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Realizing the Power of Social Data with Jeremiah Owyang

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Watch as web strategist Jeremiah Owyang of the Altimeter Group and Gigya CEO, Patrick Salyer, as they discuss how sites can gain access to users’ social and on-site activity data and use this data ...

Watch as web strategist Jeremiah Owyang of the Altimeter Group and Gigya CEO, Patrick Salyer, as they discuss how sites can gain access to users’ social and on-site activity data and use this data to drive sales, advertising and engagement.

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  • http://www.buzzfeed.com/melismashable/washington-post-and-facebook
  • http://blog.nielsen.com/nielsenwire/online_mobile/friending-the-social-consumer/
  • SOURCES: http://en.wikipedia.org/wiki/Digital_footprinthttp://www.web-strategist.com/blog/2011/02/08/seve_elements_of_social_data/http://www.skuggen.com/2010/05/how-to-clean-up-your-digital-footprints/#.Tt-vmUo5ByUhttp://dsc.discovery.com/convergence/koppel/interactive/interactive.htmlhttp://techcrunch.com/2011/11/09/gnip-now-delivers-over-30-billion-social-data-activities-per-month/Social data comes from a myriad of sources– not just social networkings sites either. Our online identities are the aggregate of nearly everything we do online. Each registration, share, post, search, comment, purchase, dialog, viewing is tracked, recorded, and associated with its source. With the rise of the ‘participatory web,’ our online identities are not just find-able, but increasingly more ‘knowable’. Above are the primary sources for data online, but even our offline activities are being tracked. Examples:Phone service (landline and cell) who you’re calling and whenMunicipal and business sponsored surveilance camerasDriving- certain cars are equipped with GPS units tracking the course your drive, and/or services like OnStar, which track driving behaviorPurchases- credit card companies and banks take careful record of purchasing and cash withdrawl historyTolls- RFID debit devices track the time and place a car passes through a tollWifi- typically tracks your unique IP address and links to physical locationEtc.MAJOR COMPANIES WHO SELL THIS DATA: GNIPDatasiftSpokeoFacebookGoogleAnd many many more
  • http://www.indiasocial.in/case-study-evalueserve-%E2%80%93-using-linkedin-for-lead-generation-and-brand-building/The virtual nature of Evalueserve’s business model called for the use of web-based technologies to support our sales and marketing efforts across the globe. Using LinkedIn, a team member in India can initiate contact or create awareness about Evalueserve with prospective clients, adding comments to forums, asking or answering questions, etc. Clients also proactively approach us with queries, as they see our activities on the network. Viewing profiles of existing and potential clients helps in the client research process. LinkedIn helps the sales teams to identify key contacts and gauge their interests by viewing their forum posts or the events they attend.April 5, 2011#B2B#learn#India#asia#BRIC#linkedin#zak
  • From Forrester Groundswell: http://forrester.typepad.com/groundswell/2007/10/congratulations.html“In January 2007, Charles Schwab worked with Communispace to launch their “Money and More” private online community made up of 350 25-to-40 year old Generation X non-Schwab clients. Based on insights from the community, Schwab lowered account minimums to $1,000, introduced Schwab’s high-yield Investor checking account with a high yield, and developing an online landing page specifically for the Gen X target. Schwab has added 32% more Gen Xers YTD when compared to similar timeframes last year.”
  • http://www.emarketingandcommerce.com/story/building-loyalty-lobbyhttp://www.communispace.com/clients/ForresterDetail.aspx?ID=2861From Communispace:The co-creation project, utilizing a proprietary methodology developed by Communispace and conducted over a 12-month period, allowed IHG and Chase to work directly with community members through a four-step process of exploration, ideation, development and testing — and, ultimately, to optimize marketing communications and channel strategy. Since its inception in June 2009, members have made over 30,000 total contributions to the ongoing conversation.The initial email marketing campaign for the new product delivered an 80% increase in new accounts vs. the previous email campaign featuring the legacy product. In addition, nearly 5,000 existing customers have already requested an upgrade to the new product, which represents a 53% lift in response rate vs. the upgrade campaign for the legacy product. With the new product offering, IHG also expects to enhance the overall value of Priority Club Rewards and thereby increase loyalty to their hotel brands.IHG currently has three private online communities: Priority Club Rewards Elite Community (U.S.), Priority Club Rewards Elite Community (U.K.) and Priority Club Rewards Partner Visa Credit Card. Each community has roughly 350 members recruited from IHG’s Priority Club Rewards membership base and selected by IHG to be representative of the demographics, status levels and behavioral profiles of the membership at large. From http://www.communispace.com/news/groundswell/default.aspx?groundswell=9:Cassandra Jeyaram, PhD, Social Marketing Manager for IHG: "Our early successes in engaging with customers, testing ideas, and developing processes and learnings from their input have enabled some major wins for our company. I can’t imagine how we could have accomplished so much and made so many customer-driven changes without this ongoing connection to our most valued guests.”April 12, 2010#hospitality#community#learn #innovate#christine
  • http://www.levis.com
  • http://foursquare.com/venue/15142563Check into the Intel booth, snap a photo of your favorite part and post to Twitter and foursquare with hashtags #CES and #VisualLife during CES. You could win a new laptop powered by an Intel Core i5!
