datasift's rob bailey at the social media strategies summit

Actionable Insights

From Social Media

Rob Bailey, CEO Social Media Strategies Summit

Twitter: @rmb

Social Big Data

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! Self Evaluation ! Case Studies ! Learn Some Tricks

400 million Tweets/day 4,629 every second 2.7Bn million likes on Facebook/day …Millions of Blogs, Forums, Messageboards

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Inspired By The Recent Forbes Article

100k+ Views (Twitter & Forbes.com) 500+ Favorites

20+ Client Leads

Twitter: @rmb

Lets Go Deeper!

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! Self Evaluation ! Case Studies ! Learn Some Tricks

The Seven Steps to Actionable Insight

�  Monitor Your Brand and Your Industry �  Build A Picture of Your Social Audience �  Serve Customers Better By Listening �  Measure Social Engagement of Content �  Use Public Sentiment For Predictions �  Identify Prospective Customers �  Extend Your Business Intelligence

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Monitor Your Brand and Your industry

What is Your Company Monitoring?

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Beginner Intermediate Master

Networks Covered Twitter, Facebook

+ Youtube, Amazon, LinkedIn, Wikipedia,

Blogs

Intermediate + multi-lingual, multi-

country social networks

Types of Data Social Social + News (On Social) All

Analysis Manual tracking of

individual networks

Deeper analysis and causal relationships,

Sentiment

Predictive modeling,

Demographics

CASE STUDY: Dell Brand Analysis

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Share of Sentiment between main hardware players. Strong Positive and Negative Sentiment towards Dell

CASE STUDY: Dell Brand Analysis

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Females overall more positive to Dell’s brand

CASE STUDY: KFC India

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Pakistanis & Indians angry that KFC closed Pakistani stores.

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Build A Picture of Your �Social Audience

What Picture Are You Building?

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Beginner Intermediate Master

Networks Covered

Twitter, Facebook

Beginner + Youtube, Amazon, Bit.ly,

Wikipedia, Blogs

Intermediate + multi-lingual, multi-country

social networks

Categorization No categorization

Some categorization (Follower Count, Klout

Score)

Opt-In matching to private data, brand

relevance

Type of Tracking

@Mentions & Basic hashtag

mentions Competitor brand/Product mentions

Intention tracking of present & targeted

customers

What do Dell’s Social Followers do?

Is there an opportunity to target web developers & musicians?

Case Study: Burberry

Burberry fans like photography, music….& Heidi Klum

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Serve Customers Better By Listening

How is Your Company Listening?

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Beginner Intermediate Master

Type of Listening

Passive monitoring & some responses

All mentions receive a response

Social activity fed back into CRM

Social Media Team

Marketing Community

Manager

Full team in Marketing and/or Customer

Service

Separate division reporting directly to

CMO

Company Impact Mostly ignored Influences minor &

some major decisions Decisions made proactively with Social in mind

CASE STUDY: Taco Bell

Taco Bell had the most successful product launch in company history •  10M tacos in 10 weeks •  Focused exclusively on

Social Media conversations with customers.

CASE STUDY: Virgin America

Virgin America won my $50,000 in business with 3 tweets

CASE STUDY: United Airlines

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Measure Social Engagement of Your Content

What Are You Measuring?

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Beginner Intermediate Master

Metrics Measured For Content Favorites & Likes Shares, Diffusion

Social content engagement optimization

Content Creation Process

Write & post to Social

Original content creation for social

Deep content optimization

Who Posts The Content?

Social Marketing Lead

Customer facing departments Diffuse

* Key Insight *

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CASE STUDY: Daily Mirror (UK)

Doubled share of UK online market in 2 years with social optimization of content.

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Use Public Sentiment For Predictions

What Are You Predicting?

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Beginner Intermediate Master

Type of Predictions Made None Social Activity Demand

Projections

Accuracy NA Low/Medium Medium/High

Tools Used None Excel Regression & Correlation

Analysis

CASE STUDY: Facebook IPO

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Public sentiment on Twitter was a strong indicator of where the stock price would move next.

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Identify Prospective Customers

How Are You Identifying Prospects?

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Beginner Intermediate Master

Categorization of Customers

All customers on social grouped

together

Some general grouping by �

Klout score, # of Followers

Complete picture & weighed grouping of customers

Customer Response Time Days Hours Minutes

Type of Predictions Made None Social Activity Demand

Projections

Case Study: Asana

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Extend Your Business Intelligence

How Are You Improving Your Business?

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Beginner Intermediate Master

Systems Used Simple searches

on social networks

Social media applications

Integration with �BI platforms

Data Analyzed Social Social mapped to sales regularly

Social mapped to sales & other data types in real time

Access to Data Social media & analytics teams

Key teams in customer facing

departments Everyone across the organization

Revolution In Business Intelligence

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Transactions

What has happened!

Conversations

What is happening What will happen!

the past the future

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CASE STUDY: Oracle

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CASE STUDY: Salesforce

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The Seven Steps to Actionable Insight

�  Monitor Your Brand and Your Industry �  Build A Picture of Your Social Audience �  Serve Customers Better By Listening �  Measure Social Engagement of Content �  Use Public Sentiment For Predictions �  Identify Prospective Customers �  Extend Your Business Intelligence

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�Thank You�

�Rob Bailey�

CEO�Twitter: @rmb�415-845-5683