Turning Social Data Into Strategic Advantage: What Marketers Need

To Know

March 2013 Rob Bailey, CEO

@RMB

What Everyone Is Talking About

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Social Media = Huge “Big Data” Problem

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Social Data

Your Brand

1.8Bn People on Social Networks 400M Tweets / day 3.2Bn “Likes” / day

Social Data Is Getting More Complicated

The average tweet can now contain up to 150 fields of metadata

Social Business 1.0 Limited By Technology

Companies starting by listening Social Media Command Centers = 1.0

But Eyeballing Tweets Doesn’t Scale

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Social Has Evolved

DataSift Is A Social Data Platform

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Presentation Layer Social Media Monitoring Companies

News Organizations Business Intelligence

Data Layer Exploding Data Quantity & Sources

Platform/Broker Layer

This is what we

do

More Than 5 Trillion Interactions/Week

Single platform ingests and normalizes social data from 50+ global sources in real time!

Each data item is analyzed and augmented with 40+ insights

Sophisticated queries filter down to most relevant content

Post-processing for immediate consumption

Guaranteed delivery via data destination you choose

We do all of this in about half a second

Next Generation Social Data for Enterprise

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From monitoring of #keywords to #audience-insights

Going Deep On Brand Insights

A Monster is Most Influential!

Coke 79% Diet Coke 15% Cherry Coke 4% Coke Zero 1% Vanilla Coke 1%

Combined reach of 3.6 million followers

Most Mentioned

8,000 Brand Advocates Ready To Go!

Brazil 118k followers

25%

USA 31%

UK 6%

3 countries represent 62% of Twitter followers

US, Brazil & UK Drive The Volume!

Less than 100 followers in 116 countries 3 followers in Antarctica

53% of Twitter Followers From 6 Cities!

London New York Sao Paulo

Madrid Manchester, UK Rio de Janeiro

Brazilian Followers Are Young!

66% of followers are under 16

83% Tweet daily. (Wow)

They Love Video Games!

Passionate niche of Vanilla Coke

fans!

Num

ber o

f Tw

eets  

Neutral Sentiment   Positive Sentiment  

Diet  

Lemon  

Cherry  Zero   Vanilla  

Vanilla Coke Fans Most Engaged!

Dell’s Challenge: Connect Social to Product

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Dell Social Net Advocacy Solution

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Understand sentiment on 37 product lines

Assign social net advocacy score

Up to the minute monitoring

“The integration of social data into Dell’s business processes—well beyond the scope of marketing. Making snap business decisions based on social data is, in part, what it means to be a social business.”

More than 70% of CEOs are seeking a better understanding of individual

customer needs and improved responsiveness.

- IBM CEO Survey 2012

“

”

Social = Understand Customers as Individuals

Every Tweet, Post, Blog provides an opportunity to know your customers better.

Build Company Specific Profiles

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Who is most important to us and why?

Burberry: Profile Audience Interest

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Amex: Understand Your Audience

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What campaigns have they engaged with?!

What companies are they positive to?!

What products are they positive about?!

What Business Topics are they interested in?!

What General Topics are they interested in?!

#AmexMcDs!||||||||||||||||||||! Apple! ||||||||||||||||||||! iPhone! ||||||||||||||||||||! Business!

||||||||||||||||||||! Video Games!

||||||||||||||||||||!

#AmexBestBuyOffer! ||||||||! Google! ||||||||||! Xbox 360! ||||! Tech! ||||||||||||||! Internet! ||||||||||||||||!

#AmexDellOffer! ||||||! Facebook! ||||||||||! Halo 4! ||||! Leadership! ||||||||||! Weather! ||||||||||||||!

#AmexCPKOffer! ||||||! Amazon.com! ||||||||! iPod! ||||! Airline News! ||||||||||! Business! ||||||||||||||!

#AmexSonyOffer! ||||! Microsoft! ||||||! Google Nexus 7! ||||! Asian News! ||||||||! Food! ||||||||||||||!

#AmexSync! ||||! Netflix! ||||||! iPad! ||||! New York City! ||||||||! Social Media! ||||||||||||||!

#AmexTM25! ||! Best Buy! ||||! Madden Football! ||! Mobile! ||||||||! Sports! ||||||||||||||!#amexmcds! ||! Samsung! ||||! Facebook! ||! Social Media! ||||||||! Beverages! ||||||||||||!

#AmexCoffeeBeanOffer!||! AT&T! ||||! Canon PowerShot! ||! Breaking News! ||||||||! Automotive! ||||||||||!#AmexContainerStoreOffer! ||! CNN! ||||! Borderlands 2! ||! US Politics! ||||||||! War! ||||||||||!

#AmexEMSOffer! ||! Amex! ||||!Canon 16MP Digital Camera! ||! Internet! ||||||! Politics! ||||||||||!

#AmexFedExShip! ||! Starbucks! ||||! iPad Mini! ||! Sports News! ||||||! Mobile Devices! ||||||||||!

#AmexWarby! ||! CBS! ||||! PS3! ||! Obama Barack! ||||||! Aviation! ||||||||!

#AmexSimonMalls! |! Verizon! ||||! BlackBerry! ||! Twitter! ||||||! Science! ||||||||!

#Amex800FlowersOffer!|! NBC! ||! iPhone 4S! ||! business news! ||||||! Economics! ||||||||!

#AmexBestBuy20! |! Fox News! ||!Go Pro HD Hero Sport Camera! ||! Apple! ||||||! Health! ||||||||!

#amexsync! |! Bloomberg! ||! YouTube! ||! Entrepreneurs! ||||||! Technology! ||||||!

§  Early Access Customer

§  Strong close

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What Do You Do Next?

A special invitation

§ Rob Bailey rob.bailey@datasift.com @RMB

Thank You