Keynote: Mining for Ultraviolet Data and a New Approach to Social Media
What is Ultraviolet data (information which we either failed to collect, or which we have collected, but is not useful for analysis and insights) and how to work with it. The analogy of "ultraviolet" to cover platform capabilities (the unused features of software that most of us don't use, but which may be more valuable than the parts we do use).
Social Analytics - how we can improve the way Analysts and Stakeholders use platforms, and the data they get as a result, but adding a different approach to how Analytics is conducted, and who runs it.
The role of Analytics – the importance of a Chief Analytics Officer and the need for one in every agency, to better inform agency heads, stakeholders and clients of the best selection of vendors and the best use of the data, as crucial.
Marshall Sponder, Founder of WebMetrics Guru INC. and Author of Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics, US
2. Marshall Sponder – Founder
WebMetricsGuru INC.
Marshall Sponder is an Author of the
McGraw-Hill book, Social Media
Analytics, he is independent Web
analytics, data and SEO/SEM specialist
working in the field of market research,
social media, networking, and Outbound
Communications. Marshall is currently
working with Principal at
WebMetricsGuru INC and Insights Digital,
INC , both partnerships focus on the
practice around Social Analytics.
Marshall’s blog is
http://www.webmetricsguru.com and
book site is http://www.smabook.com
3. Swimming in Data?
Amazing Images of a pool here in Singapore – and right in this
resort! Great setting to explore “UltraViolet” Data
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
15.
16. 1. Signal to Noise Ratio
2. Not Scalable, too manual
3. Insightful vs. Actionable
4. Poor Geography / Location
5. Local Data Gap / Blind Spot
6. Platforms often lack needed segmentation
capabilities
7. Correspondence between Online chatter
vs. Offline Word of Mouth is Industry
dependent
8. No established, universally acceptable
standards for conducting social listening
17. Burburry Brand Affinity Strength
Who What Wear
MoMA The Museum of Modern Art
Nordstrom
Fashionista
BCBGMAXAZRIA
Marie Claire
DVF - Diane von Furstenberg
The Metropolitan Museum of Art- New York
Where do I Food Network
Burberry
focus my Lady Gaga
H&M
Marketing? GUCCI
Dolce & Gabbana
Sephora
CNN
Fast Company
InStylecom
Shopbop
Smithsonian Institution
18. Local Content Surfaced Local Content Blind Spot
32% 68% Blind Spot
24% 76% Blind Spot
37% 63% Blind Spot
38% 62% Blind Spot
18% 82% Blind Spot
August 2011
August 2011
19. They mess up here A LOT! If I wasn’t in a rush
nor a coffee addict I would go somewhere else!
21. Mobile and Tablets - Next three years
Huge market segments still emerging
• Over 75% of businesses plan on deploying tablets by 2013
• Revolutionizing health care delivery, on-site and mobile
• Disrupting software engineering and user expectations
22. Salesforce + WealthEngine
When Salesforce+WealthEngine are combined you get your
own lead database with net worth information added
http://www.youtube.com/watch?v=EnT1ERSxjSo
23. Salesforce + WealthEngine + Radian6
When Salesforce+WealthEngine are combined you get your
own lead database with net worth information added
24.
25.
26.
27. Prioritise by influence – simple
followers count
Acquisition targets
Time the right platforms
saves us
34. Social profile of page visited, provide a deeper understanding of the shopping behaviour.
Lowest bounce rate and
highest economic index
Content finds resonance
with users with
Sporting and TV interest
e-com traffic with social profile
Illustration only
35.
36.
37.
38. Geo-location
tracking (must tie
customer to
Location)
Email List
Unique ID code
Difficult to track – tracked when a
could do with subscriber retunes
camera, tie it up to receipt (coupon)
face recognition
but face big
brother fallout if
Google Analytics
you do
can accurately
Google Analytics record this part via
can track this part ecom tracking if
if set up correctly set up correctly
We need to think
deeply on this and
decide which
Metrics and KPI’s
actually are the
right ones to track
Lets talk about Ultraviolet Data – What is it? - Ask Audience – what they think it means? Questions? - What it is to you – Way back when, Dan Bricklen’s Demo II software – you only used part of it’s capabilities, the rest were Ultraviolet. People also have UV properties as does Data (we don’t collect and know how to use most of it).. It’s like it’s invisible to us, but not really, it’s more like “ultraviolet light”, bees and wasps can see it, but humans can’t (unless they have special devices to help them detect it).
Have agencies providing you about the latest market perceptions, campaign information around your brand, your competitors and your industry (some of it useful, others, not so much).
So much public domain data is available, but not collected -
High on your list should be matching social data with internal data customer data
These should be your primary acquisition targetsWhat should you do (action) when you find customer following both or Like both your brand and competitors ....
Outcome for marketer = tailored product, tiered customer management and a lift in spend
After we have done all these stuff, are they buying more from usthe UV data you needed is social profile of the buying action taken you want to know - who is 'buying' from us Buying data here is the purchase process visited/revisited down load brochure asked for a quote entered a competition sign up a trail A lot of these information is already in e-com system, in your google analyticsThe piece that is missing is the link between traffic and social profileThere are a number of projects/products heading down this track[Screen shot of ??...AW need to check with client first ][Outcome for marketer = tailored products, increase conversion ]