The Behavior Platform

Adena DeMonteDirector, Marketing

@adenademonte@badgeville

MARKETERS STILL HAVE TROUBLE MEASURING VALUE OF SOCIAL MEDIA…

62% of marketers and agencies planned to spend more money on social media compared with six months ago

Only 12% think it works in an ad campaign

25% said they don’t understand the value of social media.

Source: Collective Study

Congratulations!You have five million ‘likes’ on

Facebook! You have 50,000 Twitter followers! 15,000 people +1 your post on

Google+! 5,932,425 like this

82,840 are talking about this

But who owns your data?

How do you growlifetime user value?

Pages on average got only 29% of fans to visit the page at least once, and even that number was affected by a relative few highly successful brand pages.

***The median fan page only got 7.5% of fans to visit over the three-month period. – AdAge / ComScore

“Marketers Spending Big on 'Social Ads'

That Drive Traffic to Facebook”

WHO ARE YOUR FANS?

Facebook says that its policy doesn't allow companies to collect information from users, even with a user’s permission, that the companies don't need in order for the applications to work.

Application makers also aren't allowed to share that personal information with third parties, according to Facebook policy.

Wall Street Journal“Facebook’s Brand of Loyalty”

NEW FACEBOOK METRICS DON’T TELL YOU: WHO ARE THESE PEOPLE?

Source: Forbes

In the last quarter, Facebook CPC Advertising Cost Rose 54%.

FACEBOOK IS A MEDIA PLATFORM

YOUR MARKETING MESSAGE GETS LOST IN THE BLACK HOLE, UNLESS YOU RENT YOUR FANS BACK

• More than 900 million objects that people interact with (pages, groups, events and community pages)

• Average user is connected to 80 community pages, groups and events

• More than 2 billion posts are liked and commented on per day

• On average, more than 250 million photos are uploaded per day

Source: Forbes

Traffic

Conversions

Spread a Cause

Unique Users

Influence

Social Followers

Product Reviews

Lifetime User Value

Advertising $

Link Shares

Move Merchandise

Repeat ShoppersBrand Loyalty

Viral Marketing

“Likes”

Retention

Sales

Page Views

Donations

2012 IS THE YEAR MARKETERS BRING SOCIAL TO THEIR OWN USER EXPERIENCES AND TAKE CONTROL BACK OF FAN DATA.

EVOLUTION OF NETWORKS

First, there was a website. The site has content.

THE BEHAVIOR GRAPHYOUR PROPRIETARY USER GRAPH

SocialGraph

Social network owns your data

99% of user’s social graph not relevant to your community

Social network controls your user privacy settings

Constrained Interaction designed to send YOUR users back to Facebook

Dataset=what people SAY they liketo drive your business

Behavior Graph

You own your data

100% of users w/ similar interests connect on your community

You control user privacy settings

Specific to Your Site & Communities. Designed to keep your users on site

Data on what people ACTUALLY DO to drive your business

CUSTOMER ENGAGEMENT

Rep

uta

tion

Loyalt

y

Soci

al

Engagement

Behavior Analytics

The Behavior Graph

RewardsProcess

Gamification

Status PrivilegesAuthority

Community

SharingDiscovery

HIGH LOYALTY

MEDIUM LOYALTY

LOW LOYALTY

ENGAGEMENT LADDER

ARE YOU GIVING YOUR

HIGH LOYALTY USERS THE

TOOLS TO BROADCAST

THEIR AFFINITY?

DO YOUR USERS KNOW WHAT YOU’D LIKE

THEM TO DO?

Engagement Types

INDIVIDUAL

SOCIAL

LOYALTYREPUTATION

GAMIFICATION MEETS SOCIAL

Game mechanics Map to Maslow’s hierarchy

The Psychology behind Game mechanics

PROPRIETARY & CONFIDENTIAL – ALL RIGHTS RESERVED 2011 ©

REPUTATION

Game mechanics have been motivating us since we were kids…

Intrinsic Motivators

Virtual Rewards

Status & Recognition

REPUTATION

REPUTATION

BEAT THE GMAT

BEAT THE GMAT

SOCIAL LOYALTY

Traditional Loyalty Programs are Applied Game Mechanics:Loyalty Programs Rewards Status

LOYALTY

Extrinsic & IntrinsicMotivators

Real Prizes“Win VIP passes to meet the band”

Virtual Rewards

Intrinsic Motivators

Virtual Rewards

Status & Recognition

KINGS HAWAIIAN

KINGS HAWAIIAN

KINGS HAWAIIAN

SOCIAL

Real-Time Alerts

Relevant Notifications

Activity Streams

User-to-User Following

SOCIAL

SOCIAL

SOCIAL

BEHAVIOR ANALYTICS

Quantify User Engagement

Measure Active & Lapsed Users

Gain Insight with Behavior Analytics

Track User Cohorts & Segments

Think about your audience data in a whole new way. Tie identity to behavior for a deeper level of insight into the health of your community.

BADGEVILLE RESULTS

Lift in Facebook Likes and Twitter Retweets

More posts and contributions from users

Increase in social referrals through Facebook and Twitter

Average increase in business objectives tied to user behavior25%

104%

90%

53%

The Behavior Platform

Thank You!For More Information Contact: sales@badgeville.com

or visit www.badgeville.com

Adena DeMonteDirector, Marketing

@adenademonte@badgeville