Rj big data_breakfast_club_jet_stream_rev0

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Rj big data_breakfast_club_jet_stream_rev0

  1. 1. The Jet Stream MethodologyLovely picture over Summerstown taken by my neighbour Keith
  2. 2. The Jet Stream Methodology• The Jet Stream Methodology co-joins the historically siloed disciplines of search, social and content to form the most digitally efficient engagement programmes – for any organisation!• The methodology builds up (and down) layers of search, social and content dataSearch• The search universe is calculated from the most relevant key phrases in Google, Yahoo and Bing according to competitive analysis, language, seasonality, trending, geography intelligence and device – then validated with PPC to ensure absolute accuracy• Search defines the languageSocial• The social universe is made up of the positive mentions and deep and meaningful conversations in social space measured with Brandwatch• Social defines the spaceContent• The content universe is an index of the number of owned vs. user generated content assets that exist in social space and how it moves • Content defines the engagementBuilding up and down the layers• Once we have built up a picture for the base level (and benchmarked) the process is repeated for the niche, industry and aspirational life style space• To identify the Jet Stream opportunity• Then flip it to look at the super niche (and local area networks) which is where the real fun beginsActionable insight?• The Jet Stream Methodology maps the data and identifies vacuum gaps thereby creating actionable insight to inform creation of the most digitally efficient engagement programmes.Key findings• Search is directly related to sales• Social is directly related to customer satisfaction• Content is directly related to campaign / programme communications (ultimately media spend)• Hindsight is great but predictive (and backing your work) is where the money is 
  3. 3. Product Product Product Product Search Social Content VPX1
  4. 4. Niche Niche Niche Niche Search Social Content VP ProductX10 Product Product Product Search Social Content VP X1
  5. 5. Industry Industry Industry Industry Search Social Content Vacuum PotentialX100 Niche Niche Niche Niche Search Social Content VP Product X10 Product Product Product Search Social Content VP X1
  6. 6. Aspirational Jet Stream Actionable Insight Aspirational Aspirational Aspirational Search Social Content Vacuum PotentialX1000 Industry Industry Industry Industry Search Social Content Vacuum Potential X100 Niche Niche Niche Niche Search Social Content VP Product X10 Product Product Product Search Social Content VP X1
  7. 7. Aspirational Jet Stream Actionable Insight Aspirational Aspirational Aspirational Search Social Content Vacuum PotentialX1000 Industry Industry Industry Industry Search Social Content Vacuum Potential X100 Niche Niche Niche Niche Search Social Content VP Product X10 Product Product Product Search Social Content VP X1 LAN LAN LAN Search Content Content VP X.1

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