SOCIAL BIG DATA = ANALYTICAL

INFORMATION + SOCIAL RESPONSES

SAFE HARBOR

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PRESENTERS—ROB SILAS

• Over 20 years of experience in using data to drive strategy

• Founder of Numerical Truth, Insights and Analytics consultancy

• Areas of expertise: delivering insights from marketing, CRM, web analytics, and social data, both structured and unstructured

Rob Pix Here

WHEN YOU LEAVE TODAY, YOU WILL:

• Be able to identify the “low hanging fruit” for Big Data success at your company

• Know that Big Data success requires a plan tied to business objectives, the ability to provide insights, and leadership that understands both

• Hear examples of how companies are having success with Big Data

AGENDA

• What is Big Data?• The Value of Social Big Data• Necessary for Success: Planning, Insights, the

Leader• Using Big Data to Become a Customer

Company• Case Studies• Takeaways

WHAT IS BIG DATA?

Lisa Rosen

“Masses of data that you don’t know what to do with”

Svetlana Sicular

“Big data” is high-volume, -velocity and -variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.

2001

TEST YOUR BIG DATA KNOWLEDGE

Doug Laney

TEST YOUR BIG DATA KNOWLEDGE

IT ’S POPULAR

380,000 Mentions of Big Data, Past 90 Days

B U S I N E S S + S O C I A L D ATA

THE VALUE OF SOCIAL BIG DATA

THE VALUE OF SOCIAL BIG DATA

NECESSARY FOR SUCCESS: PLANNING

Strategic Planning

SalesMarketing

Innovation

Customer Service

• Industry• Competitors• Hot topics• Trends

• Purchase intent• Lead gen• Funnel analysis

• Brand perception• Brand reach• Content strategy

• Product Development• New opportunities• Desired features

• Issue resolution• Product performance• Support trends

Insights

Business Value

• Insights = relating data findings to business issues

• Need to look deeper into data to find insights: use advanced technology and “creative” analysis

NECESSARY FOR SUCCESS: INSIGHTS

• Use the Analysis—Insights Framework:

- What: reporting on the numbers

- So What: practical application to a business need/situation

- Now What: the actions to take based on the analysis

NECESSARY FOR SUCCESS: INSIGHTS

NECESSARY FOR SUCCESS: THE LEADER

But asking Big Data the right questions isn’t just a new practice to add to the management to-do list. Pulling it off requires a rethinking of the manager’s role entirely. We’ve traditionally thought of management as the discipline of managing people and managing the business. Now it’s time to add “managing our understanding” to the job description.

Ben ElowitzCEO, WetpaintAllThingsD, 5/20/13

When it comes to dealing with Big Data, our skills haven’t evolved as fast as our capacity. We all have a functional specialty, whether it be content creation or distribution or sales or management — so whose job is it to ask the right questions of the data? Big insights and actions aren’t led by a data scientist; they are led by an executive who has an integrated view of customers, products, distribution and sales.

DETERMINING INSIGHTS AND APPLYING THEM

79% of all Fresh Take conversations from women; most commonly aged 25-34

Fresh Take has 19% share of voice (4,674 mentions). When filtered for the voice of the consumer, Fresh Take has a 37% share of voice (2nd highest ).

Demographic

January 2012, there have been 24,600 total posts around Fresh Take and competitors’ brands

ConsumerVoiceTotal

Post Volume

OVERVIEW

RECAP OF FOUR SEGMENTS

Advance

Taste and Time

Innovator

Outcome and Taste

Oh That’s Cool

Skill and Wow Factor

Novice

Time and Skill Level

NoviceOh That’s Cool

Innovator Advanced

TasteTasteCostCostNewNew

PrepPrepFamilyFamily

Repeat Buyers

REPEAT BUYERS

95%

GROUPS OVER T IME

Innovators

Oh That’s Cool

Advanced

Novice

Time

CONVERSATION

The Novice

Is a group of consumers that has a

need for a product that is fast, easy,

simple, and cheap.

Is a group of consumers that has a

need for a product that is fast, easy,

simple, and cheap.

CookingIs a

Chore

Time

Price

8% at Launch 54% over time

NOVICE SEGMENT

This group is looking for a simple, cheap, fast, easy product with fail proof recipes.

Any negative conversations from this segment will be focused on price—they tend to be more of a transactional buyer

TIME

PRICE

Shops for products that are tailored to their inexperience in the kitchen

CookingIs a

Chore

NOVICE KEY FACTORS

“Cooking is not one of my favorite things. But, give me something to make is simple, quick and tasty and I’m all for it! If it’s a meal that my family likes, even better. ”

Connie Roberts –Bloggerhttp://brainfoggles.com, November 21, 2012

PROFILE OF A NOVICE

INTERACTIVE MAPPING

INTERACTIVE MAPPING

“Great Substitute”

“SO Cool!”

“Easy ”

GIVE VOICE TO THE CONSUMER & AMPLIFY

Novice

Oh That’s Cool

Innovator

Advanced“Texture/ taste

Rocks”

“New Ideas!”

“Cheap ”

SUMMARY

• Technology is critical to the success of Big Data, but just as important are:– Tying outcomes derived from data to business

objectives– Having the talent and infrastructure to find and

socialize insights– Leadership that understands the opportunities and is

willing to take risks

• Leading brands are using Social Big Data every day to improve engagement and find new opportunities to surprise and delight customers

LOW HANGING FRUIT FOR BIG DATA

• Social data, especially conversational data, is a good place to start Big Data efforts

• Technology exists to support it, and there are plenty of opportunities to:– Provide deep insights to drive strategies– Listen to conversations at scale and create scalable

engagement strategies

• Start by assessing current social data initiatives• Define most valuable Use Cases, other

supporting data available, and get started!

PLANNING YOUR SOCIAL MEDIA EFFORTS

• Know your business KPIs to the results level• What are the Use Cases that will best support

the KPIs?• How committed to Social are your C-level

execs? Do they understand the impact of “Good Data” and how to use it?

• What actions/activities are you doing around Social Media today?

LEARN FROM OTHERS’ EFFORTS

• Dove: used social data to measure and optimize their social media efforts

• Kraft: created new segments for engagement and increasing repeat purchases

• Common themes: – Willingness to take risks– Put systems in place to scale data collection and

engagement– Put resources in place to get key insights quickly and

take action (optimize)

Q&A