Is Data The Holy Grail for Marketers?
Transcript of Is Data The Holy Grail for Marketers?
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Welcome to techmap: Is Data the Holy Grail for Marketers?
Join the conversation: #techmap
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Housekeeping Notes1. Share on social #techmap2. Ask a question3. Meet your fellow techmappers4. Session is being recorded
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Our speakers…Tim BarkerChief Product Officer, Datasift
Mat MorrisonMarketing Strategist
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“DATA IN THE 21st Century is like Oil in the 18th Century: an immensely, untapped valuable asset. Like oil, for those who see Data’s fundamental value and learn to extract and use it there will be huge rewards.”
Joris Toonders
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Tim BarkerChief Product Officer, Datasift
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Tim Barker Chief Product Officer@timbarker
What Facebook Topic Data means for Consumer Insights
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Social Data is the New Don Draper
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Separate Signal from Noise
Derive meaning from text
Extracting Insights while protecting privacy
Limitless Potential of Insights of Human Created Data
Fuelled by social, human-created data is growing exponentially
Big Barriers to extracting value from data
The challenges of analyzing human-created data
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Human Data Intelligence
Build a data ecosystem
Build analytical applications and insights from a universe of
human-created data
Platform for companies to access, interpret and analyze human data at
scale
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Topic Data
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Surfacing Insights across Facebook
Facebook Page
Topic Data
Posts, Likes and Comments on brand-owned page globally
Posts, Likes and Comments on Facebook
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Challenges in using Social Data for Consumer Research
Data isn’t representative of population
Can’t normalize to remove
demographic bias
Huge effort to interpret unstructured
data
Public networks have self-
promotion bias
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Boom! Facebook Topic Data is a Killer App for Research
Data isn’t representative of population
Can’t normalize to remove
demographic bias
Huge effort to interpret unstructured
data
Public networks have self-
promotion bias
38 Million People in UK
Surface Insights across
Insights with Demographic
s
Data Structured for Easy Analysis
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Demographics on Posts and Engagement Data
15
Gender Age Range Location
MaleFemale
18-2425-3435-4445-5455-6465+
CountryState / Region
Self-declared, not derived.
Break-down the Audience engaging with my Brand by Demographic Segments
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Categories and Topics from the Facebook Open Graph
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CONTENT
TOPICS
Ford (Company)Automotive (Category)
Going to test drive a new Ford!
Analyse the Topics Associated with a Company, Brand, Event
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How to start using Topic Data
APPLICATION DEVELOPER ENTERPRISEAGENCY
Topic data enables the ecosystem to innovate
Create a differentiated social data product.
Leverage an ecosystem of
Facebook-enabled applications
Build your own data products. (developers
required)
Access topic data via applications or agencies.
Create custom solutions that use insights derived from
topic data. (developers required)
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Mat MorrisonMarketing Strategist
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THE THING ABOUT THE INFLUENCERS@mediaczar
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GLADWELL PUBLISHES “TIPPING POINT”
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SOCIAL MEDIA MARKETING TAKES OFF
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THE LAW OF THE FEWThe success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts
The Tipping Point (2000)
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EVERYONE’S AN INFLUENCERIn light of the emphasis placed on prominent individuals as optimal vehicles for disseminating information, the possibility that “ordinary influencers”— individuals who exert average, or even less-than-average influence — are under many circumstances more cost-effective, is intriguing.
Everyone’s an Influencer: Quantifying Influence on Twitter (2011)
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BUT GLADWELL MORE ATTRACTIVE
CELEBRITIES BECOMING CHAN-NELS
“NARROWCAST” BECOMING VI-ABLE
INCREASED SPEND
TALENT REPRESENTATION
INTEGRATED CAMPAIGNS
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BURNING QUESTION
HOW TO VALUE ACTIVITY?
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CHANNEL CONTENT
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WHAT’S THE STORY?Treating Influencers as “Content” or “Co-creators”
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Reggie Hannah
Jim Tanya
SEARCH DATA
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SEARCH DATA
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SOCIAL DATA
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LET’S LOOK AT THE CHANNEL
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WORTHMEASURING
CAN BEMEASURED
optimal focus
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WORTHMEASURING
CAN BEMEASURED
industry focus
optimal focus
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WORTHMEASURING
CAN BEMEASURED
industry focus
optimal focus
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2,541 impressions (Twitter) 43,502 impressions (Tweetreach)
43,502
2,541≈ 17x
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THE FRY EFFECTWhen I tweet a link it usually gets around two or three thousand requests a second. Especially if I word it in a way where I really want people to go to a site.…Fifty per cent of the time the site is down in seconds – even when we've contacted site owners and they've told us everything will be fine. It's often an unprecedented amount of traffic, and they don't have the required capacity.
“How Stephen Fry takes down entire websites with a single tweet”
Tech Radar,March 2010
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SO MUCH INFLUENCE. VERY TRAFFIC.
WOW.
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MIGHT WE USE TRAFFIC AS A PROXY FOR VALUE?
bit.ly/1JBS79I+
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LET’S LOOK AT @STEPHENFRY’S LAST 3,000 TWEETS…
Found 284 bit.ly links
Used “best case scenario”
1.6Kmedian clicks-per-link
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FRY HAS 9.5M FOLLOWERS. HOW MANY SEE HIS TWEETS?
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IMPRESSIONS-PER-TWEET (NOT FRY’S)
Friendly global tech influencer
100K followers
5K median imps-per-tweet
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MAYBE RETWEETS-PER-TWEET ARE A GOOD PROXY?
Friendly global tech influencer (same one)
0 10 20 30 40 50 60 70 800
5000
10000
15000
20000
25000
30000
RETWEETS-PER-TWEET
RETWEETS
IMPR
ESSIO
NS
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SO WE COULD BEGIN TO MAKE COMPARISONS…
Fry’s median RT: 113My friend’s median RT: 4
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PRESELECTED SUGGESTED ACCOUNTS
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BLOGGERS
YOUTUBERS
TWITTER ACCOUNTS
INSTAGRAMMERS
CELEBRITIES, ATHLETES, ENTERTAINERS
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BLOGGERS
YOUTUBERS
TWITTER ACCOUNTS
INSTAGRAMMERS
CELEBRITIES, ATHLETES, ENTERTAINERS
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SAMPLE YOUTUBE VALUATION
1.2M SUBSCRIBERS
£15K ENGAGEMENT£12.50 CPM
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VIEWS HISTOGRAM (ZOOMED IN)
111K median views-per-video
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SAMPLE YOUTUBE VALUATION
1.2M SUBSCRIBERS
£15K ENGAGEMENT£12.50 CPM
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SAMPLE YOUTUBE VALUATION
111K VIEWS
£15K ENGAGEMENT£135 CPM
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WHAT’S THE VALUE OF AN INFLUENCER?
ACCESS TO AUDIENCEIMPROVED MEDIA EXPO-SURE
ENHANCED CREDIBIL-ITY
INCREASED CONVER-SION
IMPROVED SEARCH VISIBIL-ITY
ENHANCED CONTENT MARKET-ING
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THANK YOU!
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