monetizing the social web, march 2013
DESCRIPTION
Social media measurement needs to be much more than simplistically measuring dumb volume. Mapping social media content and individuals to the organization is the necessary prelude to making creating real value from the social web - more revenue, stronger customer relationships, better service levels, and more. You define value, and we can help you find that value on the social web.TRANSCRIPT
Commercial value from the social web
New thinking, new methods...results today!
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In March 2013 DIGIVIZER presented to the iLEAD Talent Exchange program…
a mentor program for senior leaders in Australia’s security sector…
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The brief was to answer…
Where is social media tracking?
What are the latest social media trends?
And how can organizations monetize social media?
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Social media always start out as a comment here, a post there…
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and seemingly move quickly to a confused collection of overwhelming ‘noise’…
…that begs two obvious questions:
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What does this mean for my organization?
How do I make money from this?
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Social media are now about…
more than just measurement…
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Social media are now about…
uncovering the hidden truth (insights) behind the conversations...
scaled up to the millions of people using the social web...
and scaled down to the individual...
mapped to your database...© DIGIVIZER PTY LTD 2013
with actionable insights and trigger-based leads
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An analogy...
You want to get into the minds of drivers of a particular brand of car...
AutoMoto
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You start by counting the number of AutoMotos using the Sydney Harbour Bridge at rush hour, on a Tuesday...
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This provides you with a snapshot...
You can extend the measurement to every weekday in-bound at rush hour...
You can count those leaving in the evening...
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You can set up cameras to monitor the AutoMoto logo on the bonnet,
and the AutoMoto word on the rear of every car using the Sydney Harbour Bridge,
in both directions,
24 hours a day for a week...© DIGIVIZER PTY LTD 2013
You can then extrapolate if you want to...
(but now you're using educated guesswork...)
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So you have cameras monitoring the Bridge continuously...
and you are so pleased with the measurement of traffic volume that you decide to add other car brands to draw comparisons...
and you decide to add all the other bridges in Sydney...
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And the results are:
Month 1: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 20,000.
Month 2: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 21,005.
Month 3: you know how many AutoMoto drivers cross Sydney's bridges. Let's say it's 19,994.
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So what?
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So what?
You still only have a static snapshot…
All you know are numbers:
cars into the city,
out of the city,
by route,
by day...
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So what?
All you've done is measure dumb volume.
You do not know what's in the minds of any of the drivers, let alone each and every driver...
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So what?
Nor do you have any connection with this simplistic volume...
What are their names?
Does AutoMoto service the cars or not?
Who are their dealers?
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Why do they drive an AutoMoto?
Why do they make the journey?
Are they happy with their car? Why? Why not?
What do they need to service their car?
And which of these people are looking to upgrade to a new model, or for a different type of vehicle?
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What you cannot do…
You cannot make decisions...
You cannot measure the return on the measurement investment you've just made...
You cannot make money...
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Now…
Replace AutoMotos on bridges with social media channels…
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You can now…
gather the insights, the hidden truths, behind the conversations on the social web...
for the whole of Australia...
mapped to your database
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You can now…
replace the thousands of drivers with millions of Australians using the social web...
replace camera on bridges with DIGIVIZER technology...
replace the gap between the number plates and the customer database with a 'DIGIVERSE' mapped to your database
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You can now…
finally...replace aggregated static numbers
with dynamic, real-time updates, and…
with trigger-based leads and actionable insight for every individual car owner
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How it works...
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Connecting social media channels to your existing database…
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Map people talking on the social web to a customer database…
and deliver real-time, relevant customer insights and lead triggers for instant action
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DIGIVIZER untangles the complexity of the social web
New ways to unlock value from the social web
contentpeople
connectionsnetworks
communities
Where and how are people connecting?
What happens when people get together?
How do messages spread?
spacesHow do they feel about these?
brands
What is being said?
What topics are being discussed?
influencers
How social are your customers?
customers What can we learn about each of them?
Who can we meaningfully engage?
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Data-bases
customers
prospects
Social platforms
Mapping individuals to the social web…
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Mapped individuals
Triggers from social platforms
Relevant and timely leads to action
…to create real-time leads based on social events and triggers
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YOUR CRM ENGINE
Operational systems
Data marts
Customer database
Contact decisions
In-bound touch points
Out-bound touch points
YOUR CRM ENGINEYOUR CRM ENGINE
Operational systems
Data marts
Customer database
Contact decisions
In-bound touch points
Out-bound touch points
Here’s what you now have…
Social segmentation
of attitudes, influence, segments...
Behaviour
of the media, around brands, topics, interests...
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Here’s what you now have…
Networks
of influencers, how campaigns are linked...
Analysis
of what’s being said, by whom, to whom...
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You can now map individuals to the social web
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What this all means...
Social powered marketing…getting the right message, to the right person, at the right time, with a real ROI
Understanding the digital footprint of the people you know…and the people you should know
Making money from the social web© DIGIVIZER PTY LTD 2013
In other words, you have…
commercial value from the social web
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www.digivizer.com
Emma Lo Russo 0419 203 458
Alan Smith 0404 432 700
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