Monetizing the social web, March 2013

Commercial value from the social web

New thinking, new methods...results today!

© DIGIVIZER PTY LTD 2013

In March 2013 DIGIVIZER presented to the iLEAD Talent Exchange program…

a mentor program for senior leaders in Australia’s security sector…


The brief was to answer…

Where is social media tracking?

What are the latest social media trends?

And how can organizations monetize social media?


Social media always start out as a comment here, a post there…


and seemingly move quickly to a confused collection of overwhelming ‘noise’…

…that begs two obvious questions:


What does this mean for my organization?

How do I make money from this?


Social media are now about…

more than just measurement…


Social media are now about…

uncovering the hidden truth (insights) behind the conversations...

scaled up to the millions of people using the social web...

and scaled down to the individual...

mapped to your database...© DIGIVIZER PTY LTD 2013

with actionable insights and trigger-based leads


An analogy...

You want to get into the minds of drivers of a particular brand of car...

AutoMoto


You start by counting the number of AutoMotos using the Sydney Harbour Bridge at rush hour, on a Tuesday...


This provides you with a snapshot...

You can extend the measurement to every weekday in-bound at rush hour...

You can count those leaving in the evening...


You can set up cameras to monitor the AutoMoto logo on the bonnet,

and the AutoMoto word on the rear of every car using the Sydney Harbour Bridge,

in both directions,

24 hours a day for a week...© DIGIVIZER PTY LTD 2013

You can then extrapolate if you want to...

(but now you're using educated guesswork...)


So you have cameras monitoring the Bridge continuously...

and you are so pleased with the measurement of traffic volume that you decide to add other car brands to draw comparisons...

and you decide to add all the other bridges in Sydney...


And the results are:

Month 1: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 20,000.




So what?


So what?

You still only have a static snapshot…

All you know are numbers:

cars into the city,

out of the city,

by route,

by day...


So what?

All you've done is measure dumb volume.

You do not know what's in the minds of any of the drivers, let alone each and every driver...


So what?

Nor do you have any connection with this simplistic volume...

What are their names?

Does AutoMoto service the cars or not?

Who are their dealers?


Why do they drive an AutoMoto?

Why do they make the journey?

Are they happy with their car? Why? Why not?

What do they need to service their car?

And which of these people are looking to upgrade to a new model, or for a different type of vehicle?


What you cannot do…

You cannot make decisions...

You cannot measure the return on the measurement investment you've just made...

You cannot make money...


Now…

Replace AutoMotos on bridges with social media channels…


You can now…

gather the insights, the hidden truths, behind the conversations on the social web...

for the whole of Australia...

mapped to your database


You can now…

replace the thousands of drivers with millions of Australians using the social web...

replace camera on bridges with DIGIVIZER technology...

replace the gap between the number plates and the customer database with a 'DIGIVERSE' mapped to your database


You can now…

finally...replace aggregated static numbers

with dynamic, real-time updates, and…

with trigger-based leads and actionable insight for every individual car owner


How it works...


Connecting social media channels to your existing database…


Map people talking on the social web to a customer database…

and deliver real-time, relevant customer insights and lead triggers for instant action


DIGIVIZER untangles the complexity of the social web

New ways to unlock value from the social web

contentpeople

connectionsnetworks

communities

Where and how are people connecting?

What happens when people get together?

How do messages spread?

spacesHow do they feel about these?

brands

What is being said?

What topics are being discussed?

influencers

How social are your customers?

customers What can we learn about each of them?

Who can we meaningfully engage?


Data-bases

customers

prospects

Social platforms

Mapping individuals to the social web…


Mapped individuals

Triggers from social platforms

Relevant and timely leads to action

…to create real-time leads based on social events and triggers


YOUR CRM ENGINE

Operational systems

Data marts

Customer database

Contact decisions

In-bound touch points

Out-bound touch points

YOUR CRM ENGINEYOUR CRM ENGINE

Operational systems

Data marts

Customer database

Contact decisions

In-bound touch points

Out-bound touch points

Here’s what you now have…

Social segmentation

of attitudes, influence, segments...

Behaviour

of the media, around brands, topics, interests...


Here’s what you now have…

Networks

of influencers, how campaigns are linked...

Analysis

of what’s being said, by whom, to whom...


You can now map individuals to the social web


What this all means...

Social powered marketing…getting the right message, to the right person, at the right time, with a real ROI

Understanding the digital footprint of the people you know…and the people you should know

Making money from the social web© DIGIVIZER PTY LTD 2013

In other words, you have…

commercial value from the social web


www.digivizer.com

Emma Lo Russo 0419 203 458

Alan Smith 0404 432 700


Monetizing the social web, March 2013

Technology

Transcript of Monetizing the social web, March 2013