33
| Date post: | 27-Jan-2015 |
| Category: |
Documents |
| Upload: | infini-graph |
| View: | 113 times |
| Download: | 2 times |
2
SOCIAL TARGETING : UNDERSTANDING SOCIAL MEDIA DATA MINING & ANALYSIS
Image by Michael Wu
3
UNPRECEDENTED COST-EFFECTIVE ACCESS
•Twitter has reached 90 Million tweets a day
•Facebook is now over 500 Million
•eMarketer - 2010 social network spending will rise nearly 20 percent, to $1.68 billion, up from an earlier forecast of $1.3 billion in December.
4
HYPER COMMUNICATION IS NOW
Consumers provide information on what
they are into
5
THE SOCIAL UNIVERSE
The Social Graph is EXPANDING
Image by JESS3
6
CONSUMER HAVE MANY MEDIA CHOICES
Social Context and Data is MASSIVE for intelligent targeting
Social Database
7
FACTS ABOUT SOCIAL TARGETING
• You’re 5 times more likely to respond to marketing messages from a brand a friend uses than a brand with which they have no prior affinity
• Social targeting leverages the most powerful contacts of existing brand fans
8
FACTS ABOUT SOCIAL TARGETING
• Social targeting companies license anonymous data from social networks, blogs and messaging platforms
• Strong connections are identified by factors such as how recent the interaction is, how frequent it is and whether it’s reciprocated
9
WHAT ARE SOCIAL ADS
10
1-800 FLOWERS.COM SEES CTR LIFT
11
FRIENDS TRUST FRIENDS
Knowing your friend “Like” something is greater than any advertisement can create −WHY? Friend to Friend
Affinity and Trust
12
TRANSFORM CRM INTO SOCIAL RELEVANCE
Makes $45k-$65k/yr
Account Executive
Works in IT space
College Graduate
Straight
Enjoys Scrapbooking
Doesn’t Smoke
Does Drink
Watches The Office
Likes Tome Hanks
Listens to Pop Music
Reads C.S. Lewis
Watches Comedies
Likes Miami Heat
Drinks Starbucks
Eats at Chili’s
Shops at Macy’s
Likes the beach
Gets Manicures
Supports YMCA
Conservative
Christian
Amber [email protected]
Found on
SingleNo Children
Around 5’7”
Female
25-30 Years Old
Lives in Miami, FL
Athletic White
13
SOCIAL INTELLIGENCE- CONNECTING THE DOTS
• Influencer Rank• Blogs• Twitter Reach & Effectiveness• Comment Volume• Content Consumption Graph
In your data today:
Chase McMichael1051 Menlo Oaks Dr.Menlo Park CA 94025Married, Father of 3Income LevelEmail AddressPhone Number
Industry Normalized Data To Increase Usability Based on SIC Codes
• Work History• Friends/Community• Education Level• Brand Preference• Political Affiliation • Entertainment • Sports Affiliations• much more …
14
SOCIAL DATABASES SOCIAL CRM
• The creation of these Social Database enables the ability to mine all that information allowing you to find and connect conservationists and the Collective Consciousness flow to identify people interested in particular topics
15
SOCIAL DATABASES SOCIAL CRM
• By capturing their user name and then following them once they follow you back a direct message is sent – this new form of mass marketing mass messaging its already being done today
16
EXPANDING SOCIAL CRM - THE DATA SIDE
HIGH-VALUETARGET SEGMENT
17
TOP RANK AFFINITIES – SOCIAL KEYWORDS
People into a top baby product and its other affinitiesProvides insight for co-marketing, social ad optimization and influence targeting.
18
SPORTS CROSS RELEVANCE
Active fan of the Colts are also active vans of these teams
19
SOCIAL AD TARGETING WORKS!
• Advertisers say the new wave of social-networking targeting is registering impressive results.
• Daphne Liska, senior manager of Internet marketing at eBay, said the 33Across campaign was more successful than standard online ads."
20
FACEBOOK AD BUY INTERFACE
21
WAYS TO TARGET SOCIAL ADS
• Serve ads on where friends graph is directly connected
• Use social graph information to do retargeting on other ad networks
• Mine your own data target based on relevant affinities and context
22
CONTEXT MATTERS - PROOF
• Complex.com wanted to see proof that Social Intelligence would increase Click Through Rates (CTR)
• The promotion: The 50 Most Badass Premier Legue Moments of the 2000’s
Results
• Increased the (CTR) by 58% from the original post
• Generated a 66% increase in Re Tweet driving broader social reach.
23
CONTENT IN CONTEXT – ITS HOT!
24
SOCIAL RESONANCE WORKS
InfiniGraph ranks shared content based on people connections, influence and brand affinity associations to identify Trusted Content Sources
25
CONTENT CONSUMPTION GRAPH
Before After
Facebook & TwitterContent Stream “Feed”
“The Content Stream”What is the health of your feed?
2626
ADS TARGET BASED ON CONTENT
Social Ad - 4% CTR
2727
INTELLIGENT CONTENT AUTOMATION
Company Branding
Sponsor Ad Insertion Like, Share, Buzz & ReTweet
Content processing, link shortening, hash-tagging, ad insertion & distribution
Trusted Content Sources
28
THE PROBLEM
Deliver relevance to the target consumers who drive purchasing,
sharing and conversationPeter Bordes: “I think we are heading into the "age of relevance" which moves beyond search, and this is a win win in regards to marketing and advertising... its also a win win for the consumer as it cuts down on noise.”
29
CONNECTIONS ANALYSIS
Real-time social analysis of brands’ social community connections and content interaction to intelligently target the relevant audience
30
EMPOWERING TARGETING
Without engagement, you won’t be moving the needle on the metrics that really matter
Can social targeting increase engagement?
Short Answer – Yes
31
PRIVACY CHALLENGES
• Behavioral targeting on social connections will open up a whole new host of privacy issues
• Does the consumer know they are being targeted
• Media6Degrees’ Phillips says “Privacy doesn’t tend to be one of the top concerns”
32
TAKE AWAY
• Social Ads work as seen with the growth of ad targeting on Facebook
• Social graph and data is ad targeting nirvana
• Relevance is critical to making social ads work
• Enabling customers to opt out is a must have
33
THANK YOU!
Twitter @chasemcmichael @infinigraph
[email protected] http://blog.infinigraph.com. All rights reserved.
