Government Use of Social Data

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“I know there was just a state-wide internet outage here; for the record, I had nothing to do with that.”

That was the opening line from Andrew Hallman, Deputy Director of CIA for Digital Innovation.  That level of self-awareness and an understanding of the biases typically held against the Intelligence Community would prove to be not just a central theme of this session, but also an effective way to challenge those listening to keep their minds open.

Hallman described his particular role as one whose inception was a natural extension of an agency-wide modernization in 2015. Much like brands and other organizations, CIA realized that it was not optimized to deal with the growing complexity of the global threat landscape. Hallman’s job was to come in and unify efforts and help digitally remaster the business of intelligence as the Intelligence Community had always known it.  An organization whose primary focus for many decades had been on nation states had to improve its effectiveness in addressing the growing diffusion of global power and increasingly complex threats that could emanate from anywhere.

The diffusion and fragmentation of the information environment has also meant a challenge to the standard methods of intelligence collection, albeit with new and more transparent ways to monitor untoward activity. “There is an increasing abundance of propagation of extremist messaging we need to be mindful of,” says Hallman. “It’s one thing to know of a known terrorist in a media space–it’s another thing to be monitoring those would-be or not-yet-known terrorists and watch the evolution of radicalization and advancement of plotting as it happens.” Hallman speaks of taking the lessons from 70 years of social science research about how societal and political instability forms and, leveraging the growing sensory environment, monitor the emerging conditions of change to anticipate crises that could impact national security, and provide policy makers more time and space to formulate options for shaping more favorable outcomes.

Hallman did a lot of mythbusting as well. “There have been volumes written and plenty of cinematography about the CIA that is inaccurate,” he says. He clarifies that the CIA’s mission is not to monitor everyday social media activity for the sake of it, but to look for patterns that reveal emerging threats, including to the safety of innocent life. “If you’re not a bad guy, don’t worry about it. If you are a bad guy, well, then worry about it.” He stresses that good collection of data is fairly similar to how brands should most effectively collect data: the CIA does not assign any value judgment to individual behaviors in social data unless they reveal a move toward radicalization or violent behavior, such as jihadist messaging or plotting attacks.

Twitter has also been effective for the Intelligence Community in terms of providing real-time information from around the world. No one person or agency can have eyes and ears in all places at all times; Twitter users around the world help the Intelligence Community by tweeting out real-time news happening, some of which is happening prior to, during and after violent events. When users share what’s happening, the CIA is better able to understand what is happening on the ground when they don’t have someone there.

Hallman makes an ask of the Big Boulder community: keep an open mind. There are plenty of misconceptions about the Intelligence Community, but he stresses that they–like the social media community–have a commitment to defending democratic ideals, free speech, respect for human dignity and safety of innocent lives. He notes that there are striking similarities between how the Intelligence Community collects and analyzes data and how brands and organizations do the same. The information may be different, the methods of collection may differ, but ultimately the CIA is trying to do what we all try to do with our collected social data: determine what story it tells and how then we should move forward.

Additional Takeaways:

While the CIA focuses on foreign adversaries and collection of human intelligence, the NSA is focused on collections of signal intelligence and communication intercepts, while the FBI is focused domestically on intelligence collection and law enforcement.

The CIA is seeking to integrate data at the data layer and find meaning in it to provide data driven insights to policy makers and war fighters.

“Our identities are what the data says we are.” – Hallman

Hallman does not believe we will get to a point where we can precisely predict future behaviors, but does believe they are getting better at forecasting what those conditions look like before they get to that point.

Trends in Social Data

We spent a lot of time at this year’s conference talking about using social data from an adtech perspective. While we had some compelling breakout conversations on using data in government or in the space of social justice, much of the conversation was centered around how brands can better use social data for more targeted advertising and conversion opportunities. The final panel of the conference wanted to break out of the mold a bit and talk about varied other uses for social data–what were we missing when we focus only on advertising?

Crisis Communications

Hayes Davis from Union Metrics spoke of a specific use case involving an app owned by a couple of B-list celebrities that was going south fast. Certain events triggered a general public anger at the app and its creators. Davis talked about how data, in this particular situation, can be used to monitor the conversation surrounding a crisis for a brand. When the data assists as a listening tool, organizations can get on top of major problems quickly and determine the communication that needs to go out to the user base to pivot the conversation, or at least to control it and continue monitoring.

