Scg skyfollow social media sensing skydeck part3

04/12/2023 SCG Skyfollow.com 1

Social Media Sensing (Analytics, listening, monitoring)

Listen [to the market’s state now]before you

Act [product definition & release]

Part 3 (Impact to your Firm)June 10, 2013 for

Skydeck.Berkeley.edu

Chris Rigatuso [email protected]

+

What is the Impact for Firms?

Your Changes in target markets, product roadmap, focus, strategy, messaging Come From Decisions with Confidence, Evidence, Context and Clarity

Social ROI Should come much later



Value Proposition

The Marketing Process clear use social media sensing

Customers:• Demand Analysis• Needs (Conjoint Analysis)• DMP (Funnel Analysis)

Company:• Cost Analysis• Portfolio Analysis

Competitors: Perceptual Maps

Collaborators: Alliances / Distributors

Context: Industry Forces

PositioningTargetingSegmentation

Measurement/Test

Marketing Mix (4P-s)Product/Service Place/Channel Promotion

Pricing

Generic Strategies/Strategic Posture

Analysis: 5 Forces, 5C-s Understand Uncertainty

Goal/Business Unit

How do customers inform each other using Social Media? Do you measure their effects? Why would you have a campaign that ignores those effects?

Segments Who behavior psychographics media usage

Generic ROI Framework


Value of all outputs attained

Value of all inputs used

Considerations Cause Complexity:

• SCOPE: Per Process, Tool, Campaign, Initiative ….• CONTROL: Internal vs. external, indirect and direct costs and benefits• DEFINITION: Tangibility of “value”• STANDARDS: Dimensions of metrics on value, cost, etc.• RISK, uncertainty, certainty and changes• NPV, and discount rates• FTE time, effort, cost, task switching• TIME Meetings, agencies, approvals, process, blocks• MATCH Numerator/Denominator assumptions, dimensions, accuracy• COMPARABILITY over time, across initiatives, campaigns, depts, companies


Marketing

Social

Advertising

Web sites

PR

Mindset of Opensource, Trust, Content and Marketing

Old Closed World: “Its IP” New Open World: “Enabling Trust & SEO”

Legacy staff viewpoints More information > More trust

Career risk and fears Trust removes sales barriers

Secret info is prerequisite for sales Trust is prerequisite for sales

Fiefdoms and silos for control over production, distribution

Shared info and collaborative teams reduce cycle time, enhance performance

Closedness incentives new business Openness incentive new business

Business model cannibalization Replace or integrate closed systems, docs,

Marketing is pure price/performance and feature/function positioning

Link to Marketing, Content strategyMarketing means visibility and trust


How does Social Media Fit into overall Strategy?


Cospecialization

Increasing fit & value

Complimentary ‘Whole Solution’

Evaluation Channels *

Communication

Channels *

Listen *(Sensing)

Adapt(Transformin

g)

Learn

(Seizing)Substitutes

New Entrants

Buyers

Suppliers

Increase Rate ofAdoption

Increase Revenue Growth

IncreaseDifferentiated ValuePropositions

MethodsAlliancesPartnersDistributionSupportLicensing

OutcomesIntegrationDifferentiationPerformanceRelative AdvantageCompatibilityServicesProcess Fit

Industry Rivalry

External Environment

Firm Boundary

Internal Dynamic Capabilities

Big Picture: Analytics for Competitive Advantage

PortersFive

Forces

FirmGoals

Select

Evaluate

ObjectivesAlignmentAwarenessObserve abilityShare abilityVisibilityTrial ability

Naked BrandsEmbrace TransparencyOpen up the firm Boundaries for informationFlowing in both directions

Our POV

• Sales is an aspect of Marketing– Direct Sales is a specific channel of employees– Indirect Sales is a channel partner program– Internal Sales is telesales, people who don’t leave

their office (or home office)• Marketing Budgets– Should take into account COS, sales effectiveness,

Sales cycle length– “Marketing ROI” Jim Lenskold



How complex is your landscape?

One-to-many (usually 1-way) Communications

One-to-one (often interactive)

Communications

Peer-to-peer (usually collaborative)

Communications

Sales Promotion

Central Compelling

Idea

Advertising(PPC)

Public Relations

(SEO)

Personal Selling

Online

Social Networking

(SEO)

Relationship Marketing or

Channel Partners Point of Sale

Sales Promotion

Awareness- building

Reinforcement

Trial Repurchase

Freemium Addiction

Brand loyaltyEvangelism

Irresistible?Irreplaceable?Inescapable? (


MARKETING STRATEGY

Which are done intuitively? Analytically? Individually? Connected via teams?Which are based on old assumptions, carried forward by convenience and inertia?

Segmentation

Targeting

Positioning

AudienceNeedsBenefit

PriorityUrgency

Fit & Value

ConcentrationConnection

Trust

PlacesMedia

Formats

MessageCoherence

Linkage

CompetitiveRelative

Relevance

KeywordsContent

Communities

Use community

Create community

Note: there are technologies for everything, yet much is done by hand

The Problem is not Lack of Data, its Actionable Analytics at Speed of Thought

Project StartProductsCompetitorsDesiresComplaintsFeaturesIntegrations

StrategyCombinationsLoad all TermsRanks for Analytics Depth

CollectionAccumulateValidateCompareExtract

FilterSummarizeInfluencersCustomersCompetitorsRisksOpportunities

Proprietary ToolsAnd TechniquesAnd Planning

Strategic StakeholdersInterviewsBrainstorming

Tool SophisticationData Analysis

Domain +Data +Strategy Experience

This requires judgment, data quality, transformation, tools selection and usage experience and marketing strategy experience.

Social Media Sensing

Your Benefits are the results from Decisions and ActionsOne time, short term or ongoing

You will be able to1. See holes and opportunities2. Know where to focus3. Formulate correct strategy4. Know what to say and on which media5. Find problems with competitors to exploit6. Know best topics on which to commit or avoid 7. Know most influential bloggers and leaders who are

visible8. Drill down to most relevant articles by various criteria

Scg skyfollow social media sensing skydeck part3

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