Show me the data. Where big data meets PR #PRshow13

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The implications of big data affect all parts of an organisation. The tsunami wave of social and digital activity means that organisations have more information to help inform and guide their activity …

The implications of big data affect all parts of an organisation. The tsunami wave of social and digital activity means that organisations have more information to help inform and guide their activity than ever before. Find out what big data means for the public relations profession and how to embrace the challenges and opportunities it presents.

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  • THEY WOULD BUY YOUR PRODUCT , PERHAPS TEL L A FRIEND OR TWO IF THEY WERE PARTICULARLY IMPRESSED OR DISAPPOINTED. THEN THEY WERE FORGOTTEN, UNTIL THEY WALKED BACK INTO YOUR STORE
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • http://bit.ly/obamabigdata
  • More people on facebook on mobile than on desk top – sourceADD TO THIS TO THE GROWING POPULARITY OF SMARTPHONES, MEANING MORE CONSUMERS ARE PURCHASING ON THE MOVE WITH OVER 700 MILLION OF THESE SMARTPHONE USERS ACCESSING FACEBOOK VIA THEIR DEVICEALL A SOCIAL SALE DOES IS BRING TOGETHER THIS BEHAVIOUR IN A WAY THAT BENEFITS YOUR BRAND
  • THE MAIN REASON TO CARE, HOWEVER, IS THAT IF YOU’RE NOT TAKING STEPS TO MAKE YOUR SALE SOCIAL WHAT YOU HAVE IS A ‘DEAD SALE’A TRANSACTION WHERE THE VALUE TO YOUR COMPANY ENDS AT THE POINT OF PURCHASE, WASTING THE OPPORTUNITY TO ENGAGE WITH THOUSANDS OF POTENTIAL CUSTOMERS WITH ONE SIMPLE ACTION
  • http://bit.ly/obamabigdata

Transcript

  • 1. SHOW ME THE DATA!! WHERE ‘BIG DATA’ MEETS PR EB ADEYERI - @EBA STRATEGY DIRECTOR @WEARESOCIAL
  • 2. WHERE SOCIAL MEDIA MEETS PR @EBA
  • 3. WHERE GAMIFICATION MEETS PR @EBA
  • 4. WHERE GROWTH HACKING MEETS PR @EBA
  • 5. WHERE CONTENT MARKETING MEETS PR @EBA
  • 6. WHERE REAL-TIME MARKETING MEETS PR @EBA
  • 7. WHERE ONLINE ENGAGEMENT MEETS PR @EBA
  • 8. WHERE BLOGGER OUTREACH MEETS PR @EBA
  • 9. WHERE SOLOMO MEETS PR @EBA
  • 10. WHERE [INSERT WANKY WORD] MEETS PR @EBA
  • 11. WHERE BIG DATA MEETS PR THIS IS WORTH TAKING A SERIOUS LOOK AT THOUGH @EBA
  • 12. GARTNER HYPE CYCLE 2013
  • 13. SO WHAT EXACTLY IS BIG DATA? @EBA
  • 14. BIG DATA IS THE TERM FOR A DATA SET SO LARGE & COMPLEX, IT BECOMES TO DIFFICULT TO PROCESS USING TRADITIONAL Source: Wikipedia TOOLS
  • 15. WHAT THE F*@K IS A ZETTABYTE? = 1,000,000,000,000 GB @EBA
  • 16. Tweetable quote: “Every day, 2.5 billion gigabytes of data are created in a variety of forms” #PRshow @EBA
  • 17. NSFW non-Tweetable quote
  • 18. Variety Volume Velocity Big data @EBA
  • 19. OK BUT WHAT DOES THAT HAVE TO DO WITH PUBLIC RELATIONS? @EBA
  • 20. WHY SHOULD I CARE?
  • 21. WHAT EXACTLY IS PUBLIC RELATIONS? @EBA
  • 22. PUBLIC RELATIONS IS THE DISCIPLINE WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. Source: CIPR @EBA
  • 23. BIG DATA PUBLIC RELATIONS IS THE DISCIPLINE OPPORTUNITY WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. @EBA
  • 24. COMMUNICATION IS EVOLVING… @EBA
  • 25. BIG DATA FOR PR = WHERE REPUTATION MANAGEMENT MEETS BUSINESS OUTCOMES @EBA
  • 26. @EBA
  • 27. 8 AWESOME WAYS YOU CAN WIN AN ARGUMENT AGAINST A BIG DATA SKEPTIC IF YOU WORK IN PR @EBA
  • 28. 1) HIT THEM WITH AN EXAMPLE OF BIG DATA COUPLED WITH BEHAVIOURAL bit.ly/Opower
  • 29. 2) EXPLAIN IT IS MORE ABOUT SMART DATA AT SCALE THAN BIG DATA bit.ly/obamabigdata @EBA
  • 30. 3) WOW THEM WITH THE POWER OF INFLUENCER/ ADVOCATE MAPPING bit.ly/awedience @EBA
  • 31. 4) DEMO HOW BIG DATA HELPS GET UNDER THE SKIN OF AN ORGANISATION.
  • 32. bit.ly/ibmpkpcargo
  • 33. 5) BRAG ABOUT YOUR UNDERSTANDING OF MEASURING SUCCESS WITH IT @EBA
  • 34. bit.ly/truevaluepr
  • 35. 6) BALANCE OUT YOUR ARGUMENT BY SHOWING AN AWARENESS OF THE BIG DATA PITFALLS @EBA
  • 36. BEWARE OF THE DARK SIDE OF BIG DATA bit.ly/bigdatadarkside
  • 37. 7) TELL THEM YOU ARE BEST BUDDIES WITH THIS GUY …OR AT LEAST TELL THEM YOU’VE READ THE BOOK …IF NOT, THEN WATCHED THE FILM
  • 38. FINALLY…
  • 39. 8) TELL THEM BIG DATA IS THE NEW COCAINE
  • 40. BIG DATA MAKES YOU FEEL SMART @EBA
  • 41. BIG DATA MAKES YOU FEEL SEXY @EBA
  • 42. BIG DATA MAKES YOU TALK A LOT @EBA
  • 43. SAY HELLO TO MY BIG DATA @EBA
  • 44. CONCLUSION 1. 2. 3. DATA IS CHANGING THE GAME FOR THE PRACTICE OF REPUTATION MANAGEMENT BIG DATA IS NOT A SILVER BULLET BIG DATA IS HERE TO STAY SO GET USED TO IT @EBA
  • 45. @EBA @WEARESOCIAL TALKTOUS@WEARESOCIA L.NET WWW.WEARESOCIAL.NET