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Trendsetting

Giles Palmer of Brandwatch discussed the use of data in terms of being able to forecast or predict certain trends. As an example, Palmer noted that people are more likely to buy Ben & Jerry’s ice cream when it’s raining outside than they are when it’s sunny; this particular brand is viewed as comfort food, which is something consumers tend to crave when the weather is less than ideal. For another client, Palmer’s group was looking at hairstyle trends globally: through social listening and data collection, they were able to determine that most cutting-edge hair trends came first out of South Africa. Having this kind of insight allowed the brand to continue to monitor specific styles and trends coming out of South Africa, giving them the ability to stay ahead of the curve globally as a brand trendsetter.

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Emergency Management

Prior to extremely frequent use of social media, emergency teams may not find out about major issues needing their attention for several hours. Ted Bailey of Dataminr spoke specifically about things like major fires that previously took hours to be able to contain, leading to much more destruction and devastation because of longer response times. With the advent of real-time updates on social media platforms like Twitter, companies like Dataminr are able to crawl social platforms for such updates, resulting in a significant reduction in time between the event first happening and emergency personnel being notified. When emergency personnel are notified more quickly, they are able to respond more quickly and contain the situation, mitigating the damage and devastation that could have taken place.

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In all of our conversations surrounding data and its varied uses, it is, of course, important to focus on marketing and advertising because brands must have data access and proper analysis to know how to create better experiences for their customers. However, the potential uses for data still exist on a plane we know far too little about. At future Big Boulder conferences, it’s the collective hope that we can continue to uncover new use cases for social data, as well as new and lasting impacts for brands, but also for the general public good.

Social Data and Social Justice

With over 15 years of industry experience in advertising, Safiya Noble, has a unique outlook on the ever-evolving world of technology. As friends initially saw Google’s search engine as a great public utility, she saw it as an ad platform. For reference, Google is still king as it continues to generate more ad revenue than any other company.

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In her current role as an Assistant Professor in the Department of Information Studies at UCLA, Safiya actively grapples with the interweave of technology companies and their role in society. In her own words, “Technologies aren’t neutral, they aren’t objective, and they aren’t just tools.” You can’t effectively design technology for society if you don’t know anything about society.

Algorithmic Accountability

As social media platforms continue to push the boundaries of content creation and real-time sharing, the risk of the unexpected happening increases. This is evident with recent examples of awful things happening over live broadcasts. To make matters worse, ads (being none the wiser) get programmatically placed next to this graphic content.The question becomes: profitability at what cost?

Virality is the name of the game. That’s what people want. – Safiya Noble

As long as the “click” reigns supreme, this will continue to happen. It is this very intersection, that Safiya believes that companies have a responsibility to society – algorithmic accountability so to speak. Otherwise, it’s all too easy to view the tech sector as complicit. This will require a shift in business model. One that moves away from the almighty “click” and truly considers all aspects of driving ad revenue, responsibly.

The Diversity Dilemma

When asked about the topic of diversity – or lack thereof – in Silicon Valley, her response was simply: “We do. Correct.” Meaning, yes we have a problem! However, her thoughts on the topic span well beyond the notion that hiring diverse candidates will solve the problem. Coming out of college as a diverse candidate does not qualify an individual to deal with the social dimensions of large technology platforms.

Instead, Safiya argued that these companies would be better served hiring people with advanced degrees in the social sciences, humanities, and cultural studies. These are the people who are well equipped in navigating the complex social dynamics that play out across technology and social media. This attention to and knowledge of society is oft missing in today’s world of social media platforms.

Looking to the Future

So what happens if we don’t act soon? What happens if tech companies refuse to change and continue to ignore society when building solutions? The impact will ultimately hit the end user – the very targets of the ads that power it all in the first place.

Mark my words, AI will become a human rights issue in the 21st century. – Safiya Noble

Through better partnerships with experts in the social sciences, Safiya hopes technology companies can innovate new and existing platforms to be more culturally cognizant. Otherwise, we may have a new human rights issue on our hands.

Visual Intelligence

Richard Lee, CEO of Netra, described during his Pecha Kucha talk that 2017 will be the year of visual intelligence. His view is based on a couple key factors. First, consumers are now taking & sharing more images than ever on social media. Simultaneously, camera equipped phones are now everywhere while digital storage costs continue to decrease significantly. Lastly, the social platforms themselves are becoming increasingly visual – Snap Inc. now refers to itself as a camera company and Facebook is not far behind in moving to this viewpoint.

