Creativity + Data = Ruder Finn Beacon

In blog, Measurement, Social Media by David Ko

While Creativity is still king, the ability to assimilate real-time data from multiple sources, and convert them to valuable insights that lead to action, is a critical success factor for CEOs and CMOs today. Clients have been telling us that while the advertising side of the house has been comfortable with data for decades, comms and social teams have been struggling to wring meaningful intelligence from the copious amounts of data they collect.

That’s why we created Ruder Finn Beacon, our proprietary Insights & Analytics suite that helps clients derive practical intelligence from big data directly applicable to business goals.

We’re not just talking about marketing-related data such as social listening, influencer maps, consumer journeys, web analytics and media coverage, but any kind of data. If it has a time-stamp and can be plotted on a scale, Beacon can analyse it.

Beacon already includes:

  • Intelligent Listening with Augmentations
  • Influencer Mapping
  • Social Visualisation

With more to come as we refine the I&A suite continuously.

Intelligent Listening

Beacon Intelligent Listening (BIL) is the social listening that we are familiar with, with a few key differentiators. First, Beacon can support and integrate multiple social listening services, for example letting regional teams aggregate social listening across markets. If the client does not currently use a social listening service, we offer Crimson Hexagon as an option.

Beacon monitors online and social media globally including news sites, Facebook, Twitter and Instagram.

We’ve also seamlessly integrated Google Cloud Artificial Intelligence (AI) to analyse sentiment and translate posts on the fly, making crisis monitoring and predictive analytics even more responsive and accurate. At launch we already support automatic translation of over 100 languages, enabling us to cover practically the entire world. It doesn’t matter if you’re tracking Malay, Thai, Korean, Chinese or Tagalog…the posts are there in the Beacon dashboard, translated automatically, analysed in real-time.

Beacon also introduces the concept of Augmentations, which lets us layer any kind of data over listening data, and find correlations. With Augmentations, we can import data of any kind, and analyse that alongside standard marketing data such as web traffic, advertising spend data, e-commerce sales, and so on. Augmentation data sets can range from retail foot traffic to weather patterns.

Influencer Mapping

We’ve partnered with celebrity KOLs and large-scale influencers for many years, but now there’s a way to find micro-KOLs too.

Beacon Influencer Mapping (BIM) discovers and scores social media influencers to help brands quickly design outreach campaigns and build communities. We evaluate and score influencers by Reach, Resonance, Relevance, and Receptivity, creating a map of potential influence.

Micro-influencer mapping is a particularly powerful application of Influencer Mapping, allowing brands to discover influencers with followers numbering only in the thousands or tens of thousands, yet that are passionate and influential around a niche topic. For example, Beacon was successfully used by a major pharmaceutical company to map and rank the most passionate online influencers surrounding a specific disease, leading to more targeted engagement.

Social Visualisation

Many client brands manage multiple social media accounts, each with unique audiences that overlap and cross-influence. Ironically, Facebook’s Insights tool contains a large amount of user data that can overwhelm marketers and make deriving insights a challenge. BEACON’s Social Visualisation dashboard collects a large amount of this performance data, then presents them in easy-to-understand insight charts that make interpretation straightforward. Supplemented by expert recommendations from Ruder Finn’s social media experts, BEACON Social Visualisation delivers actionable insights that allow brands to outperform their peers across a multitude of KPIs, from engagement to conversion.

Beacon is already serving multinational brands across Asia today.  For a demo or pricing information, please drop us a note at Beacon@RFI.Asia.