Guest lecture for the Strategic Data Driven Marketing Programme at Vlerick Business School in Ghent on how to make use of social media data to support marketing decisions. The programme revolves around how to radically improve your marketing performance. Today, marketers are forced to do more with less – and next to that, the marketing budget needs to be justified, which is easier said than done. Measuring your marketing effort is the answer – but the vast majority of organisations do not use centralised data to manage and optimise their marketing efforts. Nevertheless, research shows that organisations that apply data-driven marketing and metrics for measurement have significantly better marketing performance. As a marketer, you are undoubtedly overwhelmed by a vast amount of data that you’d like to measure with limited time and resources. So, how do you manage this? The programme consists of 3 modules: From business to data From data to insights From insights to action The added value that the programme delivers: Possess clear concepts for designing and implementing a data-driven marketing strategy Know how to improve your customer acquisition & retention Be able to see new business opportunities and improve your results, thanks to a better understanding of your data.

1. Strategic Data Driven Marketing:
Social Media Data
How to make use of social media data to support marketing decisions
Vlerick Business School Ghent May 2015
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

2. About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Co-founder Dutch Social Media Academy (NSMA)
Learning Course developer NIMA Online Marketer program
(ICM Opleidingen & Trainingen)
Slides: bit.ly/vlerick-socialmediadata

3. About Ayman van Bregt
Digital strategist
Ayman van Bregt digital strategist aymanvanbregt
Digital Strategist who creates meaningful
digital customer experiences for companies
I assist companies in creating more value for
customers supported by digital resources, to
strengthen the relationship with customers and
create new customer insights.
Co-founder Dutch Social Media Academy (NSMA)
Learning Course developer NIMA Online Marketer program
(ICM Opleidingen & Trainingen)
Slides: bit.ly/vlerick-socialmediadata
Slides: bit.ly/vlerick-socialmediadata

4. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

5. Agenda
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
01
02
03
The context of big data
Social media data
Social media data cases that support
marketing decisions
04
05
Tips for social media and big data
Q & A

6. BIG DATA
CONTEXT
SOCIAL MEDIA
DATA
CASES TIPS Q&A
The context of big data
"Data are becoming the new raw material of business.” - Craig Mundie

7. Source: http://commons.wikimedia.org/wiki/File:Bibliotheek-aan-het-Zuid.JPG
Context first
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

8. Defining big data
What is big data?
Big data definition
Big data is high-volume, high-velocity
and high-variety information assets
that demand cost-effective,
innovative forms of information
processing for enhanced insight and
decision making. (Gartner)
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

9. Source: A brief history of Big Data http://www.slideshare.net/BernardMarr/a-brief-history-of-big-data
History of big data
Average adult’s daily media and ad exposure
01
02
03
First use of the term big data in the academic
paper “Visually Exploring Gigabyte Data Sets
in Real Time.” in 1999;
04
Doug Laney defined the three V’s for big data
(Volume, Velocity and Variety) in 2001;
Apache Hadoop, the first open source Big
Data framework was developed in 2005;
In 2010 Eric Schmidt (executive chairman of
Google) says that as much data now is
created every two days is the same amount of
the total data amount created from the
beginning of human civilization to the the year
2003.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

10. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: General Hype Cycle explained http://en.wikipedia.org/wiki/Hype_cycle#/media/File:Hype-Cycle-General.png

11. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Gartner Hype Cycle for Big Data 2014 https://flic.kr/p/q4dAEB

12. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Gartner Big data investments by industry http://www.forbes.com/

13. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: KPCB Internet Trends 2014 Big Data http://www.kpcb.com/file/kpcb-internet-trends-2014

14. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: KPCB Internet Trends 2014 Big Data http://www.kpcb.com/file/kpcb-internet-trends-2014

15. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: KPCB Internet Trends 2014 Big Data http://www.kpcb.com/file/kpcb-internet-trends-2014

16. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: KPCB Internet Trends 2014 Big Data http://www.kpcb.com/file/kpcb-internet-trends-2014

17. Source: http://opengov.com/
Example of big data business
OpenGov creates financial transparency for governments
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
01
02
03
Compiles data of over 275 US governments
across over 37 states;
04
Real-time queries across millions of rows of
transactions ($88B in budget analyzed);
Give people direct insight in how tax dollars
are spend;
Governments can use their resources more
productively instead for financial requests.
05
Data-driven decisions possible because of the
intuitive and interactive reporting tools.

18. Source: https://nest.com/
Example of big data business
Nest creates energy savings via the Nest learning thermostat
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
01
02
03
Learning thermostat your schedule, programs
your energy and can be controlled from your
phone;
04
2B+ kWh energy saved since 2011;
Average energy savings 10-12% on heating
and 15% on cooling bills ($130 - 145 / year);
Nest is becoming the middle man for utility
companies;
05 Nest + Google = The Home OS.

