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RETAIL PERSPECTIVE >> SOCIAL MEDIA INTELLIGENCE

Social can do a lot more for your brand and campaigns than followers

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Marcus Tewksbury is a product strategy and business development expert with over 15 years of experience defining, marketing, and ultimately selling new B2B marketing services and technology offerings. Today, Marcus focuses on strategic accounts for Experian Marketing Services, a powerful new agency model focused on driving relevant messaging based on sound customer intelligence, where he partners with marketing executives on how to best harness their customer relationships to develop "big ideas" that open new markets and expands revenue opportunities with existing ones. Over his career he has successfully launched dozens of products that have generated millions in revenue and been adopted by brands like Alterian, Baxter, Coach, Eddie Bauer, Hallmark, Hot Topic, Kaloo, KAO, Microsoft, Restoration Hardware, Service Master, Tower Records, ULTA, Walgreens, Wal-Mart, West Marine, Williams Sonoma. Marcus is a frequent speaker, having appeared at events for the American Marketing Association (AMA), Canadian Marketing Association (CMA), Direct Marketing Association (DMA), Integrated Marketing Summit, The Economist, Media Post, and Illinois Technology Association (ITA). His writing and presentations have appeared or been cited in numerous publications like Mashable.com, USAToday, Wall St. Journal, and the Word of Mouth Marketing Association (WOMMA). He has also been a guest lecturer at numerous universities such as Georgetown, Northwestern, DePaul, U. of Chicago, and York. More on Marcus’s thought leadership can be found on his award winning blog http://themarketingmojo.com.

Marcus Tewksbury

Vice President, Strategy and Consulting ------------------------------------------------------------------------------------

Experian | 955 American Ln. | Schaumburg, IL 60173

Office: 224.698.8357 | Mobile: 312.404.4835

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AGENDA

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• Building Blocks (Customer Intelligence Framework)

• Price of Admission (Buzz Monitoring)

1. Reverse Lookup (Facebook Append)

2. Kevin Bacon (SocialCRM)

3. Beating Vegas (Social Media Insights)

• Must, Should, Could

BUILDING BLOCKS

Customer Intelligence Framework

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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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It’s not MAGIC!

PRICE OF ADMISSION

Buzz Monitoring

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Domain Terms

Handle

Location

Post

Date

Followers

Anatomy of a Mention

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REVERSE LOOKUP

Facebook Append

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~7B

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Sample Match Results

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• Time of last Facebook activity for matched Facebook user accounts:

• Past week: 14%

• Past month: 33%

• Past 3 months: 70%

• Past year: 100%

37% of the 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

KEVIN BACON

SocialCRM

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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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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.

We know you’ll this

BEATING VEGAS

Social Media Insights

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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.

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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

Ranging the

Target

STEP 1

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“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

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… 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

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Ap

ril

May

Jun

e

July

Au

gust

Sep

tem

ber

Oct

ob

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No

vem

ber

Dec

emb

er

Jan

uar

y '0

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Feb

ruar

y

Mar

ch

Ap

ril

May

Jun

e

July

Au

gust

Sep

tem

ber

Oct

ob

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No

vem

ber

Dec

emb

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Jan

uar

y '1

0

Feb

ruar

y

Mar

ch

Ap

ril

May

Jun

e

July

Au

gust

Sep

tem

ber

Oct

ob

er

No

vem

ber

Dec

emb

er

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

Ranging the

Target

STEP 1

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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

Finding the

Scent

STEP 2

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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

Finding the

Scent

STEP 2

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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

Finding the

Scent

STEP 2

Mind mapping the key influencers and the primary

themes

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Following the Trail

STEP 3

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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.

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

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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

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2

3

4

5

6

7

8

10

9

Conversation trends to watch – low volume but high growth

Following the Trail

STEP 3

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

MUST, SHOULD, COULD

Action plan on where, when, and how you could get started

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MUST:

DEVELOP A

PLAN FOR

WEAVING YOUR

MULTICHANNEL

NET

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SHOULD:

BEGIN TRIAL

WITH NEW

CAPTURE &

MEASUREMENT

TECHNIQUES

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COULD:

APPOINT

LEADER TO BE

VOICE-OF-THE

CUSTOMER

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© 2011 Experian Information Solutions, Inc. All rights reserved.