Turning Social Data Into Strategic Advantage: What Marketers Need to Know
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Turning Social Data Into Strategic Advantage: What Marketers Need To Know March 2013 Rob Bailey, CEO @RMB
description
Every day your customers, prospects and competitors are leaving a deep, detailed trail of online information for you to find, interpret and leverage. This information goes beyond basic follower counts, brand mentions, and mere conversations. It's data that can get you immediate and measurable campaign traction leading to higher conversion rates and ultimately, more revenue.
Transcript of Turning Social Data Into Strategic Advantage: What Marketers Need to Know
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
“
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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
