The Data Behind Social
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The Data Behind Social

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No two companies are alike – and their social media strategy shouldn’t be either. How do company values, key customers, and business goals transfer into implementation and success? How do you test,......

No two companies are alike – and their social media strategy shouldn’t be either. How do company values, key customers, and business goals transfer into implementation and success? How do you test, evaluate, and decide which programmes should continue and which should not?
This workshop will explore a set of data driven methodologies that use data already available in an organisation, and online, and how to apply metrics and experimentation to drive successful social media strategy.
The more you know about your own data, the more likely you are to develop programmes that your customers and employees will actually use.

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Transcript

  • 1. building the open enterprise
  • 2. “Building the
    open enterprise”
    Analysis
    DATA
    Social
    Mobile
    Cloud
  • 3. “I see companies in all industries using computers to accomplish three broad and deep transformations: they're becoming more scientific, more orchestrated, and more self-organizing.”
    Andrew McAfee, principal research scientist
    Center for Digital Business
    MIT Sloan School of Management
  • 4. B2B activity has moved from experimental to routine
    >70%
    83%
    Of B2B prospect buyers start their journey with search
    Of B2B buyers research online
    of executives ranked Search Engines as an important information source – higher than any other on/offline resource
    of executives now consume 75% of their work-related media electronically
    64%
    55%
    51%
    Of B2B buyers purchase online
    77%
    of all business decision makers use at least one B2B digital delivery mechanism *for work
    82%
    of B2B tech decision makers use social media on the job
    73%
    of IT buyers in SMBs use online videos as part of their research
    4
  • 5. Social Referral Traffic
  • 6. Social vs Search
  • 7. In the last sixty seconds…
  • 8. Data Sources
    • Attention
    Clicks, Transactions
    • Intention
    Search
    • Situation
    Geo-location
    Device
    • Connection
    Social graph
  • 9. Add the 4 C’s to the 4 P’s
    (product, price, place, promotion)
    Content (thesubject)
    Context (relationship – inquired, bought, recommended)
    Connection(she asked Amazon to email her friend)
    Conversation(creation of community through communication)
  • 10. Social Data Revolution
    Data-driven experimentation that drives business decision making:
    Credit card company that uses LinkedIn profiles to evaluate credit applications
    Insurance company that uses Facebook to weigh fraud risk
    B2B IT company that uses social network participation as element in scoring sales leads
  • 11. SE(O) in the Old and New
    Search Engine
    Google #1 Source of Traffic
    The old competencies:
    Relevant content
    Updated content
    Focus on keywords
    Inbound/Outbound links
    The old lead generation
    Forms submission
    Response
    Email, phone call
    Social Engagement
    Twitter/FB #1 Source of Traffic
    The new competencies:
    Inform
    Support
    Connect
    Collaborate
    The new lead generation
    Conversation
    Response
    Post, comment, tweet
  • 12. Influence vs Communications
    Organization
    Audience
    Organization
    Audience
    Communication model of the past 50 years
    “Free” media
    (PR / media relations)
    Paid media
    (advertising, publishing)
    Emerging New Model
  • 13. Step into the stream
    Listen
    Respond
    Analysis
    Instrumentation
    Evaluate for relevance
    Legal
    Technical
    Context
    Ideation
    Refer
    Respond
  • 14. Scientific Method
    Problem
    Hypothesis
    Action
    Metrics
    Experiment
  • 15. Analytics Revolution
  • 16. Bit.ly
  • 17. Blogs/Forums