1. Bringing balance to the force…
The case for pulling data before pushing content
Malcolm De Leo
Chief Evangelist
@innovationmuse
Innovationmuse.blogspot.com
1 | Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.

2. Social Media Listening’s Business Reality
The cultural conundrum
public
• Consumers
trust social
data for
adoption
decisions
business
• Businesses
are lagging in
Social Media maturity
their trust
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3. To push or to pull?
Which one first is the question…
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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…
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5. Why is pull important?
Use Case Type
Trending
Search for lead user insights
Product Innovation
Have an informed product strategy
Brand Health Understand day by day emotion Social
Competitive Intel
Be proactive and targeted in messaging
Marketplace
Product Launch
Evaluate my campaign during and after More
Campaign Tracking
Improve your engagement effectiveness
Targeted
Push
Crisis Management Create a 360 view of the problem
Risk Management
Use knowledge to respond appropriately
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6. How do organizations think about pull?
The 4 Stages of Social “Pull” Effectiveness
Feature Oriented Content Oriented Accuracy & Quality Full Integration
Low Effectiveness
Unaware - Can you see it?
50% of market
Moderate Effectiveness
Aware - How much can you see?
30%-35% of market (current market average)
High Effectiveness
Reactive - Is what you see trustworthy and actionable?
10%-15% of market – market research firms
Pioneering
Proactive - Will it work with your business?
1-5% of market
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7. The Promotion: Steal a base…Steal a taco
This year…Doritoslocos Tacos instead of regular ones
10/12
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8. The Campaign: An Overview…
Amongst all Taco Bell chatter…we can see the promotion!!!
Volume Rises
Sentiment Rises
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9. The Campaign: Zooming In
A successful promotion with great results
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10. BUT Hurricane Sandy RAINS on Taco Bell’s Parade…
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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- 10/28
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12. If you know…you can decide what to do
Looking at the deepest level the issue is trending upward
10/27 to 10/29
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13. Proactive Customer Service at its finest…
Taco Bell chooses the proactive approach to ensure success!
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14. Why become a champion of balance in the FORCE?
Pulling will elevate a program to new heights
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