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