This presentation was shared on PAS Digital Marketing Conference "Dig-It 2.0" Session name: Maximizing Your Social Digital Assets Presentation: “Next Revolution of Social Media” Speaker: M. Tolga Akçura, PhD, Founding Partner, eBrandvalue, Turkey.

1. 31 October 2013
Dig-it 2.0
Karachi, Pakistan
Next Revolution in
Social Media
M. Tolga Akçura, PhD
Founder

2. People talk about you
– You exist
People do not talk about you
– You do not exist

3. “There is only one thing in life
that is worse than being talked
about, and that is not being
talked about.”
— Oscar Wilde

8. Occupy Gezi

9. Gezi Demonstrations

10. Gezi Demonstrations

11. Gezi Demonstrations on Social
Media

12. Gezi Demonstrations on Social
Media

13. Gezi Demonstrations on Social
Media

14. Gezi Demonstrations on Social
Media

15. Worldwide Trends on Twitter on 27
Oct 2013

16. Power Shifts from Head to Long Tail
(UGC)

17. The Era of User Generated Content
(UGC)

19. Kickstarter – Achieved $1 million in 4
hours 24 minutes!

20. A Higher Meaning and A Sense of
Achievement

21. A Trend Towards Measurement

22. Engineering Requires Delivering
Happiness
Pleasure
Engagement
Relationships
Meaning
Accomplishments

23. Power Through Careful Observation
Arthur Conan
Doyle
Dr Watson
Joseph Bell
Sherlock Holmes

24. eBrandValue is used to
Identify major events that impact a brand’s value
based on profiling and analysis of ID’s within Big
Data Social Media;
Provide crititical intelligence that can be acted on:
– Sentiments and Trends- Categorical/ Brand Specific
• Brands losing customer loyalty
• Customers switching from a brand
• Customers switiching to a brand
– Lead/ Prospect Generation
– Product positioning and development
• Communication and creative
• Innovation management.

25. Marketing issues eBrandValue
addresses
» Is my brand outperforming its category
growth (primary and selective)?
» Can I get the sales figures early (enough
to react)?
» Are my marketing investments bang for
the buck?
» Why consumers switch/prefer
competition?

26. Is my brand outperforming its
category growth?

27. Can I get the sales figures early (enough
to react)?
Traffic light indicator for
executives
Relevant competition set
Critical benchmarks

28. Can I get the sales figures early (enough
to react)? (2)
Number of
mentions
Mindshare
Detailed monitoring

29. Are my marketing investments bang
for the buck?
Detailed with
timeline
Summary for
executives

30. Why consumers switch/prefer
competition?
Competitive net
Mindshare
switchers from/to a
brand
switching rates
Incomers/outgoers
to the brand
Trend analysis &
relevant data

31. Many more…
Such as: Words and their sentiments among brands
Rakı
Beer
Vodka
Wine
Liquor
Whisky
Word
%
%
%
%
%
%
%
%
%
%
%
%
Apple
17
0
1
0
7
1
0
4
na
na
5
1
Bar
11
3
34
1
21
3
11
4
6
2
9
10
Tavern
28
4
28
4
11
5
2
1
11
5
8
5
Cheers
86
1
68
1
95
1
72
4
95
1
86
2
Gold
37
0
8
3
25
0
8
4
10
3
7
0
Tekel
6
6
6
5
6
5
6
3
3
2
5
23
Carrefour
8
0
8
0
na
na
0
0
4
23
0
0
Migros
12
4
4
1
0
33
14
26
4
6
26
5

32. Many more…
Such as: Social media monitoring, content analysis, Instant reply & CRM
integration

33. Take A Ways:
Keen observation (eBrandValue)
+
Engineered engagement (happiness
platform)
=

34. Thank You.