SHOW ME THE DATA!!
WHERE ‘BIG DATA’ MEETS PR
EB ADEYERI - @EBA
STRATEGY DIRECTOR @WEARESOCIAL
WHERE SOCIAL MEDIA MEETS
PR

@EBA
WHERE GAMIFICATION MEETS
PR

@EBA
WHERE GROWTH HACKING
MEETS PR

@EBA
WHERE CONTENT MARKETING
MEETS PR

@EBA
WHERE REAL-TIME
MARKETING MEETS PR

@EBA
WHERE ONLINE ENGAGEMENT
MEETS PR

@EBA
WHERE BLOGGER OUTREACH
MEETS PR

@EBA
WHERE SOLOMO MEETS PR

@EBA
WHERE [INSERT WANKY
WORD] MEETS PR

@EBA
WHERE BIG DATA MEETS PR
THIS IS WORTH TAKING A
SERIOUS LOOK AT THOUGH
@EBA
GARTNER HYPE
CYCLE 2013
SO WHAT EXACTLY IS

BIG DATA?
@EBA
BIG DATA IS THE TERM
FOR A DATA SET SO
LARGE & COMPLEX, IT
BECOMES TO
DIFFICULT TO PROCESS
USING TRADITIONAL
Source: Wikip...
WHAT THE F*@K IS A
ZETTABYTE?
=
1,000,000,000,000 GB
@EBA
Tweetable quote:
“Every day, 2.5 billion
gigabytes of data are
created in a variety of
forms” #PRshow

@EBA
NSFW non-Tweetable quote
Variety
Volume

Velocity

Big
data
@EBA
OK BUT WHAT DOES THAT HAVE TO
DO WITH

PUBLIC
RELATIONS?
@EBA
WHY SHOULD
I CARE?
WHAT EXACTLY IS

PUBLIC
RELATIONS?
@EBA
PUBLIC RELATIONS IS THE DISCIPLINE
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDING
AND SUPPORT AND INF...
BIG DATA
PUBLIC RELATIONS IS THE DISCIPLINE
OPPORTUNITY
WHICH LOOKS AFTER REPUTATION, WITH
THE AIM OF EARNING UNDERSTANDIN...
COMMUNICATION IS EVOLVING…

@EBA
BIG DATA FOR PR = WHERE
REPUTATION MANAGEMENT
MEETS BUSINESS OUTCOMES

@EBA
@EBA
8 AWESOME WAYS
YOU CAN WIN AN
ARGUMENT AGAINST
A BIG DATA SKEPTIC
IF YOU WORK IN PR
@EBA
1)
HIT THEM
WITH AN
EXAMPLE OF
BIG DATA
COUPLED
WITH
BEHAVIOURAL
bit.ly/Opower
2) EXPLAIN IT IS MORE ABOUT
SMART DATA AT SCALE THAN BIG
DATA

bit.ly/obamabigdata

@EBA
3)
WOW THEM
WITH THE
POWER OF
INFLUENCER/
ADVOCATE
MAPPING
bit.ly/awedience

@EBA
4) DEMO HOW BIG DATA
HELPS GET UNDER THE SKIN
OF AN ORGANISATION.
bit.ly/ibmpkpcargo
5) BRAG ABOUT YOUR
UNDERSTANDING OF MEASURING
SUCCESS WITH IT
@EBA
bit.ly/truevaluepr
6) BALANCE OUT YOUR
ARGUMENT BY SHOWING AN
AWARENESS OF THE BIG DATA
PITFALLS
@EBA
BEWARE OF THE
DARK SIDE OF BIG
DATA

bit.ly/bigdatadarkside
7) TELL THEM
YOU ARE BEST
BUDDIES WITH
THIS GUY
…OR AT LEAST TELL
THEM YOU’VE READ THE
BOOK
…IF NOT, THEN
WATCHED THE FILM
FINALLY…
8) TELL
THEM BIG
DATA IS THE
NEW
COCAINE
BIG DATA MAKES YOU FEEL
SMART
@EBA
BIG DATA MAKES YOU FEEL
SEXY
@EBA
BIG DATA MAKES YOU TALK A
LOT
@EBA
SAY
HELLO
TO MY
BIG DATA

@EBA
CONCLUSION

1.

