TSC12 - Christian Perreira - MicroStrategy
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  • This person has liked two luxury brands, checked in at a sale of luxury goods and attended a gifting event – Wisdom will categorize this person as Brand Conscious

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  • 1. The holy grail in MarketingHow Fan Data may change the game Christian Pereira February 2012
  • 2. MicroStrategy Company Overview• Founded in 1989• $483M revenue in 2010• Largest independent public BI vendor (NASDAQ: MSTR)• Over 2,700 employees worldwide• Gartner “Leader Quadrant” for BI Platforms focus on BI software for the largest databases• Millions of business users at over 3,600 organizations and 20 industriesAtlanta Denver Seattle Buenos Aires Barcelona Johannesburg Munich Vienna MelbourneBoston Los Angeles Tampa Mexico City Brussels Lisbon Paris Warsaw SeoulCharlotte Montreal Toronto Monterrey Cologne London Rome Zurich SingaporeChicago New York Washington Sao Paulo Copenhagen Madrid Stockholm SydneyDallas San Francisco Frankfurt Milan Utrecht Tokyo MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 3. Social Media and CRM  Social Graph is a great customer insight How to get access?  Social Graph needs to be sync with internal insights How to connect customer and purchase data?  Social media business case is unclear How to do social commerce? MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 4. Customer Relationship Challenges  Communicate with customers with high-interest topics and don‟t spam  Interact - not only “send” but also listen to the customers • Acquire data about customers and their typical behavior • Keep data “alive” – always up to date • Stay in-line with data protection issues • Use data for segmentation, micro-segmentation down to the segment of one CRM hasn‟t changed much over the last decade - but Facebook will change MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 5. Facebook is the World‟s Most Comprehensive and Up-to-dateDatabase of Personal Demographics and Interests It’s Where Everyone It’s Where Viral Spends Their Time Conversations Occur 800M Total Users Facebook 800M People Connect With 350M Mobile Users 130 Other People Over 1 Hour / Day / User 80 Communities, Groups, Events 9 Favorite Brands & Companies It’s Also Where All the Personal Data Lives Name Hometown Family Interests Birth Date Education Events Philosophy Age College Check-ins Friends Location Employer Likes Contact Info Every Company and Brand Must Have a Strategy to Take Advantage of the Facebook Phenomenon MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 6. The Social Graph of Facebook FRIENDS Name DEMOGRAPHIC Network Age INTERESTS Gender Orientation Page Profile Marital Likes Family Residence Education Employer RSVPs Title Check-ins… still getting richer (timeline) LOCATIONS / EVENTS MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 7. Facebook Insights: Reports MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 8. Reporting: Facebook Insights MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 9. CRM Issues in the Facebook age • How to access Facebook data • Facebook data are not structured well and not easy to “understand” • Facebook‟s interface to data is not stable and not documented • Data Capacity is exploding and the volume is problematic to handle • There are heavy restrictions using the data in terms of data privacy and number of accesses allowed • One-to-one communication pushes segmentation and filtering of complex user data • Users request real-time communication what demands a high-performance infrastructure MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 10. With Facebook Applications You can Engage Fans andAccess Consumer Data Application Facebook Application Token Facebook Data APIs Facebook Permission  Facebook architecture makes data available to applications  Apps can only access data permitted by the user‟s token (opt-in)  Data access is too “thin” to be useful for marketing activities MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 11. Multiple ways to collect Token – totally independend from “fans” Facebook Mobile OnlineFacebook App MSTR Mobile App Any Mobile App Web Log-In Token MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 12. Change view from Brand to Consumer (beyond monitoring) Get social graph Listen of Facebook fan Targeted Analyse andCommunication & Act Learn segment Transaction fan profiles MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 13. Change view from Brand to Consumer Listen Get social graph of Facebook fan Act Learn MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 14. MicroStrategy Gateway Synchronizes Facebook Data withthe Enterprise Environment Enterprise IT Friend Friend Name Name Posts Comments Likes Friends Etc… Friend Posts Page Pictures Likes Friend Gateway Friend Page Page Facebook MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 15. Change view from Brand to Consumer Listen Analyse and Act Learn segment fan