Posts tagged "social analytics"

World Cup set to be the most social sporting event ever

As kick off draws closer, the 2014 FIFA World Cup has generated more social buzz than any other sporting event, surpassing the Sochi Olympic Games and the 2014 Super Bowl.

The Adobe Digital Index team has been capturing data through Adobe Social, covering buzz from social channels including blogs, Facebook, Google+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, Foursquare and YouTube. More than 69 million social mentions have been included in the sample from 230 countries and territories talking about the World Cup. The results are truly astonishing.

To date, the World Cup has generated more than 19 million social mentions with 90% of the world contributing to these conversations! What’s even more amazing is that the greatest level of social buzz from around the world is coming from right here in the Asia Pacific region. We are producing 48% of the social buzz around the World Cup, of which 37% is coming from Japan. Europe, the Middle East and Africa coming up second with 32% while the Americas are third with 20%.

World cup

Some other interesting facts about the World Cup social Buzz:

  • 59% of the social buzz for World Cup relates to Admiration, Joy, or Anticipation for the event.
  • 42% of Brazilians are expressing Sadness, Anger, or Disgust related to the World Cup – this correlates to the current dissatisfaction of many in Brazilians at the moment.
  • Cristiano Ronaldo is the most mentioned player on a World Cup roster with 1.5+ million mentions in May. Neymar was 2nd with 1.2+million.

The magnitude of the World Cup combined with the power of globalisation and technology will no doubt make it one of the world’s most social sporting events ever. Many football fans (and even non-football fans) feel an emotional connection to their players and even more so to their country. On 12th June 2014, the world will be watching and social will be there to facilitate conversations from around the world, connecting people with the beautiful game.

Stay tuned to this channel as Adobe will continue to track social trends around the world over the course of the 2014 World Cup.

UEFA Champions League creates worldwide Social ‘Buzz’ and Indonesia is the Buzziest Nation

The UEFA Champions League final, Europe’s biggest football tournament took place in Lisbon over the weekend. The all-Spanish final between Real Madrid CF and rising stars Club Atlético de Madrid generated an enormous buzz on social media worldwide. After a thrilling match, heading into extra time, Real Madrid won their 10th European Cup with a 4-1 win over Atlético Madrid.

Adobe Digital Index (ADI) used Adobe Social to monitor 4.5 million mentions of the final match on Twitter, Tumblr, Facebook, Pinterest, VK, Reddit, Disqus, and blogs during May. Here are some of the fascinating revelations:

      • 120 of the 196 countries in the world contributed to the social buzz around the match.
      • Surprisingly, Indonesian social media users topped the list of countries talking about the Champions League in the social space, accounting for 22% of mentions.
      • Spain was second with 11%, the U.K. third with 9%, and then the U.S. and Venezuela with 5%.
      • Indonesian social media users also figure prominently in the discussions of the two teams involved–further evidence of the massive popularity of European football in a country where a feud has split the domestic game into rival leagues. More mentions of Atlético came from Indonesia than any other country (35%), followed by the U.K. (16%), Turkey (13%), and the U.S. (7%).
      • In contrast, the Spanish are using social media to talk about Real Madrid. Just over 1/3 of the mentions of Real come from Spain, but, once again, Indonesians are also enthusiastic, with 19% of mentions of Real coming from there.
      • 43% of buzz about the UEFA Champions League final reflects ‘joy’ or ‘admiration’ for the game, while 25% is related to ‘sadness.
      • Among the players on show in the final, Real striker Cristiano Ronaldo figures most prominently in social media, averaging 36,425 mentions a day, compared with Atlético’s Diego Costa’s 20,908 average mentions.
          Fun fact: Ronaldo has the most Twitter followers of any athlete in the world, at more than 26 million. In fact, footballers comprise eight of the top 10 most followed athletes.

Champions-league-post_twitter

Football is truly global, transcending geographical boundaries, races, and cultures. Given the vast reach of football, there is a tremendous opportunity presented by football fans’ activity on social and mobile.

The Champion’s League final and the upcoming World Cup offer marketers around the globe the chance to capitalise on what is shaping up to be a record level of mobile video and social media activity, as fans and foes pick up smartphones to catch up and comment on the teams online. By analyzing social media ‘buzz’ data, marketers can identify new opportunities and quantify the huge worldwide appeal of what some marketers might just consider a regional event. This is a great justification for expanding the use of social and mobile marketing in a business strategy.

It’s All About the Customer

Hisamichi Kinomoto, VP Marketing, Japan and Asia Pacific, Adobe Systems- LinkedIn

Hisamichi KinomotoCustomer is King – and the best way to provide outstanding service is through a personalised experience.

This is exactly what Shinsei Bank aims to achieve as they adopt Adobe Analytics, part of the Adobe Marketing Cloud, to support multi-channel marketing and personlise customer experience, alongside a major website refresh.

The introduction of Adobe Analytics to the Shinsei Bank’s website will help the team analyse trends and identify interests among site users in real time and utilize the results in digital marketing strategies, plus provide a personalised customer experience in web, mobile and branch environments by integrating the results with offline customer data and providing them to each branch.

The newly implemented system will be used to integrate customer data from Shinsei Bank’s website and offline transactions. This allows Shinsei to recommend offerings on its website and suggest products to customers at branches. In addition, Adobe Analytics will speed up the system overall, as the analysis of customer trends can be based on website data rather than just offline customer data as before.

By implementing this entire cycle automatically in real time, Shinsei Bank has achieved a system that not only accelerates the Plan Do Check Act (PDCA) cycle, but also helps the bank offer more targeted and relevant services,  by combining customer behavior data from its website with offline purchasing histories.

