DATASIFT OVERVIEW

Know your customer – Stop Listening

Stewart Townsend@stewarttownsend

Head Business Development

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Tale of Two Airlines

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Virgin America got $30,000/yr in new business from our CEO with a $100 voucher and three tweets.

Virgin America Revenue up 40%+ last quarter.

More Than $1B In B2B Social Deals

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A Tweet is not just 140 characters of text anymore….

Source: Twitter display guidelines

Social Data is Getting Richer

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Get ROI From Tidal Wave

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Follow Us@datasift

@nik@rmb

900 M users

460M tweets daily

150M users

110M users

100M users

100M users

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What most organisations do.

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Follow Us@datasift

@nik@rmb

1. Social Media Marketing

2. Labor Intensive Monitoring

3. Analyze & Response

4. Enterprise Integration

5. Enterprise Transformation

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Social Data Is Tough

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1. Messy

2. Massive

3. Metadata

4. Privacy

5. Integration

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Social Data Transforming Enterprise

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1. Learn more about your customers

2. Build better relationships with them

3. Just say ‘NO’ to Silo data

4. Measure the effectiveness of Marketing

5. Track your customers

Use CaseHow can we use

social data to learn more about our customers?

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What are fashion lovers in London talking about?

Know your social audience:

Social Interests built from content individuals are publically sharing and sentiment.Natural Language processing builds this into a set of high-level topics

Who your customers are, and what they likeSegment customers by adding social interests into existing segmentation information (e.g. business plan, PAYG). Use to design campaigns, personalize offers and website.

Social media content about consumer electronics devices for 4 days from 25k users:

- Laptops

- Netbooks

- Desktop PCs

- Tablet PCs

- Monitors

- Servers

Dell use caseFirst We Collected Market Data

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HP/Compaq=Very Active, Dell=Positive

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Acer Really Active In Netbooks

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Dell Gets Buzz In Desktops

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We recorded all comments about and all posts with links to web content about Dell:

• 117965 interactions,

• generated by 37066 unique authors,

• between 8th and 12th of June 2012

Dell In Social Media

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The @dell Account = Few Followers

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So We Used @delloutlet

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Tracking Sentiment Over Time

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Demographics Of Dell Tweeters

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Who Follows @DellOutlet?

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Who Follows @DellOutlet?

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Popular Services They Use

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What Do They Do?

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Where Do They Shop?

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Where Do They Eat?

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Where Do They Live?

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Californians Love Dell!

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Other Tech Brands They Tweet About

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But companies struggle with…

What’s the question ? Social data – its all just spam Value in data – consulting Joining data – opens value Know your customer = Increased

Revenue

Email stewart.townsend@Datasift.com

@stewarttownsend

Shirt not included

Questions

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