Social Tools Super Session By Benjamin Spiegel

SOCIAL TOOLS
SUPER SESSION
Benjamin Spiegel
CEO, MMI Agency
@NXFXCOM
#SocialPro #24A @nxfxcom

@nxfxcom#SocialPro #24A
Tools Toys are cool.

“Social network ad spending
hit $35.98 billion
worldwide in 2017.”

SOCIAL NETWORK AD SPENDING (BILLIIONS) 2015 2016 2017
North America $10.10 $12.67 $15.15
Asia-Pacific $7.40 $9.66 $11.91
Western Europe $4.74 $5.82 $6.85
Latin America $0.68 $0.85 $1.00
Central & Eastern Europe $0.61 $0.70 $0.79
Middle East & Africa $0.16 $0.22 $0.28
Worldwide $23.68 $29.91 $35.98
SOCIAL NETWORK AD SPENDING GROWTH (% CHANGE) 2015 2016 2017
Middle East & Africa 52.4% 33.9% 27.4%
Asia-Pacific 42.7% 30.6% 23.3%
North America 31.0% 25.5% 19.6%
Western Europe 28.9% 22.8% 17.7%
Latin America 24.2% 25.0% 17.9%
Central & Eastern Europe 18.0% 14.4% 13.0%
Worldwide 33.5% 26.3% 20.3%
Social Network Ad Spending Worldwide, by Region, 2015-2017
Note: includes paid advertising appearing within social networks, social network games and social network apps; excludes spending by marketers that goes toward developing or
maintaining a social network presence; numbers may not add up to total due to rounding
Source: eMarketer, April 2015

Crowded playing ﬁeld

© LUMA Partners LLC 2015
Gamification
SOCIAL LUMAscape

Social Data
Community
Platforms
Social/Mobile
Apps & Games
Social Networks - Other
Social Search & Browsing
Social Commerce
Platforms
Analytics
Social Promotion Platforms
Social Publishing Platforms
Social Marketing Management Twitter Apps
Facebook Gaming
Facebook Apps
Content Curation
URL Shorteners Stream Platforms
Traditional Publishers
Social Business Software
Content Sharing (Reviews/Q&A/Docs)
Image/Video Sharing
Blogging
Platforms
External (Customer) Facing
Internal (Employee) Facing
Social Ad Networks
Social Intelligence Social
Scoring
Social TV
Social Referral
M
A
R
K
E
T
E
R
C
O
N
S
U
M
E
RSocial Shopping
Social Advertising Platforms
Social Login/Sharing
Social Content & Forums
Denotes acquired company Denotes shuttered company
Advocate Platforms
Social Branded Video

Disclaimer:

I hate tools!

•  cross platform integration
•  granularity
•  Al
•  cost
•  data ownership
•  facebook = facebook
•  reporting
•  realtime insights bs
why?

Social tools cost up to $20k/brand/month

My only tool: Knime

@nxfxcom
Innovative platform
#SocialPro #24A

@nxfxcom
What it does
#SocialPro #24A

@nxfxcom
Twitter in 20 seconds
#SocialPro #24A

Real-world examples

Real-time events - Shell Houston Open
@nxfxcom
•  Real-time content
•  Simultaneous activities
•  Multiple real-time platforms
•  PR, social, analytics, radio, TV
and physical activation
#SocialPro #24A

Experiential social - ”Until 20”
@nxfxcom
•  Flexible demands (line length)
•  Multiple competitors - film festival
•  Location-based media support
•  POS integration/bidding
#SocialPro #24A

Digital launch - Boogie Wipes
@nxfxcom
•  Multiplatform launch
•  Dynamic paid support
•  Minute-by-minute cross-platform tracking
•  Real-time content creation
•  CRM Integration
#SocialPro #24A

Solution: build your own

Six reasons to build
your own mega awesome
incredible social mastery
AI Big Data real-time tool

1.Get the details you want.

2. Output any way you want.

3. As often as you want.

4. Harvest the data.

5. Build profiles.

6. Get competitive advantage.

7.Investsmarter

Tool building 101 - it’s easy

1. Pick an API.

2. Load data from API.

3. Transform data.

4. Do stuff with data.

Poor man’s version

@nxfxcom
1. Pick an API.
https://developers.facebook.com/tools/explorer/!
#SocialPro #24A

@nxfxcom
2. Load data from API.
https://graph.facebook.com/searchmarketingexpo/feed!
#SocialPro #24A

@nxfxcom
3. Transform data.
http://konklone.io/json/!
#SocialPro #24A

@nxfxcom
4. Do stuff with data.
http://www.wordle.net/create!
#SocialPro #24A

What you need to build your own

1. Goals - define the outcome

2. Geek(ish) - JSON, API, CSV, JS and HTML

3. ETL - extract transform load

4. Storage - where to keep it

Putting it all together

Our setup
@nxfxcom
•  Running small EC2
•  Scheduled jobs
•  Backup
•  API calls
•  Data extractions
•  Transformations
•  Q&A
•  Text analytics
•  Modeling
•  Alerts
•  Data storage
•  Aggregation
•  Data preparation
•  Data serving
•  Visualization
•  Modeling
•  Analysis
•  Reporting
•  Delivery
#SocialPro #24A

Our setup

Cloud-solution cost
@nxfxcom
Knime platform Free
Spotfire/Tableau $0-$200/month
Amazon RDS $24/month
Amazon EC2 $24/month
API keys Free
TOTAL $50-$250/month
#SocialPro #24A

Things you can do

What to do tomorrow
@nxfxcom
•  Knime - https://www.knime.org
•  Facebook API key - https://developers.facebook.com
•  Twitter API key - https://dev.twitter.com
•  (Free) Amazon instance - https://aws.amazon.com/free/
•  Spotfire trial - http://spotfire.tibco.com/trial
•  Tableau trial - http://www.tableau.com/products/trial
#SocialPro #24A

Thank you!
JOIN US @SMX WEST
SAN JOSE, CA
MARCH 1-3, 2016

Social Tools Super Session By Benjamin Spiegel

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Social Tools Super Session By Benjamin Spiegel