My Deck for The Advanced Growth Hacking Tactics Workshop at the Growth Marketing Conference in San Francisco May 2016

1. 1
How to leverage Social Data for Growth
Shilpi Agarwalshilpi@socialstrategi.com @shilpiagarwal01

2. 2 Go Fishing Where The Fish Are

3. 3
Why Social Media?

4. 4
Your Ideal Customers are on Social Media

5. 5
Data Sift, Identify and Target

6. 6
What Social Data Sifting can reveal?

7. 7
Use Cases of Social Data Analytics
1. Iden'fy and Target Your next Ideal Customer
2. Gain be<er knowledge about Your exis'ng Customers
3. Gain Compe''ve Edge in the Market
4. Improve Business Intelligence with Insights
• Historical Insights – what happened?
• Real 6me Insights – what is happening now?
• Analy6cal Insights – why did it happen?
• Predic6ve Insights – what might happen?
• Prescrip6ve Insights – what should I do about it?
• Exploratory Insights – what’s out there that I don’t know about?

8. How you can Harness the
Power of Social Data?

9. 9
Audience Listening
If you want to know more about your Brand
Reputa'on, do Market Research or find out
what people are saying about your
Compe''on, then you need to listen to the
Billions of Social Conversa'ons happening in
Real Time and be able to quickly take ac'on.
Whether it is a keyword, a hashtag, a brand
name or someone in the near market to buy
your product, we know what you need to
listen to score your bo<om line.

10. 10
Audience Listening
Brand Reputa'on/
Market Research
• Who is talking about
their Brand
• Everyone who’s
talking about a
par'cular #hashtag or
keyword
• Individual Authors
talking about it
• Demographics
• Sen'ment
• Their Top Interests
• Top Professions
• Geographical

11. 11
Audience Listening
Compe'tor Benchmarking
• Share of Voice
• Key Compe'tors
• Top Sites
• Top Authors
• Topics of
Conversa'on

12. 12
Audience Listening
Purchase Intent
• Who is more
likely to purchase
• Who is happy
with the service
• Who isn’t happy
• What par'cular
aspect of the
service the
Customer is
unhappy or happy
about.

13. 13
Audience Listening
Boolean Expressions
• The best way to
harness Social Media
Conversa'ons.

14. 14
Audience Listening Challenges
Listening Challenges
• Typically only
10-15% of people are
actually ac've on
Social.
• Rest of the Audience
are Lurkers. They
tweet less than 15
'mes/ month.
• Lurkers are Poten'al
Customers too.

15. 15
Audience Insights
If you want to understand a 100% of your
Audience even if they’ve never tweeted before
so you can go beyond Demographics or Age
Targe'ng, you need Audience Insights.
Audience Insights can reveal who your top
Audience Tribes are based on Social Graph and
Affinity Clustering, who are the people in each
tribe and who influences them so you can
create an Omni Channel marke'ng strategy -
Social, Content, Paid, PR, Email to win your
ideal niche customer.

16. 16
Engagement Score
• How Ac've is your
Audience?
• 31.23 Tweets/
month
Audience Insights

17. 17
Audience Visualiza'on
• Who are your
followers?
• Who makes your Top
Tribes?
• What are your Tribe
percentages?
Audience Insights

18. 18
Tribe Sizes in Percentage

19. 19
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%

20. 20
Who is in each Tribe?

21. 21
Top 10 Bio Keywords
Most used terms to self describe by your Audience
1. Developer
2. Soaware
3. Engineer
4. Technology
5. Development
6. Enthusiast
7. Data
8. Geek
9. Programmer
10. Lover

22. 22
Top 10 Hashtags used by the Audience
#
1. #javascript
2. #bigdata
3. #iot
4. #nodejs
5. #angularjs
6. #startup
7. #cloud
8. #python
9. #java
10. #php

23. 23
Hashtag Cloud for each Audience Tribe

24. 24
Top 10 Men'ons
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

25. 25
Who Influences Them?
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%

26. 26
Top 10 Influencers
Most influential on your Audience
1. MongoDB - @MongoDB
2. Nodejs - @Nodejs
3. GitHub - @GitHub
4. Bootstrap - @GetBootstrap
5. jQuery - @jQuery
6. JavaScript Daily - @JavaScriptDaily
7. Google Developers - @Googledevs
8. MongoDB Inc. - @Mongodbinc
9. CSS-Tricks - @Real_CSS_Tricks
10. John Resig - @jeresig

27. 27
Top shared Domains and Content

28. 28
Top 10 Applications
Used to Tweet by your Audience
1. Twi<er Web Client
2. Twi<er for Android
3. Twi<er for iPhone
4. Instagram
5. iOS
6. TweetDeck
7. Facebook
8. Twi<er for iPad
9. Twi<er for Mac
10. Mobile Web

29. 29
Top 10 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

30. New Launch Crowd Funding Generating Leads
Social Amplification Content Marketing Campaign Management
30
Business Goals

31. 31
Audience Development
You have the data and the golden insights you
need to achieve your Business Goals.
Now all you need is to apply Out of the Box
Thinking and leverage these golden nuggets of
Business Intelligence to score your bo<om line.
Whether your Goal is to get money for Crowd
Funding, Customer Acquisi'on for a new App,
more traffic to your Webiste or a new product
Launch, leverage Social Data to yield the
highest ROI without wasted Ad Spend.

32. 32
Growth Hacking Techniques

33. 1. Leverage your Competitor’s Tribes
Example: A Startup in Taxi Space can target @Uber’s followers

34. 2. Target a Particular Tribe of People
Example: Huggies wants to introduce a new brand of diapers and wants
To target Moms who’re interested in Sports, are Bloggers and who
Live in Silicon Valley

35. 3. Target Followers of more than 1 Profile
Example: Find all investors in Silicon Valley that follow @500Startups
Or @Ycombinator

36. 4. Identify People by their Bio Keywords
Example: Find all food lovers in Silicon Valley. People who mention
Food lover, foodie, food junkie, wine lover, etc.

37. 5. Cross Pollinate for 0 Wasted Ad Spend
Example: Find the golden insights of your ideal audience – their top tribes,
Influencers, cities, bio keywords, etc. and use this information for
Interest & Behavior Facebook Paid Ad Targeting.

38. 38
Workshop Special
Pick my Brain for FREE
30-min free consultation if you signup today

39. shilpi@socialstrategi.com
@ShilpiAgarwal01
Thank You
Social Business Nirvana with Social Data Insights
www.SocialStrategi.com