benjamin spiegel's presentation on social media analytics during clickz toronto #czlto
TRANSCRIPT
PowerPoint Presentation
May 1416, 2014
#CZLTO | @ClickZLive
The Global Conference Series Designed by Digital Marketers, for Digital MarketersListening beyond the likeTruly understanding your audiencesBenjamin SpiegelSr. Partner, Managing DirectorStrategy & Insights@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
CLICKZ LIVE NYCI MADE A CONFESSION@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
I AM A HOARDERI HOARD DATA ALL KINDS OF DATA@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
RAISING AWARENESSABOUT ANOTHER EARTH SHATTERING ISSUE@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
#BSSM SYNDROME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
SERIOUS ISSUETHAT IS AFFECTING 1000s OF BRANDS & AGENCIES@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
B*** S**T SOCIAL MEDIAMEASUREMENT SYNDROME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
THE BLIND BELIEVE IN USELESS SOCIAL MEDIA METRICS DRIVEN BY B*** S**T KPIs#BSSM
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
MY GOAL FOR TODAYCREATE OVERALL AWARENESS & PROVIDE OVER THE COUNTER SOLUTIONS@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
STOCK IMAGES ARE REALLY EXPENSIVE.@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
CONFUSED?OKAY, NO MORE STOCK PHOTOS & FANCY TITLES, EXAMPLES HERE WE GO@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BEAUTY BRAND X92% of revenue is from their female anti-aging line@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
PROUD 500k FOLLOWERSTHIS WAS THEIR PRIDE AND JOY@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BUT WHEN WE LOOKED49% of audience was male@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
LETS TALK ABOUT TWITTERAND HOW ITS AFFECTED BY #BSSM SYNDROME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES
WHAT BSSM SUFFERERS MIGHT SAYIN ORDER TO RETAIN OR WIN YOUR BUSINESS@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
Agency to Brand:
Our newest influencer, @XYZ has 175k followers. Now they follow us
Another win! @nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BUT IT DOES IT REALLY MATTER?THAT A SPAMMER IS FOLLOWING YOU?@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
A personal example:
Yes, I just got a real world brand with 223k followers to follow me
Another win? @nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BEN & JERRYs FOLLOWED METHEY ARE INFLUENCIAL, VERFIED AND A TANGIBLE BRAND NAME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
HOWEVER@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
B&J NEVER INTERACTED WITH METHEY NEVER SHARED MY CONTENT, TWEETED, LIKED OR ENGAGED WITH ME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
SIMPLY PUT@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
B&J NEVER IMPACTED MY BUSINESS@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BUT ITS MORE THAN JUST RELEVANCE@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
ADAGE FOLLOWED MEA FEW YEARS AGO, AND THEY ARE RELEVANT@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
BUT THEN AGAIN,NO INTERACTION = NO RESULTS @nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
SO ADAGE NEVER IMPACTED MY BUSINESS@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
THE SIMPLE SOLUTION IS@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
MEANINGUL RELATIONSHIPSTHAT PROVIDE A VALUE EXCHANGE@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
QUICK EXAMPLE@GoogleAnalytics started to follow me last year. However, 0 interactions lead to 0 impact
@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
The Idea/Solution:
Create a piece of content that connects with Google Analytics while providing value to the reader@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
CUSTOM TAILORED CONTENTPROVIDING VALUE EXCHANGE@nxfxcom
TO SUM IT UP@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
TODAYS TOPLINE KPIs ARE USELESSKlout, Followers, Re-Tweets, Likes etc. are all useless!@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
OKAY, SO NOW WHAT?@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
DATA DRIVEN SOCIAL STARTEGYLeveraging social conversations to create meaningful 1on1 connections@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
DATA AGAIN?@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
YES, DATA AGAIN! @nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
I believe data is everywhere, and anything that is not data is guts or experience@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
GUTS I believe guts is an unconscious behavior driven by experience@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
And experience means to me:
You have done it before, you remember the outcome and now you are making decisions against these learnings
Benjamin Spiegel@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
EXPERIENCE = DATASo back to data driven approach@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
So what is the solution, where do I start?@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
1. FORGET LISTENING TOOLSIf you want to LEAD, you need to INNOVATE, everybody has the same tools, however nobody can tell a complete story like you can do with the right data.@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
2. DESIGN CUSTOM MODELSDriven by social data and deeper understanding of conversations and context@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
3. USE APISTo get the most raw, detail level data.@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
SAMPLE FACEBOOK DATA
Type of Post (Link, Image etc.)Gender of UserName of UserImage of UserLocaleLikesSharesCommentsTime of activityActual post/message@nxfxcom
SAMPLE TWITTER DATA
Tweet Info:Date/TimeDevice/SourceLocation (Lat/Long)FavoritesRetweetsIn Reply toAuthor Info:NameVerified StatusFollowersFollowingFavoritesListedTweets@nxfxcom
NO DEVELOPMENT BUDGET?@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
No worries There are non geek ways@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
DATA AGGREGATORSAll the data in one place@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
(HISTORIC) DATA AGGREGATORSAll the data in one place
@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
MULTIPLE DATA SOURCES@nxfxcom
@nxfxcom
4. COLLECT DATAONCE CONNECTED, START COLLECTING IN REAL TIME@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
100s of STORAGE OPTIONSDATA COLLECTION HAS NEVER BEEN EASIER
@nxfxcom
5. ENHANCE DATASTART CONNECTING YOUR BUSINESS KNOWLEDGE WITH THE SOCIAL DATA@nxfxcom
6. DELIVER REAL INSIGHTSNOW YOU HAVE THE DATA YOU NEED TO TELL TRUE STORIES@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
(THIS IS REALLY COOL IN PERSON, IF YOU WANT TO SEE IT IN REAL TIME, LET ME KNOW)@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive
TRUE AUDIENCE UNDERSTANDING@nxfxcom
WHEN HOW AND WHERE@nxfxcom
CONQUESTING@nxfxcom
BENJAMIN SPIEGEL@nxfxcom - #BSSM@nxfxcom
May 1416, 2014 | #CZLTO | @ClickZLive