profiles MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 16. Derive and Expand Demographic Data In Facebook Enrichment Examples Complete Gender: Male / Female Derived from Name Age: Birthday + Year Derived from HS or College Graduation Year Single Recently Married Married Expand Recently Engaged Engaged Recently Divorced Relationship: 11 Categories Previously Married Family: # and Ages of Children Education Level Education Type College Type High School Science Public Employer: Name + Title College Engineering Private Graduate Liberal Ivy Education: HS Year + Trade College/Degree Year Business Arts Trade Wealth Derived from Check-Ins, Likes, etc. MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 17. Opportunity - Psychographics that Reveal „Likely‟Characteristics Like Like 3+ Pages Tagged as “Brand High-End Brands Check-in Conscious” Check-in Like Like 3+ Pages Tagged as “Fast-Food Check-in Fast-Food Restaurant Lover” Check-in MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 18. MicroStrategy Wisdom Enterprise Converts Facebook data intoConsumer Intelligence for Marketers Demographics Page Likes Psychographics Demographic and Categorized and ranked Facebook Pre-packaged psychographic geographic profiles of your pages such as Music, Sports, profiles that group related App User Population. Going Out, etc. activities and interests. Gender Urbanicity Relationship Status Metro Area Age Language Education Level Country MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 19. Pre-Packaged, Interactive Dashboards Provide an Easy Way toSegment Your App Users Click on Filter to segment Page Likes Gender Segment using demographic, your App User Population geographic, or Page Likes Relationship Age Urbanicity Education Metro Area Interactive dashboards for the iPad and web browsers explore the vast range of demographic, page Likes, and psychographic information about your Facebook app users.Psychographic Language MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 20. Fan Analysis: Demographics Map MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 21. Change view from Brand to Consumer Listen Targeted Act LearnCommunication & Transaction MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 22. MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 23. Compelling SoLoMo with Targeted content distribution alert Application MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 24. How does alert get access to Fan data?Step 1 Step 2 Step 3Download app Connect to Facebook Allow accessalert for iPhone and Android www.alert.com MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 25. The alert Application • alert includes four primary areas of user content and functionality alert News alert Offers alert News is used to deliver alert Offers presents wall posts and personalized capacity- or time-limited messages to all of your alert products and services in a Network members. personalized way to your alert Network members. alert Events alert Menu alert Events lists upcoming alert Menu presents a Facebook Events, provides customized catalog of RSVP capabilities and maps products, services, and them to each of your alert content exclusively available Network members. to alert Network members. MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 26. Click to join FCB communityAlert isDefault Tab MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 27. FCB Network Drive likes to News Feed Player Pages in FCB Network Posts from Liked pages in FCB Network MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 28. FCB Network Exclusive Content Match results and coverage Interactive social games and contests Photo galleries Game video MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 29. You need content to get data and data to optimize content 1 Compelling 4 Application MicroStrategy Personalization MicroStrategy Segment A MicroStrate gy Alert MicroStrate 289,300 Alert gy Alert Fans Segment Your Alert Facebook Alert App & Analyze Fans Alert CMS 3 MicroStrategy Analytics Engine Wisdom 2 Facebook Interface MicroStrategy Relational Facebook Database Facebook Gateway Consumer Data in a Useful Format MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 30. Summary  Social Graph is a great customer insight and you can get access (through applications)  Social Graph needs to be sync with internal insights you can connect customer and purchase data (technical + legal restrictions to be taken care)  There is a huge Social media business case and it is much stronger with “intelligent” social commerce MicroStrategy Confidential. Distribution Prohibited without Prior Authorization
  • 31. Contact and more infos: Christian Pereira Senior Director Social Media MicroStrategy Deutschland GmbH Koelner Strasse 263, 51149 Koeln +49 160 96901047 cpereira@MicroStrategy.com SocialCRM: www.wisdom.com SocialCommerce: www.alert.com Material about Social Products: www.microstrategy.com MicroStrategy Confidential. Distribution Prohibited without Prior Authorization