Salondu bi nexalogy

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  • The Social Data Revolution
  • http://www.mymagneticblog.com/the-importance-of-social-media-marketing
  • What Makes social data different than « normal data » 1 emitted by people 2) often unstructured
  • So, from a client perspective, the next step is understanding what you want to pull out of this data
  • So, from a client perspective, the next step is understanding what you want to pull out of this data
  • We are now calculting the real time interest graph of this very conference… right here in front of you. OK
  • What Makes social data different than « normal data » 1 emitted by people 2) often unstructured
  • So we need to help to move from “ Monitoring ” to “ Coof llecting INtelligence ” Can ’ t read more than 150 lines information, so we need tools to help us surface key insights...
  • Activités des concurrents de l’entreprise de 3 ans débutant en juin 2008 et se terminant en juillet 2011 On remarque une recrudescence de l ’ activité au cours des 2 dernières années et une activité plus intense au cours des mois d ’ été.
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  • Salondu bi nexalogy

    1. 1. CGT talk at Infopresse @cgtheoretLa Révolution des données sociales
    2. 2. @cgtheoret
    3. 3. @cgtheoret
    4. 4. Every minute 8-10 months ago:• 48 hours of video are downloaded on Youtube• 320 new accounts and 98,000 tweets appear on Twitter• 168,000,000 million emails are sent• 20,000 new posts on Tumblr• 6,600 photos appear on Flickr• Over 20% of all websites are CMS/wordpress/etc…
    5. 5. Every minute today:• 60 hours of video are downloaded on Youtube• ??? new accounts and 236,000 tweets appear on Twitter• 204,000,000 million emails are sent• 28,000 new posts on Tumblr• 1,600 photos appear on Flickr !!! No shit!
    6. 6. @cgtheoret
    7. 7. @cgtheoret
    8. 8. @cgtheoret
    9. 9. @cgtheoret
    10. 10. @cgtheoret
    11. 11. @cgtheoret
    12. 12. @cgtheoret
    13. 13. In a lot of ways “Big Data” is like Oil…• Difficult and expensive to extract @cgtheoret
    14. 14. In a lot of ways “Big Data” is like Oil…• Difficult and expensive to extract @cgtheoret
    15. 15. In a lot of ways “Big Data” is like Oil…• Difficult and expensive to store and distribute @cgtheoret
    16. 16. In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) in its unrefined form @cgtheoret
    17. 17. In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) in its unrefined form @cgtheoret
    18. 18. In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) when its unrefined @cgtheoret
    19. 19. In a lot of ways “Big Data” is like Oil…• More expensive at every step of refinement @cgtheoret
    20. 20. In a lot of ways “Big Data” is like Oil…• More expensive at every step of refinement @cgtheoret
    21. 21. In a lot of ways “Big Data” is like Oil…• But even if it refined, how do how handle this much of it? @cgtheoret
    22. 22. In a lot of ways “Big Data” is like Oil…• Produces a plethora of derived products @cgtheoret
    23. 23. “companies must begin treating data as an enterprise wide corporate asset while also managing the data locally within business units.” Forbes, March, 2012 @cgtheoret
    24. 24. Social Media and BI … so manyreasons• Relatively inexpensive consumer and market research tool• Real time customer support channel• Perfect channel for influencer research and outreach• For certain products can be a go to market channel• Obvious source of competitive intelligence• Can be crucial in SEO strategies 25
    25. 25. LP Royer case studysafety boot manufacturerChallenge: design a new strategy dashbaord tohelp it navigate a period of change : entering theUS market 26
    26. 26. http://www.pwc.com/us/en/technology-forecast/2012/issue1#
    27. 27. Strategy Research Plan 28
    28. 28. what do you want to get ?• Customer Relations• Brand Comparisons• Community Outreach• Strategic Planning• Community Awareness• Issue Tracking• Crisis Monitoring• Thought Leadership Strategy
    29. 29. Goals: need to be clearly definedfor ROI1. Understand brand positioning and competitor positioning2. Understand how consumers and key influencers use social media in the industry3. Understand key characteristics of the conversations: regional, demographic, new markets 30
    30. 30. search design: number of queriesgoes up quickly: 40 queriessometime 100’s Issue A Issue A Issue B Issue B Your Brand Your Brand Issue C Issue C Competitor A Competitor A Issue D Issue D Competitor B Competitor B Issue E Issue E Competitor C Competitor C Issue F Issue F Issue G Issue G Competitor D Competitor D Issue H Issue H 31
    31. 31. work process
    32. 32. SM data quality is an issue …
    33. 33. Twitter: 50% of brand followers arebots
    34. 34. Or in some cases over 90 %…
    35. 35. Interest graph used to filter out…
    36. 36. Data cleaning: tools are a must• 95 000 blog posts over 3 years with keywords• Immense use of content farms by competitors• Only 5000 blogs were not part of content farms• Only 1500 blog posts were high value for the clientThat is only 1.5% !!! Signal to noise ratio!
    37. 37. social media intelligenceMonitoring IntelligenceEngagement InsightsSingle items Interest GraphsOperational tactic Strategic decision makingReacting in the present Planning for the futureLists Communities and Networks
    38. 38. conversation timelines• Look for patterns and trends – Seasonality• Understand what drives peaks• Comparisons – By topic/issue – By competitor – By campaigns
    39. 39. Lexical map/Interest graph Characteristics Safety and Stereotypes Style
    40. 40. typology • Groups publishers • Understand by interest Professionel • Guide strategic planning • Content developmentNegative Positive Neophyte
    41. 41. publisher scoring • Human analysis • Hand coded • Reading the blogs is key! • Scored based on client input • Percentage representation of all data
    42. 42. Results:1. Understood brand positioning and competitor positioning: key for entry into the US market2. Found 2 new distinct market opportunities3. Discovered which characteristics consumers appreciated about the products4. Much cheaper, faster and measurable than conventional methods… 45
    43. 43. Thank you!cg.theoret@nexalogy.com @cgtheoret @cgtheoret

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