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Big Data, Social Media & Wine

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Mick's module for Leeds University Business School's Marketing program, March 2013.

It covers the Leadership implications of Big Data and Social Media on Marketing today - and ends with a case study on British Wine.

Published in: Business
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Big Data, Social Media & Wine

  1. 1. big data,social media and wine mick yates www.leader-values.com visiting professor, University of Leeds
  2. 2. 2
  3. 3. 5 exabytes 3
  4. 4. 180,000 xLibrary of Congress 1,800 Exabytes 5
  5. 5. $1.7 trillion 2015 6
  6. 6. $670 billion 2015 7
  7. 7. 8
  8. 8. “big data”• complex: has data sets from multiple sources & owners with non-homogenous structures• analysable: needs new tools to capture, store, process, curate, analyse and visualise it• useful: creates decisive action plans by delivering insights within a tolerable elapsed time• pervasive: impacts all organizational and people processes in the enterprise 9
  9. 9. innovation networks 10
  10. 10. customer centricty 11
  11. 11. “big data” 12
  12. 12. customer 13
  13. 13. 1984 Jane Snowball, 72 first online shopper, GatesheadMichael Aldrich, British inventor 1995 14
  14. 14. segmentation dunnhumby 15
  15. 15. “time poor, food rich” dunnhumby 16
  16. 16. dunnhumby 17
  17. 17. 18
  18. 18. 19
  19. 19. market “push” 20
  20. 20. if you like this ... 21
  21. 21. if you seek a deal ... 22
  22. 22. if you need a date ... 23
  23. 23. you search beyond digital 24
  24. 24. you decide beyond digital 25
  25. 25. you “pull” you access what you like you decide your pathway you ignore you balance 26
  26. 26. you own ALL of the data 27
  27. 27. customer 28
  28. 28. social media 29
  29. 29. social media hasovertaken pornas the #1 web activity 30
  30. 30. 82% ofinternetusers 32
  31. 31. 33
  32. 32. 34
  33. 33. 35
  34. 34. 36
  35. 35. 37
  36. 36. 38
  37. 37. 39
  38. 38. “Open Graph makes it easier foroutside sites to share information with Facebook when visitors want to recommend a page” 40
  39. 39. social media 41
  40. 40. advocacy 42
  41. 41. 43
  42. 42. influence 2.0 1% CREATORS 9% EDITORS 90% AUDIENCE Jakob Nielsen, Participation Inequality: Encouraging More Users to Participate 44
  43. 43. social aggregation 45
  44. 44. social curation 46
  45. 45. social advocacy 47
  46. 46. 48
  47. 47. advocacy 49
  48. 48. social brand 50
  49. 49. mashable 51
  50. 50. 53 53
  51. 51. 54 54
  52. 52. 55 55
  53. 53. 56
  54. 54. social brand - measures 57
  55. 55. 58
  56. 56. the “bananaphone” number has alwaysbeen on labels, with an invite to get in touch with „Fruit Towers‟it naturally extended into digital and then social media Innocent‟s values are rooted in good social behaviourthey focus on interacting with their community,rather than broadcasting marketing messages 59
  57. 57. Yorkshire Tea sent a team on a road trip across the US to bring British expats the “proper tea”they foster engagement on their Twitter and Facebook accountslive-tweeted an episodeof Homeland for a single fan who was in Japan and had to miss an episode connects with eachcustomer on a personal level 60
  58. 58. Starbucks create an experience in store, encouraging people to “hang out” Social content shared on Facebook social projectscoffee explanation and educationthe retail and loyalty app is one of the best available – and works worldwide 61
  59. 59. social brand 62
  60. 60. wine 63
  61. 61. 64
  62. 62. 65
  63. 63. 66
  64. 64. 67
  65. 65. wine 68
  66. 66. big data,social media and winehttp://www.slideshare.net/mickyates mick yates www.leader-values.com visiting professor, University of Leeds

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