Post on 16-Apr-2017
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Structuring Data & Shaping Behavior
@Zonozi | @Zoomph#NHTSA16
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#NHTSA16• Social Media today• Big Data• Influencers• Leveraging UGC
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A Social Media Minute in 2015• 4.1M Facebook Likes• 1.7M Instagram Likes• 1M Vine views• 350K Twitter Tweets
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That’s a lot of noise
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Data rules everything• Companies are becoming data-driven• More data, provides more opportunities for
metrics• Uber, Amazon, etc• Be like Netflix
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Before you ask me about ROI…
“ It should not be called ROI, but ROnI = Risk of not investing ”
- Michael Buck, Dell
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Big Data
• We can derive actionable insights from an aggregation of individual random data points
• We just need to know the right question to focus on the right data, and quantify by the right metric
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Social Distribution Channels at Camden Yards
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Real-time FeedbackThe Zoomph screen was shown at 7:46pm
• 7:48p Instagram content peaked
• 860 Instagrams total • Instagram is not a real-time
platform, we’re changing people’s behavior
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We tell our audience what we want by what we highlight
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Influencers• We find people that hold authority in
contextually relevant conversations• These people have a large reach to like-
minded people• Chosen by the crowd, provides relevancy
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Who is behind the conversation?
• Influence• Sentiment• Demographics• Affinities• Interests• Psychographics
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Real-time Feedback
Social analysis can power real-time insight into who is engaging with you
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Inspiring Change• By making actions more observable, we make
them easier to imitate• By engaging with content and surfacing
behaviors we desire, we are rewarding that behavior.
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How can NHTSA shape behavior?
Use real stories to drive awareness campaigns (e.g. Drunk Driving)
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Encourage information sharing by engaging with consumers with issues
How can NHTSA shape behavior?
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Key Elements to Success on Social• Relevancy + Usefulness• Real-time engagement• Use Social Listening to know your audience• Be where your audience is
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Thank you• Questions?
– Tweet me @Zonozi