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Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
Harness the Power of Social Data to Grow Your Business
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Harness the Power of Social Data to Grow Your Business

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  • 1. Harness the Power of Social Data to Grow Your Business Pam Didner (@pamdidner) Global Integrated Marketing Manager1
  • 2. Intel Uses Various Social Media Tools Publication, Engagement and Moderation Tools Analytics Tools Listening and Monitoring Tools2
  • 3. How We Use the Tools Track Reach, Engagement and Advocacy Monitor Conversation, Share of Voice and Sentiment Measure the Performance of Content Optimize Posting Time and Frequency Aid Customer Support3
  • 4. Standard Social Media Metrics Section Definition High-level Metrics Data Sources (Tools / Networks) Experience Reach •  Volume of Exposures •  Impressions •  Ad Platforms •  Active Participation •  Clicks •  Insights •  Views •  Facebook •  Twitter •  YouTube •  LinkedIn •  Google+ Light Engagement •  Simple Participation •  Fan Conversions •  Publishing Tools •  Low-effort Interactions •  Liking, Favoriting, +1 •  Virtue •  Sprinklr •  Viewing Content •  Hootsuite •  Simple Participation •  CMS Tools •  Virtue •  20+ Modules Heavy Engagement •  Deep Interactions •  Commenting •  Custom Agency Reports •  More Active •  Gameplay Metrics •  3rd Party App Developers •  Unique Participation •  Content Submissions Advocacy •  Actively Extending •  Sharing Reach into Advocate’s •  Retweeting Networks4
  • 5. Fragmented Social DataLack of Holistic Insight
  • 6. How do we gain holistic insights to aid strategy setting? Look Outside of the Box Think Outside of the Social Data Box6
  • 7. Social Data is part of Big Data... Google+ Facebook Mobile Phone / GPS Credit History Twitter Instagram Travel History Blogs Pinterest Real Estate Records Census Data External Sensor Data CRM Web Profiles Online Forums Web Feeds Sales Records SharePoint HR Records Sensor Data Financials Inventory Text DocumentsSource: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.7
  • 8. Pull Data from different quadrants Google+ Facebook Mobile Phone / GPS Credit History Twitter Instagram Travel History Blogs Pinterest Real Estate Records Census Data External Sensor Data CRM Web Profiles Online Forums Web Feeds Sales Records SharePoint HR Records Sensor Data Financials Inventory Text Documents8
  • 9. A Quick Case Study: Aid Strategy Setting Annual Planning in 2011 Q: Should Intel launch a cloud computing campaign?9
  • 10. Aid Strategy Setting by Pulling Data from Two Quadrants Mobile Phone / GPS Google+ Facebook Credit History Twitter Instagram Quant. Sysomos / Radiant 6 Travel History Research Listening / Monitoring Blogs Pinterest Real Estate Records Census Data External Sensor Data CRM Web Profiles Online Forums Web Feeds Sales Records SharePoint HR Records Sensor Data Financials Inventory Text Documents10
  • 11. Process to Harness the Power of Social Media Define the Problem to Be Solved Draw Define Your Assumptive Knowns and Insights Unknowns Test Find the Hypotheses Appropriate & Optimize Tools11
  • 12. Case Study: Aid Strategy Setting Process 1. Define what you Is Intel perceived as a thought leader in cloud computing? want to solve. How does Intel compare among industry leaders? Should Intel launch a cloud campaign? 2. Know your knowns Known: Major Leaders in Cloud Computing and unknowns. Known: Key Words for Search Unknown: What is the current Cloud Computing landscape? (Partly known) Unknown: Where does Intel stand? Intel’s share of voice? 3. Select appropriate Sysomos (Listening and Monitoring Tool) tools. On-line Survey in Three Countries12
  • 13. Social Listening: Share of Voice Share of Voice 3% 2% 0% 0% 10000 3% 0% 5% 8000 21% 6000 7% 8% 4000 17% 2000 10% 12% 12% 0 3-19 3-23 3-27 3-31 4-4 4-8 4-12 4-16 4-20 4-24 4-28 5-2 5-6 5-10 5-14 5-18 5-22 5-26 5-30 6-3 6-7 6-11 6-19 6-23 6-27 7-1 7-9 7-13 7-17 7-21 7-29 8-2 8-6 8-10 8-14 8-18 8-22 8-26 8-30 9-3 9-7 9-11 7-5 3-15 6-15 7-25 9-15 #7 A B C D E F Intel G H I J K L M 193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,89513
  • 14. 14
  • 15. Case Study: Aid Strategy Setting Process 4. Test hypotheses Sysomos: Filter un-relevant data, adjust key words and optimize. and testing different time frames. On-line survey: Determine aided and unaided results. 5. Draw assumptive Sysomos data doesn’t fully align with on-line insights. survey results. Intel is in the middle of the pack. Targeted audience is open to hear Intel’s cloud vision. Action: Introduce Intel’s cloud vision as a key strategic initiative.15
  • 16. Think Outside the Social Data Box 1: Marketing: Clearly define what you want to solve. 2: Science: Compare insights from multiple different quadrants. 3: Art: Apply judgments while continually optimizing. Marking is both Art & Science16

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