Social Media Monitoring: your data with destiny

your data with destiny Alan Moore SMLXL 11.09

Draw me a social network

Social Networks Few very influential users

Social Networks Hierarchical network

Social Networks Strong presence of communities

Understanding different but important roles in a social network provides deep insight into your customers Image courtesy of Xtract. Xtract.com

Social intelligence: The 3rd dimension of customer insight

Social Marketing Intelligence: the black gold of the 21st Century http://smlxtralarge.com/2008/05/01/the-data-flow-wars/

Xtract Social Links In action Most receptive targets for each campaign      0.7 0.7 0.7 0.9 0.9 Score Improved marketing ROI Subscriber insight Spot-on decisions, e.g., in product planning Target group descriptions Clear briefs for creative, easy campaign planning & correct media choices Call and messaging data, subscriber and CRM data, existing business intelligence data Always the latest, up-to-date data

% of Product Adopters % of Contacted Customers of Total 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Baseline = Targets selected randomly Perfect model = Never achieved Xtract model

Cost Per Relevant Audience: CPRA CPRA The metrics therefore can change http://smlxtralarge.com/publications/social-media-marketing/

Cost of winter tyres c. $700 Cost of tyres & rims c. $2500 Approximate average sale $1300 Total sales of BMW in summer 2008: 297k Those sold to hire/fleet: 180k Total potential customers: 117k 30% response rate = 35,000 35,000 customers spending $1300 each = $45,500,000 Total cost of campaign $60,000

To the read & write, participatory networked society

http://smlxtralarge.com/2009/08/21/the-glittering-allure-of-the-mobile-society-destination-japan/

Augmented reality that’s weird shit right?

Augmentation is merely the layering of information and data to create more value – like a map!

So we might want more information about the plumber

http://www.flickr.com/photos/9266144@N02/1075722366/ Literacy

Meta data Contextual data Dynamic data

Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as intelligence that can then be applied to specific commercial needs Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

Meta data Contextual data Dynamic data Self learning + systems automated algorithms Refined data as Intelligence that can then be applied to specific needs and purposes Economics + socioeconomics + networked economics Search + contextual search + micro narrative threads Collaborative filtering + tags + social intelligence Filtering + navigating + bundling + aggregating

My Yoad

Yoad /‘jэυd/ 1. n. a file in database storing a person’s profile information and consumer lifestyle preferences for use by marketers and advertisers to determine whether to send a highly targeted commercial communication to that person (normally to their mobile telephone); 2. v. to send an advert to a person’s mobile phone [orig. unkn.]

Your Yoad is Valuable

Come and get me Mr Brand. when I want you to. Only Talk to me on my mobile. Please offer me things I want. refer to my Yoad. How? Please

Qustodian helps you create and maintain your Yoad

You then receive messages on your phone

And share in their value
£7.53 £4.82 £12.35 £57.10 £32.21 £89.31 £64.63 £37.03 £101.66

“ There a point I would make about who owns my YOAD ? My bank, my phone company, Tesco, Amazon, Facebook?
I would answer “who owns my wife?” Nobody.
It is NOT about ownership , it’s about RELATIONS ; willingness to have a relationship, maintaining the relationship, adding value to it, gaining from it, giving and receiving ...
There is NO DISCUSSION... my yoad is by definition mine, just like my wife is herself.
But my wife is only ONE relationship, whilst with brands and companies, managing my yoad helps me have relations of value and mutual benefit with whom I want , when I want and for what I want to have from that relation, by enabling me to have conversations with them, started by them, by me or by context , which can end (or not) in transactions .”
Agustin Calvo ‘puts it succinctly’ (Nov 09)

Your Yoad is yours.
We just look after it for you.
the custodian of yoads

Values Passions Desires Ethics Organics Sustainability Green concerns Food Health

networked economics

Cars but not by Gary Numan What if: We build the car of your dreams? It was green? We made it in your town? We listened We did it?

Local Motors

Fundamentally changes the relationship to supply and demand Distributed knowledge Network Hyperlocal and Superglobal Open Source and Creative Commons In one year 44,000 designs were submitted to Local Motors, and 3600 innovators have shared their knowledge and insights.

Cars are developed 5x faster than traditional cars, and with more than 100x less capital. ‘ You can’t be nimble,’ says Jay, ‘if you have to tool big’ Micro-Factories which provide an engaged experience for customers to come together, learn about cars, build their own Local Motors car, and return so say Local Motors, exemplary service Constant Feedback loop Could increase revenue of specialist car market to $100bn but cash is distributed into regions

So what to do about all this? We need to understand some key points raised in my presentation:

Data enables us to do some extraordinary things in business if we open our minds to the possibilities. But you have to be absolutely customer centric to succeed

i + we

Interface without interference interactive + connected + human

blended reality Blended reality

Deep context

Embedded Sociability http://www.flickr.com/photos/an_untrained_eye/1195966967/

People embrace what they create Technologies of co-operation

Nemawashi

Stand in the flow of information

Thank you SMLXL: Contact : [email_address] Twitter: alansmlxl www.smlxtralarge.com SMLXL runs an Engagement Marketing innovation consultancy and also courses on Engagement for businesses that want to survive in the networked society.

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Social Media Monitoring: your data with destiny

by SMLXL Ltd on Nov 20, 2009

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Social Media Monitoring: your data with destiny — Presentation Transcript