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DIGITAL FOOTPRINT AND <br />SOCIAL MEDIA<br />Justo Hidalgo<br />Vice President, Product Management and Consulting<br />
There are twoearthquakesgoingon<br />
First: yourcustomersdon’tplay in your home anymore<br />… and thismeansthat…<br />
… yourcustomers are playingsomewhereelse…<br />
… so youneed to knowwhere the conversations are taking place now…<br />
© Daemon Group 2008<br />(Remember: yourcompany’sReputationdoesnotjustdepend on you….)<br />Source: http://www.slideshare....
… butbeingperfectlyrecognizablethroughout time and actions<br />
Haveyoureadthis? Social Profiling: The Forrester approach<br />
Thisis a summary of theGroundswell<br />Creators<br />Critics<br />How people use Social Technologies:<br />Creators: gene...
ReputationStages:<br />Listen, Pulse<br />Analyze<br />EstablishConversations<br />
Case: Skittles<br />They “moved” to social networks<br />Initially: hugesuccess<br />Challenges:<br />“Profane Tweets” <br...
Butthiswasjustthefirstearthquake!<br />
Second: whatyou do isregistered and recorded<br />
The Big Mistake<br />Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily co...
Dude, you’renotplanningtouploadthispicturetoFacebook, right?<br />
Butlet’sthink “Corporate”<br />Thenetworktells me what my customers are thinkingabout me<br />Thenetworklets me influenceo...
But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?<br />
Architecture of a Social Media MonitoringTool<br />
Whatyoucan’tseeorhear, can’tbeanalyzed<br />
Importance of howweaccessdatasources<br />
Summarizing: knowyourcustomerfromeverypossiblepoint of view<br />
Conclusions<br />Technologyisadvancingenormously (surprise!)<br />Everycompanymust decide therythm of adoption of new tech...
You’velistenedalready. <br />Analyze and, ifyoufeellikeit, let’s TALK<br />Justo Hidalgo<br />VP Product Management and Co...
Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe search.creativecommons.org s...
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Digital Footprint and Social Media Analysis

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There are two earthquakes going on: your customers are not in your playground anymore, and everything you do is recorded. These are two facts, now: what are you planning to do about it?

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Digital Footprint and Social Media Analysis

  1. 1. DIGITAL FOOTPRINT AND <br />SOCIAL MEDIA<br />Justo Hidalgo<br />Vice President, Product Management and Consulting<br />
  2. 2. There are twoearthquakesgoingon<br />
  3. 3. First: yourcustomersdon’tplay in your home anymore<br />… and thismeansthat…<br />
  4. 4. … yourcustomers are playingsomewhereelse…<br />
  5. 5. … so youneed to knowwhere the conversations are taking place now…<br />
  6. 6. © Daemon Group 2008<br />(Remember: yourcompany’sReputationdoesnotjustdepend on you….)<br />Source: http://www.slideshare.net/DaemonDigital/digital-reputation-management<br />
  7. 7. … butbeingperfectlyrecognizablethroughout time and actions<br />
  8. 8. Haveyoureadthis? Social Profiling: The Forrester approach<br />
  9. 9. Thisis a summary of theGroundswell<br />Creators<br />Critics<br />How people use Social Technologies:<br />Creators: generate social content<br />Critics: respondtothecontent<br />Collectors: organizeinformationforthemselves<br />Joiners: are connectedthrough social networks<br />Spectators: consume social content<br />Inactives: don’tcreate, don’t consume<br />Collectors<br />Joiners<br />Spectators<br />Inactives<br />
  10. 10. ReputationStages:<br />Listen, Pulse<br />Analyze<br />EstablishConversations<br />
  11. 11. Case: Skittles<br />They “moved” to social networks<br />Initially: hugesuccess<br />Challenges:<br />“Profane Tweets” <br />ROI<br />“Buzz”?<br />Strategic?<br />
  12. 12. Butthiswasjustthefirstearthquake!<br />
  13. 13. Second: whatyou do isregistered and recorded<br />
  14. 14. The Big Mistake<br />Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.<br />
  15. 15. Dude, you’renotplanningtouploadthispicturetoFacebook, right?<br />
  16. 16. Butlet’sthink “Corporate”<br />Thenetworktells me what my customers are thinkingabout me<br />Thenetworklets me influenceon my customers’ decisions<br />Thenetworkallows me toknowwhat my competition’scustomerssayaboutthem<br />Thenetworklets me influenceon THEIR customers<br />The networklets me answer my customers more efficientlyand appropriately<br />
  17. 17. But, how do youbuild a systemthatlistens, analyzes and establishes new conversations?<br />
  18. 18. Architecture of a Social Media MonitoringTool<br />
  19. 19. Whatyoucan’tseeorhear, can’tbeanalyzed<br />
  20. 20. Importance of howweaccessdatasources<br />
  21. 21. Summarizing: knowyourcustomerfromeverypossiblepoint of view<br />
  22. 22. Conclusions<br />Technologyisadvancingenormously (surprise!)<br />Everycompanymust decide therythm of adoption of new technologiesfromthefollowingpoints of view:<br />Strategy(where do wewant the company to go to)<br />Tactic (wherecan’t I avoid my companyfromgoing)<br />But… MARKETS ARE CONVERSATIONS<br />… and a greatdeal of thatconversationtakes place in thenetwork<br />How can I obtainenoughinformationtostartlistening?<br />
  23. 23. You’velistenedalready. <br />Analyze and, ifyoufeellikeit, let’s TALK<br />Justo Hidalgo<br />VP Product Management and Consulting<br />(justohidalgo@denodo.com) <br />(http://www.linkedin.com/in/justohidalgo) <br />
  24. 24. Imagesshown in thispresentation, unlessstatedotherwise, are of my ownor come fromsearchingthe search.creativecommons.org site, whichprovidesimageswith CC licensing<br />Credits<br />

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