EVOLU

TION O

F

SOCIAL

MED

IA

BILL B

ALDERAZ

ALISON C

IRCLE

AGENDA

Talking at People

Two Way Conversatio

nsResearch

Future - What’s next?

Case Study

TALKING AT PEOPLE

The beginning of Social Media: 1996-2006

MySpace, GeoCities, Tripod, etc.

TALKING AT PEOPLE

One-way conversation

Write to people Write about somethingDidn’t get a message backVery one sided

TWO WAY CONVERSATION

Conversations Start to Happen: 2006-2010

Facebook, Twitter

Consumers and Brands talking to each other

FEMA- do not use cell phones to tell people you are okay, use twitter, Facebook, etc.

Talk to your senator on Facebook, twitter, etc.

TWO WAY CONVERSATION

RESEARCH

Social Media is used for Research: 2010-present

Twellow, Angie’s lists, yelp

RESEARCH

Consumers: use social media to do research by asking other consumers what products to buy

Anything from a Car/house purchase to pet groomers, restaurants, clothing stores, etc.

RESEARCH

Brands: Use social media to find out what their target audience is talking about

Research on age, demographics, income, etc.We believe this information is accurate:

People don’t know they are being watched with social media

Huge amount of information and samplings, speed

FUTURE

Looking forward with the information we have to what might happen next…

Presidential Elections: based on social media discussions might more accurately predict then polls

Global Warming: predict weather patterns based on social media keywords

Ex: early plants, rain, etc.

FUTURE

Unemployment: predict rate in future based on what people say on social media

Ex: laid off, unemployed, etc.

Flu outbreak: predict flu outbreak based on social media posts Ex: sniffles, stomach ache, etc.

ALISON C

IRCLE

DIREC

TOR O

F M

ARKETIN

G & S

TRATE

GIC

PLANNIN

G

COLUM

BUS MET

ROPOLITA

N LIB

RARY

CUSTOMER RESEARCH: DEFINES THE MARKET

Driving Park Penetration Rate By Age

0%

10%

20%

30%

40%

50%

60%

1-4 5-9 10-14

15-17

18-20

21-24

25-34

35-44

45-49

50-54

55-59

60-64

65-74

75-84

Cardholder Database Research20,745 residents live within a 1-mile radius of the branch7,396 cardholders live within a 1-mile radius of the branchBranch has a market penetration rate of 36%Penetration rates varied from 20% to 53%

CUSTOMER RESEARCH: DEFINES THE MARKET

Claritas PRIZM ClustersStandard-setting target marketing since 1973Lifestyle and behavior precision segmentationCombines demographic, consumer behavior, geographic information to target customers

CUSTOMER RESEARCH: DEFINES THE MARKET

CUSTOMER RESEARCH: DEFINES THE MARKET

CUSTOMER RESEARCH: DRIVES YOUR BRAND

Value MessageReady to Read CorpsAt-Risk Literacy

CUSTOMER RESEARCH: DRIVES YOUR BRAND

Value MessageJob Help Centers50,000 in 2011

CUSTOMER RESEARCH: DRIVES YOUR BRAND

Value MessageTransformational AgencyChanging Lives

CUSTOMER RESEARCH: CHANGE BEHAVIORS

CUSTOMER RESEARCH: CHANGE BEHAVIORS

• Increase usage• Target users in the sweet spot• Develop tools • Define what behaviors we want

to specifically drive and measure

Strategy for

Occasional Users:

CUSTOMER RESEARCH: CHANGE BEHAVIORS

CUSTOMER RESEARCH: CHANGE BEHAVIORS

CUSTOMER RESEARCH: CHANGE BEHAVIORS

CUSTOMER RESEARCH: CHANGE BEHAVIORS

• Development of business plans

• Enhanced research studies

• Goals for the web

Outputs to

Outcomes

CUSTOMER RESEARCH: MEASURE IMPACT

Business Plan GoalsWhat’s our outcome What is successHow do we measure it Sunset Plans based on measurementRepeatable practice

“This changes everything.”

CUSTOMER RESEARCH: MEASURE IMPACT

Enhanced Research Studies

The Ohio State University Summer Reading Club study

CUSTOMER RESEARCH: MEASURE IMPACT

CUSTOMER RESEARCH: MEASURE IMPACT

Enhanced Research Studies

The Ohio State University Summer Reading Club study

7 Years in the Waiting!

Set goals for key website pagesIntegrate all channelsMinute-by-minute measurement

CUSTOMER RESEARCH: MEASURE IMPACT

QUESTIONS

THANK Y

OU!

FOLL

OW B

ILL O

N TW

ITTER!

@BBALD

ERAZ

FOR M

ORE INFO

RMATIO

N, VIS

IT

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W.FATH

OMDELIVER

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