Social Tools Super Session By Benjamin Spiegel
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SOCIAL TOOLS SUPER SESSION
Benjamin Spiegel CEO, MMI Agency
@NXFXCOM
#SocialPro #24A @nxfxcom
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@nxfxcom #SocialPro #24A
Tools Toys are cool.
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“Social network ad spending hit $35.98 billion
worldwide in 2017.”
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A
SOCIAL NETWORK AD SPENDING (BILLIIONS) 2015 2016 2017
North America $10.10 $12.67 $15.15
Asia-Pacific $7.40 $9.66 $11.91
Western Europe $4.74 $5.82 $6.85
Latin America $0.68 $0.85 $1.00
Central & Eastern Europe $0.61 $0.70 $0.79
Middle East & Africa $0.16 $0.22 $0.28
Worldwide $23.68 $29.91 $35.98
SOCIAL NETWORK AD SPENDING GROWTH (% CHANGE) 2015 2016 2017
Middle East & Africa 52.4% 33.9% 27.4%
Asia-Pacific 42.7% 30.6% 23.3%
North America 31.0% 25.5% 19.6%
Western Europe 28.9% 22.8% 17.7%
Latin America 24.2% 25.0% 17.9%
Central & Eastern Europe 18.0% 14.4% 13.0%
Worldwide 33.5% 26.3% 20.3%
Social Network Ad Spending Worldwide, by Region, 2015-2017
Note: includes paid advertising appearing within social networks, social network games and social network apps; excludes spending by marketers that goes toward developing or maintaining a social network presence; numbers may not add up to total due to rounding Source: eMarketer, April 2015
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Crowded playing field
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A © LUMA Partners LLC 2015
Gamification
SOCIAL LUMAscape
Social Data
Community Platforms
Social/Mobile Apps & Games
Social Networks - Other
Social Search & Browsing
Social Commerce Platforms
Analytics
Social Promotion Platforms
Social Publishing Platforms
Social Marketing Management Twitter Apps
Facebook Gaming
Facebook Apps
Content Curation
URL Shorteners Stream Platforms
Traditional Publishers
Social Business Software
Content Sharing (Reviews/Q&A/Docs)
Image/Video Sharing Blogging Platforms
External (Customer) Facing
Internal (Employee) Facing
Social Ad Networks
Social Intelligence Social Scoring
Social TV
Social Referral
MARKETER
CONSUMER Social Shopping
Social Advertising Platforms
Social Login/Sharing
Social Content & Forums
Denotes acquired company Denotes shuttered company
Advocate Platforms
Social Branded Video
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@nxfxcom #SocialPro #24A
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Disclaimer:
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A
I hate tools!
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@nxfxcom #SocialPro #24A
• cross platform integration• granularity• Al• cost
• data ownership• facebook = facebook• reporting• realtime insights bs
why?
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@nxfxcom #SocialPro #24A
Social tools cost up to $20k/brand/month
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My only tool: Knime
@nxfxcom #SocialPro #24A
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$0
@nxfxcom #SocialPro #24A
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@nxfxcom
Innovative platform
#SocialPro #24A
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@nxfxcom
What it does
#SocialPro #24A
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@nxfxcom
Twitter in 20 seconds
#SocialPro #24A
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@nxfxcom #SocialPro #24A
Real-world examples
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Real-time events - Shell Houston Open
@nxfxcom
• Real-time content
• Simultaneous activities
• Multiple real-time platforms
• PR, social, analytics, radio, TV
and physical activation
#SocialPro #24A
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Experiential social - ”Until 20”
@nxfxcom
• Flexible demands (line length)
• Multiple competitors - film festival
• Location-based media support
• POS integration/bidding
#SocialPro #24A
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Digital launch - Boogie Wipes
@nxfxcom
• Multiplatform launch
• Dynamic paid support
• Minute-by-minute cross-platform tracking
• Real-time content creation
• CRM Integration
#SocialPro #24A
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@nxfxcom #SocialPro #24A
Solution: build your own
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Six reasons to build your own mega awesome incredible social mastery AI Big Data real-time tool
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A
1. Get the details you want.
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@nxfxcom #SocialPro #24A
2. Output any way you want.
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@nxfxcom #SocialPro #24A
3. As often as you want.
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@nxfxcom #SocialPro #24A
4. Harvest the data.
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@nxfxcom #SocialPro #24A
5. Build profiles.
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@nxfxcom #SocialPro #24A
6. Get competitive advantage.
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@nxfxcom #SocialPro #24A
7. Invest smarter
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Tool building 101 - it’s easy
@nxfxcom #SocialPro #24A
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1. Pick an API.
@nxfxcom #SocialPro #24A
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2. Load data from API.
@nxfxcom #SocialPro #24A
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3. Transform data.
@nxfxcom #SocialPro #24A
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4. Do stuff with data.
@nxfxcom #SocialPro #24A
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Poor man’s version
@nxfxcom #SocialPro #24A
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@nxfxcom
1. Pick an API.
https://developers.facebook.com/tools/explorer/!
#SocialPro #24A
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@nxfxcom
2. Load data from API.
https://graph.facebook.com/searchmarketingexpo/feed!
#SocialPro #24A
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@nxfxcom
3. Transform data.
http://konklone.io/json/!
#SocialPro #24A
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@nxfxcom
4. Do stuff with data.
http://www.wordle.net/create!
#SocialPro #24A
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What you need to build your own
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A
1. Goals - define the outcome
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@nxfxcom #SocialPro #24A
2. Geek(ish) - JSON, API, CSV, JS and HTML
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@nxfxcom #SocialPro #24A
3. ETL - extract transform load
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@nxfxcom #SocialPro #24A
4. Storage - where to keep it
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Putting it all together
@nxfxcom #SocialPro #24A
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Our setup
@nxfxcom
• Running small EC2
• Scheduled jobs
• Backup
• API calls
• Data extractions
• Transformations
• Q&A
• Text analytics
• Modeling
• Alerts
• Data storage
• Aggregation
• Data preparation
• Data serving
• Visualization
• Modeling
• Analysis
• Reporting
• Delivery
#SocialPro #24A
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@nxfxcom #SocialPro #24A
Our setup
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Cloud-solution cost
@nxfxcom
Knime platform Free
Spotfire/Tableau $0-$200/month
Amazon RDS $24/month
Amazon EC2 $24/month
API keys Free
TOTAL $50-$250/month
#SocialPro #24A
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Things you can do
@nxfxcom #SocialPro #24A
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@nxfxcom #SocialPro #24A
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What to do tomorrow
@nxfxcom
• Knime - https://www.knime.org
• Facebook API key - https://developers.facebook.com
• Twitter API key - https://dev.twitter.com
• (Free) Amazon instance - https://aws.amazon.com/free/
• Spotfire trial - http://spotfire.tibco.com/trial
• Tableau trial - http://www.tableau.com/products/trial
#SocialPro #24A
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@nxfxcom #SocialPro #24A
Thank you!JOIN US @SMX WEST
SAN JOSE, CA MARCH 1-3, 2016