Applying Social Data and Graph to Multichannel Strategies
31
#dma2013
-
Upload
vivastream -
Category
Technology
-
view
344 -
download
0
description
Transcript of Applying Social Data and Graph to Multichannel Strategies
#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
obil
E
Reta
il
Onli
ne/O
ffli
ne
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 [email protected] @jp_lind
SVP, Director Leo Burne@ Group [email protected] @johnnyvdp
