social media explorer social media presentation

Download Social media explorer Social Media Presentation

Post on 20-Jan-2015

239 views

Category:

Documents

2 download

Embed Size (px)

DESCRIPTION

 

TRANSCRIPT

  • 1. Bringing balance to the forceThe case for pulling data before pushing content Malcolm De Leo Chief Evangelist @innovationmuse Innovationmuse.blogspot.com1| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide.

2. Social Media Listenings Business RealityThe cultural conundrumpublic Consumerstrust socialdata foradoptiondecisions business Businessesare lagging in Social Mediamaturitytheir trust2| Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 3. To push or to pull?Which one first is the question3 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 4. What is the marketplaces current balance?The market continues to focus on creating content more than understanding itSocial80% ofMarketMarketplace Insights Engagement PullPush ROIMessage Data ContentCorrelationInteraction ~20% ofCorporate Market Landscape Our need to understand only grows as thetotal volume continues to accelerate4 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 5. Why is pull important?Use Case TypeTrendingSearch for lead user insightsProduct Innovation Have an informed product strategyBrand HealthUnderstand day by day emotionSocialCompetitive Intel Be proactive and targeted in messaging MarketplaceProduct LaunchEvaluate my campaign during and afterMoreCampaign Tracking Improve your engagement effectiveness Targeted PushCrisis Management Create a 360 view of the problemRisk ManagementUse knowledge to respond appropriately 5 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 6. How do organizations think about pull? The 4 Stages of Social Pull EffectivenessFeature Oriented Content Oriented Accuracy & Quality Full IntegrationLow EffectivenessUnaware - Can you see it?50% of marketModerate EffectivenessAware - How much can you see?30%-35% of market (current market average)High EffectivenessReactive - Is what you see trustworthy and actionable?10%-15% of market market research firmsPioneeringProactive - Will it work with your business?1-5% of market 6 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 7. The Promotion: Steal a baseSteal a tacoThis yearDoritoslocos Tacos instead of regular ones10/127 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 8. The Campaign: An OverviewAmongst all Taco Bell chatterwe can see the promotion!!! Volume RisesSentiment Rises8 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 9. The Campaign: Zooming InA successful promotion with great results9 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 10. BUT Hurricane Sandy RAINS on Taco Bells Parade10 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 11. Does this problem rise up within the data?The issue at a campaign level is emerging Themes 10/28 Viral Look- 10/28 Hashtags 10/28Geographic Look- 10/2811 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 12. If you knowyou can decide what to doLooking at the deepest level the issue is trending upward 10/27 to 10/2912 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 13. Proactive Customer Service at its finestTaco Bell chooses the proactive approach to ensure success!13 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide. 14. Why become a champion of balance in the FORCE?Pulling will elevate a program to new heights 14 | Confidential | 2012 NetBase Solutions. All Rights Reserved Worldwide.