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
