how do red bull, the hershey company, and intel turn big data into competitive advantage

How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage

S.I. Newhouse School of Public Communications

Global Leaders in Digital and Social Media Speaker Series

March 20, 2013

#NewhouseGLDSM

Contents are proprietary and confidential.

The communications landscape is changing…


How We Consume Media Has Changed…

Yomiuri Shimbun is the top

newspaper

14 million

2.2Internet users

online

A large PC manufacturer

may have

250in use at any one

time

The # of devices in use vs. the online population of the

world is easily

today and growing

3:1million systems

billionreaders

#NewhouseGLDSM // @chuckhemann on Twitter

Our Brand’s Story Must be Told in Different Ways to Succeed

The majority of content we consume is not via a media outlet. It is through our friends and networksMedia refers to all

content

Blogs, Twitter, Facebook wall, mainstream media, video

News flow has 5 drivers

If “media” is redefined, how could media plans stay the same?

Media plans are becoming obsolete

Our information needs change as our journey evolves leading to different content, places and devices

Multiple Channel Content

Consumption

65% of people believe they are visual learnersVisual Trumps Copy

Content is now part of the rhythm of life. 1,9,90 Content must be Fluid


Understanding the 1,9,90 Rule

1 9 90

Content Creators

• Top influencers – 1% or less who reach the world of your current and potential customers.

• Important to build relationships here.

Content Sharers

• 2nd concentric circle of influence – where the top influencers get their content and ideas.

• Important to surround sound paid + earned media.

Broad Community

• Like-minded customers who are not yet connected to the brand.

• Important to educate them, provide a unique experience, and share audiences with others


The Opportunity is Unveiling Itself

Newsflow• Blogs and twitter drive 2/3 of flow• Five drivers of newsflow• Mainstream media news cycles driven

by average of 5 people• Online content cycles driven by <50

people

Human Behavior• We are only snowflakes to our parents• We all follow patterns• Influencers (top 50) typically source

from no more than 4-5 people• Who are the top sources?

Media Consumption Patterns• I read what I want, where I want• Social channels are becoming the new

“third place”

The Social Footprint• easy to see where content is shared

and with whom• Preferred words are clear• Content needs are clear

Four Drivers of Change


Interpreting Behavior

AWARENESSGetting someone’s attention is the beginning of every relationship. Sometimes a whisper is more impactful than a shout. Yet, volume won’t matter if your story isn’t compelling.

ACTIONYou’ve hit pay dirt. Customers are now engaging directly with your brand gaining first hand experience but now they are behind the wheel.

AMBASSADORWe’ve reached the defining moment, customers share their experience, carrying the brand forward to people we could never reach. Now we must forge a partnership with our most loyal customers who are our best advocates… make that evangelists.

ASSESSMENT (PRE)You’ve got their ear. This is where decisions are made, so what you say – and how you say it – needs to resonate and penetrate the customer’s consciousness. If successful they take action.

ASSESSMENT (POST)Hope you made a good first impression. Now they get to evaluate their experience and relationship with your brand. Did it deliver on the promise? Did it disappoint? Either way, you have to be there to answer.


People and brands send more than 340m tweets per day

People on Facebook share more than 684,000 bits of content per day

People upload 72 hours of new video to YouTube every minute

Google receives over 2 million search queries a minute

Marketers are Currently Swimming in Data


Social Channels = New Frontier for Research

• Open, unfiltered channels

• Real-time market-driven conversations

• Engaged customer and partner communities

• Early warning system for competitive intelligence

• Hard to make a move without some digital footprint

• Lots of noise to filter, but plenty of valuable signal


How is Research Changing to Meet the New Communications Landscape? 10 Trends in Digital Analytics


#1 – (Tool) Buyer Beware

Social Media ListeningSocial Media Engagement

Influencer AnalysisAudience AnalysisContent AnalysisSearch Analytics

“”

Hundreds of Available Tools with no Clear Link… Yet

#2 – Two Clear Listening Models Emerging

Listening for program planning and listening for

content development“ ”

• What are people saying about your brand

• Where people are talking about your brand

• When people are talking about your brand

• Who is talking about your brand

• Why people are talking about your brand

Taking a Step Back to Set Proper Goals


Listening to Develop Content in Real-Time

#NewhouseGLDSM // @chuckhemann on TwitterPhoto credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi

Top Brands Becoming Content Curators…

• Top curated content from pre-screened, influential online sources.

