SlideShare a Scribd company logo
Social Media EspionagePresented at Monitoring Social Media |  BostonOctober 5, 2010
Why “Social Media Espionage?”
Alternate title: “Snooping on your Rivals”
Let’s stick with “Social Media Espionage”
“Imagine how hard physics would be if particles could think.”Nobel Prize-winning elementary particle physicist Murray Gell-Mann
It’s holistic and non-linear…just like consumersThe perfect marketing measurement system6
New tools expand your insights and successBut why use the same information as everyone else?Opportunity to tap into new tools that complement ones you are already usingConsumer-centric research panels offer all new, granular and competitive insightsThe value increases as you shift mindset from collecting to connecting metricsWe all use hundreds of existingtools including:bitlyCymfonyCrimson HexagonDigimineFacebook InsightsRadian6SysomosTrendrrScout LabsTwitter Stats
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns8
Amex co-opted Twitter to Build an Audience9www.openforum.com (circa 2009)www.guykawasaki.com (circa 2009)
Now building an audience that sticks and growswww.openforum.comcirca 2010
OPEN brand page on Facebook
OPEN Forum twitter page
13…building an audience that sticks and growsMonthly Unique Visitors to open.com and openforum.com
14…building an audience that sticks and grows5.6% of all traffic to openforum.com is from social networksTop referring social sites to openforum.com
15…building an audience that sticks and grows102%Growth in Total ReferralsShareTop referring sites to openforum.com
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns16
Seeing beyond Facebook Insights17
Best Buy engaged holiday shoppers on Facebook…1.1M fans on Facebook as of Q4 2009127,000 visitors to its Facebook site during November alone from visitors searching for Black Friday dealsThe site provides:Individual category brand pages
Shopping functionality
Gift idea generator
Store locator,
Twelpforce Twitter feed18
…and channels them into its shopping funnel74% of time spent within the Best Buy Facebook site was spent within the Shop and Share tab73% of visitors to facebook.com/bestbuy also visited the actual BestBuy.com site in Q4 2009 19
20Now building an audience that sticks and grows4.3% of all traffic to Bestbuy.com is from FacebookTop referring site to bestbuy.com
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns21
OldSpicerevitalizesitsbrand…

More Related Content

Similar to Social Media Espionage

WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
Towsley Associates
 
Five by Five Social Commerce
Five by Five Social CommerceFive by Five Social Commerce
Five by Five Social Commerce
fivebyfive
 
Creating a social_media_plan
Creating a social_media_planCreating a social_media_plan
Creating a social_media_plan
www.makedigitalwork.com
 
Social Media Monitoring & Measurement 09.22.09
Social Media Monitoring & Measurement 09.22.09Social Media Monitoring & Measurement 09.22.09
Social Media Monitoring & Measurement 09.22.09
Kelly Kearney
 
Facebook Success Summit 2011 Presentation
Facebook Success Summit 2011 PresentationFacebook Success Summit 2011 Presentation
Facebook Success Summit 2011 Presentation
Dave Kerpen
 
Creating A Social Media Plan
Creating A Social Media PlanCreating A Social Media Plan
Creating A Social Media Plan
Steve Shepherd
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
Yellow Pages Group
 
Creating A Social Media Plan Cairnslocalmarketing
Creating A Social Media Plan CairnslocalmarketingCreating A Social Media Plan Cairnslocalmarketing
Creating A Social Media Plan Cairnslocalmarketing
Cairns Local Marketing
 
Creating a social media plan
Creating a social media planCreating a social media plan
Creating a social media plan
Mike Abonitalla
 
Lead Generation in B2B Communities
Lead Generation in B2B CommunitiesLead Generation in B2B Communities
Lead Generation in B2B Communities
George Krautzel
 
New Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country ClubNew Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country Club
Marni Blythe Borelli
 
SRG SWSXi Overview
SRG SWSXi OverviewSRG SWSXi Overview
SRG SWSXi Overview
sterlingrice
 
