Insights in the Age of Context by Farhan Lalji
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17-Oct-2014 -
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Transcript of Insights in the Age of Context by Farhan Lalji
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Think People!
Social Analytics for the Age of Context
Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji
PEERINDEXInsights in the Age of ContextFarhan [email protected]@peerindex.com
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500 years of marketing innovation
Magazines Telegraph Radio CRM
1450 1730 1836 1864 1876 1922 1941 1980s____ ____ ____ ____ ____ ____ ____ _____Moveable Newspaper Billboards Television
type
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The last 30 years of marketing Innovation
Geurilla Integrated Search mobile
1980 1984 1985 1990 2000 2001 2007 2009 2011____ ____ ____ ____ ____ ____ ____ ____ ____Relationships Desktop Display Web 2.0 Social
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If content is King, what does that make context?
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Context is the crown
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Tactics of competitions and #RTtoWin:these tactics work…right?
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For every brand, every day, there is an opportunity to create a creating moment
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In today’s hyper-connected world, not knowing who the influencers in and
around your audiences are is a dangerous position to be in
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Create creating moments through and for Influencers
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Gaz: particularly influential in Coral’s community
Holly: influence across betting communities
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So they hired Holly Hagan for their lottery photo shoot
ACTION
and they put odds on Gaz to be Cheryl Cole’s next BF and tweeted him
RESULTS! And created a Twitter event!
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600+
blogs, pics & vids
14Mpeople
reached
4200influencers engaged
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The reality is, we’re just not making use of the information we have available to
us.
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Think People!
Social Analytics for the Age of Context
Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji
PEERINDEXAbout usFarhan [email protected]@peerindex.com
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Powering the insight: PeerIndex’ big data platform
• Capacity: 4bn+ messages/day
• Streaming and batch
Data ingestion
Analytics Output
• Proprietary predictive analytics
• World-class data science team
160m users
1.2bn edges
275Gb / day
Some facts
• Likely advocates• Likely promoters• High referral value• Community
Influencers• Outside Influencers
• Who influences this person?
• Who does this person influence?
• In what context?
• Age• Gender• Location• Custom
• Psychographics• Lines-of-business• Customer look-a-
likes• Personalisation
Influence in segments
Influence Graph DemographicsCustom
Data/Insights
The Influence Graph & Predictive
Indicators
PiQ & API
• Common characteristics
• Behavioural trends• Trending content• Themes of
conversation
Community Trends
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Think People!
Social Analytics for the Age of Context
Farhan Lalji@farhanlaljihttp://www.linkedin.com/in/farhanlalji
PEERINDEXThank youFarhan [email protected]@peerindex.com