What’s the Future of Social Data? What Big Mistakes Are Companies Making? Find Out in Our Social Data Week Recap

What’s the Future of Social Data? What Big Mistakes Are Companies Making? Find Out in Our Social Data Week Recap

The Social Data Week San Francisco summit was pretty awesome. The event kicked off an entire week of awareness and thinking dedicated to the topics of social media and big data. Rob Marlbrough and Melonie Gallegos were on the scene to do some live coverage of the event. We’re sad to say we missed the rest of the week in New York and around the world. It was great to connect with people on the other side of social marketing, the analysts and data collectors, to get another view on what this all means to business. Here’s a recap in case you missed it.

quotable notables

Robert Scoble, Rackspace

The next thing is ecosystems.

For example, the new iPhone has a motion sensor that talks to low energy sensors in your shoes, watch etc. You’ll walk into a business to be recognized and receive a custom experience. At Sutter Home mainstream wine drinkers receive a different experience from high-end drinkers.

Google Glass will be at $500. [When released to the mass market.]

Is there a lag in consumer adoption of sensors?
iPhone motion sensors will reach mass audience first. Fitbit and Fuelband sensors have already started.

The iWatch exists.

On data capture: It’s hard for users to accept unless it’s valuable to them.

We’re creatures of habit.

The future of context – A startup called Tap n’ Go is already being tested on twenty-five college campuses. It will study the behavior from the time a NYU a student gets up in the morning, and steps out of the dorm room. It will preorder your “usual” coffee and breakfast by the time they arrive at the café. This will allow businesses to adjust inventory and reduce food spoilage while reducing repetitive tasks.

John Bell, global managing director, Social@Ogilvy

Advocacy can occur anywhere.

No category is too boring.

China boasts the highest level of brand advocacy.

US has the highest passion for brands.

Global brands should focus on product features.

Move beyond the blunt metrics of “sentiment” for tracking.

Encourage and enable advocacy everywhere.

Map out customer experience touch points. [e.g. hotel check out, online and offline]

Should our CMO invest in advocacy? Yes.

Panel: Jay-kay Kwek of Google, Dave Rowley of Get Satisfaction, Stuart Ogawa of Marketwired

How are organizations not getting big data right?

Google: Acquiring infrastructure for big data with no plan of what to do with it or what they’re trying to accomplish.

Get Satisfaction: Not knowing what success looks like.

Marketwired: Social doesn’t define big data or big data define social. How are you going to use it and take action?

Make sure content is highly discoverable. People tend to search before they ask. Same applies to content marketing. What applies to customer support probably applies to content marketing and inbound marketing problems.

What industry benefits most from social data?
Those with some complexity in their product. Pampers is a good example, because raising babies is complex.

Big data does not = analytics.

A good team starts with analysts. Start with analytics first. Most organizations keep the analytics team downstream, they should be upstream in the beginning.

Susan Etlinger, Altimeter Group

How do you ensure people at the bottom are heard? Avoid making decisions using HiPPO – highest paid person’s opinion.

Challenges in social data are:

Multiple internal constituents or interests.

Requiring new analytics approaches: variety, velocity, volume

Social data and sometimes analysts lack enterprise credibility: new, lacks standards, analysis roles are new

Social data comes in large volumes. Not in structures bits, but unstructured comments.

Panel: Joe Fernandez CEO of Klout, Jordan Kretchmer CEO Livefyre, Jorn Lyseggen CEO Meltwater, Nova Spivack CEO Bottlenose

In small companies the social aspect happens one to one. In large companies a CEO feels they have to participate. You don’t have to participate. Start with listening and lurking.

It’s not about your accounts but others’ accounts and what they’re saying about your brand.

Social media is a source to understand competitors. Social data is going to be as important as ERP data.

ROI is often used to cut the legs out [of social media] by people afraid of change. People using ROI not to focus and grow their intelligence are making a mistake.

Biggest problem in using social media is they [c suite] use internal data for decision making and are not using external data. If you aren’t you won’t see what’s coming.

Social intelligence and business intelligence are converging.

Companies are still understanding social media. It helps you understand your ecosystem.

If you understand the present you will understand the future. Others are stuck in the past.

Gavin Newsom, lieutenant governor of California

I’m seeing disaggregation of power from individuals. Government is using an old industrial approach.

You can’t have a two-way conversation if you don’t participate in it.

Secrecy does not breed trust. Now the price is being paid for not being open.

People are less willing to be open if they now everything is going to be public. They are worried about what is said not being contextualized.

People want to start mining Facebook data so you pick your voters versus them picking you. Slicing and dicing is not for the common good for distribution of power.


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