Monetizing the social web, March 2013


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Social media measurement needs to be much more than simplistically measuring dumb volume. Mapping social media content and individuals to the organization is the necessary prelude to making creating real value from the social web - more revenue, stronger customer relationships, better service levels, and more. You define value, and we can help you find that value on the social web.

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Monetizing the social web, March 2013

  1. 1. Commercial value from the social web New thinking, new methods...results today!© DIGIVIZER PTY LTD 2013
  2. 2. In March 2013 DIGIVIZER presented to the iLEAD Talent Exchange program… a mentor program for senior leaders in Australia’s security sector…© DIGIVIZER PTY LTD 2013
  3. 3. The brief was to answer… Where is social media tracking? What are the latest social media trends? And how can organizations monetize social media?© DIGIVIZER PTY LTD 2013
  4. 4. Social media always start out as a comment here, a post there…© DIGIVIZER PTY LTD 2013
  5. 5. and seemingly move quickly to a confused collection of overwhelming ‘noise’… …that begs two obvious questions:© DIGIVIZER PTY LTD 2013
  6. 6. What does this mean for my organization? How do I make money from this?© DIGIVIZER PTY LTD 2013
  7. 7. Social media are now about… more than just measurement…© DIGIVIZER PTY LTD 2013
  8. 8. Social media are now about… uncovering the hidden truth (insights) behind the conversations... scaled up to the millions of people using the social web... and scaled down to the individual... mapped to your database...© DIGIVIZER PTY LTD 2013
  9. 9. with actionable insights and trigger- based leads© DIGIVIZER PTY LTD 2013
  10. 10. An analogy... You want to get into the minds of drivers of a particular brand of car... AutoMoto© DIGIVIZER PTY LTD 2013
  11. 11. You start by counting the number of AutoMotos using the Sydney Harbour Bridge at rush hour, on a Tuesday...© DIGIVIZER PTY LTD 2013
  12. 12. This provides you with a snapshot... You can extend the measurement to every weekday in-bound at rush hour... You can count those leaving in the evening...© DIGIVIZER PTY LTD 2013
  13. 13. You can set up cameras to monitor the AutoMoto logo on the bonnet, and the AutoMoto word on the rear of every car using the Sydney Harbour Bridge, in both directions, 24 hours a day for a week...© DIGIVIZER PTY LTD 2013
  14. 14. You can then extrapolate if you want to... (but now youre using educated guesswork...)© DIGIVIZER PTY LTD 2013
  15. 15. So you have cameras monitoring the Bridge continuously... and you are so pleased with the measurement of traffic volume that you decide to add other car brands to draw comparisons... and you decide to add all the other bridges in Sydney...© DIGIVIZER PTY LTD 2013
  16. 16. And the results are: Month 1: you know how many AutoMoto drivers cross Sydneys bridges. Lets say its 20,000. Month 2: you know how many AutoMoto drivers cross Sydneys bridges. Lets say its 21,005. Month 3: you know how many AutoMoto drivers cross Sydneys bridges. Lets say its 19,994.© DIGIVIZER PTY LTD 2013
  17. 17. So what?© DIGIVIZER PTY LTD 2013
  18. 18. So what? You still only have a static snapshot… All you know are numbers: cars into the city, out of the city, by route, by day...© DIGIVIZER PTY LTD 2013
  19. 19. So what? All youve done is measure dumb volume. You do not know whats in the minds of any of the drivers, let alone each and every driver...© DIGIVIZER PTY LTD 2013
  20. 20. So what? Nor do you have any connection with this simplistic volume... What are their names? Does AutoMoto service the cars or not? Who are their dealers?© DIGIVIZER PTY LTD 2013
  21. 21. Why do they drive an AutoMoto? Why do they make the journey? Are they happy with their car? Why? Why not? What do they need to service their car? And which of these people are looking to upgrade to a new model, or for a different type of vehicle?© DIGIVIZER PTY LTD 2013
  22. 22. What you cannot do… You cannot make decisions... You cannot measure the return on the measurement investment youve just made... You cannot make money...© DIGIVIZER PTY LTD 2013
  23. 23. Now… Replace AutoMotos on bridges with social media channels…© DIGIVIZER PTY LTD 2013
  24. 24. You can now… gather the insights, the hidden truths, behind the conversations on the social web... for the whole of Australia... mapped to your database© DIGIVIZER PTY LTD 2013
  25. 25. You can now… replace the thousands of drivers with millions of Australians using the social web... replace camera on bridges with DIGIVIZER technology... replace the gap between the number plates and the customer database with a DIGIVERSE mapped to your database© DIGIVIZER PTY LTD 2013
  26. 26. You can now… finally...replace aggregated static numbers with dynamic, real-time updates, and… with trigger-based leads and actionable insight for every individual car owner© DIGIVIZER PTY LTD 2013
  27. 27. How it works...© DIGIVIZER PTY LTD 2013
  28. 28. Connecting social media channels to your existing database…© DIGIVIZER PTY LTD 2013
  29. 29. Map people talking on the social web to a customer database… and deliver real-time, relevant customer insights and lead triggers for instant action© DIGIVIZER PTY LTD 2013
  30. 30. DIGIVIZER untangles the complexity of the social web How social are your customers? What is being said? customers What can we learn What topics are brands about each of them? being discussed? people content influencers Who can we How do they feel meaningfully about these? spaces connections engage? How do messages networks communities spread? What happens when people get together? Where and how are people connecting? New ways to unlock value from the social web© DIGIVIZER PTY LTD 2013
  31. 31. Mapping individuals to the social web… Data- Social bases platforms BRENDA WALLACE Age: 36 Discussion breakdown Influence score: 83 customers Gender: Female Topic A: UP 21.1% Avg Topic posts: 9.5/week Topic B: STABLE Contribu ons on topic A: 51.1% Loca on: Melbourne Topic C: DOWN 5.8% Sen ment tendency: 14:37:49 Educa on: Postgraduate Engagement ra ng: 4.2 Employment Status; Full me originate" Personal topics 5" 4" Industry: IT/technical 1. Kids: ***** 3" 2" Marital status: Married 2. Study: **** 1" mobilize" 0" locate" Children: Yes 3. Home: ** + others prospects accelerate" poweredbyy © DIGIVIZER PTY LTD 2013
  32. 32. …to create real-time leads based on social events and triggers Mapped Triggers from Relevant and timely individuals social platforms leads to action YOUR CRM ENGINE Operational systems In-bound touch points Customer database Contact decisions Data marts Out-bound touch points© DIGIVIZER PTY LTD 2013
  33. 33. Here’s what you now have… Social segmentation of attitudes, influence, segments... Behaviour of the media, around brands, topics, interests...© DIGIVIZER PTY LTD 2013
  34. 34. Here’s what you now have… Networks of influencers, how campaigns are linked... Analysis of what’s being said, by whom, to whom...© DIGIVIZER PTY LTD 2013
  35. 35. You can now map individuals to the social web© DIGIVIZER PTY LTD 2013
  36. 36. What this all means... Social powered marketing… getting the right message, to the right person, at the right time, with a real ROI Understanding the digital footprint of the people you know…and the people you should know Making money from the social web© DIGIVIZER PTY LTD 2013
  37. 37. In other words, you have… commercial value from the social web© DIGIVIZER PTY LTD 2013
  38. 38. Emma Lo Russo 0419 203 458 Alan Smith 0404 432 700© DIGIVIZER PTY LTD 2013