are you listening? real time data and social media
DESCRIPTION
This presentation was given during social media week london 2012 by Andrew Walker (@killdozer) Co-founder of Tweetminster the network intelligence news feed company.It talks about practical measures and tools to get real time insight data into your social media presence to get better ROI, ROE and strategic insights into better social media marketing.TRANSCRIPT
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I’m @killdozer from @tweetminster
Hello
Tweetminster : relevant content and data filtered by networks of experts
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ShoppingChattingReviewingChecking-inSharing linksConsumingCommenting
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The most valuable things you can do with social media?
•Work out what you’re good at•Work out how your audience consumes content
•Get better ROE from social(thanks @jedi_roach)
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“that’s just what people on twitter think”
“it’s dominated by lefties in Islington”
94% accurate - Twitter beats YouGov
“It could all be the same person”
“you can’t do serious analysis on twitter”
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Traction & trends show how to tune your marketing strategy
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Use social to sanity check your strategy
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Social Placement uses data to enhance product placement strategies
Audience sub-sampling sanity check
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Tracking the #spooks hashtag for mentions of Samsung VS Apple on Episode 1, Season 10.
#Spooks Tweets – 7674
100sec vs. 300sec on screen16 tweets vs. 1130.02% vs. 0.14%
(Across TV audience)9,600 vs 64,000
Sentiment: 3.5 vs 3.3
Prime time BBC bad for tech placement
Network intelligence: There’s too much stuff online to find what you want without humans filtering it for you.
Curate communities to make sense of the sheer volume of data
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Network intelligence… There’s too much stuff online to find what you want without humans filtering it for you.
A data insight case study:
What’s the best kind of news content to reach political influencers?
News media vs. newcomers content mix
News Media
BlogsLive BlogDataVideoJournalism
NewcomersCurationBlogsDataDownloadsEventsInteractiveJournalismPetitionsVideo
Aug Sep Oct Nov Dec Jan0
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50
60
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80
90
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News MediaOthers
Average shares per URL
Sources Actual Shares Average Shares
News Media vs. Newcomers(this is not a Pepsi advert)
The trend is consumption favours Newcomers over News Media
Reasons:
1. News Media produces too much content (overload)2. Newcomers offer user benefits (curation,
specialisation, verticals, authenticity, new formats)3. Newcomers more agile, better social engagement
strategies, lower risk if experiments fail
Integrated strategic marketing: recycling value from one campaign to another
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Tracking hard IDs to curate community and grow insight
Campaign & CRM activity
Social interventions
Spin-off activity
It all starts with measurement – try this excellent resource by Richard Pentin @ifonlyblog
http://iabuksocial.co.uk/?p=954
the simple opt-in privacy solution.
The future? Data and measurement is content?
Open source privacy regulation for business?Social and useful…
Thanks
Social media is social, innit, so if you want to chat…
@killdozer