4. Every minute 8-10 months ago:
• 48 hours of video are downloaded on Youtube
• 320 new accounts and 98,000 tweets appear
on Twitter
• 168,000,000 million emails are sent
• 20,000 new posts on Tumblr
• 6,600 photos appear on Flickr
• Over 20% of all websites are
CMS/wordpress/etc…
5. Every minute today:
• 60 hours of video are downloaded on Youtube
• ??? new accounts and 236,000 tweets appear
on Twitter
• 204,000,000 million emails are sent
• 28,000 new posts on Tumblr
• 1,600 photos appear on Flickr !!! No shit!
14. In a lot of ways “Big Data” is like Oil…
• Difficult and expensive to extract
@cgtheoret
15. In a lot of ways “Big Data” is like Oil…
• Difficult and expensive to extract
@cgtheoret
16. In a lot of ways “Big Data” is like Oil…
• Difficult and expensive to store and distribute
@cgtheoret
17. In a lot of ways “Big Data” is like Oil…
• Cheapest (and least useful) in its unrefined
form
@cgtheoret
18. In a lot of ways “Big Data” is like Oil…
• Cheapest (and least useful) in its unrefined
form
@cgtheoret
19. In a lot of ways “Big Data” is like Oil…
• Cheapest (and least useful) when its unrefined
@cgtheoret
20. In a lot of ways “Big Data” is like Oil…
• More expensive at every step of refinement
@cgtheoret
21. In a lot of ways “Big Data” is like Oil…
• More expensive at every step of refinement
@cgtheoret
22. In a lot of ways “Big Data” is like Oil…
• But even if it refined, how do how handle this
much of it?
@cgtheoret
23. In a lot of ways “Big Data” is like Oil…
• Produces a plethora of derived products
@cgtheoret
24. “companies must begin treating data as an
enterprise wide corporate asset while also
managing the data locally within business
units.” Forbes, March, 2012
@cgtheoret
25. Social Media and BI … so many
reasons
• Relatively inexpensive consumer and market research tool
• Real time customer support channel
• Perfect channel for influencer research and outreach
• For certain products can be a go to market channel
• Obvious source of competitive intelligence
• Can be crucial in SEO strategies
25
26. LP Royer case study
safety boot manufacturer
Challenge: design a new strategy dashbaord to
help it navigate a period of change : entering the
US market
26
29. what do you want to get ?
• Customer Relations
• Brand Comparisons
• Community Outreach
• Strategic Planning
• Community Awareness
• Issue Tracking
• Crisis Monitoring
• Thought Leadership Strategy
30. Goals: need to be clearly defined
for ROI
1. Understand brand positioning and
competitor positioning
2. Understand how consumers and key
influencers use social media in the industry
3. Understand key characteristics of the
conversations: regional, demographic, new
markets
30
31. search design: number of queries
goes up quickly: 40 queries
sometime 100’s Issue A
Issue A
Issue B
Issue B
Your Brand
Your Brand Issue C
Issue C
Competitor A
Competitor A Issue D
Issue D
Competitor B
Competitor B Issue E
Issue E
Competitor C
Competitor C Issue F
Issue F
Issue G
Issue G
Competitor D
Competitor D
Issue H
Issue H
31
37. Data cleaning: tools are a must
• 95 000 blog posts over 3 years with
keywords
• Immense use of content farms by
competitors
• Only 5000 blogs were not part of content
farms
• Only 1500 blog posts were high value for the
client
That is only 1.5% !!! Signal to noise ratio!
38.
39.
40. social media intelligence
Monitoring Intelligence
Engagement Insights
Single items Interest Graphs
Operational tactic Strategic decision making
Reacting in the present Planning for the future
Lists Communities and Networks
41. conversation timelines
• Look for patterns and trends
– Seasonality
• Understand what drives peaks
• Comparisons
– By topic/issue
– By competitor
– By campaigns
43. typology
• Groups publishers
• Understand by interest Professionel
• Guide strategic planning
• Content development
Negative Positive
Neophyte
44. publisher scoring
• Human analysis
• Hand coded
• Reading the blogs is key!
• Scored based on client input
• Percentage representation of all data
45. Results:
1. Understood brand positioning and
competitor positioning: key for entry into the
US market
2. Found 2 new distinct market opportunities
3. Discovered which characteristics consumers
appreciated about the products
4. Much cheaper, faster and measurable than
conventional methods…
45
What Makes social data different than « normal data » 1 emitted by people 2) often unstructured
So, from a client perspective, the next step is understanding what you want to pull out of this data
So, from a client perspective, the next step is understanding what you want to pull out of this data
We are now calculting the real time interest graph of this very conference… right here in front of you. OK
What Makes social data different than « normal data » 1 emitted by people 2) often unstructured
So we need to help to move from “ Monitoring ” to “ Coof llecting INtelligence ” Can ’ t read more than 150 lines information, so we need tools to help us surface key insights...
Activités des concurrents de l’entreprise de 3 ans débutant en juin 2008 et se terminant en juillet 2011 On remarque une recrudescence de l ’ activité au cours des 2 dernières années et une activité plus intense au cours des mois d ’ été.
