Social Tools Super Session | Social Pro 2015
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The CEO of MMI Agency Benjamin Spiegel speaks about social tools in the marketing context. Presented at Social Pro Conference in Las Vegas. The marketing field has become a crowded one. With such an immense amount of money being spent on social networking, social tools have become a prevalent engine to discover resources. Mr. Spiegel argues that all these tools are unnecessary and expensive, only a few are actually required. His presentation encompasses some tips and tricks to make your setup affordable and effective. His setup includes Knime, Spitfire, Amazon RDS, Amazon EC2, and API keys.
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Social Tools Super Session | Social Pro 2015
- 1. SOCIAL TOOLS SUPER SESSION Benjamin Spiegel CEO, MMI Agency @NXFXCOM #SocialPro #24A @nxfxcom
- 2. @nxfxcom#SocialPro #24A Tools Toys are cool.
- 3. “Social network ad spending hit $35.98 billion worldwide in 2017.” @nxfxcom#SocialPro #24A
- 4. @nxfxcom#SocialPro #24A SOCIAL NETWORK AD SPENDING (BILLIIONS) 2015 2016 2017 North America $10.10 $12.67 $15.15 Asia-Pacific $7.40 $9.66 $11.91 Western Europe $4.74 $5.82 $6.85 Latin America $0.68 $0.85 $1.00 Central & Eastern Europe $0.61 $0.70 $0.79 Middle East & Africa $0.16 $0.22 $0.28 Worldwide $23.68 $29.91 $35.98 SOCIAL NETWORK AD SPENDING GROWTH (% CHANGE) 2015 2016 2017 Middle East & Africa 52.4% 33.9% 27.4% Asia-Pacific 42.7% 30.6% 23.3% North America 31.0% 25.5% 19.6% Western Europe 28.9% 22.8% 17.7% Latin America 24.2% 25.0% 17.9% Central & Eastern Europe 18.0% 14.4% 13.0% Worldwide 33.5% 26.3% 20.3% Social Network Ad Spending Worldwide, by Region, 2015-2017 Note: includes paid advertising appearing within social networks, social network games and social network apps; excludes spending by marketers that goes toward developing or maintaining a social network presence; numbers may not add up to total due to rounding Source: eMarketer, April 2015
- 6. @nxfxcom#SocialPro #24A © LUMA Partners LLC 2015 Gamification SOCIAL LUMAscape Social Data Community Platforms Social/Mobile Apps & Games Social Networks - Other Social Search & Browsing Social Commerce Platforms Analytics Social Promotion Platforms Social Publishing Platforms Social Marketing Management Twitter Apps Facebook Gaming Facebook Apps Content Curation URL Shorteners Stream Platforms Traditional Publishers Social Business Software Content Sharing (Reviews/Q&A/Docs) Image/Video Sharing Blogging Platforms External (Customer) Facing Internal (Employee) Facing Social Ad Networks Social Intelligence Social Scoring Social TV Social Referral M A R K E T E R C O N S U M E RSocial Shopping Social Advertising Platforms Social Login/Sharing Social Content & Forums Denotes acquired company Denotes shuttered company Advocate Platforms Social Branded Video
- 9. @nxfxcom#SocialPro #24A I hate tools!
- 10. @nxfxcom#SocialPro #24A • cross platform integration • granularity • Al • cost • data ownership • facebook = facebook • reporting • realtime insights bs why?
- 11. @nxfxcom#SocialPro #24A Social tools cost up to $20k/brand/month
- 12. My only tool: Knime @nxfxcom#SocialPro #24A
- 15. @nxfxcom What it does #SocialPro #24A
- 16. @nxfxcom Twitter in 20 seconds #SocialPro #24A
- 18. Real-time events - Shell Houston Open @nxfxcom • Real-time content • Simultaneous activities • Multiple real-time platforms • PR, social, analytics, radio, TV and physical activation #SocialPro #24A
- 19. Experiential social - ”Until 20” @nxfxcom • Flexible demands (line length) • Multiple competitors - film festival • Location-based media support • POS integration/bidding #SocialPro #24A
- 20. Digital launch - Boogie Wipes @nxfxcom • Multiplatform launch • Dynamic paid support • Minute-by-minute cross-platform tracking • Real-time content creation • CRM Integration #SocialPro #24A
- 21. @nxfxcom#SocialPro #24A Solution: build your own
- 22. Six reasons to build your own mega awesome incredible social mastery AI Big Data real-time tool @nxfxcom#SocialPro #24A
- 23. @nxfxcom#SocialPro #24A 1.Get the details you want.
