Predictive Targeting: How Major Social Networks are Customizing the Search Experience
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Transcript of Predictive Targeting: How Major Social Networks are Customizing the Search Experience
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Predictive Targeting: How Major Social Networks are Customizing the Search
Experience Ansley Sudderth
Social Media Training & Communications
Coordinator
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Join the conversation!
Use #RESocialChat
for the chance to win $20!
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• What is Predictive Targeting?
• Why People Are Searching
• Behaviors that Fuel Search
• ZMOT
• How Brands Are Making Contact and Leaving an Impact
• Real World Examples
• Valuable Links
• Q&A
Agenda
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What is Predictive Targeting?
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Predictive Behavioral Targeting
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Predictive Behavioral Targeting
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Why People are Searching
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Consumers Search to…
• Conduct research/information gathering
• Reconnect with old acquaintances
• Reconnect with new/current acquaintances
• Finalize/solidify purchase decisions
• Gain knowledge/entertain
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Online Behaviors
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ZMOT- Zero Moment of Truth
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ZMOT- Zero Moment of Truth
“Marketers who believe in the Zero Moment of Truth, who
optimize and build their marketing programs around the Zero Moment of Truth,
stand to have a competitive advantage in the
marketplace.“-Jim Lecinski, VP Google
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ZMOT
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ZMOT
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Real Estate Predictions Using Google Trends
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How Brands Are Making Contact and Leaving an Impact
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Shaking Up Search on Facebook
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Shaking Up Search on Facebook
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Shaking Up Search on Pinterest
• Guided Search
• Related Pins
• Promoted Pins
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Shaking Up Search on Pinterest: Guided Search
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1. Download or Update Your Mobile App
2. Tap the magnifying glass search icon
3. Type in something you’re looking for in the search field at the top of the screen
4. Choose “pins” or “just my pins”
5. Suggestions to refine the search query will appear underneath the search field
6. Tap any of the guides to narrow down your search
Shaking Up Search on Pinterest: Guided Search
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7. Select up to three guides
Shaking Up Search on Pinterest: Guided Search
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8. Type in your own search terms if you’d like!
Shaking Up Search on Pinterest: Guided Search
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Shaking Up Search on Pinterest: Related Pins
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Shaking Up Search on Pinterest: Promoted Pins
Coming Soon!
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Shaking Up Search on Twitter
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Getting to Know Your Audience Online
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Ultimate Staycation Guide
Activity suggestions for the ULTIMATE staycation!
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#RESocialChat Valuable Links
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Valuable Links• ZMOT: Zero Moment of Truth
• http://www.youtube.com/watch?v=mEl1fiqLCVM
• http://www.youtube.com/watch?v=g40rrWBx2ok#t=23
• Pinterest Guided Search:
• http://www.mediapost.com/publications/article/227796/pinterest-moves-guided-search-to-desktop-hires-fo.html?edition=73590
• Pinterest Related Pins:
• http://blog.tailwindapp.com/related-pins-pinterest-strategy/
• Pinterest Promoted Pins:
• http://blog.pinterest.com/post/85525195764/the-next-phase-of-promoted-pins
• Five Game Changing Social Updates!
• http://yoursolutions.forrent.com/social-media/5-5-five-game-changing-social-updates-pinterest-twitter
• Share the ULTIMATE Staycation Guide!
• http://blog-cdn.static-homes.com/wp-content/uploads/2013/06/UltimateSummerStaycationGuide.pdf
• http://www.thinkwithgoogle.com/infographics/staycations-summer-travel.html
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Sourceshttp://www.scorchsoft.com/assets/components/phpthumbof/cache/zmot.ef4bdeb45d9e7256117efd07103d6e76165.jpg
http://www.elateral.com/tl_files/elateral/content/Blog%20Images/jim%20lecinski%20of%20google.png
https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcS-DyUntoJydZ4eGLZ-oL1Cv3GErjFVYXPIxvAJma50GkwSz3BRhg
http://blog.90octane.com/blog/wp-content/uploads/2011/09/zmot.jpghttp://2.bp.blogspot.com/-Ti3dVPVm9Og/UQr2rkdaclI/AAAAAAAABqw/tBBQc9qYLmM/s1600/Home-Research-to-Action-Lag.gif
http://sproutsocial.com/insights/wp-content/uploads/2014/04/Pinterest-Guided-Search-Article-Main-Image.png
http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-guides.jpghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.15.pnghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-Categories.jpghttp://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.jpg
http://www.huffingtonpost.com/visualnewscom/how-companies-are-targeti_b_3708980.htmlhttp://rockresearch.com/wp-content/uploads/2014/04/Predictive_Modeling.jpghttp://media-cache-ec0.pinimg.com/736x/6f/06/03/6f060390e78302654b1d85f5287e0684.jpg