If 2016 was the year of “voice” due to the increasing maturity of the technology and a larger variety of solid use cases, 2017 will be the year of “visual” due to image recognition technology improvements with the biggest and smallest technology companies now focusing on this space.

But if the technology has improved so much, why has adoption been so slow? Richard answered this referencing a quote from Steve Jobs that “people don’t know what they want until you show it to them.” The potential for image is huge: he noted 100% of all photos have context and if you can combine this context with the people behind them and with brands, you could start to target based off of these attributes.

Why is this so important, especially as it relates to targeting & product development? As Richard mentioned, “the photo feed is now the window to your soul – what you take pictures of shows what’s important to you.”

Big Data for Big Good

With all of this talk of “big data,” it’s sometimes hard to sift through the potential functions of using big data to find a way to apply it for the greater good. Tim Barker from DataSift sat down with Daniel Pedraza from UN Global Pulse to dig deeper into their altruistic mission.

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So what exactly is Global Pulse? Pedraza explained that they are the “innovation initiative” startup of the United Nations that provides research and technological innovation to help achieve the “2030 Agenda.” The goals are massive in scope: reduce poverty, decrease global hunger, provide better healthcare, and ensure clean water. To do this, Global Pulse partners with businesses that collect big data sets, and work to better understand human behavior.

Quantify Tweets to protect vulnerable populations

By using social data, Global Pulse can also observe trends in real-time and essentially stay ahead of the curve in helping others make important decisions. In our modern society, humans are acting as “sensor networks,” which allows organizations like Global Pulse to look at their collective behavior to help control human reactions to different factors.

When prices of food, gasoline, and other consumer commodities increased in Jakarta, Indonesia, Global Pulse used Twitter Data to understand changes in trends and behavior. One example: when changes in consumer goods prices in Indonesia increased, so did Tweets—in fact, there was a 0.9 correlation between the two. By monitoring “complainanomics” in this way, Global Pulse and other governments can observe spikes in conversation regarding food security, and understand how at-risk populations are impacted. And Twitter is there to provide information from their rich data source, an aggregate of human thought and emotion, all in real-time.

Observe financial transactions to provide better disaster relief

Although social data exists as some of the most available sets of big data, Global Pulse looks to multiple types of information to understand how global populations react to events. And in the same way that social data relies on private companies (like Twitter) to donate data, other types of business can help, too.

After Hurricane Odile, BBVA—one of the world’s most influential banks—provided anonymized point of sale and ATM data from Mexico to Global Pulse. The aim? Understand how the population coped: by understanding the types of goods bought before and after the storm, the UN can help governments provide better disaster relief in the future.

This work is also hard though

But with how rewarding the work that Global Pulse accomplishes, it does come with its fair share of risks and regulation. With everything they do, Global Pulse has to be cognisant of the risk involved, especially when analyzing behavior in more tumultuous regions or vulnerable communities. By working with global regulators to foster a worldwide conversation, Global Pulse can better aggregate data to gain a clearer picture before making decisions, especially those that could potentially damage society, if executed poorly.

Partnerships with the Private sector is key to better serving global populations (and there’s upside for them, too)

The UN and its member governments generally don’t have the ability or funds to collect data at scale—even though large data sets are key to achieving the “2030 Agenda” items like reduced poverty and hunger. Thanks to its startup mentality and technological savvy, Global Pulse is able to bridge the gap between the UN, government, and businesses for the greater good.

One recent example is that in February 2017, GSMA (the trade association composed of 1200 mobile carriers worldwide) announced the Big Data for Social Good Initiative. Though the data is still new and use cases are being developed, one of the first projects will be to analyze how people travel through regions facing epidemics. By understanding anonymized, aggregated movement patterns tracked on personal mobile devices—and correlating it to hospital intake data and other public signals—relief providers and governments can better predict when and how to deploy aid to affected regions.

According to Pedraza, there’s a common idiom at the UN: “The UN was created not to take mankind to heaven but to save humanity from hell.” By connecting the data from the private sectors to the needs of at-risk populations, Global Pulse plays a modern, crucial role in that mission.

