With its incredible reach, marketers have gravitated to Facebook. BRADLEY ELLIOTT, director of Platinum Seed, digs into the untapped potential of the social network’s “big data.”
Since the first friend request was made on the Harvard campus in 2004, Facebook has become the biggest social media platform in the world by far, with 1.94 billion active users, which is more than Twitter, Whatsapp and Instagram combined.
Five new profiles are created every second, and half a million comments are posted on the network every minute. It’s a huge ecosystem of data, with a wide range of content – from funny, inspiring, cute and heart-warming content, to the more tragic and disturbing. Unfortunately, brands struggle to harness the potential of Facebook “big data” – the massive reserve of data generated from this environment – to its maximum potential.
Businesses simply don’t realise how much data they collect every day and over the years. While most organisations use some of this data to make basic business decisions, like dealing with complaints, few use it to create and nurture relationships with existing and potential customers. Instead, marketers have become masters of their own demise, sending an endless stream of spam and then trying to figure out ways to increase open rates for this often unsolicited, irrelevant communication. However, marketers could very easily use available demographic data to segment their data sets to serve communication in a more targeted manner. Directing male products to males and female products to females are two prominent examples, but most businesses neglect even this basic function.
While some brands can create segments, they rarely use them at a significant scale due to the complexities involved. Being able to segment consumers based on both demographic and behavioural data is extremely powerful, but marketers are intimidated. Tapping into real-time behavioural data allows brands to keep their fingers on the pulse of where consumers are in their lifetime journey, how their preferences and habits are changing, and which products would be most relevant to them. By driving personalised communications, offers and rewards to consumers on a one-to-one level, brands can build advocacy, as well as increase purchase frequency and customer lifetime value.
Facebook has increasingly become a pay to play space, as organic reach for brand pages is now set at only 2%. Brands buy reach and engagement by promoting the content they serve to their audiences. While this can be highly targeted, reach and engagement tend to be a function of budget. The Facebook environment offers a powerful way to reach and engage customers in a much more meaningful way, but this needs to be done strategically, using the correct approach and tools. Brands that produce truly emotive content achieve higher levels of what is referred to as “share of emotion”, or content that drives people to willingly want to share content, resulting in organic reach and engagement.
Too many brands use social media to push their products on consumers, when they should be adding value through rich story-telling, helpful advice, or unbelievable facts. Most users are exposed to up to 1500 stories a day on Facebook, but an average user only gets to see about 100, which is why Facebook tries to make a user’s newsfeed as “personalised” as possible. The algorithm uses several key metrics, including the “relevancy score”, which uses hundreds of variables to control the news feed to predict what content users are most likely to engage with, based on past engagement, and the same applies to Facebook ads.
In July 2015, Facebook introduced the “see first” feature, which lets users hand-pick the accounts, whether friends or followed pages, they prefer to see first at the top of the news feed. If a user spends more time on a particular post, Facebook is more likely to show that post on friends’ news feeds and this need not be engagement in the traditional sense. For instance, people who are interested in a video might not necessarily have liked, commented on or shared it with their friends. Facebook has started monitoring other forms of video engagement, like turning on the audio, switching to full-screen mode, enabling high definition or saving a post for later viewing.
Facebooks’ algorithm is the most complex out of any social media platform and the company claims to continually change it to give users the best experience possible. Brands that produce engaging content, which is relevant to users, will have their content prioritised, but the key is to understand what content is working for the brand. In addition to great content, brands can also use brand influencers in their Facebook communities. These may not necessarily be users with the most followers, but those who drive the velocity of conversation around brand content.
Influencer software, Contunion, allows brands to identify and engage with these users and determine the overall influence of their social media communities. Continuon provides brands with key insight into the content that is getting the most engagement both on a community and individual level, allowing the brand to tailor its content plans for the biggest impact. The Continuon system considers historic and fresh data as equally important, blending it to yield more targeted insights.
With the increasing capability of machine learning and artificial intelligence, combined with large data sets, this is becoming more and more precise. Computers can now analyse millions of variables in real-time, far beyond what humans are capable of, to determine probable outcomes. Not only does prescriptive analytics predict future activity, it also recommends the best course of action for any given situation.
Cisco unveils ‘Internet for the future’ silicon breakthrough
Cisco One is a new silicon architecture that can be used in any form factor, while Cisco 8000 will reduce cost of building and operating mass scale networks
Cisco today unveiled a series of innovations it says will underpin “the Internet for the Future”. It launched Cisco Silicon One, a new networking silicon architecture, and the Cisco 8000 Series, the world’s most powerful carrier class routers built on the new silicon.
Chuck Robbins, chairman and CEO of Cisco, said its technology strategy was to build a new internet designed to push digital innovation beyond the performance, economic and power consumption limitations of current infrastructure. It would be a multi-year approach that will define the Internet for decades to come.
