Social media explorer Social Media Presentation
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Transcript of Social media explorer Social Media Presentation
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.1
Bringing balance to the force…The case for pulling data before pushing content
Malcolm De LeoChief [email protected]
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.2
Social Media Listening’s Business RealityThe cultural conundrum
• Consumers trust social data for decisions
• Businesses are lagging in their trust
business
public
Social Media maturity
adop
tion
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.3
To push or to pull?Which one first is the question…
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.4
What is the marketplace’s current balance?The market continues to focus on creating content more than understanding it…
Social Marketplace
CorporateLandscape
PushContent
Pull Data
InsightsROI
Correlation
EngagementMessage
Interaction
~20% of Market
80% of Market
Our need to understand only grows as the total volume continues to accelerate…
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.5
Why is pull important?
Social Marketplace
Search for lead user insights
Have an informed product strategy
Understand day by day emotion
Be proactive and targeted in messaging
Evaluate my campaign during and after
Improve your engagement effectiveness
Create a 360 view of the problem
Use knowledge to respond appropriately
More Targeted
Push
TrendingProduct Innovation
Brand HealthCompetitive Intel
Product LaunchCampaign Tracking
Crisis ManagementRisk Management
Use Case Type
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.6
How do organizations think about pull?The 4 Stages of Social “Pull” Effectiveness
Low EffectivenessUnaware - Can you see it? 50% of market
Moderate 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 firms
PioneeringProactive - Will it work with your business?1-5% of market
Feature Oriented Content Oriented Accuracy & Quality Full Integration
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.7
The Promotion: Steal a base…Steal a tacoThis year…Doritoslocos Tacos instead of regular ones
10/12
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.8
The Campaign: An Overview…Amongst all Taco Bell chatter…we can see the promotion!!!
Volume RisesSentiment Rises
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.9
The Campaign: Zooming InA successful promotion with great results
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.10
BUT Hurricane Sandy RAINS on Taco Bell’s Parade…
| 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 – 10/28 Geographic Look- 10/28
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.12
If you know…you can decide what to doLooking at the deepest level the issue is trending upward
An Emerging Problem?
10/27 to 10/29
| Confidential | © 2012 NetBase Solutions. All Rights Reserved Worldwide.13
Proactive Customer Service at its finest…Taco Bell chooses the proactive approach to ensure success!
| 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