Engaged Communities

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Big news, promised Noam Cadouri from Reddit, as he took his seat on the Big Boulder stage. For the first time, Reddit is making commercial terms available for platform data through a partnership with Socialgist. Now what exactly, you might be asking, does that mean for me? Well, Reddit (known as “The Front Page of the Internet”) is a platform on which users can interact via pseudonyms – without any connection to their name or face – about anything. If you’re a brand, parsing through the literally millions of message boards to understand references and frequency and sentiment is simply not possible; until now, of course, because companies will be able to run queries and figure out all that information with a fraction of the grunt-work. And Socialgist customer, Brandwatch, is now the first to compliantly make this new premium data offering available to brands around the globe.

Reddit is a unique platform with respect to users’ adherence to the site’s rules, because “subreddits” are monitored by thousands of volunteer moderators in addition to Reddit itself; it really is a study in crowd-sourced community-regulation. Which, of course, raises the issue of free speech – that is, how, if, and when aberrant or aggressive users should be disciplined. All platforms, Codouri mentioned, make decisions based on their corporate goal. Reddit’s goal: to create welcoming spaces online.

Reddit is a space that gives people freedom from social pressures and the ability to express themselves creatively, however they choose to do so. – Noam Cadouri

Since users maintain anonymity (or pseudonymity) on the site, they are free to talk about anything they want (you can create an account with only a username and email, i.e., no demographic data at all). As a traditional marketer, the lack of data might be just enough to make your eyes glaze over, but, as Mr. Cadouri pointed out, Reddit is a fantastic tool for marketers. In many cases, subreddits are the largest aggregation of passionate, pure, followers available. Which means, basically, a focus group where the most honest and unadulterated feedback is available on a massive scale.

As Reddit continues to explore the ways in which they are making their data accessible, companies will develop better ways to use that data. A useful application, Cadouri mentioned, was the ability to measure sentiment toward a brand before and after an ad campaign runs. In many cases, Reddit’s transparent feedback from honest and eager users is the most accurate way to tell a brand’s story over time – if you can get through all that data. Which, by the way, is possible.

The Role of Alternative Data in Finance

“What is alternative data in finance, what is its role, and how does it relate to data driven investing?” This was just one of the discussion questions posed to the three panelists during “The Role of Alternative Data in Finance” session. The moderator Megan Kelley from Fidelity Labs probed around the themes of proving the value of a given data set, what an ideal data set actually looks like, and the role of compliance as it relates to data for the finance world. This panel, including Shaivali Shah of Morgan Stanley Research, started by defining and discussing exactly what “data driven investing” is all about, which focuses on using data to produce “Alpha” (generating returns higher than a benchmark index, such as the S&P 500 for example).

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One of the big themes that emerged from the panelists was regarding trust and the need for clean and accurate data. Matei Zatreanu from System2 noted that “At the end of the day you’re really solving for trust.” Pierce Crosby from StockTwits added that the whole concept of social data is inherently tricky – you need to trust the contributors to the data set, not solely the end provider you are working with.

Another large theme discussed was not only about the raw data itself, but the associated value that data ultimately provides. Matei went on to note that “At the end of the day these folks don’t care about the data, they just want the insights.” Pierce expanded further that if you can summarize statistics early on, it can go a long way towards getting people more comfortable.

The panel concluded with a discussion about key use cases and areas of opportunity: one that was unanimous was around the immense potential for collecting more and larger data sets around emerging markets.

The Instagram Platform

When Instagram first arrived on the social platform scene in 2010, they were a small-time, mobile-only social sharing app available only on iOS, working on changing the types of content we share and the ways we share it. Now, seven years later, the app is still leading the pack in visual content sharing, but has become a burgeoning social tool for businesses looking for new and relevant ways to connect with their customers. Vishal Shah, Director of Product Management at Instagram, stopped by Big Boulder Friday morning to give the audience some impressive stats on Instagram’s growth over the years, as well as some direction about where they are headed.

 

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In its early days, the network was a lot smaller and its audience was focused on sharing more “casual moments”: this is what I’m eating, this is who I am hanging out with, this is my dog. While those casual moments are still important to much of the user base, most of the network users have begun thinking of the platform as a “highlights reel” of sorts. Instagram’s product team noticed this shift in focus as the platform grew and did its best to pivot along with it, asking themselves, How can we capitalize on what our users like? How do we “fill in the blank spaces” between highlights?

