The potential to analyse Facebook topic data has led to several key innovations in the ability to adopt a targeted marketing strategy, according to Kester Ford, Director of Product Marketing at Datasift.
Since 2007 Datasift has been working with social data and social analytics, analysing how audiences are interacting with brands online. With the recent release of Facebook topic data this research has been transformed in scale and size. Facebook has over one billion daily active users and, crucially, is a closed network and therefore users tend to be more authentic and less self-promotional, than in open social networks such as Twitter.
However, topic data from Facebook is anonymised and aggregated. Data never leaves Facebook servers and it is impossible to reverse engineer the content to link it back to individual user accounts. But, Kester tells us, this does not make it less valuable to digital marketers. This new data set allows us to understand audiences to answer questions such as:
Why are my competitors more popular with Scottish women?
What are men under 25 talking about in Argentina?
What type of content does my target market share?
How do people talk with their friends about saving money?
This targeted understanding of different demographic groups gives us the ability, for example, to build new creative content to address the answers to these questions. In a world where we constantly hear about the proliferation of data and the importance of ‘big data’, this new data source could be a game changer in our ability to analyse and understand audiences in a way that was previously impossible. With the ever increasing importance of digital privacy and data protection, Facebook topic data gives marketers access to these scalable insights whilst still respecting the privacy of the individual.
This is a full manuscript of the opening keynote at our 2nd Annual PreCommerce Summit in London, 2015.
Thank you all very much for coming. I hope that on the way in, you had a chance to look at the art we have up, which owes a great debt to the Belgian surrealist painter René Magritte, who blew minds back in the 1920s with a painting of a pipe and the caption “Ceci n’est pas une pipe”: this is not a pipe.
Magritte was making a statement about art and about reality, and how the two shouldn’t be confused. A painting of a pipe is not a pipe. It’s a representation. It’s only shorthand for something real.
It’s fun to imagine what Magritte might have thought if he was born a century later and was coming of age during the digital revolution we’re living through. I like to think he would have come up with concepts like the ones we have on display.
We’re one step further into the surreal. The art of photography used to require hours in the darkroom, film and artist both marinating in noxious chemicals to modify an image to bring out this color or that detail. Now, we tap our phone to capture an image, tap again to add a filter, tap again to send it to the gallery that is Instagram. Is that art? I’d like to know what Magritte thinks.
And what of love? Does old-fashioned courtship have an analogue in swiping right on Tinder? Clearly there is an overlap between love in the Jane Austen sense and love in the Tinder sense, but app-based hookups? Ceci n’est pas l’amour.
The list goes on and on. AirBnB isn’t a quite a hotel company. Uber isn’t quite a cab company. Buzzfeed isn’t quite a news company. N’est pas. N’est pas. N’est pas.
Many of you who are younger never knew how perilous the telephone was. Back when communication was carried by wires, talking, especially with those in other countries was exorbitantly expensive and difficult to arrange. I spent time abroad with my family as a child, and the telephone calls back to the UK had to be booked a week in advance, and still might not necessarily go through. Connectivity was a luxury and precious.
Flash forward to my life as a young professional, when I was living abroad. But rather than paying pounds-per-minute, I was talking using Skype, broadcasting not only my voice but my image across thousands of miles. For free. Is Skype a 21st century telephone? Almost, but not quite. N’est pas.
The point of all of this is that we’re limited in how we think about digital because we don’t have the language yet to describe the new world. Like Magritte, the best we can come up with is shorthand, using old words and concepts that almost, but not quite, describe reality. Shorthand for something real.
This can be a liability, because it hides complexity and often hides the darker side of technology. Those who took the easy route and assumed Uber is just a next-generation taxi company probably failed to see the lawsuits coming. There is now, particularly in the United States, mounting pressure to define the status of Uber drivers as something other than free agents with cars. What, exactly, is their labour status? It’s a question worth billions.
What’s clear is that the digital tide is not receding and will not recede. There are more active mobile connections now than there are people in the world. The average consumer engages with 18.2 pieces of online content before making a decision, which is both amazing and potentially paralyzing.
And HR Zone says three quarters of employees have seen their role or career change as a result of technology in the last 12 months. Let me repeat that: three out of every four people have had their job changed by technology IN THE LAST YEAR. It is a wonder we feel off balance with reality constantly shifting.
Please do not misunderstand me. The digital revolution has made us smarter and more productive, and it has connected us in ways that are nothing short of extraordinary. But handling, profiting and thriving in this environment requires careful thought and precise language, so we can tell the pipes from the paintings of the pipes, so to speak.
And that’s part of the reason that I’m so excited to have such an incredible range of presenters today. All are individuals who are grappling not only with change, but ways to ensure that we understand technology so we can minimize risks and maximize gains.
