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

email

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