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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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Welcome to Weekly Conversations, where each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.

Read on to find out what weíre talking about this week (hint: Goonies meets Stand By Me by another name is a sci-fi Netflix show).

Livin’ up to the Hype

Only a show that is simultaneously edgy, yet nostalgic would drum up more than 3 million posts in one week. Thatís right, weíre talking about Stranger Things on Netflix and the impact of its much anticipated season 2 release.

So, take a deep breath and bring your towel, weíre taking a trip to the Upside Down.

A year later, the binge-worthy sci-fi treat came out and stole the online conversation, for at least a week. Critics and fans alike hailed the new season as pretty close to perfect. Others expressed some concerns binge-ing a show flies through. However, the online conversations we analyzed showed that many were blown away by the more cinematic approach and the deeper character development the second season offered.

Of the 3 million posts, more than 400,000 of them were indexed by emotions, and we found that fans were equally loving and stressed by the storyline in the new season and the off-set gossip about the actors.


The posts that contained commentary spiking the emotion love, demonstrated just how much fans are emotionally involved with the storyline.

Fans shared how much they enjoyed the new relationships in the season, like the bond between Eleven, played by Millie Bobby Brown and Jim Hopper, played by David Harbour. They also talked about the roller coaster of emotions Winona Ryder’s character, Joyce Byers endures to save her son again.

However, it was clear that for as much as they loved the show, viewers were almost just as stressed. Even launching Winona Ryder beyond just meme phase and into a colloquial expression about stress:


Analyzing the posts, their conversations between stress and love vacillated more than the camera angles from reality to the upside down. Beyond concern for the characters within the storyline, fans latched onto the salacious story about Charlie Heaton, who plays Winona Ryder’s son in the show, being caught with cocaine, which inevitably caused a spike in conversation quantity and topic.

That’s crazy, but who are these fans?

Analyzing the posts, many of the conversations were written by women (61 percent) and were about skipping class to watch, or being too tired in class the next day because of a night full of bingeing.


So, we can infer that female students were the most interested in the show. More specifically, using audience.ai, we were able to nail down just which group of females were warming up some Eggos and plopping themselves in front of a streaming device.


We discovered that it was the Gen Z group who were the most engaged. In fact, they demonstrated an interest 2.44 times greater than the general consumer. The closest group following them were millennials, who demonstrated an affinity for the show, 1.36 times greater than the general consumer.


To discover more insights about the audiences engaging with the Stranger Things or on another topic, get in touch with Networked Insights, www.networkedinsights.com.

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Blog


Welcome to Weekly Conversations, where each week we will dig into a hot topic dominating social conversations and explore what matters to major audiences and influencers, using our audience intelligence engine Kairos and our audience marketing platform audience.ai to instantly gather insights from billions of real-time data points.

Read on to find out what we’re talking about this week (hint: C is confusion, concern and a luxury brand now by another name).

Loyalists Up in Arms

Sadness, anger, pride, confusion, and love—one brand and so many emotions.



Coach, a luxury fashion brand, announced its corporate name change to Tapestry on Wednesday. It’s a move that caused a flurry of social media commentary, each post offering a little more clarity or opinion than the last.

Using Kairos, we discovered which emotions were most present in the conversations around the brand name change, and why.

Turns out, Coach brand loyalists aren’t pleased. Sadness and anger held the highest share of the voice, our research found even though the iconic “C” is here to stay.

Sadness, which includes being upset, disliking and disappointment in its category determined by Networked Insights, carried the most weight in the conversation about Coach. The 76-year old iconic brand added Kate Spade to its respected collection of designers, which also includes Stuart Weitzman.



Last year, Coach purchased Stuart Weitzman, and recently acquired Kate Spade, too. The brand has said they changed the corporate name of their company to represent their new direction.

As Victor Luis, chief executive told the New York Times:

“We searched for a name to reflect these values while also expressing the cultural diversity of our people and our brands for today and tomorrow,” Luis said. “In Tapestry, we found a name that speaks to creativity, craftsmanship, authenticity and inclusivity on a shared platform and values. As such, we believe that Tapestry can grow with our portfolio and with our current brands as they extend into new categories and markets.”

But that didn’t mean shoppers were going to accept it. Some stated they felt the name wasn’t strong enough to represent the brand they love.