Our afternoon is split into 3 sections, and we’re going to start with the good news and look at how digital has influenced the wellbeing of society from a handful of different angles, including the ways we can use new tools to improve human health and accelerate aid efforts to the world’s most vulnerable. To help us wrap our heads around that, we’ll invite to the stage:
Dina Rey – Head of Digital Group at Roche,
Anna Gruebler – Data Scientist and Software Engineer at Altviz,
Jessica Federer, Chief Digital Officer at Bayer
Anita Yuen, Global Head of Digital Fundraising at UNICEF.
For the second part of this afternoon, we’ll look at how technology companies are evolving in this digital age. Or is it a matter of revolutionising. Our speakers will be:
Steven Overman – CMO at Eastman Kodak.
Kester Ford – Director of Product Marketing at Datasift.
Simon Shipley – Marketing and Innovation Manager at Intel.
And post our break:
A former CIA Analyst and the star of Channel 4’s show Hunted, Cynthia Storer,
VP and Global Head of Corporate Communications at Tata Consultancy services Pradipta Bagchi,
And our own President Bob Pearson will summarize how technology is impacting the way we live, work, and create in this digital world.
We’re also thrilled to have here with us Lord Chadlington and Steve Milton, who will participate in the programme along with my colleagues Colin, James and Gary.
I think the conversations have truly shown we are in the middle of the new industrial revolution and we need to remain fluid and open to new ideas and opportunities whilst yet being mindful and aware of the true impact on our lives, organisations and communities that digital technology can bring. We are still human and digital technology will not be the only factor in our future. Human nature prevails. La nature humaine est prédominante.
Thank you to all our speakers as well as my wonderful colleagues for their fantastic moderation. I want to thank the W2O Team behind the event, you know who you are. And I would like to thank you all here today in London’s living room as well as those who joined us via live stream for your enthusiasm and participation. I am looking forward to connecting with you at the reception or in the digital world. Remember this is not a pipe!
We are living in a time where we are ‘always on’ with multiple devices providing us with information but also distracting us and exhausting our time. Technology has become a natural part of our daily life, where having different multiple online personas for work, life, and play is common. It has also become a source of angst.
With an influx of new information and online digital platforms almost daily, the digital landscape is evolving and consumers are now more empowered than ever. Brands can no longer fully control their narrative and need to find and understand the people who are most relevant to their future determining how they consume and share information as well as how they listen to each other as individuals.
This rapidly changing world can sometimes feel both like a massive headache and an incredible opportunity for marketers and communicators. C-suite leaders must be able to adapt to these changes if their organizations are to survive. Staying nimble and being able to predict how the industry will evolve before it happens is all part of the job. What we see from working with our clients and helping them stay one step ahead of competition is that regardless of which industry you are in or who your audience is, we are all facing similar challenges when it comes to digitalization. Being so imbedded in our client businesses is what allows us to build the community where innovators and leaders can come together and share their best practices and learnings.
Breaking away from your everyday routine and meeting those who are walking in the same shoes as you, is a proven method to generate new ideas or new solutions. Following on the success of last year’s Social Intelligence Summit we are excited to host our second annual thought leadership event – PreCommerce Summit London 2015.
The event, coinciding with London’s Social Media Week, will bring together experts from across industries to discuss how we work, live and create in the digital world. We will be considering the impact and opportunities of the mobile generation and will provide perspectives and host panel discussions with key leaders, such as:
Do you believe in the power of social media data to drive real world business results? Jason Rose of DataSift, Shree Dandekar of Dell and Darin Wolter of Sysomos answered this question at the PreCommerce Summit with a resounding yes. In their round table discussion, the gentlemen spoke of the power of meaningful measurement, the impact of social media on business and predictions for the future of social media data.
Trends to watch:
Availability of rich data from communities that have historically been walled gardens (Jason Rose): With the release of Facebook Topic Data on March 10, 2015 (in partnership with DataSift), businesses can now access vast conversation data about industries, brands, products, events, etc., offering a net new source of insights regarding audiences of interest. DataSift’s process protects the anonymity of end users, while allowing business users access to this business-critical information.
Measurement best practices:
Net Promoter score based on social data (Shree Dandekar): In traditional net promoter methodology, data is collected periodically, so marketers must wait for results. By using social media data as the basis of scoring, net promoter information is available in real time, and agile businesses can use the information to make real time adjustments to marketing. For example, Dell has used net promoter information to adjust product pricing leading to increased sales.
“Social+” measurement (Darin Wolter): Social measurement has evolved from vanity metrics to health metrics to influence tracking. We now use social data to understand how people are connected and how they influence one another. In combination with business metrics like sales or stock price, social measurement becomes even richer.
Interpreting sarcasm (Shree Dandekar): Historically, coding for sarcasm has been problematic. Soon, there will be technologies that can solve for this.
The year of PESO (Darin Wolter): This will be the year of PESO (paid, earned, shared and owned) consolidation. Companies are realizing they can use owned and shared data to inform earned and owned data, and soon this will become standard.
Connecting CRM and social data (Shree Dandekar): Combining this data helps the sales team better understand how to engage with a customer and helps us build our sales pipeline.
Thanks to our panelists for sharing their points of view. May your data be rich and your insights be mighty.
