How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage S.I. Newhouse School of Public Communications Global Leaders in Digital and Social Media Speaker Series March 20, 2013 #NewhouseGLDSM Contents are proprietary and confidential.
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How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage
Chuck Hemann, Group Director of Analytics at WCG, presented at Syracuse University's Newhouse School as part of its Global Leaders in Digital and Social Media series. During his talk, Chuck talked about how the communications landscape is changing and how digital marketing analytics is changing to meet the new demand. He highlighted the top 10 trends from his new book -- "Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World."
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Transcript
How Do Red Bull, The Hershey Company, and Intel Turn Big Data Into Competitive Advantage
S.I. Newhouse School of Public Communications
Global Leaders in Digital and Social Media Speaker Series
March 20, 2013
#NewhouseGLDSM
Contents are proprietary and confidential.
Contents are proprietary and confidential.
Contents are proprietary and confidential.
The communications landscape is changing…
Contents are proprietary and confidential.
How We Consume Media Has Changed…
Yomiuri Shimbun is the top
newspaper
14 million
2.2Internet users
online
A large PC manufacturer
may have
250in use at any one
time
The # of devices in use vs. the online population of the
world is easily
today and growing
3:1million systems
billionreaders
#NewhouseGLDSM // @chuckhemann on Twitter
Our Brand’s Story Must be Told in Different Ways to Succeed
The majority of content we consume is not via a media outlet. It is through our friends and networksMedia refers to all
content
Blogs, Twitter, Facebook wall, mainstream media, video
News flow has 5 drivers
If “media” is redefined, how could media plans stay the same?
Media plans are becoming obsolete
Our information needs change as our journey evolves leading to different content, places and devices
Multiple Channel Content
Consumption
65% of people believe they are visual learnersVisual Trumps Copy
Content is now part of the rhythm of life. 1,9,90 Content must be Fluid
#NewhouseGLDSM // @chuckhemann on Twitter
Understanding the 1,9,90 Rule
1 9 90
Content Creators
• Top influencers – 1% or less who reach the world of your current and potential customers.
• Important to build relationships here.
Content Sharers
• 2nd concentric circle of influence – where the top influencers get their content and ideas.
• Important to surround sound paid + earned media.
Broad Community
• Like-minded customers who are not yet connected to the brand.
• Important to educate them, provide a unique experience, and share audiences with others
#NewhouseGLDSM // @chuckhemann on Twitter
The Opportunity is Unveiling Itself
Newsflow• Blogs and twitter drive 2/3 of flow• Five drivers of newsflow• Mainstream media news cycles driven
by average of 5 people• Online content cycles driven by <50
people
Human Behavior• We are only snowflakes to our parents• We all follow patterns• Influencers (top 50) typically source
from no more than 4-5 people• Who are the top sources?
Media Consumption Patterns• I read what I want, where I want• Social channels are becoming the new
“third place”
The Social Footprint• easy to see where content is shared
and with whom• Preferred words are clear• Content needs are clear
Four Drivers of Change
#NewhouseGLDSM // @chuckhemann on Twitter
Interpreting Behavior
AWARENESSGetting someone’s attention is the beginning of every relationship. Sometimes a whisper is more impactful than a shout. Yet, volume won’t matter if your story isn’t compelling.
ACTIONYou’ve hit pay dirt. Customers are now engaging directly with your brand gaining first hand experience but now they are behind the wheel.
AMBASSADORWe’ve reached the defining moment, customers share their experience, carrying the brand forward to people we could never reach. Now we must forge a partnership with our most loyal customers who are our best advocates… make that evangelists.
ASSESSMENT (PRE)You’ve got their ear. This is where decisions are made, so what you say – and how you say it – needs to resonate and penetrate the customer’s consciousness. If successful they take action.
ASSESSMENT (POST)Hope you made a good first impression. Now they get to evaluate their experience and relationship with your brand. Did it deliver on the promise? Did it disappoint? Either way, you have to be there to answer.
#NewhouseGLDSM // @chuckhemann on Twitter
People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
Marketers are Currently Swimming in Data
#NewhouseGLDSM // @chuckhemann on Twitter
Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
#NewhouseGLDSM // @chuckhemann on Twitter
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