salondu bi nexalogy
TRANSCRIPT
CGT talk at Infopresse@cgtheoret
La Révolution des données sociales
@cgtheoret
@cgtheoret
Every minute 8-10 months ago:
• 48 hours of video are downloaded on Youtube• 320 new accounts and 98,000 tweets appear
on Twitter• 168,000,000 million emails are sent • 20,000 new posts on Tumblr• 6,600 photos appear on Flickr• Over 20% of all websites are
CMS/wordpress/etc…
Every minute today:
• 60 hours of video are downloaded on Youtube• ??? new accounts and 236,000 tweets appear
on Twitter• 204,000,000 million emails are sent • 28,000 new posts on Tumblr• 1,600 photos appear on Flickr !!! No shit!
@cgtheoret
@cgtheoret
@cgtheoret
@cgtheoret
@cgtheoret
@cgtheoret
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Difficult and expensive to extract
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Difficult and expensive to extract
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Difficult and expensive to store and distribute
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) in its unrefined
form
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) in its unrefined
form
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Cheapest (and least useful) when its unrefined
@cgtheoret
In a lot of ways “Big Data” is like Oil…• More expensive at every step of refinement
@cgtheoret
In a lot of ways “Big Data” is like Oil…• More expensive at every step of refinement
@cgtheoret
In a lot of ways “Big Data” is like Oil…• But even if it refined, how do how handle this
much of it?
@cgtheoret
In a lot of ways “Big Data” is like Oil…• Produces a plethora of derived products
@cgtheoret
“companies must begin treating data as an enterprise wide corporate asset while also managing the data locally within business units.” Forbes, March, 2012
@cgtheoret
Social Media and BI … so many reasons
• Relatively inexpensive consumer and market research tool• Real time customer support channel• Perfect channel for influencer research and outreach• For certain products can be a go to market channel• Obvious source of competitive intelligence• Can be crucial in SEO strategies
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LP Royer case study
safety boot manufacturer
Challenge: design a new strategy dashbaord to help it navigate a period of change : entering the US market
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http://www.pwc.com/us/en/technology-forecast/2012/issue1#
Strategy Research Plan
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what do you want to get ?
• Customer Relations• Brand Comparisons• Community Outreach• Strategic Planning• Community Awareness• Issue Tracking• Crisis Monitoring• Thought Leadership Strategy
Goals: need to be clearly defined for ROI1. Understand brand positioning and
competitor positioning2. Understand how consumers and key
influencers use social media in the industry3. Understand key characteristics of the
conversations: regional, demographic, new markets
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search design: number of queries goes up quickly: 40 queries sometime 100’s
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Your BrandYour Brand
Competitor ACompetitor A
Competitor BCompetitor B
Competitor CCompetitor C
Competitor DCompetitor D
Issue AIssue A
Issue BIssue B
Issue CIssue C
Issue DIssue D
Issue EIssue E
Issue FIssue F
Issue GIssue G
Issue HIssue H
work process
SM data quality is an issue …
Twitter: 50% of brand followers are bots
Or in some cases over 90 %…
Interest graph used to filter out…
Data cleaning: tools are a must
• 95 000 blog posts over 3 years with keywords
• Immense use of content farms by competitors
• Only 5000 blogs were not part of content farms
• Only 1500 blog posts were high value for the client
That is only 1.5% !!! Signal to noise ratio!
social media intelligence
Monitoring Intelligence
Engagement Insights
Single items Interest Graphs
Operational tactic Strategic decision making
Reacting in the present Planning for the future
Lists Communities and Networks
conversation timelines
• Look for patterns and trends– Seasonality
• Understand what drives peaks• Comparisons
– By topic/issue– By competitor– By campaigns
Lexical map/Interest graphCharacteristics
Style
Safety and Stereotypes
typology
Neophyte
Negative
Professionel
Positive
• Groups publishers• Understand by interest• Guide strategic planning• Content development
publisher scoring
• Human analysis• Hand coded• Reading the blogs is key!• Scored based on client input• Percentage representation of all data
Results:
1. Understood brand positioning and competitor positioning: key for entry into the US market
2. Found 2 new distinct market opportunities 3. Discovered which characteristics consumers
appreciated about the products4. Much cheaper, faster and measurable than
conventional methods…
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@cgtheoret
@cgtheoret
Thank you!