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1	
What the heck is Social Data?
Shilpi Agarwalshilpi@socialstrategi.com @shilpiagarwal01
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	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.
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	
Our Partial Client List
6	
Our	ParEal	Client	List
7	
Our	ParEal	Client	List
8	
What the heck is Social Data?
Definition of Social Data
Social Data refers to data that individuals create that is knowingly
And voluntarily shared by them.
Source:	Wikipedia
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	
Traits of Social Data?
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	
Why should we care about
Social Data?
14	Global Digital Snapshot
Source:	Hootsuite	+	We	are	Social
15	Annual Social Media Growth Rate – 21%
Source:	Hootsuite	+	We	are	Social
16	
Your Ideal Customers are on Social Media
What can Social Data
Reveal?
18	
Audience Insights
Social	Data	can	help	you	
understand	your	
Audience	beGer	on	a	
deeper,	richer	level	than	
ever	possible	before.
19	
Audience Visualization
20	
Audience Tribes
It	can	help	you	group	your	
Audience	into	Tribes	based	
on	Interests	and	Behavior	
rather	than	simply	
Demographics,	Age	or	Geo	
LocaEon.
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%
22	
Who	is	in	each	Tribe?
23	
Relationship Between Members
24	
3. Front end
Designers 9%
Tribe Influencers
25	
Topic Conversation Wheel
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
27	
Top Shared Domains
28	
Hashtag	Cloud
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	
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
How can you Leverage Audience Insights
For Market Research & Growth?
32	
Top 10
Social Data Use Cases
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	
Use Case 2: Competitive Benchmarking
CompeEtor	
Benchmarking	
	
•  Share	of	Voice	
•  Key	CompeEtors	
•  Top	Sites	
•  Top	Authors	
•  Topics	of	
ConversaEon
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	
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	
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	
Use Case 6: Identifying Trends
IdenEfying	Trends	
	
•  Trending	Topics	
•  Trending	
ConversaEons	
•  Hot	Products	
•  IdenEfying	White	
Space	Products	
•  Finding	New	
Market	
OpportuniEes.
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	
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	
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	
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	
Social Data Tools:
Partial List
44	
Social Data Tools: Partial List
45	
Intelligent Targeting Tactics
Using Social Data
46	
Facebook Ad Campaigns
47	Types of Facebook Ad Objectives
48	Types of Facebook Ad Placements
Ad	Placements	
	
•  Desktop	News	Feed	
•  Mobile	News	Feed	
•  Right	Column	
•  Instagram
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
50	Facebook Ad Targeting
51	Targeting the right Audience
By Location By Demographics
52	Facebook Location Targeting
53	Targeting the right Audience
By Interests By Behaviors
54	Targeting Custom Audiences on Facebook
55	Creating Lookalike Audiences from 3 Sources
Your Facebook Fans Your own Customer Data Your Website Visitors
56	
Twitter Ad Campaigns
57	Types of Twitter Ad Objectives
58	Lead Generation Cards on Twitter
59	Examples of Twitter Lead Gen Cards
60	Keyword Targeting on Twitter
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	TV Targeting on Twitter
63	Target by App install Categories
64	
What’s next?
65	
My upcoming Book
shilpi@socialstrategi.com	
@ShilpiAgarwal01	
Thank You
We	help	Companies	leverage	Social	Data	Intelligence	for	Growth	
www.SocialStrategi.com

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