“Tapestry is a terrible name. Sounds like something you’d find at Hallmark Gold Crown store right next to (shudder) Vera Bradley,” one Twitter user wrote, causing a flurry of shares and retweets.



Andrea Wasserman, a respected executive in the retail industry of Nordstrom fame, wanted a better reason for the name change since the Coach brand is so well loved.



Finally, others were concerned their collection of “C” adorned purses, shoes and clothing would suddenly lose value. Fair considering the stock name change and unaccepted announcement caused the brand’s listed shares dropped 3 percent, knocking $320 million off its market value.

Despite the virtual brand-focused vitriol, some came out to clarify that the beloved “C” logo isn’t going away.



Also, they pointed out that even though the corporate name will be Tapestry, it will not impact the designs of their now three brands – Coach, Kate Spade and Stuart Weitzman. That said, what this will all mean once it hits market at the end of the month, time can only tell.

To learn more about how you can also explore conversations about brands, get in touch with Networked Insights at: networkedinsights.com
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Networked Insights kicked off its quarterly Hackathon this week, with a special guest appearance from our friends at Google. Our VP of Product Engineering Stephen Tucker spills the beans on why we do it, and how the spirit of entrepreneurial innovation helps drive development of some of our flagship products.

Happy Hackathon!

In my time at NI, there have been many ways that we have approached building and dreaming up new products. Whether the product be market moving or market demanding, all of us at Networked Insights are entrepreneurs and have equity in the creation of products. In fact, it is stitched into our creed.

New hires at Networked Insights are handed values by which we operate on a daily basis: Collaboration, Ownership, Leadership and Entrepreneurship (COLE for short).  These are the ingredients that we demand of ourselves at NI, and one of the ways that we amplify these values that are centered around innovation is to have Hackathons.

How it Works


Hackathons to us are typically a two to four-day affair. Two days at the office with another two days on the weekend if you choose to continue building and imagining your new idea.

While Hackathons are nothing new to technology companies, we open the door for everyone in the company to participate. Meaning, if one of our colleagues have an idea, they must  present it to the organization before the Hackathon begins. This idea will serve as a forum to recruit colleagues to assist them in implementing their idea in addition to receiving feedback, while also getting colleagues thinking about how this “thing” fits into our eco-system.

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To celebrate Pride month, Networked Insights is hosting Chicago’s Queer Tech Club, Tuesday, June 20th.   I am really excited to invite the community into the Networked Insights offices. I mean what can be more fun than getting the LGBTQ community (and allies) together to talk geek?

This year more than most I have been reflecting on what the concept of Pride means to me.  In the beginning, Pride was an event.  A place I would go to be among a group of people where I could be my authentic self.

I still remember the thrill I had when I slapped an equality sticker on my rear bike fender after my first pride.  I was not out yet, but I felt empowered to let the world know.  Of course, no one noticed.  But I was beaming with a sense of self-acceptance and knowing I had a place to belong.

To me that is what pride means and what we here are Networked Insights try to achieve for our colleagues.  We create an environment where people can be their authentic selves.  We support and encourage our colleagues to be the best they can be.

I love watching when people join who may have come from more conservative situations, and they bring their partner to an event for the first time.

Sure, maybe the world has gotten more accepting,  but the journey to knowing who you are and sharing that with the world is still not easy.  And if we at Networked Insights can just help one person beam with pride like I did so many years ago, then I feel like we are doing something right.

Event Details
Queer Tech Club Meetup
Tuesday, June 20, 20176:00 P.M.
Networked Insights
350 N. Orleans St., Suite 850
Chicago, IL 60654
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Blog

Brands are making big bets on the NBA Finals, but will targeting the wrong audience bring some major advertisers down?

While everyone else is paying attention to whether or not the Warriors will avenge last year’s loss with a decisive sweep, Networked Insights is paying attention to something a little different – the relevance of advertisers during the NBA Finals and how consumers are reacting to advertising on game days.

Like Steph Curry and Kevin Durant, the movies “Baby Driver” and “War for the Planet of the Apes,” are performing like all-stars during the NBA Finals with well-targeted trailers playing throughout the Finals that are resonating with social audiences.



By comparing conversation volume about these topics on the days of games 1, 2, and 3 of the NBA Finals this year to volume on non-game days since 5/19/17 (using our analysis platform Kairos), we found that these movies have all seen over a 120% lift in conversation on game days versus non-game days.

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