In her Brands-Only Summit presentation, Hitachi Data Systems' Global Online Marketing and Social Media Manager, Sharon Crost, explains how they're using social technology and "big data" pipes to gain insight into the buyer's aggregate online activity She also shares how they leverage that information to nurture customers through an online journey.

1. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
5 ways to make big data small
SHARON CROST
HITACHI DATA SYSTEMS
DECEMBER 9–11, 2013

2. 5 WAYS TO MAKE
BIG DATA SMALL
HITACHI DATA SYSTEMS
SHARON CROST @SHARONHDS

3. THIS IS OUR BUYER’S JOURNEY

4. BRAND’S DATA HAS GONE VIRAL
SlideShare
YouTube
FacebookTwitter

5. GOT BUZZ!
@SharonHDS

6. THE FUTURE OF BIG DATA GOES BIG
1. Who is out there?
2. Is anyone influential?
3. What content is relevant?
4. Any intelligent insight?
5. How do I get business impact?
?
@SharonHDS

7. 1. WHO’S OUT THERE?
Views of Slideshare “Big Data”
“Slidecast” reach over
20,000
in about a week
@SharonHDS

8. 1. FEELING THE LOVE
“Can you feel the love tonight?
The peace the evening brings
The world, for once,
in perfect harmony
With all its living things”
–Tim Rice
@SharonHDS

9. FEELING THE LOVE
AWARENESS
CONSIDERATION

10. 2. IS ANYONE INFLUENTIAL?
Number of Twitter Followers – Hitachi Data Systems
Brand and Employee Accounts
Our friends and family
account for
87%
of top followers, HDSCorp is
only 13% of conversation
@SharonHDS

11. 2. YOU’VE GOT A FRIEND
Number of Twitter Followers – Hitachi
Data Systems Brand and Employee
Accounts
“ There isn't anything I wouldn't
do for you We stick together
and see it through
'Cause you've got a friend in me”
–Randy Newman
@SharonHDS

12. YOU’VE GOT A FRIEND IN ME
HDSCORP
Subject
Experts
Functional
Communities
Topical
Communities
Partners
Brand
Enthusiasts
Social
Sponsors
Weekly content schedule
Internal Content Platform
HDS Hub and Spoke Model

13. 3. WHAT CONTENT IS RELEVANT?

14. 3. WISH UPON A STAR
“Like a bolt out of the blue
Fate steps in and sees
you through
When you wish
upon a star
Your dreams
come true”
–Leigh Harline and Ned
Washington

15. WHEN YOU WISH UPON A STAR
Organic Reach 2349
Paid Reach 51,000
Putting extra thrust on
performing
conversation can give
uplifts of over
20X
organic performance

16. 4. IS THERE INSIGHT IN THIS BIG DATA?
>50% Data is
unstructured
Big Data mashups turn
data into
insight

17. 4. A WHOLE NEW WORLD
“A whole new world
A new fantastic
point of view
No one to tell us no
Or where to go
Or say we're only dreaming”
–Tim Rice

18. A WHOLE NEW WORLD
Twitter (API)
Sentiment analysis
Event calendar
Competitors
Search terms

19. A WHOLE NEW WORLD
Content
Insight
• Key search
terms
• Share of
Voice
Buzz Insight
• Industry
events
• Volume of
Conversation
Competitive
Insight
• Negative
social
sentiment
• Competitive
Conversation
Shed light onto
>50%
unstructured
data

20. 5. HOW DO I GET BUSINESS IMPACT?

21. 5. A SPOONFUL OF SUGAR
Videos: Vision in Action
Our success in 2013 and our trajectory for 2014 are the
result of a clear vision and the ability to execute on our
strategy. Our vision is to create a better world through
social innovation technologies. Our strategy for
achieving that vision centers on helping customers turn
data into valuable information.
“Just a spoonful of sugar
helps the medicine
go down
In a most delightful way”
–Robert B. Sherman and
Richard M. Sherman

22. SPOONFUL OF SUGAR
Week 1 Week 2 Week 3
Small data is win win – if it’s good news you get
thriving stakeholdersand if not, you get budget

23. THE DATA THAT DRIVES OUR WORLD
Who is out there? Who is influential? What content is relevant?
Is there insight in this data?
How can I impact the
business?

24. 5 WAYS WE BRING BIG SMALL
Can you feel the love? You’ve got a Friend in Me Wish Upon a Star
A Whole New World A Spoonful of Sugar

25. AMAZING JOURNEY WITH CUSTOMER
Nurture right
% of 20,000
87% Closer
Relationship
Insight from
>50%
unstructured
data
200% ROI
Boosts
20X ROI
Boosts
52
Stakeholder
Touchpoints
Each Year

26. IT’S A SMALL WORLD AFTER ALL
♪♬♪ ♩♬ ♪
“It’s a world of laughter,
A world of tears
It’s a world of hopes,
And a world of fears.
There’s so much that we share,
That it’s time we’re aware,
It’s a small world after all”
–Robert B. Sherman and
Richard M. Sherman

27. SHARON.CROST@HDS.COM
@SharonHDS on Twitter
QR.HDS.COM/SharonCrost
www.linkedin.com/in/sharoncrost
THANK YOU

28. HDS BIG DATA PLAYLIST - CREDITS
♪♬♪ ♩♬ ♪
Song Artist Film
Can you feel the love tonight Music by Elton John,
Lyrics by Tim Rice
The Lion King
You’ve Got a Friend In Me Randy Newman Toy Story
When You Wish Upon A Star Leigh Harline and Ned
Washington
Pinocchio
A Whole New World Tim Rice Aladdin
A Spoonful of Sugar Robert B. Sherman,
Richard M. Sherman
Mary Poppins
It’s a Small World Robert B. Sherman,
Richard M. Sherman

29. SOCIALMEDIA.ORG/SUMMIT2013ORLANDO
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upcoming events
DECEMBER 9–11, 2013
SOCIALMEDIA.ORG/EVENTS