Matt Britton explains how Suzy turned a million highly engaged social media followers into a consumer intelligence platform. When brand posts stopped working as algorithms changed, the audience became a resource for instant market research, replacing gut-driven decisions with real data.
Questions this video answers
October 2018
Over a million people.
As you know, people every day aren't talking about toothpaste and twizzlers and peanut butter on social media. They just don't do that. And I just thought it was disingenuine. And while at a certain point in the early iterations of social media it was impactful, the algorithms of many of the major platforms had changed and I just thought that that wasn't a business model that could really scale. However, I saw sort of a diamond in the rough in this user base of over a million people because they super engaged. And before a brand would allow them to take part in action, they would ask them a series of questions to qualify them and these consumers would answer instantly. And I started to look back at my agency days and think of all the times when brand marketers would just guess or basically look at what we call now the Hippo. The highest paid person's opinion of what they thought, what color the logo should be, or what idea was a good idea, or what celebrity they should partner with. And all of it was just subjective. And now we're in a world where everything should be data driven. So I took my experience in the agency world and took what I thought was a very powerful always on audience to extract intelligence from and I connected the dots and that's how Susie was born.