19. Source: Big data: The next frontier for innovation, competition, and productivity http://bit.ly/mckinsey-bigdata
Impact of big data
How big data impacts business and the economy
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
01
02
03
Data have swept into every industry and
business function and are now an important
factor of production;
04
Big data creates value in several ways
(transparency, personalisation, fact based
decision making and innovation) ;
Use of big data will become a key basis of
competition and growth for individual firms;
The use of big data will underpin new waves
of productivity growth and consumer surplus;
05
There will be a shortage of talent necessary
for organisations to take advantage of big
data.

20. BIG DATA
CONTEXT
SOCIAL MEDIA
DATA
CASES TIPS Q&A
Social media data
“Social media is not about the exploitation of technology but service to community.” - Simon Mainwaring

21. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Digital, social and mobile worldwide in 2015 http://wearesocial.net/blog/2015/01/digital-social-mobile-worldwide-2015/

22. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Global social networks ranked by users http://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/

23. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

24. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://www.businessinsider.com/mobile-is-growing-2013-11

25. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://www.washingtonpost.com/

26. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: KPCB Internet Trends 2014 Big Data http://www.kpcb.com/file/kpcb-internet-trends-2014

27. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://blog.qmee.com/online-in-60-seconds-infographic-a-year-later/

28. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Social networks in Belgkum http://bvlg.blogspot.nl/2015/03/belgian-social-media-monitor-maart-2015.html

29. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Value of social media data
Questioning the value of social media data and big data
What’s your first association when visualising social media data?

30. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Mapping and visualising Facebook friendships https://www.facebook.com

31. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

32. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Likelihood of a break up per day on Facebook http://www.dailymail.co.uk

33. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Value of social media data
Questioning the value of social media data and big data
What in your opinion is the most simple example to social media big data?

34. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://www.facebook.com/advertising

35. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://www.linkedin.com/ads

36. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Value of social media data
Questioning the value of social media data and big data
What is the problem you are trying to solve?
What data do you need to solve this problem?
Where can you find the data that is needed?

37. Connectivity of a user in a network;
Mutual contacts within a network;
Most connected persons in a network (influencers);
Most active users in a network (influencers).
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://synd.io/a-further-exploration-of-netvizz-and-gephi/
01
02
03
04
Value of social media data
The value of social media data and big data with social network analysis

38. Interests of a user;
Interactions of users in a network;
Media shared by a user;
Matching content in a network.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://synd.io/a-further-exploration-of-netvizz-and-gephi/
01
02
03
04
Value of social media data
The value of social media data and big data with text mining

39. Defining social media data
What is social media data?
Social media data definition
Gathering insights from social
media by collecting,
processing and visualizing rich
and authentic data.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

40. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data on Twitter
The connectivity of a Twitter user in a network
Source: http://philosophicaldisquisitions.blogspot.nl/2010/12/julian-assanges-political-philosophy.html

41. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data on Twitter
The connectivity of multiple Twitter users in a network

42. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data on Twitter
Data on a Twitter profile - The bio of a Twitter user

43. 01
02
03
Access to 3,200 status updates;
04
Information of the user like gender, bio,
starting date, location;
Average number of daily tweets;
Tweets can indicate: interactions, interests,
locations, media, hashtags.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data on Twitter
Data on a Twitter profile - The bio of a Twitter user

44. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data
Gathering insights from social media data
How does Twitter differ from Facebook and LinkedIn?

45. BIG DATA
CONTEXT
SOCIAL MEDIA
DATA
CASES TIPS Q&A
Social media data cases that support
marketing decisions
“The impact of new technologies is invariably misjudged because we measure the future with yardsticks from
the past.” - Stephen Baker

46. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
How would you improve the visibility of a brand and increase the impact of
marketing and communications activities?
Social media data cases that support marketing decisions
Gathering insights from available social media data

47. Social media data cases that support marketing decisions
Gathering insights from available social media data
Connectivity of users in the network;
Commonalities in the network;
Interests of users;
Interactions of users in the network.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://synd.io/a-further-exploration-of-netvizz-and-gephi/
01
02
03
04

48. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions

49. Social network analysis of 191 Twitter accounts with a
total of 679,032 users;
Influencer analysis and text mining analysis of 54 Twitter
accounts an 172,800 tweets.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: https://synd.io/a-further-exploration-of-netvizz-and-gephi/
01
02
Social media data cases that support marketing decisions
Gathering insights from available social media data

50. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data cases that support marketing decisions
Gathering insights from available social media data
Demo

51. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Besides the regular channels new key persons in the network
were identified;
Insights in the media consumption of influencers;
Junior employees could increase their industry knowledge
more easily.
01
02
03
Source: https://synd.io/a-further-exploration-of-netvizz-and-gephi/
Social media data cases that support marketing decisions
Gathering insights from available social media data

52. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
How can social media data contribute to sales?
How can social media data contribute to marketing?
How can social media data contribute to hrm?
Social media data cases that support marketing decisions
Gathering insights from available social media data

53. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data cases that support marketing decisions
Contribution of social media data contribute to sales

54. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data cases that support marketing decisions
Contribution of social media data contribute to marketing

55. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Social media data cases that support marketing decisions
Contribution of social media data contribute to hrm

56. BIG DATA
CONTEXT
SOCIAL MEDIA
DATA
CASES TIPS Q&A
Tips for social media and big data
“Management is the opportunity to help people become better people. Practiced that way, it's a magnificent
profession.” - Clayton Christensen

57. Tips for social media and big data
Starting point for applying social media data and big data
Available data-sets;
Descriptive analytics versus predictive analytics;
Information needed to make assumptions superfluous;
Information needed to strengthen business
processes.
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://socialwithit.com/en/social-media/el-futuro-del-marketing-online-ii-social-media-de-3a-generacion-y-big-data/
01
02
03
04

58. Tips for social media and big data
Questions to ask when applying social media data and big data
Where can i find the right data?
How can i collect the data?
How can i mine the data?
How can i get insights out of the data?
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://socialwithit.com/en/social-media/el-futuro-del-marketing-online-ii-social-media-de-3a-generacion-y-big-data/
01
02
03
04

59. Tips for social media and big data
Starting point for applying social media data and big data
Facebook API: https://developers.facebook.com/
LinkedIn API: https://developer.linkedin.com/
Twitter API: https://dev.twitter.com/
General social media API: https://gnip.com/
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: http://socialwithit.com/en/social-media/el-futuro-del-marketing-online-ii-social-media-de-3a-generacion-y-big-data/
01
02
03
04

60. Tips for social media and big data
Appdynamics delivering application intelligence
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Appdynamics application performance management and monitoring http://www.appdynamics.com/
01
Make the most of your application environment, from
development to production, in the cloud and in your data
center, with a keen eye on the bottom line. When you
need end-to-end visibility, real-time insight, and tools to
optimize performance and user experience.

61. Tips for social media and big data
Ayasdi advanced and big data analytics
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Ayasdi advanced analytics and big data analytics http://www.ayasdi.com
01
Ayasdi's software uses Topological Data Analysis to bring
together a broad range of machine learning, statistical,
and geometric algorithms to create compressed
representations of data. This creates highly interactive
visual networks that allows organizations to rapidly
explore and understand critical patterns and relationships
in their data.

62. Tips for social media and big data
Snaplogic delivering faster application, process and data integration
Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
Source: Snaplogic Cloud integration platform as a Service (iPaaS) http://www.snaplogic.com/
01
In a world that has never been more connected, how do
you ensure that your business data isn’t fragmented?
Whether you need real-time application integration,
business process automation, better business analytics
or big data integration SnapLogic delivers an elastic
integration platform as a service (iPaaS) that connects all
of your cloud applications, APIs, and disparate data
sources with the rest of the enterprise.

63. Ayman van Bregt digitaal strateeg How to make use of social media data to support marketing decisions
From big data to better
decisions
This guide gives you an overview
of business intelligence—the tools,
processes and skills that help us
harness the data explosion to
make better and faster decisions.
http://bit.ly/big-data-decisions
Big Data in
Western Europe Today
The research explores the importance of
big data in organisations today; big data
challenges such as privacy and data
quality and the implications of varying
levels of big data maturity.
http://bit.ly/xerox-big-data
Reading list
Tips to read more about big data and social data

64. Ayman van Bregt digitaal strateeg How to make use of social media data to support marketing decisions
Big data: The next frontier for
innovation, competition, and
productivity
Analyzing large data sets (big
data) will become a key basis of
competition, underpinning new
waves of productivity growth and
innovation according to McKinsey.
http://bit.ly/mckinsey-bigdata
Getting What’s Needed from
Big Data Analytics
Most companies are still trying to
get a handle on big data and are
still struggling to find the products
to effectively manage it in order to
get tangible business benefits.
http://bit.ly/b-d-analytics
Reading list
Tips to read more about big data and social data

65. SHIFTS EXAMPLES MODELS TIPS Q&A
Q&A
“Question everything.” - Maria Mitchell

66. Ayman van Bregt digital strategist How to make use of social media data to support marketing decisions
‘Data are just summaries of thousands of stories – tell a few of those stories to help make
the data meaningful.’ - Chip & Dan Heath

67. Contact
ayman@gamechange.rs
+31 6 41 383 525
Creates meaningful digital customer experiences for companies
http://about.me/aymanvanbregt
Ayman van Bregt digital strategist aymanvanbregt