is data the holy grail for marketers?

Welcome to techmap: Is Data the Holy Grail for Marketers?

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Our speakers…Tim BarkerChief Product Officer, Datasift

Mat MorrisonMarketing Strategist

“DATA IN THE 21st Century is like Oil in the 18th Century: an immensely, untapped valuable asset. Like oil, for those who see Data’s fundamental value and learn to extract and use it there will be huge rewards.”

Joris Toonders

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Tim BarkerChief Product Officer, Datasift

Tim Barker Chief Product Officer@timbarker

What Facebook Topic Data means for Consumer Insights

Social Data is the New Don Draper

8

Separate Signal from Noise

Derive meaning from text

Extracting Insights while protecting privacy

Limitless Potential of Insights of Human Created Data

Fuelled by social, human-created data is growing exponentially

Big Barriers to extracting value from data

The challenges of analyzing human-created data

Human Data Intelligence

Build a data ecosystem

Build analytical applications and insights from a universe of

human-created data

Platform for companies to access, interpret and analyze human data at

scale

10

Topic Data

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Surfacing Insights across Facebook

Facebook Page

Topic Data

Posts, Likes and Comments on brand-owned page globally

Posts, Likes and Comments on Facebook

Challenges in using Social Data for Consumer Research

Data isn’t representative of population

Can’t normalize to remove

demographic bias

Huge effort to interpret unstructured

data

Public networks have self-

promotion bias

Boom! Facebook Topic Data is a Killer App for Research

Data isn’t representative of population

Can’t normalize to remove

demographic bias

Huge effort to interpret unstructured

data

Public networks have self-

promotion bias

38 Million People in UK

Surface Insights across

Facebook

Insights with Demographic

s

Data Structured for Easy Analysis

Demographics on Posts and Engagement Data

15

Gender Age Range Location

MaleFemale

18-2425-3435-4445-5455-6465+

CountryState / Region

Self-declared, not derived.

Break-down the Audience engaging with my Brand by Demographic Segments

Categories and Topics from the Facebook Open Graph

16

CONTENT

TOPICS

Ford (Company)Automotive (Category)

Going to test drive a new Ford!

Analyse the Topics Associated with a Company, Brand, Event

How to start using Topic Data

APPLICATION DEVELOPER ENTERPRISEAGENCY

Topic data enables the ecosystem to innovate

Create a differentiated social data product.

Leverage an ecosystem of

Facebook-enabled applications

Build your own data products. (developers

required)

Access topic data via applications or agencies.

Create custom solutions that use insights derived from

topic data. (developers required)

Mat MorrisonMarketing Strategist

THE THING ABOUT THE INFLUENCERS@mediaczar

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BrandRepublic articles mentioning "influencer" per year

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1998

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BrandRepublic articles mentioning "influencer" per year

GLADWELL PUBLISHES “TIPPING POINT”

1996

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BrandRepublic articles mentioning "influencer" per year

SOCIAL MEDIA MARKETING TAKES OFF

THE LAW OF THE FEWThe success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts

The Tipping Point (2000)

EVERYONE’S AN INFLUENCERIn light of the emphasis placed on prominent individuals as optimal vehicles for disseminating information, the possibility that “ordinary influencers”— individuals who exert average, or even less-than-average influence — are under many circumstances more cost-effective, is intriguing.

Everyone’s an Influencer: Quantifying Influence on Twitter (2011)

BUT GLADWELL MORE ATTRACTIVE

CELEBRITIES BECOMING CHAN-NELS

“NARROWCAST” BECOMING VI-ABLE

INCREASED SPEND

TALENT REPRESENTATION

INTEGRATED CAMPAIGNS

BURNING QUESTION

HOW TO VALUE ACTIVITY?

CHANNEL CONTENT

WHAT’S THE STORY?Treating Influencers as “Content” or “Co-creators”

Reggie Hannah

Jim Tanya

SEARCH DATA

SEARCH DATA

SOCIAL DATA

LET’S LOOK AT THE CHANNEL

WORTHMEASURING

CAN BEMEASURED

optimal focus

WORTHMEASURING

CAN BEMEASURED

industry focus

optimal focus

WORTHMEASURING

CAN BEMEASURED

industry focus

optimal focus

2,541 impressions (Twitter) 43,502 impressions (Tweetreach)

43,502

2,541≈ 17x

THE FRY EFFECTWhen I tweet a link it usually gets around two or three thousand requests a second. Especially if I word it in a way where I really want people to go to a site.…Fifty per cent of the time the site is down in seconds – even when we've contacted site owners and they've told us everything will be fine. It's often an unprecedented amount of traffic, and they don't have the required capacity.

“How Stephen Fry takes down entire websites with a single tweet”

Tech Radar,March 2010

SO MUCH INFLUENCE. VERY TRAFFIC.

WOW.

MIGHT WE USE TRAFFIC AS A PROXY FOR VALUE?

bit.ly/1JBS79I+

LET’S LOOK AT @STEPHENFRY’S LAST 3,000 TWEETS…

Found 284 bit.ly links

Used “best case scenario”

1.6Kmedian clicks-per-link

FRY HAS 9.5M FOLLOWERS. HOW MANY SEE HIS TWEETS?

IMPRESSIONS-PER-TWEET (NOT FRY’S)

Friendly global tech influencer

100K followers

5K median imps-per-tweet

MAYBE RETWEETS-PER-TWEET ARE A GOOD PROXY?

Friendly global tech influencer (same one)

0 10 20 30 40 50 60 70 800

5000

10000

15000

20000

25000

30000

RETWEETS-PER-TWEET

RETWEETS

IMPR

ESSIO

NS

SO WE COULD BEGIN TO MAKE COMPARISONS…

Fry’s median RT: 113My friend’s median RT: 4

PRESELECTED SUGGESTED ACCOUNTS

BLOGGERS

YOUTUBERS

TWITTER ACCOUNTS

INSTAGRAMMERS

CELEBRITIES, ATHLETES, ENTERTAINERS

BLOGGERS

YOUTUBERS

TWITTER ACCOUNTS

INSTAGRAMMERS

CELEBRITIES, ATHLETES, ENTERTAINERS

SAMPLE YOUTUBE VALUATION

1.2M SUBSCRIBERS

£15K ENGAGEMENT£12.50 CPM

VIEWS HISTOGRAM (ZOOMED IN)

111K median views-per-video

SAMPLE YOUTUBE VALUATION

1.2M SUBSCRIBERS

£15K ENGAGEMENT£12.50 CPM

SAMPLE YOUTUBE VALUATION

111K VIEWS

£15K ENGAGEMENT£135 CPM

WHAT’S THE VALUE OF AN INFLUENCER?

ACCESS TO AUDIENCEIMPROVED MEDIA EXPO-SURE

ENHANCED CREDIBIL-ITY

INCREASED CONVER-SION

IMPROVED SEARCH VISIBIL-ITY

ENHANCED CONTENT MARKET-ING

THANK YOU!

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