Digital Marketing in 5G Era - Digital Transformation in 5G Age
Meltwater-præsentation til morgenseminar sep 2015
1. Outside Insight
Using media intelligence to inform strategy
and measure success
Christian Pedersen, Managing Director
Christian.pedersen@meltwater.com
2. Company decision making will change
Media intelligence will become strategic
MarCom will be elevated to a strategic function
3Propositions
2
3. Meltwater is the global leader in news and social media analytics
3
FOUNDED 2001
in Oslo, Norway
HEADQUARTERS
in San Francisco
1000+ employees
worldwide
23,000
corporate clients
50 offices across
6 continents
Built without
external funding
$15k
4. Informed Decisions
2001 Product Vision
4
Morning coffee
clients
own brand
competitors leads
partners
product reviews
own industry
5. “Every two days now we create as much
information as we did from the dawn of
civilization up until 2003”
- Eric Schmidt
Executive Chairman, Google
5
6. Big data company: We process 100 million documents
and 2 trillion searches every day
data
capture
data
enrichment
proprietary
search
engine
real-time
analytics
6
7. We track leading performance indicators (LPIs)
real-time
analytics
Client
Satisfactions
Industry
Trends
Competitive
Intelligence
Brand
Perception
Share
of Voice
7
8. Lagging performance indicators
30 years of rigor
in mining internal data...
BI
ERP
SFA
CRM
MRP
SCM
…is being disrupted
by an explosion of external data
Leading performance indicators
Product
reviews
Hiring
patterns
Competitor
analysis
InvestmentsClient
satisfaction
Employee
behavior
Real-time
3rd party data.
Benchmarked
We see a shift in focus from internal to external data
8
Fire wall
9. Decision making is changing in 3 key aspects
9
External data is added to
the decision process
Decisions are moved from
after-the-fact to the point
when events start to
unfold
Move from isolated
analysis to real-time
benchmarking with peers
New data Timing Benchmarking
10. A new, large software category will emerge
10
News clippings Social media analytics Big data analytics
based on a wide range of
external data types
1st Generation 2nd Generation 3rd Generation
11. And MarCom has the opportunity to fill the void
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Moving from mentions to
leading performance
indicators and business
insights
Combining media
intelligence with insights
found in other external
data types
Move from justifying your
budget spend to support
key decision making
Analytics Beyond media Resource to CXO
12. 1. External data is becoming one of the richest sources for business
insights
2. Executives will look beyond their internal reporting systems in
order to understand what is happening
3. Media Intelligence becomes strategic
4. The way companies are run will as a consequence change
5. MarCom can help provide valuable insights to aid strategic
decision making
6. If successful, MarCom can be elevated to a valued resource for
their CXO understanding the competitive landscape
Summary
12
It’s great to see so many clients and so many people here today! Thank you for making it here : )
We entered the Finnish market 7 years ago, with zero employees and zero clients. So it feels great for us to be standing here today in front of so many people.
My name is Niklas de Besche – I’m leading the Nordic organization for Meltwater and I’m also part of Meltwater’s top management team.
We did a rebranding and repositioning of Meltwater a few months ago on the back of a 25million dollar investment in technology – today I’m going to talk about what we see quickly approaching on the horizon. And what impact we believe it will have for everyone in this room!
I’m going to share 3 propositions that we in Meltwater think will fundamentally shape your industry and how you and your peers are working.
Of course all of you in this room working with MarCom consider your role strategic, and it is, but I’m talking about elevating it much further than it’s considered today.
Today we are an international company, and global leader in news and social media analytics. We are a 1000+ people today in 50 offices on 6 continents. And with 23,000 clients all over the world.
We had a product vision back in 2001 which we are still staying true to;
When a decision maker is having his or her morning cup of coffee they should be able to very quickly get an understanding of what has happened the last 24 hours.
Up to date information about your own brand, competition, products, clients or your industry should help you stay on top of things and make more well informed decisions.
As we believe our 2001 product vision is more relevant than ever.
A LOT has happened since we started Meltwater in 2001.
It’s a BIG Data world out there.
It’s mind boggling numbers we talk about.
And the vast majority of the information is publically available for everyone to process and take in.
We started out monitoring 13 Norwegian newspapers 14 years ago, today we process over 100 million documents and do 2 trillion searches. PER DAY.
We capture it from numerous sources (News, social channels, blogs, forums, public records, etc.), we enrich the data (geography, sentiment, demographics), we index the data and make it searchable, and in the presentation layer of the product we produce real-time dashboards with analytics (graphs and insights).
A tweet where your brand is mentioned, that is written somewhere, can be displayed in a graph or delivered in your email or to your phone within less than 2 mins.
And there are 1000’s of tweets written every second….. But the biggest value does not lie in reading all documents, but to understand the patterns and trends.
Our goal is to track the Key Performance Indicators that matters for your business.
We call them LPIs (Leading Performance Indicators) with the intent of helping you track indicators that might influence your business in the future.
A example could be to understand the increasing share of voice of a competitor is getting in Germany and how that could be a threat for future sales in that region.
What can you do right now to prevent that competitor from eating your lunch in the future?
New software categories and massive companies have been built the last 30 years based on helping companies crunch and analyze internal data to better understand performance.
Software categories like ERP, CRM, Business intelligence and billion dollar companies like Oracle, HP, SAP, IBM and Salesforce have been built from that need.
While internal data will continue to be extremely important, we believe it is being disrupted by the explosion of external data. New billion dollar software categories and new billion dollar companies will be created from understanding and benchmarking 3rd party external data, in real-time. There’s a goldmine of information and digital breadcrumbs in external data to help understand employee behavior, client satisfaction, for doing competitive analysis, or understand hiring patterns.
I’ll give you an example of how studying global job posting can give you a good sense of what your competitors are doing.
External data is added to the decision making process
We will be quicker at adapting to events as they happen
We will continuously benchmark with peers/competitors