May 14–16, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital Marketers
Lis...
May 14–16, 2014 | #CZLTO | @ClickZLive
CLICKZ LIVE NYC
I MADE A CONFESSION
May 14–16, 2014 | #CZLTO | @ClickZLive
I AM A HOARDER
I HOARD DATA – ALL KINDS OF DATA
May 14–16, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESRAISING AWARENESS
ABOUT ANOT...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES#BSSM SYNDROME
May 14–16, 20...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESSERIOUS ISSUE
THAT IS AFFECT...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES
B*** S**T SOCIAL MEDIA
MEAS...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIES
THE BLIND BELIEVE IN USELES...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESMY GOAL FOR TODAY
CREATE OVE...
…STOCK IMAGES ARE REALLY EXPENSIVE….
May 14–16, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESCONFUSED?
OKAY, NO MORE STOC...
BEAUTY BRAND X
92% of revenue is from their female anti-aging line
May 14–16, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESPROUD 500k FOLLOWERS
THIS WA...
BUT WHEN WE LOOKED
49% of audience was male
May 14–16, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESLET’S TALK ABOUT TWITTER
AND...
RAISING AWARENESS
TODAY I WANT TO MAKE YOU AWARE OF ANOTHER
SERIOUS ISSUE
MICHAEL SCOTT RABIESWHAT BSSM SUFFERERS MIGHT SA...
Agency to Brand:
“Our newest influencer, @XYZ has 175k
followers. Now they follow us”
– Another win!
May 14–16, 2014 | #CZ...
BUT IT DOES IT REALLY MATTER?
THAT A SPAMMER IS FOLLOWING YOU?
May 14–16, 2014 | #CZLTO | @ClickZLive
A personal example:
“Yes, I just got a real world brand with 223k
followers to follow me”
– Another win?
May 14–16, 2014 |...
BEN & JERRY’s FOLLOWED ME
THEY ARE INFLUENCIAL, VERFIED AND A TANGIBLE BRAND NAME
May 14–16, 2014 | #CZLTO | @ClickZLive
HOWEVER…
May 14–16, 2014 | #CZLTO | @ClickZLive
B&J NEVER INTERACTED WITH ME
THEY NEVER SHARED MY CONTENT, TWEETED, LIKED OR ENGAGED WITH ME
May 14–16, 2014 | #CZLTO | @C...
SIMPLY PUT…
May 14–16, 2014 | #CZLTO | @ClickZLive
B&J NEVER IMPACTED MY BUSINESS
May 14–16, 2014 | #CZLTO | @ClickZLive
BUT IT’S MORE THAN JUST RELEVANCE…
May 14–16, 2014 | #CZLTO | @ClickZLive
ADAGE FOLLOWED ME
A FEW YEARS AGO, AND THEY ARE RELEVANT
May 14–16, 2014 | #CZLTO | @ClickZLive
BUT THEN AGAIN,
NO INTERACTION = NO RESULTS
May 14–16, 2014 | #CZLTO | @ClickZLive
SO ADAGE NEVER IMPACTED MY BUSINESS
May 14–16, 2014 | #CZLTO | @ClickZLive
THE SIMPLE SOLUTION IS
May 14–16, 2014 | #CZLTO | @ClickZLive
MEANINGUL RELATIONSHIPS
THAT PROVIDE A VALUE EXCHANGE
May 14–16, 2014 | #CZLTO | @ClickZLive
QUICK EXAMPLE
@GoogleAnalytics started to follow me last year.
However, 0 interactions lead to 0 impact
May 14–16, 2014 | ...
The Idea/Solution:
“Create a piece of content that connects with
Google Analytics while providing value to the
reader”
May...
CUSTOM TAILORED CONTENT
PROVIDING VALUE EXCHANGE
TO SUM IT UP
May 14–16, 2014 | #CZLTO | @ClickZLive
TODAY’S TOPLINE KPIs ARE USELESS
Klout, Followers, Re-Tweets, Likes etc. are all useless!
May 14–16, 2014 | #CZLTO | @Clic...
OKAY, SO NOW WHAT?
May 14–16, 2014 | #CZLTO | @ClickZLive
DATA DRIVEN SOCIAL STARTEGY
Leveraging social conversations to create meaningful 1on1 connections
May 14–16, 2014 | #CZLTO...
DATA AGAIN?
May 14–16, 2014 | #CZLTO | @ClickZLive
YES, DATA AGAIN!
