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Structuring Data & Shaping Behavior

@Zonozi | @Zoomph#NHTSA16

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#NHTSA16• Social Media today• Big Data• Influencers• Leveraging UGC

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A Social Media Minute in 2015• 4.1M Facebook Likes• 1.7M Instagram Likes• 1M Vine views• 350K Twitter Tweets

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That’s a lot of noise

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Data rules everything• Companies are becoming data-driven• More data, provides more opportunities for

metrics• Uber, Amazon, etc• Be like Netflix

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Before you ask me about ROI…

“ It should not be called ROI, but ROnI = Risk of not investing ”

- Michael Buck, Dell

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Big Data

• We can derive actionable insights from an aggregation of individual random data points

• We just need to know the right question to focus on the right data, and quantify by the right metric

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Social Distribution Channels at Camden Yards

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Real-time FeedbackThe Zoomph screen was shown at 7:46pm

• 7:48p Instagram content peaked

• 860 Instagrams total • Instagram is not a real-time

platform, we’re changing people’s behavior

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We tell our audience what we want by what we highlight

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Influencers• We find people that hold authority in

contextually relevant conversations• These people have a large reach to like-

minded people• Chosen by the crowd, provides relevancy

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Who is behind the conversation?

• Influence• Sentiment• Demographics• Affinities• Interests• Psychographics

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Real-time Feedback

Social analysis can power real-time insight into who is engaging with you

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Inspiring Change• By making actions more observable, we make

them easier to imitate• By engaging with content and surfacing

behaviors we desire, we are rewarding that behavior.

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How can NHTSA shape behavior?

Use real stories to drive awareness campaigns (e.g. Drunk Driving)

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Encourage information sharing by engaging with consumers with issues

How can NHTSA shape behavior?

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Key Elements to Success on Social• Relevancy + Usefulness• Real-time engagement• Use Social Listening to know your audience• Be where your audience is

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Thank you• Questions?

– Tweet me @Zonozi