Post on 02-Nov-2014
description
Data, so hot right nowAKA How social media analytics can drive actionable insights
11.02.10 A presentation to:Brand RepublicDigital Peer-to-Peer Exchange
fivebyfivedigital.com@fbfdigital
Nicholas GillHead of PlanningFive by Five
@nicholasrgill
Mark CoxSenior Manager - European Digital MarketingActivision
@general_coxy
Data, so hot right now. Data.
ContentExplosion
Source: Advertising: It's Everywhere, Media Awareness Network, http://popacular.com/gigatweet ,http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/
13 hoursYou Tube video uploaded every minute
900,000Blog posts every day
9,000,000,000Tweets since launch (2m in the last hour)
3,000Average advertising exposure per day
Social Media
Feeds/Filters
On Demand
SharingReviewing
Press
TV
Outdoor
Gaming
DestinationsMobile
Connecting
RSS
On-demand (iPlayer, 4OD,
Hulu)
PVR
Interactive TV
Social viewing / Participation
TextBluetooth
Live interaction
QR codes
Video ad innovation
QR codes
Ratings
Reviews Liking
Distribution
Bookmarkingemail IM
VOIP (Skype)
Life-streaming (Twitter)
FriendingWi-Fi
MMS
Surfing
Bluetooth
GPS
MP3
Entertainment (radio, video,
music)Search
Networks
Life-streamingPublish (blog)
Forum
Widgets
Meme
Crowd-sourcing
Virtual WorldsLive casting
Console
HandheldCasual
SurfingTV viewing
Camera, DVD, Blu-Ray
MMO
ARG
PortalsNews
Personalised start pages,
iGoogle
Brand sites
Content explosion – everything digital
Social media is culturally accepted
Source: Forrester & The Guardian
65% of time spent in social/entertaining space
Gaming eclipses all other activities for European teens & gets more social
Source: Forrester 2009 & AdAge
Internet9.1hpw
TV10.3hpw
Gaming(console + PC)
11.7hpw
• 44% visit Facebook at least weekly
• 30% read blogs at least weekly.
• 2x more likely likely to commenton someone else’s blog
• 47% talk with friends online aboutwhat they are watching on TV
• Real-time online engagementopportunity activity around TV content
• More social, less solo• Far more likely to play computer games at friends' houses than adults
• New social integration with Twitter &Facebook connect blurs line between activities & spaces, e.g. Uncharted 2 status updates tweeted
Multi-tasking is mainstream.50% listen to music on the PC, while 45% watch TV while online
The value of conversations
Personal advocacy has always been a brand’s most valuable communication tool
Listening and engaging with what people our saying about them and their competitor’s performance
Understanding content that audiences value and provide
Embrace audiences as dynamic, contributory, uncontrollable forces
Success through socialised brands
Social media analytics model
Source: Nick Owen Analytics Lead, Five by Five SocialTronics , @darthngo
Active Listening to determine brand health, opportunity, feed into strategy
Source: Five by Five SocialTronics
Identifies, informs and inspires
Identify
Discover the volume of conversations
Track volume, sentiment and media-mix
Identify influencers
Benchmark against competitors
Understand the subject
Listen to what they’re saying
Provide a platform to engage
Inspires & inform
Business strategy Marketing strategy HR communications strategyNew product developmentDigital strategy Social media strategy Social currency(e.g. brand entertainment, brand utility & co-creation)Brand outpostsWebsite strategy
Analytics dashboard
Source: Five by Five SocialTronics
Conversation snapshots
Source: Five by Five SocialTronics
Brand performance snapshot
Source: Five by Five SocialTronics
Benchmark Vs competitors
Source: Five by Five SocialTronics
Advocates
Comments & Suggestions
Customer service PR
Activating the community
‘who is you favourite guitarist?’‘what is your favourite guitar solo?’‘how many of you out there played guitar hero last night?’
Engagement driven by passion points
Connecting conversations, brand engagement & salesTheory
Source: Five by Five SocialTronics
Connecting conversations, brand engagement & salesReality
Brand engagement
Source: Five by Five SocialTronics
Brand engagement
Connecting conversations, brand engagement & salesReality
Source: Five by Five SocialTronics
Continue the conversation…
Nicholas GillHead of PlanningFive by Five
@nicholasrgill
Mark CoxSenior Manager - European Digital MarketingActivision
@general_coxy