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Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
Social Media Monitoring: your data with destiny
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Social Media Monitoring: your data with destiny

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This presentation is the keynote I gave at the Social Media Monitoring conference held in London this week. …

This presentation is the keynote I gave at the Social Media Monitoring conference held in London this week.

Two separate but intertwined threads are key here
[1] People and our innate need to connect and collaborate, communicate and co-create
[2] Data and its increasingly significant role in all aspects of our lives

I ask the following questions:
What is advertising in the 21st Century?
How can one re-engineer business models to be successful in the networked economy?
How does the power relationship between customers and business change - and how can that be beneficial to both?
How can one take a networked co-creation approach to the automotive industry?
What are the principals and lessons we need to take away from these insights?

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  • Meta data Contextual data Dynamic data Self learning systems Refined data as Intelligence that can then be applied to specific needs and purposes
  • And that is why we inevitably move towards the Mobile Society, where our mobile devices become the remote control for life. Any piece of technology that allows us to better connect, communicate, share knowledge and information, to get stuff done - will be adopted.
  • PIP = the noise the PSP makes when the blue guy plays with it :) At the end of the slide: „ This is where Social Links comes in!”
  • Slide Objective: To build understanding of how Xtract is unique and how social network analytics improves the marketing environment for the customer Demographics and/or behavior data are widely used by traditional analytic approach Social network analysis reveals the social influence (importance to your network) of each of your customers What makes us then unique? 1. We bring in the social component to customer analytics 2. We can combine the three dimensions (e.g. T-Mobile selected Xtract because of our ability to do this) Adding each new data dimension increases efficiency of analytics, Using all three gives results that are many fold (even up to 8 times in one of the cases we will go through today) XSL base uses mainly social interactions data, but modules utilize data from also the other dimensions. Slide Objective2: To reinforce how social network analytics can/will impact the marketing environment for the customer. Needs to show how social analytics complements & enhances traditional marketing environment for customers (Xtract analytics creates extra value to the operators current processes:) Reporting: following changes in customer behaviour. Reporting ARPU compared to customer age, sex, rurality/urbanity etc, reporting churn %, calculating future cash flows, following the results of individual campaigns Customer Insight: Implementing analytics and predictive modelling – learning from the past, ”targeting campaigns”. Customer segmenting employed in order to create strategies, concepts to different customer groups. Customer Relationship Management process: automated campaings (1-to-1) based on changes in propensity/churn scores, changes in segment, changes in behaviour (automatic calculation). Examples of different approaches Example of finnish hotel chain? ” crucial part of everyday business”
  • And we need to rethink and create a new set of metrics. Based upon not cpm’s or cost per thousands but cost per relevant audience. We need to recount the audience: Change the way you count, for instance, and you can change where advertising dollars go.
  • BMW winter tyre campaign
  • To a read write culture where we demand the right to participate, create and co-create culture
  • To brands that can play a more meaningful role in our lives The service is called Otetsudai Networks, which literally means "help networks". It is a mobile phone service in Japan where anyone can register and fill in the kinds of skills they have available, say window-cleaning or washing dishes or loading boxes at a warehouse, etc. Then there are temporary employers who have short-term needs. Say a shopkeeper has a sudden illness and the one assistant has to leave the shop early. The shopkeeper needs someone who is reasonably qualified temporary help for his store. Just enter the need (4 hours this afternoon selling shoes at the store in this address at this shopping mall, cash register operation skills needed, pays x per hour). Then those who are near that location, who have indicated that their status is available to do temporary work, will get the alert. It allows for negotiating. If you don't like the hourly rate that is offered, you make a counter offer of what you'd be willing to do the job for. The shopkeeper may get a couple of responses, someone who agrees to the amount but can only do 2 hours, another one who is willing to do four hours but wants a higher pay, etc.
  • A new language for the networked society
  • Everyone has a Yoad
  • What if: We build the car of your dreams? It was green? We made it in your town? We listened We did it?
  • 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 reached out to a vast distributed community to help develop and design the rally fighter
  • a). Life enabling b). life simplifying c). Navigational
  • There is no online or offline there is only blended reality
  • Every single case history and proposition at Reboot actually has sociability implicitly embedded. Reboot recognises embedded sociability as part of the DNA 0f the networked society – it is a fundamental requirement.
  • You could say that technologies of co-operation invert the hierarchical process Technologies of cooperation are tools that inspire and enable our innate need and talents to connect and communicate. This is the promise of the mobile society
  • “ The roots” - or to lay the ground work of sustainable relationships] - relationships based upon the development of mutual trust through time remains the DNA that enable markets work. Social capital takes time to grow.   "You may be deceived if you trust too much, but you will live in torment if you do not trust enough." Dr Frank Crane
  • Transcript

    • 1. your data with destiny Alan Moore SMLXL 11.09
    • 2. Draw me a social network
    • 3.  
    • 4. Social Networks Few very influential users
    • 5. Social Networks Hierarchical network
    • 6. Social Networks Strong presence of communities
    • 7. Understanding different but important roles in a social network provides deep insight into your customers Image courtesy of Xtract. Xtract.com
    • 8. Social intelligence: The 3rd dimension of customer insight
    • 9. Social Marketing Intelligence: the black gold of the 21st Century http://smlxtralarge.com/2008/05/01/the-data-flow-wars/
    • 10. 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
    • 11. % 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
    • 12. Cost Per Relevant Audience: CPRA CPRA The metrics therefore can change http://smlxtralarge.com/publications/social-media-marketing/
    • 13. 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
    • 14.  
    • 15. To the read & write, participatory networked society
    • 16. http://smlxtralarge.com/2009/08/21/the-glittering-allure-of-the-mobile-society-destination-japan/
    • 17. Augmented reality that’s weird shit right?
    • 18. Augmentation is merely the layering of information and data to create more value – like a map!
    • 19. So we might want more information about the plumber
    • 20.  
    • 21. http://www.flickr.com/photos/9266144@N02/1075722366/ Literacy
    • 22. Meta data Contextual data Dynamic data
    • 23. 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
    • 24. 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
    • 25. 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
    • 26. 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
    • 27. 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
    • 28.  
    • 29.
      • My Yoad
    • 30. 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.]
    • 31.  
    • 32.
      • Your Yoad is Valuable
    • 33. 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
    • 34.
      • Qustodian helps you create and maintain your Yoad
    • 35.
      • You then receive messages on your phone
    • 36.
      • And share in their value
      £7.53 £4.82 £12.35 £57.10 £32.21 £89.31 £64.63 £37.03 £101.66
    • 37.
      • “ 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)
    • 38.
      • Your Yoad is yours.
      • We just look after it for you.
      the custodian of yoads
    • 39. Values Passions Desires Ethics Organics Sustainability Green concerns Food Health
    • 40.  
    • 41. networked economics
    • 42. 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?
    • 43. Local Motors
    • 44.  
    • 45.  
    • 46.  
    • 47.  
    • 48.  
    • 49. 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.
    • 50. 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
    • 51. So what to do about all this? We need to understand some key points raised in my presentation:
    • 52. 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
    • 53. i + we
    • 54. Interface without interference interactive + connected + human
    • 55. blended reality Blended reality
    • 56. Deep context
    • 57. Embedded Sociability http://www.flickr.com/photos/an_untrained_eye/1195966967/
    • 58. People embrace what they create Technologies of co-operation
    • 59. Nemawashi
    • 60. Stand in the flow of information
    • 61. 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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