Social Tools Super Session By Benjamin Spiegel

SOCIAL TOOLS SUPER SESSION

Benjamin Spiegel CEO, MMI Agency

@NXFXCOM

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Tools Toys are cool.

“Social network ad spending hit $35.98 billion

worldwide in 2017.”

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SOCIAL NETWORK AD SPENDING (BILLIIONS) 2015 2016 2017

North America $10.10 $12.67 $15.15

Asia-Pacific $7.40 $9.66 $11.91

Western Europe $4.74 $5.82 $6.85

Latin America $0.68 $0.85 $1.00

Central & Eastern Europe $0.61 $0.70 $0.79

Middle East & Africa $0.16 $0.22 $0.28

Worldwide $23.68 $29.91 $35.98

SOCIAL NETWORK AD SPENDING GROWTH (% CHANGE) 2015 2016 2017

Middle East & Africa 52.4% 33.9% 27.4%

Asia-Pacific 42.7% 30.6% 23.3%

North America 31.0% 25.5% 19.6%

Western Europe 28.9% 22.8% 17.7%

Latin America 24.2% 25.0% 17.9%

Central & Eastern Europe 18.0% 14.4% 13.0%

Worldwide 33.5% 26.3% 20.3%

Social Network Ad Spending Worldwide, by Region, 2015-2017

Note: includes paid advertising appearing within social networks, social network games and social network apps; excludes spending by marketers that goes toward developing or maintaining a social network presence; numbers may not add up to total due to rounding Source: eMarketer, April 2015

Crowded playing field

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Gamification

SOCIAL LUMAscape

Social Data

Community Platforms

Social/Mobile Apps & Games

Social Networks - Other

Social Search & Browsing

Social Commerce Platforms

Analytics

Social Promotion Platforms

Social Publishing Platforms

Social Marketing Management Twitter Apps

Facebook Gaming

Facebook Apps

Content Curation

URL Shorteners Stream Platforms

Traditional Publishers

Social Business Software

Content Sharing (Reviews/Q&A/Docs)

Image/Video Sharing Blogging Platforms

External (Customer) Facing

Internal (Employee) Facing

Social Ad Networks

Social Intelligence Social Scoring

Social TV

Social Referral

MARKETER

CONSUMER Social Shopping

Social Advertising Platforms

Social Login/Sharing

Social Content & Forums

Denotes acquired company Denotes shuttered company

Advocate Platforms

Social Branded Video

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Disclaimer:

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I hate tools!

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•  cross platform integration•  granularity•  Al•  cost

•  data ownership•  facebook = facebook•  reporting•  realtime insights bs

why?

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Social tools cost up to $20k/brand/month

My only tool: Knime

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$0

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@nxfxcom

Innovative platform

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@nxfxcom

What it does

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Twitter in 20 seconds

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Real-world examples

Real-time events - Shell Houston Open

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•  Real-time content

•  Simultaneous activities

•  Multiple real-time platforms

•  PR, social, analytics, radio, TV

and physical activation

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Experiential social - ”Until 20”

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•  Flexible demands (line length)

•  Multiple competitors - film festival

•  Location-based media support

•  POS integration/bidding

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Digital launch - Boogie Wipes

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•  Multiplatform launch

•  Dynamic paid support

•  Minute-by-minute cross-platform tracking

•  Real-time content creation

•  CRM Integration

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Solution: build your own

Six reasons to build your own mega awesome incredible social mastery AI Big Data real-time tool

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1. Get the details you want.

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2. Output any way you want.

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3. As often as you want.

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4. Harvest the data.

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5. Build profiles.

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6. Get competitive advantage.

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7. Invest smarter

Tool building 101 - it’s easy

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1. Pick an API.

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2. Load data from API.

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3. Transform data.

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4. Do stuff with data.

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Poor man’s version

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1. Pick an API.

https://developers.facebook.com/tools/explorer/!

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2. Load data from API.

https://graph.facebook.com/searchmarketingexpo/feed!

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3. Transform data.

http://konklone.io/json/!

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4. Do stuff with data.

http://www.wordle.net/create!

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What you need to build your own

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1. Goals - define the outcome

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2. Geek(ish) - JSON, API, CSV, JS and HTML

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3. ETL - extract transform load

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4. Storage - where to keep it

Putting it all together

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Our setup

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•  Running small EC2

•  Scheduled jobs

•  Backup

•  API calls

•  Data extractions

•  Transformations

•  Q&A

•  Text analytics

•  Modeling

•  Alerts

•  Data storage

•  Aggregation

•  Data preparation

•  Data serving

•  Visualization

•  Modeling

•  Analysis

•  Reporting

•  Delivery

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Our setup

Cloud-solution cost

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Knime platform Free

Spotfire/Tableau $0-$200/month

Amazon RDS $24/month

Amazon EC2 $24/month

API keys Free

TOTAL $50-$250/month

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Things you can do

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What to do tomorrow

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•  Knime - https://www.knime.org

•  Facebook API key - https://developers.facebook.com

•  Twitter API key - https://dev.twitter.com

•  (Free) Amazon instance - https://aws.amazon.com/free/

•  Spotfire trial - http://spotfire.tibco.com/trial

•  Tableau trial - http://www.tableau.com/products/trial

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Thank you!JOIN US @SMX WEST

SAN JOSE, CA MARCH 1-3, 2016