DataSift's Rob Bailey at The Social Media Strategies Summit

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Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics.

DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.

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DataSift's Rob Bailey at The Social Media Strategies Summit

  1. 1. Actionable Insights From Social Media Rob Bailey, CEO Social Media Strategies Summit Twitter: @rmb
  2. 2. Social Big Data400 million Tweets/day4,629 every second2.7Bn million likes on Facebook/day…Millions of Blogs, Forums, Messageboards! Self Evaluation! Case Studies! Learn Some Tricks 1
  3. 3. Inspired By The Recent Forbes Article 100k+ Views (Twitter & Forbes.com) 500+ Favorites 20+ Client LeadsTwitter: @rmb 2
  4. 4. Lets Go Deeper!! Self Evaluation! Case Studies! Learn Some Tricks 3
  5. 5. The Seven Steps to Actionable Insight   Monitor Your Brand and Your Industry   Build A Picture of Your Social Audience   Serve Customers Better By Listening   Measure Social Engagement of Content   Use Public Sentiment For Predictions   Identify Prospective Customers   Extend Your Business Intelligence 4"
  6. 6. Monitor Your Brand and Your industry 5 5
  7. 7. What is Your Company Monitoring? Beginner Intermediate Master Intermediate + + Youtube, Amazon,Networks multi-lingual, multi- Twitter, Facebook LinkedIn, Wikipedia,Covered country social Blogs networks Social + News (OnTypes of Data Social All Social) Manual tracking of Deeper analysis and PredictiveAnalysis individual causal relationships, modeling, networks Sentiment Demographics 6
  8. 8. CASE STUDY: Dell Brand Analysis Share of Sentiment between main hardware players. Strong Positive and Negative Sentiment towards Dell 7
  9. 9. CASE STUDY: Dell Brand AnalysisFemales overall more positive to Dell’s brand 8
  10. 10. CASE STUDY: KFC IndiaPakistanis & Indians angry that KFC closed Pakistani stores. 9
  11. 11. Build A Picture of Your Social Audience 10 10
  12. 12. What Picture Are You Building? Beginner Intermediate Master Beginner + Youtube, Intermediate + multi-Networks Twitter, Amazon, Bit.ly, lingual, multi-countryCovered Facebook Wikipedia, Blogs social networks Some categorization Opt-In matching to NoCategorization (Follower Count, Klout private data, brand categorization Score) relevance @Mentions & Intention tracking ofType of Competitor brand/ Basic hashtag present & targetedTracking Product mentions mentions customers 11
  13. 13. What do Dell’s Social Followers do?Is there an opportunity to target web developers & musicians?
  14. 14. Case Study: BurberryBurberry fans like photography, music….& Heidi Klum
  15. 15. Serve Customers Better By Listening 14 14
  16. 16. How is Your Company Listening? Beginner Intermediate MasterType of Passive monitoring All mentions receive a Social activity fedListening & some responses response back into CRM Marketing Full team in Marketing Separate divisionSocial Media Community and/or Customer reporting directly toTeam Manager Service CMO Decisions madeCompany Influences minor & Mostly ignored proactively withImpact some major decisions Social in mind 15
  17. 17. CASE STUDY: Taco BellTaco Bell had the mostsuccessful product launchin company history •  10M tacos in 10 weeks•  Focused exclusively on Social Media conversations with customers.
  18. 18. CASE STUDY: Virgin AmericaVirgin America won my $50,000 in business with 3 tweets
  19. 19. CASE STUDY: United Airlines
  20. 20. Measure Social Engagement of Your Content 19 19
  21. 21. What Are You Measuring? Beginner Intermediate Master Social contentMetrics Measured Favorites & Likes Shares, Diffusion engagementFor Content optimizationContent Creation Write & post to Original content Deep contentProcess Social creation for social optimizationWho Posts The Social Marketing Customer facing DiffuseContent? Lead departments 20
  22. 22. * Key Insight * 21
  23. 23. CASE STUDY: Daily Mirror (UK)Doubled share of UK online market in 2 yearswith social optimization of content.
  24. 24. Use Public Sentiment For Predictions 23 23
  25. 25. What Are You Predicting? Beginner Intermediate MasterType of Demand None Social ActivityPredictions Made ProjectionsAccuracy NA Low/Medium Medium/High Regression &Tools Used None Excel Correlation Analysis 24
  26. 26. CASE STUDY: Facebook IPOPublic sentiment on Twitter was a strong indicator of where the stock price would move next. 25
  27. 27. Identify Prospective Customers 26 26
  28. 28. How Are You Identifying Prospects? Beginner Intermediate Master Some general Complete picture All customers onCategorization of grouping by & weighed social groupedCustomers Klout score, # of grouping of together Followers customersCustomer Days Hours MinutesResponse TimeType of Demand None Social ActivityPredictions Made Projections 27
  29. 29. Case Study: Asana 28
  30. 30. Extend Your Business Intelligence 29 29
  31. 31. How Are You Improving Your Business? Beginner Intermediate Master Simple searches Social media Integration withSystems Used on social applications BI platforms networks Social mapped to Social mapped toData Analyzed Social sales & other data sales regularly types in real time Key teams in Social media & Everyone acrossAccess to Data customer facing analytics teams the organization departments 30
  32. 32. Revolution In Business Intelligence the past the futureTransactions +" Conversations What has What is happening happened ! 31 What will happen!
  33. 33. CASE STUDY: Oracle 32
  34. 34. CASE STUDY: Salesforce 33
  35. 35. The Seven Steps to Actionable Insight   Monitor Your Brand and Your Industry   Build A Picture of Your Social Audience   Serve Customers Better By Listening   Measure Social Engagement of Content   Use Public Sentiment For Predictions   Identify Prospective Customers   Extend Your Business Intelligence 34"
  36. 36. Thank You Rob Bailey CEO Twitter: @rmb 415-845-5683

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