FTI Spotlight Series: Arlo Siegel

How do you feel the communications landscape has changed over the last two years (as a result of COVID or other factors) such that data-driven insights and/or creative digital solutions have become more integral to a company’s planning or strategy?

I think that March-April 2020 was obviously a real turning point in time for many reasons, but one thing I remember from that period was how much more important social media and a company’s digital presence felt since everyone was stuck at home (and like me, probably online much more frequently as a result). When the BLM movement took off in June 2020, I think what changed for companies was an even greater emphasis on the need to be authentic and genuine with their digital content and voice.

Today, in light of those major global events, the comms landscape has become a little more difficult to navigate, which is where the importance of data-driven insights comes in. Every company’s worst nightmare is going viral for the wrong reasons, or having negative sentiment on their social pages, because that damages reputation and, as we have seen, a company’s digital reputation and presence is so important to the average consumers perception.

What unique solutions can FTI bring to help clients navigate this changing landscape?

I think what’s unique about FTI is that we move past and go much further than what I like to term the “data dump.” Providing clients with engagement, or impressions or whatever the metric, is one thing, but actually providing them context into what the data means, how they compare to pre-covid data points and to their peers. Once they have that information, we can advise on a prescriptive and actionable plan for how that data should shape their strategy and planning moving forward. That is what sets FTI apart.

Can you describe ways in which primary research and data science have informed creative and digital campaigns for clients?

I do a lot of digital intelligence and social media listening. Researching across the digital space to figure out what people want to hear, what they want out of an industry/company/product, what they think about certain subjects, who the important voices are on a given topic, which outlets have influence on certain things is critical to our clients.

Sometimes it’s just as important to identify things that consumers don’t like and subsequently advising clients to stay away from certain language or areas or announcements. Identifying red flags and advising clients on how to avoid them is especially helpful.

What piece of advice can you give companies or brands who are beginning to consider using primary research and data science and/or creative and digital to reach their stakeholders?

Make sure you understand what you’re asking for and that you have a plan for how to use it. Don’t spend for the sake of spending or just because everyone else is.

Also, understanding where your organization is on the digital spectrum is helpful. Some companies are further along than others and will need different things at different stages.

What advice would you give young career professionals just starting out in the business?

Speaking as a young professional myself! It’s cliché, but, just be a sponge – there’s so many emerging skills and tools. I learn new ones every day.  You need to try and get your feet wet in as many ways as possible in order to be both a well-rounded professional, and also to find out what your niche, or your true expertise is.

What have you learned most from your time at FTI?

How to put together a complete picture of a digital landscape. For certain projects we have looked at social conversations, but then we’ve had to push ourselves to dig beneath the surface. I’ve learned to look for what the key players in that social conversation are doing on SEO and on paid digital advertising. I have learned to look to see what my colleagues in research have to offer, and to parse whether their findings match up with my analysis.

Working at FTI has made me more well-rounded and given me an understanding of how to go the extra mile to give clients a complete analysis of whatever their ask is.

What’s the last book you’ve seen or show you’ve streamed?

I know I’m a million years late on this, but I just finished Season 3 of Succession on HBO. The most fascinating part for me is how they could be so rich, yet so unhappy at the same time. It’s such a good lesson in the grass is not always greener.