Stewart Townsend, Head of Business Development, Datasift Data, data everywhere… from our unique experience providing social data to hundreds of customers, we have learned the biggest problems you’ll encounter when you get all the data you wish for. Stewart will be sharing his thoughts on how to stop listening, breathe and focus on knowing your customer using the social data available to you. From hundreds of sources with numerous use case scenarios you will see how this is crucial to growing your business.

1. DATASIFT
OVERVIEW
Know your customer – Stop Listening
Stewart Townsend
@stewarttownsend
Head Business Development

2. Tale of Two Airlines
11
Virgin America got $30,000/yr
in new business from our CEO
with a $100 voucher and three
tweets.
Virgin America Revenue up 40%+ last quarter.

3. More Than $1B In B2B Social Deals
2

4. A Tweet is not just 140 characters of text anymore….
Source: Twitter display guidelines
Social Data is Getting Richer
3

5. Get ROI From Tidal Wave
4
Follow Us
@datasift
@nik
@rmb
900 M users 460M tweets daily
150M users 110M users
100M users
100M users
4

6. What most organisations do.
5
Follow Us
@datasift
@nik
@rmb
1. Social Media Marketing
1. Labor Intensive Monitoring
2. Analyze & Response
3. Enterprise Integration
4. Enterprise Transformation
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7. Social Data Is Tough
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1. Messy
1. Massive
2. Metadata
3. Privacy
4. Integration
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8. Social Data Transforming Enterprise
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1. Learn more about your customers
2. Build better relationships with them
3. Just say ‘NO’ to Silo data
4. Measure the effectiveness of Marketing
5. Track your customers

9. Use Case
How can we use
social data to learn
more about our
customers?
8

10. What are fashion lovers in London
talking about?

11. Know your social audience:

12. Social Interests built from content individuals
are publically sharing and sentiment.
Natural Language processing builds this into a
set of high-level topics

13. Who your customers are, and
what they like
Segment customers by adding
social interests into existing
segmentation information (e.g.
business plan, PAYG).
Use to design
campaigns, personalize offers and
website.

14. Social media content about consumer electronics devices
for 4 days from 25k users:
 - Laptops
 - Netbooks
 - Desktop PCs
 - Tablet PCs
 - Monitors
 - Servers
Dell use case
First We Collected Market Data
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15. HP/Compaq=Very Active, Dell=Positive
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16. Acer Really Active In Netbooks
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17. Dell Gets Buzz In Desktops
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18. We recorded all comments about and all posts with links to
web content about Dell:
• 117965 interactions,
• generated by 37066 unique authors,
• between 8th and 12th of June 2012
Dell In Social Media
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19. The @dell Account = Few Followers
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20. So We Used @delloutlet
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21. Tracking Sentiment Over Time
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22. Demographics Of Dell Tweeters
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23. Who Follows @DellOutlet?
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24. Who Follows @DellOutlet?
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25. Popular Services They Use
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26. What Do They Do?
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27. Where Do They Shop?
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28. Where Do They Eat?
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29. Where Do They Live?
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30. Californians Love Dell!
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31. Other Tech Brands They Tweet About
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32. But companies struggle with…
 What’s the question ?
 Social data – its all just spam
 Value in data – consulting
 Joining data – opens value
 Know your customer = Increased Revenue

33. Email stewart.townsend@Datasift.com
@stewarttownsend
Shirt not included
Questions
32