Upload
chris-rigatuso-crigatuso
View
61
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Introduction to social media sensing for the Berkeley Incubator Skydeck. Produced by Skyfollow Consulting Group. Social media Sensing, a more advanced form of social media analytics, social media listening, social media monitoring. Allows scalable intelligence for informing product, marketing, sales, and media strategy.
Citation preview
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
04/12/2023 SCG Skyfollow.com 2
04/12/2023 SCG Skyfollow.com 10
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
04/12/2023 SCG Skyfollow.com 6
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
04/12/2023 SCG Skyfollow.com 7
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
04/12/2023 SCG Skyfollow.com 8
How does Social Media Fit into overall Strategy?
04/12/2023 SCG Skyfollow.com 9
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
04/12/2023 SCG Skyfollow.com 11
04/12/2023 SCG Skyfollow.com 12
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? (
04/12/2023 SCG Skyfollow.com 11
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