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
ronewmedia_academy
 
8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads
Arik Hanson
 
Social Media Planning
Social Media PlanningSocial Media Planning
Social Media Planning
Derrick Walker
 
Harness the power of online marketing
Harness the power of online marketingHarness the power of online marketing
Harness the power of online marketing
Yellow Pages Group
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
Yellow Pages Group
 
Alpha Graphics Convention 2011 Selling Social Media
Alpha Graphics  Convention 2011    Selling  Social  MediaAlpha Graphics  Convention 2011    Selling  Social  Media
Alpha Graphics Convention 2011 Selling Social Media
Jim Lahner
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
Yellow Pages Group
 
The Principleof Social Selling
The Principleof Social SellingThe Principleof Social Selling
The Principleof Social Selling
Axel Schultze
 

Similar to Social Media Espionage (20)

WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
WSI Social Media Marketing - Learn How To Use Social Media Marketing to Grow ...
 
Five by Five Social Commerce
Five by Five Social CommerceFive by Five Social Commerce
Five by Five Social Commerce
 
Creating a social_media_plan
Creating a social_media_planCreating a social_media_plan
Creating a social_media_plan
 
Social Media Monitoring & Measurement 09.22.09
Social Media Monitoring & Measurement 09.22.09Social Media Monitoring & Measurement 09.22.09
Social Media Monitoring & Measurement 09.22.09
 
Facebook Success Summit 2011 Presentation
Facebook Success Summit 2011 PresentationFacebook Success Summit 2011 Presentation
Facebook Success Summit 2011 Presentation
 
Creating A Social Media Plan
Creating A Social Media PlanCreating A Social Media Plan
Creating A Social Media Plan
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
 
Creating A Social Media Plan Cairnslocalmarketing
Creating A Social Media Plan CairnslocalmarketingCreating A Social Media Plan Cairnslocalmarketing
Creating A Social Media Plan Cairnslocalmarketing
 
Creating a social media plan
Creating a social media planCreating a social media plan
Creating a social media plan
 
Lead Generation in B2B Communities
Lead Generation in B2B CommunitiesLead Generation in B2B Communities
Lead Generation in B2B Communities
 
New Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country ClubNew Shape of Marketing Avila Country Club
New Shape of Marketing Avila Country Club
 
SRG SWSXi Overview
SRG SWSXi OverviewSRG SWSXi Overview
SRG SWSXi Overview
 
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )
 
8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads8 Golden Rules for Sure-Fire Success with Facebook Ads
8 Golden Rules for Sure-Fire Success with Facebook Ads
 
Social Media Planning
Social Media PlanningSocial Media Planning
Social Media Planning
 
Harness the power of online marketing
Harness the power of online marketingHarness the power of online marketing
Harness the power of online marketing
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
 
Alpha Graphics Convention 2011 Selling Social Media
Alpha Graphics  Convention 2011    Selling  Social  MediaAlpha Graphics  Convention 2011    Selling  Social  Media
Alpha Graphics Convention 2011 Selling Social Media
 
HARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETINGHARNESS THE POWER OF ONLINE MARKETING
HARNESS THE POWER OF ONLINE MARKETING
 
The Principleof Social Selling
The Principleof Social SellingThe Principleof Social Selling
The Principleof Social Selling
 

More from Influence People

Making Social Media Work for Barclaycard
Making Social Media Work for BarclaycardMaking Social Media Work for Barclaycard
Making Social Media Work for Barclaycard
Influence People
 
Are We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PRAre We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PR
Influence People
 
How to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your OrganisationHow to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your Organisation
Influence People
 
Blogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger PerspectiveBlogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger Perspective
Influence People
 
Monitoring for the Gaming Industry
Monitoring for the Gaming IndustryMonitoring for the Gaming Industry
Monitoring for the Gaming Industry
Influence People
 
Crafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social MediaCrafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social Media
Influence People
 
Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media
Influence People
 
Closing the Last Mile
Closing the Last MileClosing the Last Mile
Closing the Last Mile
Influence People
 
B2B Social Media Marketing
B2B Social Media MarketingB2B Social Media Marketing
B2B Social Media Marketing
Influence People
 
