The Social Data Revolution - 5 Practical Tips to Make it Real (AMA MarketMix Event - April 2015)

The Social DataRevolution

Adam SchoenfeldCEO, Simply Measured

@schoeny #MarketMixNW

5 Practical Tips

Data-Driven Marketing

“Despite the many big promises of big data there is big disappointment that

our companies are not truly data-driven.”

- Avinaush Kaushik

#MarketMixNW

We Own This Revolution

Opportunity Status Quo Practical Tips

1 2 3

AGENDA #MarketMixNW

Opportunity

#MarketMixNW

© 2015 Simply Measured, Inc

Social is at the Center of This Revolution

Over 2B Social Media Accounts

300 hours of video are uploaded to YouTube every minute

4.75B pieces of content uploaded to Facebook daily

500M Tweets sent daily

Source: programmableweb


And It Keeps Growing

0

20.0K

40.0K

60.0K

80.0K

100.0K

120.0K

140.0K

160.0K

180.0K

Men

tio

ns

on

Tw

itte

r

Daily Meerkat and Periscope Streams Published

#Meerkat #Periscope


From data-free marketing… To data-driven marketing…

This Trend is Transforming Marketing


Who Can Lead the Revolution?


New Practices Need Revolutionaries

The Social Data Revolution

Why Does This Revolution Matter?

#MarketMixNW

Turning The Digital Data Deluge to Data-Driven Marketing

Data-Driven Marketing

This Is Fuel For…

Advanced Common Sense

We’re Not There Yet

The Status Quo

#MarketMixNW


No Data

Source: timoelliott.com

67% of Marketers named measurement as a top challenge in 2015. (Altimeter)

“Access to data” is the 2nd biggest analytics challenge (Simply Measured)

Data and measurement problems rank above budget and resources (Forrester)

#MarketMixNW


Big Data

Data scientist

Marketer

I’m a marketer by day,

data janitorby night.


=

Data Janitor

>50% of time spent on weekly reports is aggregating metrics

from each networkSource: Simply Measured

#MarketMixNW

#MarketMixNW


Think “practical data”

Start with business goals

Define your data goals

Collect - Understand - Share

Go beyond the buzzwords

#1

#2

#3

#4

#5

#MarketMixNW


Think “Practical Data” #1


#MarketMixNW

“Most of our conversations with product and business managers are spent discussing what I like to call ‘little data.’

Little data constitutes the nuts and bolts metrics of running a business.”

- Peter Yared (via CNET)


Laser or Can Opener? #1


Practical Data Wins Super Bowls #1


Start with Clear Business Goals

InnovationCollaborating with customers to drive future products and services

Customer ExperienceImproving your relationship with customers, and their experience with your brand

Operational EfficiencyWhere and how your company reduces expenses

Brand HealthA measure of attitudes, conversation and behavior toward your brand

Marketing OptimizationImproving the effectiveness of marketing programs

Revenue GenerationWhere and how your company generates revenue

BUSINESSGOAL

Source: Altimeter Group

#2


Business Goals

Engage the community beyond game broadcasts

Drive incremental revenue

#2


Define Your Data Goals #3


Social Analytics #3


Seahawks Example

• Engagement, across channels

• Reach & audience

• Performance vs NFC West

• Content & messaging

• Channel strategy

Engage the community beyond broadcasts

Drive incremental revenue

#3

#3

#4

Collect Understand Share

AccessData Analysis Decisions

Get access to the practical

data you need in formats

you can use.

Extract metrics, analysis,

insights that can be applied

to your daily decisions.

Build a data-driven team

with a culture of sharing and

acting on practical data.

COLLECT UNDERSTAND SHARE

- Seahawks social profiles

- NFC West competitor profiles

- Fan hashtags –during & outside of broadcast

- KPIs vs goal

- Content analysis

- Channel analysis

- Competitive analysis

- Marketing Team

- Advertisers

- Fans

• Engage the community beyond broadcasts

• Drive incremental revenue #4

#4


Beyond the Buzzwords

Map your data needs.

It’s not everything under the sun.

Source: Huffington Post

#5

#5

• Megaphone

#5

Opportunity Status Quo Practical Tips

1 2 3

RECAP #MarketMixNW

Q&A

#MarketMixNW

Image Sources

https://thenounproject.com/term/budda/34960/

https://thenounproject.com/term/can-opener/78057/

https://thenounproject.com/term/elephant/6886/

http://i.huffpost.com/gen/1598668/images/o-SEAHAWKS-facebook.jpg

http://www.nationofchange.org/2015/wp-content/uploads/Janitor022615.jpg

http://commons.wikimedia.org/wiki/File:Uncle_Sam_(pointing_finger).jpg

http://blog.rethinkbreastcancer.com/wp-content/uploads/2013/10/Environmenal-defence-blog-food-can.jpg

http://timoelliott.com/blog/2013/07/no-analytics-welcome-to-the-hippo.html

http://cdn.skilledup.com/wp-content/uploads/2014/11/circuit-brain-illustration-%C2%ADFeature_1290x688_MS.jpg

#MarketMixNW