How marketers can use social media intelligence to make money

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GONE FISHING

How to weave a net with digital and social to gain competitive customer insight

2

INTRODUCTIONS

TARGETING

CAMPAIGN DESIGN

OPTIMIZED

OFFERS

MODELING

BEHAVIORAL ANALYSIS

CONSUMER

INSIGHTS

SOCIAL MEDIA

WEBSITES

EMAIL

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

10

Source - http://www.youtube.com/user/Socialnomics09#p/u/19/NhPgUcjGQAw

11

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?

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

22

Linkages

• Name • Address • Zip+4 • Phone • DMA • Store • ConsumerView

• IP • Cookie • MAC-Address • UserID • OpenID • Email

• Handle • Domain • Social-graph • Followers

• Number • DeviceID • Geo

23

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

25

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

DIGITAL

Converting anonymous footprints into actionable insights

29

30

A.

1.

2.

Anonymous Append

Online Prospect Scoring

Visitor Tracking

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.

37

1.

38

2.

39

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.

Mail

No-

Mail

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

44

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.

48

49

4.

5.

Connecting Coding & Counting

Reverse Append

3

51

~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.

54

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.

56

4.

58

5.

59

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


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


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


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

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100000

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200000

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ch '0

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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

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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



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

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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.

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

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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

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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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• 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.

How marketers can use social media intelligence to make money

Business

Transcript of How marketers can use social media intelligence to make money