1) The document discusses how social media data has become huge in volume, with over 1.8 billion people on social networks generating 400 million tweets per day and 3.2 billion "likes" per day. 2) It describes how social data has become more complex, with the average tweet now containing up to 150 fields of metadata. Early social media monitoring relied on manually eyeballing tweets but this does not scale effectively. 3) The document introduces DataSift as a social data platform that ingests and normalizes social data from over 50 sources in real time, analyzing and augmenting it with over 40 insights within half a second for enterprise use.

1. Turning Social
Data Into Strategic
Advantage: What
Marketers Need
To Know
March 2013
Rob Bailey, CEO
@RMB

2. What Everyone Is Talking About
2

3. Social Media = Huge “Big Data” Problem
Social
Data
Your Brand
1.8Bn People on
Social Networks
400M Tweets / day
3.2Bn “Likes” / day
3
3

4. Social Data Is Getting More Complicated
The average tweet can now contain up to 150 fields of
metadata

5. Social Business 1.0 Limited By Technology

6. Social Media Command Centers = 1.0
Companies starting by listening

7. But Eyeballing Tweets Doesn’t Scale

8. Social Has Evolved
8

9. DataSift Is A Social Data Platform
Presentation Layer
Social Media Monitoring Companies
News Organizations
Business Intelligence
This is
what we
Platform/Broker Layer
do
Data Layer
Exploding Data Quantity & Sources
9

10. More Than 5 Trillion Interactions/Week
Single platform ingests and normalizes social
data from 50+ global sources in real time!
Each data item is analyzed and augmented
with 40+ insights
Sophisticated queries filter down to most
relevant content
Post-processing for immediate consumption
Guaranteed delivery via data destination you choose
We do all of this in about
half a second

11. Next Generation Social Data for Enterprise
#keywords to
From monitoring of
#audience-insights
11

12. Going Deep On Brand Insights

13. A Monster is Most Influential!

14. 8,000 Brand Advocates Ready To Go!
Most Mentioned
Coke
79%
Diet Coke
15%
Cherry Coke
4%
Coke Zero
1%
Vanilla Coke
1%
Combined reach of 3.6 million followers

15. US, Brazil & UK Drive The Volume!
3 countries represent 62% of Twitter followers
UK
6%
Less than 100 followers
USA
in 116 countries
31%
3 followers in Antarctica
Brazil
118k followers
25%

16. 53% of Twitter Followers From 6 Cities!
London
New York
Sao Paulo
Madrid
Manchester, UK
Rio de Janeiro

17. Brazilian Followers Are Young!
66% of followers are under 16
83% Tweet daily. (Wow)

18. They Love Video Games!

19. Vanilla Coke Fans Most Engaged!
Number of Tweets
Diet
Passionate niche
of Vanilla Coke
fans!
Cherry
Vanilla
Zero
Lemon
Neutral Sentiment
Positive Sentiment

20. Dell’s Challenge: Connect Social to Product
20

21. Dell Social Net Advocacy Solution
Understand sentiment
on 37 product lines
Assign social net
advocacy score
Up to the minute
monitoring
“The integration of social data into Dell’s business processes—
well beyond the scope of marketing. Making snap business
decisions based on social data is, in part, what it means to be a
21
social business.”

22. “
More than 70% of CEOs are seeking a
better understanding of individual
customer needs and improved
responsiveness.
”
- IBM CEO Survey 2012

23. Social = Understand Customers as Individuals
Every Tweet, Post, Blog provides an opportunity to
know your customers better.

24. Build Company Specific Profiles
Who is most important to us and why?
24

25. Burberry: Profile Audience Interest
25

26. Amex: Understand Your Audience
What campaigns have they What companies are they What products are they positive What Business Topics are What General Topics are
engaged with?! positive to?! about?! they interested in?! they interested in?!
|||||||||||||||||| |||||||||||||||||| ||||||||||||||||||
#AmexMcDs! ||! Apple! ||||||||||||||||||||! iPhone! ||||||||||||||||||||! Business! ||! Video Games! ||!
#AmexBestBuyOffer! ||||||||! Google! ||||||||||! Xbox 360! ||||! Tech! ||||||||||||||! Internet! ||||||||||||||||!
#AmexDellOffer! ||||||! Facebook! ||||||||||! Halo 4! ||||! Leadership! ||||||||||! Weather! ||||||||||||||!
#AmexCPKOffer! ||||||! Amazon.com! ||||||||! iPod! ||||! Airline News! ||||||||||! Business! ||||||||||||||!
#AmexSonyOffer! ||||! Microsoft! ||||||! Google Nexus 7! ||||! Asian News! ||||||||! Food! ||||||||||||||!
#AmexSync! ||||! Netflix! ||||||! iPad! ||||! New York City! ||||||||! Social Media! ||||||||||||||!
#AmexTM25! ||! Best Buy! ||||! Madden Football! ||! Mobile! ||||||||! Sports! ||||||||||||||!
#amexmcds! ||! Samsung! ||||! Facebook! ||! Social Media! ||||||||! Beverages! ||||||||||||!
#AmexCoffeeBeanOffer!||! AT&T! ||||! Canon PowerShot! ||! Breaking News! ||||||||! Automotive! ||||||||||!
#AmexContainerStoreO
ffer! ||! CNN! ||||! Borderlands 2! ||! US Politics! ||||||||! War! ||||||||||!
Canon 16MP Digital
#AmexEMSOffer! ||! Amex! ||||! Camera! ||! Internet! ||||||! Politics! ||||||||||!
#AmexFedExShip! ||! Starbucks! ||||! iPad Mini! ||! Sports News! ||||||! Mobile Devices! ||||||||||!
#AmexWarby! ||! CBS! ||||! PS3! ||! Obama Barack! ||||||! Aviation! ||||||||!
#AmexSimonMalls! |! Verizon! ||||! BlackBerry! ||! Twitter! ||||||! Science! ||||||||!
#Amex800FlowersOffer!|! NBC! ||! iPhone 4S! ||! business news! ||||||! Economics! ||||||||!
Go Pro HD Hero Sport
#AmexBestBuy20! |! Fox News! ||! Camera! ||! Apple! ||||||! Health! ||||||||!
#amexsync! |! Bloomberg! ||! YouTube! ||! Entrepreneurs! ||||||! Technology! 26
||||||!

27. What Do You Do Next?
§ Early Access Customer
§ Strong close
A special invitation
27

28. Thank You
§ Rob Bailey
rob.bailey@datasift.com
@RMB