7. 1. Signal to Noise Ratio
2. Not Scalable, too manual
3. Insightful vs. Actionable
4. Poor Geography / Location
5. Local Data Gap / Blind Spot
6. Platforms often lack needed segmentation capabilities
7. Correspondence between Online chatter vs. Offline Word of Mouth is
Industry dependent
8. No established, universally acceptable standards for conducting social
listening
8. Burburry Brand Affinity Strength
Who What Wear
MoMA The Museum of Modern Art
Nordstrom
Fashionista
BCBGMAXAZRIA
Marie Claire
DVF - Diane von Furstenberg
The Metropolitan Museum of Art- New York
Food Network
Burberry
Lady Gaga
H&M
GUCCI
Dolce & Gabbana
Sephora
CNN
Fast Company
InStylecom
Shopbop
Smithsonian Institution
Where do I
focus my
Marketing?
9. 32% 68% Blind Spot
24% 76% Blind Spot
37% 63% Blind Spot
38% 62% Blind Spot
18% 82% Blind Spot
Local Content Surfaced Local Content Blind Spot
August 2011
August 2011
10. They mess up here A LOT! If I wasn’t in a rush
nor a coffee addict I would go somewhere else!
11. When Salesforce+WealthEngine are combined you get your
own lead database with net worth information added
http://www.youtube.com/watch?v=EnT1ERSxjSo
Salesforce + WealthEngine – now
could be a Radian6 Insights plugin
12. When Salesforce+WealthEngine are combined you get your
own lead database with net worth information added
Salesforce + WealthEngine + Radian6
16. Use social log as a site default idBuild connections
Use social plug-ins to collect social identities
17. Social profile of page visited, provide a deeper understanding of the shopping behaviour.
e-com traffic with social profile
Illustration only
Lowest bounce rate and
highest economic index
Content finds resonance
with users with
Sporting and TV interest
Lets talk about Ultraviolet Data – What is it?
- Ask Audience – what they think it means? Questions?
- What it is to you – Way back when, Dan Bricklen’s Demo II software – you only used part of it’s capabilities, the rest were Ultraviolet. People also have UV properties as does Data (we don’t collect and know how to use most of it).. It’s like it’s invisible to us, but not really, it’s more like “ultraviolet light”, bees and wasps can see it, but humans can’t (unless they have special devices to help them detect it).
So much public domain data is available, but not collected -