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.

1. big data,
social media
and wine
mick yates
www.leader-values.com
visiting professor, University of Leeds

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3. 5 exabytes
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5. 180,000 x
Library of Congress
1,800 Exabytes 5

6. $1.7 trillion 2015
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7. $670 billion 2015
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9. “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
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10. innovation networks
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11. customer centricty
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12. “big data”
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13. customer
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14. 1984
Jane Snowball, 72
first online shopper,
Gateshead
Michael Aldrich, British
inventor
1995
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15. segmentation
dunnhumby
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16. “time poor, food rich”
dunnhumby
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17. dunnhumby
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20. market “push”
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21. if you like this ...
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22. if you seek a deal ...
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23. if you need a date ...
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24. you search
beyond digital
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25. you decide
beyond digital
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26. you “pull”
you access what you like
you decide
your pathway
you ignore
you balance
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27. you own ALL of the data
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28. customer
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29. social media
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30. social media has
overtaken porn
as the #1 web activity 30

32. 82% of
internet
users
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40. “Open Graph makes it easier for
outside sites to share information
with Facebook when visitors
want to recommend a page”
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41. social media
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42. advocacy
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44. influence 2.0
1% CREATORS
9% EDITORS
90% AUDIENCE
Jakob Nielsen, Participation Inequality: Encouraging More Users to
Participate
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45. social aggregation
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46. social curation
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47. social advocacy
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49. advocacy
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50. social brand
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51. mashable
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57. social brand - measures
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58. 58

59. the “bananaphone”
number has always
been 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
behaviour
they focus on interacting
with their community,
rather than broadcasting
marketing messages
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60. 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 accounts
live-tweeted an episode
of Homeland for a single
fan who was in Japan
and had to miss an
episode
connects with each
customer on a personal
level
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61. Starbucks create an
experience in store,
encouraging people to
“hang out”
Social content shared
on Facebook
social projects
coffee explanation and
education
the retail and loyalty app
is one of the best
available – and works
worldwide
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62. social brand
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63. wine
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68. wine
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69. big data,
social media
and wine
http://www.slideshare.net/mickyates
mick yates
www.leader-values.com
visiting professor, University of Leeds