Turning Social Data Into Strategic Advantage: What Marketers Need to Know

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Every day your customers, prospects and competitors are leaving a deep, detailed trail of online information for you to find, interpret and leverage. This information goes beyond basic follower counts, brand mentions, and mere conversations. It's data that can get you immediate and measurable campaign traction leading to higher conversion rates and ultimately, more revenue.

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Turning Social Data Into Strategic Advantage: What Marketers Need to Know

  1. 1. Turning Social Data Into Strategic Advantage: What Marketers Need To Know March 2013 Rob Bailey, CEO @RMB
  2. 2. What Everyone Is Talking About 2
  3. 3. Social Media = Huge “Big Data” ProblemSocialData Your Brand1.8Bn People onSocial Networks400M Tweets / day3.2Bn “Likes” / day 3 3
  4. 4. Social Data Is Getting More Complicated The average tweet can now contain up to 150 fields of metadata
  5. 5. Social Business 1.0 Limited By Technology
  6. 6. Social Media Command Centers = 1.0 Companies starting by listening
  7. 7. But Eyeballing Tweets Doesn’t Scale
  8. 8. Social Has Evolved 8
  9. 9. DataSift Is A Social Data Platform Presentation Layer Social Media Monitoring Companies News Organizations Business Intelligence This is what we Platform/Broker Layer do Data Layer Exploding Data Quantity & Sources 9
  10. 10. More Than 5 Trillion Interactions/Week Single platform ingests and normalizes social data from 50+ global sources in real time! Each data item is analyzed and augmented with 40+ insights Sophisticated queries filter down to most relevant content Post-processing for immediate consumption Guaranteed delivery via data destination you choose We do all of this in about half a second
  11. 11. Next Generation Social Data for Enterprise #keywords to From monitoring of #audience-insights 11
  12. 12. Going Deep On Brand Insights
  13. 13. A Monster is Most Influential!
  14. 14. 8,000 Brand Advocates Ready To Go! Most Mentioned Coke 79% Diet Coke 15% Cherry Coke 4% Coke Zero 1% Vanilla Coke 1% Combined reach of 3.6 million followers
  15. 15. US, Brazil & UK Drive The Volume! 3 countries represent 62% of Twitter followers UK 6% Less than 100 followers USA in 116 countries 31% 3 followers in Antarctica Brazil 118k followers 25%
  16. 16. 53% of Twitter Followers From 6 Cities! London New York Sao Paulo Madrid Manchester, UK Rio de Janeiro
  17. 17. Brazilian Followers Are Young! 66% of followers are under 16 83% Tweet daily. (Wow)
  18. 18. They Love Video Games!
  19. 19. Vanilla Coke Fans Most Engaged!Number of Tweets   Diet   Passionate niche of Vanilla Coke fans! Cherry   Vanilla   Zero   Lemon   Neutral Sentiment   Positive Sentiment  
  20. 20. Dell’s Challenge: Connect Social to Product 20
  21. 21. Dell Social Net Advocacy Solution Understand sentiment on 37 product lines Assign social net advocacy score Up to the minute monitoring“The integration of social data into Dell’s business processes—well beyond the scope of marketing. Making snap businessdecisions based on social data is, in part, what it means to be a 21social business.”
  22. 22. “ More than 70% of CEOs are seeking a better understanding of individual customer needs and improved responsiveness. ” - IBM CEO Survey 2012
  23. 23. Social = Understand Customers as Individuals Every Tweet, Post, Blog provides an opportunity to know your customers better.
  24. 24. Build Company Specific Profiles Who is most important to us and why? 24
  25. 25. Burberry: Profile Audience Interest 25
  26. 26. Amex: Understand Your Audience What campaigns have they What companies are they What products are they positive What Business Topics are What General Topics are engaged with?! positive to?! about?! they interested in?! they interested in?! |||||||||||||||||| |||||||||||||||||| ||||||||||||||||||#AmexMcDs! ||! Apple! ||||||||||||||||||||! iPhone! ||||||||||||||||||||! Business! ||! Video Games! ||!#AmexBestBuyOffer! ||||||||! Google! ||||||||||! Xbox 360! ||||! Tech! ||||||||||||||! Internet! ||||||||||||||||!#AmexDellOffer! ||||||! Facebook! ||||||||||! Halo 4! ||||! Leadership! ||||||||||! Weather! ||||||||||||||!#AmexCPKOffer! ||||||! Amazon.com! ||||||||! iPod! ||||! Airline News! ||||||||||! Business! ||||||||||||||!#AmexSonyOffer! ||||! Microsoft! ||||||! Google Nexus 7! ||||! Asian News! ||||||||! Food! ||||||||||||||!#AmexSync! ||||! Netflix! ||||||! iPad! ||||! New York City! ||||||||! Social Media! ||||||||||||||!#AmexTM25! ||! Best Buy! ||||! Madden Football! ||! Mobile! ||||||||! Sports! ||||||||||||||!#amexmcds! ||! Samsung! ||||! Facebook! ||! Social Media! ||||||||! Beverages! ||||||||||||!#AmexCoffeeBeanOffer!||! AT&T! ||||! Canon PowerShot! ||! Breaking News! ||||||||! Automotive! ||||||||||!#AmexContainerStoreOffer! ||! CNN! ||||! Borderlands 2! ||! US Politics! ||||||||! War! ||||||||||! Canon 16MP Digital#AmexEMSOffer! ||! Amex! ||||! Camera! ||! Internet! ||||||! Politics! ||||||||||!#AmexFedExShip! ||! Starbucks! ||||! iPad Mini! ||! Sports News! ||||||! Mobile Devices! ||||||||||!#AmexWarby! ||! CBS! ||||! PS3! ||! Obama Barack! ||||||! Aviation! ||||||||!#AmexSimonMalls! |! Verizon! ||||! BlackBerry! ||! Twitter! ||||||! Science! ||||||||!#Amex800FlowersOffer!|! NBC! ||! iPhone 4S! ||! business news! ||||||! Economics! ||||||||! Go Pro HD Hero Sport#AmexBestBuy20! |! Fox News! ||! Camera! ||! Apple! ||||||! Health! ||||||||!#amexsync! |! Bloomberg! ||! YouTube! ||! Entrepreneurs! ||||||! Technology! 26 ||||||!
  27. 27. What Do You Do Next?§  Early Access Customer §  Strong close A special invitation 27
  28. 28. Thank You§  Rob Baileyrob.bailey@datasift.com @RMB

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