case study: bringing social data to the business: geeks in jock's world

#LIFTSocial

CASE STUDY: Bringing Social Data to the Business: Geeks in a Jock’s World

Vladimir Matović | adidas Group

@Vlacke | #LIFTSocial

Age of Innocence


The Setup

…but trust me, I know marketing

I work in IT…


Work Work Work


The Analyst’s Dilemma


The Analyst’s Dilemma

Good enough! Ideal but a waste of effort!


The Analytics Conundrum

Rarely Used

Rarely Understood

Rarely Asked For

Rarely Applied

Analyst’sPlight

Analytics House

Reporting & Data Puking

Self-service

Analyses

Business Consultancy

Tim

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Analytics House


Self-service

Analyses


Tim

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Web Dashboards

Excel and/or E-mail

PowerPoint or PDF

Face-to-Face

Means of Communication

Eff

ect

ive

ne

ss


The Name of the Game


In Search of a Bright Spot


The Stage


Setting the Goal(s)

For the brand

“Be the World’s most talked about brand.”

For our team

“Plant the seed of analytics and make the Football team our ‘champion’. Make Football team the bright spot.”


The Bright Spot

Bright Spot is a successful case, a successful example in an area.

Finding a bright spot means identifying success and reasons behind it, and a good way to perpetuate that success.

It’s flipping the switch from analyzing a problem to analyzing a solution.


Using the Momentum


Tactic 1: Create a Brand

“All of us need to understand the importance of branding. We are CEOs of our

own companies: Me Inc. To be in business today, our most important job is to

be head marketer for the brand called YOU.”-Tom Peters



/ Promise…/ …that you know what you are talking about/ …that you stand for Quality/ …that you are there to help make someone's life easier

…and by doing this you build TRUST!

/ Communicate…/ …one Look/ …one Language/ …one Logo


Tactic 2: Create effective Communication


Tactic 2: Create effective Communication

/ Time the Comms (Brand Conference time)

/ Tie positive association (Gummy Bears)

/ Cast the net wide (Interns to the rescue!)

Result: Reached over 700 people (inc. the CEO), increased brand recognition and received number of positive feedback on the unique approach.


Tactic 3: Disrupt the way you communicate

/ Research-like studies



/ Hype building



Result: Over 100 sign-ups (2 of which were VP level).

/ Internal, CRM-like initiative


Tactic 4: Act like an Internal Agency

Result: Closer connection, trust and access to context leads tomore impactful analyses!

Client

Client Partner(Analyst)

Practice LeadSocial Media

Analytics

Practice Lead Web Analytics

Practice LeadCRM Analytics

Analytics team

Client’s team

Client Partner(Analyst)

physical location


Tactic 5: Apply basic psychology



Notice the common words:• Questions – sparks interest• You/your – makes it personal• Why/how to – solves a

problem/expectation• This/that – specifies/narrows down• Numbers• Superlatives



0

50

100

150

200

250

300

350

Avg. Clicks on SocialMedia Weekly

Reports

Avg. Clicks onMobile Monthly

Reports

Before

After

/ Eat Your Own Dog Food

/ Beware of the Click Bait2.3x increase

3.2x increase


Tactic 6: Go (more) Pro

/ Continue strengthening the Brand of YOU

/ Create excitement

Result: Grew our subscriber base from 300 to over 450 people.



I got 99 problems but this ain’t one

I need more time

I need more people

Analyst‘s Plight

Analytics House


Self-service

Analyses


Tim

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ffo

rt &

B

usi

ne

ss Im

pa

ct


The Punchline


The Punchline

/ Brand yourself or your team. You ARE more than just a “numbers” girl or guy.

/ Find your Bright Spot, your Champion.

/ Be ONE with your counterpart.

/ Communicate your value, not your analytics.


The Punchline

More FUN More BUSINESS IMPACT Stronger sense of PURPOSE

Thank You

#LIFTSocial

case study: bringing social data to the business: geeks in jock's world

Data & Analytics