What the heck is social data?
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This document discusses social data and how it can be used for marketing and growth purposes. It defines social data as data that individuals voluntarily share on social media, including metadata, links, comments, etc. The document outlines key traits of social data like its unstructured nature and high volume. It then provides examples of how social data can be used, including understanding audiences, identifying influencers, competitive benchmarking, and improving marketing campaigns. Finally, it discusses tools for analyzing social data and tactics for intelligently targeting audiences on platforms like Facebook and Twitter.
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What the heck is social data?
- 1. 1 What the heck is Social Data? Shilpi Agarwalshilpi@socialstrategi.com @shilpiagarwal01
- 2. 2 About Me: Social Data Girl Shilpi Agarwal is a Social Data Growth Evangelist and Founder of Social Strategi. She believes: Social (Media + Data + Good) = Growth
- 3. 3 Social Strategi provides managed Growth Solution What we do: We manage Paid Campaigns for our Clients. We harness the power of Social Data Intelligence to niche target the right audience to yield 10X higher than average ROI for Ad Campaigns.
- 4. Too much Data 01 Mining Challenge 02 Pay for Data 03 Invest in Tools 04 Data Scientists 05 Abundance Data is easily available, but the problem is that there’s just too much data to digest. Usage Yes, Data is available but how much data should you buy? Expensive Data Tools are expensive. Some tools cost as much as $70K/ year. Expertise To decipher data, you need to hire in house data scienEsts. Insights What Data should you pay aGenEon to, what insights can impact your business? Problem Social Strategi is trying to solve
- 5. 5 Our Partial Client List
- 8. 8 What the heck is Social Data?
- 9. Definition of Social Data Social Data refers to data that individuals create that is knowingly And voluntarily shared by them. Source: Wikipedia
- 10. Definition of Social Data Information that Social Media users publicly share: that includes Metadata such as User’s geographical location, language spoken, Biographical data, shared links, etc. Source: Investopedia
- 11. 11 Traits of Social Data?
- 12. 12 Traits of Social Data 1. Social Data is mostly unstructured. 2. It is highly diverse in nature – comments, likes, emoEcons, images, video, links, photographs. 3. Social Data is real Eme data. 4. It is extremely high in volume. 5. Social data is typically stored in third party databases in semi structured and unstructured formats. 6. Social Data is unwieldy. 7. Social Data mining requires expensive tools and experEse.
- 13. 13 Why should we care about Social Data?
- 15. 15 Annual Social Media Growth Rate – 21% Source: Hootsuite + We are Social
- 16. 16 Your Ideal Customers are on Social Media
- 17. What can Social Data Reveal?
- 21. 21 Who makes these Tribes? 1. Developers 13% 2. I.T Professionals 12% 3. Front end Designers 9% 6. Entrepreneurs in US 6% 4. Software 8% 5. Linux Users 6%
- 24. 24 3. Front end Designers 9% Tribe Influencers
- 26. 26 Top 10 MenEons Most mentioned Twitter users by your Audience 1. @youtube 2. @techcrunch 3. @Iamdevloper 4. @mashable 5. @verge 6. @thenextweb 7. @github 8. @wired 9. @forbes 10. @mongodb
- 28. 28 Hashtag Cloud
- 29. 29 Applications Used to Tweet by your Audience 1. TwiGer Web Client 2. TwiGer for Android 3. TwiGer for iPhone 4. Instagram 5. iOS 6. TweetDeck 7. Facebook 8. TwiGer for iPad 9. TwiGer for Mac 10. Mobile Web
- 30. 30 Your Audience Geolocation Heat Map $17M $M 1. London 2. New York 3. San Francisco 4. Bangalore 5. Paris 6. India 7. USA 8. UK 9. Sao Paulo 10. Madrid
- 31. How can you Leverage Audience Insights For Market Research & Growth?
