LIFT 2016: Bringing Social Data to the Business - Geeks in a Jock’s World by Vladimir Matovic
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Transcript of LIFT 2016: Bringing Social Data to the Business - Geeks in a Jock’s World by Vladimir Matovic
#LIFTSocial
CASE STUDY: Bringing Social Data to the Business: Geeks in a Jock’s World
Vladimir Matović | adidas Group
Speaker:
@Vlacke | #LIFTSocial
Agenda
/ Age of Innocence
/ In Search of a Bright Spot
/ Using the Momentum
/ Punchline
@Vlacke | #LIFTSocial
The Analytics Conundrum
Rarely Used
Rarely Understood
Rarely Asked For
Rarely Applied
Analyst’sPlight
Analytics House
Reporting & Data Puking
Self-service
Analyses
Business Consultancy
Tim
e E
ffor
t &
Bus
ines
s Im
pact
Web Dashboards
Excel and/or E-mail
PowerPoint or PDF
Face-to-Face
Means of Communication
Effe
ctiv
enes
s
@Vlacke | #LIFTSocial
Setting the Goal(s)
For the brand
“Be the World’s most talked about brand.”
For our team
“Plant the seed of analytics and make the Football team our ‘champion’. Make Football team the bright spot.”
@Vlacke | #LIFTSocial
The Bright Spot
Bright Spot is a successful case, a successful example in an area.
Finding a bright spot means identifying success and reasons behind it, and a good way to perpetuate that success.
It’s flipping the switch from analyzing a problem to analyzing a solution.
@Vlacke | #LIFTSocial
The Fortune Favors the Brave
For our team
Social Media Analyst
Football Marketing
Comms
For the Brand
CEO
@Vlacke | #LIFTSocial
Tactic 1: Create a Brand
“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU.”
-Tom Peters
@Vlacke | #LIFTSocial
Tactic 1: Create a Brand
/ Promise…/ …thatyouknowwhatyouaretalkingabout/ …thatyoustandforQuality/ …thatyouaretheretohelpmakesomeone'slifeeasier
…and by doing this you build TRUST!
/ Communicate…/ …oneLook/ …oneLanguage/ …oneLogo
@Vlacke | #LIFTSocial
Tactic 2: Create effective Communication
/ Time the Comms (Brand Conference time)
/ Tie positive association (Gummy Bears)
/ Cast the net wide (Interns to the rescue!)
Result: Reached over 700 people (inc. the CEO), increased brand recognition and received number of positive feedback on the unique approach.
@Vlacke | #LIFTSocial
Tactic 2: Disrupt the way you communicate
/ Research-like studies
/ Hype building
Result: Over 100 sign-ups (2 of which were VP level).
/ Internal, CRM-like initiative
@Vlacke | #LIFTSocial
Tactic 3: Act like an Internal Agency
Result: Closer connection, trust and access to context leads tomore impactful analyses!
Client
Client Partner(Analyst)
Practice LeadSocial Media
Analytics
Practice Lead Web Analytics
Practice LeadCRM Analytics
Analytics team
Client’s teamClient Partner
(Analyst)physical location
@Vlacke | #LIFTSocial
Tactic 4: Apply basic psychologyNotice the common words:
• Questions – sparks interest• You/your – makes it personal• Why/how to – solves a
problem/expectation• This/that – specifies/narrows down• Numbers• Superlatives
@Vlacke | #LIFTSocial
Tactic 4: Apply basic psychology
050
100150200250300350
Avg. Clicks on Social Media Weekly
Reports
Avg. Clicks on Mobile Monthly
Reports
BeforeAfter
/ EatYourOwnDogFood
/ BewareoftheClickBait2.3x increase
3.2x increase
@Vlacke | #LIFTSocial
Tactic 5: Go (more) Pro
/ Continue strengthening the Brand of YOU
/ Create excitement
Result: Grew our subscriber base from 300 to over 450 people.
@Vlacke | #LIFTSocial
The Analytics Conundrum
I got 99 problems but this ain’t one
I need more time
I need more people
Analyst‘s Plight
Analytics House
Reporting & Data Puking
Self-service
Analyses
Business Consultancy
Tim
e E
ffor
t &
Bus
ines
s Im
pact
@Vlacke | #LIFTSocial
The Punchline
/ Brand yourself or your team. You ARE more than just a “numbers” girl or guy.
/ Find your Bright Spot, your Champion.
/ Be ONE with your counterpart.
/ Communicate your value, not your analytics.