How marketers can use social media intelligence to make money
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© 2010 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Information Solutions, Inc.
GONE FISHING
How to weave a net with digital and social to gain competitive customer insight
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INTRODUCTIONS
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4
5
6
TARGETING
CAMPAIGN DESIGN
OPTIMIZED
OFFERS
MODELING
BEHAVIORAL ANALYSIS
CONSUMER
INSIGHTS
SOCIAL MEDIA
WEBSITES
TV
DIRECT MAIL
CALL CENTER
STORE
SEARCH
SYNDICATED
INTEGRATED
PROFILES
8
Customer Engagement Framework
AGENDA
9
• Framework
– Ice Breaker
• Digital
– Ice Breaker
• Social
– Ice Breaker
• Next Steps
FRAMEWORK
Providing a big picture of how the pieces fit together
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Source - http://www.youtube.com/user/Socialnomics09#p/u/19/NhPgUcjGQAw
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Not everyone in marketing needs to be a technologist.
Just like not everyone in
marketing is a “creative.”
But technology and data
must be one of the pillars of new marketing.
You’re already responsible for the outcome of marketing technology.
Shouldn’t you be the one
driving?
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19
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Capturing Behavioral Interactions Visibility into all the channels or interaction, covering where and when engagement occurs
SOCIAL
WOM Syndication
MOBILE
WAP SMS
DIGITAL
Display Email …
TRADITIONAL
Media Direct …
3RD PARTY
Syndicated …
Once you have an understanding of who your best customers are, you then need to be able to identify the channels and campaigns that are the most effective.
On the surface, this is intuitive, but in our highly fragmented, socially connected digital world it is difficult to realize.
Append E-mail Addresses
Append credit, survey, and so
much more
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Linkages
• Name • Address • Zip+4 • Phone • DMA • Store • ConsumerView
• IP • Cookie • MAC-Address • UserID • OpenID • Email
• Handle • Domain • Social-graph • Followers
• Number • DeviceID • Geo
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Linkages
Where we start depends on where you are today…
CHANNEL EXECUTION
CHANNEL OPTIMIZATION
MULTI CHANNEL MARKETING
CROSS CHANNEL OPTIMIZATION
file based list processing
single channel, fire and forget
faster cycle times
Persisting results over time
scoring, modeling, and advanced segmentation
enabled across multiple platforms
voice of customer per channel
response attribution
recognizing channel preference
personalized interaction
consolidated view of customer
revenue / outcome causation
triggered and drip campaigns
24
Marketing Sophistication Curve
FRAMEWORK
ICE BREAKER
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Paul has started to view diet and weight loss forums (e.g.
minimins.com) to try and find out the best way forward but
doesn’t contribute much. He has not dieted before and is
confused by conflicting advice on forums.
Where on Social Media can we find Paul?
Paul: Suddenly self-aware
Older male who has suddenly realised his
weight has become a problem, and is
determined to get back to his old, confident self.
50, US
Emotional Rational
Paul has never dieted before and although always slightly heavier
maintained a healthy lifestyle. However, following his separation
from his wife 2 years ago, he started overeating and not exercising,
and is now taking stock of his weight gain.
Paul’s Journey
Paul’s Mindset
Paul is embarrassed and surprised by how his situation has crept up on
him, and wants a quick solution to the problem. He is determined to get
back to his healthy, active lifestyle.
Paul’s Passion Points
Paul loves watching TV with a beer in the evening, going out for
dinner with his friends and walking his dog. Work is important to
him, and he spends much of his day in front of a computer.
Paul is assessing his options, and is aware that alli exists,
however doesn’t know enough about it. He asks a few
questions to find out more but hears a lot of conflicting
advice and not sure what to think.
He is motivated to consider alli because he’s looking for a
solution which will help solve his weight issue and get him
back on the path to a healthy, active lifestyle.
Shock Determined Embarrassed
Change Confidence Unhealthy
Surprised Realisation
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DIGITAL
Converting anonymous footprints into actionable insights
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A.
1.
2.
Anonymous Append
Online Prospect Scoring
Visitor Tracking
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A
32
A
33
A.
34
A.
35
1.
36
Experian is the 5th largest display media advertisers.
Universe of 50 million registered users and growing every day
1.