- 32. 32 Top 10 Social Data Use Cases
- 33. 33 Use Case 1: Managing Brand Reputation Brand ReputaEon • Who is talking about their Brand • Everyone who’s talking about a parEcular #hashtag or keyword • Individual Authors talking about it • Demographics • SenEment • Their Top Interests • Top Professions • Geographical
- 34. 34 Use Case 2: Competitive Benchmarking CompeEtor Benchmarking • Share of Voice • Key CompeEtors • Top Sites • Top Authors • Topics of ConversaEon
- 35. 35 Use Case 3: Understanding Purchase Intent Purchase Intent • Who is more likely to purchase • Who is happy with the service • Who isn’t happy • What parEcular aspect of the service the Customer is unhappy or happy about.
- 36. 36 Use Case 4: Lean Product Development Product Development • Social Data can help surface conversaEons around Product and Product Category. • By Categorizing these ConversaEons, you can learn a lot about Product Features, SenEments and Audience Demographics.
- 37. 37 Use Case 5: Social Selling Social Selling • Social Data can help you idenEfy the right people at the right Eme and place to target your products and services to, creaEng opEmal selling opportuniEes. • You can even use Social Data to steal your CompeEtor’s Clients.
- 38. 38 Use Case 6: Identifying Trends IdenEfying Trends • Trending Topics • Trending ConversaEons • Hot Products • IdenEfying White Space Products • Finding New Market OpportuniEes.
- 39. 39 Use Case 7: Influencer Discovery Influencer Discovery • Influencers can help you spread your word without spending on Ads and people trust them more. • They can be great Brand Advocates.
- 40. 40 Use Case 8: Social Customer Care Social Customer Care • Set up Social Data Listening so you receive noEficaEons when someone menEons your Brand or your CompeEtors and then respond in a Emely manner.
- 41. 41 Use Case 9: Social Recruiting Social RecruiEng • Use Social Data Intelligence to go beyond the Resume and understand a beGer fit between the person and your Company.
- 42. 42 Use Case 10: Better Campaign Management Campaign Management • Understand your Audience • Intelligently Target Niche Audiences • Combine owned data – CRM, web, email with social data to reach your ideal Customers.
- 43. 43 Social Data Tools: Partial List
- 44. 44 Social Data Tools: Partial List
- 45. 45 Intelligent Targeting Tactics Using Social Data
- 47. 47 Types of Facebook Ad Objectives
- 48. 48 Types of Facebook Ad Placements Ad Placements • Desktop News Feed • Mobile News Feed • Right Column • Instagram
- 49. 49 Most Important Elements of a Facebook Ad Desktop News Feed 1. Social InformaEon – have your friends engaged with this Business? 2. Business Name 3. Ad Copy – Punch line 4. Visual Interest – Photos & Videos 5. CTA – Call to AcEon
- 51. 51 Targeting the right Audience By Location By Demographics
- 53. 53 Targeting the right Audience By Interests By Behaviors
- 54. 54 Targeting Custom Audiences on Facebook
- 55. 55 Creating Lookalike Audiences from 3 Sources Your Facebook Fans Your own Customer Data Your Website Visitors
- 57. 57 Types of Twitter Ad Objectives
- 58. 58 Lead Generation Cards on Twitter
- 59. 59 Examples of Twitter Lead Gen Cards
- 60. 60 Keyword Targeting on Twitter
- 61. 61 Types of Twitter Keyword Matching You have four opEons for the type of keyword matching you would like performed: • Broad Match: Your ad will appear when the keyword phrase appears in any order, and the system will match your ad with related terms, misspelling, and known slang. • Phrase Match: Your ad will be matched with tweets that contain the exact keyword phrase in the exact order as you type it. • NegaWve unordered match: You can indicate that TwiGer should avoid matching with a specific negaEve keyword that appears in any order. • NegaWve Phrase Match: You can select a keyword phrase that is ineligible for matching if found in a specific order.
- 62. 62 TV Targeting on Twitter
- 63. 63 Target by App install Categories
- 64. 64 What’s next?