Flamingo wins ESOMAR Best Paper award

Sara Pizzaro (Twitter) and Cecily Long (Flamingo) presenting the paper in Berlin

Sara Pizzaro (Twitter) and Cecily Long (Flamingo) presenting the paper in Berlin

Flamingo has won the ESOMAR Best Paper Award 2017 for a piece of work done in partnership with Twitter on understanding how the social media platform has impacted our culture and the way we use language. The award is presented to the overall best paper from all ESOMAR events throughout the year.

The paper, ‘Look Who’s Talking' — which won the ESOMAR qualitative excellence – Peter Cooper award for best paper at ESOMAR's qualitative conference in Berlin last year — explored what makes Twitter content successful and what drives the unique appeal of the platform.

Flamingo used a semiotic research approach to uncover insights from big data sets, leading to tangible recommendations around how to help people use the platform more effectively.

"The consumer marketing team at Twitter has made the findings of this research central to the first consumer marketing campaigns the company is running in the UK,” said Cecily Long, Associate Director in the Semiotics team and one of the authors of the paper. "It is informing not only content to go in Twitter ads, but also helping people within the business understand key target segments and how Twitter can make their platform more appealing to them.

"The understanding of culture on Twitter — and Twitter as culture — has changed how Twitter thinks about and speaks to new and lapsed users through their campaigns."

The findings from this research have also been used across the business: revenue teams are using it to help creative agencies and brands put together better content plans and create more engaging tweets; media partnership teams who work with talent on Twitter across entertainment, sports, politics, culture etc. are using it in a similar way. It’s become critical information when those teams are educating partners on how to communicate better on Twitter, from interpretation to copywriting.

To find out more about this work, please get in touch.

Ben Wener