1. Harness the Power of
Social Data
to Grow Your Business
Pam Didner (@pamdidner)
Global Integrated Marketing Manager
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2. Intel Uses Various Social Media Tools
Publication, Engagement and Moderation Tools
Analytics Tools
Listening and Monitoring Tools
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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 Support
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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
Networks
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5. Fragmented Social Data
Lack 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 Box
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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 Documents
Source: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.
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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 Documents
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9. A Quick Case Study: Aid Strategy Setting
Annual Planning in 2011
Q: Should Intel launch a cloud computing campaign?
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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 Documents
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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 Tools
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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 Countries
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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 2,895
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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.
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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 & Science
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