Monetizing the social web, March 2013

Commercial value from
the social web
New thinking, new methods...results today!
© DIGIVIZER PTY LTD 2013

In March 2013 DIGIVIZER presented to the
iLEAD Talent Exchange program…
a mentor program for senior leaders in
Australia’s security sector…

The brief was to answer…
Where is social media tracking?
What are the latest social media trends?
And how can organizations monetize social
media?

Social media always start out as a comment
here, a post there…

and seemingly move quickly to a confused
collection of overwhelming ‘noise’…
…that begs two obvious questions:

What does this mean for my organization?
How do I make money from this?

Social media are now about…
more than just measurement…

Social media are now about…
uncovering the hidden truth (insights) behind
the conversations...
scaled up to the millions of people using the
social web...
and scaled down to the individual...
mapped to your database...

with actionable insights and trigger-
based leads

An analogy...
You want to get into the minds of drivers of a
particular brand of car...
AutoMoto

You start by counting the number of AutoMotos
using the Sydney Harbour Bridge at rush hour,
on a Tuesday...

This provides you with a snapshot...
You can extend the measurement to every
weekday in-bound at rush hour...
You can count those leaving in the evening...

You can set up cameras to monitor the
AutoMoto logo on the bonnet,
and the AutoMoto word on the rear of every car
using the Sydney Harbour Bridge,
in both directions,
24 hours a day for a week...

You can then extrapolate if you want to...
(but now you're using educated guesswork...)

So you have cameras monitoring the Bridge
continuously...
and you are so pleased with the measurement
of traffic volume that you decide to add other
car brands to draw comparisons...
and you decide to add all the other bridges in
Sydney...

And the results are:
Month 1: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 20,000.

So what?

So what?
You still only have a static snapshot…
All you know are numbers:
cars into the city,
out of the city,
by route,
by day...

All you've done is measure dumb volume.
You do not know what's in the minds of any of
the drivers, let alone each and every driver...

Nor do you have any connection with this
simplistic volume...
What are their names?
Does AutoMoto service the cars or not?
Who are their dealers?

Why do they drive an AutoMoto?
Why do they make the journey?
Are they happy with their car? Why? Why not?
What do they need to service their car?
And which of these people are looking to
upgrade to a new model, or for a different type
of vehicle?

What you cannot do…
You cannot make decisions...
You cannot measure the return on the
measurement investment you've just made...
You cannot make money...

Now…
Replace AutoMotos on bridges with social
media channels…

You can now…
gather the insights, the hidden truths, behind
the conversations on the social web...
for the whole of Australia...
mapped to your database

You can now…
replace the thousands of drivers with millions of
Australians using the social web...
replace camera on bridges with DIGIVIZER
technology...
replace the gap between the number plates
and the customer database with a 'DIGIVERSE'
mapped to your database

You can now…
finally...replace aggregated static numbers
with dynamic, real-time updates, and…
with trigger-based leads and actionable insight
for every individual car owner

How it works...

Connecting social media channels to
your existing database…

Map people talking on the social web to a
customer database…
and deliver real-time, relevant customer
insights and lead triggers for instant action

DIGIVIZER untangles the
complexity of the social web
New ways to unlock value from the social web
content
people
connections
networks
communities
Where and how are people connecting?
What happens when
people get together?
How do messages
spread?
spaces
How do they feel
about these?
brands
What is being said?
What topics are
being discussed?
influencers
How social are your customers?
customers What can we learn
about each of them?
Who can we
meaningfully
engage?

Data-
bases
customers
prospects
Social
platforms
Mapping individuals to the social
web…

Mapped
individuals
Triggers from
social platforms
Relevant and timely
leads to action
…to create real-time leads based on
social events and triggers

Here’s what you now have…
Social segmentation
of attitudes, influence, segments...
Behaviour
of the media, around brands, topics,
interests...

Here’s what you now have…
Networks
of influencers, how campaigns are linked...
Analysis
of what’s being said, by whom, to whom...

You can now map individuals to the social web

What this all means...
Social powered marketing…
getting the right message, to the right
person, at the right time, with a real ROI
Understanding the digital footprint of the
people you know…and the people you
should know
Making money from the social web

In other words, you have…
commercial value from the social
web

www.digivizer.com
Emma Lo Russo 0419 203 458
Alan Smith 0404 432 700

Monetizing the social web, March 2013

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