For more information, here are some helpful links:

Great Eastern – Embracing a Healthy Digital Future

Great Eastern, headquartered in Singapore and the oldest and most-established life insurance group in Southeast Asia, was the first company in the world to implement all five digital marketing solutions in one agreement, rolling out Adobe Analytics, Adobe Target, Adobe Experience Manager including Scene7, Adobe Media Optimizer, and Adobe Social. Adobe Marketing Cloud has become the technology platform that is powering a transformational strategy that redefines standards in customer engagement and service.

Watch Christopher Wei, Group CEO of Great Eastern Holdings Limited talk about how Great Eastern is embracing the digital future with Adobe Marketing Cloud:

Are you connecting the digital dots?

Umang Bedi, Managing Director – Adobe, South Asia LinkedIn

Mr Umang Bedi Adobe Systems India (189)The marketing world is undergoing a tsunami of change. This rate of change is compounded by the sheer quantum of data being generated from multiple sources be it CRM data, third party data, user preference data or the massive deluge of social data . The main struggle that marketers’ today face is how to get meaningful insights from this vast quantity of data. Additionally, today marketing is a boardroom conversation where marketers have added pressure to justify the ROI on marketing budgets which itself is just the tip of the ice berg.  An effective marketing organization needs to keep pace with these changes.  How does a marketer surface insight from the vast quantity of data and decide what step to take next? Marketers need to understand how campaigns are performing, which creative to use and how to deliver those campaigns and across which devices.  Additionally, this must happen whether the campaign is a search ad, mobile app, on a social platform, email, landing page or the entire web site which adds to the complexity of data mining to gather the right insights.

 

The Digital Self

This vast quantum of data, in all its forms, paints a picture of who your customer really is – the ‘Digital  Self’ which is a whole new source of intelligence and influence. Within this, lie the smaller, critical insights that will drive success for the marketer. It is this tremendous idea that whether you are an advertiser, marketer or publisher – it’s the small things that bring meaning to every digital interaction and experience. It is this that lets us rethink what’s possible; taking signals and creating something magical transforming it into an expression of a brand connecting with real people. Not people who reside in rows and columns of a database but real people who have wants, desires and needs. It is about taking the countless signals, the self-defining choices, and turning them into meaningful experiences. Not just for the 1.5 billion individuals who are online everyday but also for the next billion who are coming. The Digital Self reflects how individuals are represented online – their likes, friends, purchases, comments, and everything that is shared through digital channels. If we can learn how to take these signals and map the patterns in a way that helps create more meaningful digital experiences it will change the way we advertise, market and publish and the way we reach each other.

 

Data and Content – Two sides of the same coin

Data is at the very core of digital marketing. However, data isn’t actionable alone – it is simply the left hand of digital marketers. The right hand is content. Content is elemental, it is beautiful, expressive and what brings experiences to life. It is content that provides the substance and drives people to take action – knowing what you want, seeing what you want and getting what you want. As marketers, we are creating more content than ever before; it is exploding just as much as data is. While content drives people to action, data is the enabler that helps amplify the content in small yet profound ways. We have often relied on cumbersome and time-consuming processes that require crunching large quantities of data over months to identify high-value audiences. As marketers, we need information that paints a full picture of the business- creative designs, advertising and analytics in one easy-to-access spot. There is a huge need in the market to help sort through terabytes of data quickly, to uncover valuable audiences and in a timeframe that allows them to promptly identify audiences based on shared characteristics and to also predict the probability of them converting. Digital marketers that get this are ripping out antiquated systems that simply do not scale and re-platforming their digital infrastructure.  But, the real payoff is the optimization that brings together data and content. It is the intelligence that allows us to deliver unique experiences to consumers that speak to them and inspire them to act. Everyone who engages with digital is exposed to a message, and if those aren’t just generic messages but connections that are relevant and meaningful to one’s interests and life – that’s even better.

 

The Last Millisecond

Marketers are tasked with delivering experiences to consumers in a fractional space of time: between the action – every swipe, tag, drag and click – and the decision – to buy, to subscribe, to join, or to leave the page. This is a concept which we at Adobe define at the last millisecond. To deliver a quality, engaging, in-context experience in that last millisecond, marketers need to overcome not only technology barriers but also organizational ones. It is not only about the right tools but how to work better with them. It is about understanding your customer. What do you know about this visitor? Where has he come from – banner ads, facebook posts, mobile app; is he an existing customer or is he a new visitor? What are his interests? What is the value that I can offer him? The system must be able to track his behavior, preempt his need and give him something relevant. This involves assimilating all the information I have, filtering it as per the interests of the visitor, understanding his requirement and delivering that onto an omni channel environment including mobile devices, tablets, kiosks and smart TV has to happen in the last millisecond. For example, the CMO of a car rental company would like to maximize revenue from car rentals during the holiday season. To accomplish this, she needs to know which potential audiences would be most likely to respond to a holiday car rental campaign. Today using advanced analytical tools this is a reality that will help the CMO analyze terabytes of multichannel data to uncover previously unidentified, high-value audiences, perhaps families of five or more and retired couples etc. These audiences are then ranked by their likelihood of converting, which in this case is defined as the customer actually picking up the car they reserve. Going even deeper, solutions today empower marketers to tailor match the interests of the potential customers. For instance, a six-person family would be offered a minivan while the retired couple would be offered a comfortable sedan. It is this kind of optimization in the last millisecond that activates ROI.  It drives a better experience for the customer, allows for media dollars to be spent more wisely and makes the delivery of content as effective as possible.

Getting access to the data that will deliver the information we need to build the right experiences can itself be a big challenge. Marketers need to be empowered to access their data at any time in a simple and efficient manner. Where marketers can connect the digital dots to deliver in that last millisecond, is where the big results start to happen.