The Social Media Honey Trap
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ad:tech London 2012 The Social Media Honey Trap Peter Wood, UK Social Media Director, STEAK
Transcript of The Social Media Honey Trap
embracingthe social layer
social media has matured"You have to be totally connected with everyone who touches your brand.”
– Angela Ahrendts, Burberry CEO
socialisation of the web
qualitative data quantitative datasocial listening& insightsattitudinal behavioural
uses for big data
branddevelopment
assessmentresearch & development
the challengehow can I make this workfor my business ?
midsize business
control
sentiment mentioncategory
media type
product share of voice
products
men
tions
Blazer T-shirts Shirts Shoes0
200
400
600
800
1000
1200
JoulesBoden
driving revenue with insight
PPC
social
high awareness
low awareness
social awareness
influencing SEO
INPUTS TRAFFIC
Strategic Direction
INTERACTIONS
Your Market
Bloggers, News sites, Social channels
Listening + monitoring tools
Social / Search trend analysis
Search Engines
Direct Traffic
Branded Content
Your Properties
Website, Social Channels
trainer example
nike vintage trainers8 social mentions
nike + classics + retro35582 social mentions
what we found
what did we learn
we found who toengage with
types of content people engage with
tone of voice
types of language used identified an entirecommunity
29 million social mentions
presidential social data
the complexities of data
statistical modellinganalysts
quantitivemedia analyst
battleground stateselection analysts
analyticsengineers
uses
facebookdata mining
socially influencedmicro variants for display
budget influenceon ground
if you want social to offer you a return,stop looking at it as a channel…
it’s a layer…
