Mindshare Makes Words Count — With Maps And Moments Up Next
Businesses can “own” terms like “grilled” or “fried” as part of the WPP agency’s larger looping of earned and paid media marketing.
WPP Group media planning shop Mindshare North America is expanding its year-old platform, dubbed “The Loop,” with several ideas that round out its philosophy around the need to adapt to consumers’ ever-evolving, real-time moods and activities.
The latest addition to The Loop is a feature dubbed Counting Words that is designed to help clients modify their marketplace positions across social media using keywords and other descriptive elements intended to stay ahead of both the competition and up-to-the-second shifts in consumer attitudes, say Colin Kinsella, CEO, Mindshare NA, and Harrison Shore, director of Mindshare Labs.
Even as Counting Words is being rolled out, Mindshare’s next Loop tools include a product called The Map, which the agency bills as a geo-data analysis system that “combines a broad range of geographical data to generate insights into local-level consumer behaviors, contextual factors, media trends, campaign performance, and distribution patterns. The tool will enhance geo-targeted programmatic media buying, local media and marketing decisions, and consumer-led communications strategies.”
The release of The Map will come with another offering called Moments, which will further refine the best time to target a particular consumer.
GeoMarketing: What is The Loop and how does Mindshare use it to serve its clients?
Colin Kinsella: The Loop is Mindshare’s adaptive marketing operating system. Working with numerous data sources, tools, and industry partners, we leverage real-time data and insights to create content and drive media investment decisions for our clients.
Too often, real-time war rooms neglect the paid component of the paid, earned, and owned model. We launched The Loop in 2014 to be something different – to help clients consistently make smarter, faster decisions across their media plans. We work across client agency networks and harness the best of all partners to create one focused team, working adaptively to keep brands ahead of their competition. As our adaptive marketing operating system, we use The Loop to help our clients penetrate the cultural zeitgeist for their consumers.
Today, all of our major clients have been brought into that way of working. We have Loop rooms in all Mindshare offices across North America — in fact, The Loop is in 26 offices worldwide.
What is “Counting Words” and how does it fit into The Loop?
Harrison Shore: Counting Words is a social insights tool that analyzes and maps consumer conversations on a brand-by-brand basis. The results are then shown on a visual dashboard, where you can see the relationships between brands and key target words – whether or not certain brands have more ‘ownership’ in various areas of consumer conversations versus others. The tool serves as a dynamic, highly visual representation of these consumer conversations, which is perfect for The Loop. We use existing social feeds, but are looking at them in a new way to drive smart and impactful competitor and category insights.
What sort of clients is Counting Words geared for? How might it appeal to brick-and-mortar retailers/businesses and physical brands?
HS: Counting Words is geared towards any client focused on their online presence or positioning — it spans numerous industry verticals and categories.
For brick-and-mortar retailers/businesses, the tool can be used identify which products or attitudes one retailer “owns” more than its competitors and vice-versa. For example, we could identify which pharmacy is most closely associated with “health” or which big-box retailer is most closely associated with “back-to-school.” We can see where different fast food restaurants fall when looking at “burgers” vs. “chicken” or “fried” vs. “grilled.”
How will The Map and Moments fit into The Loop?
HS: Similar to Counting Words, both tools will use data visualizations to convey insights quickly, and in an impactful way, for brand teams. Both tools will combine contextual data (such as social mentions, census data, weather, store locations, etc.) with paid (media spend, product sales, etc.), owned (website traffic), and earned data for a holistic view that third party vendors aren’t positioned to provide.