2.
3.

DATA IS CHANGING THE GAME FOR
THE PRACTICE OF REPUTATION
MANAGEMENT
BIG DATA IS NOT A SILVER BULLET...
@EBA
@WEARESOCIAL

TALKTOUS@WEARESOCIA
L.NET
WWW.WEARESOCIAL.NET
Show me the data. Where big data meets PR #PRshow13
Show me the data. Where big data meets PR #PRshow13
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Show me the data. Where big data meets PR #PRshow13

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The implications of big data affect all parts of an organisation. The tsunami wave of social and digital activity means that organisations have more information to help inform and guide their activity than ever before. Find out what big data means for the public relations profession and how to embrace the challenges and opportunities it presents.

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  • THEY WOULD BUY YOUR PRODUCT , PERHAPS TEL L A FRIEND OR TWO IF THEY WERE PARTICULARLY IMPRESSED OR DISAPPOINTED. THEN THEY WERE FORGOTTEN, UNTIL THEY WALKED BACK INTO YOUR STORE
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • A SOCIAL SALE IS INCREDIBLY SIMPLEIT’S A PURCHASE THAT’S SHARED BY A CUSTOMER BECAUSE OF AN INCENTIVE FROM A BRAND, LETTING THAT PERSON’S SOCIAL COMMUNITY KNOW WHAT THEY’VE BOUGHT AND WHEN THEY’VE BOUGHT IT. IT THEN RAISES AWARENESS AMONGST OTHER POTENTIAL CUSTOMERS WHO THEN HAVE A REASON TO DO THE SAME
  • CONSUMERS IN THEIR HUNDREDS OF THOUSANDS ARE ALREADY DOING IT ACROSS THE COUNTRYBUT FOR THE MOST PART, BRANDS ARE UNAWARE OF IT OR IF THEY ARE, THEY ARE NOT HARNESSING THIS BEHAVIOUR AND MAKING IT WORK FOR FOR THEM
  • http://bit.ly/obamabigdata
  • More people on facebook on mobile than on desk top – sourceADD TO THIS TO THE GROWING POPULARITY OF SMARTPHONES, MEANING MORE CONSUMERS ARE PURCHASING ON THE MOVE WITH OVER 700 MILLION OF THESE SMARTPHONE USERS ACCESSING FACEBOOK VIA THEIR DEVICEALL A SOCIAL SALE DOES IS BRING TOGETHER THIS BEHAVIOUR IN A WAY THAT BENEFITS YOUR BRAND
  • THE MAIN REASON TO CARE, HOWEVER, IS THAT IF YOU’RE NOT TAKING STEPS TO MAKE YOUR SALE SOCIAL WHAT YOU HAVE IS A ‘DEAD SALE’A TRANSACTION WHERE THE VALUE TO YOUR COMPANY ENDS AT THE POINT OF PURCHASE, WASTING THE OPPORTUNITY TO ENGAGE WITH THOUSANDS OF POTENTIAL CUSTOMERS WITH ONE SIMPLE ACTION
  • http://bit.ly/obamabigdata
  • Show me the data. Where big data meets PR #PRshow13

