No matter what methodology you use…intelligence analysis is an iterative processYou Collect the data, Store it, Analyze it, and Distribute the end results to your organization in some usable format.
So how do you avoid some of these pitfalls and get useful intelligence from social media? The answer to that question, or partial answer at least is the focus of the remainder of the presentation.The key ingredients for a framework include Data Capture, Data Reporting and Data Analysis components. All of which are important but the Data Analysis components are the most interesting. :>
http://business.transworld.net/26458/features/the-north-faces-nate-bosshard-on-measuring-iphone-app-success/We went deeper with the information on each resort, added 24/48/72 hour reporting, added a global “top 10″ tab for people to see what spots are popping-off outside of their favorite resorts.Another feature we’re all super excited about is the addition of the global avalanche report. On the weather side we’ve partnered with Weather Underground and onthesnow.com as our main weather services. We found they deliver the most comprehensive weather reporting. We also made sure that it delivers for our global partners by setting up a metric-system default for people who download the application outside of the US.The biggest innovation for this new version; and a first in the world of apps, is the integration of Twitter as an enhancement to the reporting. We pulled in Twitter’s search API so users can see all conversations happening within Twitter about their favorite resorts without leaving the app. We even took it one step further and separated the conversation between the public and official resort Twitter streams. Users are also able to update their Twitter status from within the app and see what others are saying about their favorite resorts in real time.
http://itunes.apple.com/us/app/ge-moodcam/id369181839Change the mood of a photo with the GE MoodCam™! Take a picture of a room (or any scene!), then watch the mood change as you shift the lighting using the GE Moodometer™. Learn how to create the look at home, and even save a shopping list for a quick, easy way to find the right light bulbs in the lighting aisle
http://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-reportMeyer: Meyer Natural Beef produces meat without additional hormones orantibiotics, selling to consumers who are highly interested in knowing howtheir food is sourced and about the farms that produce it. By scanning aMicrosoft Tag on the packaging, shoppers can capture in-depth informationabout these practices while they’re standing in the grocery aisle.Windermere is a real estate group that uses Microsoft Tags to provide moreinformation about properties for sale. When a prospective buyer scans amobile tag placed on a property’s ‘For Sale’ sign or a realtor’s print collateral,they are led to an inside tour of the particular home including additionalimagery, pricing and access to contact information.
http://www.rockymountainbride.com/ideasarticles/tabid/62/articleType/ArticleView/articleId/163/New-Target-iPhone-App-making-your-registry-even-easier.aspx“As our guests increasingly turn to their mobile phone as a virtual shopping assistant, we recognize the importance of creating innovative solutions that enable them to interact with Target anywhere and anytime.”Barcode Scanning: Guests can scan product barcodes with their iPhone camera to receive product information (pricing, ratings and reviews, and availability) while at home or shopping in a Target store. They can also add items to a TargetList or gift registry.
http://mashable.com/2011/03/23/starbucks-card-mobile-payments/http://mashable.com/2011/01/18/starbucks-mobile-payments/Starbucks Card Mobile [iTunes link] lets users add their Starbucks Cards, track rewards and reload cards as needed via PayPal or credit card. To pay with their phone, app users simply select “touch to pay” and hold up the barcode on their mobile device screen to the 2-D scanner at the register.Starbucks is using its own custom-built technology to enable the 2-D mobile barcode scans. The coffee retailer opted for barcode scanning over near field communication technology — which Google is exploring — because of its limited availability. The coffee retailer was reluctant to wait for a NFC ecosystem to develop when its customers have expressed interest in mobile payments now, according to Chuck Davidson, the category manager of innovation on the Starbucks Card team. “Once there are more users, we will adapt,” he says.In testing, Starbucks assessed the mobile payment option by measuring application speed, transaction speed and total customer wait time, says Brady Brewer, vice president of Starbucks Card and brand loyalty. In all instances, Starbucks Card Mobile was the fastest way for customers to pay.Starbucks is investing in mobile payments, an investment Davidson describes as modest in relation to expectations, because customers have requested the option and have shown a propensity to not only pay with Starbucks Cards — one in five transactions are made using a Starbucks Card — but frequently use their smartphones while waiting in line.
