Monetizing the social web, March 2013

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  • 1. Commercial value fromthe social webNew thinking, new methods...results today!© DIGIVIZER PTY LTD 2013
  • 2. In March 2013 DIGIVIZER presented to theiLEAD Talent Exchange program…a mentor program for senior leaders inAustralia’s security sector…© DIGIVIZER PTY LTD 2013
  • 3. The brief was to answer…Where is social media tracking?What are the latest social media trends?And how can organizations monetize socialmedia?© DIGIVIZER PTY LTD 2013
  • 4. Social media always start out as a commenthere, a post there…© DIGIVIZER PTY LTD 2013
  • 5. and seemingly move quickly to a confusedcollection of overwhelming ‘noise’……that begs two obvious questions:© DIGIVIZER PTY LTD 2013
  • 6. What does this mean for my organization?How do I make money from this?© DIGIVIZER PTY LTD 2013
  • 7. Social media are now about…more than just measurement…© DIGIVIZER PTY LTD 2013
  • 8. Social media are now about…uncovering the hidden truth (insights) behindthe conversations...scaled up to the millions of people using thesocial web...and scaled down to the individual...mapped to your database...© DIGIVIZER PTY LTD 2013
  • 9. with actionable insights and trigger-based leads© DIGIVIZER PTY LTD 2013
  • 10. An analogy...You want to get into the minds of drivers of aparticular brand of car...AutoMoto© DIGIVIZER PTY LTD 2013
  • 11. You start by counting the number of AutoMotosusing the Sydney Harbour Bridge at rush hour,on a Tuesday...© DIGIVIZER PTY LTD 2013
  • 12. This provides you with a snapshot...You can extend the measurement to everyweekday in-bound at rush hour...You can count those leaving in the evening...© DIGIVIZER PTY LTD 2013
  • 13. You can set up cameras to monitor theAutoMoto logo on the bonnet,and the AutoMoto word on the rear of every carusing the Sydney Harbour Bridge,in both directions,24 hours a day for a week...© DIGIVIZER PTY LTD 2013
  • 14. You can then extrapolate if you want to...(but now youre using educated guesswork...)© DIGIVIZER PTY LTD 2013
  • 15. So you have cameras monitoring the Bridgecontinuously...and you are so pleased with the measurementof traffic volume that you decide to add othercar brands to draw comparisons...and you decide to add all the other bridges inSydney...© DIGIVIZER PTY LTD 2013
  • 16. And the results are:Month 1: you know how many AutoMoto driverscross Sydneys bridges. Lets say its 20,000.Month 2: you know how many AutoMoto driverscross Sydneys bridges. Lets say its 21,005.Month 3: you know how many AutoMoto driverscross Sydneys bridges. Lets say its 19,994.© DIGIVIZER PTY LTD 2013
  • 17. So what?© DIGIVIZER PTY LTD 2013
  • 18. 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...© DIGIVIZER PTY LTD 2013
  • 19. All youve done is measure dumb volume.You do not know whats in the minds of any ofthe drivers, let alone each and every driver...© DIGIVIZER PTY LTD 2013
  • 20. Nor do you have any connection with thissimplistic volume...What are their names?Does AutoMoto service the cars or not?Who are their dealers?© DIGIVIZER PTY LTD 2013
  • 21. 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 toupgrade to a new model, or for a different typeof vehicle?© DIGIVIZER PTY LTD 2013
  • 22. What you cannot do…You cannot make decisions...You cannot measure the return on themeasurement investment youve just made...You cannot make money...© DIGIVIZER PTY LTD 2013
  • 23. Now…Replace AutoMotos on bridges with socialmedia channels…© DIGIVIZER PTY LTD 2013
  • 24. You can now…gather the insights, the hidden truths, behindthe conversations on the social web...for the whole of Australia...mapped to your database© DIGIVIZER PTY LTD 2013
  • 25. You can now…replace the thousands of drivers with millions ofAustralians using the social web...replace camera on bridges with DIGIVIZERtechnology...replace the gap between the number platesand the customer database with a DIGIVERSEmapped to your database© DIGIVIZER PTY LTD 2013
  • 26. You can now…finally...replace aggregated static numberswith dynamic, real-time updates, and…with trigger-based leads and actionable insightfor every individual car owner© DIGIVIZER PTY LTD 2013
  • 27. How it works...© DIGIVIZER PTY LTD 2013
  • 28. Connecting social media channels toyour existing database…© DIGIVIZER PTY LTD 2013
  • 29. Map people talking on the social web to acustomer database…and deliver real-time, relevant customerinsights and lead triggers for instant action© DIGIVIZER PTY LTD 2013
  • 30. DIGIVIZER untangles thecomplexity of the social webNew ways to unlock value from the social webcontentpeopleconnectionsnetworkscommunitiesWhere and how are people connecting?What happens whenpeople get together?How do messagesspread?spacesHow do they feelabout these?brandsWhat is being said?What topics arebeing discussed?influencersHow social are your customers?customers What can we learnabout each of them?Who can wemeaningfullyengage?© DIGIVIZER PTY LTD 2013
  • 31. Data-basescustomersprospectsSocialplatformsMapping individuals to the socialweb…© DIGIVIZER PTY LTD 2013
  • 32. MappedindividualsTriggers fromsocial platformsRelevant and timelyleads to action…to create real-time leads based onsocial events and triggers© DIGIVIZER PTY LTD 2013
  • 33. Here’s what you now have…Social segmentationof attitudes, influence, segments...Behaviourof the media, around brands, topics,interests...© DIGIVIZER PTY LTD 2013
  • 34. Here’s what you now have…Networksof influencers, how campaigns are linked...Analysisof what’s being said, by whom, to whom...© DIGIVIZER PTY LTD 2013
  • 35. You can now map individuals to the social web© DIGIVIZER PTY LTD 2013
  • 36. What this all means...Social powered marketing…getting the right message, to the rightperson, at the right time, with a real ROIUnderstanding the digital footprint of thepeople you know…and the people youshould knowMaking money from the social web© DIGIVIZER PTY LTD 2013
  • 37. In other words, you have…commercial value from the socialweb© DIGIVIZER PTY LTD 2013
  • 38. www.digivizer.comEmma Lo Russo 0419 203 458Alan Smith 0404 432 700© DIGIVIZER PTY LTD 2013