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?

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  • Fuente:
  • 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 , 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

    1. 1. DIGITAL FOOTPRINT AND <br />SOCIAL MEDIA<br />Justo Hidalgo<br />Vice President, Product Management and Consulting<br />
    2. 2. There are twoearthquakesgoingon<br />
    3. 3. First: yourcustomersdon’tplay in your home anymore<br />… and thismeansthat…<br />
    4. 4. … yourcustomers are playingsomewhereelse…<br />
    5. 5. … so youneed to knowwhere the conversations are taking place now…<br />
    6. 6. © Daemon Group 2008<br />(Remember: yourcompany’sReputationdoesnotjustdepend on you….)<br />Source:<br />
    7. 7. … butbeingperfectlyrecognizablethroughout time and actions<br />
    8. 8. Haveyoureadthis? Social Profiling: The Forrester approach<br />
    9. 9. Thisis a summary of theGroundswell<br />Creators<br />Critics<br />How people use Social Technologies:<br />Creators: generate social content<br />Critics: respondtothecontent<br />Collectors: organizeinformationforthemselves<br />Joiners: are connectedthrough social networks<br />Spectators: consume social content<br />Inactives: don’tcreate, don’t consume<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
    10. 10. ReputationStages:<br />Listen, Pulse<br />Analyze<br />EstablishConversations<br />
    11. 11. Case: Skittles<br />They “moved” to social networks<br />Initially: hugesuccess<br />Challenges:<br />“Profane Tweets” <br />ROI<br />“Buzz”?<br />Strategic?<br />
    12. 12. Butthiswasjustthefirstearthquake!<br />
    13. 13. Second: whatyou do isregistered and recorded<br />
    14. 14. The Big Mistake<br />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.<br />
    15. 15. Dude, you’renotplanningtouploadthispicturetoFacebook, right?<br />
    16. 16. Butlet’sthink “Corporate”<br />Thenetworktells me what my customers are thinkingabout me<br />Thenetworklets me influenceon my customers’ decisions<br />Thenetworkallows me toknowwhat my competition’scustomerssayaboutthem<br />Thenetworklets me influenceon THEIR customers<br />The networklets me answer my customers more efficientlyand appropriately<br />
    17. 17. But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?<br />
    18. 18. Architecture of a Social Media MonitoringTool<br />
    19. 19. Whatyoucan’tseeorhear, can’tbeanalyzed<br />
    20. 20. Importance of howweaccessdatasources<br />
    21. 21. Summarizing: knowyourcustomerfromeverypossiblepoint of view<br />
    22. 22. Conclusions<br />Technologyisadvancingenormously (surprise!)<br />Everycompanymust decide therythm of adoption of new technologiesfromthefollowingpoints of view:<br />Strategy(where do wewant the company to go to)<br />Tactic (wherecan’t I avoid my companyfromgoing)<br />But… MARKETS ARE CONVERSATIONS<br />… and a greatdeal of thatconversationtakes place in thenetwork<br />How can I obtainenoughinformationtostartlistening?<br />
    23. 23. You’velistenedalready. <br />Analyze and, ifyoufeellikeit, let’s TALK<br />Justo Hidalgo<br />VP Product Management and Consulting<br />( <br />( <br />
    24. 24. Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe site, whichprovidesimageswith CC licensing<br />Credits<br />