harness the power of social data to grow your business

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Pam Didner (@pamdidner) Global Integrated Marketing Manager

Harness the Power of

Social Data

to Grow Your Business

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Intel Uses Various Social Media Tools

Publication, Engagement and Moderation Tools

Analytics Tools

Listening and Monitoring Tools

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How We Use the Tools

Track Reach, Engagement and Advocacy

Monitor Conversation, Share of Voice and Sentiment

Measure the Performance of Content

Optimize Posting Time and Frequency

Aid Customer Support

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Standard Social Media Metrics

Section Definition High-level Metrics Data Sources (Tools / Networks)

Experience Reach • Volume of Exposures • Active Participation

•  Impressions • Clicks • Views

• Ad Platforms •  Insights

•  Facebook •  Twitter •  YouTube •  LinkedIn •  Google+

Light Engagement • Simple Participation • Low-effort Interactions

• Fan Conversions • Liking, Favoriting, +1 • Viewing Content • Simple Participation

• Publishing Tools •  Virtue •  Sprinklr •  Hootsuite

• CMS Tools •  Virtue •  20+ Modules

Heavy Engagement • Deep Interactions • More Active • Unique Participation

• Commenting • Gameplay Metrics • Content Submissions

• Custom Agency Reports • 3rd Party App Developers

Advocacy • Actively Extending Reach into Advocate’s Networks

• Sharing • Retweeting

Fragmented Social Data

Lack of Holistic Insight

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How do we gain holistic insights to aid strategy setting?

Look Outside of the Box

Think Outside of the Social Data Box

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Social Data is part of Big Data...

Source: “Benefitting from Big Data” from Ramesh Nair and Andy Narayanan, Booz & Co.

Text Documents

Sensor Data

SharePoint

Web Feeds Online Forums

External Sensor Data

Blogs Pinterest

Instagram Twitter

Facebook Google+

Inventory Financials

HR Records

Sales Records

Web Profiles CRM

Census Data

Real Estate Records

Travel History

Credit History

Mobile Phone / GPS

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Pull Data from different quadrants

Text Documents

Sensor Data

SharePoint



Blogs Pinterest

Instagram Twitter

Facebook Google+


HR Records

Sales Records

Web Profiles CRM

Census Data

Real Estate Records

Travel History

Credit History

Mobile Phone / GPS

Text Documents

Sensor Data

SharePoint



Blogs Pinterest

Instagram Twitter

Facebook Google+


HR Records

Sales Records

Web Profiles CRM

Census Data

Real Estate Records

Travel History

Credit History

Mobile Phone / GPS

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A Quick Case Study: Aid Strategy Setting

Annual Planning in 2011

Q: Should Intel launch a cloud computing campaign?

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Aid Strategy Setting by Pulling Data from Two Quadrants

Mobile Phone / GPS

Credit History

Travel History

Real Estate Records

Census Data

CRM

Web Profiles

Sales Records

HR Records

Financials

Inventory

Google+ Facebook

Twitter Instagram

Blogs Pinterest


Online Forums Web Feeds

Sensor Data

SharePoint

Text Documents

Quant. Research

Sysomos / Radiant 6 Listening / Monitoring

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Process to Harness the Power of Social Media

Define the Problem to Be Solved

Define Your Knowns and Unknowns

Find the Appropriate

Tools

Test Hypotheses & Optimize

Draw Assumptive

Insights

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Case Study: Aid Strategy Setting

Process

1. Define what you want to solve.

Is Intel perceived as a thought leader in cloud computing?

How does Intel compare among industry leaders?

Should Intel launch a cloud campaign?

2. Know your knowns and unknowns.

Known: Major Leaders in Cloud Computing

Known: Key Words for Search

Unknown: What is the current Cloud Computing landscape? (Partly known)

Unknown: Where does Intel stand? Intel’s share of voice?

3. Select appropriate tools.

Sysomos (Listening and Monitoring Tool)

On-line Survey in Three Countries

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Social Listening: Share of Voice

A B C D E F Intel G H I J K L M

193,871 157,269 113,702 112,861 93,608 77,101 64,455 46,791 31,197 24,384 19,098 4,516 3,344 2,895

#7

21%

17%

12% 12%

10%

8%

7%

5%

3%

3% 2% 0% 0%

0%

Share of Voice

0

2000

4000

6000

8000

10000

3-15

3-

19

3-23

3-

27

3-31

4-

4 4-

8 4-

12

4-16

4-

20

4-24

4-

28

5-2

5-6

5-10

5-

14

5-18

5-

22

5-26

5-

30

6-3

6-7

6-11

6-

15

6-19

6-

23

6-27

7-

1 7-

5 7-

9 7-

13

7-17

7-

21

7-25

7-

29

8-2

8-6

8-10

8-

14

8-18

8-

22

8-26

8-

30

9-3

9-7

9-11

9-

15

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Case Study: Aid Strategy Setting

Process

4. Test hypotheses and optimize.

Sysomos: Filter un-relevant data, adjust key words and testing different time frames.

On-line survey: Determine aided and unaided results.

5. Draw assumptive insights.

Sysomos data doesn’t fully align with on-line survey results.

Intel is in the middle of the pack.

Targeted audience is open to hear Intel’s cloud vision.

Action: Introduce Intel’s cloud vision as a key strategic initiative.

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Think Outside the Social Data Box

1: Marketing: Clearly define what you want to solve.

2: Science: Compare insights from multiple different quadrants.

3: Art: Apply judgments while continually optimizing.

Marking is both Art & Science