Social Data & Privacy Seminar

Social data and what you can do with it. …….Or moving beyond simple social media broadcast marketing

to build one-to-one relationships

Alpesh Doshi (@alpeshdoshi), Fintricity

#smwsocialdata

What is Social Data? Where does it come from?

#smwsocialdata

Types of Social Data

#smwsocialdata

More… Types of Social Data

Demographics Age, Gender,

Geography, HHI, Level of Education,

List of friends, Friends of Friends

Interests Profile-Based, Contextual,

Demonstrated, Undeclared

Actions Creating, Rating, Sending,

Sharing, Uploading, Watching, and more

Interaction How people interact with

content and ads: Clicks, time spent, interactions, videos

completed

Recency and Frequency How often and when

people express interests or actions

Sentiment and Exposure What people say, what

they read, and when and how they say and read it

#smwsocialdata

Social Data = Big Data

#smwsocialdata

Data has moved from being mined over time to mined in real time

What can you do with Social Data

You can create relationships between data…. It helps to understand customers, brands.

Social Data - Detail

Social Graphs A social graph can enable the modelling of the available data to help derive better

insight and analytics

Interest Graphs Interest graphs can connect interests together to help understand people better

• Interests can help find patterns of things people like to do, like to listen to.

• Recommendations, Sentiment,

• Marketing similar products and services

Once you’ve’ modelled the right graphs, the opportunities to interpret data and provide far more

detailed and significant insights becomes possible – especially with large data sets!

A view of social data and what it could do for you

Social Data provides business value

Social Data can provide significant business value for marketing, PR, sales, distribution,

product development, logistics, research, insights,

• Provides the ability to smooth login process to websites, applications, social sites to

tailor the experience for the individual user

• Better target engagement, beyond simple messaging

• Doing this breeds trust and loyalty because a customer sees that you catering for

the individual needs – relevance, user experience

• It helps advertisers/publishers/agencies target advertising more precisely

• Need to scale and integrate social data and the process into the whole marketing

mix and operating model of the enterprise

• Determine more precise influence and reputation models

The skills required to help do this go beyond the current ability to use a tool. It

requires big data architecture and deep technology experience, data scientists,

application developers together with changes our how marketing is done.

Thank You Alpesh Doshi (@alpeshdoshi), Fintricity

M: +44 7973 822820

W: www.fintricity.com