social media espionage
DESCRIPTION
Stephen Dimarco, CMO of Compete, explains how some of the biggest brands gain competitive intelligence and advantage over their competitors.TRANSCRIPT
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Social Media EspionagePresented at Monitoring Social Media | Boston
October 5, 2010
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Why “Social Media Espionage?”
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Alternate title: “Snooping on your Rivals”
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Let’s stick with “Social Media Espionage”
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“Imagine how hard physics would be if particles could think.”
Nobel Prize-winning elementary particle physicist Murray Gell-Mann
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It’s holistic and non-linear…just like consumersThe perfect marketing measurement system
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CONSUMERS
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New tools expand your insights and success
But why use the same information as everyone else?
• Opportunity to tap into new tools that complement ones you are already using
• Consumer-centric research panels offer all new, granular and competitive insights
• The value increases as you shift mindset from collecting to connecting metrics
We all use hundreds of existing tools including:
bitly
Cymfony
Crimson Hexagon
Digimine
Facebook Insights
Radian6
Sysomos
Trendrr
Scout Labs
Twitter Stats
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Understand how BestBuy is tapping Facebook to generate incremental website
visits, shoppers and sales
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Looking past views and comments to understand the behavioral after-effects of video campaigns
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Amex co-opted Twitter to Build an Audience
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www.openforum.com (circa 2009)
www.guykawasaki.com (circa 2009)
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www.openforum.comcirca 2010
Now building an audience that sticks and grows
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OPEN brand page on Facebook
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OPEN Forum twitter page
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Monthly Unique Visitors to open.com and openforum.com
…building an audience that sticks and grows
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Top referring social sites to openforum.com
5.6% of all traffic to openforum.com is from social networks
…building an audience that sticks and grows
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102%Growth in
Total Referrals
Share
Top referring sites to openforum.com
…building an audience that sticks and grows
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Understand how BestBuy is tapping Facebook to generate incremental website
visits, shoppers and sales
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Looking past views and comments to understand the behavioral after-effects of video campaigns
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Seeing beyond Facebook Insights
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Microsoft AdidasVitaminWater
Red Bull BestBuy Verizon Chase
Fans(As of 1/5/10)
79,341 2,242,670 1,098,586 2,155,422 1,053,491 824,546 2,024,144
Visitors per Month (Q4 2009 Average)
4,082 8,028 33,756 41,764 76,565 123,251 1,194,796
Fan Penetration(Average Monthly Q4 UVs /
Fans as of 1/5/10) 5.1% 0.4% 3.1% 1.9% 7.3% 14.9% 59.0%
Frequency (Session / UV)
1.0 1.2 1.2 1.3 1.1 1.0 1.4
Intensity (Pageviews / Session)
1.7 2.1 1.8 2.0 1.9 1.6 6.6
Engagement (Min / Session)
1.6 1.9 0.6 0.8 0.6 0.7 1.7
Click and Engage(View more than one page on
a brand FB site per month) 47% 46% 42% 47% 40% 25% 71%
Click and Return (UV returns to brand FB site
within 30 days) 49% 57% 47% 51% 46% 26% 72%
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Best Buy engaged holiday shoppers on Facebook…
• 1.1M fans on Facebook as of Q4 2009
• 127,000 visitors to its Facebook site during November alone from visitors searching for Black Friday deals
• The site provides:- Individual category brand pages- Shopping functionality- Gift idea generator- Store locator, - Twelpforce Twitter feed
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• 74% of time spent within the Best Buy Facebook site was spent within the Shop and Share tab
• 73% of visitors to facebook.com/bestbuy also visited the actual BestBuy.com site in Q4 2009
…and channels them into its shopping funnel
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4.3% of all traffic to Bestbuy.com is from Facebook
Now building an audience that sticks and grows
Top referring site to bestbuy.com
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Understand how BestBuy is tapping Facebook to generate incremental website
visits, shoppers and sales
Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Looking past views and comments to understand the behavioral after-effects of video campaigns
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Old Spice revitalizes its brand…
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…reaching new consumers…
Indexed to Online Video Watcher Population
126 129
9182
75
42
Under 24 25-34 35-44 45-54 55-64 Over 65
Age
• 4.4 MM Aggregate Views in first month (8.4MM YTD)
• Average viewer watched video 2.2 times
• Online reach of 2MM unique people (3.8MM YTD)
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…generating positive scentiment…
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Old Spice branded searches made up 45x as
many searches after viewing
1% of the audience used search to navigate to Old
Spice branded sites
…and creating new consumer behaviors
17% of the audience
visited an Old Spice
branded site
Social media discussions on brand increased by
600%
Consumers posted over 1,700 links to video
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For more information or copies of the ppt, feel free to email me at [email protected].
It pays to spy.