Social media sensing provides firms with insights to inform decisions with confidence, evidence, and clarity. It helps analyze customers, needs, competitors, and context. Firms can use social media data for demand analysis, product definition, positioning, targeting, segmentation, and measurement. By embracing transparency and an open approach, social media can fit into an overall marketing strategy to build trust, visibility, and brand loyalty.

1. 7/18/2013 SCG Skyfollow.com 1
Social Media Sensing
(Analytics, listening, monitoring)
Listen [to the market’s state now]
before you
Act [product definition & release]
Part 3 (Impact to your Firm)
June 10, 2013 for
Skydeck.Berkeley.edu
Chris Rigatuso cr@skyfollow.com
+

2. What is the Impact for Firms?
Your Changes in target markets, product roadmap,
focus, strategy, messaging Come From Decisions with
Confidence, Evidence, Context and Clarity
Social ROI Should come much later
7/18/2013 SCG Skyfollow.com 2

3. 7/18/2013 SCG Skyfollow.com 10
Value Proposition
The Marketing Process clear use social media sensing
Customers:
• Demand Analysis
• Needs (Conjoint Analysis)
• DMP (Funnel Analysis)
Company:
• Cost Analysis
• Portfolio Analysis
Competitors: Perceptual Maps
Collaborators: Alliances / Distributors
Context: Industry Forces
PositioningTargetingSegmentation
Measurement/Test
Marketing Mix (4P-s)
Product/Service Place/Channel Promotion
Pricing
Generic Strategies/
Strategic Posture
Analysis: 5 Forces, 5C-s
Understand Uncertainty
Goal/Business Unit

5. How do customers inform each other using Social Media?
Do you measure their effects? Why would you have a campaign that ignores those effects?
Segments
Who
behavior
psychographics
media usage

6. Generic ROI Framework
7/18/2013 SCG Skyfollow.com 6
Value of all outputs attained
Value of all inputs used
Considerations Cause Complexity:
• SCOPE: Per Process, Tool, Campaign, Initiative ….
• CONTROL: Internal vs. external, indirect and direct costs and benefits
• DEFINITION: Tangibility of “value”
• STANDARDS: Dimensions of metrics on value, cost, etc.
• RISK, uncertainty, certainty and changes
• NPV, and discount rates
• FTE time, effort, cost, task switching
• TIME Meetings, agencies, approvals, process, blocks
• MATCH Numerator/Denominator assumptions, dimensions, accuracy
• COMPARABILITY over time, across initiatives, campaigns, depts, companies

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Marketing
Social
Advertising
Web sites
PR

8. Mindset of Opensource, Trust, Content and Marketing
Old Closed World: “Its IP” New Open World: “Enabling Trust & SEO”
Legacy staff viewpoints More information > More trust
Career risk and fears Trust removes sales barriers
Secret info is prerequisite for sales Trust is prerequisite for sales
Fiefdoms and silos for control over
production, distribution
Shared info and collaborative teams
reduce cycle time, enhance performance
Closedness incentives new business Openness incentive new business
Business model cannibalization Replace or integrate closed systems, docs,
Marketing is pure price/performance and
feature/function positioning
Link to Marketing, Content strategy
Marketing means visibility and trust
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9. How does Social Media Fit into overall Strategy?
7/18/2013 SCG Skyfollow.com 9

10. Select
Evaluate
Naked Brands
Embrace Transparency
Open up the firm
Boundaries for information
Flowing in both directions

11. Our POV
• Sales is an aspect of Marketing
– Direct Sales is a specific channel of employees
– Indirect Sales is a channel partner program
– Internal Sales is telesales, people who don’t leave
their office (or home office)
• Marketing Budgets
– Should take into account COS, sales effectiveness,
Sales cycle length
– “Marketing ROI” Jim Lenskold
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How complex is
your landscape?

13. One-to-many (usually 1-way) Communications
One-to-one
(often interactive)
Communications
Peer-to-peer (usually
collaborative)
Communications
Sales
Promotion
Central
Compelling
Idea
Advertising
(PPC)
Public
Relations
(SEO)
Personal
Selling
Online
Social
Networking
(SEO)
Relationship
Marketing or
Channel Partners Point of
Sale
Sales
Promotion
Awareness-
building
Reinforcement
Trial
Repurchase
Freemium  Addiction
Brand loyalty
Evangelism
Irresistible?
Irreplaceable?
Inescapable? (

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MARKETING STRATEGY
Which are done intuitively? Analytically? Individually? Connected via teams?
Which are based on old assumptions, carried forward by convenience and inertia?
Segmentation
Targeting
Positioning
Audience
Needs
Benefit
Priority
Urgency
Fit & Value
Concentration
Connection
Trust
Places
Media
Formats
Message
Coherence
Linkage
Competitive
Relative
Relevance
Keywords
Content
Communities
Use community
Create community
Note: there are technologies for everything, yet much is done by hand

15. The Problem is not Lack of Data,
its Actionable Analytics at Speed of Thought
Project Start
Products
Competitors
Desires
Complaints
Features
Integrations
Strategy
Combinations
Load all Terms
Ranks for Analytics
Depth
Collection
Accumulate
Validate
Compare
Extract
Filter
Summarize
Influencers
Customers
Competitors
Risks
Opportunities
Proprietary Tools
And Techniques
And Planning
Strategic
Stakeholders
Interviews
Brainstorming
Tool Sophistication
Data Analysis
Domain +
Data +
Strategy
Experience
This requires judgment, data quality, transformation, tools selection and usage experience and marketing strategy experience.

16. Social Media Sensing
Your Benefits are the results from Decisions and Actions
One time, short term or ongoing
You will be able to
1. See holes and opportunities
2. Know where to focus
3. Formulate correct strategy
4. Know what to say and on which media
5. Find problems with competitors to exploit
6. Know best topics on which to commit or avoid
7. Know most influential bloggers and leaders who are
visible
8. Drill down to most relevant articles by various criteria