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Digital Footprint and Social Media Analysis
 

Digital Footprint and Social Media Analysis

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There are two earthquakes going on: your customers are not in your playground anymore, and everything you do is recorded. These are two facts, now: what are you planning to do about it?

There are two earthquakes going on: your customers are not in your playground anymore, and everything you do is recorded. These are two facts, now: what are you planning to do about it?

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  • Fuente: http://www.slideshare.net/DaemonDigital/digital-reputation-management
  • http://www.socialamerican.com/branding-strategies/skittles-social-media-case-study-771 Instead of the usual corporate propaganda, the home page and “chatter” section became the brand’s Twitter page, the video media and images pages became the brand’s YouTube page and Flickr stream, respectively. Meanwhile, the “friends” section morphed into a Skittles Facebook fan page. According to Andy Hobsbawm, European chairman of online ad firm agency.com , which came up with the idea, the site received so many hits the first day it brought down Twitter.”The biggest issue that Skittles has been facing is having users bombard the site with inane and often profane “tweets.” 

Digital Footprint and Social Media Analysis Digital Footprint and Social Media Analysis Presentation Transcript

  • DIGITAL FOOTPRINT AND
    SOCIAL MEDIA
    Justo Hidalgo
    Vice President, Product Management and Consulting
  • There are twoearthquakesgoingon
  • First: yourcustomersdon’tplay in your home anymore
    … and thismeansthat…
  • … yourcustomers are playingsomewhereelse…
  • … so youneed to knowwhere the conversations are taking place now…
  • © Daemon Group 2008
    (Remember: yourcompany’sReputationdoesnotjustdepend on you….)
    Source: http://www.slideshare.net/DaemonDigital/digital-reputation-management
  • … butbeingperfectlyrecognizablethroughout time and actions
  • Haveyoureadthis? Social Profiling: The Forrester approach
  • Thisis a summary of theGroundswell
    Creators
    Critics
    How people use Social Technologies:
    Creators: generate social content
    Critics: respondtothecontent
    Collectors: organizeinformationforthemselves
    Joiners: are connectedthrough social networks
    Spectators: consume social content
    Inactives: don’tcreate, don’t consume
    Collectors
    Joiners
    Spectators
    Inactives
  • ReputationStages:
    Listen, Pulse
    Analyze
    EstablishConversations
  • Case: Skittles
    They “moved” to social networks
    Initially: hugesuccess
    Challenges:
    “Profane Tweets”
    ROI
    “Buzz”?
    Strategic?
  • Butthiswasjustthefirstearthquake!
  • Second: whatyou do isregistered and recorded
  • The Big Mistake
    Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.
  • Dude, you’renotplanningtouploadthispicturetoFacebook, right?
  • Butlet’sthink “Corporate”
    Thenetworktells me what my customers are thinkingabout me
    Thenetworklets me influenceon my customers’ decisions
    Thenetworkallows me toknowwhat my competition’scustomerssayaboutthem
    Thenetworklets me influenceon THEIR customers
    The networklets me answer my customers more efficientlyand appropriately
  • But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?
  • Architecture of a Social Media MonitoringTool
  • Whatyoucan’tseeorhear, can’tbeanalyzed
  • Importance of howweaccessdatasources
  • Summarizing: knowyourcustomerfromeverypossiblepoint of view
  • Conclusions
    Technologyisadvancingenormously (surprise!)
    Everycompanymust decide therythm of adoption of new technologiesfromthefollowingpoints of view:
    Strategy(where do wewant the company to go to)
    Tactic (wherecan’t I avoid my companyfromgoing)
    But… MARKETS ARE CONVERSATIONS
    … and a greatdeal of thatconversationtakes place in thenetwork
    How can I obtainenoughinformationtostartlistening?
  • You’velistenedalready.
    Analyze and, ifyoufeellikeit, let’s TALK
    Justo Hidalgo
    VP Product Management and Consulting
    (justohidalgo@denodo.com)
    (http://www.linkedin.com/in/justohidalgo)
  • Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe search.creativecommons.org site, whichprovidesimageswith CC licensing
    Credits