5 ways to make big data small, presented by Sharon Crost

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In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity

She also shares how they leverage that information to nurture customers through an online journey.

Published in: Social Media, Technology, Business
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5 ways to make big data small, presented by Sharon Crost

  1. 1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO 5 ways to make big data small SHARON CROST HITACHI DATA SYSTEMS DECEMBER 9–11, 2013
  2. 2. 5 WAYS TO MAKE BIG DATA SMALL HITACHI DATA SYSTEMS SHARON CROST @SHARONHDS
  3. 3. THIS IS OUR BUYER’S JOURNEY
  4. 4. BRAND’S DATA HAS GONE VIRAL SlideShare YouTube FacebookTwitter
  5. 5. GOT BUZZ! @SharonHDS
  6. 6. THE FUTURE OF BIG DATA GOES BIG 1. Who is out there? 2. Is anyone influential? 3. What content is relevant? 4. Any intelligent insight? 5. How do I get business impact? ? @SharonHDS
  7. 7. 1. WHO’S OUT THERE? Views of Slideshare “Big Data” “Slidecast” reach over 20,000 in about a week @SharonHDS
  8. 8. 1. FEELING THE LOVE “Can you feel the love tonight? The peace the evening brings The world, for once, in perfect harmony With all its living things” –Tim Rice @SharonHDS
  9. 9. FEELING THE LOVE AWARENESS CONSIDERATION
  10. 10. 2. IS ANYONE INFLUENTIAL? Number of Twitter Followers – Hitachi Data Systems Brand and Employee Accounts Our friends and family account for 87% of top followers, HDSCorp is only 13% of conversation @SharonHDS
  11. 11. 2. YOU’VE GOT A FRIEND Number of Twitter Followers – Hitachi Data Systems Brand and Employee Accounts “ There isn't anything I wouldn't do for you
We stick together and see it through 'Cause you've got a friend in me” –Randy Newman @SharonHDS
  12. 12. YOU’VE GOT A FRIEND IN ME HDSCORP Subject Experts Functional Communities Topical Communities Partners Brand Enthusiasts Social Sponsors Weekly content schedule Internal Content Platform HDS Hub and Spoke Model
  13. 13. 3. WHAT CONTENT IS RELEVANT?
  14. 14. 3. WISH UPON A STAR “Like a bolt out of the blue Fate steps in and sees you through When you wish upon a star Your dreams come true” –Leigh Harline and Ned Washington
  15. 15. WHEN YOU WISH UPON A STAR Organic Reach 2349 Paid Reach 51,000 Putting extra thrust on performing conversation can give uplifts of over 20X organic performance
  16. 16. 4. IS THERE INSIGHT IN THIS BIG DATA? >50% Data is unstructured Big Data mashups turn data into insight
  17. 17. 4. A WHOLE NEW WORLD “A whole new world A new fantastic point of view No one to tell us no Or where to go Or say we're only dreaming” –Tim Rice
  18. 18. A WHOLE NEW WORLD Twitter (API) Sentiment analysis Event calendar Competitors Search terms
  19. 19. A WHOLE NEW WORLD Content Insight • Key search terms • Share of Voice Buzz Insight • Industry events • Volume of Conversation Competitive Insight • Negative social sentiment • Competitive Conversation Shed light onto >50% unstructured data
  20. 20. 5. HOW DO I GET BUSINESS IMPACT?
  21. 21. 5. A SPOONFUL OF SUGAR Videos: Vision in Action Our success in 2013 and our trajectory for 2014 are the result of a clear vision and the ability to execute on our strategy. Our vision is to create a better world through social innovation technologies. Our strategy for achieving that vision centers on helping customers turn data into valuable information. “Just a spoonful of sugar helps the medicine go down In a most delightful way” –Robert B. Sherman and Richard M. Sherman
  22. 22. SPOONFUL OF SUGAR Week 1 Week 2 Week 3 Small data is win win – if it’s good news you get thriving stakeholdersand if not, you get budget
  23. 23. THE DATA THAT DRIVES OUR WORLD Who is out there? Who is influential? What content is relevant? Is there insight in this data? How can I impact the business?
  24. 24. 5 WAYS WE BRING BIG SMALL Can you feel the love? You’ve got a Friend in Me Wish Upon a Star A Whole New World A Spoonful of Sugar
  25. 25. AMAZING JOURNEY WITH CUSTOMER Nurture right % of 20,000 87% Closer Relationship Insight from >50% unstructured data 200% ROI Boosts 20X ROI Boosts 52 Stakeholder Touchpoints Each Year
  26. 26. IT’S A SMALL WORLD AFTER ALL ♪♬♪ ♩♬ ♪ “It’s a world of laughter, A world of tears It’s a world of hopes, And a world of fears. There’s so much that we share, That it’s time we’re aware, It’s a small world after all” –Robert B. Sherman and Richard M. Sherman
  27. 27. SHARON.CROST@HDS.COM @SharonHDS on Twitter QR.HDS.COM/SharonCrost www.linkedin.com/in/sharoncrost THANK YOU
  28. 28. HDS BIG DATA PLAYLIST - CREDITS ♪♬♪ ♩♬ ♪ Song Artist Film Can you feel the love tonight Music by Elton John, Lyrics by Tim Rice The Lion King You’ve Got a Friend In Me Randy Newman Toy Story When You Wish Upon A Star Leigh Harline and Ned Washington Pinocchio A Whole New World Tim Rice Aladdin A Spoonful of Sugar Robert B. Sherman, Richard M. Sherman Mary Poppins It’s a Small World Robert B. Sherman, Richard M. Sherman
  29. 29. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO Learn more about past and upcoming events DECEMBER 9–11, 2013 SOCIALMEDIA.ORG/EVENTS

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