datasift's rob bailey at the social media strategies summit
DESCRIPTION
Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics. DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.TRANSCRIPT
Actionable Insights
From Social Media
Rob Bailey, CEO Social Media Strategies Summit
Twitter: @rmb
Social Big Data
1
! 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
2
Inspired By The Recent Forbes Article
100k+ Views (Twitter & Forbes.com) 500+ Favorites
20+ Client Leads
Twitter: @rmb
Lets Go Deeper!
3
! 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
4"
5 5
Monitor Your Brand and Your industry
What is Your Company Monitoring?
6
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.
10 10
Build A Picture of Your �Social Audience
What Picture Are You Building?
11
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
14 14
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
19 19
Measure Social Engagement of Your Content
What Are You Measuring?
20
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 *
21
CASE STUDY: Daily Mirror (UK)
Doubled share of UK online market in 2 years with social optimization of content.
23 23
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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29 29
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
+"
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
34"
�Thank You�
�Rob Bailey�
CEO�Twitter: @rmb�415-845-5683