Data, so hot right now AKA How social media analytics can drive actionable insights 11.02.10 A presentation to : Brand Rep...
Nicholas Gill Head of Planning Five by Five @nicholasrgill Mark Cox Senior Manager - European Digital Marketing Activision...
Data, so hot right now. Data.
Content Explosion Source:  Advertising: It's Everywhere, Media Awareness Network,  http://popacular.com/gigatweet , http:/...
Content explosion – everything digital Social Media Feeds/ Filters On Demand Sharing Reviewing Press TV Outdoor Gaming Des...
Social media is culturally accepted Source:  Forrester & The Guardian 65% of time spent in social/entertaining space
Gaming eclipses all other activities for European teens & gets more social Source: Forrester 2009 & AdAge Internet 9.1hpw ...
 
The value of conversations <ul><li>Personal advocacy  has always been a brand’s most valuable communication tool </li></ul...
Social media analytics model Source: Nick Owen Analytics Lead, Five by Five SocialTronics , @darthngo
Active Listening to determine brand health, opportunity, feed into strategy Source:  Five by Five SocialTronics
Identifies, informs and inspires <ul><li>Identify </li></ul><ul><li>Discover the volume of conversations  </li></ul><ul><l...
Analytics dashboard Source:  Five by Five SocialTronics
Conversation snapshots Source:  Five by Five SocialTronics
Brand performance snapshot Source:  Five by Five SocialTronics
Benchmark Vs competitors Source:  Five by Five SocialTronics
Activating the community Advocates Comments & Suggestions Customer service PR
‘ who is you favourite guitarist?’ ‘what is your favourite guitar solo?’ ‘how many of you out there played guitar hero las...
Connecting conversations, brand engagement & sales Theory Source:  Five by Five SocialTronics
Connecting conversations, brand engagement & sales Reality Brand engagement Source:  Five by Five SocialTronics
Brand engagement Connecting conversations, brand engagement & sales Reality Source:  Five by Five SocialTronics
Continue the conversation… Nicholas Gill Head of Planning Five by Five @nicholasrgill Mark Cox Senior Manager - European D...
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Data, so hot right now

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Deck presented to Brand Republic Digital Peer-to-Peer Exchange event 11.02.10 on how analytics from social media can drive actionable insight. Our Activision client, Mark Cox, co-chaired a Q&A and roundtable exchange.

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Data, so hot right now

  1. 1. Data, so hot right now AKA How social media analytics can drive actionable insights 11.02.10 A presentation to : Brand Republic Digital Peer-to-Peer Exchange fivebyfivedigital.com @fbfdigital
  2. 2. Nicholas Gill Head of Planning Five by Five @nicholasrgill Mark Cox Senior Manager - European Digital Marketing Activision @general_coxy
  3. 3. Data, so hot right now. Data.
  4. 4. Content Explosion Source: Advertising: It's Everywhere, Media Awareness Network, http://popacular.com/gigatweet , http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ 13 hours You Tube video uploaded every minute 900,000 Blog posts every day 9,000,000,000 Tweets since launch (2m in the last hour) 3,000 Average advertising exposure per day
  5. 5. Content explosion – everything digital Social Media Feeds/ Filters On Demand Sharing Reviewing Press TV Outdoor Gaming Destinations Mobile Connecting RSS On-demand (iPlayer, 4OD, Hulu) PVR Interactive TV Social viewing / Participation Text Bluetooth Live interaction QR codes Video ad innovation QR codes Ratings Reviews Liking Distribution Bookmarking email IM VOIP (Skype) Life-streaming (Twitter) Friending Wi-Fi MMS Surfing email Bluetooth GPS MP3 Entertainment (radio, video, music) Search Networks Life-streaming Publish (blog) Forum Widgets Meme Crowd-sourcing Virtual Worlds Live casting Console Handheld Casual Surfing TV viewing Camera, DVD, Blu-Ray MMO ARG Portals News Personalised start pages, iGoogle Brand sites
  6. 6. Social media is culturally accepted Source: Forrester & The Guardian 65% of time spent in social/entertaining space
  7. 7. Gaming eclipses all other activities for European teens & gets more social Source: Forrester 2009 & AdAge Internet 9.1hpw TV 10.3hpw Gaming (console + PC) 11.7hpw <ul><li>44% visit Facebook at least weekly </li></ul><ul><li>30% read blogs at least weekly. </li></ul><ul><li>2x more likely likely to comment on someone else’s blog </li></ul><ul><li>47% talk with friends online about what they are watching on TV </li></ul><ul><li>Real-time online engagement opportunity activity around TV content </li></ul><ul><li>More social, less solo </li></ul><ul><li>Far more likely to play computer games at friends' houses than adults </li></ul><ul><li>New social integration with Twitter & Facebook connect blurs line between activities & spaces, e.g. Uncharted 2 status updates tweeted </li></ul>Multi-tasking is mainstream. 50% listen to music on the PC, while 45% watch TV while online
  8. 9. The value of conversations <ul><li>Personal advocacy has always been a brand’s most valuable communication tool </li></ul><ul><li>Listening and engaging with what people our saying about them and their competitor’s performance </li></ul><ul><li>Understanding content that audiences value and provide </li></ul><ul><li>Embrace audiences as dynamic, contributory , uncontrollable forces </li></ul><ul><li>Success through socialised brands </li></ul>
  9. 10. Social media analytics model Source: Nick Owen Analytics Lead, Five by Five SocialTronics , @darthngo
  10. 11. Active Listening to determine brand health, opportunity, feed into strategy Source: Five by Five SocialTronics
  11. 12. Identifies, informs and inspires <ul><li>Identify </li></ul><ul><li>Discover the volume of conversations </li></ul><ul><li>Track volume, sentiment and media-mix </li></ul><ul><li>Identify influencers </li></ul><ul><li>Benchmark against competitors </li></ul><ul><li>Understand the subject </li></ul><ul><li>Listen to what they’re saying </li></ul><ul><li>Provide a platform to engage </li></ul><ul><li>Inspires & inform </li></ul><ul><li>Business strategy </li></ul><ul><li>Marketing strategy </li></ul><ul><li>HR communications strategy </li></ul><ul><li>New product development </li></ul><ul><li>Digital strategy </li></ul><ul><li>Social media strategy </li></ul><ul><li>Social currency </li></ul><ul><li>(e.g. brand entertainment, brand utility & co-creation) </li></ul><ul><li>Brand outposts </li></ul><ul><li>Website strategy </li></ul>
  12. 13. Analytics dashboard Source: Five by Five SocialTronics
  13. 14. Conversation snapshots Source: Five by Five SocialTronics
  14. 15. Brand performance snapshot Source: Five by Five SocialTronics
  15. 16. Benchmark Vs competitors Source: Five by Five SocialTronics
  16. 17. Activating the community Advocates Comments & Suggestions Customer service PR
  17. 18. ‘ who is you favourite guitarist?’ ‘what is your favourite guitar solo?’ ‘how many of you out there played guitar hero last night?’ Engagement driven by passion points
  18. 19. Connecting conversations, brand engagement & sales Theory Source: Five by Five SocialTronics
  19. 20. Connecting conversations, brand engagement & sales Reality Brand engagement Source: Five by Five SocialTronics
  20. 21. Brand engagement Connecting conversations, brand engagement & sales Reality Source: Five by Five SocialTronics
  21. 22. Continue the conversation… Nicholas Gill Head of Planning Five by Five @nicholasrgill Mark Cox Senior Manager - European Digital Marketing Activision @general_coxy
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