“Next Revolution of Social Media” by Dr. Tolga Akcura, Turkey

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This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0"
Session name: Maximizing Your Social Digital Assets
Presentation: “Next Revolution of Social Media”
Speaker: M. Tolga Akçura, PhD, Founding Partner, eBrandvalue, Turkey.

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  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • During an experiment with a mouse, they gave whisky, vodka to the mouse and the mouse started playing and singing. When they gave Raki to the mouse, the mouse bang its hand on the table and said, “that cat will come here…”
  • General specificLow conversion rate high conversion rate
  • “Next Revolution of Social Media” by Dr. Tolga Akcura, Turkey

    1. 1. 31 October 2013 Dig-it 2.0 Karachi, Pakistan Next Revolution in Social Media M. Tolga Akçura, PhD Founder
    2. 2. People talk about you – You exist People do not talk about you – You do not exist
    3. 3. “There is only one thing in life that is worse than being talked about, and that is not being talked about.” — Oscar Wilde
    4. 4. Occupy Gezi
    5. 5. Gezi Demonstrations
    6. 6. Gezi Demonstrations
    7. 7. Gezi Demonstrations on Social Media
    8. 8. Gezi Demonstrations on Social Media
    9. 9. Gezi Demonstrations on Social Media
    10. 10. Gezi Demonstrations on Social Media
    11. 11. Worldwide Trends on Twitter on 27 Oct 2013
    12. 12. Power Shifts from Head to Long Tail (UGC)
    13. 13. The Era of User Generated Content (UGC)
    14. 14. Kickstarter – Achieved $1 million in 4 hours 24 minutes!
    15. 15. A Higher Meaning and A Sense of Achievement
    16. 16. A Trend Towards Measurement
    17. 17. Engineering Requires Delivering Happiness Pleasure Engagement Relationships Meaning Accomplishments
    18. 18. Power Through Careful Observation Arthur Conan Doyle Dr Watson Joseph Bell Sherlock Holmes
    19. 19. eBrandValue is used to Identify major events that impact a brand’s value based on profiling and analysis of ID’s within Big Data Social Media; Provide crititical intelligence that can be acted on: – Sentiments and Trends- Categorical/ Brand Specific • Brands losing customer loyalty • Customers switching from a brand • Customers switiching to a brand – Lead/ Prospect Generation – Product positioning and development • Communication and creative • Innovation management.
    20. 20. Marketing issues eBrandValue addresses » Is my brand outperforming its category growth (primary and selective)? » Can I get the sales figures early (enough to react)? » Are my marketing investments bang for the buck? » Why consumers switch/prefer competition?
    21. 21. Is my brand outperforming its category growth?
    22. 22. Can I get the sales figures early (enough to react)? Traffic light indicator for executives Relevant competition set Critical benchmarks
    23. 23. Can I get the sales figures early (enough to react)? (2) Number of mentions Mindshare Detailed monitoring
    24. 24. Are my marketing investments bang for the buck? Detailed with timeline Summary for executives
    25. 25. Why consumers switch/prefer competition? Competitive net Mindshare switchers from/to a brand switching rates Incomers/outgoers to the brand Trend analysis & relevant data
    26. 26. Many more… Such as: Words and their sentiments among brands Rakı Beer Vodka Wine Liquor Whisky Word % % % % % % % % % % % % Apple 17 0 1 0 7 1 0 4 na na 5 1 Bar 11 3 34 1 21 3 11 4 6 2 9 10 Tavern 28 4 28 4 11 5 2 1 11 5 8 5 Cheers 86 1 68 1 95 1 72 4 95 1 86 2 Gold 37 0 8 3 25 0 8 4 10 3 7 0 Tekel 6 6 6 5 6 5 6 3 3 2 5 23 Carrefour 8 0 8 0 na na 0 0 4 23 0 0 Migros 12 4 4 1 0 33 14 26 4 6 26 5
    27. 27. Many more… Such as: Social media monitoring, content analysis, Instant reply & CRM integration
    28. 28. Take A Ways: Keen observation (eBrandValue) + Engineered engagement (happiness platform) =
    29. 29. Thank You.

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