Social Media Espionage

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Stephen Dimarco, CMO of Compete, explains how some of the biggest brands gain competitive intelligence and advantage over their competitors.

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  • We’re entering an era where marketing is getting harder than physics.There is certainly a need for it to become more scientific.The web – and the massive transfer of power to the consumer that it has created - brings both challenges and opportunities.On one hand, it’s a whole new ballgame that marketers need to learn (ecommerce, online media, search, consumer generated content all add up to more informed, more demanding, more connected customers).On the other hand, as consumers use the web to search, shop and socialize, they create new data about themselves in their clickstream activities.And with permission, savyy marketers can analyze this data to know more about consumers than they ever have before.And therein lies the future of more effective marketing – marketing that that connects the dots from data to decisions to dollars (sense and respond).
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  • Social Media Espionage

    1. 1. Social Media Espionage<br />Presented at Monitoring Social Media | Boston<br />October 5, 2010<br />
    2. 2. Why “Social Media Espionage?”<br />
    3. 3. Alternate title: “Snooping on your Rivals”<br />
    4. 4. Let’s stick with “Social Media Espionage”<br />
    5. 5. “Imagine how hard physics would be if particles could think.”<br />Nobel Prize-winning elementary particle physicist <br />Murray Gell-Mann<br />
    6. 6. It’s holistic and non-linear…just like consumers<br />The perfect marketing measurement system<br />6<br />
    7. 7. New tools expand your insights and success<br />But why use the same information as everyone else?<br />Opportunity to tap into new tools that complement ones you are already using<br />Consumer-centric research panels offer all new, granular and competitive insights<br />The value increases as you shift mindset from collecting to connecting metrics<br />We all use hundreds of existingtools including:<br />bitly<br />Cymfony<br />Crimson Hexagon<br />Digimine<br />Facebook Insights<br />Radian6<br />Sysomos<br />Trendrr<br />Scout Labs<br />Twitter Stats<br />
    8. 8. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners<br />Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales<br />Looking past views and comments to understand the behavioral after-effects of video campaigns<br />8<br />
    9. 9. Amex co-opted Twitter to Build an Audience<br />9<br />www.openforum.com (circa 2009)<br />www.guykawasaki.com (circa 2009)<br />
    10. 10. Now building an audience that sticks and grows<br />www.openforum.com<br />circa 2010<br />
    11. 11. OPEN brand page on Facebook<br />
    12. 12. OPEN Forum twitter page<br />
    13. 13. 13<br />…building an audience that sticks and grows<br />Monthly Unique Visitors to open.com and openforum.com<br />
    14. 14. 14<br />…building an audience that sticks and grows<br />5.6% of all traffic to openforum.com is from social networks<br />Top referring social sites to openforum.com<br />
    15. 15. 15<br />…building an audience that sticks and grows<br />102%<br />Growth in <br />Total Referrals<br />Share<br />Top referring sites to openforum.com<br />
    16. 16. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners<br />Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales<br />Looking past views and comments to understand the behavioral after-effects of video campaigns<br />16<br />
    17. 17. Seeing beyond Facebook Insights<br />17<br />
    18. 18. Best Buy engaged holiday shoppers on Facebook…<br />1.1M fans on Facebook as of Q4 2009<br />127,000 visitors to its Facebook site during November alone from visitors searching for Black Friday deals<br />The site provides:<br /><ul><li>Individual category brand pages
    19. 19. Shopping functionality
    20. 20. Gift idea generator
    21. 21. Store locator,
    22. 22. Twelpforce Twitter feed</li></ul>18<br />
    23. 23. …and channels them into its shopping funnel<br />74% of time spent within the Best Buy Facebook site was spent within the Shop and Share tab<br />73% of visitors to facebook.com/bestbuy also visited the actual BestBuy.com site in Q4 2009 <br />19<br />
    24. 24. 20<br />Now building an audience that sticks and grows<br />4.3% of all traffic to Bestbuy.com is from Facebook<br />Top referring site to bestbuy.com<br />
    25. 25. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners<br />Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales<br />Looking past views and comments to understand the behavioral after-effects of video campaigns<br />21<br />
    26. 26. OldSpicerevitalizesitsbrand…<br />
    27. 27. …reaching new consumers…<br /><ul><li>4.4 MM Aggregate Views in first month (8.4MM YTD)
    28. 28. Average viewer watched video 2.2 times
    29. 29. Online reach of 2MM unique people (3.8MM YTD)</li></li></ul><li>…generating positive scentiment…<br />
    30. 30. …and creating new consumer behaviors<br />Social media discussions on brand increased by 600%<br />Consumers posted over 1,700 links to video<br />Old Spice branded searches made up 45x as many searches after viewing<br />1% of the audience used search to navigate to Old Spice branded sites<br />17% of the audience visited an Old Spice branded site<br />
    31. 31. It pays to spy.<br />For more information or copies of the ppt, feel free to email me at sdimarco@compete.com.<br />

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