    1. 1. SHOW ME THE DATA!! WHERE ‘BIG DATA’ MEETS PR EB ADEYERI - @EBA STRATEGY DIRECTOR @WEARESOCIAL
    2. 2. WHERE SOCIAL MEDIA MEETS PR @EBA
    3. 3. WHERE GAMIFICATION MEETS PR @EBA
    4. 4. WHERE GROWTH HACKING MEETS PR @EBA
    5. 5. WHERE CONTENT MARKETING MEETS PR @EBA
    6. 6. WHERE REAL-TIME MARKETING MEETS PR @EBA
    7. 7. WHERE ONLINE ENGAGEMENT MEETS PR @EBA
    8. 8. WHERE BLOGGER OUTREACH MEETS PR @EBA
    9. 9. WHERE SOLOMO MEETS PR @EBA
    10. 10. WHERE [INSERT WANKY WORD] MEETS PR @EBA
    11. 11. WHERE BIG DATA MEETS PR THIS IS WORTH TAKING A SERIOUS LOOK AT THOUGH @EBA
    12. 12. GARTNER HYPE CYCLE 2013
    13. 13. SO WHAT EXACTLY IS BIG DATA? @EBA
    14. 14. BIG DATA IS THE TERM FOR A DATA SET SO LARGE & COMPLEX, IT BECOMES TO DIFFICULT TO PROCESS USING TRADITIONAL Source: Wikipedia TOOLS
    15. 15. WHAT THE F*@K IS A ZETTABYTE? = 1,000,000,000,000 GB @EBA
    16. 16. Tweetable quote: “Every day, 2.5 billion gigabytes of data are created in a variety of forms” #PRshow @EBA
    17. 17. NSFW non-Tweetable quote
    18. 18. Variety Volume Velocity Big data @EBA
    19. 19. OK BUT WHAT DOES THAT HAVE TO DO WITH PUBLIC RELATIONS? @EBA
    20. 20. WHY SHOULD I CARE?
    21. 21. WHAT EXACTLY IS PUBLIC RELATIONS? @EBA
    22. 22. PUBLIC RELATIONS IS THE DISCIPLINE WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. Source: CIPR @EBA
    23. 23. BIG DATA PUBLIC RELATIONS IS THE DISCIPLINE OPPORTUNITY WHICH LOOKS AFTER REPUTATION, WITH THE AIM OF EARNING UNDERSTANDING AND SUPPORT AND INFLUENCING OPINION AND BEHAVIOUR. IT IS THE PLANNED AND SUSTAINED EFFORT TO ESTABLISH AND MAINTAIN GOODWILL AND MUTUAL UNDERSTANDING BETWEEN AN ORGANISATION AND ITS PUBLICS. @EBA
    24. 24. COMMUNICATION IS EVOLVING… @EBA
    25. 25. BIG DATA FOR PR = WHERE REPUTATION MANAGEMENT MEETS BUSINESS OUTCOMES @EBA
    26. 26. @EBA
    27. 27. 8 AWESOME WAYS YOU CAN WIN AN ARGUMENT AGAINST A BIG DATA SKEPTIC IF YOU WORK IN PR @EBA
    28. 28. 1) HIT THEM WITH AN EXAMPLE OF BIG DATA COUPLED WITH BEHAVIOURAL bit.ly/Opower
    29. 29. 2) EXPLAIN IT IS MORE ABOUT SMART DATA AT SCALE THAN BIG DATA bit.ly/obamabigdata @EBA
    30. 30. 3) WOW THEM WITH THE POWER OF INFLUENCER/ ADVOCATE MAPPING bit.ly/awedience @EBA
    31. 31. 4) DEMO HOW BIG DATA HELPS GET UNDER THE SKIN OF AN ORGANISATION.
    32. 32. bit.ly/ibmpkpcargo
    33. 33. 5) BRAG ABOUT YOUR UNDERSTANDING OF MEASURING SUCCESS WITH IT @EBA
    34. 34. bit.ly/truevaluepr
    35. 35. 6) BALANCE OUT YOUR ARGUMENT BY SHOWING AN AWARENESS OF THE BIG DATA PITFALLS @EBA
    36. 36. BEWARE OF THE DARK SIDE OF BIG DATA bit.ly/bigdatadarkside
    37. 37. 7) TELL THEM YOU ARE BEST BUDDIES WITH THIS GUY …OR AT LEAST TELL THEM YOU’VE READ THE BOOK …IF NOT, THEN WATCHED THE FILM
    38. 38. FINALLY…
    39. 39. 8) TELL THEM BIG DATA IS THE NEW COCAINE
    40. 40. BIG DATA MAKES YOU FEEL SMART @EBA
    41. 41. BIG DATA MAKES YOU FEEL SEXY @EBA
    42. 42. BIG DATA MAKES YOU TALK A LOT @EBA
    43. 43. SAY HELLO TO MY BIG DATA @EBA
    44. 44. CONCLUSION 1. 2. 3. DATA IS CHANGING THE GAME FOR THE PRACTICE OF REPUTATION MANAGEMENT BIG DATA IS NOT A SILVER BULLET BIG DATA IS HERE TO STAY SO GET USED TO IT @EBA
    45. 45. @EBA @WEARESOCIAL TALKTOUS@WEARESOCIA L.NET WWW.WEARESOCIAL.NET

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