• Content created by approved staff contributors.

• Ranked by online reach + whether staff has interacted with it.

• Potentially featured by a staff Editor.


#3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party

Digital data’s value extends well beyond its applications

for public relations and marketing“ ”


• Concept of building a dashboard to listen for conversations outside of PR/marketing applications is easy

• Discover the data

• Analyze the data

• Segment

• Develop insights

• Execute based on those insights

• In practice, much more difficult to execute at large companies

• Requires central source for listening with organization

Making Social Data Work Outside of PR/Marketing


Social Customer Service is an Emerging Approach


• Shift in importance away from traditional customer service channels toward social media, smartphones and internet sites

• 79% of respondents in the survey cited the immediacy of interactive channels in their preference

• 46% cited those interactive channels as the most efficient communication method

• Listening to conversations for customer service requires dedicated team, technologies, measurement techniques and processes

Samsung and Delta are Two Strong Case Studies


#4 – We Drop “Social” from Social CRM

CRM platforms evolve to incorporate social data more

easily therefore eliminating the need to keep using social in

front of CRM“

”#NewhouseGLDSM // @chuckhemann on Twitter

The Good News is Current Systems are Evolving…Slowly


#5 – Internal Ownership Becomes Critical

Companies are dealing with a massive amount of customer

data and need to build platforms to handle it“ ”



Intel Has Developed a Social Cockpit…

#6 – Command Centers are Valuable… Kind of

Command centers are valuable internal tools that

rally the organization around the idea of social

media/listening to customers“

”#NewhouseGLDSM // @chuckhemann on Twitter

#gotoexplore


Several Brands Have Built Command Centers

Do you need one of these if you are a brand or representing a brand? It depends

#7 – Measurement Finally Becomes Integrated

Communications has been working to break down silos for years. It’s time to do the

same in measurement “ ”#NewhouseGLDSM // @chuckhemann on Twitter

Timely Intelligence Timely Decisions

Daily:Media flow, news synopses, topline opinions

Weekly:KPI tracking, red flags, tactical decisions,

editorial planning, traffic/sales impact

Monthly:KPI trends and insights, strategy evaluation,

program optimization, problem resolution

Hourly:Competitive alerts and crisis management

Quarterly:KPI executive reviews, strategy shifts,

problem escalation, cross-discipline impact

Annually:Business and comms planning, long-range strategy, KPI assessment and goal setting


Institutionalize Standard Metrics Awareness(Reach)

Assessment(Consideration)

Action(Engagement)

Ambassadorship(Loyalty/Advocacy)

Social Networks (Facebook)

Metric #1Metric #2Metric #3




Blogs Metric #1Metric #2Metric #3




Microblogs Metric #1Metric #2Metric #3




Audio (podcasts) Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Video (YouTube) Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Images (Flickr) Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Documents (SlideShare)

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Forums Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Wikis Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Search (Google) Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2

Metric #1Metric #2


#8 – Analytics goes hyper-local

As marketing programs are built to reach people in specific geographies,

analytics tools will need to be built to keep up

“”


Track conversation by zip code, town, store


#9 – Forensic Analytics Becomes a Critical Capability Within Companies

Digital and social media present untold opportunities to learn about our customers.

The trick is moving beyond counting to actually understand behavior

“”#NewhouseGLDSM // @chuckhemann on Twitter

#10 – Influencer Analysis is not Synonymous with Klout

The current suite of influencer solutions do not fully capture

how influential a person is online“ ”


The Current Influencer Tools are not the Devil, but Don’t Accurately Gauge Influence Either


<50 People Drive Share of Conversation Online

• Have complete clarity into who influences your world, and how to reach them with your content.

Thousands of key

phrases.

Millions of webpages.

100+ Metrics.

Hundreds of Outlets.

50 Top Influencers.


Where Did This Come From?

Chuck Hemann – Director, Analytics at WCG

Ken Burbary – Chief Digital Officer at Campbell Ewald


how do red bull, the hershey company, and intel turn big data into competitive advantage

Documents

mainstream media

different content

media news cycles

fluid content

video media plans

people online content

twitter drive

online world