how do red bull, the hershey company, and intel turn big data into competitive advantage
DESCRIPTION
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."TRANSCRIPT
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How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage
S.I. Newhouse School of Public Communications
Global Leaders in Digital and Social Media Speaker Series
March 20, 2013
#NewhouseGLDSM
Contents are proprietary and confidential.
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Contents are proprietary and confidential.
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Contents are proprietary and confidential.
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The communications landscape is changing…
Contents are proprietary and confidential.
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How We Consume Media Has Changed…
Yomiuri Shimbun is the top
newspaper
14 million
2.2Internet users
online
A large PC manufacturer
may have
250in use at any one
time
The # of devices in use vs. the online population of the
world is easily
today and growing
3:1million systems
billionreaders
#NewhouseGLDSM // @chuckhemann on Twitter
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Our Brand’s Story Must be Told in Different Ways to Succeed
The majority of content we consume is not via a media outlet. It is through our friends and networksMedia refers to all
content
Blogs, Twitter, Facebook wall, mainstream media, video
News flow has 5 drivers
If “media” is redefined, how could media plans stay the same?
Media plans are becoming obsolete
Our information needs change as our journey evolves leading to different content, places and devices
Multiple Channel Content
Consumption
65% of people believe they are visual learnersVisual Trumps Copy
Content is now part of the rhythm of life. 1,9,90 Content must be Fluid
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Understanding the 1,9,90 Rule
1 9 90
Content Creators
• Top influencers – 1% or less who reach the world of your current and potential customers.
• Important to build relationships here.
Content Sharers
• 2nd concentric circle of influence – where the top influencers get their content and ideas.
• Important to surround sound paid + earned media.
Broad Community
• Like-minded customers who are not yet connected to the brand.
• Important to educate them, provide a unique experience, and share audiences with others
#NewhouseGLDSM // @chuckhemann on Twitter
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The Opportunity is Unveiling Itself
Newsflow• Blogs and twitter drive 2/3 of flow• Five drivers of newsflow• Mainstream media news cycles driven
by average of 5 people• Online content cycles driven by <50
people
Human Behavior• We are only snowflakes to our parents• We all follow patterns• Influencers (top 50) typically source
from no more than 4-5 people• Who are the top sources?
Media Consumption Patterns• I read what I want, where I want• Social channels are becoming the new
“third place”
The Social Footprint• easy to see where content is shared
and with whom• Preferred words are clear• Content needs are clear
Four Drivers of Change
#NewhouseGLDSM // @chuckhemann on Twitter
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Interpreting Behavior
AWARENESSGetting someone’s attention is the beginning of every relationship. Sometimes a whisper is more impactful than a shout. Yet, volume won’t matter if your story isn’t compelling.
ACTIONYou’ve hit pay dirt. Customers are now engaging directly with your brand gaining first hand experience but now they are behind the wheel.
AMBASSADORWe’ve reached the defining moment, customers share their experience, carrying the brand forward to people we could never reach. Now we must forge a partnership with our most loyal customers who are our best advocates… make that evangelists.
ASSESSMENT (PRE)You’ve got their ear. This is where decisions are made, so what you say – and how you say it – needs to resonate and penetrate the customer’s consciousness. If successful they take action.
ASSESSMENT (POST)Hope you made a good first impression. Now they get to evaluate their experience and relationship with your brand. Did it deliver on the promise? Did it disappoint? Either way, you have to be there to answer.
#NewhouseGLDSM // @chuckhemann on Twitter
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People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
Marketers are Currently Swimming in Data
#NewhouseGLDSM // @chuckhemann on Twitter
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Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
#NewhouseGLDSM // @chuckhemann on Twitter
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How is Research Changing to Meet the New Communications Landscape? 10 Trends in Digital Analytics
Contents are proprietary and confidential.
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#1 – (Tool) Buyer Beware
Social Media ListeningSocial Media Engagement
Influencer AnalysisAudience AnalysisContent AnalysisSearch Analytics
“”
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Hundreds of Available Tools with no Clear Link… Yet
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#2 – Two Clear Listening Models Emerging
Listening for program planning and listening for
content development“ ”
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• What are people saying about your brand
• Where people are talking about your brand
• When people are talking about your brand
• Who is talking about your brand
• Why people are talking about your brand
Taking a Step Back to Set Proper Goals
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Listening to Develop Content in Real-Time
#NewhouseGLDSM // @chuckhemann on TwitterPhoto credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi
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Top Brands Becoming Content Curators…
• Top curated content from pre-screened, influential online sources.
