building the open enterprise<br />
“Building the<br />open enterprise”<br />Analysis<br />DATA<br />Social<br />Mobile<br />Cloud<br />
“I see companies in all industries using computers to accomplish three broad and deep transformations: they're becoming mo...
B2B activity has moved from experimental to routine<br />>70%<br />83%<br />Of B2B prospect buyers start their journey wit...
Social Referral Traffic<br />
Social vs Search<br />
In the last sixty seconds…<br />
Data Sources<br /><ul><li>Attention</li></ul>Clicks, Transactions<br /><ul><li>Intention</li></ul>  Search<br /><ul><li>Si...
Add the 4 C’s to the 4 P’s  <br />(product, price, place, promotion)<br />Content (thesubject)<br />	Context (relationship...
Social Data Revolution<br />Data-driven experimentation that drives business decision making:<br />Credit card company tha...
SE(O) in the Old and New<br />Search Engine<br />Google #1 Source of Traffic<br />The old competencies:<br />Relevant cont...
Influence vs Communications<br />Organization<br />Audience<br />Organization<br />Audience<br />Communication model of th...
Step into the stream<br />Listen<br />Respond<br />Analysis<br />Instrumentation<br />Evaluate for relevance<br />Legal<br...
Scientific Method<br />Problem<br />Hypothesis<br />Action<br />Metrics<br />Experiment<br />
Analytics Revolution<br />
Bit.ly<br />
Blogs/Forums<br />
The Data Behind Social
The Data Behind Social
The Data Behind Social
The Data Behind Social
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, 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 of "The Data Behind Social"

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