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1.
38
2.
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2.
40
Panel of 10MM households…
Use an internet
connection provided a partner ISP
Whereby their entire browsing
and searching history is
exposed and connected to a physical name and address
2.
41
2.
VS.com
Bras
Lingerie Panty
…..
VS.com
Fredericks
HerRoom Soma
…..
Build Scoring Framework
42
Sites Visited
Search Terms
Sending Digital Buying Signals
2. Append all ConsumerView attributes to each record in the “hot zone.”
3. Evaluate which attributes and combination are most predictive of online interest
1. Query online panel for members showing high interest in relevant areas.
Data points here are just for illustrative example. The exact terms would be defined during Identify Online Behavior step.
2.
Analyze Against Past Campaigns
43
1. Create test segments based upon highest attribute correlation
Data points here are just for illustrative example. The exact terms would be defined during Identify Online Behavior step.
No-
Prospect
Depth
? % Response Rate
2. Compare estimate response rates of Online Panel versus prospecting model. Does the Online outperform always? At certain deciles of confidence?
? % Response
Rate
2.
DIGITAL
ICE BREAKER
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45
• % Anonymous?
• Online scoring?
• Online segmentation?
• Joined a cookie pool?
• Digital prospecting?
• Re-targeting?
• Cross-channel re-marketing?
SOCIAL
Isolating insightful truths amongst the buzz of social gossip
46
SOCIAL CRM :: (AS DEFINED BY A PRAGMATIC, NUMBERS DRIVEN MARKETER)
Leveraging the social channels, all of them, because they
are many, to gain actionable (trigger-able) insights that can
be used to drive messaging and contact strategy in other
channels.
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4.
5.
Connecting Coding & Counting
Reverse Append
3
50
3
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~7B
3
Sample Match Results
52
• Time of last Facebook activity for matched Facebook user accounts:
• Past week: 14% (368)
• Past month: 33% (863)
• Past 3 months: 70% (1,827)
• Past year: 100% (2,594)
37% of the 7,000 cross-referenced emails match a Facebook user account
70% of matching Facebook accounts were active within the last 3 months
16 of the 2 ½ thousand matching users were Fans of Facebook page
3
53
4.
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4.
Social ≠ First Click Measure the social effect of an ad, email or post, not just the first click Techlightenment’s Social Attribution platform helps you to understand who engaged, converted and interacted with your brand and the value of those interactions across generations of activity.
4.
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4.
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5.
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5.
Experian Social Monitoring Research Methodology
STEP 1 Ranging
the Target
STEP 2
Finding the
Scent
STEP 3
Following the Trail
STEP 4 Painting
the Target
Importance of benchmarking. Meaning to most social media data is based upon relevant
landmarks. These can be generated by competitive comparison or historical trending
(accounting for aggregate growth of social).
Goal is to be simple and scalable. Heritage of consumer data, marketing analytics, and database
technology fuels unique approach to harnessing unstructured social data and applying it to
actionable audiences.
5.
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Income level: “Upper Middle / Lower
Upper”
Frequency: Transacts 3-5 month
Average Basket: ~$85
Basket Count: 16 items
Media Plan: “Sex in the City”
Loyalty Level: Platinum
Channel Coverage: 4 (Store, Social, Email,
Direct)
Mosaic Code: “A04 – Serious Money”
“Super Mom”
Pen Portraits represent a jumping off point…
… for deeper insight discovery and recommendations for specific messaging
5. Ranging the
Target
STEP 1
5.