  • http://plancast.com/rwang0
  • Source:Grooveshark.comTags: #entertainment#socialsignon#integration#website#jessica
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  • Removed this text from Pitfalls: #2 Social Login requires less information from users, so user profiles are less rich.
  • DATA CALL OUT:Gigya data suggests social login increases registrations up to 40%. Removed this bullet from Challenges:*May not have access to email addresses, as users pass through using social log-insBrands know they must regain balance (transactional & social) in their web strategies… but they must navigate challenges around:Privacy (ie. legislative, internal policies, user sentiments)Registration facilitation vs. data richnessReliance on 3rd party providersCustomization, investment resources
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Realizing the Power of Social Data with Jeremiah Owyang Realizing the Power of Social Data with Jeremiah Owyang Presentation Transcript

  • 1 The Power of Social Data #SocialPlusDataFor GigyaDecember 15, 2011Jeremiah OwyangIndustry Analyst and Partner
  • 2 New types of data are emerging from the social web… Savvy marketers will glean insights from social data to understand target consumers and drive effective marketing strategies.© 2011 Altimeter Group
  • 3 Don‟t send all your hard-earned traffic to Mark© 2011 Altimeter Group
  • Be deliberate in your social integration strategy The Washington post has 12 Facebook integrations on its article pages.© 2011 Altimeter Group
  • 5 Agenda  Why Social Data is Important  What Social Data Looks Like & Where it Comes From  Process: Harvesting Social Data  Social Data Means Business© 2011 Altimeter Group
  • Image by Pieter Musterd used with Attribution as directed by Creative Commons http://www.flickr.com/photos/piet_musterd/1858568495 Why Social Data is Important© 2011 Altimeter Group
  • 7 Consumers trust each other most© 2011 Altimeter Group
  • 8 Trust in all institutions declines in the US© 2011 Altimeter Group
  • 9 So brands are eager to direct customers to their fan pages© 2011 Altimeter Group
  • Corporate website integration will be the #1 priority We asked 140 Corporate Social Strategists: “What three external (go-to- market) social strategy objectives will you focus on most in 2011?” Source: Survey of Corporate Social Strategists, Altimeter Group, November 2010© 2011 Altimeter Group
  • Image by Jesus Solana used with Attribution as directed by Creative Commons http://en.wikipedia.org/wiki/File:Black_sheep-1.jpg What Social Data Looks Like & Where it Comes From© 2011 Altimeter Group
  • Where does social data come from? Anatomy of the online consumer‟s digital footprint Public record & Online search demographic sites history & interaction Microblogging Online TV, sites Video history Digital photo E-mails (incl. sharing history attachments) e-Commerce sites Website (incl. buying subscriptions, history) RSS feeds Chats, ims Facebook Blogs© 2011 Altimeter Group
  • 13 The 7 Types of Social Data De Ps Re In Demographic Psychographic Referrals Intention •Age Any attributes •Customer ratings •Desired state •Race/ethnicity relating to: and reviews •Desired products •Gender •Personality •Non-verbal •Planned activities •Education •Values “Gestures” •Often inaccurate, •Income •Attitudes •Reward but could be a •Interests mechanisms valuable predictor •Geography •Lifestyles •Most often leverages social technology Pr Be Lo Product Behavioral Location •Brand or product •Specific past •Physical location mentions and activities or of a customer or discussions on the actions that prospect, with social web indicate future present time a intent, e.g. factor purchasing history© 2011 Altimeter Group
  • 14 Evalueserve uses LinkedIn to research prospects De Demographic Evalueserve uses LinkedIn to research prospective clients, initiate first contact and build awareness of their brand as thought-leaders by promoting links to their free white-papers.© 2011 Altimeter Group
  • 15 Rubbermaid learned from customer feedback, and improved the product experience after launch Pr Product Immediately after their Produce Saver product launch, Rubbermaid received negative reviews on their site. They contacted the reviewers and learned how to improve their product instructions.© 2011 Altimeter Group
  • 16 Charles Schwab uses a private community of 350 Gen X-ers to gather insight and makes product changes Charles Schwab Ps launched a private Psychographic community to gather insights from 350 Gen X non-clients. Schwab lowered account minimums and made other changes as a result.© 2011 Altimeter Group