• Content created by approved staff contributors.
• Ranked by online reach + whether staff has interacted with it.
• Potentially featured by a staff Editor.
#NewhouseGLDSM // @chuckhemann on Twitter
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#3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party
Digital data’s value extends well beyond its applications
for public relations and marketing“ ”
#NewhouseGLDSM // @chuckhemann on Twitter
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• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those insights
• In practice, much more difficult to execute at large companies
• Requires central source for listening with organization
Making Social Data Work Outside of PR/Marketing
#NewhouseGLDSM // @chuckhemann on Twitter
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Social Customer Service is an Emerging Approach
#NewhouseGLDSM // @chuckhemann on Twitter
• Shift in importance away from traditional customer service channels toward social media, smartphones and internet sites
• 79% of respondents in the survey cited the immediacy of interactive channels in their preference
• 46% cited those interactive channels as the most efficient communication method
• Listening to conversations for customer service requires dedicated team, technologies, measurement techniques and processes
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Samsung and Delta are Two Strong Case Studies
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#4 – We Drop “Social” from Social CRM
CRM platforms evolve to incorporate social data more
easily therefore eliminating the need to keep using social in
front of CRM“
”#NewhouseGLDSM // @chuckhemann on Twitter
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The Good News is Current Systems are Evolving…Slowly
#NewhouseGLDSM // @chuckhemann on Twitter
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#5 – Internal Ownership Becomes Critical
Companies are dealing with a massive amount of customer
data and need to build platforms to handle it“ ”
#NewhouseGLDSM // @chuckhemann on Twitter
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#NewhouseGLDSM // @chuckhemann on Twitter
Intel Has Developed a Social Cockpit…
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#6 – Command Centers are Valuable… Kind of
Command centers are valuable internal tools that
rally the organization around the idea of social
media/listening to customers“
”#NewhouseGLDSM // @chuckhemann on Twitter
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#gotoexplore
#NewhouseGLDSM // @chuckhemann on Twitter
Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends
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#7 – Measurement Finally Becomes Integrated
Communications has been working to break down silos for years. It’s time to do the
same in measurement “ ”#NewhouseGLDSM // @chuckhemann on Twitter
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Timely Intelligence Timely Decisions
Daily:Media flow, news synopses, topline opinions
Weekly:KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Monthly:KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Hourly:Competitive alerts and crisis management
Quarterly:KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Annually:Business and comms planning, long-range strategy, KPI assessment and goal setting
#NewhouseGLDSM // @chuckhemann on Twitter
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Institutionalize Standard Metrics Awareness(Reach)
Assessment(Consideration)
Action(Engagement)
Ambassadorship(Loyalty/Advocacy)
Social Networks (Facebook)
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Blogs Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Microblogs Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Metric #1Metric #2Metric #3
Audio (podcasts) Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Video (YouTube) Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Images (Flickr) Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Documents (SlideShare)
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Forums Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Wikis Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Search (Google) Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
Metric #1Metric #2
#NewhouseGLDSM // @chuckhemann on Twitter
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#8 – Analytics goes hyper-local
As marketing programs are built to reach people in specific geographies,
analytics tools will need to be built to keep up
“”
#NewhouseGLDSM // @chuckhemann on Twitter
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Track conversation by zip code, town, store
#NewhouseGLDSM // @chuckhemann on Twitter
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#9 – Forensic Analytics Becomes a Critical Capability Within Companies
Digital and social media present untold opportunities to learn about our customers.
The trick is moving beyond counting to actually understand behavior
“”#NewhouseGLDSM // @chuckhemann on Twitter
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#10 – Influencer Analysis is not Synonymous with Klout
The current suite of influencer solutions do not fully capture
how influential a person is online“ ”
#NewhouseGLDSM // @chuckhemann on Twitter
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The Current Influencer Tools are not the Devil, but Don’t Accurately Gauge Influence Either
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<50 People Drive Share of Conversation Online
• Have complete clarity into who influences your world, and how to reach them with your content.
Thousands of key
phrases.
Millions of webpages.
100+ Metrics.
Hundreds of Outlets.
50 Top Influencers.
#NewhouseGLDSM // @chuckhemann on Twitter
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Where Did This Come From?
Chuck Hemann – Director, Analytics at WCG
Ken Burbary – Chief Digital Officer at Campbell Ewald
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