What Obama taught me..

@Harper @rayidghani

#SalesforceCeBIT

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overview I recently had the chance hear Harper Reed and Rayid Ghani, the driving forces behind Obama For America campaign, participate in a Q&A. The following covers o$ some of the main insights they shared. With thanks to Salesforce (Australia).

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This is a term used back in 2007 when nobody had anywhere to store their data. The reality is, most data sets you deal with are actually quite small *  

Big data is bullshit *

It’s not the size of your data *

…it’s the magic in it. Everyone has data – about their brand, about their customers, about their products. It’s meaningless without insight. If you want to know something about your customers, ask them. Trying to triangulate what car they drive with where they live and what they eat for breakfast tells you nothing useful. The brand that makes the best sense %om their data will be the one that wins.

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Vanity metrics are lazy metrics *

Measuring fans and followers as a de#nition of success in digital is vain. Tracking reach, brand resonance and reaction can be hooked directly into existing business metrics. Incorporate social metrics into multi-touch a"ribution. *  

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Create your own wisdom *

Just because your competitor does it doesn’t make it right. Use listening strategies to create your own ‘in-house’ wisdom rather than buying it in %om external sources *  

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Coding is the new LEGO *

Teaching kids how to code is society’s next %ontier of enablement Within the next 5-10 years the ability to code will be as important as the ability to read and write. *  

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Ssssssshhhhhhh *

Listen. To listen properly you need to stop talking #rst. Listening starts at the top of the business. If the CEO is active on Twi"er (for example) it shows that they understand how to listen.

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Thank you @#onas_h