Marketing for Generations
Marketing for GenerationsMarketing for Generations
Marketing for Generations
Influence People
 
Stream Marketing and Content Automation
Stream Marketing and Content AutomationStream Marketing and Content Automation
Stream Marketing and Content Automation
Influence People
 
Social Influence-A New Dimension of Marketing
Social Influence-A New Dimension of MarketingSocial Influence-A New Dimension of Marketing
Social Influence-A New Dimension of Marketing
Influence People
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
Influence People
 
Brandwatch Monitoring Solution
Brandwatch Monitoring SolutionBrandwatch Monitoring Solution
Brandwatch Monitoring Solution
Influence People
 
Attentio - Simon McDermott
Attentio - Simon McDermottAttentio - Simon McDermott
Attentio - Simon McDermott
Influence People
 
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Influence People
 
Glide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-HolderGlide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-Holder
Influence People
 
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
Influence People
 
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon  - WIKIO - La Qualité des Données: la Matière Première du ...Frederic Montagnon  - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Influence People
 
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Influence People
 

More from Influence People (20)

Making Social Media Work for Barclaycard
Making Social Media Work for BarclaycardMaking Social Media Work for Barclaycard
Making Social Media Work for Barclaycard
 
Are We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PRAre We Engaged Yet - Measuring the Success of Social PR
Are We Engaged Yet - Measuring the Success of Social PR
 
How to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your OrganisationHow to Plan and Implement a Social PR Strategy that works for Your Organisation
How to Plan and Implement a Social PR Strategy that works for Your Organisation
 
Blogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger PerspectiveBlogger Outreach: The Blogger Perspective
Blogger Outreach: The Blogger Perspective
 
Monitoring for the Gaming Industry
Monitoring for the Gaming IndustryMonitoring for the Gaming Industry
Monitoring for the Gaming Industry
 
Crafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social MediaCrafting Your Message for Impact in Social Media
Crafting Your Message for Impact in Social Media
 
Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media Bridging the Gap between Traditional PR and Social Media
Bridging the Gap between Traditional PR and Social Media
 
Closing the Last Mile
Closing the Last MileClosing the Last Mile
Closing the Last Mile
 
B2B Social Media Marketing
B2B Social Media MarketingB2B Social Media Marketing
B2B Social Media Marketing
 
Marketing for Generations
Marketing for GenerationsMarketing for Generations
Marketing for Generations
 
Stream Marketing and Content Automation
Stream Marketing and Content AutomationStream Marketing and Content Automation
Stream Marketing and Content Automation
 
Social Influence-A New Dimension of Marketing
Social Influence-A New Dimension of MarketingSocial Influence-A New Dimension of Marketing
Social Influence-A New Dimension of Marketing
 
Social Media for Small Business
Social Media for Small BusinessSocial Media for Small Business
Social Media for Small Business
 
Brandwatch Monitoring Solution
Brandwatch Monitoring SolutionBrandwatch Monitoring Solution
Brandwatch Monitoring Solution
 
Attentio - Simon McDermott
Attentio - Simon McDermottAttentio - Simon McDermott
Attentio - Simon McDermott
 
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
Synthesio - Michelle Chmielewski, Comment Définir des Objectifs de Veille Ada...
 
Glide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-HolderGlide Technologies - Keith Woods-Holder
Glide Technologies - Keith Woods-Holder
 
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
We Are Social - Sandrine Plasseraud, Veille Sur les Médias Sociaux : un Inves...
 
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon  - WIKIO - La Qualité des Données: la Matière Première du ...Frederic Montagnon  - WIKIO - La Qualité des Données: la Matière Première du ...
Frederic Montagnon - WIKIO - La Qualité des Données: la Matière Première du ...
 
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
Spotter - Nicolas Saintagne - Making Sense of Twitter with Sophie Gubert from...
 

