Social monitoring has gone from a fancy nice-to-have, to an essential strategic tool for all organizations. DataSift provides insights into customers, the market and trending topics. DataSift attended the Social Media Strategies Summit in San Francisco, where Rob Bailey, our CEO, discussed the seven measurable actions that further your company’s marketing and social media efforts. In addition to providing a framework for moving your company’s efforts from beginner to pro, Rob highlighted companies who are thinking strategically about social media, such as Taco Bell, Burberry and KFC.

1. Actionable
Insights
From
Social Media
Rob Bailey, CEO
Social Media Strategies Summit
Twitter: @rmb

2. Social Big Data
400 million Tweets/day
4,629 every second
2.7Bn million likes on Facebook/day
…Millions of Blogs, Forums, Messageboards
! Self Evaluation
! Case Studies
! Learn Some Tricks
1

3. Inspired By The Recent Forbes Article
100k+ Views (Twitter & Forbes.com)
500+ Favorites
20+ Client Leads
Twitter: @rmb
2

4. Lets Go Deeper!
! Self Evaluation
! Case Studies
! Learn Some Tricks
3

5. The Seven Steps to Actionable Insight
Monitor Your Brand and Your Industry
Build A Picture of Your Social Audience
Serve Customers Better By Listening
Measure Social Engagement of Content
Use Public Sentiment For Predictions
Identify Prospective Customers
Extend Your Business Intelligence
4"

6. Monitor Your Brand
and Your industry
5
5

7. What is Your Company Monitoring?
Beginner
Intermediate
Master
Intermediate +
+ Youtube, Amazon,
Networks multi-lingual, multi-
Twitter, Facebook
LinkedIn, Wikipedia,
Covered
country social
Blogs
networks
Social + News (On
Types of Data
Social
All
Social)
Manual tracking of Deeper analysis and Predictive
Analysis
individual causal relationships, modeling,
networks
Sentiment
Demographics
6

8. CASE STUDY: Dell Brand Analysis
Share of Sentiment between main hardware players.
Strong Positive and Negative Sentiment towards Dell
7

9. CASE STUDY: Dell Brand Analysis
Females overall more positive to Dell’s brand
8

10. CASE STUDY: KFC India
Pakistanis & Indians angry that KFC closed Pakistani stores.
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11. Build A Picture of Your
Social Audience
10
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12. What Picture Are You Building?
Beginner
Intermediate
Master
Beginner + Youtube, Intermediate + multi-
Networks Twitter,
Amazon, Bit.ly, lingual, multi-country
Covered
Facebook
Wikipedia, Blogs
social networks
Some categorization Opt-In matching to
No
Categorization
(Follower Count, Klout private data, brand
categorization
Score)
relevance
@Mentions & Intention tracking of
Type of Competitor brand/
Basic hashtag present & targeted
Tracking
Product mentions
mentions
customers
11

13. What do Dell’s Social Followers do?
Is there an opportunity to target web developers &
musicians?

14. Case Study: Burberry
Burberry fans like photography, music….& Heidi Klum

15. Serve Customers Better By
Listening
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16. How is Your Company Listening?
Beginner
Intermediate
Master
Type of Passive monitoring All mentions receive a Social activity fed
Listening
& some responses
response
back into CRM
Marketing Full team in Marketing Separate division
Social Media
Community and/or Customer reporting directly to
Team
Manager
Service
CMO
Decisions made
Company Influences minor &
Mostly ignored
proactively with
Impact
some major decisions
Social in mind
15

17. CASE STUDY: Taco Bell
Taco Bell had the most
successful product launch
in company history
• 10M tacos in 10 weeks
• Focused exclusively on
Social Media
conversations with
customers.

18. CASE STUDY: Virgin America
Virgin America won my $50,000 in business with 3 tweets

19. CASE STUDY: United Airlines

20. Measure Social Engagement of
Your Content
19
19

21. What Are You Measuring?
Beginner
Intermediate
Master
Social content
Metrics Measured
Favorites & Likes
Shares, Diffusion
engagement
For Content
optimization
Content Creation Write & post to Original content Deep content
Process
Social
creation for social
optimization
Who Posts The Social Marketing Customer facing
Diffuse
Content?
Lead
departments
20

22. * Key Insight *
21

23. CASE STUDY: Daily Mirror (UK)
Doubled share of UK online market in 2 years
with social optimization of content.

24. Use Public Sentiment For
Predictions
23
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25. What Are You Predicting?
Beginner
Intermediate
Master
Type of Demand
None
Social Activity
Predictions Made
Projections
Accuracy
NA
Low/Medium
Medium/High
Regression &
Tools Used
None
Excel
Correlation
Analysis
24

26. CASE STUDY: Facebook IPO
Public sentiment on Twitter was a strong indicator of where
the stock price would move next.
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27. Identify Prospective Customers
26
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28. How Are You Identifying Prospects?
Beginner
Intermediate
Master
Some general Complete picture
All customers on
Categorization of grouping by & weighed
social grouped
Customers
Klout score, # of grouping of
together
Followers
customers
Customer
Days
Hours
Minutes
Response Time
Type of Demand
None
Social Activity
Predictions Made
Projections
27

29. Case Study: Asana
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30. Extend Your Business Intelligence
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31. How Are You Improving Your Business?
Beginner
Intermediate
Master
Simple searches
Social media Integration with
Systems Used
on social
applications
BI platforms
networks
Social mapped to
Social mapped to
Data Analyzed
Social
sales & other data
sales regularly
types in real time
Key teams in
Social media & Everyone across
Access to Data
customer facing
analytics teams
the organization
departments
30

32. Revolution In Business Intelligence
the past
the future
Transactions
+" Conversations
What has What is happening
happened
!
31
What will happen!

33. CASE STUDY: Oracle
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34. CASE STUDY: Salesforce
33

35. The Seven Steps to Actionable Insight
Monitor Your Brand and Your Industry
Build A Picture of Your Social Audience
Serve Customers Better By Listening
Measure Social Engagement of Content
Use Public Sentiment For Predictions
Identify Prospective Customers
Extend Your Business Intelligence
34"

36. Thank You
Rob Bailey
CEO
Twitter: @rmb
415-845-5683