Let’s start simple. Who are you, and what do you do with social data that others might not expect?
I am a Senior Manager of Global Social Insights at Mattel focusing on providing strategic insights for brand perception, cultural trends, consumer interests, and crisis dynamics. My key stakeholders span the company, including Brand Franchise and Marketing, PR and Corporate Communications, Consumer Products, and the Mattel Studios division. I’ve been described as a “detective hunting digital breadcrumbs”; probably not the typical answer. It’s rewarding to find the tiny missing pieces of a puzzle that provide clarity and direction to teams.
What’s something in our industry we pretend to understand, but don’t? AI - that is, the complexity of integrating it into Social Listening tools. How do we create efficiencies, improve accuracy, and train it to meet a brand or company’s unique and varied needs?
One major growth opportunity for AI in Social Listening tools is advanced visual recognition. For years, logos have been detected without using key words. That’s table stakes. Let’s jump ten steps past that - show mentions containing no key words of, say, specific cartoon characters and their different outfits. Visuals drive culture as much as text, and Social Intelligence needs to evolve to interpret them with the same rigor.
What’s a moment this year where social data helped your team do something bolder, faster, or better?
For the very first time, Social Listening was asked to take part in a design brainstorm session. I presented insights on the adult consumer to inspire toy and packaging designers in real time. Not after a product launch, but before a toy line had been fully created, and I’m extremely proud of that.
What’s one belief about your audience that social data completely upended for your teams?
Our perspective on fandoms has shifted over the past year or two. Rather than thinking of a fandom as a monolith, we now view it as an environment, and within that environment are sub-fandoms that have their own characteristics, behaviors, and patterns. Social Intelligence can identify sub-fandoms, helping brands have a clearer picture of the nuances among that environment.
If you could build your dream social intelligence team from scratch, with no legacy and no limits, what roles would you include?
My dream team is filled with people who have flexible mindsets: people who experiment with methodologies and technology without fear of failure and who see challenges as opportunities. With the right mindset, roles can evolve to meet the company’s business needs.
When do you feel like you’re doing your best work?
My work is hitting the mark when I hear “aha!”, “I knew it!”, and “no way!” These strong reactions are elicited through persuasive storytelling, visuals, and facts that are difficult to ignore.
What’s your browser history giving away about you this week?
Reddit: Reading back-and-forth conversation is like watching an unmoderated focus group. People are passionate and want to connect with others that share their interests. Reddit communities provide them with practical and emotional fulfillment.
NY Times Games: Sudoku and Connections make my brain work hard, in a good way.
LA Public Library: Keeping track of due dates, book holds, and what’s on shelf is a must.
Get Social with SILab
