Stewart Townsend, Datasift 'Know your customer - Stop listening'
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Stewart Townsend, Datasift 'Know your customer - Stop listening'



Stewart Townsend, Head of Business Development, Datasift ...

Stewart Townsend, Head of Business Development, Datasift
Data, data everywhere… from our unique experience providing social data to hundreds of customers, we have learned the biggest problems you’ll encounter when you get all the data you wish for. Stewart will be sharing his thoughts on how to stop listening, breathe and focus on knowing your customer using the social data available to you. From hundreds of sources with numerous use case scenarios you will see how this is crucial to growing your business.



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Stewart Townsend, Datasift 'Know your customer - Stop listening' Stewart Townsend, Datasift 'Know your customer - Stop listening' Presentation Transcript

  • DATASIFT OVERVIEW Stewart Townsend @stewarttownsend Head Business DevelopmentKnow your customer – Stop Listening
  • Tale of Two Airlines Virgin America got $30,000/yr in new business from our CEO with a $100 voucher and three tweets.Virgin America Revenue up 40%+ last quarter. 1 1
  • More Than $1B In B2B Social Deals 2
  • Social Data is Getting RicherA Tweet is not just 140 characters of text anymore…. Source: Twitter display guidelines 3
  • Get ROI From Tidal Wave900 M users 460M tweets daily 100M users150M users 100M users 110M usersFollow Us@datasift @nik 4 4 @rmb
  • What most organisations do. 1. Social Media Marketing 1. Labor Intensive Monitoring 2. Analyze & Response 3. Enterprise Integration 4. Enterprise TransformationFollow Us@datasift @nik 5 5 @rmb
  • Social Data Is Tough 1. Messy 1. Massive 2. Metadata 3. Privacy 4. Integration 6 6
  • Social Data Transforming Enterprise1. Learn more about your customers2. Build better relationships with them3. Just say ‘NO’ to Silo data4. Measure the effectiveness of Marketing5. Track your customers 7
  • Use Case How can we usesocial data to learn more about our customers? 8
  • What are fashion lovers in London talking about?
  • Know your social audience:
  • Social Interests built from content individualsare publically sharing and sentiment.Natural Language processing builds this into aset of high-level topics
  • Who your customers are, andwhat they likeSegment customers by addingsocial interests into existingsegmentation information ( plan, PAYG).Use to designcampaigns, personalize offers andwebsite.
  • Dell use case First We Collected Market DataSocial media content about consumer electronics devices for 4 days from 25k users: - Laptops - Netbooks - Desktop PCs - Tablet PCs - Monitors - Servers 13
  • HP/Compaq=Very Active, Dell=Positive 14
  • Acer Really Active In Netbooks 15
  • Dell Gets Buzz In Desktops 16
  • Dell In Social MediaWe recorded all comments about and all posts with links to web content about Dell:• 117965 interactions,• generated by 37066 unique authors,• between 8th and 12th of June 2012 17
  • The @dell Account = Few Followers 18
  • So We Used @delloutlet 19
  • Tracking Sentiment Over Time 20
  • Demographics Of Dell Tweeters 21
  • Who Follows @DellOutlet? 22
  • Who Follows @DellOutlet? 23
  • Popular Services They Use 24
  • What Do They Do? 25
  • Where Do They Shop? 26
  • Where Do They Eat? 27
  • Where Do They Live? 28
  • Californians Love Dell! 29
  • Other Tech Brands They Tweet About 30
  • But companies struggle with… What’s the question ? Social data – its all just spam Value in data – consulting Joining data – opens value Know your customer = Increased Revenue
  • QuestionsEmail @stewarttownsend Shirt not included 32