"Trends" Why does every company have to be a data-driven technology company?

The FT's journalist, Tom Foremski, said a few years ago that "Every company are a media company (each one of them will become a press agency)" and think about it, with the popularity of social media, Each company has a direct channel of communication with consumers and customers (social media platforms), and each company really has become the media (production content) company. The original kind--we have these products here, where you have these media platforms, we make an ad, hope that the readers of your media will like our product era-gone forever.

In a number of companies still considering whether and how the role of conversion, far-sighted companies have already completed the conversion, reserves of talent, build a framework, coping skills are also at ease, such as Nike, the company during the London Olympic Games during the perfect social media operating skills are still obsessed with it.

When we're still on the scent, Nike has already entered a new stage of corporate development in the social media era: using new technologies to encourage consumers to share large amounts of data, use data to design better, more easily share products, become in brands and earn higher profits.

"The real money in social media might isn't reside in the ads so sit on websites like Facebook and Twitter, but in the data produced By the users fanatic friending and sharing-adweek

Why is it that every company is a data-focused technology company?

Before talking about this topic, again, social media is not one or two popular platform, do social media is not in the simple platform to build account to do marketing. Social media is a form of thinking, a way of communication, is to the traditional top-down, from the inside out, a person speaking a group of people to listen to a few people patted the head to make decisions of the business model of the total subversion.

1. Why data?

It's also simple to think about, compared to the traditional way of collecting data, the Internet and social media make it easy to produce and collect data. Minute minutes people are producing data on the Internet and social media such as status updates, blogging, tweeting, uploading photos and videos, and so on. Of course, a lot of meaningless data will follow, and how to collect effective data is a challenge and a big business opportunity for every company. Data that can reveal products, services, and relationships between companies and consumers can also help companies improve their products, reduce inputs and increase productivity.

Nike: Data Transformation (sport)

Nike, for example, described the new model of Nike Technology + data, which in fact Nike collaborated with Apple in 2006 to release Nikeplus products and platforms bundled with ipods. With a sensor system in the sneakers, the user's data on the run will be recorded in the Nike Global database, with real-time data updates on the nikeplus.com, users who are aware of the mileage, calories and paths they run, It is also possible to share and focus on the progress made by friends, not only for Nikeplus to become a sports enthusiast's Facebook, but also for the tedious running to become sexy.

Through this innovation, Nike has successfully built the world's largest sports-related online community (more than 5 million active registered users, uploading more than billions of kilometres and tens of billions of calories): Acquiring a wealth of data that is relevant to their company, products and consumers. By analyzing these data, Nike has a lot of exclusive information, which is helpful for improving products, accurate advertising, effective marketing and finding the right people.

Share a few general messages from Nike:

1. In winter, Americans are more likely than Europeans and Africans to run the sport, but the average length and time of each run is shorter than that of Europeans (does the product design and function of different regional markets need to be adjusted?) ) 2. Every running time in the world is 35 minutes per person. The most popular running "accompaniment" song is Black Eyed Peas "Pump it". (The song may have changed, can this data give Nike some new marketing ideas?) ）

If Nike doesn't know how running practitioners and enthusiasts "consume" the sport, Nike is unlikely to get that information. Without this information, Nike may be continuing its past market research patterns, or grabbing irrelevant information from social media, and then consuming a lot of human and financial resources to see the results.

2. Why do all companies become technology companies?

As can be seen from the example of Nike, a large amount of internal and external data makes it possible for companies to transform technology-led companies, and technology and digital technology are becoming the core part of the company's march. Nike established the digital sport in 2010, employing technicians and highly confidential research and development work. As consumers become more mature, more and more information and technology, enterprises can not keep up with consumers of consumer information, the pace of sharing information, which results only one: be eliminated.

"When I release a new product or a new ad campaign ... I can get instant feedback about what arranges are thinking and how-tightly react to it, "" and I Can Tter my policies or my product or me company, "left Dorsey, cofounder of Twitter and Financial-services upstart Square.

Let's take a look at how the Hundred years old brand Ford accepted and practiced the new concept:

"Bill Ford Mchumo ethically making more cars are not our future." Instead, Ford Super-delegates to be maker of the ' sophisticated computers-on-wheels. '-venkatesh Prasad, senior technical leader at Ford.

Everyone who has tried a new Ford in Europe and America has discovered the new dynamism of the old car: the on-board WiFi receiver turns the car into your personal phone network receiver; Ford is also studying how to build a "social network" of 2 billion cars produced by its company to connect with each other ...

Of course, any change is painful, especially for large companies, and ideological changes are even harder.

Do you agree with the idea that every company has to be a data-driven technology company? How to transform?

the author of this article from @socialbeta, a social media marketing researcher @missxq

This article link: http://www.socialbeta.cn/articles/every-company-is-social-data-company.html

(Responsible editor: The good of the Legacy)