12.10.13
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This document discusses how social data can be leveraged for customer insights. It introduces three speakers - Jay Krall, Jason Kapler, and Tom Teicholz - who will discuss using social data to inform marketing decisions. Social data provides real-time insights into customer preferences and can help organizations deliver better experiences. The data grows constantly and provides an unbiased, contextual layer to understand customers. Social data is revolutionizing marketing by informing strategy, activation, and measurement across the entire customer lifecycle.
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12.10.13
- 1. Leveraging Social Data for Customer Insights #SMTLive
- 2. Join the Conversation… long and Follow a thoughts 157,34 your share t Twitter a 5e on #SMTliv Subm quest it your ions i n the GotoW Prese ebinar ntatio windo n w #SMTLive
- 3. Our Speakers Jay Krall is a Technical Product Manager at DataSift, the leading platform for extracting value from social data. Jay has worked on social data projects for more than 6 years and has spoken on the topic of deriving business insights from social content for many organizations. At DataSift, Jay works with customers to incorporate their priorities into the product roadmap and manages platform enhancement projects. @jaykrall Jason Kapler is Director of Marketing at Networked Insights, a data analytics company that turns real-time consumer data from the social web into market intelligence and insights. Leading brands, studios and networks use this information to guide decision marketing across a spectrum of strategic marketing activities and measure the impact of marketing. He is passionate about teaching brands how they can leverage social data to develop more consumer-centric, insight-driven marketing strategies. @JasonKapler Tom Teicholz is an award winning journalist who has consulted to and created video and written content for Intel, The Museum of Tolerance, The Milken Foundation, Universal and Fox/TV Studios and whose work has appeared in The New York Times Sunday Magazine, The Daily Beast, The Huffington Post and PurpleClover.com. @TomTeicholz #SMTLive
- 4. Big Data Helps Us… …[to deliver] the right experience to the right customer at the right time.” …[get] amore complete picture of customers’ preferences and demands; through this deeper understanding, organizations of all types are finding new ways to engage with existing and potential customers.” Sources: PwC- http://www.pwc.com/us/en/advisory/customerimpact/transforming-customer-data.jhtml IBM eBook: Analytics: The real-world use of big data-How innovative enterprises extract value from uncertain data
- 5. Source: IBM eBook: Analytics: The real-world use of big dataHow innovative enterprises extract value from uncertain data
- 6. We leverage social data to inform business-critical marketing decisions
- 7. Today social data from EVERYWHERE organized is being collected & to improve business decisions.
- 8. Why Social Data is Revolutionary Informs, De-risks, Validates and Optimizes Marketing Decisions Grows Constantly Grows Constantly Un-biased Un-biased Accessible in Real-Time Accessible in Real-Time Provides a Contextual Layer Provides a Contextual Layer
- 9. How Social Data Changes Your World? MARKETING REVOLUTION 9
- 10. Marketing with Real-Time Insights Activation Activation Strategy/Planning Strategy/Planning Marketing Mix Messaging/Position ing Media Planning Competitive Analysis Brand Growth Strategy Risk Assessment Channel Strategy Media Allocation & Optimization Digital Targeting Content Marketing Influencer Outreach Programs Advertising Content Brand Ambassador Recommendations Measurement Measurement Marketing KPIs Campaign Performance Awareness & Consumer Perceptions Media Spend Impact Purchase Funnel 10
- 11. Thank You! Jason Kapler Director of Marketing Networked Insights @jasonkapler
- 12. Upcoming Webinars 12/12 Meet the Author - Age of Context: Mobile, Sensors, Data and the Future of Privacy http://socialmediatoday.com/age-of-context-webinar 12/17 Social Media Predictions for 2014: What Do You Need to Watch? http://socialmediatoday.com/social-media-predictions-2014
Notas del editor
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- http://www.marketingprofs.com/charts/2013/11340/digital-marketers-on-twitter-share-retweet?adref=nl080613 Quote on lower person reading article. Social Media Today’s number’s are growing exponentially lately, which is great for Jive because as we develop new content we ccan WE are unique in our reach
- We’d love to propose a content hub as a way to organize this lead generation campaign for Jive. The content hub can be specific to each of the verticals you are looking to focus on or can be more general to incorporate all three verticals and maybe more as the campaign grows. We envision leveraging existing Jive eBooks, whitepapers, and webinars to begin lead generation immediately (in the next few slides, I’ll show you how Oracle does this)
- Today data is being collected and stored from everywhere.
- Big Data has the largest impact on marketing, and as a result it is going to change everything. It will alter how you perceive your consumer and discover your true audience – less perceptions based on demographic information and more focused on explicit or action-based data. Marketing will leverage big data to better understand what to say to consumers. Why guess at the marketing messages your audience wants to hear when data can show you what drives the most engagement? Marketing professionals will also use big data to identify where to best present marketing messages. The impacts for media planning and buying are a more efficient advertising spend. One that moves away from mass marketing techniques like buying reach and matches the consumption patterns of a target consumer.