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Using emerging media data in developing marketing campaigns -slideshare - 101010
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12-Sep-2014 -
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Transcript of Using emerging media data in developing marketing campaigns -slideshare - 101010
Copyright 2010 Jacobs & Clevenger
Using Emerging Media Data for Developing Marketing CampaignsUsing Emerging Media Data for
Developing Marketing Campaigns
A Presentation forA Presentation for
Ron JacobsPresident, Jacobs & ClevengerCo-Author, Successful Direct Marketing MethodsSponsor, Ron Jacobs & Bob Stone Multichannel Marketing
Communications Certificate Program, DePaul University
Copyright 2010 Jacobs & Clevenger
Agenda
• How marketers are capturing and using behaviors of decision makers, influencers and buyers that digital & social media tools can produce
• How marketers are buying key audiences rather than buying specific media– Using data for targeting & segmenting audiences
• Who is data mining social media, and what can you learn from it
• New models for multichannel marketing attribution • The emergent mobile market place
Copyright 2010 Jacobs & Clevenger
Social MarketingRelevant KPI’s are being tracked, analyzed and
used for program optimization & ROMI
Copyright 2010 Jacobs & Clevenger
Social commentary on Social Marketing… Future Man goes back to the 1960s
AND “UPLOAD” PICTURES OF THEIRBREAKFASTS TO A
“FACEBOOK.”
AND “UPLOAD” PICTURES OF THEIRBREAKFASTS TO A
“FACEBOOK.”
AND OTHER PEOPLE WILL LOOKAT THE BREAKFASTS
AND MAKE COMMENTS.
AND OTHER PEOPLE WILL LOOKAT THE BREAKFASTS
AND MAKE COMMENTS.
SORRY TO BURST YOUR BUBBLE, DUDES !
BUT YOU ASKED. YES, THAT’STHE FUTURE.
SORRY TO BURST YOUR BUBBLE, DUDES !
BUT YOU ASKED. YES, THAT’STHE FUTURE.
FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE
INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!!
FUTURE MAN, I CAN’T BELIEVE PEOPLE WILL FIND THAT MORE
INTERESTING THAN READING NEWSPAPERS OR WATCHING NETWORK TV!!
SO YOU’RE SAYING PEOPLE WILL
“TWEET” WHAT THEY EAT” FOR
BREAKFAST?
SO YOU’RE SAYING PEOPLE WILL
“TWEET” WHAT THEY EAT” FOR
BREAKFAST?
Copyright 2010 Jacobs & Clevenger
Businesses are taking social marketing seriously
• The amount of video uploaded to YouTube every minute– 24 hours
• The amount of time it would take to view every video on YouTube– 1,750 Years
• The number of YouTube videos viewed per day– 2 Billion
• The average number of tweets on Twitter.com every day– 65 Million
Copyright 2010 Jacobs & Clevenger
Businesses are taking social marketing seriously
• The number of photos archived on Flikr.com as of June 2009
– 13.6 Billion• The amount of content (Links, news, posts, notes,
photos, etc. shared on FaceBook weekly – 3.5 Billion• The number of minutes spent on FaceBook daily– 16 Billon• If FaceBook were a country– It would be the 3rd most populated in the world, behind China
& India• The number of Articles on Wikipedia
– 16 Million
Copyright 2010 Jacobs & Clevenger
Conversations are taking place around every category, every brand, and the entire buying process
• Where are conversations taking place?
• Who are the influencers driving them?
• What is being talked about? (e.g. Keywords)
• Is the Sentiment positive or negative?
• Can keywords be turned into dialogues, multichannel copy?
Copyright 2010 Jacobs & Clevenger
Reviewer Comment Intuit’s ActionIn-product messaging is annoying Fix to product allowed users to turn
off cross-sell messages
Excel Integration and Reports Center are top features
Marketing messages now reflect these top features
Inuit has a 100% response rate to every review and every comment regarding QuickBooks Pro 2010, and executes across teams to improve based on the feedback
Intuit (Maker of Turbo Tax, Quickbooks, etc.) uses reviews on Amazon.com to dialogue with customers
Copyright 2010 Jacobs & Clevenger
Combining social/online data and offline data is a key to micro-targeting
Social Data•Social Site Affiliation
•Interests and brand affinities
•Occupation
•Education
•Location
•Reviews
Social Graph•Targeting friends
•Extending reach
•Social Affinity
Offline Data•Income
•Presence of children
•Home Ownership
•Purchase Behavior
•Lifestyles
•Much more
Micro-Targeting•Targeted lists of people for postal and/or email programs
•Serve display media to only people you want
•Use customer insight to tailor messaging and media plan
10
Copyright 2010 Jacobs & Clevenger
Facebook is creating and capturing large amounts of data
Facebook has 500 million active users
50% of active users log on every
day
Average user creates 90 pieces of
content monthly
550,000 Facebook applications
70% of users engage with apps
Copyright 2010 Jacobs & Clevenger
Google’s data mining benefits their advertisers
79 million US Gmail Accounts
Google has 145 million unique US visitors
1 billion searches daily
Google data mines all search and Gmail as a
resource for advertisers
96% of Googles profit is the result of
ad revenue
Copyright 2010 Jacobs & Clevenger
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Rapleaf, data mining the social space
Rapleaf Data Mines• Who – demographics• Where – footprint online• What – affinities, interests• With Whom – friend connections
Rapleaf Process
Quick Facts• Data on 900+ million records• 400+ million consumers• 60+ billion friend connections
Copyright 2010 Jacobs & Clevenger
Use social sites to identify prospects and customers for email programs
Case Study: Cosmetics Company-Company wanted to expand Facebook fan base-Customer on Facebook were identified-Company sent targeted email to Facebook customer base to
fan/like on Facebook fan page-Company fanbase grew 10,000% in weeks
Strategy:-Identify existing and potential customers/leads on social
networks-Target email marketing to those on Facebook and Twitter
• Ask to fan/follow your page(s)• Ping potential ambassadors or influencers with special offers & incentives• Ping groups of friends
-Ping users that change location (via LinkedIn, Foursquare,etc)
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Copyright 2010 Jacobs & Clevenger
YOUR AD HERE
YOUR AD HERE
Marketers can target ads based on social data today
Target:-Existing fans/followers
-Friends of current fans/followers
-Existing & prospective customers
-Friends of prospects
-Fans/followers of competitors
-Custom created segments
-Leverage metadata to facilitate sharing
15
Copyright 2010 Jacobs & Clevenger
A line of code is placed on your website.