And so Instagram Stories was born. Giving their networks the opportunity to follow along in an almost-live capacity, Stories is a way for users to capture, in motion, what is going on for them in that moment, and link short videos or pictures together to create a “story” their followers can enjoy about their lives.

What’s shocking to hear is that, since the launch of Stories nearly a year ago, a whopping one third of the most viewed Stories have been created by businesses, whose formal presence is also a recent addition to the platform. While businesses have long been on Instagram as independent accounts, only in the last couple of years has Instagram decided to cater to them by offering advertising opportunities. This last year, the platform also gave businesses access to their back-end insights and data on organic impressions and interactions, allowing business accounts to see what is working and what is not from a bird’s eye view.

“When the business platform was started, it was mostly ads-focused,” said Shah. “While advertising is obviously still a major area of focus, we now also think about businesses as a ‘first-class’ relationship type–how can we help them see and improve their organic presence, and improve our API and insights?”

What they are doing seems to be working: the platform is now 700 million strong, with 100 million of those users coming on in the last year. Businesses are using Instagram to reach these potential consumers in new and different ways–Shah did point out that much of this type of interaction is still experimental on the part of brands–but should know that it’s not a platform for all brands, all the time. Said Shah, “We’ve always been very transparent about advertising: if it’s not working for you on our platform, don’t spend money on it.”

Shah noted that the social sharing tool is still primarily a top-of-funnel activity, so businesses should expect to drive more awareness-based activities than conversion activities. He pointed out that, while mobile is a primary point of access, it’s still not used much for purchasing. While there are transactions that occur on mobile devices, it is, by no means, the majority of transactions. Shah embraced this reality, sharing that social media has long been an important step in discovery and consideration; the product team is constantly working to make the discovery and consideration element even more helpful for both users and businesses. One of the ways the platform capitalizes on this piece is the ability for users to explore and find new business or user accounts based on locations or hashtags. If businesses are in a user’s area, or they’re savvy enough to use the same kind of hashtags their target demographic is seeking out, they can easily be found on the tool.

Also worth noting was that the team found their users like being able to save photos: taking screenshots of images to save for later or reference. The product team built in the ability to now save photos inside the native app; as a matter of fact, if a user takes a screenshot of an Instagram image, a notification is triggered to ask the user if they would instead like to save the image inside the app. Figuring out smaller tweaks to make the visual content sharing platform more user-friendly has always been a top priority for the brand.

So what’s next? We’ve already seen an acquisition by Facebook, ad implementation, insights availability, and the Stories feature, to say nothing of a spike in users, a logo change, a UI change, and a move toward a rank feed versus a chronological feed–where do they go from here?

Primarily, Shah’s team is interested less in removing steps from awareness to conversion for the brands, and more interested in removing the friction typically involved with those steps. By making businesses and product information easy for users to access or find, they can take out some of the headache involved in that process. Additionally, they are able to leverage some of the infrastructure, insights, and other resources from parent company Facebook in order to continue to enhance the platform.

“Almost everything we do on my team is centered around making businesses successful,” said Shah. “The next steps are to determine what information is most helpful to businesses and give them the best way to access it. It’s one thing to show data, it’s entirely another to show something interesting and insightful that tells you something about that data.”

Additional Takeaways:

  • Instagram users typically only see about 30% of the content posted by the accounts they follow; the switch to a rank feed, or relevance-based algorithm, was meant to hone in on what the most valuable 30% was for each user.
  • Shah mentioned the logo change briefly: “Yeah…there were a lot of memes about that one.”
  • Over 200 million people are utilizing Stories every day, more than 40 million more than other similar platforms and functions.
  • There are whole generations of people whose first device was a phone and not a laptop or desktop computer. While it would be easy to think that these were only younger generations, Shah has found that much older generations are this way as well.
  • When asked whether they would ever switch to an “opt-in” function for a chronological feed versus a rank feed, much like the Twitter platform, Shah responded that it’s unlikely. “We’re here to deliver the best experience for our users, and a rank-based feed is what we feel is the best experience.”

Welcome to Day 2 of Big Boulder 2017!

After a day of learning, sharing knowledge, networking and the happy hour(s), we’re back with another day of Big Boulder 2017. We have an awesome agenda planned for the day, complete with talks about the growth and acceleration of Instagram, how to engage communities on Reddit, and how the government can use social data. Needless to say, we’re excited for what Day 2 has to offer! We want to encourage you to check out the rest of the Big Boulder blog at blog.bbi.org, share our Periscope and Facebook live streams, and interact with the rest of the conference on Slack at bbislack.com.