62
“Super Mom”
Ranging the
Target
STEP 1 "cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying"
"son" and "bullying"
"daughter" and "bullying"
"daughter" and "the pill"
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody"
"family" and "friendly"
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays"
"family" and "holidays"
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex"
"teenager" and "sleeping together"
"daughter" and "facts of life"
"son" and "facts of life"
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys"
"working mother"
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan"
"meeting other parents"
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets"
"living on a budget" and "children"
"Saving money" and "family" and "Kids"
"mum" and "Duracell"
"mother" and "Duracell"
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets"
"mother" and "Gillette"
"mum" and "Gillette"
"mum" and "Lenor"
"mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor"
"mum" and "Olay"
"mother" and "Olay"
"mother" and "Oral B"
"mum" and "Oral B"
"mother" and "pampers"
"mother" and "Pantene"
"mum" and "pantene"
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care"
("mother" or "mum") and "stains"
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
1 Diet 1. Children's health
2 Health
3 Household cleaning
2. Domestic issues
4 Family group 3. General family issues
5 Health 4. Mothers issues
6 Back to work
7 Stay at home
8 Work
9 Bullying 5. Universal parenting issues
10 Contraception
11 Discipline
12 Divorce
13 Family friendly
14 Fostering
15 Holidays
16 School
17 Sex
18 Travel
19 Work
20 Budgeting
21 Let off steam 6. Social release
22 Socialising
23 Always ultra 7. Target brands
24 Duracell
25 Fairy
26 Gillette
27 Lenor
28 Max factor
29 Olay
30 Oral b
31 Pampers
32 Pantene
33 Pringles
34 Feminine hygiene 8. Target categories
35 Hair care
36 Household cleaning
37 Laundry
38 Skin care
39 Technology support
9. Mothers and technology
40 Alcohol 10. Parenting teenagers
41 Depression
42 Drugs
43 Exams
44 Fostering
45 Piercing
46 Sex
47 Sexualisation
48 Tattoos
Pen Portraits help focus qualitative research on 100’s of magazines, social networks, television programs, etc.
… which results in the preselection of specific terms (86 in this case) and important categories
(11)
"cooking for allergies"
("kids" or "children") and "obesity"
("mother" or "mum") and "cleaning"
("mother" or "mum") and "housework"
("kids" or "children") and "housework"
("kids" or "children") and "chores"
"DD" and ("parent" or "family")
"DS" and ("parent" or "family")
"DH" and "family" and "kids"
"DC" and ("parent" or "family")
"mother" and "breast cancer" and "children"
"daughter" and "cervical cancer"
"Mum" and "anxiety"
"mum" and "stress"
"mother" and "anxiety"
"mother" and "stress"
("mother" or "mum") and " back to work"
"Stay at home mum"
"working mum"
(“mum” or “mother”) and (“home working” or “working from home”)
"children" and "bullying"
"son" and "bullying"
"daughter" and "bullying"
"daughter" and "the pill"
("kid" or "children") and "discipline"
"Child" and "custody" and "Boyfriend"
"Child" and "custody" and "girlfriend"
"divorce" and "children" and "custody"
"family" and "friendly"
"fostering" and ("children" or "kids")
("Kids" or "children") and "holidays"
"family" and "holidays"
("kids" or "children") and "tuition fees"
"Finding" and "Primary School"
"Finding" and "Secondary School"
"daughter" and "boyfriend" and "sex"
"son" and "girlfriend" and "sex"
"teenager" and "sleeping together"
"daughter" and "facts of life"
"son" and "facts of life"
"children" and "games" and "car journeys"
"children" and "entertain" and "car journeys"
"working mother"
("mother" or "DH") and "let off steam"
("mum or "Mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "scream"
("mum" or "mother" or "DH") and "rant"
("mum" or "mother" or "DH") and "moan"
"meeting other parents"
"mother" and "Always Ultra" and "pads"
"mum" and "Always Ultra" and "pads"
"Managing" and "Family" and "Budgets"
"living on a budget" and "children"
"Saving money" and "family" and "Kids"
"mum" and "Duracell"
"mother" and "Duracell"
"mum" and "Fairy Liquid"
"mum" and "Fairy washing powder"
"mum" and "Fairy dishwasher tablets"
"mother" and "Fairy Liquid"
"mother" and "Fairy washing powder"
"mother" and "Fairy dishwasher tablets"
"mother" and "Gillette"
"mum" and "Gillette"
"mum" and "Lenor"
"mother" and "Lenor"
"mum" and "Max Factor"
"mother" and "Max factor"
"mum" and "Olay"
"mother" and "Olay"
"mother" and "Oral B"
"mum" and "Oral B"
"mother" and "pampers"
"mother" and "Pantene"
"mum" and "pantene"
"kids" and "pringles"
("mother" or "mum") and "sanitary towel"
("mother" or "mum") and "hair care"
("mother" or "mum") and "stains"
"family" and "stain removal"
"kids" and "stain removal"
"kids" and "washing powder"
"kids" and "fabric softner"
("mother" or "mum") and "skin care"
1 Diet 1. Children's health
2 Health
3 Household cleaning
2. Domestic issues
4 Family group
3. General family issues
5 Health 4. Mothers issues
6 Back to work
7 Stay at home
8 Work
9 Bullying 5. Universal parenting issues
10 Contraception
11 Discipline
12 Divorce
13 Family friendly
14 Fostering
15 Holidays
16 School
17 Sex
18 Travel
19 Work
20 Budgeting
21 Let off steam
6. Social release
22 Socialising
23 Always ultra
7. Target brands
24 Duracell
25 Fairy
26 Gillette
27 Lenor
28 Max factor
29 Olay
30 Oral b
31 Pampers
32 Pantene
33 Pringles
34 Feminine hygiene
8. Target categories
35 Hair care
36 Household cleaning
37 Laundry
38 Skin care
39 Technology support
9. Mothers and technology
40 Alcohol 10. Parenting teenagers
41 Depression
42 Drugs
43 Exams
44 Fostering
45 Piercing
46 Sex
47 Sexualisation
48 Tattoos
63
… qualitative, semantical research is then validated and refined through “gossip” search investigation…
-20000
0
20000
40000
60000
80000
100000
120000
140000
160000
180000
200000
Mar
ch '0
8
Ap
ril
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Jun
e
July
Au
gust
Sep
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ob
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vem
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emb
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9
Feb
ruar
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Mar
ch
Ap
ril
May
Jun
e
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Au
gust
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tem
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ob
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vem
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emb
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Feb
ruar
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Mar
ch
Ap
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Jun
e
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Au
gust
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tem
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ob
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vem
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emb
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Trend line
Holiday Summer Vacation Back to School
1. Nearly 100K domains 2. Focused on “Family” themes 3. Spanned 3 years 4. Evaluated some 2M conversations
… where search terms are ranged against domains, themes, authors, date ranges and everything else that can be targeted to focus the analysis on relevant, interesting
conversations
5. Ranging
the Target
STEP 1
64
Identify key influencers, categorical elements of authors. Are they motivated by a key issue? Do they achieve a topic
saturation to make them a notable outlet? Etc.
Identifying the biggest influencers
Author Handle No of posts
Lead Conversation Themes
MomA 128 Look after your self tips
MomB 106 Adoption - 2 kids 13 and 17 - positive , active on adoption advice and support
MomC 105 School, teaching, teen behaviour, advice on dealing with difficulties at school
MomD 96 Bereavement, travel, teenagers, general chat
MomE 89 Schools, anxiety, anti-man
Mom1 87 Positive single parent
Mom2 86 Asperger's interest – generally supportive, active in general forums
Mom3 84 Teenage kids, bad relationship, negative outlook
Mom4 79 Money, schools
Mom5 69 Family conflicts
5. Finding
the Scent
STEP 2
65
Influence and authority are mathematically derived from an analysis of the contributor’s social graph. Understanding the
shape of their graph (star, sun, etc.) helps estimate reach, impressions, etc.
Domain People in set
posting at domain
Total postings
Author authorit
y ranking
Overall influence
score* Domain Type
SuperMom.com 12,903 48,320 1 128,421 Parents forum
TheMotleyFool 4,988 12,301 4 44,778 Financial
forum
USAToday 1,231 6,551 10 37,814 National
newspaper
answers.yahoo.com 2 2,646 10 32,588 Discussion
board
twitter.com 10,312 13,519 10 33,824 Microblog
News 88 3,739 10 20,800 News forums
Ning 2,049 4,360 3 17,470
Social forum (aimed at
student but universal)
NYTimes 34 2,794 10 18,581 National
Newspaper
MyLife 1,818 4,317 10 14,509 Entertainment
/ Lifestyle forum
Identifying the top domains 5.
Finding the
Scent
STEP 2
66
Triangulating the time dimension across influencers and domains helps pinpoint
the exact location and people to target for the greatest
effect.
Finding source of sustained interaction and influence
Top 500 Influencers 2010
Top 500 Influencers 2008
Top 500 Influencers 2009
435
430 468
15
44 6
11
59 domains showing sustained influence
5. Finding
the Scent
STEP 2
Mind mapping the key influencers and the primary
themes
67
5. Following
the Trail
STEP 3
68
Identifying and establishing contact with the most influential
Identify the main categories that the most
influential focus on.
Evaluate which social channel (community,
WOM, syndication, etc.) has the greatest
penetration.
5. Following
the Trail
STEP 3
36 32 34
26 25
32 32
35 33 34
-11 15
27 -22
29 35 34
-10 32
6 -15
21 -12
6 4
35 32
-26 -38
-34 -9
-34 35
-1 -5
-12 11
5
-50 -40 -30 -20 -10 0 10 20 30 40 50
69
Finding the trending topics
Feminine hygiene
Cars
Hair care
Home working
Internet security
Household products
Stay at home mum
Skin care
Alcohol
Money
Housework/cleaning
Fashion
Cooking
Me time
Being a working mum
Fostering
Consumer focus
Child safety
Campaigns
Emotional release
Discipline
Technology support
Law/legal
House/home
Bullying
Sex
Family friendly activities
School/education
Holiday
Religion
Health and wellbeing
Holidays
Teenagers
Time management
Politics
Relationships
Family life
National and local news …
Growth of teenage threads in key forums – core unmet need
Rich set of themes within the context of family from morals to money. Talking about the family means talking about the whole of life. This is broken down in the Key Themes analysis.
Growing openness to discuss sex and sexuality
Growing focus on doing things as a family
Peer technology support on choosing and using technology
Growing trends in being active and involved with women's/ family politics / fundraising / activism issues
Growing voice for consumer rights Growing lobby promoting fostering Growing focus on the challenges of being a working mum
Food and cooking in trending as hobby as well as practical living
1
2
3
4
5
6
7
8
10
9
Conversation trends to watch – low volume but high growth
5. Following
the Trail
STEP 3
5.
Opt-in Handl
e
Date
Sentiment
Trends
Aggregate
Product Lifecycle
Brand Preference
Clusters
Domain
“Molecule Theory”
Social Mention
CRM Platform
Code
Segment Variable
While value is created from insight generation that can be leverage in creation of new social campaigns, there is huge potential to appending social insights to known, addressable audiences who can be reach via digital and traditional.
Painting the
Target
STEP 4
SOCIAL
ICE BREAKER
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72
• Basic buzz reporting?
• Social profiling?
• Social scoring?
• Who owns social tracking?
• Using / Considering Connect?
• Calculating clout?
• Targeting influencers?
NEXT STEPS
Action plan on where, when, and how we could get started
73
Where we start depends on where you are today…
CHANNEL EXECUTION
CHANNEL OPTIMIZATION
MULTI CHANNEL MARKETING
CROSS CHANNEL OPTIMIZATION
file based list processing
single channel, fire and forget
faster cycle times
Persisting results over time
scoring, modeling, and advanced segmentation
enabled across multiple platforms
voice of customer per channel
response attribution
recognizing channel preference
personalized interaction
consolidated view of customer
revenue / outcome causation
triggered and drip campaigns
74
Marketing Sophistication Curve
… Five ideas that can be initiated and completed in 90-days with tangible business benefits
75
Social Append
Customers are sharing about themselves and contributing content across the social sphere. Are you listening? Like any other identifiable attribute this information can be captured and appended to your customer hub.
~15 Day Effort
Social Media Insight
Start assessing the social footprint of LBI and competitors. Identify the top influencers and domains as well as trending topics. Produce pen portraits for key segments. Set’s baseline for deeper social discovery.
~60 Day Effort
Social Connect
Estimating the value of a campaign on a single click misses much of the potential impact of an impression. In the age of the customer understanding the reach and impact of influential brand advocates is critical to evaluating spend effectiveness.
~90 Day Effort
Digital Audience Profiling
Being able to identify which segment of local populations are engaging with your sites and where else they go and how they behave online will add value to all your marketing efforts.
~30 Day Effort
Audience IQ – For CRM
~30 Day Effort
Jump Starts
5.
4. 3.
2.
1.
When visitors, whether customers or prospects, come to your domains, do you know much about your audience? And can you respond effectively? With Audience IQ we can start giving you rich profiles on all your visitors.
© 2011 Experian Information Solutions, Inc. All rights reserved.