This is the deck from the Big Data and Social Insights breakout session from the Becoming a Customer Company event on July 17th, 2013. For more information, please head to magnet360.com

1. SOCIAL BIG DATA =
ANALYTICAL
INFORMATION + SOCIAL
RESPONSES

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3. PRESENTERS—ROB SILAS
• Over 20 years of experience
in using data to drive strategy
• Founder of Numerical Truth,
Insights and Analytics
consultancy
• Areas of expertise: delivering
insights from marketing, CRM,
web analytics, and social
data, both structured and
unstructured
Rob Pix Here

4. WHEN YOU LEAVE TODAY, YOU WILL:
• Be able to identify the ―low hanging fruit‖ for Big
Data success at your company
• Know that Big Data success requires a plan tied
to business objectives, the ability to provide
insights, and leadership that understands both
• Hear examples of how companies are having
success with Big Data

5. AGENDA
• What is Big Data?
• The Value of Social Big Data
• Necessary for Success: Planning, Insights, the
Leader
• Using Big Data to Become a Customer
Company
• Case Studies
• Takeaways

6. WHAT IS BIG DATA?
Lisa Rosen
―Masses of data
that you don’t
know what to do
with‖
Svetlana Sicular
―Big data‖ is high-volume, -
velocity and -variety
information assets that
demand cost-effective,
innovative forms of
information processing for
enhanced insight and
decision making.

7. 2001
TEST YOUR BIG DATA KNOWLEDGE

8. Doug Laney
TEST YOUR BIG DATA KNOWLEDGE

9. IT’S POPULAR
380,000 Mentions of Big Data, Past 90 Days

10. B U S I N E S S + S O C I A L D ATA

11. THE VALUE OF SOCIAL BIG DATA

12. THE VALUE OF SOCIAL BIG DATA

13. NECESSARY FOR SUCCESS: PLANNING
Strategic
Planning
Sales
Marketing
Innovation
Customer
Service
• Industry
• Competitors
• Hot topics
• Trends
• Purchase intent
• Lead gen
• Funnel analysis
• Brand perception
• Brand reach
• Content strategy
• Product Development
• New opportunities
• Desired features
• Issue resolution
• Product performance
• Support trends
Insights
Business Value

14. • Insights =
relating data
findings to
business issues
• Need to look
deeper into data
to find insights:
use advanced
technology and
―creative‖
analysis
NECESSARY FOR SUCCESS: INSIGHTS

15. • Use the Analysis—Insights Framework:
- What: reporting on the numbers
- So What: practical application to a business
need/situation
- Now What: the actions to take based on the
analysis
NECESSARY FOR SUCCESS: INSIGHTS

16. NECESSARY FOR SUCCESS: THE LEADER
But asking Big Data the right questions isn’t just a new practice to
add to the management to-do list. Pulling it off requires a rethinking of
the manager’s role entirely. We’ve traditionally thought of
management as the discipline of managing people and
managing the business. Now it’s time to add “managing our
understanding” to the job description.
Ben Elowitz
CEO, Wetpaint
AllThingsD, 5/20/13
When it comes to dealing with Big Data, our skills haven’t evolved
as fast as our capacity. We all have a functional specialty, whether it
be content creation or distribution or sales or management — so
whose job is it to ask the right questions of the data? Big insights
and actions aren’t led by a data scientist; they are led by an
executive who has an integrated view of customers, products,
distribution and sales.

17. DETERMINING INSIGHTS AND APPLYING THEM

18. 79% of all Fresh
Take conversations
from women; most
commonly aged 25-
34
Fresh Take has 19%
share of voice (4,674
mentions). When
filtered for the voice of
the consumer, Fresh
Take has a 37%
share of voice
(2nd highest ).
Demographic
January 2012, there
have been 24,600
total posts around
Fresh Take and
competitors’ brands
Consumer
VoiceTotal
Post
Volume
OVERVIEW

19. RECAP OF FOUR SEGMENTS
Advance
Taste and Time
Innovator
Outcome and Taste
Oh That’s Cool
Skill and Wow Factor
Novice
Time and Skill Level
Novice
Oh That’s Cool
Innovator Advanced

20. TasteCostNew
Prep
Family
Repeat Buyers
REPEAT BUYERS

21. GROUPS OVER TIME
Advanced
Novice
Time
C
O
N
V
E
R
S
A
T
I
O
N

22. Is a group of
consumers that has a
need for a product
that is fast, easy,
simple, and cheap.
Cooking
Is a
Chore
Time
Price
8% at Launch 54% over time
NOVICE SEGMENT

23. This group is
looking for a simple,
cheap, fast, easy
product with fail
proof recipes.
Any negative
conversations from
this segment will be
focused on price—
they tend to be more
of a transactional
buyer
TIME
PRICE
Shops for products
that are tailored to
their inexperience in
the kitchen
Cooking
Is a
Chore
NOVICE KEY FACTORS

24. ―Cooking is not one of my favorite things. But,
give me something to make is simple, quick
and tasty and I’m all for it! If it’s a meal that my
family likes, even better. ‖
Connie Roberts –Blogger
http://brainfoggles.com, November 21, 2012
PROFILE OF A NOVICE

25. INTERACTIVE MAPPING

26. INTERACTIVE MAPPING

27. ―Great
Substitute‖
―SO Cool!‖
―Easy ‖
GIVE VOICE TO THE CONSUMER & AMPLIFY
Novice
Oh That’s Cool
Innovator
Advanced
―Texture/ taste
Rocks‖
―New Ideas!‖
―Cheap ‖

28. SUMMARY
• Technology is critical to the success of Big Data,
but just as important are:
– Tying outcomes derived from data to business
objectives
– Having the talent and infrastructure to find and
socialize insights
– Leadership that understands the opportunities and is
willing to take risks
• Leading brands are using Social Big Data every
day to improve engagement and find new
opportunities to surprise and delight customers

29. LOW HANGING FRUIT FOR BIG DATA
• Social data, especially conversational data, is a
good place to start Big Data efforts
• Technology exists to support it, and there are
plenty of opportunities to:
– Provide deep insights to drive strategies
– Listen to conversations at scale and create scalable
engagement strategies
• Start by assessing current social data initiatives
• Define most valuable Use Cases, other
supporting data available, and get started!

30. PLANNING YOUR SOCIAL MEDIA EFFORTS
• Know your business KPIs to the results level
• What are the Use Cases that will best support
the KPIs?
• How committed to Social are your C-level
execs? Do they understand the impact of ―Good
Data‖ and how to use it?
• What actions/activities are you doing around
Social Media today?

31. LEARN FROM OTHERS’ EFFORTS
• Dove: used social data to measure and optimize
their social media efforts
• Kraft: created new segments for engagement
and increasing repeat purchases
• Common themes:
– Willingness to take risks
– Put systems in place to scale data collection and
engagement
– Put resources in place to get key insights quickly and
take action (optimize)

32. Q&A