SlideShare a Scribd company logo
Commercial value from
the social web
New thinking, new methods...results today!
© DIGIVIZER PTY LTD 2013
In March 2013 DIGIVIZER presented to the
iLEAD Talent Exchange program…
a mentor program for senior leaders in
Australia’s security sector…
© DIGIVIZER PTY LTD 2013
The brief was to answer…
Where is social media tracking?
What are the latest social media trends?
And how can organizations monetize social
media?
© DIGIVIZER PTY LTD 2013
Social media always start out as a comment
here, a post there…
© DIGIVIZER PTY LTD 2013
and seemingly move quickly to a confused
collection of overwhelming ‘noise’…
…that begs two obvious questions:
© DIGIVIZER PTY LTD 2013
What does this mean for my organization?
How do I make money from this?
© DIGIVIZER PTY LTD 2013
Social media are now about…
more than just measurement…
© DIGIVIZER PTY LTD 2013
Social media are now about…
uncovering the hidden truth (insights) behind
the conversations...
scaled up to the millions of people using the
social web...
and scaled down to the individual...
mapped to your database...
© DIGIVIZER PTY LTD 2013
with actionable insights and trigger-
based leads
© DIGIVIZER PTY LTD 2013
An analogy...
You want to get into the minds of drivers of a
particular brand of car...
AutoMoto
© DIGIVIZER PTY LTD 2013
You start by counting the number of AutoMotos
using the Sydney Harbour Bridge at rush hour,
on a Tuesday...
© DIGIVIZER PTY LTD 2013
This provides you with a snapshot...
You can extend the measurement to every
weekday in-bound at rush hour...
You can count those leaving in the evening...
© DIGIVIZER PTY LTD 2013
You can set up cameras to monitor the
AutoMoto logo on the bonnet,
and the AutoMoto word on the rear of every car
using the Sydney Harbour Bridge,
in both directions,
24 hours a day for a week...
© DIGIVIZER PTY LTD 2013
You can then extrapolate if you want to...
(but now you're using educated guesswork...)
© DIGIVIZER PTY LTD 2013
So you have cameras monitoring the Bridge
continuously...
and you are so pleased with the measurement
of traffic volume that you decide to add other
car brands to draw comparisons...
and you decide to add all the other bridges in
Sydney...
© DIGIVIZER PTY LTD 2013
And the results are:
Month 1: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 20,000.
Month 2: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 21,005.
Month 3: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 19,994.
© DIGIVIZER PTY LTD 2013
So what?
© DIGIVIZER PTY LTD 2013
So what?
You still only have a static snapshot…
All you know are numbers:
cars into the city,
out of the city,
by route,
by day...
© DIGIVIZER PTY LTD 2013
All you've done is measure dumb volume.
You do not know what's in the minds of any of
the drivers, let alone each and every driver...
© DIGIVIZER PTY LTD 2013
Nor do you have any connection with this
simplistic volume...
What are their names?
Does AutoMoto service the cars or not?
Who are their dealers?
© DIGIVIZER PTY LTD 2013
Why do they drive an AutoMoto?
Why do they make the journey?
Are they happy with their car? Why? Why not?
What do they need to service their car?
And which of these people are looking to
upgrade to a new model, or for a different type
of vehicle?
© DIGIVIZER PTY LTD 2013
What you cannot do…
You cannot make decisions...
You cannot measure the return on the
measurement investment you've just made...
You cannot make money...
© DIGIVIZER PTY LTD 2013
Now…
Replace AutoMotos on bridges with social
media channels…
© DIGIVIZER PTY LTD 2013
You can now…
gather the insights, the hidden truths, behind
the conversations on the social web...
for the whole of Australia...
mapped to your database
© DIGIVIZER PTY LTD 2013
You can now…
replace the thousands of drivers with millions of
Australians using the social web...
replace camera on bridges with DIGIVIZER
technology...
replace the gap between the number plates
and the customer database with a 'DIGIVERSE'
mapped to your database
© DIGIVIZER PTY LTD 2013
You can now…
finally...replace aggregated static numbers
with dynamic, real-time updates, and…
with trigger-based leads and actionable insight
for every individual car owner
© DIGIVIZER PTY LTD 2013
How it works...
