Social
Media
Marke-ng
Made
Real!
Listen
&
Act:
Increase
Your
Conversion
Rate
Pioneers
in
social
data
August2009
Member
of
London
Milan

Everybody’s
talking
about
it
…
prova
www.freedatalabs.com
1

…
but
prejudices
are
sAll
out
there
“This
is
just
another
“Only
youths
use
bubble,
as
for
the
new
Facebook,
Twi>er
and
economy
in
early
others”
“My
target
does
not
use
2000s”
the
Internet
to
search
relevant
informaEon
about
a
product”
“Only
a
minority
of
“Internet
is
just
another
consumers
use
the
Web
communicaEon
before
buying
a
channel,
as
TV
or
press”
product”
prova
www.freedatalabs.com
2

Some
figures
prova
Source:
h?p://www.checkfacebook.com/
(2009)
www.freedatalabs.com
3

Some
figures
(conAnues)
TwiJer
unique
users
trend
LinkedIn
unique
users
trend
Source:
compete.com
(2009)
Over
40M
European
users
changed
their
mind
in
2008
before
buying
a
product
aQer
reading
prova
nega-ve
advices
from
other
online.
Source
:
Ipsos
Mori
Ins-tute
(2008)
www.freedatalabs.com
4

A
definiAon
Social
media
markeAng,
also
known
as
social
influence
markeAng,
is
the
act
of
using
social
influencers,
social
media
plaQorms,
online
communiAes
for
markeAng,
public
relaAons
and
customer
service.
Common
social
media
markeAng
tools
include
TwiJer,
blogs,
LinkedIn,
Facebook,
Flickr
and
YouTube.
In
the
context
of
Internet
markeAng,
social
media
refers
to
a
collecAve
group
of
Web
properAes
whose
content
is
primarily
published
by
users,
not
direct
employees
of
the
property
(e.g.
the
vast
majority
of
video
on
YouTube
is
published
by
non-­‐
YouTube
employees).
Social
media
opAmizaAon
(SMO)
is
a
set
of
methods
for
generaAng
publicity
through
social
media,
online
communiAes
and
community
websites
(also
know
as
PR
2.0).
According
to
Lloyd
Salmons,
first
chairman
of
the
Internet
AdverAsing
Bureau
social
media
council
"Social
media
isn't
just
about
big
networks
like
Facebook
and
MySpace,
it's
about
brands
having
conversa-ons.”
prova
www.freedatalabs.com
5

What
It
Is
Not
It
is
not
e-­‐mailing
It
is
not
Web
adverAsing
It
is
not
banners
It
is
not
newsleJers
It
is
not
communicaAon
on
the
company
site
It
is
not
the
company
site
forum
prova
www.freedatalabs.com
6

Company
Generated
Content
&
User
Generated
Content
prova
www.freedatalabs.com
7

How
MarkeAng
Reaches
Customers
Brand
Social
Networking
(reach
customers
(undestand
what
people
through
brand
image)
say
and
advice
each
other)
-­‐
AdverAsing
-­‐ PromoAons
-­‐
CommuniAes
-­‐ i“in
store”
promoAons
-­‐
Social
Networks
-­‐
Web
banners
-­‐
Forums
-­‐
….
-­‐
Blogs
-­‐
Micro-­‐blogs
-­‐
….
-­‐
Who’s
talking
?
Call
to
ac-on
-­‐
What
do
they
say
?
Metriche
-­‐
Who
are
the
influencers
?
-­‐
How
to
measure
?
-­‐
Which
is
the
background
buzz
?
-­‐
Which
ac-ons
to
take?
prova
www.freedatalabs.com
8

Point
&
Shoot
vs.
Listen
&
Act
MarkeAng
Company
User
Point
Listen
Generated
Generated
Content
Content
Shoot
Act
Call
to
AcAon
Buy
User
IniAated
AcAon
prova
www.freedatalabs.com
9

Social
Media
Channels
Social
Plaborms
Social
Interac-ons
WIKIs
Personal
Social
White-­‐label
Events
&
Calendars
Networks
E-­‐mails
Networks
Status
Updates
SMS
&
Text
Conversa-ons
(Purchase)
Social
Contents
Blogs
Microblogs
Video
Podcast
Photos
prova
www.freedatalabs.com
10

Everything
Is
There
Conversa-ons
leave
indelible
traces
on
the
Web
They
are
there,
I
can:
-­‐
listen
to
them
-­‐
analyse
them
-­‐
understand
them
-­‐
get
indispensable
informaAon
-­‐
act
prova
www.freedatalabs.com
11

Act
Seed
informaAon
that
help
highlight
your
presence
(Social
PlaQorms)
Provide
informaAon
on
you
and
promote
your
iniAaAves
only
and
only
if
they
are
useful
to
the
debate,
promoAng
your
iniAaAves
in
the
right
contexts
(Social
Content)
prova
www.freedatalabs.com
12

Keep
On
Measuring
Keep
on
measuring
over
Ame
how
your
acAons
change
percepAon
towards
you
and
your
compeAtors.
You
can
not
calulate
ROI
(Return
On
Investment)
of
your
Social
Media
MarkeAng
acAons,
but
you
are
sure
of
ROI
(Risk
Of
InacAon)
prova
www.freedatalabs.com
13

5
Key
Points
1
Arguments
are
choosed
by
the
communiAes,
you
can
not
force
them
2
Most
important
arguments
bubble
up,
just
listen
3
Problems
are
solved
within
the
community,
the
criAcal
ones
emerge
4
You
do
not
need
to
create
new
containers,
but
listen
and
act
in
those
already
there
5
Do
not
stop
listening
and
measuring
prova
www.freedatalabs.com
14

