The Data Behind Social
22
building the open enterprise
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No two companies are alike – and their social media strategy shouldn’t be either. How do company values, key customers, and business goals transfer into implementation and success? How do you test, evaluate, and decide which programmes should continue and which should not?This workshop will explore a set of data driven methodologies that use data already available in an organisation, and online, and how to apply metrics and experimentation to drive successful social media strategy.The more you know about your own data, the more likely you are to develop programmes that your customers and employees will actually use.
Transcript of The Data Behind Social
building the open enterprise
“Building theopen enterprise”
Social
Cloud
Mobile DATA
Analysis
“I see companies in all industries using computers to accomplish three broad and deep transformations: they're becoming
more scientific, more orchestrated, and more self-organizing.”
Andrew McAfee, principal research scientistCenter for Digital Business
MIT Sloan School of Management
B2B activity has moved from experimental to routine
Of B2B buyers research online83%
of executives ranked Search Engines as an important information source – higher than any other on/offline resource
64%
of all business decision makers use at least one B2B digital delivery mechanism *for work82%
of IT buyers in SMBs use online videos as part of their research73%
of B2B tech decision makers use social media on the job77%
Of B2B buyers purchase online51%
Of B2B prospect buyers start their journey with search>70%
of executives now consume 75% of their work-related media electronically55%
Social Referral Traffic
Social vs Search
4,000,000 Web searches
500,000 Content shares
100,000 Product searches
40,000 Tweets created
40,000 Links shortened
In the last sixty seconds…
Situation Geo-location
Device
Attention Clicks, Transactions
Intention Search
Data Sources
Connection Social graph
Add the 4 C’s to the 4 P’s (product, price, place, promotion)
Content (the subject)
Context (relationship – inquired, bought, recommended)
Connection (she asked Amazon to email her friend)
Conversation (creation of community through communication)
Social Data Revolution• Data-driven experimentation that drives business
decision making:
– Credit card company that uses LinkedIn profiles to evaluate credit applications
– Insurance company that uses Facebook to weigh fraud risk
– B2B IT company that uses social network participation as element in scoring sales leads
SE(O) in the Old and NewSearch Engine• Google #1 Source of Traffic• The old competencies:
– Relevant content – Updated content– Focus on keywords– Inbound/Outbound links
• The old lead generation– Forms submission
• Response– Email, phone call
Social Engagement• Twitter/FB #1 Source of
Traffic• The new competencies:
– Inform– Support– Connect– Collaborate
• The new lead generation– Conversation
• Response– Post, comment, tweet
Influence vs CommunicationsCommunication model of the past 50 years
Emerging New Model
Organization
Organization
Audience
Audience
Paid media(advertising, publishing)
“Free” media(PR / media relations)
Step into the stream
Listen Respond
Evaluate for relevance
Legal Technical Context Ideation Refer Respond
Analysis Instrumentation
Scientific Method
• Problem
• Hypothesis
• Action
• Metrics
• Experiment
Analytics Revolution
Bit.ly
Blogs/Forums
