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"What's the ROI of your team?". Slides from my presentation at the Big Data Innovation Conference in London - 18th April 2012. Inspired by Moneyball and exploring what can happen when you put social ...

"What's the ROI of your team?". Slides from my presentation at the Big Data Innovation Conference in London - 18th April 2012. Inspired by Moneyball and exploring what can happen when you put social (data) at the heart of your business.

http://analytics.theiegroup.com/bigdata-london

See also my @storify on Moneyball at http://storify.com/jeremywaite

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  • Thanks GilesFun. Not stats.
  • But first a quick intro to where I’m from
  • Social MEDIA company – specialising in Facebook & Twitter
  • It’s not having the data – it’s doing something USEFUL with itData partnerMarketing Opportunities v Ethics
  • Moneyball trailer 2:00
  • P4u v CPW£300k & £5m v £100mNo fans – biggest mobile brand in UK in 12 months1 x EPM metric (show later)Vodafone – put social at the heart of your businessNot marketing – TV – awareness v consideration…ThenCAPTURE DATA
  • ROI = Possibly hottest topic we’ll discuss todayInvestment = Value of a fan / data capture (later) $114m v $39mImpressions = Social judged like TV? (aware / consid = brand building objective)Interactions = Engagement score (EPM) = Comments + Likes / Post & FansInnovation = Creating cool award winning content / PR & + BuzzIgnorance= well……
  • Beware of who’s advice you take (Not enough people have failed yet)GURU’s / WIZARDS / SXSW = UNICORNS!Misconception = Social is NEW / CHEAP / EASY = It’s not.It’s REALLY hard and it can be quite expensive (especially if you’re not doing it right)Weigh up what people say today What’s RELEVANT for YOUR brand?
  • Syncapse July 2010 : Pro’s / consPDF
  • How does that affect your “CONVERSATION STRATEGY”Don’t SELL to people – make them WANT to buy from youLike talking to your mate in the PUBIt’s not you – it’s your 130 friends1 – 130 – 17k – 2m+But today shouldn’t be JUST about NUMBERS…
  • This is NOT the iPhone 5!!! (I don’t work in telecoms anymore so I can leak…)APPLE = ANTI-SOCIAL (FB is for students) BUT their fans will run across battlefields for them and get TATTOO’s!Today is NOT a conversation about Facebook (but we can’t avoid it taking up a lot of our time….)
  • Moneyball movie footage from iTunes 26:55 – 28:00
  • EPM – how it helped in the boardroom at P4u
  • Large broadband company = 165 page social media strategyPhone company I worked for = 65 pagesRed Bull = 1 lineNOT a soft drinks company - They see themselves as a MEDIA company – who use their products to promote their campaigns
  • Huge pitch American Company – 10’s billions $Didn’t know it’s customersBrand comms(sponsorship) = Do thisBuzz = Customers talking about something totally differentThis is not business as usual. We’ve got to think differently.(Recommend Brian Solis book)
  • Multi-channel Integrated strategyNot quick tactical (dis-jointed) campaigns
  • SOV tripledPositive sentiment doubled9:30 minsHuge ROI from data capture
  • “Like cycle”
  • What is appropriate for one client or campaign – might be irrelevant for the next
  • Q&AMeet me and Charlie….

Moneyball : Big Data Innovation Slides Presentation Transcript

  • 1. What’s the ROI of Your Team?@JeremyWaite Head of Social Strategy
  • 2. LONDON, SAN FRANCISCO, NEW YORK, CHICAGO, ATLANTA, PARIS, HAMBURG, AMSTERDAM, MANILA & SYDNEY 90 FACEBOOK SPECIALISTS 121 EMPLOYEES WORLDWIDE © 2012 TBG Digital
  • 3. 550 BILLION impressions delivered 180 MILLION 40 MILLION 10 MILLIONclicks delivered fans apps installed © 2012 TBG Digital
  • 4. > TBG: A BIG DATA company We hold more data than Facebook. 6 months v 3 years +© TBG Digital 2012
  • 5. Moneyball Clip
  • 6. “Social Media is one area ofbusiness where you don’tneed to out-spend yourcompetitors in order tobeat them”.
  • 7. What’s the ROIof your team?Return on InvestmentReturn on ImpressionsReturn on InteractionsReturn on InnovationReturn on Ignorance
  • 8. 85% of people in social mediahave worked in it forLess than 2 years.#HateAverage
  • 9. Your fans are not WE UNDERSTAND YOUR AUDIENCE ANDworth $136.
  • 10. “96%” of fans who visit aFacebook page NEVER return
  • 11. 46% of fans who ‘LIKE’ a brandpage never want to receiveMARKETING messagesfrom them.
  • 12. + Moneyball
  • 13. EPM “Engagement per Thousand”“It’s about reducingeverything down toa single figure,in order to findvalue in things thatother people can’tsee”. #MoneyballCPC, CPM, CPA,VTA, EPM… © 2012 TBG Digital
  • 14. 50% of people usesocial media towaste time… … so let’s give them some REALLY COOL shit to do when they get there.
  • 15. > Adopt a data driven approach. Y our audience is your most valuable asset WE UNDERSTAND YOUR AUDIENCE AND Gather data by listening to your audience and understanding the conversation to formulate a strategy that will ultimately Listen Understand engage them. Engage
  • 16. Social Gamingfor Engagement,Brand Awareness& Fan AcquisitionKPI’s Share-of-Voice Sentiment Dwell Time Data Capture © 2012 TBG Digital
  • 17. The Facebook Journey Develop a Posting Strategy Facebook Strategy & Community Management Media + Creative Use: CRM system and Listening tools Create ‘Super’ fans Build / Design Use: CRM system and Facebook page Engage through Engagement reporting Tabs, Apps, Gates Apps Use: Apps/Tabs/Ads Reach a critical mass of ‘relevant’ Keep yourTest & Learn fansAd-testing community active Use: Social Ads / SS Ads Social Ads, SS AdsFocus groups Wall Posts, Creative Content © 2012 TBG Digital
  • 18. Just because we canmeasure everything doesn’tmean that we should.
  • 19. + Thank you @JeremyWaite www.TBGDigital.com