May 14–16, 2014 | #CZLTO | @ClickZLive
I believe data is everywhere, and anything
that is not data is guts or experience
May 14–16, 2014 | #CZLTO | @ClickZLive
GUTS
I believe guts is an unconscious behavior driven by experience
May 14–16, 2014 | #CZLTO | @ClickZLive
And experience means to me:
“You have done it before, you remember the
outcome and now you are making decisions
against th...
EXPERIENCE = DATA
So back to data driven approach
May 14–16, 2014 | #CZLTO | @ClickZLive
So what is the solution, where do I start?
May 14–16, 2014 | #CZLTO | @ClickZLive
1. FORGET LISTENING TOOLS
If you want to LEAD, you need to INNOVATE, everybody has the same tools, however
nobody can tell...
2. DESIGN CUSTOM MODELS
Driven by social data and deeper understanding of conversations and context
May 14–16, 2014 | #CZL...
3. USE APIS
To get the most raw, detail level data.
May 14–16, 2014 | #CZLTO | @ClickZLive
SAMPLE FACEBOOK DATA
Type of Post (Link, Image etc.)
Gender of User
Name of User
Image of User
Locale
Likes
Shares
Comment...
SAMPLE TWITTER DATA
Tweet Info:
Date/Time
Device/Source
Location (Lat/Long)
Favorites
Retweets
In Reply to
Author Info:
Na...
NO DEVELOPMENT BUDGET?
May 14–16, 2014 | #CZLTO | @ClickZLive
No worries – There are non geek ways
May 14–16, 2014 | #CZLTO | @ClickZLive
DATA AGGREGATORS
All the data in one place
May 14–16, 2014 | #CZLTO | @ClickZLive
(HISTORIC) DATA AGGREGATORS
All the data in one place
May 14–16, 2014 | #CZLTO | @ClickZLive
MULTIPLEDATASOURCES
4. COLLECT DATA
ONCE CONNECTED, START COLLECTING IN REAL TIME
May 14–16, 2014 | #CZLTO | @ClickZLive
100s of STORAGE OPTIONS
DATA COLLECTION HAS NEVER BEEN EASIER
5. ENHANCE DATA
START CONNECTING YOUR BUSINESS KNOWLEDGE WITH THE SOCIAL DATA
6. DELIVER REAL INSIGHTS
NOW YOU HAVE THE DATA YOU NEED TO TELL TRUE STORIES
May 14–16, 2014 | #CZLTO | @ClickZLive
(THIS IS REALLY COOL IN PERSON, IF YOU
WANT TO SEE IT IN REAL TIME, LET ME
KNOW)
May 14–16, 2014 | #CZLTO | @ClickZLive
TRUE AUDIENCE UNDERSTANDING
WHEN HOW AND WHERE
CONQUESTING
BENJAMIN SPIEGEL
@nxfxcom - #BSSM
May 14–16, 2014 | #CZLTO | @ClickZLive
Benjamin Spiegel's presentation on Social Media Analytics during ClickZ Toronto #CZLTO
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Benjamin Spiegel's presentation on Social Media Analytics during ClickZ Toronto #CZLTO

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Benjamin Spiegel's presentation on Social Media Analytics during ClickZ Canada - #CZLTO #BSSM - Covering bad measurements, social media APIs, facebook, twitter, search, data visualization and real time analytics.