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Making Decisions with Social Data

“Data” is such a general concept–one can just about use words like “information” or “stuff” interchangeably. Of course, such data is widely available to brands who want to collect it, but it’s pretty useless unless they know what to do with it next.

The Big Boulder audience had the pleasure of hearing from panelists Gloria DeCoste from Nestle, Beverly Jackson from MGM International Resorts, and Brad Ruffkess from The Coca-Cola Company about how exactly such large global brands are using social data to improve their product experience for their customers.

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When it comes to social data, it can be difficult to determine how to best analyze it in order to move forward and provide consumers with a more pleasing brand experience, especially for CPG brands such as Coca-Cola and Nestle. Do social fans arrive because they already love the products, or are they made aware of the products because of an existing social brand presence?

“It’s difficult for CPG companies to say, ‘We did this online and then a sale happened,’” said DeCoste. Due to the quick turnaround conversion nature of CPG brands, those attribution events are hard to properly document and understand. As the brand was able to scale and grow their penetration inside of the social sphere, they did eventually see the data tied to it: impressions online were converting to offline sales.

Jackson spoke from a different industry experience entirely, with a much more limited and targeted audience: “We saw that the people who were most likely to like or engage with our content also were not actually the people who were able to afford our brand or would ever book with us.” Jackson said that this led the resort chain to expand their thinking from “beds and heads” into a more fully developed portfolio approach: what are the other things we serve and sell and how can we leverage our social presence to increase awareness and conversions on those things?

A notable connection between all the panelists was their management of an actual portfolio of products as opposed to one singular product brand. “If a person drinks eight beverages a day, I want for them to drink products in our portfolio as many of those eight times as possible,” said Ruffkess. “Social data can give me the information I need to try and put those products in front of you, based on your other behaviors.”

These brands also attempt to harness the power of influencers by utilizing user-generated content. These kinds of posts are essentially “free content,” saving the brand the trouble of creating additional content, while also allowing the brand to reap the benefits of engagement or A/B testing: if this user’s photo of a fountain played really well with social followers, it can be used in other capacities to increase interest and engagement. When social listening produces insights about slang terms or phrases being widely used across the internet, brands can capitalize on this by implementing such phrases into their own campaigns, like Coca-Cola’s #ThatsGold campaign executed during the last Olympic games. Brands should, of course, be cautious about using fleeting slang terms, either inappropriately or too long after they’re “cool”: no one wants to be the brand using “Netflix & chill” incorrectly.

Examining social data can also help with knowing how to provide more personalized experiences for individual customers: does a customer love to bake cakes, but not cookies? Brands like Nestle can use these social insights to provide more highly targeted content toward customers who prefer one or the other, resulting in a higher conversion rate because of more accurately targeted content.

Product research & development seems to be an area shockingly left untapped by social data & insights. All of the panelists agreed: it would be an incredible move forward to begin using this data to determine what their customers like about their products, along with what they don’t like, in order to create new products for their portfolio. Unfortunately, none of the brands seemed to, as of yet, be implementing these social insights to this advantage.

“Marketing has always been about understanding your customer very deeply, at their core,” said DeCoste. The data brands are able to mine from their customers has seemingly unlimited potential, and even major brands are only truly scratching its surface.

Additional Takeaways:

  • While agencies are common players inside of major brand spaces, it’s important to know what is lost when another party is responsible for collecting and scrubbing your data before you get a chance to see it. What kind of interpretations are lost in translation?
  • Social data is an incredible asset where users freely give of their information, unlike other spaces. “My loyalty card at my grocery store is actually tied to my pager number from 1989,” said Jackson. “I don’t want people to have my phone number!”
  • When a brand has a portfolio of products widely differing from one another, social data can help direct the right products to the right people: family-friendly resort properties versus party properties, for instance.
  • “Our instinct was to put our name in every hashtag,” said Jackson of MGM. “But you don’t learn anything from your customers by forcing yourself on them. Be on the outside and listen first.”
  • The gaming industry is having to entirely change the way they operate. If millennials don’t know Wheel of Fortune like the generation before them, they’re less interested in playing a slot machine themed after that game. Millennials are less likely to want to sit at a slot machine siloed away from everyone else; the industry is having to accommodate by learning about how this generation wants to play games.