Social media explorer Social Media Presentation

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  • Can you see it? Can u measure it? – In the darkCan I see it and do I have everything? - AwareCan I see it and do I have everything, is it good and can I act upon it? - ReactiveFull integration: I can pull this into everything what I can do – I ntegrate our data is our data – can I make it work with my bsuiness - Proactive
  • Social media explorer Social Media Presentation

    1. 1. Bringing balance to the force… The case for pulling data before pushing content Malcolm De Leo Chief Evangelist @innovationmuse Innovationmuse.blogspot.com1 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    2. 2. Social Media Listening’s Business RealityThe cultural conundrum public • Consumers trust social data for adoption decisions business • Businesses are lagging in Social Media maturity their trust2 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    3. 3. To push or to pull?Which one first is the question…3 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    4. 4. What is the marketplace’s current balance?The market continues to focus on creating content more than understanding it… Social 80% of Market Marketplace Insights Engagement Pull Push ROI Message Data Content Correlation Interaction ~20% of Corporate Market Landscape Our need to understand only grows as the total volume continues to accelerate…4 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    5. 5. Why is pull important? Use Case TypeTrending Search for lead user insightsProduct Innovation Have an informed product strategyBrand Health Understand day by day emotion SocialCompetitive Intel Be proactive and targeted in messaging MarketplaceProduct Launch Evaluate my campaign during and after MoreCampaign Tracking Improve your engagement effectiveness Targeted PushCrisis Management Create a 360 view of the problemRisk Management Use knowledge to respond appropriately 5 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    6. 6. How do organizations think about pull? The 4 Stages of Social “Pull” Effectiveness Feature Oriented Content Oriented Accuracy & Quality Full IntegrationLow EffectivenessUnaware - Can you see it?50% of marketModerate EffectivenessAware - How much can you see?30%-35% of market (current market average)High EffectivenessReactive - Is what you see trustworthy and actionable?10%-15% of market – market research firmsPioneeringProactive - Will it work with your business?1-5% of market 6 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    7. 7. The Promotion: Steal a base…Steal a tacoThis year…Doritoslocos Tacos instead of regular ones 10/127 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    8. 8. The Campaign: An Overview…Amongst all Taco Bell chatter…we can see the promotion!!! Volume Rises Sentiment Rises8 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    9. 9. The Campaign: Zooming InA successful promotion with great results9 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    10. 10. BUT Hurricane Sandy RAINS on Taco Bell’s Parade…10 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    11. 11. Does this problem rise up within the data?The issue at a campaign level is emerging Themes – 10/28 Viral Look- 10/28 Hashtags – 10/28 Geographic Look- 10/2811 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    12. 12. If you know…you can decide what to doLooking at the deepest level the issue is trending upward 10/27 to 10/2912 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    13. 13. Proactive Customer Service at its finest…Taco Bell chooses the proactive approach to ensure success!13 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.
    14. 14. Why become a champion of balance in the FORCE?Pulling will elevate a program to new heights 14 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

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