“Innovation requires focused investment, the right team and a culture that values imagination,” said Robbins. “We are dedicated to transforming the industry to build a new internet for the 5G era. Our latest solutions in silicon, optics and software represent the continued innovation we’re driving that helps our customers stay ahead of the curve and create new, ground-breaking experiences for their customers and end users for decades to come.”
Cisco said in its announcement: “Over the next decade, digital experiences will be created with advanced technologies — virtual and augmented reality, 16K streaming, AI, 5G, 10G, quantum computing, adaptive and predictive cybersecurity, intelligent IOT, and others not yet invented. These future generations of applications will drive complexity beyond the capabilities current internet infrastructure can viably support.
“For the past five years, Cisco has driven a technology strategy that is building the internet our customers will need for the future success of their business in an advanced digital world. Aimed at solving the toughest problems that will emerge as digital transformation taxes current infrastructure to its breaking point, this strategy will lead to the next-generation of internet infrastructure that combines Cisco’s new silicon architecture with its next-generation of optics.
“Cisco’s strategy will change the economics behind how the internet will be built to support the demands of future, digital applications and will enable customers to operate their businesses with simpler, more cost-effective networks.”
Cisco says its strategy is based on development and investments in three key technology areas: silicon, optics and software.
David Goeckeler, executive vice president and general manager of the Networking and Security Business at Cisco, elaborated: “Pushing the boundaries of innovation to the next level — far beyond what we experience today — is critical for the future and we believe silicon, optics and software are the technology levers that will deliver this outcome.
“Cisco’s technology strategy is not about the next-generation of a single product area. We have spent the past several years investing in whole categories of independent technologies that we believe will converge in the future — and ultimately will allow us to solve the hardest problems on the verge of eroding the advancement of digital innovation. This strategy is delivering the most ambitious development project the company has ever achieved.”
Visit the next page to read about the dramatic performance improvements in the new products.
Building the Internet for the Future begins now
By JONATHAN DAVIDSON, SVP and general manager of Cisco’s Service Provider Business
“We do not remember days; we remember moments.” Those words from Cesare Pavese have been one of my personal favorites. Interestingly, we remember thesesignificant, or “flashbulb” moments in our lives in vivid detail. We rememberexactly where we were, whom we were with, what we felt, or even what we werewearing. One of my flashbulb moments was 20 years ago in 1999 when Brandi Chastain made the winning penalty shot during the Women’s World Cup inspectacular fashion. At the time, I was coaching my oldest daughter’s soccer team.That victory felt like the start of something big. It had this wonderful feeling thatwomen’s soccer was going to change for the next generation.
I believe we are having one of those “flashbulb” moments right now in the networking industry. Years from now, we will look back and remember this moment in time. Because today, Cisco revealed breakthrough innovations sosignificant and expansive, they will change the economics of the Internet forthe next generation.
Significant technological innovations have defined human history. The steamengine replaced muscle with machinery. With the telegraph, communications exceeded the speed of animals. And, with the Internet, information wasdigitized, and global communities were created.
IP infrastructure connects our world. The Internet has profoundly changed the waywe work, live, play, and learn – anything, anywhere, anytime. The results are astounding. Our ability to connect and collaborate has caused society to evolve faster than ever before. We have made more progress in mitigating wars, preventing famine, and curing disease in the last 35 years than in the previous35,000.
Today is the moment when we enter a new phase of the Internet. Technologiessuch as 5G, IoT, 3D printing, and advanced analytics are connecting more, increasing participation, and pushing digitization further. And as a result, industries like mining becomes safer, agriculture becomes more efficient, transportation becomes autonomous, and healthcare becomes wellness-driven, not crises-driven. The possibilities are endless. And service providers will be the catalysts for changing economies, countries, and the world because at the very heart of this next transformation is the network infrastructure that makes it all possible.
The route to success for service providers is not straightforward or simple. There are fundamental business challenges. Networks, which are already huge, must become even more massive. And to succeed, service providers need to transform not only their infrastructure but their operations and their business models as well.
Our current network economics will begin to break as we evolve to operate at massive scale. The physics behind our past achievements are already showing signs of slowing down, while traffic growth continues to accelerate. So far, performance increases have helped to reduce the cost of traffic at about the same rate that traffic has increased. $1 in CapEx today does eleven times the work that it did just a few years ago. However, continuing with the status quo will likely lead to a significant increase in CapEx unless we reinvent the rules.
The cost of operations must be reduced too. Today, many operators spend almost $5 in OpEx for each $1 of CapEx. With current network management technology, that situation is likely to get worse, as the larger a network becomes, the more inefficient it is to operate unless we reinvent the rules.
