Stewart Townsend, Head of Business Development, Datasift Data, data everywhere… from our unique experience providing social data to hundreds of customers, we have learned the biggest problems you’ll encounter when you get all the data you wish for. Stewart will be sharing his thoughts on how to stop listening, breathe and focus on knowing your customer using the social data available to you. From hundreds of sources with numerous use case scenarios you will see how this is crucial to growing your business.

1. DATASIFT
OVERVIEW
Stewart Townsend
@stewarttownsend
Head Business Development
Know your customer – Stop Listening

2. Tale of Two Airlines
Virgin America got $30,000/yr
in new business from our CEO
with a $100 voucher and three
tweets.
Virgin America Revenue up 40%+ last quarter.
1 1

3. More Than $1B In B2B Social Deals
2

4. Social Data is Getting Richer
A Tweet is not just 140 characters of text anymore….
Source: Twitter display guidelines
3

5. Get ROI From Tidal Wave
900 M users 460M tweets daily 100M users
150M users 100M users 110M users
Follow Us
@datasift
@nik 4 4
@rmb

6. What most organisations do.
1. Social Media Marketing
1. Labor Intensive Monitoring
2. Analyze & Response
3. Enterprise Integration
4. Enterprise Transformation
Follow Us
@datasift
@nik 5 5
@rmb

7. Social Data Is Tough
1. Messy
1. Massive
2. Metadata
3. Privacy
4. Integration
6 6

8. Social Data Transforming Enterprise
1. Learn more about your customers
2. Build better relationships with them
3. Just say ‘NO’ to Silo data
4. Measure the effectiveness of Marketing
5. Track your customers
7

9. Use Case
How can we use
social data to learn
more about our
customers?
8

10. What are fashion lovers in London
talking about?

11. Know your social audience:

12. Social Interests built from content individuals
are publically sharing and sentiment.
Natural Language processing builds this into a
set of high-level topics

13. Who your customers are, and
what they like
Segment customers by adding
social interests into existing
segmentation information (e.g.
business plan, PAYG).
Use to design
campaigns, personalize offers and
website.

14. Dell use case
First We Collected Market Data
Social media content about consumer electronics devices
for 4 days from 25k users:
 - Laptops
 - Netbooks
 - Desktop PCs
 - Tablet PCs
 - Monitors
 - Servers
13

15. HP/Compaq=Very Active, Dell=Positive
14

16. Acer Really Active In Netbooks
15

17. Dell Gets Buzz In Desktops
16

18. Dell In Social Media
We recorded all comments about and all posts with links to
web content about Dell:
• 117965 interactions,
• generated by 37066 unique authors,
• between 8th and 12th of June 2012
17

19. The @dell Account = Few Followers
18

20. So We Used @delloutlet
19

21. Tracking Sentiment Over Time
20

22. Demographics Of Dell Tweeters
21

23. Who Follows @DellOutlet?
22

24. Who Follows @DellOutlet?
23

25. Popular Services They Use
24

26. What Do They Do?
25

27. Where Do They Shop?
26

28. Where Do They Eat?
27

29. Where Do They Live?
28

30. Californians Love Dell!
29

31. Other Tech Brands They Tweet About
30

32. But companies struggle with…
 What’s the question ?
 Social data – its all just spam
 Value in data – consulting
 Joining data – opens value
 Know your customer = Increased Revenue

33. Questions
Email stewart.townsend@Datasift.com
@stewarttownsend
Shirt not included
32