Analytics for Human Information: Social Revenue

Often, social media is simply about listening. Are people saying good or bad things about my brand? What kind of influence do they have over purchase decisions? If they do have a lot of influence , how can I track what, when, and how often are they talking about my brand ( ex. Klout score, # of followers, type of business, etc.)?

 

In a previous post, I discussed how we used Explore Cloud to track our social media streams, in real time at HP Discover 2013. What is so interesting to me is our capability to use the tracking of social interactions to create revenue opportunities. Not so much what any one group is simply saying, but turning what they are saying into a targeted campaign and drive revenue

 

Since I am a big sports fan, I’ll use the Wimbledon match between Murray and Djokovic  last month, as an example of how this can work.  

  

 As the match progresses there is a tremendous amount of social media activity,specifically Twitter volume. The opportunity lies in reaching out to this targeted demographic based on a tennis interest and furthering that segmentation based on location and gender to offer targeted promotions to the next grand slam which will be held the week preceding and after Labor Day weekend in NYC. Imagine, if you could send a targeted missive to Murray fans who live in London with an airfare special to NYC to watch Murray seek to repeat his title? Or how about if you could send one to Djokovic fans who live in the US, but between 300 and 500 miles away from NYC were disappointed to see him lose at Wimbledon with a hotel and ticket promotion to see him exact revenge at the US Open?

 

The ability to enrich social data with Explore Cloud with Sentiment, Geo location and gender to name a few makes the possibilities almost endless to get very granular from a targeting perspective. Explore Cloud can even reveal concepts in the data that might not have expected like a strong group of Wimbledon semi-finalist Jerzy Janowicz fans across the mid-Atlantics states that are ripe for targeting.  Pretty cool stuff.

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About the Author
Dan Burke serves as a vice president of HP Software. He is in SME within Power and Emerging technologies, focused on HP Autonomy Explore and...


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