Predictive Targeting: How Major
Social Networks are
Customizing the Search
Experience
Ansley Sudderth
Social Media Trainin...
Join the conversation!
Use #RESocialChat
for the chance to
win $20!
• What is Predictive Targeting?
• Why People Are Searching
• Behaviors that Fuel Search
• ZMOT
• How Brands Are Making Con...
What is Predictive Targeting?
Predictive Behavioral Targeting
Predictive Behavioral Targeting
Why People are Searching
Consumers Search to…
• Conduct research/information gathering
• Reconnect with old acquaintances
• Reconnect with new/curr...
Online Behaviors
ZMOT- Zero Moment ofTruth
ZMOT- Zero Moment ofTruth
“Marketers who believe in the Zero
Moment of Truth, who optimize
and build their marketing progr...
ZMOT
ZMOT
Real Estate Predictions Using Google
Trends
How Brands Are Making
Contact and Leaving an
Impact
Shaking Up Search on Facebook
Shaking Up Search on Facebook
Shaking Up Search on Pinterest
• Guided Search
• Related Pins
• Promoted Pins
Shaking Up Search on Pinterest: Guided
Search
1. Download or Update Your Mobile App
2. Tap the magnifying glass search icon
3. Type in something you’re looking for
in t...
7. Select up to three guides
Shaking Up Search on Pinterest: Guided
Search
8. Type in your own search terms if
you’d like!
Shaking Up Search on Pinterest: Guided
Search
Shaking Up Search on Pinterest: Related
Pins
Shaking Up Search on Pinterest: Promoted
Pins
Coming Soon!
Shaking Up Search onTwitter
Getting to Know YourAudience Online
Ultimate Staycation Guide
Activity suggestions for
the ULTIMATE staycation!
#RESocialChat Valuable Links
Valuable Links
• ZMOT: Zero Moment of Truth
• http://www.youtube.com/watch?v=mEl1fiqLCVM
• http://www.youtube.com/watch?v=...
Sources
http://www.scorchsoft.com/assets/components/phpthumbof/cache/zmot.ef4bdeb45d9e7256117efd07103d6e76
165.jpg
http://...
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Predictive Targeting: How Major Social Networks are Customizing the Search Experience

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Online users are finding more content is being served up that is relevant to their preferences, tastes and interests. These search behaviors and patterns aren’t being uncovered by big players like Instagram, Pinterest, Facebook and Twitter out of sheer luck. Predictive Targeting is a trend that these social channels are quickly adopting and implementing to provide a more customized experience for the end user.

Join Ansley Sudderth, Social Media Training and Communications Coordinator with ForRent.com® and Homes.com®, for this month’s #RESocialChat, focusing on using Predictive Targeting to discover and reveal the search behaviors and online preferences of your consumer base.

Walk away with a heightened sense of:

-Who your target audience is.
-Best ways to tap into the social space to start a dialogue and establish a connection.
-Much more!

Published in: Real Estate
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Transcript of "Predictive Targeting: How Major Social Networks are Customizing the Search Experience"