- 24. @nxfxcom#SocialPro #24A 2. Output any way you want.
- 25. @nxfxcom#SocialPro #24A 3. As often as you want.
- 26. @nxfxcom#SocialPro #24A 4. Harvest the data.
- 27. @nxfxcom#SocialPro #24A 5. Build profiles.
- 28. @nxfxcom#SocialPro #24A 6. Get competitive advantage.
- 30. Tool building 101 - it’s easy @nxfxcom#SocialPro #24A
- 31. 1. Pick an API. @nxfxcom#SocialPro #24A
- 32. 2. Load data from API. @nxfxcom#SocialPro #24A
- 34. 4. Do stuff with data. @nxfxcom#SocialPro #24A
- 36. @nxfxcom 1. Pick an API. https://developers.facebook.com/tools/explorer/ #SocialPro #24A
- 37. @nxfxcom 2. Load data from API. https://graph.facebook.com/searchmarketingexpo/feed #SocialPro #24A
- 39. @nxfxcom 4. Do stuff with data. http://www.wordle.net/create #SocialPro #24A
- 40. What you need to build your own @nxfxcom#SocialPro #24A
- 41. @nxfxcom#SocialPro #24A 1. Goals - define the outcome
- 42. @nxfxcom#SocialPro #24A 2. Geek(ish) - JSON, API, CSV, JS and HTML
- 43. @nxfxcom#SocialPro #24A 3. ETL - extract transform load
- 44. @nxfxcom#SocialPro #24A 4. Storage - where to keep it
- 45. Putting it all together @nxfxcom#SocialPro #24A
- 46. Our setup @nxfxcom • Running small EC2 • Scheduled jobs • Backup • API calls • Data extractions • Transformations • Q&A • Text analytics • Modeling • Alerts • Data storage • Aggregation • Data preparation • Data serving • Visualization • Modeling • Analysis • Reporting • Delivery #SocialPro #24A
- 48. Cloud-solution cost @nxfxcom Knime platform Free Spotfire/Tableau $0-$200/month Amazon RDS $24/month Amazon EC2 $24/month API keys Free TOTAL $50-$250/month #SocialPro #24A
- 49. Things you can do @nxfxcom#SocialPro #24A
- 51. What to do tomorrow @nxfxcom • Knime - https://www.knime.org • Facebook API key - https://developers.facebook.com • Twitter API key - https://dev.twitter.com • (Free) Amazon instance - https://aws.amazon.com/free/ • Spotfire trial - http://spotfire.tibco.com/trial • Tableau trial - http://www.tableau.com/products/trial #SocialPro #24A
Editor's Notes
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space?
- Freddy
- Freddy
- Freddy
- cross platform integration 2. granularity 3. AI 4. cost 5. data ownership 6. facebook = facebook 7. reporting 8. realtime insights bs…
- Freddy
- Freddy
- Even if your brand isn’t the title sponsor of an event, there are ways to create the conversation. Step one is to assess the event’s audience and decide if there is a relative tie-in to your brand. Ask yourself (and answer honestly)… Do you have the right to play in this space?
- Event time is hectic, so having an engagement plan in place before and during your event is essential.
- Event time is hectic, so having an engagement plan in place before and during your event is essential.
- Having a dedicated social media team is key. Mistakes can happen and opportunities can go by the wayside if you assign social media engagement responsibilities to someone who is already managing something else, such as event logistics.
- Post-event, remember to assess the effectiveness of your initiatives, and review any ways in which you might enhance your brand’s reach and resonance the next time around. When driven by ongoing research, planning, collaboration and creativity, your leveraging of event sponsorships through live social media engagement can pay off handsomely, helping to shape and share the moments that become most memorable to consumers.
- Before the event, listen to online conversations long in advance of event day to identify key conversation topics and opportunities. This ears-to-the-ground approach can facilitate conversations with ambassadors who will build excitement for your brand. MMI Agency has managed the Shell Houston Open on behalf of Shell Oil Company for several years. (screenshot of conversation topics most prevalent during the 2015 tournament)