With innovation from a technology pioneer that spans multiple dimensions across silicon, optics, software, and systems to create entirely new network architectures, this is that “flashbulb moment” when Cisco is redefining the economics of the Internet.
Redefining the economics of the Internet has to begin at the foundation. The very “DNA” of the Internet itself. The engine to a car. Silicon.
Moore’s law is stalling. While the rest of the industry slows down from the physics of traditional approaches, we have unlocked new dimensions of innovation. By rethinking silicon design entirely, we can deliver industry-leading performance today and create a “fast lane” to the future. We are excited to introduce our groundbreaking programmable silicon architecture, Cisco Silicon One. The first member of this new family, Cisco Silicon One Q100, delivers over twice the network capacity and twice the power efficiency over any other silicon. It is the first routing silicon to break through the 10Tbps barrier without compromising carrier-class capabilities (e.g., feature richness, large buffers, advanced programmability). And Cisco Silicon One is available right now; we won’t make you wait for it.
The innovations in Cisco Silicon One bring significant value to lowering operational costs as well. In the past, multiple types of silicon have been used across a network and even within a single device. Feature development was inconsistent. Telemetry varied dramatically.
Operators had to spend too much time and effort coordinating and testing parity of new features across the network. Now, a single silicon architecture can serve different market segments, different functions, and various form factors for a unified experience that dramatically reduces costs of operations and time-to-value for new services.
Optic costs matter. At lower interface speeds, optics were roughly 10% of the total solution cost, and systems accounted for the remaining 90%. At 400G and beyond, that equation flips. Optics become the dominant part of the total spend.This dynamic needs to change, a long-term strategy is required to make it easier to deploy both short-reach and long-haul optics solutions.
Cisco is investing in technologies like silicon photonics to accelerate the adoption of 400G and prepare for the future beyond 400G. Our recent acquisition of Luxtera brings a highly automated wafer-scale manufacturing process to Cisco that improves production volumes and quality.
If silicon is the engine of a car, the software is the steering and suspension to enable phenomenal handling. Even the world’s most advanced silicon can be wasted without the right software to steer correctly and operate smoothly. Imagine the ride at 400 km/h without proper steering and suspension. Any unfortunate bump or turn could be disastrous.
To redefine the economics of operating a network, the Internet of the future needs software that recognizes operations is just as important as functionality. Cisco IOSXR7, the new release of our industry-leading Networking Operating System (NOS), has been overhauled to prioritize operations – with simplicity and automation. It has been simplified to reduce required resources, install procedures, and deployment efforts (e.g. zero-touch).
Most notably, XR7 has been completely modernized. XR7 is the first-of-its-kindcloud-enhanced NOS. XR7 can leverage new cloud-delivered SaaS deployment models from Cisco Crosswork Cloud to enhance operations. Now, operations team scan optionally consume insights and analytics as a service for agile, proactive management without the risks and resources of traditional models.
Now, we get to the “car” itself. With new silicon and new software, we can build new systems that have the performance, efficiency, and operational improvements to meet the next wave of traffic demand. Today, we introduce theCisco 8000 series routers, new systems optimized for high-density 100GbE and400GbE, including:
- 2 fixed platforms – providing 10.8Tb/s of network bandwidth starting at I RU
- 3 modular form-factor platforms – 8 slots, 12 slots and 18 slots delivering upto 115 Tbps, 172 Tbps and 260 Tbps respectively
These are systems designed without compromise and with a very bright future.No oversubscription. Full fabric redundancy. Power efficiency down to as little as4 Watts/Gb. That is 1/4 to 1/5th the amount of power that our nearest competitor uses. And a “clean sheet” design allows us to grow into 1.6 TbE interfaces and beyond.
Wait, there’s more. The most distinctive characteristic of the Cisco 8000 relates to trustworthiness. Networks are critical infrastructure as they connect industries,finance, utilities, and governments and service providers must maintain the integrity of their infrastructure. The chain of trustworthiness begins by knowing whether or not the hardware and software are authentic. The Cisco 8000 Series are equipped with tamper-proof hardware that serves as the root of trust to prevent any modification of the hardware or software. Next, the NOS, XR7, works with Cisco Crosswork Cloud to provide real-time visibility and control to deliver the trustworthy networks that the Internet requires.
To grow to the size and capabilities that the next generation will demand, the Internet requires fundamental changes. We reinvented from the ground up, the DNA, the performance curve, operations, trust, and even the rules. We reinvented what Cisco does best.
And these reinventions will allow us to build the future on new architectures –converged, cloud-enhanced, and trustworthy. We that work in the networking industry will hopefully remember this moment years from now. I hope it is just as vivid a memory as Brandi Chastain’s winning goal 20 years ago.