on Instagram, that grounded the campaign.

Additionally, about a quarter of the fitness content each audience shared was motivational, visual content related to topics such as working out and new workout apparel.

In terms of community, women tend to seek out others with whom they relate on social for the purposes of advice or education, feeling understood and feeling less alone in their endeavors.

Community

Women demonstrate on social platforms that they need to feel connected to a community. From Facebook groups and hashtags for everything from Crossfitters to “Moms of Twins,” a purpose beyond their own drives their interests.

There is a particular need for social communities among stay-at-home moms, as the data shows it can be their connection to the “outside world” and their source of advice from other moms they relate to and trust.

This presents an interesting targeting opportunity for brands.

Consider Campbell’s, for example. The historic brand is entrenched in the consumer psyche – they’re the company you go to when you’re sick, when you need a hearty meal, when you need to feel warm. But that doesn’t stop them from continuing to improve their targeting.

Wanting to build a campaign for a new product, they reached out to Networked Insights who helped them develop the right audience, dubbed, “Survival Mode Mom.”

Composed of predominantly stay-at-home moms with young children and a low to middle household income, Networked Insights further defined the audience as “survival mode” because of the physical, mental and financial demands she endures as a parent with young children.

Additional traits NI discovered that could be used when building branded content campaigns:

* Survival Mode Mom uses social and news sites to stay connected with other adults and the outside world, offering a mental break from childcare
* She shares her special moments with her children across her community
* She turns to relatable mommy blogs for financial advice and household management tips.

To learn more about how to better develop content to target women based upon specific interests and affinities, download our e-book here: 

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Blog
Understanding social is hard. It’s really that simple.
Even analytics organizations who make it their business, literally, to understand what companies within the space can offer brands or marketers, struggle with drawing the lines.

In fact, respected analytics organizations, like Forrester, weren’t able to place Networked Insights in a way that was all-encompassing. Perhaps that’s due to the rapid pace Networked Insights is developing and releasing new products and capabilities. After all, shifting a model built for consulting to SaaS is not an easy feat. Or maybe it’s just as simple as accepting that the space is complicated and needs a regular, high-level reset to ensure we’re all speaking the same language

So, to demystify the social space, to better understand where Networked Insights fits within the space and to demonstrate how this applies to brands and marketers, we’ve created the ultimate atlas of the terminology used when speaking about the social sphere. The fifteen common terms as we think about them at Networked Insights are detailed below.

Check it out and get in touch if you see a way we can help you: www.networkedinsights.com.

SOCIAL MEDIA MONITORING
The practice of using social technology platforms to track, gather and mine the information and data of certain individuals or groups (like, companies or organizations), to assess their reputation and discern how they are perceived online and then react to it. This requires you to know what to look for while searching. This is the most common way companies offer reputation management for brands or clients. 

SOCIAL MEDIA MONITORING TOOL
Industry recognized platform that provides monitoring of owned and earned engagement around brand and/or campaigns while also providing analytics,  monitoring, listening and/or intelligence for the user. 

SOCIAL MEDIA LISTENING 
The practice of using a social technology platform to proactively discover what is being said in online, or social, conversations about you, your competitors or your brand in an effort to learn, question, explore and derive insights. This also requires you to know what to look for while searching,

SOCIAL MEDIA LISTENING TOOL
A platform that provides the ability to collect online conversations based upon user-specified terms. The tool is also able to provide some degree of contextual information through the analytics of those conversations. 

SOCIAL MEDIA ANALYTICS
The approach of collecting data from social sources and evaluating the data to make business decisions. The process steps beyond basic tracking like, retweets or “likes” to develop an in-depth, holistic understanding of the content resonating with consumers. 

SOCIAL MEDIA INTELLIGENCE
The collective tools and solutions that allow organizations to monitor/listen to social channels and conversations, respond to social signals and synthesize social data points into meaningful trends and analysis based upon the user’s needs. Intelligence can be gathered from both intrusive and non-intrusive means, like open and closed social networks (Wikipedia). 

SOCIAL MEDIA MANAGEMENT
The monitoring, planning and organizing of social content for publishing and analysis. This includes owned and earned social media that focus on engaging consumers, building an online presence and/or reputation management.

ENGAGEMENT 
The process of interacting with and researching social media users to achieve set goals including, brand management, brand recognition, customer service, support or sales.

INFLUENCER
A social media user who carries a lot of social clout since his/her opinions can affect the perceptions of a brand and/or subject. Oftentimes influencers are ranked on their ability to cause an impact, like their follower count or the degree of which their statements are being read/shared/valued.

SENTIMENT ANALYSIS 
Sentiment scoring is the industry standard way that social intelligence companies measure overall positivity or negativity of conversation. By weighting keywords as positive or negative, the overall score of a post is calculated.

INSIGHTS (ACTIONABLE INSIGHTS)
Taking raw data and making it actionable in order to help brands/marketers make more strategic decisions.

CUSTOMER INTELLIGENCE 
The qualitative and quantitative insights about consumers. 

POTENTIAL REACH 
The number of monthly active  people on social platforms, both networking and engagement that matches  the audience you defined through your audience targeting selections.