http://www.nytimes.com/2009/08/10/technology/10check.html?_r=1This example a little old (2009) but they were first:USAA, a privately held bank and insurance company, plans to update its iPhone application this week to introduce the check deposit feature, which requires a customer to photograph both sides of the check with the phone’s camera.“We’re essentially taking an image of the check, and once you hit the send button, that image is going into our deposit-taking system as any other check would,” said Wayne Peacock, a USAA executive vice president.Customers will not have to mail the check to the bank later; the deposit will be handled entirely electronically, and the bank suggests voiding the check and filing or discarding it. But to reduce the potential for fraud, only customers who are eligible for credit and have some type of insurance through USAA will be permitted to use the deposit feature. Mr. Peacock said that about 60 percent of the bank’s customers qualify.
http://adage.com/article/digital/kraft-hits-killer-app-iphone-marketing/133869/http://itunes.apple.com/us/app/ifood-assistant-by-kraft/id296246161?mt=8According to Ed Kaczmarek, director of innovation for new services as Kraft, as quoted by Ad Age, Kraft will use the data it gathers from the iFood Assistant to understand when and how consumers are shopping, what they’re making, and which ingredients they prefer. When iFood Assistant users log in to Kraft Foods before downloading recipes and shopping lists, information is sent directly to Kraft, allowing the company to determine which recipes are the most popular, and which ingredients are used most.Features:Ability to share your own and view other members’ recipes created on kraftrecipes.comCoupons – print, email or add to savings/loyalty card (in partnership with Coupons.com)Barcode scanning – easily add items to shopping list or search What’s on HandAbility to share recipes on FacebookNew homescreen design with access to more categories. Users can also customize the homescreen with “Dinner Tonight” or “Recipe of the Days”Print to HP wireless printer – recipes, shopping list, coupons (very cool, though more printers should be supported)Spotlight button with featured contentEnhanced Predictive search
UW TMMBA - ENTRE528 - Session 3 - 2013_0422
Spring 2013 | Entre 528Entre 528Social Media for ManagersSession 3April 22, 2013
Spring 2013 | Entre 528Today’s Schedule• Housekeeping / In the News• ~15 min: In the News• ~30-45 min: Social Media Analytics• ~30-45 min: Discussion – AssignmentsBreak• ~15-30 min: Lecture: Mobile• ~30 min: Lecture – Tools for Deeper Engagement• ~30-45 min Discussion – Projects in Motion2
Spring 2013 | Entre 528Today’s ScheduleDue Today• Review one social media tool or technology, test it out, andreview it for the Entre 528 blog.Community Management• Ways to improve engagement as we go into the least 2weeks.Social Media Analytics and Research• Overview: Frameworks and examples of Social MediaListening and Monitoring programs. Overview of socialmedia analytics philosophies.• In class work: Set up of basic analytics dashboards, discussionof tools you worked with and wrote about, discussion andreview of group work to date3
Spring 2013 | Entre 528- 200+ million users in 200 countries – techcrunch- Incredible amount of personal information- 10 million mo. unique visitors faster than anyindependent site in history – Sirona Consulting- 28.1% annual household income of $100K - ultralinx- 1+ billion monthly active users - facebook- 17 billion geo-tagged pictures & check-ins - gizmodo- 230+ million monthly active users - globalewebindex- 175 million tweets/day in 2012 – infographics labs- Google + button used 5 billion times/day - alltwitter- 625,000 new users on Google+ every day - alltwitter
Spring 2013 | Entre 528Intelligence Cycle• No matter what methodology you use…intelligence analysis is an iterative process.CollectStoreAnalyzeDistribute
Spring 2013 | Entre 528Analytic Framework• Data Capture• Data Reporting• Data Analysis– What to measure– What the data is saying– What should be done based on the dataSource: Avinash Kaushik, Occam’s Razor Blog http://www.kaushik.net/avinash/web-analytics-consulting-framework-smarter-decisions/CaptureReportAnalyze
Spring 2013 | Entre 528Why there’s no “right” social media analytics tool• Social media platforms change VERY fast• New social media platforms pop-up frequently• The boss is picky• Different industries have wildly differentneeds• Technical infrastructure is almost alwaysunderdeveloped• Data is useless without interpretation
