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SXSWi 2013 Talk on Using Social Media Data as a Consumer. Social Media Was Fun. Has Measurement Killed It? Our answer: NO! Description: Our culture is becoming more and more obsessed with data each day. Why? It's fun. Many people argue that measurement has killed social media – it’s let the marketers take over! But, the same data marketers use can be used by individuals. And it doesn't require a data science degree to enjoy. The data is out there. It's accessible, and you can consume it, visualize it, and act on it. Panel page: http://schedule.sxsw.com/2013/events/event_IAP5410 Rate it here: http://sxsw.tv/d51
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Social Media Used to Be Fun. Has Measurement Killed It?
#FunData
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Agenda
•Be a better friend.•Build your presence.•Understand your persona.•Discover new trends first.•Democratize marketing of yourself.•Gamify with social data.•Have a better love life.
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Who We Are: Adam
Adam SchoenfeldCEO & co-founder, Simply Measured@schoeny@simplymeasured
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Who We Are: Matt
Matt ThomsonVP Business Development, Klout@daddymention@klout
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Background
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Social Media Was Fun
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Then It Got Corporate
Image78.tiff
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The Brands/Marketers Are Here
Facebook Twitter Google+ Pinterest Instagram0%
10%
20%
30%
40%
50%
60%
70%
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100%100% 99%
70% 69%59%
Brand Adoption Comparison (Interbrand 100)
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For Good Reason…
August 1st, 2012 November 1st, 2012 February 1st, 20130
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6.0M
8.0M
10.0M
12.0M
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3.1M4.2M
5.8M
Instagram Audience & Engagement Growth for Top Brands
Followers Engagement
Tota
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Eng
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When Marketers Joined, Everything Got Measured & Optimized
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Has This Killed Social Media?
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•Brands being smart about social measurement, will led to better consumer experiences for all of us…
• This data isn’t just for marketers, everyone can put it to use…
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Brand Use Cases That Help You
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Customer Service
Within 30 minutesWithin 1 hourWithin 24 hoursWithin a few days…0%
20%
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100%
48%
61%
95%100%
32%
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67%
100%
Aggregate Response Times vs. Expectations
Total CS Responses (All Accounts) Researched Expecations
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Loyalty
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Social DataFor All Of Us
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Listen and Be a Better Friend
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5%1,089
992943 940
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667 660610
4%4%
4% 4%3%
3% 3%2%
Follower Topic Analysis
# of Topic Matches % of Followers
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Build Your Presence
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Understand Your Persona
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Stay Ahead of Trends
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#SXSW Tweets: 2012 vs 2011
2012 Tweets 2011 Tweets
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Gamify with Social Data
@yaauie
@asch
@davidalukas
@kung_fu_mike
@otis
@agasthya1
@robdaemon
@aviel
@schoeny
@josephholsten
0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4%
1.2%
1.2%
1.1%
1.0%
0.5%
0.5%
0.4%
0.3%
0.2%
0.2%
Follower Growth: Top 10 Performers
23%
18%
13%13%
10%
7%
5%5%
4% 3%
Relative Share of Engagement: Top 10
@dacort @robdaemon @aviel @otis @jchenry @schoeny
@kung_fu_mike @bahoo @yaauie @crc
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jcroft
KevinSaysThings
dacort
schoeny
simplymeasured
ginovalente
KristinEide
nsmitha
otis
JeffGibb
0 2,000 4,000 6,000 8,000 10.0K 12.0K 14.0K0
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Top 10 Users Driving Visits to Your Site
Followers
Visit
s
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Getting Started
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Recap
•Be a better friend.•Build your presence.•Understand your persona.•Discover new trends first.•Democratize marketing of yourself.•Gamify with social data.•Have a better love life.