The Rise of Graph Marketing
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Transcript of The Rise of Graph Marketing
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http://www.beeha.us
The Rise of Graph Marketing.
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http://www.beeha.us
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The Parallel
YOUR CUSTOMERS
Fig. 1.
CUSTOMERS NETWORK
Fig. 2.
YOUR BUSINESS
Fig. 3.
YOUR PRODUCT/SERVICE
Fig. 4.
CUSTOMERS are a hive of influence.
http://www.beeha.usSource: Don Peppers
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reviews
expert
brandengage
postpurchaseresearch
validation
sentiment
interrupt
re-consider
brandexperiment
brandstrength
intro
discovery
sentiment
advocate
commit
influence loop
Awareness
Consideration
EvaluationPurchase
Self-Expression
Closure
Experience
Advocate
1.formulation
interrupt
2.pre-
commerceword ofmouth
3.commerce
4.post-
commerce
Loyalty
THEIR INFLUENCE plays a crucial role with customers.
http://www.beeha.usSource: McKinsey & Altimeter Group
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SocialGraphs
Story Graphs
Search Graphs
influence loop
reviews
expert
brandengage
postpurchaseresearch
validation
sentiment
interrupt
re-consider
brandexperiment
brand
intro
discovery
sentiment
advocate
commit
Awareness
Consideration
EvaluationPurchase
Self-Expression
Closure
Experience
Advocate
interrupt
word ofmouth
Loyalty
Customer Decision Journey
3.commerce
4.post-
commerce
1.formulation
2.pre-
commerce
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Foursquare Users Perform: 2,083 Check-ins
YouTube Users Upload:48 Hours of New Video
SocialGraphs
Story Graphs
Search Graphs Facebook
Users Share: 684,478 Pieces of Content
Brands on Facebook Receive: 34,722 Likes
Twitter UsersSend Over: 100,000 Tweets
Google Receives Over: 2,000,000 Search Queries
The Mobile Web Receives: 217 New Users
Websites: 571 New Ones Are Created
Instagram Users Share: 3,600 New Photos
Tumblr UsersPublish: 27,778 New Posts
GRAPH DATA generated every 60 seconds.
Wordpress Users Publish: 347 New Blog Posts
http://www.beeha.usSource: Domo
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g r a p h c l a s s i f i c a t i o n e x p l o d e / /
http://www.beeha.us
Knowledge Graph Social Graph Interest Graph Professional Graph
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g r a p h m a r k e t i n g ?
http://www.beeha.us
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Short History of Marketing & Advertising.
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Early Approaches19th & 20th Century
Marketing ParadigmsModern Approaches20th & 21st Century
Internet Marketing
Production
Product
Selling
Marketing
Relationship
B2B
Societal
Branding
One to O
ne
Search
Social
Mobile
WO
M
GR
APH?
Contemporary Approaches21st Centruy & Beyond
Display
Direct
Source: Wikipedia
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GRAPH MARKETING
Graph Marketing is a strategy that places human experiences at the center of marketing by leveraging customer communities, conversations, and identity.
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beehaus © 2013 | 10
Source: Eric Fisher
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COMMUNITY one’s social & professional graph.+
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beehaus © 2013 | 11 11
Source: Eric Fisher
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IDENTITY one’s interest graph.
be contextrelevant
highlightinformation
enableparticipation
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beehaus © 2013 | 12 12
Source: Eric Fisher
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CONVERSATIONS thoughts, ideas, information & stories.
listening speaking
Conversations are how people express their identities to communities and how they receive feedback from them. Build marketingexperiences that give people the power to connect and share.
• Surface User Activity• Provide Notification
• Focus Conversation• Encourage Feedback• Encourage Sharing
http://www.beeha.us
beehaus © 2013 | 13 13
Source: Eric Fisher
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http://www.beeha.us
Is this important ?
beehaus © 2013 | 14 14
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Stabilize Environment Stabilize Ourselves
innovation
governance privacy
participation
Source: Eric Fisher
15
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http://www.beeha.us
PRIVACY
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GOVERNANCE
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Communicat ion
MONITORING disclosureBusiness Practices
EthicsTransparency
LEGAL Regulatory
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PARTICIPATION
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http://www.beeha.us
INNOVATIONIN
FRAS
TRUC
TURE
SERVICESNe t works
social graphs interest graphs Knoweldge graphs professional graphsFacebook Twitter Instagram Pinterest Vine Tumblr Google Microsoft LinkedIn
Grap
h Da
taba
se
Big
Data
CRM
Neo
4J
Ha
doop
All
egro
Gra
ph
Flo
ckD
B
Gra
phD
B
Infi
nte
Gra
ph
MONITORING & ANALY TICSmonitoring VisualizationAnalysis
SDL Klout Kred PeerIndex Little BirdEgoNet Gephi Graph Stream NodeXL Mathmatica NetworkX
PublicationShoutlet Hootsuite Tweet DeckInfinigraph Gravity OpenGraph
SMMS content media Apps
AgenciesB
eehau
s Ma
ss Releva
nce
aggregationBrickflow Permamarks
curation Archiving
Pl atformsENTERPRISE Blogging CommunityYammer Wordpress Drupal Lithium
Source: Altimeter Group
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GRAPH MARKETING
4 Recommendations for Today’s CMO
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reviews
expert
brandengage
postpurchaseresearch
validation
sentiment
interrupt
re-consider
brandexperiment
brandstrength
intro
discovery
sentiment
advocate
commit
influence loop
Awareness
Consideration
EvaluationPurchase
Self-Expression
Closure
Experience
Advocate
1.formulation
interrupt
2.pre-
commerceword ofmouth
3.commerce
4.post-
commerce
Loyalty
1. EMBRACE CHANGE.
http://www.beeha.us
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Conversations
Identity
Graph Marketing
Community
http://www.beeha.us
2. CONSIDER GRAPHS.
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3. DEVELOP NETWORKING SKILLS.
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4. EMPLOY DATA SCIENTISTS.
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1 010 10 1
0
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http://bit.ly/graphflip http://bit.ly/graphplus
flipboard Google+
http://www.beeha.us
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http://www.beeha.us
phone.617.510.3569
office.115 Sandra Muraida Way Suite 321 Austin, TX 78703
http://www.beeha.us
@beehaus