Case Study: Bringing Social Data to the Business: Geeks in Jock's World
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The presentation (edited version) was presented at Simply Measured's social media conference in Seattle, WA, in September 2016.
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Case Study: Bringing Social Data to the Business: Geeks in Jock's World
- 1. #LIFTSocial CASE STUDY: Bringing Social Data to the Business: Geeks in a Jock’sWorld Vladimir Matović | adidas Group
- 2. @Vlacke | #LIFTSocial Age of Innocence
- 3. @Vlacke | #LIFTSocial The Setup …but trust me, I know marketing I work in IT…
- 4. @Vlacke | #LIFTSocial Work Work Work
- 5. @Vlacke | #LIFTSocial The Analyst’s Dilemma
- 6. @Vlacke | #LIFTSocial The Analyst’s Dilemma Good enough! Ideal but a waste of effort!
- 7. @Vlacke | #LIFTSocial The Analytics Conundrum Rarely Used Rarely Understood Rarely Asked For Rarely Applied Analyst’s Plight Analytics House Reporting & Data Puking Self-service Analyses Business Consultancy TimeEffort& BusinessImpact
- 8. @Vlacke | #LIFTSocial The Analytics Conundrum Analytics House Reporting & Data Puking Self-service Analyses Business Consultancy TimeEffort& BusinessImpact Web Dashboards Excel and/or E-mail PowerPoint or PDF Face-to-Face Means of Communication Effectiveness
- 9. @Vlacke | #LIFTSocial The Name of the Game
- 10. @Vlacke | #LIFTSocial The Name of the Game
- 11. @Vlacke | #LIFTSocial In Search of a Bright Spot
- 12. @Vlacke | #LIFTSocial The Stage
- 13. @Vlacke | #LIFTSocial Setting the Goal(s) For the brand “Be theWorld’s most talked about brand.” For our team “Plant the seed of analytics and make the Football team our ‘champion’. Make Football team the bright spot.”
- 14. @Vlacke | #LIFTSocial The Bright Spot Bright Spot is a successful case, a successful example in an area. Finding a bright spot means identifying success and reasons behind it, and a good way to perpetuate that success. It’s flipping the switch from analyzing a problem to analyzing a solution.
- 15. @Vlacke | #LIFTSocial Using the Momentum
- 16. @Vlacke | #LIFTSocial Tactic 1: Create a Brand “All of us need to understand the importance of branding.We are CEOs of our own companies: Me Inc.To be in business today, our most important job is to be head marketer for the brand called YOU.” -Tom Peters
- 17. @Vlacke | #LIFTSocial Tactic 1: Create a Brand / Promise… / …that you know what you are talking about / …that you stand for Quality / …that you are there to help make someone's life easier …and by doing this you build TRUST! / Communicate… / …one Look / …one Language / …one Logo
- 18. @Vlacke | #LIFTSocial Tactic 1: Create a Brand
- 19. @Vlacke | #LIFTSocial Tactic 2: Create effective Communication
- 20. @Vlacke | #LIFTSocial Tactic 2: Create effective Communication / Time the Comms (Brand Conference time) / Tie positive association (Gummy Bears) / Cast the net wide (Interns to the rescue!) Result: Reached over 700 people (inc. the CEO), increased brand recognition and received number of positive feedback on the unique approach.
- 21. @Vlacke | #LIFTSocial Tactic 3: Disrupt the way you communicate / Research-like studies
- 22. @Vlacke | #LIFTSocial Tactic 3: Disrupt the way you communicate / Hype building
- 23. @Vlacke | #LIFTSocial Tactic 3: Disrupt the way you communicate Result: Over 100 sign-ups (2 of which wereVP level). / Internal, CRM-like initiative
- 24. @Vlacke | #LIFTSocial Tactic 4: Act like an Internal Agency Result: Closer connection, trust and access to context leads to more impactful analyses! Client Client Partner (Analyst) Practice Lead Social Media Analytics Practice Lead Web Analytics Practice Lead CRM Analytics Analytics team Client’s team Client Partner (Analyst) physical location
- 25. @Vlacke | #LIFTSocial Tactic 5: Apply basic psychology
- 26. @Vlacke | #LIFTSocial Tactic 5: Apply basic psychology Notice the common words: • Questions – sparks interest • You/your – makes it personal • Why/how to – solves a problem/expectation • This/that – specifies/narrows down • Numbers • Superlatives
- 27. @Vlacke | #LIFTSocial Tactic 5: Apply basic psychology 0 50 100 150 200 250 300 350 Avg. Clicks on Social Media Weekly Reports Avg. Clicks on Mobile Monthly Reports Before After / Eat Your Own Dog Food / Beware of the Click Bait2.3x increase 3.2x increase
- 28. @Vlacke | #LIFTSocial Tactic 6: Go (more) Pro / Continue strengthening the Brand ofYOU / Create excitement Result: Grew our subscriber base from 300 to over 450 people.
- 29. @Vlacke | #LIFTSocial The Analytics Conundrum I got 99 problems but this ain’t one I need more time I need more people Analyst‘s Plight Analytics House Reporting & Data Puking Self-service Analyses Business Consultancy TimeEffort& BusinessImpact
- 30. @Vlacke | #LIFTSocial The Punchline
- 31. @Vlacke | #LIFTSocial The Punchline / Brand yourself or your team.You ARE more than just a “numbers” girl or guy. / Find your Bright Spot, your Champion. / Be ONE with your counterpart. / Communicate your value, not your analytics.
- 32. @Vlacke | #LIFTSocial The Punchline More FUN More BUSINESS IMPACT Stronger sense of PURPOSE