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Benjamin Spiegel's presentation on Social Media Analytics during ClickZ Toronto #CZLTO

  1. 1. May 14–16, 2014 #CZLTO | @ClickZLive The Global Conference Series Designed by Digital Marketers, for Digital Marketers Listening beyond the like Truly understanding your audiences Benjamin Spiegel Sr. Partner, Managing Director Strategy & Insights @nxfxcom
  2. 2. May 14–16, 2014 | #CZLTO | @ClickZLive
  3. 3. CLICKZ LIVE NYC I MADE A CONFESSION May 14–16, 2014 | #CZLTO | @ClickZLive
  4. 4. I AM A HOARDER I HOARD DATA – ALL KINDS OF DATA May 14–16, 2014 | #CZLTO | @ClickZLive
  5. 5. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESRAISING AWARENESS ABOUT ANOTHER EARTH SHATTERING ISSUE May 14–16, 2014 | #CZLTO | @ClickZLive
  6. 6. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIES#BSSM SYNDROME May 14–16, 2014 | #CZLTO | @ClickZLive
  7. 7. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESSERIOUS ISSUE THAT IS AFFECTING 1000s OF BRANDS & AGENCIES May 14–16, 2014 | #CZLTO | @ClickZLive
  8. 8. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIES B*** S**T SOCIAL MEDIA MEASUREMENT SYNDROME May 14–16, 2014 | #CZLTO | @ClickZLive
  9. 9. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIES THE BLIND BELIEVE IN USELESS SOCIAL MEDIA METRICS DRIVEN BY B*** S**T KPIs May 14–16, 2014 | #CZLTO | @ClickZLive
  10. 10. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESMY GOAL FOR TODAY CREATE OVERALL AWARENESS & PROVIDE OVER THE COUNTER SOLUTIONS May 14–16, 2014 | #CZLTO | @ClickZLive
  11. 11. …STOCK IMAGES ARE REALLY EXPENSIVE…. May 14–16, 2014 | #CZLTO | @ClickZLive
  12. 12. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESCONFUSED? OKAY, NO MORE STOCK PHOTOS & FANCY TITLES, EXAMPLES HERE WE GO May 14–16, 2014 | #CZLTO | @ClickZLive
  13. 13. BEAUTY BRAND X 92% of revenue is from their female anti-aging line May 14–16, 2014 | #CZLTO | @ClickZLive
  14. 14. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESPROUD 500k FOLLOWERS THIS WAS THEIR PRIDE AND JOY May 14–16, 2014 | #CZLTO | @ClickZLive
  15. 15. BUT WHEN WE LOOKED 49% of audience was male May 14–16, 2014 | #CZLTO | @ClickZLive
  16. 16. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESLET’S TALK ABOUT TWITTER AND HOW IT’S AFFECTED BY #BSSM SYNDROME May 14–16, 2014 | #CZLTO | @ClickZLive
  17. 17. RAISING AWARENESS TODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUE MICHAEL SCOTT RABIESWHAT BSSM SUFFERERS MIGHT SAY IN ORDER TO RETAIN OR WIN YOUR BUSINESS May 14–16, 2014 | #CZLTO | @ClickZLive
  18. 18. Agency to Brand: “Our newest influencer, @XYZ has 175k followers. Now they follow us” – Another win! May 14–16, 2014 | #CZLTO | @ClickZLive
  19. 19. BUT IT DOES IT REALLY MATTER? THAT A SPAMMER IS FOLLOWING YOU? May 14–16, 2014 | #CZLTO | @ClickZLive
  20. 20. A personal example: “Yes, I just got a real world brand with 223k followers to follow me” – Another win? May 14–16, 2014 | #CZLTO | @ClickZLive
  21. 21. BEN & JERRY’s FOLLOWED ME THEY ARE INFLUENCIAL, VERFIED AND A TANGIBLE BRAND NAME May 14–16, 2014 | #CZLTO | @ClickZLive
  22. 22. HOWEVER… May 14–16, 2014 | #CZLTO | @ClickZLive
  23. 23. B&J NEVER INTERACTED WITH ME THEY NEVER SHARED MY CONTENT, TWEETED, LIKED OR ENGAGED WITH ME May 14–16, 2014 | #CZLTO | @ClickZLive
  24. 24. SIMPLY PUT… May 14–16, 2014 | #CZLTO | @ClickZLive
  25. 25. B&J NEVER IMPACTED MY BUSINESS May 14–16, 2014 | #CZLTO | @ClickZLive
  26. 26. BUT IT’S MORE THAN JUST RELEVANCE… May 14–16, 2014 | #CZLTO | @ClickZLive
  27. 27. ADAGE FOLLOWED ME A FEW YEARS AGO, AND THEY ARE RELEVANT May 14–16, 2014 | #CZLTO | @ClickZLive
  28. 28. BUT THEN AGAIN, NO INTERACTION = NO RESULTS May 14–16, 2014 | #CZLTO | @ClickZLive