  1. 1. Predictive Targeting: How Major Social Networks are Customizing the Search Experience Ansley Sudderth Social Media Training & Communications Coordinator
  2. 2. Join the conversation! Use #RESocialChat for the chance to win $20!
  3. 3. • What is Predictive Targeting? • Why People Are Searching • Behaviors that Fuel Search • ZMOT • How Brands Are Making Contact and Leaving an Impact • Real World Examples • Valuable Links • Q&A Agenda
  4. 4. What is Predictive Targeting?
  5. 5. Predictive Behavioral Targeting
  6. 6. Predictive Behavioral Targeting
  7. 7. Why People are Searching
  8. 8. Consumers Search to… • Conduct research/information gathering • Reconnect with old acquaintances • Reconnect with new/current acquaintances • Finalize/solidify purchase decisions • Gain knowledge/entertain
  9. 9. Online Behaviors
  10. 10. ZMOT- Zero Moment ofTruth
  11. 11. ZMOT- Zero Moment ofTruth “Marketers who believe in the Zero Moment of Truth, who optimize and build their marketing programs around the Zero Moment of Truth, stand to have a competitive advantage in the marketplace.“ -Jim Lecinski, VP Google
  12. 12. ZMOT
  13. 13. ZMOT
  14. 14. Real Estate Predictions Using Google Trends
  15. 15. How Brands Are Making Contact and Leaving an Impact
  16. 16. Shaking Up Search on Facebook
  17. 17. Shaking Up Search on Facebook
  18. 18. Shaking Up Search on Pinterest • Guided Search • Related Pins • Promoted Pins
  19. 19. Shaking Up Search on Pinterest: Guided Search
  20. 20. 1. Download or Update Your Mobile App 2. Tap the magnifying glass search icon 3. Type in something you’re looking for in the search field at the top of the screen 4. Choose “pins” or “just my pins” 5. Suggestions to refine the search query will appear underneath the search field 6. Tap any of the guides to narrow down your search Shaking Up Search on Pinterest: Guided Search
  21. 21. 7. Select up to three guides Shaking Up Search on Pinterest: Guided Search
  22. 22. 8. Type in your own search terms if you’d like! Shaking Up Search on Pinterest: Guided Search
  23. 23. Shaking Up Search on Pinterest: Related Pins
  24. 24. Shaking Up Search on Pinterest: Promoted Pins Coming Soon!
  25. 25. Shaking Up Search onTwitter
  26. 26. Getting to Know YourAudience Online
  27. 27. Ultimate Staycation Guide Activity suggestions for the ULTIMATE staycation!
  28. 28. #RESocialChat Valuable Links
  29. 29. Valuable Links • ZMOT: Zero Moment of Truth • http://www.youtube.com/watch?v=mEl1fiqLCVM • http://www.youtube.com/watch?v=g40rrWBx2ok#t=23 • Pinterest Guided Search: • http://www.mediapost.com/publications/article/227796/pinterest-moves-guided- search-to-desktop-hires-fo.html?edition=73590 • Pinterest Related Pins: • http://blog.tailwindapp.com/related-pins-pinterest-strategy/ • Pinterest Promoted Pins: • http://blog.pinterest.com/post/85525195764/the-next-phase-of-promoted-pins • Five Game Changing Social Updates! • http://yoursolutions.forrent.com/social-media/5-5-five-game-changing-social-updates- pinterest-twitter • Share the ULTIMATE Staycation Guide! • http://blog-cdn.static-homes.com/wp- content/uploads/2013/06/UltimateSummerStaycationGuide.pdf • http://www.thinkwithgoogle.com/infographics/staycations-summer-travel.html
  30. 30. Sources http://www.scorchsoft.com/assets/components/phpthumbof/cache/zmot.ef4bdeb45d9e7256117efd07103d6e76 165.jpg http://www.elateral.com/tl_files/elateral/content/Blog%20Images/jim%20lecinski%20of%20google.png https://encrypted-tbn2.gstatic.com/images?q=tbn:ANd9GcS-DyUntoJydZ4eGLZ- oL1Cv3GErjFVYXPIxvAJma50GkwSz3BRhg http://blog.90octane.com/blog/wp-content/uploads/2011/09/zmot.jpg http://2.bp.blogspot.com/- Ti3dVPVm9Og/UQr2rkdaclI/AAAAAAAABqw/tBBQc9qYLmM/s1600/Home-Research-to-Action- Lag.gif http://sproutsocial.com/insights/wp-content/uploads/2014/04/Pinterest-Guided-Search-Article-Main- Image.png http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-guides.jpg http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.15.png http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-Categories.jpg http://pintalk.net/wp-content/uploads/Pinterest-Guided-Search-2014-05-01-09.35.jpg http://www.huffingtonpost.com/visualnewscom/how-companies-are-targeti_b_3708980.html http://rockresearch.com/wp-content/uploads/2014/04/Predictive_Modeling.jpg http://media-cache-ec0.pinimg.com/736x/6f/06/03/6f060390e78302654b1d85f5287e0684.jpg

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