Secrets of Audience Intelligence (episode 3)- ‘Virtual Influencers & Their Application Within B2B’.
IN this episode we were joined by Dudley Nevill-Spencer Head of Strategy at Live and Breathe, Founder of the Virtual Influencer Agency.
We discussed:- Virtual influencers and their application in B2B.
And we covered these interesting topics
- consumer segmentation and the role of social data
- consumer behaviours pre and post COVID
- role of audience intelligence in campaign planning and execution
- agencies vs consultancies ‘battle’
We also discussed the use of virtual influencers moving ahead in business and in particular using natural language processing (NLP) and it’s useage in AR / VR and combining them with traditional skills of brand architecture, research, planning and comms.
We also discuss chatbots and the next 10 years in the world of virtual influencers.
We have been working with Audiense to bring you ‘The Secrets of Audience Intelligence.’ This is the second podcast in the series of in depth interviews that will enable you to learn more about the ins and outs of audience intelligence, deeper customer segmentation, we explore influencer marketing, social media audience segmentation and how and where to find insights to bring you closer to your audience. If you want to listen to the two other episodes, they can be found here:-
In more detail here is a short list of the topics we discussed: –
What is a virtual influencer?
1) Computer generated image character
2) Traditional customer service representative
3) Creator owned, back story and owned so the owner makes money
4) Brand owned characters, owned for the purpose of having an emotional relationship with the consumer.
Dudley is a veteran in influencer marketing and virtual influencers (VI) will be a huge growth area.
Audience intelligence is the key growth area of data science and Dudley also uses a bigger suite of tools called data kinetics,
they use this to be able to delve into the b2c brands.
Figuring out the consumer is key and their connectivity, their likes and dislikes are focused on with VIs.
Targeting specific people with research and then creating a character to appeal to these specific groups.
Having a deep emotional relationship with the consumer is how VIs work, you can inject into the narrative or the lifecycle
your story from your brand.
Using virtual influencers for B2B brands is a great opportunity. To get the attention of potential clients is a great idea.
For the consumer data side, the audience intelligence side of this used to work by surveys. But as machine learning and neural
networking great they have enabled less bias when analysing audience.
The biggest challenge is finding the right people to analyse the correct people. Finding 10 or 20K individuals to then enrich and
delve into is very rich and enables them to go much deeper into their research when anaylysing audiences.
Creating segmentation and understanding the psychology and emotional resonance of social media audiences gives us more info
around the behavioural changes around the covid 19 behaviour changes within the UK.
Sentiment analysis doesn’t give the detail that is necessary.
People began to look to their local shops for purchasing, consumers are now focusing on political tribes and not the local
tribes which was the key behaviour spike. But this disapeared in terms of the localised support which is unfortunate.
As things become easier to buy, consumers switch to them instead of buying the more complicated and harder products and
services to buy.
Where does the role of audience intelligence come in campaign plannign and execution.
1) Right at the beginning, starts with personas, guiding the research, then the content resonance and where the tribal map
of where the personas fit and link.
2) Helps to figure out creative, analysing physchology is crucial here, if the people are neurotic then the fear of missing out is targeted. If they are consciencious then
3) Campaign tracking along the way is performed and then analysed it provides insights and the campaign can be adjusted.
4) Buying mindset is also another important topic we discussed, do our friends like the product we are thinking of buying for example?
Showing an image of people liking and using the product.
5) Agencies VS consultancies, we at live and breathe have become more like Cap Gemini, starting at the beginning understanding the consumer.
We have moved more into the consultancy area and dig deeper, being more agile, with machine learning the playing field has been levelled so both are
Agencies are getting more involved with the outcomes that are required by management so ending up in the consultancy area.
6) Chatbots have been around for a while now and creating a personality for the VI it will become really interesting and whether they
are closed or open personalities is going to shape their communication style.
7) We talked around the psychology of conversation and people want to talk to people like them. This creates a bond and emotional connection.
8) We also talked around the cure of PTSD and the robot conversationalists that will be in our future within the healthcare space. Dudley shared the reason
he got into this area in the first place, people were scared as they thought they would be judged by humans.
9) All brands will have virtual influencers within the next 10 years and the need to reduce costs is driving this innovation.
You can also find him on LinkedIn here: –https://uk.linkedin.com/in/dudley-nevill-spencer-7793aba