Keynote Speech at the AMA Presentation = Using Big Data to Drive Marketing ROI

As the Keynote speaker this morning at the MN AMA conference, I presented a case study of the top 15 cosmetic brands and the insights that can be gathered using big data analysis…Brands and agencies need to figure out how to tame B.I.G. Data to:

THERE’S A NEW WAVE OF BRAND BUILDING. Logos are static. They don’t talk. They don’t have conversations. They don’t engage. Brands…NOW must become Social EXPERIENCES because Marketers are in the business of making connections and two-way conversations. Which means you have to figure out how to make your brand A Digital EXPERIENCE. Engagement
is essentially people sharing content– where content is: status updates, links, photos, videos, etc…

All that sharing is what’s causing the BIG DATA Explosion!!!So With >3.5B pieces of content Shared / Week, how can marketers make sense of all this B.I.G. DATA. There is VALUE in SOCIAL & DIGITAL INTERACTIONS… Many people have turned to keyword-based social media monitoring and listening to know what their customers are saying And that’s necessary and good to do but…. marketers need to know what drives engagement. Engagement determines business success by increasing:

  • Positive sentiment
  • Share of voice
  • Awareness, interest, consideration, intent
  • Lead conversions rates & sales
  • Loyalty, advocacy & referrals

WHAT’S SHIFTING THE NEED FOR SOCIAL MEDIA ROI? We’re in the “third wave” of social media. The first two phases were driven by the: 1.  Innovators 2. Early Adopters. They don’t need a business case to adopt something NEW. But the early majority are pragmatists… They are driving the questions about social media ROI.  They want proof before they’ll get on board for larger social media budgets. SOLUTION: measure engagement know for sure if The Content is driving marketing $uccess. To measure & compare engagement requires something new. That’s where interest graph data comes into play. Based on customer’s collective:

• Actions
• Interests
• Needs
• Wants
• Dreams
• Behaviors….

That’s how you gain am emotional connection. The challenges and the truth is… Most brands didn’t realize they were going to become content creators and publishers. They don’t have the budget to create enough great content to be effective at engaging their customers. And the cost to promote content – can be prohibitive. Top companies are wondering how to take their social media initiatives to the next level…

  • Do more of the right things
  • Put structure around what is unstructured
  • Benchmark “As Is”
  • Create a strategy and plan
  • Track the progress
  • Gather the right metrics
  • Create and sustain world-class social media brand.

Social Media Assessments place you and your brand in a leadership position…

•Clear answers and strong guidance
•A distinctive voice
•A competitive advantage.

here’s the presentation:

Using Big Data To Make Better Marketing Decisions & Get to ROI

Here’s my Newest Report…. With Answers & How To…If you would like the actual report: here’s where to get it

 

 

 

 

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