The document discusses navigating the expanding social media universe and understanding trends using new technologies. It notes that over time, more sophisticated tools like the Hubble telescope have allowed deeper insights into space. Similarly, social media analytics can provide deeper insights into the social universe, showing where people are talking, their interests, and opinions. New technologies can analyze topics across social media to understand geographic distributions, popular sites, and share of voice. Examples show deep dive analytics on brand mentions for Mercedes-Benz and automotive models. The CEO advocates that social intelligence requires making meaning of what is happening across the social landscape.

1. The
Digital
Marke.ng
Experts
Navigating the Chaos of Social Media
Dr. Mathew McDougall
CEO, Digital Jungle

2. But really, this is a story about the Universe

3. We now know that the Universe has been growing since it’s
inception.. The time of the ‘big bang’

4. In the past, we simply gazed into the night sky and saw stars.
This was the basic of our knowledge; simple and naïve.

5. Then over time we developed sophisticated tools like the Hubble
Space Telescope, to look deeper into space

6. And so, we have something similar with our Social Media Universe –
It’s huge, expanding and is confusing

7. 457 Million Internet Users 1 Billion minutes spent online daily
231 Million Blog Users 135,000 web videos added daily

8. Therefore to understand more about social media we need to turn to
technologies that help us go deeper and grow our insights

9. “What does it all mean?”
2011
2010 Social Media Analytics
“Where & when do they say?”
2009
2008
Reputation Monitoring
2007 “What do people say?”
2006
Social Intelligence is not simply monitoring
but about making meaning

10. Where are people
talking?
Who are my Fans
Do more women like by
brand?
New technologies can help us see what is happening across the
social universe… such as

11. BRAND
Mercedes-Benz – Deep Dive
Men.ons
Geographic
Distribu.on
Site
Analysis
Share
of
Voice
• Geographic
distribu.on
focused
on
the
eastern
ci.es
• SOV
spread
through
Portals,
Microblogs,
Social
Networks
&
BBS/Forums
• Strong
voice
from
douban.com

12. Model:
A3
Men.ons
Geographic
Distribu.on
Site
Analysis
Share
of
Voice
• Geographic
distribu.on
focused
on
the
eastern
ci.es.
With
a
high
intensity
in
Beijing
and
Shanghai
• SOV
spread
through
Portals,
Social
Networks
&
BBS/forums
• High
number
of
men.ons
from
seller.cheshi.com

13. Auto Scorecard (Models)
Auto
Scorecard
The auto scorecard ranks the 5 automotive models based on a defined criteria list.
Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy
Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money
Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety
Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness
Quietness: Lexus CT200h and Audio A3 ranked highly in quietness

14. Thank You!
Dr Mathew McDougall| matt@digitaljungle.com.cn
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