social media espionage

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Stephen Dimarco, CMO of Compete, explains how some of the biggest brands gain competitive intelligence and advantage over their competitors.

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  • 1. Social Media Espionage
    Presented at Monitoring Social Media |Boston
    October 5, 2010

2. Why Social Media Espionage?
3. Alternate title: Snooping on your Rivals
4. Lets stick with Social Media Espionage
5. Imagine how hard physics would be if particles could think.
Nobel Prize-winning elementary particle physicist
Murray Gell-Mann
6. Its holistic and non-linearjust like consumers
The perfect marketing measurement system
6
7. 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 existingtools including:
bitly
Cymfony
Crimson Hexagon
Digimine
Facebook Insights
Radian6
Sysomos
Trendrr
Scout Labs
Twitter Stats
8. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales
Looking past views and comments to understand the behavioral after-effects of video campaigns
8
9. Amex co-opted Twitter to Build an Audience
9
www.openforum.com (circa 2009)
www.guykawasaki.com (circa 2009)
10. Now building an audience that sticks and grows
www.openforum.com
circa 2010
11. OPEN brand page on Facebook
12. OPEN Forum twitter page
13. 13
building an audience that sticks and grows
Monthly Unique Visitors to open.com and openforum.com
14. 14
building an audience that sticks and grows
5.6% of all traffic to openforum.com is from social networks
Top referring social sites to openforum.com
15. 15
building an audience that sticks and grows
102%
Growth in
Total Referrals
Share
Top referring sites to openforum.com
16. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales
Looking past views and comments to understand the behavioral after-effects of video campaigns
16
17. Seeing beyond Facebook Insights
17
18. 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 19. Shopping functionality 20. Gift idea generator 21. Store locator, 22. Twelpforce Twitter feed

18
23. and channels them into its shopping funnel
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
19
24. 20
Now building an audience that sticks and grows
4.3% of all traffic to Bestbuy.com is from Facebook
Top referring site to bestbuy.com
25. Gain new insight into how American Express has engaged a steadily growing base of small and medium-sized business owners
Understand how BestBuyis tapping Facebook to generate incremental website visits, shoppers and sales
Looking past views and comments to understand the behavioral after-effects of video campaigns
21
26. OldSpicerevitalizesitsbrand
27. reaching new consumers

  • 4.4 MM Aggregate Views in first month (8.4MM YTD) 28. Average viewer watched video 2.2 times 29. Online reach of 2MM unique people (3.8MM YTD)

generating positive scentiment
30. and creating new consumer behaviors
Social media discussions on brand increased by 600%
Consumers posted over 1,700 links to video
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
17% of the audience visited an Old Spice branded site
31. It pays to spy.
For more information or copies of the ppt, feel free to email me at sdimarco@compete.com.