  • 17 InterContinental and Chase listen to guests – and gather insight to innovate Be Behavioral IHG and Chase co-created a Visa card from inception to marketing (see print ad above) with 300 members, over a 12-month period, resulting in 30K conversation contributions. The marketing campaign delivered an 80% increase in accounts over previous campaigns, and 5K existing customers who requested an upgrade.© 2011 Altimeter Group
  • 18 Facebook “Likes” offer Levi‟s insight into what‟s popular for the season Re Referrals© 2011 Altimeter Group
  • 19 With location-based data or “check-ins” from Foursquare, Intel connected with fans at CES 2011 Lo Location Intel promoted its booth and connected with over 2000 attendees at CES based on their location check-ins.© 2011 Altimeter Group
  • 20 Plancast indicates where consumers are going – but what destinations matter to business owners? In Intention© 2011 Altimeter Group
  • Image by fariac used with Attribution as directed by Creative Commons http://www.flickr.com/photos/fariac/4629320313 Process: Harvesting Social Data© 2011 Altimeter Group
  • 22 Harvesting social data provides value for the business and the customer Using Social Data to Realize Actual ROI • Social login streamlines and personalizes registration process • Drives consumer trust, loyalty • Provides pre-created content by the customer • Creates more relevance, better overall user experience • Facilitates deep learning (enabling advocacy, dialog, innovation, & support on the corporate website) • Can show increases in quantifiable metrics and conversions© 2011 Altimeter Group
  • 23 Advanced buyers will invest heavily in custom technology development Average Annual Spending on 12 Social Business Categories by Program Maturity Source: “How Corporations Should Prioritize Social Business Spending,” Altimeter Group, February 2011© 2011 Altimeter Group
  • 24 Top objective: To increase referral traffic from social networks (Respondents allowed to select 3) We asked 140 Corporate Social Strategists: “What are your company‟s primary objectives for integrating social networks onto the company website?” To increase referral traffic 53% To make our site more interactive 49% To increase relevancy of content 48% To increase our number of fans/followers 43% To feature customer voices about our brand 25% To leverage user-generated content 17% To monetize engagement/time spent on site… 6% To increase site registrations by reducing… 5% Were not sure why yet. 6% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group
  • 25 CBSNews.com personalizes registration process using social login CBS uses a hybrid model: Users can register with a social sign-on but still must provide a unique username.© 2011 Altimeter Group
  • Grooveshark leverages social login to drive music sharing, communities© 2011 Altimeter Group
  • 27 Sign into HuffPost with Facebook and read news shared by your social graph© 2011 Altimeter Group
  • Slurpee gains product AND user insights through socially integrated features© 2011 Altimeter Group
  • 29 Top challenges: Internal buy-in and resources, and “technologies are not mature” (Respondents allowed to select 3) We asked 140 Corporate Social Strategists: “What are the biggest challenges to integrating social networks onto the corporate website?” We do not have buy-in. 34% We do not have budget. 29% We do not have headcount. 27% Technologies are not mature. 25% We do not have the skills set in-house. 22% We dont know which strategy to deploy. 18% We dont see the value. 6% Costs are too high. 5% Were concerned that vendors dont have longevity. 4% We do not know which third party developers to… 3% We do not know which agencies to work with. 1% 0% 20% 40% 60% 80% 100% Data from Survey of Corporate Social Strategists, conducted by Altimeter Group in June 2011© 2011 Altimeter Group
  • 30 Common pitfalls of social login Pitfalls Remedy The “openness” of social login Work with legal first to ensure may contradict internal policies internal requirements are met. and privacy issues. Social login requires less manual This is a trade-off: You may have information entry from users: less traditional data, but you‟ll also may need „hybrid‟ registration facilitate the registration process (lightweight reg page to capture and collect social profile data. Be additional info). sure to request and capture the information most needed. Dependency on third-party Maintain an alternative/legacy login providers: If the social sign-on system – just in case. provider goes down, nobody can log in.© 2011 Altimeter Group
  • Summary© 2011 Altimeter Group 2010
  • 32 Understand your customers by integrating social Description • Users authenticate using existing credentials, and can connect with friends/followers and their content right on the corporate website Benefits • May increase sign ups, widening marketing funnel • Creates a sense of familiarity and community • Increases relevancy through social graph Challenges • Reliance on third party for registration • Users may have concerns about privacy • Requires customization Opportunity • Builds customer trust, relevance, engagement, loyalty • Scales quickly by leveraging 3rd party data • Facilitates holistic learning by enabling advocacy, dialog, innovation, support on the corporate website© 2011 Altimeter Group
