The document discusses how companies like Red Bull, Hershey, and Intel leverage big data for competitive advantage in a changing media landscape. It highlights the importance of understanding consumer behavior, utilizing social media for real-time insights, and adapting marketing strategies to engage with customers effectively. Additionally, the document outlines emerging trends in digital analytics and the necessity for brands to evolve their content strategies and measurement approaches.

1. How Do Red Bull, The Hershey Company, and
Intel Turn Big Data Into Competitive Advantage
S.I. Newhouse School of Public Communications
Global Leaders in Digital and Social Media Speaker Series
March 20, 2013
#NewhouseGLDSM
Contents are proprietary and confidential.

2. Contents are proprietary and confidential.

3. Contents are proprietary and confidential.

4. The communications landscape is changing…
Contents are proprietary and confidential.

5. How We Consume Media Has Changed…
A large PC The # of devices in
Yomiuri Shimbun manufacturer use vs. the online
is the top Internet users may have population of the
online world is easily
newspaper
14 million
2.2 250 3:1
million systems
billion
readers in use at any one
time today and growing
#NewhouseGLDSM // @chuckhemann on Twitter

6. Our Brand’s Story Must be Told in Different Ways to
Succeed
The majority of content we consume is not via a media
Media refers to all outlet. It is through our friends and networks
content
News flow has 5 drivers
Blogs, Twitter, Facebook wall, mainstream media, video
Media plans are If “media” is redefined, how could media plans stay the
becoming obsolete same?
Multiple Channel Our information needs change as our journey evolves
Content Consumption leading to different content, places and devices
Visual Trumps Copy 65% of people believe they are visual learners
Content must be Fluid Content is now part of the rhythm of life. 1,9,90
#NewhouseGLDSM // @chuckhemann on Twitter

7. Understanding the 1,9,90 Rule
1 9 90
Content Creators Content Sharers Broad Community
• Top influencers – 1% or • 2nd concentric circle of • Like-minded customers who
less who reach the world influence – where the are not yet connected to the
of your current and top influencers get their brand.
potential customers. content and ideas. • Important to educate them,
• Important to build • Important to surround provide a unique experience,
relationships here. sound paid + earned and share audiences with
media. others
#NewhouseGLDSM // @chuckhemann on Twitter

8. The Opportunity is Unveiling Itself
Newsflow Human Behavior
• Blogs and twitter drive 2/3 of flow • We are only snowflakes to our parents
• Five drivers of newsflow • We all follow patterns
• Mainstream media news cycles driven • Influencers (top 50) typically source
by average of 5 people from no more than 4-5 people
• Online content cycles driven by <50 • Who are the top sources?
people
Four Drivers of
Change
Media Consumption The Social Footprint
Patterns • easy to see where content is shared
• I read what I want, where I want and with whom
• Social channels are becoming the • Preferred words are clear
new “third place” • Content needs are clear
#NewhouseGLDSM // @chuckhemann on Twitter

9. Interpreting Behavior
AWARENESS
Getting someone’s attention is the
beginning of every relationship.
Sometimes a whisper is more
impactful than a shout. Yet, volume ASSESSMENT (POST)
won’t matter if your story isn’t Hope you made a good first
compelling. impression. Now they get to evaluate
their experience and relationship with
your brand. Did it deliver on the
ACTION
promise? Did it disappoint? Either
You’ve hit pay dirt.
way, you have to be there to answer.
Customers are now
engaging directly with
ASSESSMENT (PRE) your brand gaining
You’ve got their ear. This is where first hand experience
decisions are made, so what you say but now they are
– and how you say it – needs to behind the wheel.
resonate and penetrate the AMBASSADOR
customer’s consciousness. If We’ve reached the defining moment,
successful they take action. customers share their experience,
carrying the brand forward to people
we could never reach. Now we must
forge a partnership with our most
loyal customers who are our best
advocates… make that evangelists.
#NewhouseGLDSM // @chuckhemann on Twitter

10. Marketers are Currently Swimming in Data
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per
day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
#NewhouseGLDSM // @chuckhemann on Twitter

11. Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
#NewhouseGLDSM // @chuckhemann on Twitter

12. How is Research Changing to Meet the New
Communications Landscape?
10 Trends in Digital Analytics
Contents are proprietary and confidential.

