5 ways to make big data small, presented by sharon crost
TRANSCRIPT
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
5 ways to make big data small
SHARON CROSTHITACHI DATA SYSTEMS
DECEMBER 9–11, 2013
5 WAYS TO MAKE BIG DATA SMALL HITACHI DATA SYSTEMS
SHARON CROST @SHARONHDS
THIS IS OUR BUYER’S JOURNEY
BRAND’S DATA HAS GONE VIRAL
SlideShare
YouTube
Facebook Twitter
GOT BUZZ!
@SharonHDS
THE FUTURE OF BIG DATA GOES BIG
1. Who is out there?
2. Is anyone influential?
3. What content is relevant?
4. Any intelligent insight?
5. How do I get business impact?
?
@SharonHDS
1. WHO’S OUT THERE?
Views of Slideshare “Big Data”
“Slidecast” reach over
20,000 in about a week
@SharonHDS
1. FEELING THE LOVE
“Can you feel the love tonight?
The peace the evening brings
The world, for once,
in perfect harmony
With all its living things”
–Tim Rice
@SharonHDS
FEELING THE LOVE
AWARENESS
CONSIDERATION
2. IS ANYONE INFLUENTIAL?
Number of Twitter Followers – Hitachi Data Systems
Brand and Employee Accounts
Our friends and family
account for
87% of top followers, HDSCorp is
only 13% of conversation
@SharonHDS
2. YOU’VE GOT A FRIEND
Number of Twitter Followers – Hitachi
Data Systems Brand and Employee
Accounts
“ There isn't anything I wouldn't
do for youWe stick together
and see it through
'Cause you've got a friend in me”
–Randy Newman
@SharonHDS
YOU’VE GOT A FRIEND IN ME
HDSCORP
Subject Experts
Functional Communities
Topical Communities
Partners
Brand Enthusiasts
Social Sponsors
Weekly content schedule
Internal Content Platform
HDS Hub and Spoke Model
3. WHAT CONTENT IS RELEVANT?
3. WISH UPON A STAR
“Like a bolt out of the blue
Fate steps in and sees
you through
When you wish
upon a star
Your dreams
come true”
–Leigh Harline and Ned
Washington
WHEN YOU WISH UPON A STAR
Organic Reach 2349
Paid Reach 51,000
Putting extra thrust on
performing
conversation can give
uplifts of over
20X organic performance
4. IS THERE INSIGHT IN THIS BIG DATA?
>50% Data is
unstructured
Big Data mashups turn
data into
insight
4. A WHOLE NEW WORLD
“A whole new world
A new fantastic
point of view
No one to tell us no
Or where to go
Or say we're only dreaming”
–Tim Rice
A WHOLE NEW WORLD
Twitter (API)
Sentiment analysis
Event calendar
Competitors
Search terms
A WHOLE NEW WORLD
Content Insight
• Key search terms
• Share of Voice
Buzz Insight
• Industry events
• Volume of Conversation
Competitive Insight
• Negative social sentiment
• Competitive Conversation
Shed light onto
>50%
unstructured
data
5. HOW DO I GET BUSINESS IMPACT?
5. A SPOONFUL OF SUGAR
Videos: Vision in Action
Our success in 2013 and our trajectory for 2014 are the
result of a clear vision and the ability to execute on our
strategy. Our vision is to create a better world through
social innovation technologies. Our strategy for
achieving that vision centers on helping customers turn
data into valuable information.
“Just a spoonful of sugar
helps the medicine
go down
In a most delightful way”
–Robert B. Sherman and
Richard M. Sherman
SPOONFUL OF SUGAR
Week 1 Week 2 Week 3
Small data is win win – if it’s good news you get
thriving stakeholders and if not, you get budget
THE DATA THAT DRIVES OUR WORLD
Who is out there? Who is influential? What content is relevant?
Is there insight in this data?
How can I impact the
business?
5 WAYS WE BRING BIG SMALL
Can you feel the love? You’ve got a Friend in Me Wish Upon a Star
A Whole New World A Spoonful of Sugar
AMAZING JOURNEY WITH CUSTOMER
Nurture right % of 20,000
87% Closer Relationship
Insight from >50%
unstructured data
200% ROI Boosts
20X ROI Boosts
52 Stakeholder Touchpoints Each Year
IT’S A SMALL WORLD AFTER ALL
♪ ♬ ♪ ♩ ♬ ♪ “It’s a world of laughter,
A world of tears
It’s a world of hopes,
And a world of fears.
There’s so much that we share,
That it’s time we’re aware,
It’s a small world after all”
–Robert B. Sherman and
Richard M. Sherman
[email protected] @SharonHDS on Twitter QR.HDS.COM/SharonCrost www.linkedin.com/in/sharoncrost
THANK YOU
HDS BIG DATA PLAYLIST - CREDITS
♪ ♬ ♪ ♩ ♬ ♪ Song Artist Film
Can you feel the love tonight Music by Elton John,
Lyrics by Tim Rice
The Lion King
You’ve Got a Friend In Me Randy Newman Toy Story
When You Wish Upon A Star Leigh Harline and Ned
Washington
Pinocchio
A Whole New World Tim Rice Aladdin
A Spoonful of Sugar Robert B. Sherman,
Richard M. Sherman
Mary Poppins
It’s a Small World Robert B. Sherman,
Richard M. Sherman
SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
Learn more about past andupcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS