The Behavior Platform
Adena DeMonteDirector, Marketing
@adenademonte@badgeville
MARKETERS STILL HAVE TROUBLE MEASURING VALUE OF SOCIAL MEDIA…
62% of marketers and agencies planned to spend more money on social media compared with six months ago
Only 12% think it works in an ad campaign
25% said they don’t understand the value of social media.
Source: Collective Study
Congratulations!You have five million ‘likes’ on
Facebook! You have 50,000 Twitter followers! 15,000 people +1 your post on
Google+! 5,932,425 like this
82,840 are talking about this
But who owns your data?
How do you growlifetime user value?
Pages on average got only 29% of fans to visit the page at least once, and even that number was affected by a relative few highly successful brand pages.
***The median fan page only got 7.5% of fans to visit over the three-month period. – AdAge / ComScore
“Marketers Spending Big on 'Social Ads'
That Drive Traffic to Facebook”
WHO ARE YOUR FANS?
Facebook says that its policy doesn't allow companies to collect information from users, even with a user’s permission, that the companies don't need in order for the applications to work.
Application makers also aren't allowed to share that personal information with third parties, according to Facebook policy.
Wall Street Journal“Facebook’s Brand of Loyalty”
NEW FACEBOOK METRICS DON’T TELL YOU: WHO ARE THESE PEOPLE?
Source: Forbes
In the last quarter, Facebook CPC Advertising Cost Rose 54%.
FACEBOOK IS A MEDIA PLATFORM
YOUR MARKETING MESSAGE GETS LOST IN THE BLACK HOLE, UNLESS YOU RENT YOUR FANS BACK
• More than 900 million objects that people interact with (pages, groups, events and community pages)
• Average user is connected to 80 community pages, groups and events
• More than 2 billion posts are liked and commented on per day
• On average, more than 250 million photos are uploaded per day
Source: Forbes
Traffic
Conversions
Spread a Cause
Unique Users
Influence
Social Followers
Product Reviews
Lifetime User Value
Advertising $
Link Shares
Move Merchandise
Repeat ShoppersBrand Loyalty
Viral Marketing
“Likes”
Retention
Sales
Page Views
Donations
2012 IS THE YEAR MARKETERS BRING SOCIAL TO THEIR OWN USER EXPERIENCES AND TAKE CONTROL BACK OF FAN DATA.
EVOLUTION OF NETWORKS
First, there was a website. The site has content.
THE BEHAVIOR GRAPHYOUR PROPRIETARY USER GRAPH
SocialGraph
Social network owns your data
99% of user’s social graph not relevant to your community
Social network controls your user privacy settings
Constrained Interaction designed to send YOUR users back to Facebook
Dataset=what people SAY they liketo drive your business
Behavior Graph
You own your data
100% of users w/ similar interests connect on your community
You control user privacy settings
Specific to Your Site & Communities. Designed to keep your users on site
Data on what people ACTUALLY DO to drive your business
CUSTOMER ENGAGEMENT
Rep
uta
tion
Loyalt
y
Soci
al
Engagement
Behavior Analytics
The Behavior Graph
RewardsProcess
Gamification
Status PrivilegesAuthority
Community
SharingDiscovery
HIGH LOYALTY
MEDIUM LOYALTY
LOW LOYALTY
ENGAGEMENT LADDER
ARE YOU GIVING YOUR
HIGH LOYALTY USERS THE
TOOLS TO BROADCAST
THEIR AFFINITY?
DO YOUR USERS KNOW WHAT YOU’D LIKE
THEM TO DO?
Engagement Types
INDIVIDUAL
SOCIAL
LOYALTYREPUTATION
GAMIFICATION MEETS SOCIAL
Game mechanics Map to Maslow’s hierarchy
The Psychology behind Game mechanics
PROPRIETARY & CONFIDENTIAL – ALL RIGHTS RESERVED 2011 ©
REPUTATION
Game mechanics have been motivating us since we were kids…
Intrinsic Motivators
Virtual Rewards
Status & Recognition
REPUTATION
REPUTATION
BEAT THE GMAT
BEAT THE GMAT
SOCIAL LOYALTY
Traditional Loyalty Programs are Applied Game Mechanics:Loyalty Programs Rewards Status
LOYALTY
Extrinsic & IntrinsicMotivators
Real Prizes“Win VIP passes to meet the band”
Virtual Rewards
Intrinsic Motivators
Virtual Rewards
Status & Recognition
KINGS HAWAIIAN
KINGS HAWAIIAN
KINGS HAWAIIAN
SOCIAL
Real-Time Alerts
Relevant Notifications
Activity Streams
User-to-User Following
SOCIAL
SOCIAL
SOCIAL
BEHAVIOR ANALYTICS
Quantify User Engagement
Measure Active & Lapsed Users
Gain Insight with Behavior Analytics
Track User Cohorts & Segments
Think about your audience data in a whole new way. Tie identity to behavior for a deeper level of insight into the health of your community.
BADGEVILLE RESULTS
Lift in Facebook Likes and Twitter Retweets
More posts and contributions from users
Increase in social referrals through Facebook and Twitter
Average increase in business objectives tied to user behavior25%
104%
90%
53%
The Behavior Platform
Thank You!For More Information Contact: [email protected]
or visit www.badgeville.com
Adena DeMonteDirector, Marketing
@adenademonte@badgeville