#dma2013  

the Money!! Show Me

the Data!!

Why is social data so hard?

Dynamic & Unstructured!

Not tied to Individual Customers!

Not Really an Offer Channel!

Hard to Decipher Signals from Noise!

Difficult to Measure ROI!

SOCI

AL M

EDIA

For most of us, Social Data Sits in its own Channel silo.

SOCI

AL M

EDIA

It’s Time To INTEGRATE social Data. M

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CRM

Wait… What About Privacy?

All Data is Indexed from Public Profiles, Content, and Connections!

Don’t Combine Personal Identifiable Information with Social Data – (all anonymized and hashed)!

If you’re sharing data with 3rd parties, provide NOTICE and CHOICE on your privacy policy!

Social Stream- Content

Social Graph Connections

Primary Sources of Social Data

Social Stream – content

Social Graph: Maps Relationships…

Social Graph: Maps Relationships…

Link social to Profile

Graph Informs Segmentation

Explore • Test • Customize

Segment Differences

Segment Knowledge

How often Do They Use social?

Segment Knowledge

How often Do They Share Photos?

Pro Tip: Not JUST social!

Inner and Outer Circle Behavior

Inner Circle – Detail Some Segments use Social Channels More Frequently with Close Friends

Outer Circle – Detail While Others Choose to use Social Channels MORE Frequently for not-so-close friends

Turn Insight Into Action

Let’s Put it all Together…

What’s Graph + Social Good For?

2.

3.

1.

1. Interested In: Outdoor, Travel, Design

Bringing the whole family to Baja for Thanksgiving this year! Does @SouthWest fly there from Denver? #surftrip

1. In market For: Mountain Bikes Travel to Crested Butte

Checking out the 2014 @Specialized lineup at @REI. Crested Butte here I come!

74!

Reach +

Relevance +

Impact

connected to lots of Outdoor Enthusiasts

Creates bike & Outdoor content  Followed by Outdoor Brands Connected to Current Customers

Others Engage with Shared Content  

Use Cases Applying

Social Data & Graph to

Multi-Chanel Marketing

Having a challenging morning with @ATT “Customer Service”. Time to jump ship to @Verizon or @Sprint?

Another"dropped call? Seriously??

#ATTfail

iPhone 5S or HTC One?

Anybody make the switch?

Use Case – Predicting Churn

Get Started

1.  get Data Players on Board

2.  Connect Social Data To your Crm

3.  Integrate Social Signals into Multi-channel Strategies

4.  Test, Measure, & Learn

Thank YOU!

SVP,  Co-­‐Founder  SpotRight  jp@spotright.com  @jp_lind  

SVP,  Director  Leo  Burne@  Group  John.vanderploeg@arcww.com  @johnnyvdp