© DIGIVIZER PTY LTD 2013
Connecting social media channels to
your existing database…
© DIGIVIZER PTY LTD 2013
Map people talking on the social web to a
customer database…
and deliver real-time, relevant customer
insights and lead triggers for instant action
© DIGIVIZER PTY LTD 2013
DIGIVIZER untangles the
complexity of the social web
New ways to unlock value from the social web
content
people
connections
networks
communities
Where and how are people connecting?
What happens when
people get together?
How do messages
spread?
spaces
How do they feel
about these?
brands
What is being said?
What topics are
being discussed?
influencers
How social are your customers?
customers What can we learn
about each of them?
Who can we
meaningfully
engage?
© DIGIVIZER PTY LTD 2013
Data-
bases
customers
prospects
Social
platforms
Mapping individuals to the social
web…
© DIGIVIZER PTY LTD 2013
Mapped
individuals
Triggers from
social platforms
Relevant and timely
leads to action
…to create real-time leads based on
social events and triggers
© DIGIVIZER PTY LTD 2013
Here’s what you now have…
Social segmentation
of attitudes, influence, segments...
Behaviour
of the media, around brands, topics,
interests...
© DIGIVIZER PTY LTD 2013
Here’s what you now have…
Networks
of influencers, how campaigns are linked...
Analysis
of what’s being said, by whom, to whom...
© DIGIVIZER PTY LTD 2013
You can now map individuals to the social web
© DIGIVIZER PTY LTD 2013
What this all means...
Social powered marketing…
getting the right message, to the right
person, at the right time, with a real ROI
Understanding the digital footprint of the
people you know…and the people you
should know
Making money from the social web
© DIGIVIZER PTY LTD 2013
In other words, you have…
commercial value from the social
web
© DIGIVIZER PTY LTD 2013
www.digivizer.com
Emma Lo Russo 0419 203 458
Alan Smith 0404 432 700
© DIGIVIZER PTY LTD 2013

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Monetizing the social web, March 2013

  • 1. Commercial value from the social web New thinking, new methods...results today! © DIGIVIZER PTY LTD 2013
  • 2. In March 2013 DIGIVIZER presented to the iLEAD Talent Exchange program… a mentor program for senior leaders in Australia’s security sector… © DIGIVIZER PTY LTD 2013
  • 3. The brief was to answer… Where is social media tracking? What are the latest social media trends? And how can organizations monetize social media? © DIGIVIZER PTY LTD 2013
  • 4. Social media always start out as a comment here, a post there… © DIGIVIZER PTY LTD 2013
  • 5. and seemingly move quickly to a confused collection of overwhelming ‘noise’… …that begs two obvious questions: © DIGIVIZER PTY LTD 2013
  • 6. What does this mean for my organization? How do I make money from this? © DIGIVIZER PTY LTD 2013
  • 7. Social media are now about… more than just measurement… © DIGIVIZER PTY LTD 2013
  • 8. Social media are now about… uncovering the hidden truth (insights) behind the conversations... scaled up to the millions of people using the social web... and scaled down to the individual... mapped to your database... © DIGIVIZER PTY LTD 2013
  • 9. with actionable insights and trigger- based leads © DIGIVIZER PTY LTD 2013
  • 10. An analogy... You want to get into the minds of drivers of a particular brand of car... AutoMoto © DIGIVIZER PTY LTD 2013
  • 11. You start by counting the number of AutoMotos using the Sydney Harbour Bridge at rush hour, on a Tuesday... © DIGIVIZER PTY LTD 2013
  • 12. This provides you with a snapshot... You can extend the measurement to every weekday in-bound at rush hour... You can count those leaving in the evening... © DIGIVIZER PTY LTD 2013
  • 13. You can set up cameras to monitor the AutoMoto logo on the bonnet, and the AutoMoto word on the rear of every car using the Sydney Harbour Bridge, in both directions, 24 hours a day for a week... © DIGIVIZER PTY LTD 2013
  • 14. You can then extrapolate if you want to... (but now you're using educated guesswork...) © DIGIVIZER PTY LTD 2013
  • 15. So you have cameras monitoring the Bridge continuously... and you are so pleased with the measurement of traffic volume that you decide to add other car brands to draw comparisons... and you decide to add all the other bridges in Sydney... © DIGIVIZER PTY LTD 2013