SOCIAL MEDIA AUDIENCE SEGMENTATION 
The process of organizing audiences using public social data to derive insights and set for for targeting purposes.

EMOTIONS
Essentially, sentiment is black-and-white, but Networked Insights’ unique classification system allows us to measure each post, tweet and comment against a full range of emotional classifiers (46 to be exact). This allows marketers to see the full spectrum of consumers’ emotional responses to their brands, campaigns and various marketing efforts.

BONUS GRAPHIC: THE SOCIAL SPACE + NETWORKED INSIGHTS
Prefer visuals? So do we. Now that we’ve broken down the definitions, get to know how Networked Insights compares to the other major players in the space.

One of the unique differentiators of NI is the ability to use social and non-social data for both analytics and targeting or activation.

The other is simply in the methodology and mindset we use when creating products, which is best summed up by Networked Insights CEO Dan Neely: “We are about people and what’s important to them in their lives, versus posts, which is understanding what’s important to you in your search.”

Read more about our CEO’s perspective on social and what that means to Networked Insights here.

Check out the graphic, explore the space, and get in touch if you have any questions or want to learn more at hello@77.104.152.116 or www.networkedinsights.com.

Networked Insights and the Social Space Infographic

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Blog

Walking in to Networked Insights and removing his backpack, Chief Executive Officer Dan Neely launches in to a story about his young children and the word cattywampus. 

“…and there are toys all over the house and when I ask them, ‘what’s going on here?’ They all respond, ‘it’s all cattywampus, Daddy!”

Here is the man who started multiple companies, one of which houses a powerful engine that can crunch billions of posts a day and can understand human inference to reveal actionable insights, but he’s joking about a famous SNL skit that used the term “cattywampus.”

buford calloway from snl


Even though his comments may seem out of context and not relevant to his daily duties as company leader, it is a perfect example of the methodology Networked Insights employs when it builds its products. By e
xploring what’s happening in the context of people’s lives, rather than just what they’re talking about during a specific point in time, reveals a deeper, richer tapestry of insights, or information that can be used for better audience discovery, building and ultimately targeting.

Example: Neely may be a CEO of a tech company, but he’s a father of young kids who would rather talk about funny anecdotes of his life when he can.  

The social space is a muddy, busy world teeming with more solutions than questions and we’re on a mission to clarify. So, beyond the break down found here: The Social Space + Networked Insights Defined
we sat down with the Chief Executive Officer at Networked Insights to get his take on the social sphere and how NI fits within it.

Let’s start from the beginning. What does “social” mean to Networked Insights?

DN: “Most people think of social as the platform on their phones. They think of Instagram, Facebook, Twitter, LinkedIN, but in reality, our definition of social is anywhere a consumer or a person can contribute something to the web. So it could be that they’re on ESPN.com and read an interesting article and decide to comment on it, or it could be that they’re on a ratings or review site, and they comment on a rating or review. It’s is not just a moment in time where they are engaging with someone on a social site or app. To us, fundamentally, it’s all unstructured data, whether that be text, photo, video, all of our data is valuable to us. The reality is, when you’re trying to look at holistically who a person is, you need to get to all of those interactions across all those platforms, so you can get to what they care about.” 

Interesting. How does Networked Insights leverage all that data, how would it benefit marketers?  


DN: “What we’re about is people and understanding what’s important in their lives, versus posts, which is about what’s important to the marketing expert in their search of the data. We want to understand everything about a person, not just posts. Because if you understand what defines me, you understand who I am as a person, versus what I said at a point in time.

This is what marketers care about, interesting insights and intelligence about people. If you’re able to engage with me as a person would engage, you’re more likely to create content that would be interesting and relevant to my life.”

Makes sense. What are some ways insights have been used?


DN: “A lot of marketing is the test and learn approach. Try something, test it, and if it works put more money behind it. But with our insights, you’ll just know what to do. You’ll know how to put the content in the context of the person or audience because we can look holistically at their lives. Like the Halloween example we had in the company.

We just knew that’s what was interesting to them, because we’re able to look at what’s holistically going on with their lives as they think about their children, that’s interesting, versus if we did a search on life insurance, we’d find that people decide to buy life insurance in January, not that interesting.” 


Neely is referring to the 655 percent video engagement increase that The Guardian Life Insurance Company of America® saw on their Facebook page after using data and insights derived from Kairos, Networked Insights audience analytics engine.

By employing a powerful digital strategy shaped by insights based on social conversations, they were able to identify the right audience for their brand (DIY Parents), the right content for that audience (Halloween costumes), and exactly the right time for them to consume it (Oct. 3).

Wow! What about some other benefits for brands?


DN: “Well one, I don’t waste as much money on test and learn because I know the thing that is interesting to you at this point in time. And two, you’re going to find things you didn’t know to look for because when you use the brain of Kairos, it’s holistic on people’s lives, not just the things chosen to build queries around. And three, our machine has no bias.”

Last thought, who would use this kind of data?


DN: “Anyone that cares about the input of people or customers can use this data.”

To learn more about how Networked Insights can help you, get in touch here

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