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The Jet Stream Methodology
Lovely picture over Summerstown taken by my neighbour Keith
The Jet Stream Methodology• The Jet Stream Methodology co-joins the historically siloed disciplines of search, social and content to form the most digitally efficient
engagement programmes – for any organisation!• The methodology builds up (and down) layers of search, social and content data Search • The search universe is calculated from the most relevant key phrases in Google, Yahoo and Bing according to competitive analysis, language,
seasonality, trending, geography intelligence and device – then validated with PPC to ensure absolute accuracy• Search defines the language Social • The social universe is made up of the positive mentions and deep and meaningful conversations in social space measured with Brandwatch• Social defines the space
Content • The content universe is an index of the number of owned vs. user generated content assets that exist in social space and how it moves • Content defines the engagement Building up and down the layers • Once we have built up a picture for the base level (and benchmarked) the process is repeated for the niche, industry and aspirational life style
space • To identify the Jet Stream opportunity • Then flip it to look at the super niche (and local area networks) which is where the real fun begins Actionable insight?• The Jet Stream Methodology maps the data and identifies vacuum gaps thereby creating actionable insight to inform creation of the most
digitally efficient engagement programmes.
Key findings • Search is directly related to sales• Social is directly related to customer satisfaction• Content is directly related to campaign / programme communications (ultimately media spend)• Hindsight is great but predictive (and backing your work) is where the money is
Pro
duct
Product
Social
ProductSearch
ProductContent
X1VP
Pro
duct
Nic
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SearchNicheSocial
NicheContent
Product
Social
ProductSearch
ProductContent
VP
X10
X1VP
Pro
duct
Nic
he
Indust
ry
Industry Search
NicheSearch
IndustrySocial
IndustryContent
NicheSocial
NicheContent
Product
Social
ProductSearch
ProductContent
VacuumPotential
VP
X100
X10
X1VP
AspirationalSearch
AspirationalSocial
Aspirational Content
Pro
duct
Nic
he
Indust
ry
VacuumPotential
Act
ion
ab
le Insi
gh
t
Industry Search
NicheSearch
IndustrySocial
IndustryContent
NicheSocial
NicheContent
Product
Social
ProductSearch
ProductContent
VacuumPotential
VP
Asp
irati
onal Je
t Str
eam
X1000
X100
X10
X1VP
AspirationalSearch
AspirationalSocial
Aspirational Content
Pro
duct
Nic
he
Indust
ry
VacuumPotential
Act
ion
ab
le Insi
gh
t
Industry Search
NicheSearch
IndustrySocial
IndustryContent
NicheSocial
NicheContent
Product
Social
LAN Search
ProductSearch
ProductContent
VacuumPotential
VP
Asp
irati
onal Je
t Str
eam
LAN Content
LAN Content
X1000
X100
X10
X1
X.1
VP
VP