  29. 29. SO ADAGE NEVER IMPACTED MY BUSINESS May 14–16, 2014 | #CZLTO | @ClickZLive
  30. 30. THE SIMPLE SOLUTION IS May 14–16, 2014 | #CZLTO | @ClickZLive
  31. 31. MEANINGUL RELATIONSHIPS THAT PROVIDE A VALUE EXCHANGE May 14–16, 2014 | #CZLTO | @ClickZLive
  32. 32. QUICK EXAMPLE @GoogleAnalytics started to follow me last year. However, 0 interactions lead to 0 impact May 14–16, 2014 | #CZLTO | @ClickZLive
  33. 33. The Idea/Solution: “Create a piece of content that connects with Google Analytics while providing value to the reader” May 14–16, 2014 | #CZLTO | @ClickZLive
  34. 34. CUSTOM TAILORED CONTENT PROVIDING VALUE EXCHANGE
  35. 35. TO SUM IT UP May 14–16, 2014 | #CZLTO | @ClickZLive
  36. 36. TODAY’S TOPLINE KPIs ARE USELESS Klout, Followers, Re-Tweets, Likes etc. are all useless! May 14–16, 2014 | #CZLTO | @ClickZLive
  37. 37. OKAY, SO NOW WHAT? May 14–16, 2014 | #CZLTO | @ClickZLive
  38. 38. DATA DRIVEN SOCIAL STARTEGY Leveraging social conversations to create meaningful 1on1 connections May 14–16, 2014 | #CZLTO | @ClickZLive
  39. 39. DATA AGAIN? May 14–16, 2014 | #CZLTO | @ClickZLive
  40. 40. YES, DATA AGAIN! May 14–16, 2014 | #CZLTO | @ClickZLive
  41. 41. I believe data is everywhere, and anything that is not data is guts or experience May 14–16, 2014 | #CZLTO | @ClickZLive
  42. 42. GUTS I believe guts is an unconscious behavior driven by experience May 14–16, 2014 | #CZLTO | @ClickZLive
  43. 43. And experience means to me: “You have done it before, you remember the outcome and now you are making decisions against these learnings” – Benjamin Spiegel May 14–16, 2014 | #CZLTO | @ClickZLive
  44. 44. EXPERIENCE = DATA So back to data driven approach May 14–16, 2014 | #CZLTO | @ClickZLive
  45. 45. So what is the solution, where do I start? May 14–16, 2014 | #CZLTO | @ClickZLive
  46. 46. 1. FORGET LISTENING TOOLS If you want to LEAD, you need to INNOVATE, everybody has the same tools, however nobody can tell a complete story like you can do with the right data. May 14–16, 2014 | #CZLTO | @ClickZLive
  47. 47. 2. DESIGN CUSTOM MODELS Driven by social data and deeper understanding of conversations and context May 14–16, 2014 | #CZLTO | @ClickZLive
  48. 48. 3. USE APIS To get the most raw, detail level data. May 14–16, 2014 | #CZLTO | @ClickZLive
  49. 49. SAMPLE FACEBOOK DATA Type of Post (Link, Image etc.) Gender of User Name of User Image of User Locale Likes Shares Comments Time of activity Actual post/message
  50. 50. SAMPLE TWITTER DATA Tweet Info: Date/Time Device/Source Location (Lat/Long) Favorites Retweets In Reply to Author Info: Name Verified Status Followers Following Favorites Listed Tweets
  51. 51. NO DEVELOPMENT BUDGET? May 14–16, 2014 | #CZLTO | @ClickZLive
  52. 52. No worries – There are non geek ways May 14–16, 2014 | #CZLTO | @ClickZLive
  53. 53. DATA AGGREGATORS All the data in one place May 14–16, 2014 | #CZLTO | @ClickZLive
  54. 54. (HISTORIC) DATA AGGREGATORS All the data in one place May 14–16, 2014 | #CZLTO | @ClickZLive
  55. 55. MULTIPLEDATASOURCES
  56. 56. 4. COLLECT DATA ONCE CONNECTED, START COLLECTING IN REAL TIME May 14–16, 2014 | #CZLTO | @ClickZLive
  57. 57. 100s of STORAGE OPTIONS DATA COLLECTION HAS NEVER BEEN EASIER
  58. 58. 5. ENHANCE DATA START CONNECTING YOUR BUSINESS KNOWLEDGE WITH THE SOCIAL DATA
  59. 59. 6. DELIVER REAL INSIGHTS NOW YOU HAVE THE DATA YOU NEED TO TELL TRUE STORIES May 14–16, 2014 | #CZLTO | @ClickZLive
  60. 60. (THIS IS REALLY COOL IN PERSON, IF YOU WANT TO SEE IT IN REAL TIME, LET ME KNOW) May 14–16, 2014 | #CZLTO | @ClickZLive
  61. 61. TRUE AUDIENCE UNDERSTANDING
  62. 62. WHEN HOW AND WHERE
  63. 63. CONQUESTING
  64. 64. BENJAMIN SPIEGEL @nxfxcom - #BSSM May 14–16, 2014 | #CZLTO | @ClickZLive

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