social media explorer social media presentation

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Bringing balance to the force…The case for pulling data before pushing content

Malcolm De LeoChief Evangelist@innovationmuseInnovationmuse.blogspot.com

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Social Media Listening’s Business RealityThe cultural conundrum

• Consumers trust social data for decisions

• Businesses are lagging in their trust

business

public

Social Media maturity

adop

tion

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To push or to pull?Which one first is the question…

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What is the marketplace’s current balance?The market continues to focus on creating content more than understanding it…

Social Marketplace

CorporateLandscape

PushContent

Pull Data

InsightsROI

Correlation

EngagementMessage

Interaction

~20% of Market

80% of Market

Our need to understand only grows as the total volume continues to accelerate…

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Why is pull important?

Social Marketplace

Search for lead user insights

Have an informed product strategy

Understand day by day emotion

Be proactive and targeted in messaging

Evaluate my campaign during and after

Improve your engagement effectiveness

Create a 360 view of the problem

Use knowledge to respond appropriately

More Targeted

Push

TrendingProduct Innovation

Brand HealthCompetitive Intel

Product LaunchCampaign Tracking

Crisis ManagementRisk Management

Use Case Type

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How do organizations think about pull?The 4 Stages of Social “Pull” Effectiveness

Low EffectivenessUnaware - Can you see it? 50% of market

Moderate EffectivenessAware - How much can you see?30%-35% of market (current market average)

High EffectivenessReactive - Is what you see trustworthy and actionable?10%-15% of market – market research firms

PioneeringProactive - Will it work with your business?1-5% of market

Feature Oriented Content Oriented Accuracy & Quality Full Integration

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The Promotion: Steal a base…Steal a tacoThis year…Doritoslocos Tacos instead of regular ones

10/12

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The Campaign: An Overview…Amongst all Taco Bell chatter…we can see the promotion!!!

Volume RisesSentiment Rises

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The Campaign: Zooming InA successful promotion with great results

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BUT Hurricane Sandy RAINS on Taco Bell’s Parade…

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Does this problem rise up within the data?The issue at a campaign level is emerging

Themes – 10/28 Viral Look- 10/28

Hashtags – 10/28 Geographic Look- 10/28

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If you know…you can decide what to doLooking at the deepest level the issue is trending upward

An Emerging Problem?

10/27 to 10/29

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Proactive Customer Service at its finest…Taco Bell chooses the proactive approach to ensure success!

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Why become a champion of balance in the FORCE?Pulling will elevate a program to new heights