Recently uploaded

Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
rudrap2099
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
grizzyhuncho
 
DPI Playbook for MOSIP MIS framework India
DPI Playbook for MOSIP MIS framework IndiaDPI Playbook for MOSIP MIS framework India
DPI Playbook for MOSIP MIS framework India
Zaheer Parvez
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
anissageorge9890
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
imranmalik114455
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
MajIman2
 
The Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdfThe Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdf
Posh Concepts
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
OliviaCox14
 
Cracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptxCracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptx
Workforce Group
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
Jindal Global University, Sonipat Haryana 131001
 
Mobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdfMobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdf
fortbridge4
 
India's 5 Most Promising E-Mobility Companies 2024.pdf
India's 5 Most Promising E-Mobility Companies  2024.pdfIndia's 5 Most Promising E-Mobility Companies  2024.pdf
India's 5 Most Promising E-Mobility Companies 2024.pdf
insightssuccess2
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
macwanvancy
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Brian Frerichs
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
Dipendra Prasad Poudel
 
Honoring and Understanding the Significance of Guru Purnima
Honoring and Understanding the Significance of Guru PurnimaHonoring and Understanding the Significance of Guru Purnima
Honoring and Understanding the Significance of Guru Purnima
Exotic India
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
حبوب الاجهاض سايتوتك للبيع في الامارات cytotec واتس 00966583759617
 
Top five predictions today, .
Top five predictions today,            .Top five predictions today,            .
Top five predictions today, .
Rupasingh82
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
grouphirani24
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
Divyanshu56740
 

Recently uploaded (20)

Activated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdfActivated Carbon Manufacturing Plant Project Report.pdf
Activated Carbon Manufacturing Plant Project Report.pdf
 
YouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdfYouTube Automation Step-by-step Guide.pdf
YouTube Automation Step-by-step Guide.pdf
 
DPI Playbook for MOSIP MIS framework India
DPI Playbook for MOSIP MIS framework IndiaDPI Playbook for MOSIP MIS framework India
DPI Playbook for MOSIP MIS framework India
 
Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........Qatar Airways Kuwait Office.pdf.........
Qatar Airways Kuwait Office.pdf.........
 
Movers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In DubaiMovers near me in Dubai , Best Packers and Movers In Dubai
Movers near me in Dubai , Best Packers and Movers In Dubai
 
Path to the next normal collection McKinsey
Path to the next normal collection McKinseyPath to the next normal collection McKinsey
Path to the next normal collection McKinsey
 
The Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdfThe Importance of Public Relations for New Graduates.pdf
The Importance of Public Relations for New Graduates.pdf
 
Business Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto UgandaBusiness Lessons From Emmanuel Katto Uganda
Business Lessons From Emmanuel Katto Uganda
 
Cracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptxCracking the Corporate Social Responsibilty Code.pptx
Cracking the Corporate Social Responsibilty Code.pptx
 
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptxThe-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
The-Three-Pillars-of-Doctoral-Research-What-Why-and-How (1).pptx
 
Mobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdfMobile Application pentesting blog.docx.pdf
Mobile Application pentesting blog.docx.pdf
 
India's 5 Most Promising E-Mobility Companies 2024.pdf
India's 5 Most Promising E-Mobility Companies  2024.pdfIndia's 5 Most Promising E-Mobility Companies  2024.pdf
India's 5 Most Promising E-Mobility Companies 2024.pdf
 
ShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptxShotOniPhone campaign by Vancy macwan.pptx
ShotOniPhone campaign by Vancy macwan.pptx
 
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptxBenefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
Benefits of Hiring Gen X Compared to Gen Z and Millennials.pptx
 
Standard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital MarketingStandard Operating Procedure for Digital Marketing
Standard Operating Procedure for Digital Marketing
 
Honoring and Understanding the Significance of Guru Purnima
Honoring and Understanding the Significance of Guru PurnimaHonoring and Understanding the Significance of Guru Purnima
Honoring and Understanding the Significance of Guru Purnima
 
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
ابي شي %10 مضمون ينزل الجنين واتس 00966583759617
 
Top five predictions today, .
Top five predictions today,            .Top five predictions today,            .
Top five predictions today, .
 
