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
2. 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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3. Who We Are: Adam
Adam Schoenfeld
CEO & co-founder, Simply Measured
@schoeny
@simplymeasured
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4. Who We Are: Matt
Matt Thomson
VP Business Development, Klout
@daddymention
@klout
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9. For Good Reason…
Instagram Audience & Engagement Growth for Top Brands
Followers Engagement
14.0M
Total Audience & Engagement
12.0M
10.0M
8.0M
5.8M
6.0M
4.2M
4.0M 3.1M
2.0M
0
August 1st, 2012 November 1st, 2012 February 1st, 2013
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12. • 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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14. Customer Service
Aggregate Response Times vs. Expectations
Total CS Responses (All Accounts) Researched Expecations
100% 100%
100% 95%
80%
67%
61%
60%
48%
42%
40%
32%
20%
0%
Within a few days… Within 24 hours Within 1 hour Within 30 minutes
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21. 2,000
4,000
6,000
10,000
12,000
0
8,000
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#SXSW Tweets: 2012 vs 2011
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2012 Tweets
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Stay Ahead of Trends
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2011 Tweets
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27. 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.
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Notes de l'éditeur
Teach you how to learn from brands.
TakeawaySome measurement allows us to be better recognized for what we already love to do and talk about.To DoPicture of best Perks
Analyze your network like a brand… learn about your connections.What do they like?Who are you attracting on social networks?What gifts should you buy? What things do your friends care about?Just like brands do customers research… your can do friend research.ACTION:
If you care about your social presence as a representation of yourself, why not optimize a bit?Brands do this, so can individuals. Which funny cat picture did your friends like more?Which Vine video for SXSW? Do you get a better response on Instagram or Twitter when you post photos?
Understand yourself
Discover things early. What is the hot app?
TakeawaySocial measurement is disrupting industries such as talent management, democratizing the ability to market oneself.Harrison Barnes and the Rolex case.Bring up ESPN article on Jamal Crawford.
TakeawaySome of the everyday content that we create is a better indicator of who we should date and mate with than our own preconceptions of what we would like.Tawkify was the first company to use Klout Scores as a measurement of allure. In a series of blind experiments (the thirty couples we matched were not told we were using their Klout Scores), we’ve found that Klout Scores will predict the brilliance or dullness of match—-and how quickly people will click. But we’ve found that Klout Scores are an authentic measurement of sophistication, wit, cultural savvy, and appeal—-a much truer and more trustworthy measurement than the typical on-line dating site bull-hockey-factors of height, weight, and income. And we think we know why. On dating sites 81% people fib about their weight, height and how much money they make. (See Stephanie Rosenbloom’s New York Times article, “Love and Lies”). You can’t lie about your Klout Score.http://www.nytimes.com/2012/04/15/fashion/no-scrolling-required-at-new-dating-sites.html?pagewanted=2&_r=2&ref=style“I will use whatever tool I can use to help my instincts and my gut,” said Ms. Carroll, who reasons that people with high Klout scores are excellent communicators. “Once you get to know these people, then you feel the burden to make them happy,” she said. “They just want a companion to make dinner with.”