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Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
Digital Footprint and Social Media Analysis
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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.” 
  • Transcript

    • 1. DIGITAL FOOTPRINT AND
      SOCIAL MEDIA
      Justo Hidalgo
      Vice President, Product Management and Consulting
    • 2. There are twoearthquakesgoingon
    • 3. First: yourcustomersdon’tplay in your home anymore
      … and thismeansthat…
    • 4. … yourcustomers are playingsomewhereelse…
    • 5. … so youneed to knowwhere the conversations are taking place now…
    • 6. © Daemon Group 2008
      (Remember: yourcompany’sReputationdoesnotjustdepend on you….)
      Source: http://www.slideshare.net/DaemonDigital/digital-reputation-management
    • 7. … butbeingperfectlyrecognizablethroughout time and actions
    • 8. Haveyoureadthis? Social Profiling: The Forrester approach
    • 9. 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
    • 10. ReputationStages:
      Listen, Pulse
      Analyze
      EstablishConversations
    • 11. Case: Skittles
      They “moved” to social networks
      Initially: hugesuccess
      Challenges:
      “Profane Tweets”
      ROI
      “Buzz”?
      Strategic?
    • 12. Butthiswasjustthefirstearthquake!
    • 13. Second: whatyou do isregistered and recorded
    • 14. 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.
    • 15. Dude, you’renotplanningtouploadthispicturetoFacebook, right?
    • 16. 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
    • 17. But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?
    • 18. Architecture of a Social Media MonitoringTool
    • 19. Whatyoucan’tseeorhear, can’tbeanalyzed
    • 20. Importance of howweaccessdatasources
    • 21. Summarizing: knowyourcustomerfromeverypossiblepoint of view
    • 22. 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?
    • 23. You’velistenedalready.
      Analyze and, ifyoufeellikeit, let’s TALK
      Justo Hidalgo
      VP Product Management and Consulting
      (justohidalgo@denodo.com)
      (http://www.linkedin.com/in/justohidalgo)
    • 24. Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe search.creativecommons.org site, whichprovidesimageswith CC licensing
      Credits

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