Bio: Jason Rose has been the Senior Vice President of Marketing at Datasift Inc. since May 2014. Rose joined Datasift from SAP where he led marketing for the world’s leading business intelligence platform. He joined SAP through the acquisition of Business Objects where he led senior roles to consolidate three acquisitions to build the company’s market leading corporate performance management portfolio. He has a depth of marketing experience to reach buyers looking to expand into data integration for other data sources.
Bio: Shree Dandekar has been at Dell for the past 14 years in a number of roles covering software design, product development, enterprise marketing and technology strategy. Currently, he is Director, Business Intelligence and Data Warehousing Strategy responsible for developing and driving the strategy for Dell’s Business Intelligence and Data Warehousing solutions
Bio: Daron Wolter is the Executive Vice President of Sales at Sysomos. In 2004, Darin joined Marketwired as Vice President of Sales for its Western U.S. region. A former sales executive with Thomson Financial, Darin held key national management positions of Thomson’s Outbound Sales Team. Prior to Thomson (now Thomson Reuters), Darin held direct sales management roles at successfully acquired start-ups, StreetFusion and Questlink Technology, in addition to holding key advertising sales positions at Miller Freeman.
For more information on our SXW2O events and our speakers, please visit our website: http://w2oevents.com
There are three certainties in life… death, taxes and the fact that our company, W2O Group, will once again be hosting some awesome events during SXSW Interactive. Unless you live under a rock, you know this is one of the largest interactive conferences on this planet. Over 100,000 of the top digital, social and mobile minds from around the world haling from companies large and small, agencies, startups, etc. come to Austin, TX to network, attend panels and catch up on the latest trends. Many of these attendees are influential bloggers, senior marketing and communications professionals and journalists who report back on who is doing what in the interactive space.
Because a significant number of our clients at W2O Group (WCG, Twist and BrewLife) are now involved with SXSW Interactive, over the last six years we have developed a series of events during SXSW that complement all of the activities that go on during that time. Our signature event, the PreCommerce Summit, takes place on March 12 (Thursday) from 9:00 AM to 6:00 PM and is packed with speakers from well-known brands like H&R Block, Google, Twitter, Verizon, Intel and Bayer. We will also have thought leaders from companies like Techonomy, NBC and Bloomberg providing industry insights. Did we mention that we are honored to have none other than Al Roker, co-anchor of the Today Show, and a special fireside chat between Tech moguls, David Kirkpatrick (author of The Facebook Effect) and Vyomesh “VJ” Joshi (former EVP of printing at Hewlett Packard)?
Jon Harris (former head of comms at Hillshire Brands and media personality), will be interviewing Al at our event. You can hear more in our Live from Stubbs interview with Jon here on what he and Al will cover.
This event will be attended by about 400 plus customers and other industry thought leaders. A cocktail reception will follow. The event is complementary, but invite only. If you are interested in attending, please email us at email@example.com. In that email, be sure to provide name, title and company. We will also be live streaming the event via UStream if you can’t physically be there. Registration is open to the public (RSVP here).
We will also host a digital brunch at our (not so) new office located in East Austin. If you like food trucks (hint: Gordoughs will be one), music, cocktails and lost of interesting people, you will enjoy this.
Every SXSW, we do our best to cover “what’s next” in digital. This year, we’re planning to host our first GeekFest on Saturday at The Austonian between 10am – 2pm. We have 12 speakers including Becky Brown, VP of media at Intel and TK Keanini, CTO of Lancope to give 15 minute talks with some time for Q&A every 3-4 talks. We will have no more than 70 people in attendance. This event is being sponsored by Synthesio.
In addition to ourPreCommerce Summit (selected talks from last year’s event), Digital Brunch and Geekfest, we will also host our sixth annual Geek-a-Cue Saturday night at the historic Charles Johnson House (on the Colorado River). This is the house MTV uses to host its SXSW Music parties so you know it’s good. We were sad to not host our Geek-a-cue for a fourth time at world famous Franklin’s BBQ, but with their new expansion we simply ran out of room. Not to worry, however, because we are pleased to bring you one of Austin’s newest gems, Terry Blacks. While we won’t pretend anyone can cook brisket like Aaron Franklin… the Black brothers (their grandfather is Terry Black who opened Blacks in Lockhart 83 years ago) come pretty damn close.
Oh, did we mention that we have two AMAZING bands this year as well? For openers, we’ll have Austin favorite, Monte Montgomery. And then for our main act, we are featuring Black Joe Lewis (yes, that Black Joe Lewis that has appeared on Letterman and countless music festivals).
Check out my 2014 wrap up post to get a better flavor of the awesomeness you will experience this year.
Here are eventbrite links/descriptions of the events:
Thursday, March 12th: Fifth Annual PreCommerce Summit – It will be a series of 10 minute TED-style talks, panels, and fire side chats. Speakers below
As you can imagine, space is limited at these events so please make sure to RSVP soon. And if you do RSVP and decide after that you can’t make it, please be courteous and let us/me know that your slot is available.