Contenu connexe
Similaire à Monetizing the social web, March 2013
Similaire à Monetizing the social web, March 2013 (20)
Monetizing the social web, March 2013
- 2. In March 2013 DIGIVIZER presented to the
iLEAD Talent Exchange program…
a mentor program for senior leaders in
Australia’s security sector…
© DIGIVIZER PTY LTD 2013
- 3. The brief was to answer…
Where is social media tracking?
What are the latest social media trends?
And how can organizations monetize social
media?
© DIGIVIZER PTY LTD 2013
- 5. and seemingly move quickly to a confused
collection of overwhelming ‘noise’…
…that begs two obvious questions:
© DIGIVIZER PTY LTD 2013
- 6. What does this mean for my organization?
How do I make money from this?
© DIGIVIZER PTY LTD 2013
- 7. Social media are now about…
more than just measurement…
© DIGIVIZER PTY LTD 2013
- 8. Social media are now about…
uncovering the hidden truth (insights) behind
the conversations...
scaled up to the millions of people using the
social web...
and scaled down to the individual...
mapped to your database...
© DIGIVIZER PTY LTD 2013
- 10. An analogy...
You want to get into the minds of drivers of a
particular brand of car...
AutoMoto
© DIGIVIZER PTY LTD 2013
- 11. You start by counting the number of AutoMotos
using the Sydney Harbour Bridge at rush hour,
on a Tuesday...
© DIGIVIZER PTY LTD 2013
- 12. This provides you with a snapshot...
You can extend the measurement to every
weekday in-bound at rush hour...
You can count those leaving in the evening...
© DIGIVIZER PTY LTD 2013
- 13. You can set up cameras to monitor the
AutoMoto logo on the bonnet,
and the AutoMoto word on the rear of every car
using the Sydney Harbour Bridge,
in both directions,
24 hours a day for a week...
© DIGIVIZER PTY LTD 2013
- 14. You can then extrapolate if you want to...
(but now you're using educated guesswork...)
© DIGIVIZER PTY LTD 2013
- 15. So you have cameras monitoring the Bridge
continuously...
and you are so pleased with the measurement
of traffic volume that you decide to add other
car brands to draw comparisons...
and you decide to add all the other bridges in
Sydney...
© DIGIVIZER PTY LTD 2013
- 16. And the results are:
Month 1: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 20,000.
Month 2: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 21,005.
Month 3: you know how many AutoMoto drivers
cross Sydney's bridges. Let's say it's 19,994.
© DIGIVIZER PTY LTD 2013
- 18. So what?
You still only have a static snapshot…
All you know are numbers:
cars into the city,
out of the city,
by route,
by day...
© DIGIVIZER PTY LTD 2013
- 19. All you've done is measure dumb volume.
You do not know what's in the minds of any of
the drivers, let alone each and every driver...
© DIGIVIZER PTY LTD 2013
- 20. Nor do you have any connection with this
simplistic volume...
What are their names?
Does AutoMoto service the cars or not?
Who are their dealers?
© DIGIVIZER PTY LTD 2013
- 21. Why do they drive an AutoMoto?
Why do they make the journey?
Are they happy with their car? Why? Why not?
What do they need to service their car?
And which of these people are looking to
upgrade to a new model, or for a different type
of vehicle?
© DIGIVIZER PTY LTD 2013
- 22. What you cannot do…
You cannot make decisions...
You cannot measure the return on the
measurement investment you've just made...
You cannot make money...
© DIGIVIZER PTY LTD 2013
- 24. You can now…
gather the insights, the hidden truths, behind
the conversations on the social web...
for the whole of Australia...
mapped to your database
© DIGIVIZER PTY LTD 2013
- 25. You can now…
replace the thousands of drivers with millions of
Australians using the social web...
replace camera on bridges with DIGIVIZER
technology...
replace the gap between the number plates
and the customer database with a 'DIGIVERSE'
mapped to your database
© DIGIVIZER PTY LTD 2013
- 26. You can now…
finally...replace aggregated static numbers
with dynamic, real-time updates, and…
with trigger-based leads and actionable insight
for every individual car owner
© DIGIVIZER PTY LTD 2013
- 29. Map people talking on the social web to a
customer database…
and deliver real-time, relevant customer
insights and lead triggers for instant action
© DIGIVIZER PTY LTD 2013
- 30. DIGIVIZER untangles the
complexity of the social web
New ways to unlock value from the social web
content
people
connections
networks
communities
Where and how are people connecting?
What happens when
people get together?
How do messages
spread?
spaces
How do they feel
about these?
brands
What is being said?
What topics are
being discussed?
influencers
How social are your customers?
customers What can we learn
about each of them?
Who can we
meaningfully
engage?
© DIGIVIZER PTY LTD 2013
- 33. Here’s what you now have…
Social segmentation
of attitudes, influence, segments...
Behaviour
of the media, around brands, topics,
interests...
© DIGIVIZER PTY LTD 2013
- 34. Here’s what you now have…
Networks
of influencers, how campaigns are linked...
Analysis
of what’s being said, by whom, to whom...
© DIGIVIZER PTY LTD 2013
- 35. You can now map individuals to the social web
© DIGIVIZER PTY LTD 2013
- 36. What this all means...
Social powered marketing…
getting the right message, to the right
person, at the right time, with a real ROI
Understanding the digital footprint of the
people you know…and the people you
should know
Making money from the social web
© DIGIVIZER PTY LTD 2013
- 37. In other words, you have…
commercial value from the social
web
© DIGIVIZER PTY LTD 2013