13. #1 – (Tool) Buyer Beware
Social Media Listening
Social Media Engagement
Influencer Analysis
Audience Analysis
Content Analysis
Search Analytics

14. Hundreds of Available Tools with no Clear Link…
Yet

15. #2 – Two Clear Listening Models Emerging
Listening for program
planning and listening for
content development

16. Taking a Step Back to Set Proper Goals
• What are people saying about
your brand
• Where people are talking
about your brand
• When people are talking about
your brand
• Who is talking about your
brand
• Why people are talking about
your brand
#NewhouseGLDSM // @chuckhemann on Twitter

17. Listening to Develop Content in Real-Time
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Photo credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi

18. Top Brands Becoming Content Curators…
• Top curated content from pre-screened, influential online
sources.
• Content created by approved staff contributors.
• Ranked by online reach + whether staff has interacted with it.
• Potentially featured by a staff Editor.
#NewhouseGLDSM // @chuckhemann on Twitter

19. #3 – HR, Sales, Product Development, Customer
Service Join the Digital Data Party
Digital data’s value extends
well beyond its applications
for public relations and
marketing
#NewhouseGLDSM // @chuckhemann on Twitter

20. Making Social Data Work Outside of PR/Marketing
• Concept of building a dashboard
to listen for conversations
outside of PR/marketing
applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those
insights
• In practice, much more difficult
to execute at large companies
• Requires central source for
listening with organization
#NewhouseGLDSM // @chuckhemann on Twitter

21. Social Customer Service is an Emerging Approach
• Shift in importance away from
traditional customer service
channels toward social media,
smartphones and internet sites
• 79% of respondents in the survey
cited the immediacy of interactive
channels in their preference
• 46% cited those interactive
channels as the most efficient
communication method
• Listening to conversations for
customer service requires
dedicated team, technologies,
measurement techniques and
processes
#NewhouseGLDSM // @chuckhemann on Twitter

22. Samsung and Delta are Two Strong Case Studies
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23. #4 – We Drop “Social” from Social CRM
CRM platforms evolve to
incorporate social data more
easily therefore eliminating
the need to keep using social
in front of CRM
#NewhouseGLDSM // @chuckhemann on Twitter

24. The Good News is Current Systems are
Evolving…Slowly
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25. #5 – Internal Ownership Becomes Critical
Companies are dealing with a
massive amount of customer
data and need to build
platforms to handle it
#NewhouseGLDSM // @chuckhemann on Twitter

26. Intel Has Developed a Social Cockpit…
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27. #6 – Command Centers are Valuable… Kind of
Command centers are
valuable internal tools that
rally the organization around
the idea of social
media/listening to customers
#NewhouseGLDSM // @chuckhemann on Twitter

28. Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends
#NewhouseGLDSM // @chuckhemann on Twitter
#gotoexplore

29. #7 – Measurement Finally Becomes Integrated
Communications has been
working to break down silos
for years. It’s time to do the
same in measurement
#NewhouseGLDSM // @chuckhemann on Twitter

30. Timely Intelligence 
Timely Decisions
Annually:
Business and comms planning, long-range
strategy, KPI assessment and goal setting
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Daily:
Media flow, news synopses, topline opinions
Hourly:
Competitive alerts and crisis management
#NewhouseGLDSM // @chuckhemann on Twitter

31. Institutionalize Standard Metrics
Awareness Assessment(Consid Action Ambassadorship
(Reach) eration) (Engagement) (Loyalty/Advocacy)
Social Networks Metric #1 Metric #1 Metric #1 Metric #1
(Facebook) Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Blogs Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Microblogs Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Metric #3 Metric #3 Metric #3 Metric #3
Audio (podcasts) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Video (YouTube) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Images (Flickr) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Documents Metric #1 Metric #1 Metric #1 Metric #1
(SlideShare) Metric #2 Metric #2 Metric #2 Metric #2
Forums Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Wikis Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
Search (Google) Metric #1 Metric #1 Metric #1 Metric #1
Metric #2 Metric #2 Metric #2 Metric #2
#NewhouseGLDSM // @chuckhemann on Twitter

32. #8 – Analytics goes hyper-local
As marketing programs are
built to reach people in
specific geographies,
analytics tools will need to be
built to keep up
#NewhouseGLDSM // @chuckhemann on Twitter

33. Track conversation by zip code, town, store
#NewhouseGLDSM // @chuckhemann on Twitter

34. #9 – Forensic Analytics Becomes a Critical
Capability Within Companies
Digital and social media
present untold opportunities
to learn about our customers.
The trick is moving beyond
counting to actually
understand behavior
#NewhouseGLDSM // @chuckhemann on Twitter

35. #10 – Influencer Analysis is not Synonymous with
Klout
The current suite of influencer
solutions do not fully capture
how influential a person is
online
#NewhouseGLDSM // @chuckhemann on Twitter

36. The Current Influencer Tools are not the Devil,
but Don’t Accurately Gauge Influence Either
#NewhouseGLDSM // @chuckhemann on Twitter

37. <50 People Drive Share of Conversation Online
Thousands of Millions of Hundreds of 50 Top
100+ Metrics.
key phrases. webpages. Outlets. Influencers.
• Have complete clarity
into who influences your world, and
how to reach them with your content.
#NewhouseGLDSM // @chuckhemann on Twitter

38. Where Did This Come From?
Chuck Hemann – Director,
Analytics at WCG
Ken Burbary – Chief Digital
Officer at Campbell Ewald
#NewhouseGLDSM // @chuckhemann on Twitter