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
Why is Structural Engineering Critical in Disaster Preparedness and Resilienc...
 
Gym business MODEL .pdf .
Gym business MODEL .pdf                 .Gym business MODEL .pdf                 .
Gym business MODEL .pdf .
 

Social Media Espionage

  • 1. Social Media EspionagePresented at Monitoring Social Media | BostonOctober 5, 2010
  • 2. Why “Social Media Espionage?”
  • 3. Alternate title: “Snooping on your Rivals”
  • 4. Let’s stick with “Social Media Espionage”
  • 5. “Imagine how hard physics would be if particles could think.”Nobel Prize-winning elementary particle physicist Murray Gell-Mann
  • 6. It’s holistic and non-linear…just like consumersThe perfect marketing measurement system6
  • 7. New tools expand your insights and successBut why use the same information as everyone else?Opportunity to tap into new tools that complement ones you are already usingConsumer-centric research panels offer all new, granular and competitive insightsThe value increases as you shift mindset from collecting to connecting metricsWe all use hundreds of existingtools including:bitlyCymfonyCrimson HexagonDigimineFacebook InsightsRadian6SysomosTrendrrScout LabsTwitter Stats
  • 8. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns8
  • 9. Amex co-opted Twitter to Build an Audience9www.openforum.com (circa 2009)www.guykawasaki.com (circa 2009)
  • 10. Now building an audience that sticks and growswww.openforum.comcirca 2010
  • 11. OPEN brand page on Facebook
  • 13. 13…building an audience that sticks and growsMonthly Unique Visitors to open.com and openforum.com
  • 14. 14…building an audience that sticks and grows5.6% of all traffic to openforum.com is from social networksTop referring social sites to openforum.com
  • 15. 15…building an audience that sticks and grows102%Growth in Total ReferralsShareTop referring sites to openforum.com
  • 16. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns16
  • 18. Best Buy engaged holiday shoppers on Facebook…1.1M fans on Facebook as of Q4 2009127,000 visitors to its Facebook site during November alone from visitors searching for Black Friday dealsThe site provides:Individual category brand pages
  • 23. …and channels them into its shopping funnel74% of time spent within the Best Buy Facebook site was spent within the Shop and Share tab73% of visitors to facebook.com/bestbuy also visited the actual BestBuy.com site in Q4 2009 19
  • 24. 20Now building an audience that sticks and grows4.3% of all traffic to Bestbuy.com is from FacebookTop referring site to bestbuy.com
  • 25. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business ownersUnderstand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and salesLooking past views and comments to understand the behavioral after-effects of video campaigns21
  • 27. …reaching new consumers…4.4 MM Aggregate Views in first month (8.4MM YTD)
  • 28. Average viewer watched video 2.2 times
  • 29. Online reach of 2MM unique people (3.8MM YTD)…generating positive scentiment…
  • 30. …and creating new consumer behaviorsSocial media discussions on brand increased by 600%Consumers posted over 1,700 links to videoOld Spice branded searches made up 45x as many searches after viewing1% of the audience used search to navigate to Old Spice branded sites17% of the audience visited an Old Spice branded site
  • 31. It pays to spy.For more information or copies of the ppt, feel free to email me at sdimarco@compete.com.

Editor's Notes

  1. We’re entering an era where marketing is getting harder than physics.There is certainly a need for it to become more scientific.The web – and the massive transfer of power to the consumer that it has created - brings both challenges and opportunities.On one hand, it’s a whole new ballgame that marketers need to learn (ecommerce, online media, search, consumer generated content all add up to more informed, more demanding, more connected customers).On the other hand, as consumers use the web to search, shop and socialize, they create new data about themselves in their clickstream activities.And with permission, savyy marketers can analyze this data to know more about consumers than they ever have before.And therein lies the future of more effective marketing – marketing that that connects the dots from data to decisions to dollars (sense and respond).
  2. HeadlineOrientationPointTransition
  3. HeadlineOrientPointTransition
  4. HeadlineOrientPointTransition
  5. HeadlineOrientPointTransition