A user is tagged and added to your user population when they visit your site.
When visiting an affiliated website, the user is served with a targeted ad.
The user is brought back to your site for conversion.
A.A. B.B.
C.C. D.D.
Remarketing increases conversions by targeting users that have already visited your website
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Remarketing (AKA Retargeting) example
Copyright 2010 Jacobs & Clevenger
Alterian’sSocial EngagementIndex
2010Super BowlTV Ads
www.alterian-social-media.com/
Copyright 2010 Jacobs & Clevenger
Alterian’sSocial SentimentEngagementIndex
2010Super BowlTV Ads
www.alterian-social-media.com/
Copyright 2010 Jacobs & Clevenger
How much is a tweet, a fan or a follower worth? Cost Per Social Impression
www.alterian-social-media.com/
Copyright 2010 Jacobs & Clevenger
Conversion & multichannel attribution
Copyright 2010 Jacobs & Clevenger
Barriers to better attribution models include technology, resource, and process challenges
• Most current attribution models are flawed– The last touch standard or current session models– Causes over-invest in near-term conversion drivers
• The consumption and impact of media is interrelated with other media– Traditional media is interrelated with Digital media– The relationship between display and search changes depending on
products, brands, time of day, season, company, geography, etc.• The multichannel effect is important in high-consideration
situations – e.g. Expensive, complex or involved offerings– Financial services offerings, family vacation or a choice of college
Copyright 2010 Jacobs & Clevenger
Last ad standard
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
Engagement Mapping across channels
Atlas Solutions, Microsoft Advertising
Copyright 2010 Jacobs & Clevenger
MobileThe next frontier for multichannel
marketing
Copyright 2010 Jacobs & Clevenger
Mobile video application usage
Source: Allot Communications, using data from a mobile user base of over 190 million subscribers
Copyright 2010 Jacobs & Clevenger
Mobile GPS offers new data to mine
• The chart on top tracks a mobile users daily travel and proximity and travel
• The chart on the bottom tracks the locations of a mobile users friends
• The patterns share similar
structures
Source: MIT reality mining project - gathered 500,000 hours (60 years) of cell phone usage on campus (e.g., call logs, Bluetooth proximity, towers ID, apps usage, status [charging, idle, off…])
Source: MIT reality mining project - gathered 500,000 hours (60 years) of cell phone usage on campus (e.g., call logs, Bluetooth proximity, towers ID, apps usage, status [charging, idle, off…])
Copyright 2010 Jacobs & Clevenger
The Obama Campaign iPhone application, downloadable from the iPhone app store
• Call Friends, a volunteering tool– Contacts prioritized by key battleground states– Call stats, calls and results organized in one place,
along with nationwide totals to compare against leading callers
• Get Involved– Search and contact a local Obama HQ
• Receive Updates– Sign-up for news and announcements via text
message or email • News
– Complete coverage of national & local campaign news• Local Events
– Find and share local events by email, get maps and directions
• Media– Browse videos and photos from the campaign
• Issues– Get facts about plans and essential issues
Copyright 2010 Jacobs & Clevenger
Conclusions
• The goal of all marketing communications is to shift behavior– Monitoring social and offline KPI’s can help you to recognize success
• Mining Data can help you to learn if your brand conversations are relevant, valuable, and accountable– Using social marketing data to target is very 2011
• Change the current media buying mindset from CPM (Cost to Reach) to Cost Per Engagement or Relationship
• Customer engagement is attributable to customer experience– Relevancy is both earned and bought– It’s not Push or Pull… It’s Push and Pull!!!
Copyright 2010 Jacobs & Clevenger
Questions & Answers
Questions?Questions?
Copyright 2010 Jacobs & Clevenger