benjamin spiegel's presentation on social media analytics during clickz toronto #czlto

PowerPoint Presentation

May 1416, 2014

#CZLTO | @ClickZLive

The Global Conference Series Designed by Digital Marketers, for Digital MarketersListening beyond the likeTruly understanding your audiencesBenjamin SpiegelSr. Partner, Managing DirectorStrategy & Insights@nxfxcom

May 1416, 2014 | #CZLTO | @ClickZLive

CLICKZ LIVE NYCI MADE A CONFESSION@nxfxcom


I AM A HOARDERI HOARD DATA ALL KINDS OF DATA@nxfxcom


RAISING AWARENESSTODAY I WANT TO MAKE YOU AWARE OF ANOTHER SERIOUS ISSUEMICHAEL SCOTT RABIES

RAISING AWARENESSABOUT ANOTHER EARTH SHATTERING ISSUE@nxfxcom



#BSSM SYNDROME@nxfxcom



SERIOUS ISSUETHAT IS AFFECTING 1000s OF BRANDS & AGENCIES@nxfxcom



B*** S**T SOCIAL MEDIAMEASUREMENT SYNDROME@nxfxcom



THE BLIND BELIEVE IN USELESS SOCIAL MEDIA METRICS DRIVEN BY B*** S**T KPIs#BSSM



MY GOAL FOR TODAYCREATE OVERALL AWARENESS & PROVIDE OVER THE COUNTER SOLUTIONS@nxfxcom


STOCK IMAGES ARE REALLY EXPENSIVE.@nxfxcom



CONFUSED?OKAY, NO MORE STOCK PHOTOS & FANCY TITLES, EXAMPLES HERE WE GO@nxfxcom


BEAUTY BRAND X92% of revenue is from their female anti-aging line@nxfxcom



PROUD 500k FOLLOWERSTHIS WAS THEIR PRIDE AND JOY@nxfxcom


BUT WHEN WE LOOKED49% of audience was male@nxfxcom



LETS TALK ABOUT TWITTERAND HOW ITS AFFECTED BY #BSSM SYNDROME@nxfxcom



WHAT BSSM SUFFERERS MIGHT SAYIN ORDER TO RETAIN OR WIN YOUR BUSINESS@nxfxcom


Agency to Brand:

Our newest influencer, @XYZ has 175k followers. Now they follow us

Another win! @nxfxcom


BUT IT DOES IT REALLY MATTER?THAT A SPAMMER IS FOLLOWING YOU?@nxfxcom


A personal example:

Yes, I just got a real world brand with 223k followers to follow me

Another win? @nxfxcom


BEN & JERRYs FOLLOWED METHEY ARE INFLUENCIAL, VERFIED AND A TANGIBLE BRAND NAME@nxfxcom


HOWEVER@nxfxcom


B&J NEVER INTERACTED WITH METHEY NEVER SHARED MY CONTENT, TWEETED, LIKED OR ENGAGED WITH ME@nxfxcom


SIMPLY PUT@nxfxcom


B&J NEVER IMPACTED MY BUSINESS@nxfxcom


BUT ITS MORE THAN JUST RELEVANCE@nxfxcom


ADAGE FOLLOWED MEA FEW YEARS AGO, AND THEY ARE RELEVANT@nxfxcom


BUT THEN AGAIN,NO INTERACTION = NO RESULTS @nxfxcom


SO ADAGE NEVER IMPACTED MY BUSINESS@nxfxcom


THE SIMPLE SOLUTION IS@nxfxcom


MEANINGUL RELATIONSHIPSTHAT PROVIDE A VALUE EXCHANGE@nxfxcom


QUICK EXAMPLE@GoogleAnalytics started to follow me last year. However, 0 interactions lead to 0 impact

@nxfxcom


The Idea/Solution:

Create a piece of content that connects with Google Analytics while providing value to the reader@nxfxcom


CUSTOM TAILORED CONTENTPROVIDING VALUE EXCHANGE@nxfxcom

TO SUM IT UP@nxfxcom


TODAYS TOPLINE KPIs ARE USELESSKlout, Followers, Re-Tweets, Likes etc. are all useless!@nxfxcom


OKAY, SO NOW WHAT?@nxfxcom


DATA DRIVEN SOCIAL STARTEGYLeveraging social conversations to create meaningful 1on1 connections@nxfxcom


DATA AGAIN?@nxfxcom


YES, DATA AGAIN! @nxfxcom


I believe data is everywhere, and anything that is not data is guts or experience@nxfxcom


GUTS I believe guts is an unconscious behavior driven by experience@nxfxcom


And experience means to me:

You have done it before, you remember the outcome and now you are making decisions against these learnings

Benjamin Spiegel@nxfxcom


EXPERIENCE = DATASo back to data driven approach@nxfxcom


So what is the solution, where do I start?@nxfxcom


1. FORGET LISTENING TOOLSIf you want to LEAD, you need to INNOVATE, everybody has the same tools, however nobody can tell a complete story like you can do with the right data.@nxfxcom


2. DESIGN CUSTOM MODELSDriven by social data and deeper understanding of conversations and context@nxfxcom


3. USE APISTo get the most raw, detail level data.@nxfxcom


SAMPLE FACEBOOK DATA

Type of Post (Link, Image etc.)Gender of UserName of UserImage of UserLocaleLikesSharesCommentsTime of activityActual post/message@nxfxcom

SAMPLE TWITTER DATA

Tweet Info:Date/TimeDevice/SourceLocation (Lat/Long)FavoritesRetweetsIn Reply toAuthor Info:NameVerified StatusFollowersFollowingFavoritesListedTweets@nxfxcom

NO DEVELOPMENT BUDGET?@nxfxcom


No worries There are non geek ways@nxfxcom


DATA AGGREGATORSAll the data in one place@nxfxcom


(HISTORIC) DATA AGGREGATORSAll the data in one place

@nxfxcom


MULTIPLE DATA SOURCES@nxfxcom

@nxfxcom

4. COLLECT DATAONCE CONNECTED, START COLLECTING IN REAL TIME@nxfxcom


100s of STORAGE OPTIONSDATA COLLECTION HAS NEVER BEEN EASIER

@nxfxcom

5. ENHANCE DATASTART CONNECTING YOUR BUSINESS KNOWLEDGE WITH THE SOCIAL DATA@nxfxcom

6. DELIVER REAL INSIGHTSNOW YOU HAVE THE DATA YOU NEED TO TELL TRUE STORIES@nxfxcom


(THIS IS REALLY COOL IN PERSON, IF YOU WANT TO SEE IT IN REAL TIME, LET ME KNOW)@nxfxcom


TRUE AUDIENCE UNDERSTANDING@nxfxcom

WHEN HOW AND WHERE@nxfxcom

CONQUESTING@nxfxcom

BENJAMIN SPIEGEL@nxfxcom - #BSSM@nxfxcom


benjamin spiegel's presentation on social media analytics during clickz toronto #czlto

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