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Getting the edge/ The Magic of Blended Data
Will | brandwatch.com
Welcome
3
Let’s get this straight.
Simple idea #1
As social moves from a silo to being better through its connection to everything else in an organisation, so does social data.
Centralized Distributed Coordinated Multiple Hub & Spoke
Holistic
Simple idea #2
That getting an edge matters.
And the best way to get an edge with social data is to blend it.
Caution!
For every beer and nappies…
...there are 17 spurious correlations.
3 main risks with social data
1. Sample/selection bias
Assuming people on social are representative of the people you're
interested
Assuming the people you're interested in are posting on social
2. Inference problems
Things like sentiment, gender, location, etc. are inferred with less than
100% accuracy
3. Being creepybrandwatch.com | @willmtwitter
That getting an edge matters.
And the best way to get an edge with social data is to blend it.
Raw ingredients
A day in my life
More caveats
These are all real examples. All but one are Brandwatch customers.
However I’ve changed the brands and this is not my real life. But it could be.
brandwatch.com | @willmtwitter
Goal:
Blend social data with weather data to find insights
How:
Got social data for customers talking about consuming their ice cream product using
Got weather data for the same period
ROI:
Found there were meaningful increases in people talking about eating ice cream when the weather was bad.
Used that to inform their future advertising strategybrandwatch.com | @willmtwitter
Goal:
Jump in to conversations about test drives to signpost potential buyers to local dealers
How:
Queries set up to locate social mentions that mention car model names with ‘test drive’, dealers names
Using Rules, Categories and Tags to automatically filter these conversations by Colour, Model, Brand, Dealer etc.
Then matching CRM details of known customers with social handles to explore the potential of social CRM at scale (they already have a database of >1m customers on social).
Potential ROI:
increase in car sales and test drives and increased engagement with local dealersto customers
Goal:
More effective ad spend and return visits to their parks
How:
Identified people who met demographic criteria in each of their theme park DMA region.
Identified topical areas of interest in those demographic segments, by region
Fed those topics into tailored regional advertising campaigns
ROI:
Uplift in ticket sales + increase in per ticket revenues
brandwatch.com | @willmtwitter
Goal:
Change and Adapt Brand Perception
How:
Matching offline physical event check-in data with the social conversations around each of the physical events
Matching social handles to offline identities and then observing and learning
Intended ROI:
Understand which events drive the most brand favourability change (long tail
of sales cycle, moving from interest to consideration),
brandwatch.com | @willmtwitter
Goal:
Understand which brands and items their existing customers were talking about publicly
How:
Acquired mentions for the key brands that they sell
Worked with a third party vendor to match social identities to their own CRM database
ROI:
Used information to promote those brands and items via the website and email
brandwatch.com | @willmtwitter
The point is that it’s not just about social anymore
• It’s about the business
• The customers
• The market
• Social is just part of it
brandwatch.com | @willmtwitter
Now for some crazy shit!
So what?
Yeah. So What?
brandwatch.com | @willmtwitter
Now You Know
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