#LIFTSocial

CASE STUDY: Bringing Social Data to the Business: Geeks in a Jock’s World

Vladimir Matović | adidas Group

Speaker:

@Vlacke | #LIFTSocial

Agenda

/ Age of Innocence

/ In Search of a Bright Spot

/ Using the Momentum

/ Punchline

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Age of Innocence

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The Setup

…but trust me, I know marketing

I work in IT…

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Work Work Work

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The Analyst’s Dilemma

Good enough! Ideal but a waste of effort!

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The Work of… Art (?!)

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The Communication…Experts (?!)

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The Analytics Conundrum

Rarely Used

Rarely Understood

Rarely Asked For

Rarely Applied

Analyst’sPlight

Analytics House

Reporting & Data Puking

Self-service

Analyses

Business Consultancy

Tim

e E

ffor

t &

Bus

ines

s Im

pact

Web Dashboards

Excel and/or E-mail

PowerPoint or PDF

Face-to-Face

Means of Communication

Effe

ctiv

enes

s

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The Name of the Game

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In Search of a Bright Spot

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The Stage

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Setting the Goal(s)

For the brand

“Be the World’s most talked about brand.”

For our team

“Plant the seed of analytics and make the Football team our ‘champion’. Make Football team the bright spot.”

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The Bright Spot

Bright Spot is a successful case, a successful example in an area.

Finding a bright spot means identifying success and reasons behind it, and a good way to perpetuate that success.

It’s flipping the switch from analyzing a problem to analyzing a solution.

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The Fortune Favors the Brave

For our team

Social Media Analyst

Football Marketing

Comms

For the Brand

CEO

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Using the Momentum

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Tactic 1: Create a Brand

“All of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called YOU.”

-Tom Peters

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Tactic 1: Create a Brand

/ Promise…/ …thatyouknowwhatyouaretalkingabout/ …thatyoustandforQuality/ …thatyouaretheretohelpmakesomeone'slifeeasier

…and by doing this you build TRUST!

/ Communicate…/ …oneLook/ …oneLanguage/ …oneLogo

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Tactic 1: Create a Brand

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Tactic 2: Create effective Communication

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Tactic 2: Create effective Communication

/ Time the Comms (Brand Conference time)

/ Tie positive association (Gummy Bears)

/ Cast the net wide (Interns to the rescue!)

Result: Reached over 700 people (inc. the CEO), increased brand recognition and received number of positive feedback on the unique approach.

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Tactic 2: Disrupt the way you communicate

/ Research-like studies

/ Hype building

Result: Over 100 sign-ups (2 of which were VP level).

/ Internal, CRM-like initiative

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Tactic 3: Act like an Internal Agency

Result: Closer connection, trust and access to context leads tomore impactful analyses!

Client

Client Partner(Analyst)

Practice LeadSocial Media

Analytics

Practice Lead Web Analytics

Practice LeadCRM Analytics

Analytics team

Client’s teamClient Partner

(Analyst)physical location

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Tactic 4: Apply basic psychologyNotice the common words:

• Questions – sparks interest• You/your – makes it personal• Why/how to – solves a

problem/expectation• This/that – specifies/narrows down• Numbers• Superlatives

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Tactic 4: Apply basic psychology

050

100150200250300350

Avg. Clicks on Social Media Weekly

Reports

Avg. Clicks on Mobile Monthly

Reports

BeforeAfter

/ EatYourOwnDogFood

/ BewareoftheClickBait2.3x increase

3.2x increase

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Tactic 5: Go (more) Pro

/ Continue strengthening the Brand of YOU

/ Create excitement

Result: Grew our subscriber base from 300 to over 450 people.

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The Analytics Conundrum

I got 99 problems but this ain’t one

I need more time

I need more people

Analyst‘s Plight

Analytics House

Reporting & Data Puking

Self-service

Analyses

Business Consultancy

Tim

e E

ffor

t &

Bus

ines

s Im

pact

@Vlacke | #LIFTSocial

The Punchline

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The Punchline

/ Brand yourself or your team. You ARE more than just a “numbers” girl or guy.

/ Find your Bright Spot, your Champion.

/ Be ONE with your counterpart.

/ Communicate your value, not your analytics.

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The Punchline

More FUN More BUSINESS IMPACT Stronger sense of PURPOSE

QUESTIONS

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Thank You

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