  • 16. And the results are: Month 1: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 20,000. Month 2: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 21,005. Month 3: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 19,994. © DIGIVIZER PTY LTD 2013
  • 17. So what? © DIGIVIZER PTY LTD 2013
  • 18. So what? You still only have a static snapshot… All you know are numbers: cars into the city, out of the city, by route, by day... © DIGIVIZER PTY LTD 2013
  • 19. All you've done is measure dumb volume. You do not know what's in the minds of any of the drivers, let alone each and every driver... © DIGIVIZER PTY LTD 2013
  • 20. Nor do you have any connection with this simplistic volume... What are their names? Does AutoMoto service the cars or not? Who are their dealers? © DIGIVIZER PTY LTD 2013
  • 21. Why do they drive an AutoMoto? Why do they make the journey? Are they happy with their car? Why? Why not? What do they need to service their car? And which of these people are looking to upgrade to a new model, or for a different type of vehicle? © DIGIVIZER PTY LTD 2013
  • 22. What you cannot do… You cannot make decisions... You cannot measure the return on the measurement investment you've just made... You cannot make money... © DIGIVIZER PTY LTD 2013
  • 23. Now… Replace AutoMotos on bridges with social media channels… © DIGIVIZER PTY LTD 2013
  • 24. You can now… gather the insights, the hidden truths, behind the conversations on the social web... for the whole of Australia... mapped to your database © DIGIVIZER PTY LTD 2013
  • 25. You can now… replace the thousands of drivers with millions of Australians using the social web... replace camera on bridges with DIGIVIZER technology... replace the gap between the number plates and the customer database with a 'DIGIVERSE' mapped to your database © DIGIVIZER PTY LTD 2013
  • 26. You can now… finally...replace aggregated static numbers with dynamic, real-time updates, and… with trigger-based leads and actionable insight for every individual car owner © DIGIVIZER PTY LTD 2013
  • 27. How it works... © DIGIVIZER PTY LTD 2013
  • 28. Connecting social media channels to your existing database… © DIGIVIZER PTY LTD 2013
  • 29. Map people talking on the social web to a customer database… and deliver real-time, relevant customer insights and lead triggers for instant action © DIGIVIZER PTY LTD 2013
  • 30. DIGIVIZER untangles the complexity of the social web New ways to unlock value from the social web content people connections networks communities Where and how are people connecting? What happens when people get together? How do messages spread? spaces How do they feel about these? brands What is being said? What topics are being discussed? influencers How social are your customers? customers What can we learn about each of them? Who can we meaningfully engage? © DIGIVIZER PTY LTD 2013
  • 31. Data- bases customers prospects Social platforms Mapping individuals to the social web… © DIGIVIZER PTY LTD 2013
  • 32. Mapped individuals Triggers from social platforms Relevant and timely leads to action …to create real-time leads based on social events and triggers © DIGIVIZER PTY LTD 2013
  • 33. Here’s what you now have… Social segmentation of attitudes, influence, segments... Behaviour of the media, around brands, topics, interests... © DIGIVIZER PTY LTD 2013
  • 34. Here’s what you now have… Networks of influencers, how campaigns are linked... Analysis of what’s being said, by whom, to whom... © DIGIVIZER PTY LTD 2013
  • 35. You can now map individuals to the social web © DIGIVIZER PTY LTD 2013
  • 36. What this all means... Social powered marketing… getting the right message, to the right person, at the right time, with a real ROI Understanding the digital footprint of the people you know…and the people you should know Making money from the social web © DIGIVIZER PTY LTD 2013
  • 37. In other words, you have… commercial value from the social web © DIGIVIZER PTY LTD 2013
  • 38. www.digivizer.com Emma Lo Russo 0419 203 458 Alan Smith 0404 432 700 © DIGIVIZER PTY LTD 2013