harnessing the power of social media as a new source of data · harnessing the power of social...

FST Media

Harnessing the Power of Social Media as a New Source of Data Peter Fletcher-Dobson

If Twitter is as useless and as boring as they say it is, then somebody would have tweeted it

@PeterFD

http://www.youtube.com/watch?v=putQn89TQzc

@kiwibankNZ

facebook.com/kiwibankNZ

@#What?

Customer

service

Sales &

Marketing

Brand

support

Sentiment

Social Media focus today

@#Why?

Function Activity Dependency

Customer service Reacting Resource

Sentiment gauge Predicting Data

Brand supporting Leading Data

Sales & Marketing Leading Data

Where customers are Following Data

Role of social media

Mmm Mmm!! Finger-lickin good!

#Doubledown #doubledown tag in NZ

just behind

#childhoodmemories and

#lieswetell

3,000 Facebook likes

• 34,000 double downs sold

on day 1

• Sales 500% more than

expected in week 1

• Restaurant Brands shares

up 4c at $2.48

Nestle

SM hell

Nestle: Share of mentions

Forums: 28,105 (27%)

Blogs: 57,469 (54%)

News: 20,480 (19%)

“What we take out of

this is that you have

to engage.”

Nestle spokeswoman

Nina Backes

Westpac

“@westpac: Maybe you can go

dive in a swimming pool full

of my money to make you feel

better.”

“@westpac: Nice to know you’re

human :).”

Kiwibank

Contrary to popular belief – the world does not revolved around you.

Bond Girl

Function Activity Dependency

Customer service Reacting Resource

Sentiment gauge Predicting Data

Brand supporting Leading Data

Sales & Marketing Leading Data

Where customers are Following Data

Role of social media

Big Data Opportunity

Sentiment

Brand

support

Sales &

Marketing

Customer

service

Sales &

Marketing Customer

service Brand

support

Sentiment

Evolution of SM strategy

Current Future

How can we understand when...

80% is just noise 80% is just noise

Radical solutions required

Big data

2002

Some numbers

50,000,000,000,000,000,000

Some numbers

50 18

Some numbers

50 Quintillion

Some numbers

50 18 X 2

Prosumer power

Every minute: 20 hours of

video are uploaded to

YouTube

Prosumer power

Every hour: 10.5 million

songs illegally downloaded

Prosumer power

175 million registered...

50 billion tweets in March

Prosumer power

2,300 new Wikipedia

articles created daily

Prosumer power

600 million visits a month

300 million visits a day

# ! ? @ :(

“Complaints channel”

Identity

Identity

Identity 1.0

Identity 2.0

peter.fletcher-dobson@kiwibank.co.nz

Identity

fletcher_dobson@yahoo.ie

Fletcher.dobson@gmail.com

(IT strategy)

Transactional info

Payments/transfers

PFM

Secure comms (CRM/ORM)

(Marketing strategy)

Website marketing

Social media comms

Information

FAQs/Chat

SECURE AREA OPEN ACCESS AREA

Sales channel

Rise of mobile – Meeker slide

Rise of mobile – Meeker slide

Lessons

Maxims – Personal Markets

Shareholder value is only created by delivering

customer value via an engaged and capable

workforce

Leadership

Sentiment

Brand

support

Sales &

Marketing

Customer

service

Sales &

Marketing Customer

service Brand

support

Sentiment

Evolution of SM strategy

Current Future

(IT strategy)

Transactional info

Payments/transfers

PFM

Secure comms (CRM/ORM)

(Marketing strategy)

Website marketing

Social media comms

Information

FAQs/Chat

SECURE AREA OPEN ACCESS AREA

Sales channel

Identity

Identity

Identity

Identity

Personal Markets in 2012: Marketing

We have a sophisticated approach to

segmentation which drives our sales and

marketing strategies.

Identity + SM = GOLD

Thank

you