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The	
  Digital	
  Marke.ng	
  Experts	
  




Navigating the Chaos of Social Media
Dr. Mathew McDougall
CEO, Digital Jungle
But really, this is a story about the Universe
We now know that the Universe has been growing since it’s
         inception.. The time of the ‘big bang’
In the past, we simply gazed into the night sky and saw stars.
    This was the basic of our knowledge; simple and naïve.
Then over time we developed sophisticated tools like the Hubble
          Space Telescope, to look deeper into space
And so, we have something similar with our Social Media Universe –
             It’s huge, expanding and is confusing
457 Million Internet Users   1 Billion minutes spent online daily




  231 Million Blog Users     135,000 web videos added daily
Therefore to understand more about social media we need to turn to
     technologies that help us go deeper and grow our insights
“What does it all mean?”

                 2011

       2010                       Social Media Analytics
                               “Where & when do they say?”
2009

              2008
                                   Reputation Monitoring
                        2007      “What do people say?”

                               2006




   Social Intelligence is not simply monitoring
           but about making meaning
Where are people
    talking?
                                              Who are my Fans




                                        Do more women like by
                                               brand?




  New technologies can help us see what is happening across the
                    social universe… such as
BRAND	
  
                        Mercedes-Benz – Deep Dive
                                           Men.ons	
  




         Geographic	
  Distribu.on	
  
                                                                Site	
  Analysis	
  




                                                               Share	
  of	
  Voice	
  

•    Geographic	
  distribu.on	
  focused	
  on	
  the	
  
     eastern	
  ci.es	
  
•    SOV	
  spread	
  through	
  Portals,	
  Microblogs,	
  
     Social	
  Networks	
  &	
  BBS/Forums	
  	
  
•    Strong	
  voice	
  from	
  douban.com	
  
Model:	
  A3	
  
                                                                                   Men.ons	
  




     Geographic	
  Distribu.on	
                                                 Site	
  Analysis	
  




                                                                                Share	
  of	
  Voice	
  
•    Geographic	
  distribu.on	
  focused	
  on	
  the	
  
     eastern	
  ci.es.	
  With	
  a	
  high	
  intensity	
  in	
  Beijing	
  
     and	
  Shanghai	
  
•    SOV	
  spread	
  through	
  Portals,	
  Social	
  Networks	
  
     &	
  BBS/forums	
  
•    High	
  number	
  of	
  men.ons	
  from	
  
     seller.cheshi.com	
  
Auto Scorecard (Models)
                                                                                           Auto	
  Scorecard	
  




The auto scorecard ranks the 5 automotive models based on a defined criteria list.
Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy
Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money
Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety
Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness
Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
Thank You!
Dr Mathew McDougall| matt@digitaljungle.com.cn



  Follow on Twitter                      Facebook
  @sinotechian                           www.facebook.com.sinotechian

  Connect on Linkedin                    Presentations on SlideShare
  http://www.linkedin.com/in             www.slideshare.net/digitaljungle
  /drmathewmcdougall

   Community on Facebook                Website
   www.facebook.com/digitaljungle       www.digitaljungle.com.cn

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Social Media Event - Navigating the Chaos of Social Media

  • 1. The  Digital  Marke.ng  Experts   Navigating the Chaos of Social Media Dr. Mathew McDougall CEO, Digital Jungle
  • 2. But really, this is a story about the Universe
  • 3. We now know that the Universe has been growing since it’s inception.. The time of the ‘big bang’
  • 4. In the past, we simply gazed into the night sky and saw stars. This was the basic of our knowledge; simple and naïve.
  • 5. Then over time we developed sophisticated tools like the Hubble Space Telescope, to look deeper into space
  • 6. And so, we have something similar with our Social Media Universe – It’s huge, expanding and is confusing
  • 7. 457 Million Internet Users 1 Billion minutes spent online daily 231 Million Blog Users 135,000 web videos added daily
  • 8. Therefore to understand more about social media we need to turn to technologies that help us go deeper and grow our insights
  • 9. “What does it all mean?” 2011 2010 Social Media Analytics “Where & when do they say?” 2009 2008 Reputation Monitoring 2007 “What do people say?” 2006 Social Intelligence is not simply monitoring but about making meaning
  • 10. Where are people talking? Who are my Fans Do more women like by brand? New technologies can help us see what is happening across the social universe… such as
  • 11. BRAND   Mercedes-Benz – Deep Dive Men.ons   Geographic  Distribu.on   Site  Analysis   Share  of  Voice   •  Geographic  distribu.on  focused  on  the   eastern  ci.es   •  SOV  spread  through  Portals,  Microblogs,   Social  Networks  &  BBS/Forums     •  Strong  voice  from  douban.com  
  • 12. Model:  A3   Men.ons   Geographic  Distribu.on   Site  Analysis   Share  of  Voice   •  Geographic  distribu.on  focused  on  the   eastern  ci.es.  With  a  high  intensity  in  Beijing   and  Shanghai   •  SOV  spread  through  Portals,  Social  Networks   &  BBS/forums   •  High  number  of  men.ons  from   seller.cheshi.com  
  • 13. Auto Scorecard (Models) Auto  Scorecard   The auto scorecard ranks the 5 automotive models based on a defined criteria list. Fuel Economy: Lexus CT200h, Audi A3 and Mercedes-Benz A Class all ranked highly in fuel economy Value For Money: Audi A3, BMW 1 Series and Infinity G25 were all considered good value for money Safety: Lexus CT200h and the BMW 1 Series ranked highly in safety Sportiness: Audi A3, Infinity G25 and BMW 1 Series ranked well in sportiness Quietness: Lexus CT200h and Audio A3 ranked highly in quietness
  • 14. Thank You! Dr Mathew McDougall| matt@digitaljungle.com.cn Follow on Twitter Facebook @sinotechian www.facebook.com.sinotechian Connect on Linkedin Presentations on SlideShare http://www.linkedin.com/in www.slideshare.net/digitaljungle /drmathewmcdougall Community on Facebook Website www.facebook.com/digitaljungle www.digitaljungle.com.cn