Connecting Business leaders for collective growth. Powered by data analysis on social media habits of business leaders
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Generating High Quality leads for B2B from Twitter (POC on Harvard Alumni)
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Connecting Business leaders for collective growth. Powered by data analysis on social media habits of business leaders
- 1. Connecting Business leaders for collective growth Powered by data analysis on social media habits of business leaders Idea
- 2. Outside In Analyzing Social Media Platforms
- 3. Twitter has 328 Mn active users which is 3x times than the active users on LinkedIn 1.3https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/ Most famous social network sites worldwide as of September 2017, ranked by number of active users (in millions)
- 4. 18+ Mn Business leaders as per manual search on LinkedIn search Total Number of Business Leaders as per their designation on LinkedIn Designation Number of Executives CEO 2800K CTO 130K CFO 248K CMO 50K VP, SVP, CVP 2400K Director 12600K Total = 18228K *Data Collected from LinkedIn search manually If 10% of Business Leaders from LinkedIn are present on Twitter then we have 1800K users and if 1% of these are active then we have 18K leads to do data mining upon.
- 5. Problem as of Today: Number of active CEOs from Fortune 500 companies on Twitter today is less than 10%* *Data Source: https://contently.com/strategist/2017/06/12/ceos-use-social-media/ Screenshot from data visualization in Power BI 2
- 6. Inside out Analyzing data from twitter
- 7. Data collection and POC on @HarvardHBS Understanding twitter apis and building an app to collect data around handles in excel/csv format Clean the data to remove duplicates Analyze the data Find people on LinkedIn with names Hypothesis An underlying assumption is some of the people active on twitter will be active on LinkedIn too Download the LinkedIn network to get their email id Executive summary attached below and also included in notes section
- 8. 25+ out of 150+ business leader engaged with @HarvardHBS were mapped to geo location easily after cleaning the data of 20 days* *Data downloaded by using Twitter Search api on twitter handle @HarvardHBS by building a app using Java from Oct 9th to Oct 24th and Nov 17th to Nov 26th 3 Screenshot from data visualization in Tableau
- 9. Business opportunity: Connect the most active CxOs from social media and migrate it to another digital platform/group of business leaders *Data downloaded by using Twitter Search api on twitter handle @HarvardHBS by building a app using Java 4 Screenshot from data visualization in R using ggplot
- 10. Extended opportunity to get deeper insights on Networks inside a Network from tweets *Data downloaded by using Twitter Search api on twitter handle @HarvardHBS by building a app using Java 10 Screenshot from data visualization in d3
- 11. Word cloud of Content Analysis on Tweets to connect with business leaders *Data downloaded by using Twitter Search api on twitter handle @HarvardHBS by building a app using Java from Oct 9th to Oct 24th Oct 11 Screenshot from text analysis in R Tweet Analysis of CEOs tweets from @HarvardHBS of 15 days*
- 12. Business Strategy based on inside out data Vision Mission To become the world’s largest network that connects Business Leaders Convert data and build into multiple networks accessible and useful for individual and business growth Twitter on Nov 14, 2017 announced its first premium offering, the Search Tweets API, is launching today into public beta. The price varies from $149 for 500 requests to $2,499 for 10,000 requests which gives 30 days data. Category Business Type I Data Insights Services Content Support on communication Location based Leads Insights on Individual activity CxO, VP, Director leads service Business Model Value Based Services Thought Leadership Insights Customer Consumer Insights BeyondNetworks Running campaign for events G R O W B U S I N E S S TRANSFORM BUSINESS EVENTS COLLABORATION ONLINE + MOBILE NETWORKS MAGAZINES Virtual Meetings PEER TO PEER EXCHANGES 1-2 years 3- 4 years Business Type II Revenue Building Brand Building CxOs Brand Building 6 Months to Break even 1Mn USD investment with leads sale 12 **Current POC has been done with data generated with Standard search api which gives 7 days data.
- 13. Thank You! 8
Editor's Notes
- A High Quality lead of director level above sells for $5-$10 and to break even an investment of 1Mn it will take only take 10K unique leads to be sold twenty companies at $5 per lead which may take up to 6 months. Current POC on twitter generated over 150 unique CEOs, VP and director over 15 days.
- As per a recent research by HubSpot*, 63% of marketers say generating traffic and leads is their top challenge. Also in a B2B lead generation report published by KoMarketing** in 2015 it was found that generating high quality lead was the top issue with 59 percent marketers. The objective of the project was to work on the business problem and find an effective medium to generate high quality leads for B2B. A high-quality lead would be a relevant lead if the act of marketing activities from an organization could possibly influence a business decision as these would-be decision makers or influencers. LinkedIn is the most profession network however there is a restriction on its apis therefore Twitter was chosen as the medium to generate a pipeline as it allows to build app through its standard search api that enables search on its platform to find tweet/retweets and shares data associated with these tweets***. Harvard Business twitter channel (@HarvardHBS) which has 327K followers was chosen considering the fact of the ranking of the institute amongst the national universities, associated brand affinity amongst the student, strong alumni network and alumni program. Further, to perform the analysis a 15 days period was taken into consideration from (Oct 10,2017 to Oct 25, 2017) to build the proof of the concept where the search was conducted on the mention of twitter handle(@HavardHBS) that also included the retweets and other relevant data associated of the handles. The app generated over 10000+ records which were further cleaned on duplication that generated 2236 unique tweets. Analysis on the data generated was conducted using Tableau on 2000+ unique users associated with unique tweets on their followers, following, number of tweet with further drill down into their bio using filters. As per the analysis, it was found that 44 twitter ids (2%) had CEO mentioned in their bio and 100+ (5%) had IT director and above designations mentioned. When these were searched with names on LinkedIn, 90% of them had high quality profiles were found on LinkedIn. Therefore, we can conclude that high quality leads can be generated for B2B using twitter with further research of the profiles on LinkedIn. References: *HubSpot report, 2017: https://www.hubspot.com/marketing-statistics **KoMarketing B2B lead generation report, 2015: http://www.komarketingassociates.com/industry-news/b2b-marketers-focus-generating-quality-leads-despite-challenges-2538/ *** Tweets search api - https://developer.twitter.com/en/docs/tweets/search/overview
- Since the ratio of Followers/Following could be misleading as it depends the number of numerator and denominator therefore the next chart gives an idea of number of following and followers with count of tweets to give the actual scenario
- @handles, punctuations and #Tags removed from tweets
- Contraband can leverage the twitter handles to