Big Data & Social Insights
Download as PPTX, PDF0 likes1,082 views
The document discusses the significance of social big data in driving business success and the importance of planning and insights tied to business objectives. It highlights the role of leadership in effectively utilizing big data to enhance customer engagement, along with case studies that showcase successful applications. Additionally, it emphasizes the need for organizations to assess their current data initiatives and define valuable use cases to leverage social data effectively.
Big Data & Social Insights
- 1. SOCIAL BIG DATA = ANALYTICAL INFORMATION + SOCIAL RESPONSES
- 2. SAFE HARBOR Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
- 3. PRESENTERS—ROB SILAS • Over 20 years of experience in using data to drive strategy • Founder of Numerical Truth, Insights and Analytics consultancy • Areas of expertise: delivering insights from marketing, CRM, web analytics, and social data, both structured and unstructured Rob Pix Here
- 4. WHEN YOU LEAVE TODAY, YOU WILL: • Be able to identify the ―low hanging fruit‖ for Big Data success at your company • Know that Big Data success requires a plan tied to business objectives, the ability to provide insights, and leadership that understands both • Hear examples of how companies are having success with Big Data
- 5. AGENDA • What is Big Data? • The Value of Social Big Data • Necessary for Success: Planning, Insights, the Leader • Using Big Data to Become a Customer Company • Case Studies • Takeaways
- 6. WHAT IS BIG DATA? Lisa Rosen ―Masses of data that you don’t know what to do with‖ Svetlana Sicular ―Big data‖ is high-volume, - velocity and -variety information assets that demand cost-effective, innovative forms of information processing for enhanced insight and decision making.
- 7. 2001 TEST YOUR BIG DATA KNOWLEDGE
- 8. Doug Laney TEST YOUR BIG DATA KNOWLEDGE
- 9. IT’S POPULAR 380,000 Mentions of Big Data, Past 90 Days
- 10. B U S I N E S S + S O C I A L D ATA
- 11. THE VALUE OF SOCIAL BIG DATA
- 12. THE VALUE OF SOCIAL BIG DATA
- 13. NECESSARY FOR SUCCESS: PLANNING Strategic Planning Sales Marketing Innovation Customer Service • Industry • Competitors • Hot topics • Trends • Purchase intent • Lead gen • Funnel analysis • Brand perception • Brand reach • Content strategy • Product Development • New opportunities • Desired features • Issue resolution • Product performance • Support trends Insights Business Value
- 14. • Insights = relating data findings to business issues • Need to look deeper into data to find insights: use advanced technology and ―creative‖ analysis NECESSARY FOR SUCCESS: INSIGHTS
- 15. • Use the Analysis—Insights Framework: - What: reporting on the numbers - So What: practical application to a business need/situation - Now What: the actions to take based on the analysis NECESSARY FOR SUCCESS: INSIGHTS
- 16. NECESSARY FOR SUCCESS: THE LEADER But asking Big Data the right questions isn’t just a new practice to add to the management to-do list. Pulling it off requires a rethinking of the manager’s role entirely. We’ve traditionally thought of management as the discipline of managing people and managing the business. Now it’s time to add “managing our understanding” to the job description. Ben Elowitz CEO, Wetpaint AllThingsD, 5/20/13 When it comes to dealing with Big Data, our skills haven’t evolved as fast as our capacity. We all have a functional specialty, whether it be content creation or distribution or sales or management — so whose job is it to ask the right questions of the data? Big insights and actions aren’t led by a data scientist; they are led by an executive who has an integrated view of customers, products, distribution and sales.
- 17. DETERMINING INSIGHTS AND APPLYING THEM
- 18. 79% of all Fresh Take conversations from women; most commonly aged 25- 34 Fresh Take has 19% share of voice (4,674 mentions). When filtered for the voice of the consumer, Fresh Take has a 37% share of voice (2nd highest ). Demographic January 2012, there have been 24,600 total posts around Fresh Take and competitors’ brands Consumer VoiceTotal Post Volume OVERVIEW
- 19. RECAP OF FOUR SEGMENTS Advance Taste and Time Innovator Outcome and Taste Oh That’s Cool Skill and Wow Factor Novice Time and Skill Level Novice Oh That’s Cool Innovator Advanced
- 22. Is a group of consumers that has a need for a product that is fast, easy, simple, and cheap. Cooking Is a Chore Time Price 8% at Launch 54% over time NOVICE SEGMENT
- 23. This group is looking for a simple, cheap, fast, easy product with fail proof recipes. Any negative conversations from this segment will be focused on price— they tend to be more of a transactional buyer TIME PRICE Shops for products that are tailored to their inexperience in the kitchen Cooking Is a Chore NOVICE KEY FACTORS
- 24. ―Cooking is not one of my favorite things. But, give me something to make is simple, quick and tasty and I’m all for it! If it’s a meal that my family likes, even better. ‖ Connie Roberts –Blogger http://brainfoggles.com, November 21, 2012 PROFILE OF A NOVICE
- 27. ―Great Substitute‖ ―SO Cool!‖ ―Easy ‖ GIVE VOICE TO THE CONSUMER & AMPLIFY Novice Oh That’s Cool Innovator Advanced ―Texture/ taste Rocks‖ ―New Ideas!‖ ―Cheap ‖
- 28. SUMMARY • Technology is critical to the success of Big Data, but just as important are: – Tying outcomes derived from data to business objectives – Having the talent and infrastructure to find and socialize insights – Leadership that understands the opportunities and is willing to take risks • Leading brands are using Social Big Data every day to improve engagement and find new opportunities to surprise and delight customers
- 29. LOW HANGING FRUIT FOR BIG DATA • Social data, especially conversational data, is a good place to start Big Data efforts • Technology exists to support it, and there are plenty of opportunities to: – Provide deep insights to drive strategies – Listen to conversations at scale and create scalable engagement strategies • Start by assessing current social data initiatives • Define most valuable Use Cases, other supporting data available, and get started!
- 30. PLANNING YOUR SOCIAL MEDIA EFFORTS • Know your business KPIs to the results level • What are the Use Cases that will best support the KPIs? • How committed to Social are your C-level execs? Do they understand the impact of ―Good Data‖ and how to use it? • What actions/activities are you doing around Social Media today?
- 31. LEARN FROM OTHERS’ EFFORTS • Dove: used social data to measure and optimize their social media efforts • Kraft: created new segments for engagement and increasing repeat purchases • Common themes: – Willingness to take risks – Put systems in place to scale data collection and engagement – Put resources in place to get key insights quickly and take action (optimize)
- 32. Q&A
Editor's Notes
- #31: Highlight bullet #3