  • 33 THANK YOU Jeremiah Owyang jeremiah@altimetergroup.com web-strategist.com/blog Twitter: jowyang With assistance from Jessica Groopman, Researcher© 2011 Altimeter Group
  • 34 ABOUT US Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.© 2011 Altimeter Group
  • Applying 1st Party Social Data –Patrick Salyer, CEO, Gigya
  • Social Data = Big Data • 1 billion Facebook „Likes‟ per day • 30 billion pieces of content shared each month on Facebook • 140 million tweets sent per day • 2 billion+ actions a month on LinkedIn platform “The future of the web will be all about data and how we utilize it.” - Reid Hoffman “Every two days now we create as much information as we did from the dawn of civilization up until 2003” - Eric Schmidt
  • Social Identity Data - Profile, Friends, Interests & Activities
  • Social Login - New Data Available through Social Networks
  • Social Login - Authorization – Permission Based
  • Storing Social Identities  Data normalization  Schemaless architecture  Indexable  Seamless capturing of all data
  • Third-Party Integrations Data Management Ad Serving Platforms Recommendation Engines Email Marketing
  • Snapshot of a users social data Profile Information Name: John Smith Email: email@gmail.com Gender: Male Birthday: 08/18/83 Location: New York, NY Education: Stanford Graduate Marital Status: Single Interest Graph Interests: Marathons, Surf Trips, Web Design, Music Festivals, NY Sports, World Cup Activities: running, surfing, soccer, camping, kayaking Music: 50 Cent, Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The Shining, Jaws, Caddyshack, Seven, Forrest Gump TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report Books: Steve Jobs, Hunger Games, Outliers Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of War Social Graph # of Friends: 222 # of Followers: 4,256 # of Connections: 500+
  • Email Marketing Integration Profile Information Name: John Smith Email: email@gmail.com Gender: Male Birthday: 08/18/83 Location:New York, NY Education: Stanford Graduate Marital Status: Single Interest Graph Interests: Marathons , Surf Trips, Web Design, Music Festivals, NY Sports, World Cup running, surfing, soccer, camping, kayaking Activities: Music: 50 Cent, Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The Shining, Jaws, Caddyshack, Seven, Forrest Gump TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report Books: Steve Jobs, Hunger Games, Outliers Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of War Social Graph # of Friends: 222 # of Followers: 4,256 # of Connections: 500+
  • Ad Serving Platform Integration Profile Information Name: John Smith Email: email@gmail.com Gender: Male Birthday: 08/18/83 Location: New York, NY Education: Stanford Graduate Marital Status: Single Interest Graph Interests: Marathons, Surf Trips, Web Design, Music Festivals, NY Sports, World Cup Activities: running, surfing, soccer, camping, kayaking Music: 50 Cent, Run DMC, Black Eyed Peas, Foo Fighters, U2, Kanye West Movies: Inception, The Shining, Jaws, Caddyshack, Seven, Forrest Gump TV Shows: Parks and Recreation, The League, The Soup, The Colbert Report Books: Steve Jobs, Hunger Games, Outliers Games: Farmville, Medal of Honor, Assassins Creed, Madden, Angry Birds, Gears of War, Gaming Social Graph # of Friends: 222 # of Followers: 4,256 # of Connections: 500+
  • Product Recommendation EngineProfile InformationName: John SmithEmail: email@gmail.comGender: MaleBirthday: 08/18/83Location: New York, NYEducation: Stanford GraduateMarital Status: SingleInterest GraphInterests: Marathons, Surf Trips, Web Design, MusicFestivals, NY Sports, World CupActivities: running, surfing, soccer, camping,kayakingMusic: 50 Cent, Run DMC, Black Eyed Peas, Foo Fighters,U2, Kanye WestMovies: Inception, The Shining, Jaws, Caddyshack, Seven,Forrest GumpTV Shows: Parks and Recreation, The League, The Soup,The Colbert ReportBooks: Steve Jobs, Hunger Games, OutliersGames: Farmville, Medal of Honor, Assassins Creed,Madden, Angry Birds, Gears of War, FIFA 2011Social Graph# of Friends: 222# of Followers: 4,256# of Connections: 500+
  • Summary 1st Party Social Data Opens Opportunity for :  Rich user insights  Personalized user experiences  Means to optimize marketing efforts Access and Store Social Data Through:  Social Login  Optimized databases
  • Thanks for Attending! Patrick Salyer Email: patrick@gigya.com Twitter: @patricksalyer Call us at: 650.353.7230 or email: sales@gigya.com