Listening
MarkeAng
Listen
&
Act
Address
all
markeAng
mix
iniAaAves
Grow
business
Web
Marke-ng
Mix
Web
Monitoring
Social
Media
Marke-ng
Feedback
info
to
all
of
the
MarkeAng
Mix
prova
www.freedatalabs.com
15

Social
Media
MarkeAng
Made
Real!
Freedata
Web
Listening
Plaborm
WebStar
WebLive
Build
a
Digital
IdenAty
Listen
to
the
Web
to
WebSnap
on
the
Web
for
your
understand
how,
where
Take
a
“picture”
of
how,
brand
or
soluAons
and
how
much
your
where
and
how
much
idenAfying
where,
how
company
and
your
company
and
and
how
much
your
compeAtors
are
talked
soluAons
and
company/soluAons
and
about,
build
a
Digital
compeAtors
are
talked
compeAtors
are
talked
IdenAty
for
your
brand
about
on
the
Web.
about
on
the
Web
and
act
with
proper
“seeding”
informaAon
iniAaAves
on
that
help
your
growth.
social
networks.
prova
Freedata
Seeding
Ac-vator
www.freedatalabs.com
16

Listen
&
Act
Approach
prova
www.freedatalabs.com
17

Freedata
Web
Listening
PlaQorm
Without
con-nuous
listening
and
measuring
there
can
be
no
effec-ve
Social
Media
Marke-ng
campaign.
Freedata
Web
Listening
Plaborm
is
a
proprietary
instrument
for
the
constant
and
effecAve
monitor
and
measure
of
the
Web
aimed
to
Social
Media
MarkeAng.
Freedata
Web
Listening
Plaborm
adopts
the
most
advanced
Web
crawling,
semanAc
analysis
and
data
prova
mining
technologies.
www.freedatalabs.com
18

Web
Monitoring
&
Seeding
Process
Web
Monitoring
&
Seeding
Process
Set
of
search
keywords
definiAon
+
context
Web
crawling-­‐>
clip
extracAon
(URLs)
-­‐>
Freedata
Seeding
AcAvator
with
ranking
-­‐>
URLs
selecAon
for
seeding
Constant
measures
(metrics)
Web
Crawling
and
daily
clip
analysis
(pages,
conversa-ons,
blogs,…)
through
the
set
of
keywords:
 Google
Web
 Google
Groups
Filters
 Google
Blog
Buzz
PosiAoning
 TechnoraA
Seman
Ac
How
much
?
 Extrapola
Advocacy
Seeding
 Moreover
Metrics
 Yahoo
Answer
prova
How
?
 Ad-­‐hoc
sources
Features
Metrics
www.freedatalabs.com
19

Freedata
Seeding
AcAvator
Freedata
Seeding
Ac-vator
gives
access
to
the
most
relevant
Web
URLs
on
a
daily
basis
as
input
for
the
seeding
phase.
Clips
(pages,
conversaAons,
blogs,
..)
extracted
on
a
daily
basis
through
search
keywords
reveal
Web
places
where
the
maJers
of
interest
are
discussed.
Clips
are
ranked
and
are
made
available
to
ConversaAon
Agents
(seeders).
prova
www.freedatalabs.com
20

Seeding:
we
chat
for
you!
Seeding
is
necessary
to
strongly
support
any
markeAng
campaign
and
help
build
the
company
Digital
Iden-ty.
Highly
specialised
Conversa-on
Agents
(seeders)
generate
conversaAons
online
around
the
maJers
of
interest
and
take
part
into
conversaAons.
Seeding
lets
you:
•
have
a
discrete
and
daily
presence
in
the
life
of
consumers,
listening
to
their
needs,
knowing
them
and
offering
them
the
right
products;
•
take
part
into
conversaAons
and
exchange
of
opinions
to
posi-vely
influence
them;
•
build
ad-­‐hoc
social
networks
and
leverage
on
those
already
there,
interact
with
consumers
and
let
them
become
your
brand
tesAmonials;
•
acAvate
indirect
communicaAons
that
facilitate
exchange
of
posiAve
opinions
on
your
prova
brand
or
product.
www.freedatalabs.com
21

Increase
Your
Conversion
Rate
prova
www.freedatalabs.com
22

About
Freedata
Labs
Freedata
Labs
has
been
on
the
market
for
more
than
fiseen
years
and
today
has
50+
clients
all
over
Europe
comprising
companies
from
different
market
sectors.
Freedata
has
a
wide
experience
in
data
management,
in
staAsAc
analysis
and
data
mining,
in
business
and
markeAng
modelling
and
today
can
follow
its
clients
from
data
quality
that
supports
markeAng
acAviAes
to
the
right
and
effecAve
markeAng
and
business
iniAaAves.
Freedata
offering
comprises
and
concentrates
on
digital
markeAng,
Web
2.0
and
social
networks
to
develop
innovaAve
markeAng
services
and
on-­‐line
measurements
and
metrics.
Freedata
Labs
was
founded
in
2003
as
the
UK
branch
in
London
of
Freedata
to
serve
the
UK
and
European
markets.
From
the
branches
in
Milan,
London
and
Torino,
Freedata
offers
its
services
in
all
of
the
European
languages.
From
2008
Freedata
is
member
of
DMA
(Direct
MarkeAng
AssociaAon)
UK
and
of
Word
Of
Mouth
MarkeAng
AssociaAon
UK
&
USA.
It
is
also
Oracle
partner
for
Oracle
CRM
On
Demand
Services.
prova
www.freedatalabs.com
23

Contact
us!
prova
www.freedatalabs.com
24