Spring 2013 | Entre 528 http://www.slideshare.net/lmilic/smm-tools-excerpt-final2012-9-13667019
Spring 2013 | Entre 528• First, understand how your customer uses mobiletechnologies.• Think bigger than the marketing department –yourcustomers desire a full experience. Seek inputfrom marketing, sales, support, and loyaltyprograms• Use data types in combination for deadlyadvantage: social profiles, with location data withhistorical preferenceSummary41
Spring 2013 | Entre 528Facebook buys Instagram for $ 1 Billion“Facebook was scared xxxxless and knew that forfirst time in its life it arguably had a competitor thatcould not only eat its lunch, but also destroy itsfuture prospects. Why? Because Facebook isessentially about photos, and Instagram had foundand attacked Facebook’s achilles heel — mobilephoto sharing.” – Giga Omhttp://gigaom.com/2012/04/09/here-is-why-did-facebook-bought-instagram/
Spring 2013 | Entre 528• According to eMarketer’s updated analysis,United States mobile ad spend is expected toreach $2.61 billion in 2012 – adjusted from aprevious estimate of $1.8 billion.• The newly adjusted projection for ad spend in2012 in the U.S. is an 80 percent increase overlast year’s actual ad spend.http://pagewoo.com/mobile-stats/the-time-for-mobile-is-now-heres-why
Spring 2013 | Entre 528Photos on phone• The NPD Group released a study that foundsmartphones took 27 percent of photos in 2011, upfrom 17 percent from 2010.• Traditional cameras took just 44 percent, down from52 percent.• This move from traditional cameras to smartphonesfor capturing images has occurred, not coincidentally,as the cameras in our phones have become far moresophisticated, and as photo-based social networkshave gained popularity.
Spring 2013 | Entre 528Travel Apps• Travel apps rank 10th in the most downloaded applicationcategory.• They are making 3.56% of the total downloads, farbehind Games, Entertainment and Tools that representhalf of all downloaded apps.• It is expected that the number of consumers shiftingfrom online to mobile bookings will be larger and moresignificant than offline-to-online shift in bookings thathappened in the last decade.• This will be even more relevant in the emergingeconomies of India and China, where more than 50% ofthe users access the internet through their mobiledevices.
Spring 2013 | Entre 528North Face utility app Snow Report (andTrailhead) reach its target demographics52Snow Report users viewweather and snowupdates, as well as tweetsfrom and about theirfavorite resorts.
Spring 2013 | Entre 528Find the right bulb with GE’s Moodometer53
Spring 2013 | Entre 528Use QR codes to help prospects with their purchasingdecisionshttp://www.slideshare.net/PSFK/psfk-presents-future-of-mobile-tagging-report54Learn more about Meyer’snatural beef processes.Get a tour of Windermerereal estate properties.
Spring 2013 | Entre 528Target shoppers create wedding and babyshower registry lists – and share55
Spring 2013 | Entre 528Over 3M have paid with Starbuck’s mobile app56The mobile cardprogram was tested in2009, and found to bethe fastest way forcustomers to pay. It’savailable at 6800stores. Customerspurchase credit viaPayPal or credit card.
Spring 2013 | Entre 528USAA customers scan and deposit checks57In 2009, USAA was thefirst bank to launch amobile banking app withcheck deposit by scanfunctionality. Chasefollowed in 2010.
Spring 2013 | Entre 528Delta flyers board with e-boarding passes58The app allows flyers tocheck-in, use e-boarding passes,receive text alerts,rebook and cancelflights, and share flightdetails withfamily/friends.
Spring 2013 | Entre 528Starbucks partners with Foursquare to offerbarista badges and drink discounts to Mayors59
Spring 2013 | Entre 528Kraft’s top selling iFood app keeps cooks comingback with recipes, coupons, and sharing features60A top paid selling app,users come back for newrecipes and Kraftcoupons. In addition,Kraft gathers user datato understand customerbehaviors andpreferences.
Spring 2013 | Entre 528Next Class – Last one!• Panel Discussion: I bring some of my socialpeers to talk about what is exciting them inthe field today, and how to hire a team.• Present your final campaign learnings to theguests.– What you learned– What worked– What you’d do differently next time– Get feedback from guests
Spring 2013 | Entre 528What’s Due• I would like each individual to have tested onesocial media analytics tool and review it forthe Entre 528 Blog.• Final delivery of your Integrated Social MediaCampaign. One half of the final project gradewill be based on how well you achieved yourgoal. One half of the final project grade willbe based on your overall strategy andexecution.